Using B2B marketing videos in your LinkedIn lead generation strategy is a great way to increase your company’s visibility and create brand awareness. But if you don’t make the right kind of videos, it can actually do more harm than good.
In this article, we will learn how to make B2B marketing videos that convert views into leads. We’ll also get an overview of what makes a good lead generation video, as well as some tips for creating compelling content for your LinkedIn lead generation strategy in general.
By the end of this article, you will be able to:
- Understand how marketers use videos effectively
- Demonstrate knowledge about effective techniques for making high converting marketing videos for LinkedIn
- Discover which types of marketing videos work best to generate traffic or sales
- What the elements of a successful LinkedIn video are
How to Get Started Using LinkedIn for Business Marketing Campaigns
LinkedIn has become one of the most powerful platforms when used correctly. It allows marketers to build their brands, establish authority around specific topics, attract clients, recruit top talent, and increase sales. But like anything worthwhile, it takes time.
Even though the platform has more than 740 million users, only 2% post content regularly. And when they post, it tends to be text and photos, but not usually video.
Video content is the easiest and quickest way to convey a message, regardless of how complicated or inaccessible you think your product is.
Once you’ve got enough interest and engagement within LinkedIn, start creating valuable content, or maybe even brand yourself as an industry thought leader. There are plenty of ways to make this happen.
1. Create Long-Form Video Content for Your LinkedIn Lead Generation Strategy
LinkedIn is an excellent place to grow your network and generate leads. You can do this by publishing high-quality content that provides value to your target audience. LinkedIn videos are perfect for this because they allow you to showcase what makes your business different and how it can help solve problems for potential customers.
If you don’t know what your marketing videos should be about, think about what you want to be known for. What’s your unique selling proposition? Then follow those steps and create content with actionable advice that people can use in their daily lives. It should also be content that you’re an expert in. Given the opportunity, you could be talking about it for hours.
Also, you should have a strategy about how to deliver your message in video form. The optimal way to create long-form video content on LinkedIn is to do a series of live videos that become your signature style.
2. Produce Detailed, Relevant Content on Your LinkedIn Feed
It’s very important to produce high-quality content that people can use. Most of your content on LinkedIn should be pieces of training, explanations of how to use certain products, brand stories, and customer video testimonials. This is the type of content you want people to see when they first get in contact with you. It’s what serves your lead generation strategy best, it should be your staple content.
Given that the upload limit time on LinkedIn is 10 minutes, your macro content should be no more than five minutes. Very targeted pieces of content can even be less than two minutes and still be effective. Many companies have chosen to create short marketing videos to show how their work has changed the lives of their clients.
Once these “video business cards” are created, they are shared on LinkedIn periodically to ensure the brand stays top of mind for consumers, and LinkedIn leads continue to get generated.
3. Post Short-Form Videos on Your Feed to Attract as Many LinkeIn Leads as Possible
Most of the content posted on LinkedIn should be short-form, mainly coming from your longer type of content. The main advantage of micro-content is that it catches people’s attention and helps you stay top of mind. It shouldn’t be longer than three minutes because most people wouldn’t be interested in watching videos longer than that.
There are two types of marketing videos that you could post on LinkedIn: native videos created directly on LinkedIn, and video ads, which are sponsored videos that appear on users’ feeds. The most effective ones are native videos because they attract people’s attention more effectively.
Microcontent should be whatever you want it to be; from tips, techniques, information about how to get a quick win, the possibilities are endless. The ideal case would be to tell a personal story in a unique and memorable way. But it is very important to tell a story related to business because ultimately, LinkedIn is a B2B platform.
4. Optimize the Content You Post to Maximize Your LinkedIn Lead Generation Strategy with Video
One of the most important aspects of sharing videos online is to make them as relevant and compelling as possible so that your account creates traction in a matter of days. Follow these guidelines, and you’ll be on the right track.
- Write a compelling headline that will hook viewers into watching your entire video.
- Always include a call to action at the end of every LinkedIn message so people can easily click through to learn more.
- Create engaging thumbnail images: Use relevant keywords when creating these thumbnails because search engines will rank them by relevance.
- You need to have a strong elevator pitch at the beginning of your video, which means describing your brand in just two sentences.
- Never spam links throughout your video. People hate getting spammed on Facebook and YouTube, so be careful not to do that here either.
- Keep your audio quality good enough to listen to while driving.
- Make sure your video loads fast and plays smoothly.
- Always add text overlays to explain specific terms. These are important to understand before going live.
- Lastly, try uploading multiple short videos instead of one long video. This way, you’ll keep engagement higher.
Final Word
LinkedIn is a social networking site for professionals and is the perfect platform to generate leads. Video marketing can help you communicate your message or brand message in a way that is more appealing, entertaining, personal, and easier to understand.
Sales professionals should create marketing videos to explain their products or services instead of just writing about them. These videos can help move prospects into the sales funnel effectively.
