Would you like to incorporate more video into your LinkedIn marketing? Are you unsure what kind of LinkedIn video to make?
You’ll learn how to make a LinkedIn video that interacts with your viewers in this post.
Start with a video. Audit of Content
Expertise and integrity are two of the most important qualities consumers look for in a brand, according to research, and video will help you achieve both. It’s a strong agent for establishing trust.
Video is a more flexible platform than email, allowing you to deliver your message visually and audibly. It can even give the company a face. You will humanize the brand and create the kind of confidence that helps boost sales times and turning consumers into supporters by creating the right kinds of videos for LinkedIn.
It’s not as simple as “aim, fire, and upload” to create a LinkedIn video marketing plan, particularly if you’ve already made videos but aren’t seeing the results you want. You must be more proactive about your approach.
Although the video is adaptable, it, like all other types of content in the marketing arsenal, can lead consumers to the next phase in their buying process. You aim to determine which types of videos are absent from your funnel and then fill in the gaps.
If you’re having trouble growing your LinkedIn video marketing audience, likely, you’re not creating enough top-of-funnel video content (think videos that explore the challenges buyers have when looking for a solution like yours). Here’s how to figure out what the funnel is missing.
Examine the existing video content you have.
Begin by gathering all of your existing video content and determining where it belongs in your marketing funnel. Although this challenge can seem overwhelming at first, it is simply a matter of determining what each video was created to accomplish:
Content at the top of the funnel can assist shoppers in identifying an issue or further understanding and defining it.
Video material in the middle of the funnel explains how the strategy operates and why it’s the right option for your customer.
Content at the bottom of the funnel transforms leads into consumers. It puts to rest any last-minute doubts on how the approach can do in their particular situation. This is why video testimonials (like the one below) are so effective: social evidence lets your leads gain the confidence in your brand that they need to buy into it.
Audit Your Competition
Analyze video content from your rivals on LinkedIn using the same method as before. Determine how each video fits into the overall digital marketing strategy.
Examine each video carefully. What were the total number of views, remarks, and shares for the video? Were there any calls to action (CTAs) for audiences to click on? Are you able to connect those connections to web traffic? You won’t be able to see on-site visit info, but you will be able to see interaction numbers (likes, shares, and comments).
You’ll have a decent idea of where your rivals are wasting their time after you’ve finished your review of related video material. This contains the following:
They’ve made a variety of LinkedIn episodes.
How they’ve tailored their message to customers at different levels of the sales funnel
How they persuade customers to take the next step in the buying process
Richard Moore, a sales coach, uses LinkedIn videos to discuss the obstacles that salespeople face. Whether he’s one of your rivals, you’ll find his marketing strategy instructive. Most of Richard’s material is aimed at helping salespeople better appreciate the challenges they will face on their way to closing deals. To draw a wider audience and establish himself as an expert, he holds a weekly live Q&A session.
If you did a review of Richard’s LinkedIn images, you’d easily see the points raised above. These videos also help him boost his status as a service supplier for corporate sales teams looking to improve their win rate.
#2: Decide which types of LinkedIn videos you’ll make.
LinkedIn video marketing isn’t limited to the more well-known platforms such as live streaming or advertisements. In reality, everything from video podcasts to tutorials can be released.
Here’s a list of different kinds of videos you can make to promote your company on LinkedIn.
In recent years, live video has become increasingly popular. People can now easily access content through several devices thanks to the growth of OTT video apps.
According to a survey conducted by Livestream, 80% of people would rather watch live video than read a blog post. Live video is a strong way to engage buyers on LinkedIn. It allows you to answer questions about problems that customers face on their way to seeking a solution like yours, allowing you to shorten the sales cycle.
In this episode of the VDoorLockSmith Show, for example, host David Gibson interviews Aron Deen, Ulterra’s director of marketing. The live stream delves into Deen’s career path and the Ulterra solutions.
Tutorials and How-to Videos
Instructional video content is one of the most sought-after types of content on the internet. And, when it comes to LinkedIn, putting helpful tutorials in the right place is a good idea. LinkedIn’s knowledge-hungry members make it an ideal forum for promoting your educational content.
