Right, so I sat down with David the other day, a real guru in the B2B sales world, to pick his brains about something that’s been buzzing in my head – personalized video messaging on LinkedIn. We wanted to understand how to use these techniques to generate new business. Let’s dive in.
Why Video? Why Now?
First off, we had to address the elephant in the room: why video? David was pretty clear. “Think about it,” he said, leaning forward, “everyone’s drowning in text. Emails, LinkedIn messages – it all blends together. A personalized video cuts through the noise. It’s human, it’s engaging, and it shows you’ve actually put some thought into reaching out.”
And he’s spot on. We’re living in a visual world. Video conveys so much more than text – tone, personality, even body language. It builds instant rapport in a way a cold email never could.
Crafting the Perfect Personalized Video: The David Method
So, how do you actually do it? This is where David’s practical advice really shone.
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Know Your Audience – Like, Really Know Them: This isn’t just about knowing their job title. David stressed the importance of genuine research. “Look at their LinkedIn profile,” he urged. “What articles have they shared? What groups are they in? What are their pain points? Tailor your message to their specific needs and interests.”
Actionable Tip: Spend at least 15 minutes researching each prospect before creating a video. Look for conversation starters, shared connections, or opportunities to showcase your understanding of their industry.
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Keep it Short, Sweet, and Value-Packed: “Nobody wants to watch a five-minute sales pitch,” David chuckled. “Aim for 30-60 seconds, tops! Get straight to the point, highlight the value you can offer, and end with a clear call to action.”
Actionable Tip: Script your video beforehand. Focus on one key benefit and use a conversational tone. End with a specific question, like ‘Would you be open to a brief chat next week to discuss this further?’
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Personalize, Personalize, Personalize: This is the key ingredient. Mention their name, their company, or something specific you learned about them. “Even a simple ‘Hi [Name], I noticed you shared an article on [Topic]…’ shows you’ve done your homework,”, said David.
Actionable Tip: Use a whiteboard or a prop to write their name or company logo. It’s a simple touch that makes a huge difference.
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Invest in Decent (But Not Perfect) Quality: You don’t need a professional studio, but a clear picture and good sound are essential. “Natural lighting is your friend,” David advised. “And make sure you’re in a quiet environment without distractions.”
Actionable Tip: Use your smartphone with a decent microphone. Test your lighting and sound before recording. Don’t overthink it – authenticity is more important than perfection.
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Choose the Right Platform: “While LinkedIn’s native video feature is great, consider using a dedicated video platform that allows for tracking and analytics,”, David suggested. “Tools like Loom or Vidyard provide valuable insights into who’s watching your videos and how engaged they are.”
Actionable Tip: Experiment with different platforms to see which one works best for you. Track your video views, engagement rates, and response rates to optimize your strategy.
Emerging Trends and Technologies: AI to the Rescue?
We also touched on the future of video marketing on LinkedIn. David mentioned AI-powered video creation tools as a potential game-changer. “Imagine being able to automatically generate personalized videos at scale,” he mused. “AI could help you tailor your message to different segments of your audience and even predict which topics they’re most likely to be interested in.”
However, he cautioned against relying too heavily on automation. “The human element is still crucial,” he emphasized. “AI can help you streamline the process, but you still need to bring your own creativity and personality to the table.”
Engagement and Understanding Your Target Audience
Understanding your target audience is key to engagement. I am suggesting that once the video is created, before sending it, to first try and engage with that prospect. It could be as easy as leaving a meaningful comment on one of their posts. This starts to build the relationship before you try to connect with them.
This engagement has to be genuine and needs to be targeted to areas that they are clearly interested in. Any other approach will be obvious and will be interpreted badly by the prospect.
So, what did I take away from my chat with David? Personalized video messaging on LinkedIn is a powerful tool for B2B sales. It’s all about cutting through the noise, building rapport, and delivering value in a way that resonates with your target audience. Remember to research, keep it short, personalize like crazy, and invest in decent quality. It may not be easy but it will pay off.
