LinkedIn is the go-to network for B2B prospecting for quite a few reasons:
- There are 65 million decision-makers on LinkedIn
- LinkedIn was rated the #1 platform for B2B lead generation
- There are 17 million opinion leaders on LinkedIn
- 73% of buyers are more likely to consider a brand if the salesperson reaches out via LinkedIn
- LinkedIn is the most-used social media platform amongst Fortune 500 companies
- 80% of B2B leads come from LinkedIn vs. 13% on Twitter & 7% on Facebook
- LinkedIn’s audience has 2x the buying power of the average web audience
These figures are more than enough to prove just how important LinkedIn is in any serious prospecting strategy.
After all, that’s why you’re here - you know LinkedIn is a literal goldmine of prospects, but need some help with leveling up your game, right?
Not to worry, because in this blog, we’ll go through all you need to know on this topic:
- We’ll reveal the ultimate secret ingredient of every efficient LinkedIn prospecting message that will add a special flavor to your recipe for success; 🥂
- In addition, we’ll provide you with as many as 8 expert tips on how to use that ingredient in your own LinkedIn prospecting messages for maximum efficiency.
And if you need more, check out our tips on LinkedIn prospecting.
What makes videos the crucial part of successful LinkedIn prospecting?
There’s no better way to warm up your prospects and spark their interest in your brand than by actually contacting them, as the power of communication - especially face-to-face one - is not to be underestimated.
However, with the ever-growing number of users, LinkedIn’s inboxes are getting as crowded and bombarded with spam as email inboxes, so it’s becoming increasingly more difficult to cut through the noise.
Luckily, there’s one foolproof way that will ensure you’re both seen and heard by prospects, despite the clutter and the hullabaloo of the contemporary B2B market.
Enter its majesty - video. 👑
Videos are the one thing that works like a charm when it comes to taking the edge over your competition.
Let’s quickly skim over some handy stats to show you just how powerful weapon videos can be in LinkedIn prospecting:
- LinkedIn video posts are five times more likely to start a conversation
- 59% of senior executives claim that if both options are available, they prefer watching a video on a topic over reading it in text
- Campaigns on LinkedIn with videos have view rates of 50%
- Video posts on LinkedIn are shared 20 times more than other content formats
- Personalized videos have a 16x higher click-to-open rate and around 4.5x increase in unique click-throughs
- Video posts on LinkedIn earn 3X the engagement of text-only posts
- In one year, LinkedIn video posts generated more than 300 million impressions on the platform
We could go on ranting about the awesomeness of videos for hours without end, but we’ll spare you the read.
The bottom line is that video content never falls short in helping both your pitch stand out from the crowd, and your brand outshine other look-alikes.
Moreover, genuine, human communication is the one thing you cannot do without when it comes to creating rapport and building trust.
That’s why we’ll give you 8 tips on how to use videos in your LinkedIn prospecting messages to ensure they’ll grab your prospects’ attention without fail.
As we’ve used them ourselves for quite some time now, we know they will not leave you wanting for prospects, no matter whether you’re a beginner or a LinkedIn veteran.
Our tips for making your LinkedIn prospecting messages more effective with videos are the following:
- Start at the beginning
- Personalize everything you can
- Scale your prospecting
- Make it prospect-centric
- Include social proof
- Add value to your message
- Less is more
- Follow up
Get ready to never be ghosted and ignored again! 👻
Tip #1: Start at the beginning
When contacting a prospect for the very first time, it’s common manners to start by shortly introducing yourself.
By that, we mean telling prospects things like:
- Who you are
- What you do
- What's in it for them - why should they care?
Introducing yourself face to face is always the best option when you’re just starting to warm prospects up. 🔥
Source: Sendspark.com
Being straightforward from the start and allowing your prospects to get to both see and hear you rather than read through generic text messages will help you stand out in a blink of an eye.
Videos are the second best thing after actual face-to-face contact, as they’ll allow you to make the most of everything you know and can - including both nonverbal and verbal communication.
How can you do it?
Well, with Sendspark, you can do it quite easily actually, since you can record a video in the compose message window itself.
Of course, if you’d like some more time to prepare for being a camera star, you can always record a video with Sendspark in advance and then simply upload it without much fuss.
Since this first message serves as an introductory video that’s supposed to help with putting a friendly face to your brand, make sure to put all of your persuasiveness and natural charm into it, to add some extra spark.
Camera spotlight is an awesome way to achieve that since you can literally ✨take the spotlight✨ when you need to emphasize something, and then go back to recording your screen when you need to.
Source: Sendspark.com
You can switch back and forth as often as you want in just a few clicks. Whenever it’s necessary to make a point, be sure to place the focus on yourself.
Tip #2: Personalize everything you can
Since 72% of consumers claim they will only engage with personalized messaging and 87% of internet users say that personalization positively influences how they feel about brands, the message is loud and clear.
A majority of both B2B and B2C consumers have begun to consider personalization a standard of service that’s to be expected from any serious business, and yours should be no exception.
