LinkedIn recently made a move that has made it infinitely more attractive to B2B advertisers. The iconic social media site known for being the network for business announced that brands can now post a native video to their Company Pages and then run targeted ad campaigns.

The significance of this product release should not be underestimated, especially for B2B brands. Here’s why.

LinkedIn finally launched native video for individual users last August (they were the last major social platform to do so). It was a move that many experts at the time were saying came too late in the game.

However, with many users having tremendous success with the reach and engagement on their videos on the platform; nobody is questioning the move now.

The rollout of video advertising for brands couldn’t come at a better time.

Brands are able to post videos to either their Company Page or Showcase page. Using LinkedIn’s Campaign Manager enables audience targeting via job title, industry, company name and more.

However, using LinkedIn’s Matched Audiences allows brands to take their targeting to the account level. You can create a list by uploading emails from current accounts if you want to target existing customers.

To target new accounts with your video ads, just upload a list of emails from the company CRM from prospects that are in the lead development stage.

Then, track the results with LinkedIn’s built-in conversion tracking.

 

Originally published on my column on Inc.com

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