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How to Use Video on LinkedIn for the Supply Chain

How to Use Video on LinkedIn for the Supply Chain

by | Nov 5, 2019 | Blog, Content Marketing, Logistics, Marketing, Social Media, Supply Chain

LinkedIn has released a new guide to using video on its platform. Here’s what supply chain companies need to know to get the most out of video on LinkedIn.

Highlights:

  • Effective B2B marketing videos start with an analysis of your prospects’ unique purchasing journey and needs.
  • Videos for the awareness stage of the buyer’s journey should be concise and geared to forging an emotional connection.
  • Bottom-of-the-funnel video types include product demonstrations, welcome videos, webinars, and FAQ sessions.

Visual content, particularly video, is the future of social media marketing. And video on LinkedIn is no exception. A recent report from Kleiner Perkins indicates that 62% of B2B marketers rate video as an effective content-marketing tactic. Not only that, but, according to internal data from LinkedIn, users are 20 times more likely to share a video on the platform than any other type of content.

Thanks to a recent guide published by the platform, leveraging video on LinkedIn for the supply chain has never been more attainable. The Tech Marketer’s Guide to B2B Video is an invaluable resource. Whether you’re relatively new to B2B video marketing, or a seasoned video creator, the guide contains useful nuggets of information, as well as examples of effective video on LinkedIn, for marketers at any stage.

We’ve pulled out key points for you.

6 steps to approaching video on LinkedIn

It’s worth pointing out that the six steps that LinkedIn identifies to building an effective video strategy are applicable elsewhere as well. Your strategy for video on LinkedIn should likely also apply to your strategy for video content across your digital assets.

1) Analyze your buyer’s journey

Consider the unique buyer’s journey for your company. What content do prospects want to see at each stage, and what actions do you want them to take?

2) Set your marketing strategy

What medium is optimal for delivering content at each stage? Which stages are particularly conducive to video content?

3) Establish metrics and KPIs

Choosing the right key performance indicators (KPIs) and metrics will allow you to determine how your content is performing.

4) Create video content

At the stages where video content is the best way to deliver, what type of video is most effective?

5) Target your content

Use your understanding of your target audiences, in combination with the targeting capabilities of LinkedIn, to ensure that your video is reaching the right people at the right times.

6) Optimize your campaign

Keep track of your data. Note what’s working. Adjust what isn’t performing.

Using video on LinkedIn throughout the buyer’s journey

Awareness

The first stage of the buyer’s journey, the awareness stage, is particularly opportune for video on LinkedIn. At this point, your goal is to tell a story, evoke a response, and introduce your brand and products.

Videos at this stage should be concise and geared to connecting with your audience, demonstrating an understanding of their challenges, and how your company is positioned to address those challenges.

LinkedIn’s guide points out a major advantage of video: its measurability. As opposed to text-based marketing, where your knowledge of audience behavior is limited to downloads and time on page, video on LinkedIn comes with richer data. You can tell, for example, when someone has watched your video and when they stopped. This means you can adjust your video length suit the preferences of your audience.

At the awareness stage, important video metrics include how many times your video was viewed, how much of the video was watched, and how many viewers responded to your call to action.

Consideration

Using video on LinkedIn for the second stage of the buyer’s journey, the consideration stage, is about introducing your products and their features, as well as giving a sense of what it’s like to work with your business. Ideal video formats at this stage include explainers, case studies, webinars, how-to videos, and virtual tours. Your foremost goal is to be authentic and to represent your business and the solutions it offers.

Key metrics at this stage are about engagement. Keep track of the number of interactions your videos get (comments, likes, clicks, shares, etc.), compared to the number of views. Also keep an eye on your estimated cost per view (eCPV) to track the efficacy of your video budget.

Decision

Because the decision phase of the buyer’s journey is all about personalization, video has traditionally been used less here. But that’s starting to change. Authentic, trust-building videos can be a powerful asset for the decision stage, reassuring your prospects that they’re making the right decision, using testimonials from existing customers. Welcome videos, FAQ sessions, and webinars are also effective in the decision phase, as well as full-length product demonstrations.