After all, there’s no better way to show your prospects they matter to you than by giving them a custom-tailored experience they’ll remember.
How can you do it?
There’s a whole bunch of things you can personalize in your video message.
Your imagination is the limit here, as Sendspark enables you to personalize everything you may need in a prospecting video message, such as:
- A dedicated video landing page - rather than adding a video file to your message, Sendspark adds a preview image and a link to a video landing page. And the best part is you can fully customize it to your own liking by adding your or your prospect’s brand, a welcome message, a call to action button, and more.
Source: Sendspark.com
- Your video thumbnail - the first impression your prospects gather of your video can heavily influence their decision to open it or pass on it. So, adding a customized video thumbnail is sure to help you both cut through the clutter and spark their interest.
Source: Sendspark.com
This is especially true if you decide to use a GIF as a thumbnail since our eyes are naturally drawn to movement.
Source: Sendspark.com
Just pick a portion of your video you’d like to be featured, add a logo and a caption if you’d like, and you’re ready to go;
- A personalized CTA, as no prospecting message is complete without a call to action.
Given that personalized CTAs perform 202% better than regular CTAs, there’s no reason to leave this bit out of your personalization efforts.
Sendspark allows you to include a fully customizable CTA button in every video message you send.
All it takes is just one click and your prospects will be directed to any place on the web you’d like them to, or you can have them book a meeting with you by leaving a calendar link;
Source: Sendspark.com
By making it as easy as possible to respond to your call to action, the chances your prospects will do it are instantly higher. And what’s easier than simply clicking on a nice, big, shiny CTA button? 😊
And Sendspark can do all of this incredibly simply and effectively. Create a free account and get started sending LinkedIn video messages today!
Tip #3: Scale your video prospecting
When you’re a serious player in the prospecting game one of your aims is going to be to reach as many potential prospects as you can.
Prospecting is, after all, a game of numbers, whether we like it or not.
Source: Tenor.com
And even with a prospecting tool such as Sales Navigator by your side, it’s still no easy task.
That’s why it would be wise to try and save as much time and effort as possible by scaling your prospecting strategies.
On the other hand, if you want to build rapport with your prospects, you can’t have them feel like they’re just another number in your sales plan.
So, although there is no one-size-fits-all approach when it comes to personalized prospecting, there are some shortcuts. 😏
Those can help you scale your prospecting without having to give up on providing each prospect with a one-of-a-kind experience.
How can you do it?
Sendspark provides all the users - even those on the Free plan - with an option to create and manage video templates fit for every need.
Templates let set the Header, Message area, and Call-to-Action content for your videos in just a few clicks.
Source: Sendspark.com
And if you can’t think of what to say, you can always try using one of the suggested captions.
Source: Sendspark.com
That way you can create loads of similar, but essentially personalized videos that won’t have that cookie-cutter flavor to them.
Tip #4: Make it prospect-centric
In order to create video messages that will really resonate with potential prospects, you’ll have to make it revolve around them.
People just love talking about themselves, and if you show genuine interest in them, you’ll not only make them feel appreciated but will also get some invaluable insight into what makes them tick and how you can make the most of it.
How can you do it?
Luckily enough, it’s never that hard to egg people on to talk about the one subject that’s of vital importance to them - i.e. themselves. 😆
All you need to get them going is to ask the right questions, for example:
- Asking them about a common challenge they face in their line of business
- Asking them how they usually tackle that problem
- Asking for their opinion on something, be it an industry expert, a product, a service, a post they’ve liked or reshared, etc
These kinds of questions will both show that you think highly of their opinions and problems and will enable you to find out more about them and see how well they fit into your ICP.
Moreover, once you know things such as their biggest pain points, you’ll be able to devise a sales strategy custom-made for them alone.
In addition to asking questions, you can also mention things like:
- Their recent business achievements
- Big career changes and events
- The content they’ve shared
- Top certifications, awards, and honors
- Mutual connections
- Groups you’re both members of, etc
Congratulating prospects on their accomplishments or finding a common ground is always a good ice breaker that’s bound to get any conversation rolling.
Tip #5: Include social proof
If there’s one thing that’s universally well-liked and appreciated in sales and marketing, it’s definitely social proof.
Prospects simply love hearing about your product or service straight out of the horse’s mouth - that is from people who’ve had the chance to use them.
Making customer testimonials part of your prospecting strategy and including them in your video message is never a bad idea.
How can you do it?
In order to nail this part of prospecting, you’ll need:
- A number of satisfied clients - and if they’re bigshots in a given industry, all the better for you;
- Their video testimonials - it’s the same for customer testimonials as it is for messages in general. Videos beat text every time, especially when it’s necessary to convey a personal experience, genuine thoughts and feelings on a subject, etc.
Source: Sendspark.com
Sendspark allows you to get those video testimonials before you know it by using its Request Video feature.
Source: Sendspark.com
All your users need do is click on the link you’ve sent them, and they’ll start recording without having to install anything.
