In the realm of B2B marketing, video is all the rage. It’s one of the field’s fastest-growing tactics, and for good reason; there are a wealth of statistics reinforcing its value for engagement and ROI. To put it simply, video content is more likely than text to catch an internet user’s eye and pull them in.
Last year, LinkedIn introduced native video for members, and already we’ve seen plenty of people use this functionality in creative ways. In 2018, with social selling and marketing collaboration continuing to emerge as focal areas for sales professionals, it’s worth exploring how we might apply these techniques in our own digital strategies.
Here’s how social sellers can make B2B video work to their advantage.
How Video on LinkedIn Provides a Social Selling Edge
This shouldn’t be viewed as an opportunity to simply make sales pitches or shill your solution in a different format, but rather to engage and network in new ways. Video stands out more on feeds, captures a viewer’s attention more deeply, and opens the door for alternative styles of content.
There are video capabilities on other social networks, but none are especially effective for reaching a professional audience. Using native video (or embedded YouTube videos) on LinkedIn enables you to serve useful insights or information in a visual and compelling manner, and you won’t be sandwiched between cat videos and political rants.
The context, audience, and ease of use make LinkedIn a great place to try your hand at B2B video. Let’s take a look at some of the specific advantages of this medium:
Benefits of Video for B2B Sellers
More Personal and Immersive. Many sellers feel that an important element of the job has been lost in this digital age of faceless interactions. When working with people in the sales process, there is something to be said (on both sides) for seeing them and at least feeling like you’re actually talking to them. Putting yourself out there on video can build greater familiarity and comfort with prospects or peers.
Enables Demonstrative Content. When trying to help people solve a problem, work through an issue, or use a product, it’s almost always easier to show than to explain.
In-Depth Reporting. As you’d expect from LinkedIn, the video feature comes complete with extensive analytics so you can learn about what types of professionals are viewing and interacting with your content.
Highly Engaging and Shareable. On LinkedIn and elsewhere, statistics continually show that videos are more likely than text-based posts to be shared with others. This can increase the organic reach of your personal brand and messaging substantially.
Low Barrier of Entry. These days most of us have smartphones or webcams that are plenty powerful to capture clean, professional-looking, high-res video content. Unless you’re aspiring for a grand production, you don’t really need advanced editing skills or additional equipment to put together a quality broadcast.
Often Less Demanding. Many modern sales pros see the value in creating and sharing original content, but don’t necessarily feel confident in their writing chops. Sharing your thoughts or insights via video removes that requirement, allowing you to simply talk and converse with the camera.
What Kind of Video Should I Share?
While scrolling through your LinkedIn feed, ask yourself what kinds of video content would pique your interest. Or, even better: ask what would pique a prospective customer’s interest. Knowing what you know about the industry (or industries) you serve, what are the primary interests and challenges?
Here are a few suggestions that might get a few ideas flowing:
Tell a Story. Next time you have an experience or anecdote you’d normally share in the form of a written post, try speaking it into your phone’s camera and sharing it as a video. See if it drives more engagement.
Run a Webinar. Choose a topic that is relevant to your intended audience, and then put together a presentation around it, adding visual elements. If you’re uncomfortable on camera, you could narrate an informative SlideShare.
Film a Conversation. Team up with a relevant thought leader or influencer and host an on-camera interview covering an intriguing subject.
Create a How-To Video. As we mentioned earlier, it’s often easier to communicate instructional content through visible actions instead of words. Show people how to do something that will help them in their jobs. For instance, if you sell computer security software, you could create a video demonstrating three simple and free steps people can take to protect their laptops, then invite them to reach out if they’d like to learn more.
Final Things to Keep in Mind About Video
If you’re feeling inspired to give video a try and add a new dimension to your social presence, remember these caveats:
- Captions are good. Many people watch videos with their phone on silent but will follow along if the words are on-screen.
- Keep it short. Viewers are busy and typically won’t sit through several minutes of footage.
- Don’t overdo it. Text-based posts and pictures still offer plenty of value, and the ideal mix will have a balance of all these formats.
- Have fun with it! Videos are more compelling to watch if the folks on-screen appear comfortable and relaxed. Make it relatable and try sprinkling in some humor.
Social media feeds, like the B2B marketplace in general, are growing more crowded. Standing out is priority No. 1 for today’s sales pros, and video is an underutilized tool for doing just that. Are you ready to press record?
For more guidance on developing a repeatable formula for sales success, download the Tactical Plan for Social Selling on LinkedIn.
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