If you’re using lead-generation forms with your video on LinkedIn, keep track of which generate the most leads, as well as the quality of those leads. Otherwise, track click-through rates to gain insights into your estimated cost per click (eCPC).

Metrics for video on LinkedIn

LinkedIn offers a robust set of metrics for videos on its platforms:

  • Views: At least one second of playback while the video is at least 50% on screen on desktop, or 300 milliseconds on mobile
  • Views at 25%: The number of times your video was watched at 25% of its length, including watches that skipped to this point
  • Views at 50%: The number of times your video was watched at 50% of its length, including watches that skipped to this point
  • Views at 75%: The number of times your video was watched at 75% of its length, including watches that skipped to this point
  • Completions: The number of times your video was watched at 97-100% of its length, including watches that skipped to this point
  • Completion Rate: Completions divided by views as a percentage
  • View Rate: Number of views divided by impressions, multiplied by 100
  • eCPV: Estimated cost per view
  • Full Screen Plays: Total number of clicks to view video in full screen

Do you use video on LinkedIn for your business? Let us know your experience in the comments.

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Marketing Metrics That Matter

Marketing Metrics That Matter

by | Mar 30, 2016 | Blog, Marketing

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Use these six metrics to communicate the success of your marketing efforts to your boss.

If you are responsible for marketing for your company, you may feel that your tireless efforts are sometimes difficult to quantify to your boss. Much of what we in marketing do is behind the scenes, measured by myriad metrics that demonstrate our strategies are at work. Oftentimes, those metrics do not necessarily speak the same language as our boss.

We are motivated by website visits, conversion rates, generated leads per channel, engagement on social media platforms, blog post shares, email click-through rates, and many other methods that can illustrate the success of today’s marketing campaign. But when you are trying to present the impact of your marketing strategies to your boss, it is hard to demonstrate all of this with measurable results.

You probably sense this, too — a sort of unspoken question mark hanging in the thought bubble over your boss’ head. You share that email click-through rates went up 40%, and there is a blank expression on his or her face. You suspect your boss may not fully appreciate the importance or the overall impact of your work.

And you are probably correct. Bosses theoretically understand that a solid marketing team can directly impact your company’s bottom line, but a whopping 73% of executives don’t believe that marketers are focused enough on results to truly drive incremental customer demand.

Your boss is looking for marketing metrics that matter to him or her, ones that they clearly see a result (or a connection) in customer acquisition or increased sales. This means you must be prepared to report on data that deals with the total cost of marketing, salaries, overhead, revenue, and actual new customer acquisitions.

Six Marketing Metrics Your Boss Wants To Know

There are basically six marketing metrics that your boss is interested in. Here is a brief overview:

  1. Customer Acquisition Cost (CAC): This is a metric used to determine the average amount your company spends acquiring a new customer. Take what your company spends in marketing costs, divided by the number of new customers it produced. There you have the price of each new customer.
  2. Marketing Percentage of CAC: This is taking your marketing department costs and dividing it by the total cost of both sales and marketing to determine how much your company is spending on marketing as it relates to the what you spend to acquire new customers. A low marketing percentage of CAC shows that your marketing programs are relatively inexpensive for the results they are producing.
  3. Ratio of Customer Lifetime Value to CAC: This is an estimate of total value that your company derives from each customer, compared with what you spend to acquire that new customer.
  4. The Time to Payback CAC: This calculation demonstrates how many months it takes for your company to earn back the CAC it spent acquiring your new customers.
  5. Marketing-Originated Customer Percentage: This takes all of the new customers from a set time period and examines what percentage of them started with a lead generated by your marketing team.
  6. The Marketing-Influenced Customer Percentage: This is a metric that highlights all of the new customers that marketing interacted with while they were leads, anytime during the sales process.

When reporting to your boss about the most recent marketing results, it’s crucial to convey your performance in a way in which he or she can quantify the results in terms of impact to the company. Rather than focusing on “soft” metrics like per-post Facebook engagement, use the top six metrics that demonstrate how the marketing efforts led to new customers and what those customers are worth to the company’s growth and success.

For more tips on how to calculate and demonstrate theses metrics, download our cheat sheet on how to show your boss the measurable value of your marketing strategies.

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