Video has taken the world of marketing by storm big time, and having a video on LinkedIn instead of just a text-based post is a great bet — especially when you consider that users would prefer to watch a video about a product or business instead of reading about it.
Why Should You Post Marketing Videos on LinkedIn?
- A study conducted by Forbes magazine in association with Google revealed that 42% of executives have made a business-related purchase after watching a work-related video online.
- 54% of executives share videos with their colleagues weekly.
- 87% of business owners are happy with the ROI of video marketing.
- 73% of B2B marketers said videos have a positive impact on their marketing ROI.
The only question is how do you get started with video on LinkedIn.
How to Grow Your Business on LinkedIn with Video Marketing
1. Share your projects
If you are working on something new, take the opportunity to show the process to your network.
One way to do this would be to simply document the end-to-end process of developing a new product or service. This could turn into a series of video episodes describing each step of the journey:
Video 1: Identify the need for the service/product
Video 2: Validate the business model (financially and technically)
Video 3: Implement and launch the service
Video 4: Lifecycle management
2. Show what your product can do
Another way to take advantage of LinkedIn videos is to demonstrate the capabilities of your products or services.
While it is not recommended that the majority of your content be focused on selling your offering, you should know that there is nothing wrong with displaying your products or services from time to time.
With product demo videos, your clients get to see what they’d buy before making the investment. You can show the features and benefits of your products or services in short videos. This also allows your customers to better appreciate what you offer. However, it is essential that your promotional video does not exceed a duration of 60 seconds.
3. Post video testimonials
Social proof is the perfect strategy to expand your business.
Having real testimonials from customers who have had a positive experience with your product or service builds trust with your prospects.
It reinforces the fact that your product works as expected for other clients that may be in the same niche as your viewers. Genuine testimonial videos can be more effective than any other sales video.
4. Publish video case studies
Case studies are the best way to demonstrate that your company can solve specific problems. They are an improved version of video testimonials.
Through case studies, you can focus on the final opinion of the client and explain the process of how they gained value from your company in greater detail, including the challenge that arose, the proposed solution, the execution of that solution and the final result.
5. Polish up your videos
On other social media platforms it is safe to say that any video content is better than no video content.
But LinkedIn is a different story. When you are addressing a B2B audience on a “corporate environment” type of platform you want your videos to look and feel like big-budget productions.
The filming, scripting and editing of your video must be on point. Make sure you get everything right, put in the time and effort or outsource the whole thing to a video editing company.
6. Offer information and tips in your videos
You can create videos that provide information relevant to your product or service such as video tutorials. Through these videos, you can teach your customers about how to perform a certain task, how to assemble a product or anything your prospect or customer would need to learn to do.
Think about the SaaS industry where you have complicated tools such as CRMs, for example. It’s almost always easier to watch a video about how something works rather than reading lengthy, complex descriptions.
7. Interview experts in your field
Never miss the opportunity to have an expert talking about issues related to your field; thought leadership content will consistently attract attention from LinkedIn users.
Get in touch with your connections and interview people who can share wisdom.
Or, if you don’t have any connections yet, look at it as an opportunity to reach out to new people in your industry, make connections to feature in your videos. Most of the time, it’s a win-win situation and people will say yes.
When posting these videos, it’s of the utmost importance to tag the interviewee and explain who they are. This’ll help provide context to viewers about why they should care and aid in the virality of your video.
Remember to make informative and short videos to keep your content more dynamic.
8. Use live videos
Being able to broadcast live directly from social networks opened a window to the immense world for many companies.
In an easy way, you can show your audience the ins and outs behind your company while allowing your audience to interact with you in real time.
Live videos are a great way to put a face to your team and strengthen ties with your potential customers.
9. Make your business recognizable
It is proven that the companies that manage to connect with users are those that are recognizable. Show your values and create content that represents your company, its mission, vision and people.
One way to do this is to show what daily life in your office is like. This type of video makes prospects more confident in you and what you do. Don’t forget to showcase your employees in this type of content too.
10. Create a story
In B2B industries, storytelling can also be very important.
Even if purchases in the B2B sector are more guided by logic, clients are more likely to remember what resonates with them at an emotional level. In that sense, stories are the best way forward to appeal to emotions.
Brands have different ways of leveraging stories to make their brands memorable through the use of videos on LinkedIn.
Creating videos on these aspects can greatly help boost the reputation of your business and increase brand awareness.
Creating video content is not as easy as text-based or audio-based content.
However according to LinkedIn, videos are shared 20 times more than other types of content. So it’s definitely worth the effort.
If you haven't shared video on LinkedIn yet, now’s the time.
Cristian Stanciu is the founder and video post-production coordinator of Veedyou Media — an agency offering video editing services to businesses, videographers, production studios and influencers all around the globe.