Developing a B2B digital marketing strategy can be tricky. After all, there is a seemingly limitless supply of social media networks for you to post your video content with only a limited amounted of time.
If you’re appealing to businesses, however, one of the platforms you absolutely have to establish a presence on is LinkedIn. When you establish that presence, the most effective form of content to maximize your ROI is video.
Let’s take a closer look at who should be posting video content to LinkedIn, the benefits of posting videos to LinkedIn, how to actually do it, and ways you can optimize your LinkedIn videos.
Who Should Post Video to LinkedIn
To determine who stands to gain the most from posting videos to LinkedIn, you should first seek to understand the platform itself. LinkedIn is a social network like Facebook, Instagram, or Twitter. But it’s social networking with a more professional-bent. LinkedIn profiles act as online resumes, showcasing the user’s experience, accomplishments, and skills. The content people post tends to be work-focused — articles and videos centered around either the workplace or the user’s specific industry. Users are looking to advance in their careers, but also to network and learn more about business in general as well as their specific profession.
That means that if you’re interested in attracting business-to-business (B2B) sales, LinkedIn is a great place to post video content.
The Benefits of Posting Videos to LinkedIn
Once you understand the audience LinkedIn appeals to, the benefits of posting B2B video content there become apparent. HootSuite compiled some interesting statistics about LinkedIn as a platform, and the results are revealing:
- 94% of B2B marketers use LinkedIn to publish content. It’s already the go-to standard for B2B companies looking to post content of any kind, including video.
- 30 million companies have LinkedIn profiles. The chances are fairly high that if you’re looking to do business with another company, they’re already on LinkedIn.
- 91% of percent of executives chose LinkedIn as their #1 option for professionally relevant content. You may not always be speaking to executives with your content, but their ultimately the ones who control the flow of resources in any company.
- LinkedIn video posts are five times more likely to get comments than text-only posts. Video outperforms most other content formats on most social media platforms, and LinkedIn is no different. LinkedIn video posts draw five times the amount of engagement other formats do.
As far as your B2B marketing content strategy goes, including LinkedIn video is a no-brainer. But before you can execute that strategy, you’ll need to know how to get them on the platform itself.
How to Post Videos
Imagine creating a great video that’s guaranteed to resonate with other businesses in a way that’s sure to lead to profitable partnerships. You’ve got it on your computer or phone, sitting there ready to spread your message.
This is when you need to post it to LinkedIn. Luckily, posting a video to LinkedIn is ridiculously simple. The process varies slightly depending on whether you’re posting from a PC/laptop or from mobile, but neither one is overly complicated. Below are the steps for both:
- On the LinkedIn home page, click “Share an article, photo, video, or idea.”
- Select “video.”
- Upload your video from your computer’s files.
- You’ll want to select either the “share” box if you’re using iOS or the “post” button if you’re using Android. Either one is located at the top of your feed.
- Select the video icon.
- Upload a stored video from your phone or record a video directly on the app.
- Once your uploading/recording is complete, select “filters or text.”
- Add any text or filters you’d like.
Viola! That’s it. Of course, knowing how to get your video on LinkedIn doesn’t ensure that it will be any good. How do you take the next step in the creative process to make the best possible video you can?
Optimizing Your LinkedIn Videos to Demonstrate Your Unique Selling Point
There are some easy tips and tricks you can follow to optimize your videos in a way that will help you increase engagement. Below are some best practices on how to take advantage of video on LinkedIn. Keep in mind, these techniques are recommended by LinkedIn themselves:
Be creative in how you use video.
Don’t limit yourself to simple interviews (though those can be great as well). Experiment with different types of content and see which ones resonate the most with your audience. Also, record “how-to” guides for your industry that involve your product. Provide analysis of current events that show your brand is a leading authority in your field. In addition, you can film one of your team members speaking at a conference or event and edit together the best parts. Compile a “sizzle reel” of customer testimonials about how you provided a great product or service that drives home your brand’s unique selling point.
Get the technical points right
You don’t have to be a professional videographer to make a compelling video, but glaring technical errors can detract from your message. Use a microphone to record sound. Record using a tripod to mount your phone or camera on. Be consistent in the angle you use to record – pick either horizontal or vertical and stay with it throughout the entire video.
Keep it short
Despite LinkedIn’s professional vibes, it’s just like any other social network when it comes to its users’ short attention spans. Keep your videos tightly edited and concise.
Wow them in the first six seconds
The beginning of your video should have a convincing “hook.” It can be a stunning visual, a declarative statement, or a surprising statistic. You have very little time with which to convince your viewer to keep watching, so make sure you front load the video with a captivating morsel that motivates them to stay with you.
The bottom line? LinkedIn is a platform businesses use and consume content on. Video is the best form of content. Pairing the two is a natural partnership, and you should take advantage of this in your B2B digital marketing strategy.
Want to learn more about how to navigate posting your video content to LinkedIn? Consider hiring a digital marketing firm that knows the ins and outs of all things video marketing related. Your best option is Digivid360. For more on the many ways that we can help, contact us today!