The video will then automatically be uploaded to you for further distribution.
Customer testimonials are a fantastic thing to include in prospecting because they will:
- Allow your prospects to hear about your brand from people who don’t have any material gain from speaking about it;
- Show them that your customers’ opinion actually really matters to you.
When asking clients for their feedback, make sure you ask the right questions, because only the questions that are spot-on can result in first-rate answers that will showcase just how great your brand is.
Tip #6: Add value to your video
Providing prospects with some value is a must if you want them to take the time to consider what you have to offer.
There’s no great philosophy behind this one - you just have to give some to get some.
How can you do it?
When sending video messages rather than regular ones, adding value to the context is much easier.
There’s nothing stopping you from sending over:
- Video tutorials and demos - to let prospects see your product in action;
Source: Sendspark.com
- Answers to FAQs - again, answering the vital questions in person is better than simply sending over pages of text;
Source: Sendspark.com
- Links to free resources - anything from a great blog post on a topic they could find interesting, to a free ebook, a case study, or any other industry-related resource that could be of use to them.
Tip #7: Less is more
When it comes to the length of your video message keep in mind that no one wants to sit through an equivalent of a LOTR marathon (the uncut version). 😵
After all, after only the first 30 seconds, about 33% of people will stop watching a video, and after two minutes, about 60% will no longer be watching a video.
So you have to keep your message short, while at the same time including everything that has to be said.
And remember - the first couple of sentences have to be compelling enough to spark prospects’ curiosity and make them want to hear more because all it takes is one simple click to exit your message and annul all the effort you put into it.
How can you do it?
Try arousing your customers’ interest by beginning with a bold statement, a counterintuitive fact or advice, or a thought-provoking question.
For example, you could start by claiming that an engaging customer experience can sometimes be delivered better virtually than in person, as it’s an assertion that is contrary to common beliefs and ideas.
You could then proceed by explaining why it is so, what are the benefits of virtual communication and customer onboarding and, of course, how your product can help prospects provide their clients with the very best customer experience out there.
Keep in mind that tossing a good hook will get you a long way, as it will compel prospects to want to hear more about the subject.
Source: giphy.com
The more outrageous the claim, the more likely it is people will sit through your video to the very end.
In addition, mention only the things that are the most relevant for the early stages of prospecting.
Remember, you’re aiming to spark interest, engage and lure your prospects in for starters.
Leave out everything that’s redundant for achieving those goals and save it for later.
Sendspark’s video heatmaps can help determine how well your video message performs by:
- Showing you which part of your video viewers watched during their session
- Providing insight into the total percentage of your video that was viewed during a session
That way you’ll pinpoint where exactly most prospects lose interest and bounce, so you’ll know what to improve.
Tip #8: Follow up
Connecting for the first time with your prospect is but the tip of an iceberg, as there’s a long way ahead of you.
And given that LinkedIn is the #1 social network of choice for 830 million professionals worldwide, it’s clear that you have to put in some serious effort if you want to stay at the top of your prospects’ minds as the competition is more than fierce.
So, regular follow-ups are a must, especially when you consider that 80% of sales require as many as 5 follow-ups, which means that simply throwing in the towel after a single attempt is never an option.
However, there’s a fine line between showing a professional interest and being pushy, so make sure you don’t cross it.
How can you do it?
It goes the same for follow-up messages as it does for regular ones - put the prospect in the focus of attention, at least in part, to avoid being too salesy.
That can be done by sending follow-up messages that:
- Congratulate on an important anniversary, job change, promotion, award, etc.
- Pose a question about their most recent post
- Compliment them on their accomplishments, etc
Moreover, a follow-up is always in order when you have something special in store for them, such as:
- A one-of-a-kind offer that’s tailored to their needs
- A new product release that could interest them
- An update of your product’s features
Source: Sendspark.com
- Special discounts or sales, etc.
All in all, just make sure that the follow-up is relevant to them in one way or another while finding a way to weave your product into the narrative.
And since Sendspark provides you with instant notifications as soon as your prospects have watched the video or clicked the CTA button, you won’t have to worry about following up a second too soon or too late.
Source: Sendpark.com
That way, you’ll always be right on time.⌛
Parting thoughts
And there you have it, all the basics you’ll need to become a pro in drafting LinkedIn prospecting messages that hit the bullseye every single time.
LinkedIn video messaging option is there for a darn good reason, so make sure to make the best possible use of it with these 8 prospecting tips:
- Start with the whos, the whats, and the whys of your business
- Make personalization a centerpiece of everything you do and send
- Scale your messaging to save time
- Get your prospects to feel appreciated
- Add a sprinkle of social proof every time you get the chance to
- Provide prospects with value
- Keep it short - you’re sending a trailer, not the feature film
- Follow up to start top of mind
Sendspark is just the tool you need for recording, importing, and sharing videos across LinkedIn easily. Sign up now and start recording and sharing videos for free!
