Debra Murphy August 26, 2020 
If your business is using social media and content marketing to drive traffic and lead generation, you might be overlooking one of the most powerful tools in your arsenal. As a platform, LinkedIn offers unique marketing opportunities, especially for business-to-business marketers.
Native LinkedIn video marketing combined with the ability to leverage your industry contacts makes for one powerful combination. In this article, we’re going to take a quick look at why you should be using video marketing on LinkedIn, and how to do it.
Why Should You Post Marketing Videos on LinkedIn?
LinkedIn has always been thought of as a platform for ‘professionals’ to connect, and not as a traditional social marketing tool. However, recent statistics have shown just how powerful it can be. Here are a few notable points:
LinkedIn video posts are shared 20 times more often than regular content posts. Statistically, consumers prefer video to regular content. According to Google and Forbes, 59% of senior executives prefer video over text, while 42% will make a business-related purchase after seeing a work-related video.
It’s one of the best ways to reach B2B audiences. LinkedIn is seen as the platform of professionals for a reason. With more than 562 million users in more than 200 countries, it’s the largest networking platform for businesses and experts. As a result, 97% of B2B marketers use the platform for their content marketing – and if you’re not, you’re losing to your competitors.
Native posts boost performance. Like Facebook, LinkedIn allows users to post videos directly on the platform instead of posting external links. Since then, the popularity of native video content has skyrocketed, and it performs noticeably better than external video.
It’s a great way to establish and build your business as a professional brand. It’s a social network, a job board, a recruitment tool, and a popular blog system. If there’s one sure-fire way to create, establish, and promote your business as an expert and trusted brand, this is it.
How You Can Use LinkedIn Video Marketing
Show Your Expertise
LinkedIn is still the platform where it’s essential to show that you’re an expert in your field. A perfect way to do this is by publishing videos that inform and educate people in a way that showcases your understanding and knowledge of your industry.
For example, webinars are an excellent way to establish yourself as a leader, and it’s a crucial component to creating a respected and valued LinkedIn presence.
Live Video to Foster Interaction
According to LinkedIn’s statistics, live videos get 7x more reactions and 24x the number of comments that regular videos get. If you’re trying to create an interactive brand that actively communicates with potential clients, you should consider occasional live videos. You can do interviews, instructional tutorials, or even give service or product launch updates.
As a bonus, live video creates the impression that you’re a transparent brand that cares about getting in touch with your potential customers’ needs and wants.
Promoting Your Products
Just to be clear, we’re not talking about straight forward “look-and-buy” videos. It’s not enough to just show your product; you need to convince these professionals why they need it.
How-to’s and product demonstrations are great ways to show off your products. You can also do a live video to allow your potential customers to ask questions. You can even share details of upcoming projects or product launches. Not only do these videos show what you’re offering, but it allows you to generate excitement and interest.
Tell Your Story
In B2B marketing, telling a story is important. Customers find brands that appeal to them on an emotional level far more appealing and telling the story of your business or brand is a great way to do precisely that.
Bonus Tip: Be Professional but Creative
Just because the platform was created for industry experts and professionals to connect doesn’t mean that it’s a dry wasteland of technical content. You can get creative, colorful, and even humorous – as long as you capture the essence of your business, brand, product, or service.
That said, it’s vital to make your video stand out to the type of audience you’ll be marketing to. Your filming, script, and editing need to be perfect to look like a big-budget production.
A great way to add a few extra creative touches without a lot of technical knowledge would be to use a video maker. According to Boosted, you can bring your LinkedIn video maker to the future using customization tools and following specific content guidelines.
The Final Word
LinkedIn’s reputation as nothing but a glorified profile board is completely outdated. Over the years, the platform has added numerous features that make it an extraordinarily powerful tool for professionals, marketers, and businesses.
Now, with the ability to utilize native videos to reach a broader audience in an exciting and interactive way, LinkedIn video marketing is an essential tool in any online marketer’s arsenal.
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