Best Practices LinkedIn Video Marketing Strategy [2018 Release] For How-To Videos

Bijgewerkt: 29 aug 2018

Use The Linkedin Video Strategy Canvas To Get A Return From Your Video Investment.

  • Write down the result you expect from your how-to video

  • Create a profile (Behavioral Persona) of your customer

  • Find out which questions your persona are searching for

  • Create content to answer these questions

  • Find out which type of format you are going to use

  • Promote your video via your profile, friends, colleagues, influencers and paid advertisement

  • Experiment with your content to get better results

  • Set KPI’s to measure your result and see if your strategy works

  • Write your learnings down to get a better result next time

How Could Linkedin Native Video Generate Leads for My Company?

Smart B2B marketers know that customers spend 70% of the sales funnel online before ever contacting a sales rep.

During the course of their research, buyers are searching for the best solution to their problem.

The internet is like a jungle. It offers massive amounts of quantitative B2B content, so it’s hard to figure out exactly which website is the best authority on the subject.

This is why most leads search for qualitative B2B content that can help them judge whether or not to visit your website.

Linkedin native video marketing can be an effective channel for qualitative B2B content. Besides adding value to customers in the Awareness phase, it’s also an easy way to get information across.

Studies have shown that people can recollect 80% of the message from a video – compared to a mere 10% when reading it in text.

Video also gives your company a face, and therefore a nice way to introduce the culture of your company.

Last but not least, due to the rise of YouTube and Netflix, watching videos has become a habit for people.

In fact, 80% of all the traffic in the world comes from people watching videos.

Offering your lead a high-quality how-to video in the sales funnel is the next logical step.

How Could the Linkedin Video Canvas Help my Native Video Strategy?

Does anyone start a business without a plan? Of course not. The same can be said for good video marketing. You start with a plan to reach your goal.

You just need a simple overview to see what kind of results you want to achieve and how you get there.

The Linkedin video canvas consists of 9 elements. Think of it metaphorically as a recipe for baking a cake.

If you follow every step of this recipe, you’ll have a delicious cake.

But If you add too much flour, or if you don’t add sugar, the cake may taste very different -- and fewer people will like it.

Using the LinkedIn video canvas gives you an overview of your plan and keeps you on track.

Using the Linkedin Video Canvas for Your Video Marketing.

So what are the elements of the Linkedin video canvas, and how do I use them to build my own video strategy for LinkedIn native video?

1. Pinpoint the Results You Want

Setting goals for your video sounds simple enough. Unfortunately, what I see is that most of the time, the how-to video becomes the goal, and businesses are not getting the results they hoped for.

In this section, you’ll write down the end results you want from your Linkedin video marketing efforts.

For example:

I’d like to use videos showcasing our company culture to create awareness among high-potential recruitment candidates and get them to make an appointment with our Human Resources department.


I’d like to use how-to videos to get more traffic from LinkedIn leads from mid-sized law firms, directing them to download a content marketing guide in exchange for their email address.

2. Create a Profile of Your Customer

Think of yourself like a spy. You’ve got to get close to your mark – but before you do, you need to know everything there is to know about your mark so you can achieve your objective.

This is what the Buyer’s Persona does. When you start by crafting a profile of your ideal customer, it makes it easier to find out the questions your persona has.

It’s fun to do and a good exercise to start getting to know your customer.

To create a Persona, you can use your Buyer Persona canvas.

No worries if you don’t have one; it’s already been included in the LinkedIn Video Canvas.

Include this in your persona:

  • General profile

  • Personality

  • Needs and goals

  • Challenges

  • Offline & online places

  • Behavior

You can use the OCEAN model (or the Big Five Personality Traits) for inspiration on the personality part of your Persona.

3. Find out the Questions People Want Answers For

After you’ve set a goal and gotten a good description of your Persona, you need to find out how you can help them.

To find out what they usually search for, you can do a Google Search Hat.

Type your keywords into Google and see what people search for.

With the possibility that voice search (Siri, Google Home, or Amazon Echo) will dominate in the near future, you should think about all the relevant questions around your keywords.

You could check out Answerthepublic to find out what questions your customer has around your keywords.

You can also visit BuzzSumo to see what popular content people like.

When you’ve come up with a list of questions that your Persona might have, you can then decide which one you’d like to answer.

To make it easy, start by answering one question. Find out if other people have answered this question before in Linkedin (search via Google LinkedIn), and then see how you can top the existing content out there and create answers that add value to your leads.

4. Create Content to Answer these Questions

Now that you’ve got an idea of what your target group is searching for, write down the possible questions and add the answers.

Your leads are searching for answers, and whether they know you or not, you can make these videos a positive touch point in your sales funnel.

Think of them like trailers to the movie that is your company. You’re giving them a glimpse into what your company is about and what it can offer them.

But you’re also entertaining or educating them at the same time, and you want the trailer to effectively draw them in so they want to know more.

These new viewers will then see it as the first impression of your brand.

In fact, 95% of your how-to video should be adding value to create that “wow” moment with your lead.

When you do this, boasting about how great your brand is isn’t’re already offering them value without them paying, which then boosts the trust in the relationship and consumer confidence in your brand.

5. Find out Which Format You’re Going to Use

The type of video is, in this case, the how-to video. One idea is to do it in your office, where an employer explains it in front of a whiteboard about a hot industry-related topic.

6. Promotion

Figure out how you want to promote your how-to video. And by “promoting,” I don’t mean spamming it on Linkedin.

Be a part of the community. Join groups and respond to questions.

If it feels appropriate, share your video link with them. Ask colleagues to share it, send it to customers, or ask influencers to share it.

Experiment with your content. Every time you record a new video, try and see if you can improve your video.

You can pay attention to certain key video metrics and see if you’re satisfied:

  • where people drop off,

  • video completion rate,

  • CTA and how you can boost these conversion rates.

7. Set KPI’s to Measure Your Results

To measure your results, you can track KPI’s. These indicators tell you if your video is getting the results you want.

For instance:

  • engagement (likes, comments, shares etc.),

  • brand mentions,

  • traffic,

  • inbound links,

  • the completion rate of the video,

  • sign-ups,

  • downloads,

  • or sales appointments.

Write Your Learnings Down to Get a Better Result Next Time

It’s always fun to learn something, so do make sure you write down what you’ve learned in the section learnings. This will help make your next video better.

That’s it. You now know know how to use the Linkedin video canvas to keep you on track as you build your LinkedIn marketing strategy.

I’ve used every single one of these tips at one point or another to build influence, generate leads, and drive results from LinkedIn.

Here’s a quick recap of the 9 elements you can start running your Linkedin video strategy with today:

  • Use the Linkedin video strategy canvas to get a return on your investment

  • Write down the results you expect from your how-to video

  • Create a Persona of your customer

  • Find out which questions your persona is searching for answers to

  • Create content to answer these questions

  • Find out the format you are going to use

  • Promote your video via your profile, friends, colleagues, influencers, and paid advertisements

  • Experiment with your content to get better results

  • Set KPI’s to measure your results and see if your strategy works

  • Write your learnings down to get better results the next time