Culture and Behind-the-Scenes Videos
Businesses are creating videos that express their company culture or show how their ideas are created to improve their value proposition as they become more mindful of the importance of becoming more human.
This behind-the-scenes video of Blickle’s stamping facility was made to give clients a closer look at the process.
Videos on Thought Leadership
It’s not always easy to stand out in a competitive market but thought leadership videos can help. You may present new research, share a fascinating insight into your business, or answer a question that few have considered in a LinkedIn video to demonstrate thought leadership.
Buyers may get an in-depth look at a problem or a fresh perspective from business experts by watching video interviews. They can also help customers along the buyer’s path by positioning the brand as a thought leader.
David McGlennen, a high-performance culture coach, interviews Rich Cardona, a video strategist, in this Linkedin video. Together, David and Rich delve into the world of company video and how they use it to form their own companies.
Advertisements in Video
While video ads are not a new concept, they are extremely popular on LinkedIn. Members spend almost three times as much time watching video advertisements as they do viewing static supported content, according to the site.
Don’t be hesitant to use LinkedIn advertising if you’re on the fence. Aside from the attention that video advertisements attract on LinkedIn, the platform also provides a suite of tools to help you catch leads and monitor ROI, making it easier to determine if your content is resonating with your target audience.
The length of an advertisement, which is a highly debated subject, will vary. However, LinkedIn has discovered that 15-second ads are the most efficient.
#3: How to Make Your LinkedIn Videos More Successful
Here are seven tips to help you optimize your LinkedIn videos for the platform once you’ve decided what types of videos to make.
Use native video on LinkedIn.
Although there isn’t definitive proof that LinkedIn native video is prioritized over video links to other sites, I believe LinkedIn’s algorithm does.
What is the reason for this? LinkedIn, like all social media sites, makes money from advertisements. Supported content generates more sales as more people consume it. As a result, sending members away from LinkedIn to watch videos on other sites is counter-intuitive.
Although you have other platforms, make LinkedIn native video a priority because it provides a better experience for members. They aren’t transferred to another website, which makes it easier for them to consume your content.
LinkedIn users are occupied. LinkedIn users spend an average of about 10 and a half minutes per day on the website, according to Alexa. If you’re using footage, get right to the point. Your content will have a greater effect and members will be more likely to use it daily.
Write Strong Copy
Though the video is engaging, a copy will help the audience prepare for what they are about to see. In reality, according to LinkedIn, 54 percent of people will watch a video because of its headline, while 52 percent will be influenced by the copy summaries that accompany it.
Provide a Clear CTA
CTAs can seem to be self-evident, but they are often misunderstood. They don’t have to be about making a sale or producing a lead all of the time. You can use them to build stronger bonds with your audience. To illustrate, if you know your target audience uses Instagram, invite them to interact with you there for exclusive content you don’t share anywhere else.
Did you know that about 80% of LinkedIn videos are watched without sound? Members are more likely to watch captioned videos and are more engaged by videos with captions.
It’s no secret that before making a purchase, buyers want more details. LinkedIn video marketing is an excellent addition to every brand’s content marketing strategy.
Three key elements can be found in all successful LinkedIn videos:
Relevance: Address a particular buyer’s pain point or obstacle at a specific stage of the funnel. Content isn’t necessarily consumed in the same order or a straight line, as advertisers are well aware. But don’t let that deter you from making LinkedIn-relevant videos. To make a video with a relevant message, you’ll need to dig deep and use your intimate knowledge of your customers and what they want and need.
Feature-rich: Offer the customer more than he or she would otherwise be able to get somewhere else. Providing unrivalled value, on the other hand, isn’t as difficult as you would imagine. It’s about providing information that empowers your customers or answering questions from your audience.
Connected content aids consumers in their decision-making process. When your customers connect with and experience your brand, it’s like a steady drip of what they need. Although CTAs are essential, creating a cohesive message with linked video content is also important. Show your audience that you’re the leading expert on a topic and the best source of knowledge to help them achieve their aim by consistently positioning your brand and solution.
Including all three of these elements in each LinkedIn video you make can appear to be a tall order. You’ll have enough details to make entertaining videos if you’ve taken the time to consider who your audience is and what they need to get to the next step in the buyer’s journey.