According to Cisco, 82% of all internet traffic will be driven by video by 2021. Consumer brands have been leveraging video for each stage of the buyer path for what seems like forever, and now the B2B segment is catching up quickly.
Back in August of 2017, LinkedIn began allowing individual members to upload videos they could then share with their connections. And since then, the number of mortgage industry pros I’ve seen uploading videos to the platform has grown rapidly.
According to the HubSpot State of Video Marketing Survey, by the end of 2017 38% of marketers were sharing video content on LinkedIn, 75% reported it to be a successful tactic and over half said they would continue or start, in 2018.
Introducing…Native Video Ads
In late March of this year, LinkedIn took the next step with sponsored content and introduced Native Video Ads. They’re referred to as “native” because they appear right in the news feed like any other company post.
According to LinkedIn’s own research, engagement on native video ads is 3 times longer than other forms of sponsored content!
So, with this introduction, you, as a mortgage industry marketer, can now use Campaign Manager on LinkedIn to target video ads at an extremely granular level to a very specific audience. You can target by job title, company size, groups your audience belongs to and much more. You can even upload a CSV to target by company name or at the individual level by matching email addresses with accounts.
For example, if you’re releasing new technology or an update to existing technology that enhances the process of manufacturing a mortgage, you may have two different personas you need to speak to within the same company: one might be the CTO and the other, the CEO.
Best practices dictate creating variations of the same video to speak to different personas because individuals have different needs and concerns that must be addressed. Therefore, they should receive different messages.
The more targeted your message, the smaller and more precise your audience and the more relevance the message will have for the viewer. This creates a better experience for your prospects and higher value clicks.
But what happens when they click through? Where do they go?
An important component of your campaign will be tracking. You can use Google’s free URL builder to create a URL for click-through with tracking data. This way you can see how people are interacting on your website after they click and then use that data to further enhance your campaign.
There’s been a real drive to provide the B2B segment with similar experiences already offered to consumers from B2C companies because people measure by the same standards whether they are making a personal or business purchase. Given the data shared earlier, video has emerged as a valuable piece within this puzzle of creating a great experience for your audience!