You're creating videos and distributing them through Facebook, YouTube, your blog, and paid media opportunities to generate hundreds to millions of views. But are you forgetting LinkedIn, one of the most important channels for B2B marketers?
LinkedIn has documented research indicating that members of the "buying committee" are more likely to connect with vendors on LinkedIn than any other social media platform.
So, if video is good for business (Dell Inc. Enterprise Solutions Group increased its revenue 8% largely because its ramped-up video marketing efforts got 6.5 million views), and if LinkedIn is good for business, then combining the two makes sense.
Here are three ways to make that combo work for your B2B organization.
1. Turn your boring resume-looking profile into an interactive marketing tool
If your LinkedIn profile (or your sales and marketing team members') reads like an impressive resume, it might sell you (or your team) to HR executives and recruiters. But it won't do a good job connecting you with decision-makers and influencers. Your prospects are looking at your profile not because they want recruit you but because they are considering doing business with you. Your profile should be designed to "sell" you and your organization's products and solutions.
When you read my LinkedIn profile, you'll see my story, highlighting the difficulties I experienced as the director of creative services for International Paper (IP) when we needed to produce videos to explain the intricacies of antitrust regulation, printing technology, and the affect of quality on production.
When videographers focused on creating visually stunning, award-winning short films, the message that IP was trying to communicate often got lost. On LinkedIn I share how those experiences shaped the methodology I started to use when I left IP to start my own video marketing firm, which creates two-minute explainer videos.
Bruce McKenzie is a principal at 2-Minute Explainer and founding partner of Business Information Graphics. He is a B2B video expert who creates explainer videos that increase sales and shorten the selling cycle. He has created videos for IBM, Oracle, Compuware, BMC, TIBCO, and others.
LinkedIn: Bruce McKenzie