LinkedIn's video advertising
November 8, 2020

LinkedIn’s video advertising quick 3-Step guide

Unlock the potential of LinkedIn's video advertising with our 3-step guide for boosting website traffic and attracting leads.

In the start of this year, LinkedIn rolled out the ability (LinkedIn’s video advertising) for brands to create sponsored video for company pages, a new ad option for the platform.

Below is a three-step guide to assist you through your experience with LinkedIn video ads to both increase your website traffic and attract leads for your business.

3-Step guide to using LinkedIn’s video advertising

1. Pick a landing page with value

You are able to create a specific landing page to direct your LinkedIn traffic to, or you can pick an existing page – but the key here is to provide something of value. When someone clicks on your ad and lands on your website, you need to be able to offer valuable and interesting content that would be relevant to them.

The main goal is to introduce your audience to your website, and once you have attracted their interest, to add them to your mailing list. Therefore, you have a form of contact with them to market, in the future.

With this in mind, you now know where you want to filter your LinkedIn traffic to, so let’s get to making a quick video.

2. Create a quick and compelling video

Firstly, your video does not have to be on standards to a Hollywood blockbuster – in fact, the more personal and to-the-point, the better.

Keep these tips in mind as you record your video:

  1. Make sure your video is well lit
  2. Be aware of the audio quality
  3. Have a plan for what you’re going to say in the video

Video Structure

video structure

It is suggested that the length for your video should not exceed longer than one minute. If you can make your point in less time, that’s even better. As you are listing your main focus points for your video, you are going to want to preview your points in the first 10 seconds of your video.

Remember, your video will auto play once it comes into the viewer’s feed, so if you don’t grab their attention quickly and give them a reason to keep watching, they’ll just keep scrolling.

“If you’re having trouble marketing your business on LinkedIn, I want to help you. Today I’m going to share with you 5 Proven Ways to Dominate LinkedIn Marketing in 2018. Here’s number one…”

To follow, your next 30-35 seconds are aimed in providing your viewers with the first point in your blog. Make sure the advice you share in the video is impactful. Don’t hold back. Provide value. For the last 15 seconds of your video, provide the tease. To get the other four tips, they’re going to need to click the button to go to your blog post.

Video Format And Subtitles

As you create your video, you’ll also need to keep these formatting issues in mind.

• Record your video horizontally
• Your video will need to be in MP4 format
• Add subtitles to your final video

3. Create Your Ad

Once you’ve determined your landing page and created your video, you’re ready to create your ad in LinkedIn Campaign Manager.

In order to create a video ad, you must be an admin on a company page with access to the Campaign Manager tool. You also have a role higher than viewer or  granted permission to post direct sponsored content. Once you’ve created and named your campaign, you can choose one of three objectives for your ad.

  1. Send people to your website or content
  2. Collect leads using LinkedIn Lead Gen Forms
  3. Get video views

For this example, you’d select the first objective to direct people to your blog post. From there you can upload your video, select your target audience criteria, and set your budget.

Don’t Forget to Set Up the Insight Tag

As with any advertising, having good data to analyse and apply to future campaigns is invaluable to maximise your ad spend. That’s why you need to make sure the LinkedIn Insight Tag is set up on your website. According to LinkedIn, the Insight Tag enables you to:

“…track conversions, retarget website visitors, and unlock additional insights about members interacting with your ads.”

Once your campaign is active, review the data from your Insight Tag regularly. From there, you can retarget your website visitors with new content, reach out to them directly, and convert these warm leads into customers.

With video content rising in popularity on all platforms, its a worthy addition to your LinkedIn toolkit, and its worth exploring the value of the option in your strategic process. Let us help you get started!

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