If you are marketing a predominantly B2B legal firm, you know that catching your audience’s attention and cutting through all the social media ‘noise’ can be difficult. Video is an increasingly popular tactic that you can use to engage audiences (and improve the likelihood of a positive user experience and ultimately a purchase decision).
Recently, Linkedin released a major update that lets users “tell enthralling stories” through sound, sight and motion. They call this ‘Video for Sponsored Content’. This allows B2B marketers to bring their campaigns to life and achieve their marketing objectives.
Video for Sponsored Content can help you achieve this by:
- Building brand awareness, by delivering visual stories on Linkedin
- Driving qualified traffic to your desktop or mobile friendly website
- Collecting high quality leads with Linkedin’s new Lead Gen Forms or a CTA (call to action) button.
Without accurate targeting options, you risk wasting much of your budget trying to get your advert in front of the right people. Thankfully LinkedIn has increasingly detailed B2B targeting capabilities. They allow you to target your potential audience by; job title, industry, company, skills and numerous more detailed filters. With some fine-tuning you can customise your audience to reach the right potential customers.
Another benefit is that you can measure your campaigns success through insights and segment who is watching, and who is converting on your video AD’s. The LinkedIn integration tool Conversion Tracking is useful for this, as it notifies you of website visits, sign-ups and the number of leads that your video content generates. This helps you ascertain which video content is working well and which ideas need improvement.
LinkedIn has made video sharing available for all companies and publishers, allowing more potential engagement and in turn conversations to take place. In fact, according to LinkedIn’s beta program results; Company page video is 5x more likely than other types of content to start a conversation among members.
Video for sponsored content is different to the usual pre – or post-roll video ads. It lives directly on the newsfeed, as an individual post. This enables the new video ads to be distinctive and potentially attract more prospects to your company.
We provide a full video creation and LinkedIn video advertising management service for the legal sector. Get in touch for more information about how we can help your business engage with potential clients.