LinkedIn video advertising: 5 ways B2B marketers should prepare

Online video is – as we all know – on the rise. In fact, Cisco’s Visual Networking Index predicts that online video will account for more than 80% of all consumer internet traffic by 2020.

At Metia, we also know first-hand how effective video content can be for B2B marketers. Both at the top of the funnel – where its critical to establish emotional connections that impact customer opinions – and further down, where video can bring detailed, and often very technical, topics to life.

The challenge for B2B marketers is ensuring videos are watched by the right people – those with commercial value to their business – at the right time.

While Twitter, Facebook, and YouTube already offer in-stream video advertising that is cost-effective, it can be difficult to hone in on niche B2B audiences through these platforms: and this often results in wasted investments.

The good news? LinkedIn has added native video uploading as a new feature, and the logical next step is in-stream video advertising.

This is only a matter of time – and it represents a big opportunity for B2B marketers.

Through LinkedIn video advertising, marketers will be able to push their videos in-stream to specific audiences who have commercial value to their business.

‘Traditional’ LinkedIn targeting criteria – e.g. an individual’s industry, company, and role – will offer routes through which to engage new audiences. LinkedIn’s ‘Matched Audiences’ will enable marketers to engage known users: for example, targeting prospects down the funnel via a list of email addresses.

This will increase the value of video to B2B marketers, but structure and focus will be required for marketers to drive measurable returns.

5 ways B2B marketers should prepare for LinkedIn video advertising.

1. Develop segmentation that is tightly focused on your target customer

Marketers must identify individuals that fit their ideal customer profile, and develop ways to engage them at each step of the customer journey. This cannot be guesswork: segmentation must be steered by data, focusing investment on individuals with commercial value to the business to ensure ROI and avoid wastage.

2. Ensure video content is aligned to audience motivations

Establishing an emotional connection with your audience requires more than beautiful, vibrant video. Your message must be aligned to each segment’s current challenges and motivations, and relevant to their position in the customer journey. Be disciplined: make sure every video does the job required of it.

3. Optimize video for audience behavior

Most LinkedIn usage is via mobile devices. Make sure your videos are optimized for mobile connections, small screen-sizes, and devices set to mute. Ensure any key messages are communicated at the start of every video, as most users will not watch to completion.

4. Optimize by commercial outcomes

As with all demand generation, investments in video advertising must be measured – and optimized – by commercial outcomes. Establish KPIs that you understand, and that track key events along the customer journey – ultimately demonstrating the business impact of your activity.

5. Integrate with your sales team

Successful demand generation programs integrate with both marketing and sales. LinkedIn’s targeting options mean video content isn’t just for the top of funnel – it can play a key role in activating, nurturing, and converting prospects. Make sure your strategy covers all stages of the customer journey, and supports your sales team as they work to close deals.

In summary

LinkedIn video advertising will offer great opportunity to B2B marketers once launched, but rigor and discipline will be required to generate consistent, measurable returns. B2B marketers can get ahead of the curve by starting preparations now: ensuring they have the content, tools, and methodologies in place to capitalize on the opportunity.

If you need help building a strategy for B2B video marketing – or would like to see examples of how we partner with our clients in this area – please get in touch.