How to Run an Automated Personalized Video Campaign on LinkedIn
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Photo by Alexander Shatov on Unsplash
Did you know that you can run an effective automated personalized video campaign on LinkedIn? If you didn't then you should, so keep reading and find out how easy it is.
The Importance of LinkedIn
After some initial jostling in the early stages, segmented social networks have now become stabilized and familiar. Twitter is the place to go for opinions, TikTok and Youtube for videos, Instagram for photos and facebook for conspiracy theories and everything else. But for business, LinkedIn has firmly established itself as the go-to platform, especially for B2B.
LinkedIn has now evolved beyond being just a social network into a powerful marketing tool. Actively using LinkedIn is an essential part of being a fully plugged-in professional in any industry today, and it offers a multitude of potential uses:
Company Page - With a company page, any business can reach its target audience. It can promote your business’ products and services as well as laying out its values and vision.
LinkedIn groups - LinkedIn groups can be used to connect and interact with other relevant industry leaders, peers, influencers and customers.
Generating Leads - With 700 million members in more than 200 countries around the world, it provides a massive database of established contacts and potential leads. LinkedIn is one of the best platforms for generating leads, especially B2B.
By producing content or directing traffic to your website or page, LinkedIn can attract users and turn them into potential customers.
Along with conventional techniques like producing content that possible customers can download or steering potential traffic to your website or landing page, LinkedIn provides unique ways of attracting leads and turning them into potential customers.
A massive 81% of B2B businesses say they use LinkedIn for their product launches so it's obviously a crucial channel for increasing brand awareness.
Creating a professional network - But possibly the most important and beneficial reason for using LinkedIn to grow your business is the abundance of industry professionals who are also looking to network and grow their presence on-line and off-line.
The connections made on LinkedIn are more meaningful and effective than on other social media platforms as people are there almost exclusively for one reason - business. With one common shared goal, it brings focus and relevance to your growth strategy.
The Next Generation of LinkedIn
A successful business never sits still or it will stagnate, especially in the fast-moving on-line digital world. It continually needs to reflect and reinvent itself to meet changing needs and expectations as well as innovate to establish new trends. It's the same for LinkedIn and especially now after the disruption caused by Covid which has created a major rethink of the way we communicate and do business. This useful blogpost provides a good overview of the changes LinkedIn is bringing in and suggests a shift towards improved social connections and interactions.
With LinkedIn's establishment as the prime player in business-related networks, it was an obvious next step for others to find and develop more effective ways to network and promote within the LinkedIn platform. A new generation of external apps and start-ups has emerged that make that experience easier and more rewarding.
One such start-up is Prospect Labs which provides services and software to boost lead generation and unleash the full potential of the LinkedIn network.
LinkedIn and Video Personalization
Personalized video campaigns powered by Motionlab Platform have been proven to reach the parts that ordinary campaigns simply cannot reach. By creating customized, targeted messages that use the increasingly popular medium of video and are personalized to grab the viewers' attention, key engagement metrics are boosted across the board.
The preferred delivery channel for our personalized videos is by email for several reasons. They can also be delivered via Whatsapp and Message.
They can also be delivered on LinkedIn by sending a personalized thumbnail with a link to the video via a LinkedIn Message. However, until now, it had to be created manually so it was not practical for a full campaign involving multiple videos.
Now, thanks to Prospect Labs technology, we are able to help create automated personalized videos on LinkedIn. This is a big development and opens up huge potential.
How Prospect Labs and Motionlab are teaming up to create an automated campaign for LinkedIn
Let's say you have your targeted audience on LinkedIn from a search and have found 1000 marketers to whom you wanted to send a personalized video. Before, this had to be done manually, sending out 1000 individual messages. It's time consuming and so not really effective as all that precious time could be used more constructively doing something else.
But thanks to Prospect Labs you can now connect and distribute automatically and it's a potential game-changer.
“The Prospect Labs extension tool will revolutionize the way that a brand can run a marketing campaign on LinkedIn using Motionlab Platform, making it faster and more effective in generating leads in the B2B community.”
Prospect Labs provides software that is an extension tool for LinkedIn. While other tools have similar functionality, the crucially important element that Prospect Labs has is a custom field. Thanks to this custom field, data from Motionlab Platform (a URL containing the personalized video) can be sent automatically to everyone on the database.
The first step is to find your target group using a LinkedIn search. With this list, the URL of the search results is inputted into the extension, and Prospect Labs creates a database of the contacts which is then connected with Motionlab Platform. At this stage, the workflow of the campaign can be created such as the automated timetable for sending out the messages and the text you want to include in the messages. This is also where the custom field is filled in.
Next, a connection message is sent from Prospect Labs to each individual contact on the database and the automated workflow kicks in when the connection message is accepted.
Then, (as seen in the image below) an automated personalized message is sent to the contact containing a clickable personalized thumbnail.
On clicking the thumbnail, the viewer is taken to a landing page (as seen in the image below) where the personalized video created by Motionlab can be viewed an enjoyed. All the usual personalized elements that Motionlab Platform offers can be utilized.
Further correspondence with a contact can also be automated but switches to manual as soon as they respond any time so you can jump back in to control the conversation personally.
This cuts out a lot of the unavoidable monotonous tasks that lead generation can involve and again, give you more time to focus on other tasks.
This development massively increases the impact and efficiency of a campaign, and in addition to this, we are currently working with Prospect Labs on a solution to connect to the database via API which will make the process even faster and allow video creation in real time.
Conclusion
As is widely known, you basically have one shot at getting your message across to a lead or customer, so you need to make that one shot count. This is especially true on LinkedIn where, despite an abundance of potential connections, competition for attention is fierce. So to do this right, you need to use all the tricks and hacks in your toolbox and one of the most effective ways has proven to be a personalized video. Thanks to Prospect Labs extension, this process can now be automated and dramatically improved.
If your brand is publicizing an event, launching a new product or service or just promoting an existing product on LinkedIn, it is now super-easy to run a campaign that your target audience will notice and engage with. And that is good for your business.
Danny Holman, Motionlab