I have an exciting announcement to share with you. If you’re in B2B marketing, you should be really excited too. Just last week, LinkedIn released the feature that allows you to add clickable links into the videos that you post on to LinkedIn. And literally, this is a hovering element that appears over top of the video itself that your viewers can click on to go wherever you want to send them.
When people watch our videos, we don’t really know whether or not it’s working. We watch our analytics, we look at views, we look at comments and shares, but there’s really no direct call to action. But with this new feature, now you can send them directly with UTM tags, you can track all of this, full funnel. I’ve personally been waiting for this day for years. I feel like it was inevitable, but it just wouldn’t happen, and finally it’s here.
And this is why I love using LinkedIn for B2B marketing. I think the use case just matches so well, when we as marketers are creating content, we’re not trying to go out there and get famous. We’re trying to build a funnel. We’re trying to build top funnel content, that brings people into consideration stage and an eventual conversion, and without the ability to drive action within video, it’s always been difficult to know whether or not video is working or not. We just know it’s working because we get anecdotal evidence. We know that people are watching the videos that we create. We know that people enjoy and appreciate the video but we never really know whether or not people are taking action as a direct result of watching video content.
Let me give you some ideas on how you can use this. You can pop in the link that sends people to register for a webinar and at that webinar, you can ask for an email address and then they can become part of your CRM. If you have gated content like an ebook, now you can link directly there, send them there, and if they want to read your ebook, they’ll submit their information and now you have them captured on your lead funnel.
The only tricky thing I noticed is that I couldn’t find this option on my laptop or desktop. So, you kind of have to go onto your mobile device, download the LinkedIn mobile app, create a video or make a video post. And then you should see a link icon that allows you to add that clickable link that appears over top of your videos. And as far as I know, this isn’t something that you can currently do on Instagram or Facebook or TikTok. So this is quite special. I’m looking for ideas on how I can use this new feature. So please share with me your ideas in the comments below and if there are any other exciting updates I come across, anything around social media, content marketing or video, I’ll be the first to tell you. but until then, I’ll see you in the next.
