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📺 Short-Form Video - the Future of Lead Generation, What Drives B2B Campaign Response, and more

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Shaival Mehta
August 15, 2024

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15th August 2024

Using the power of AI to save you hours skimming through unimportant articles.

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1. Why Short-Form Video is the Future of Lead Generation

Short-form video is shaking up lead generation, with platforms like YouTube Shorts and TikTok playing a pivotal role. In 2024, over 84% of marketers reported video helped boost web traffic, with short-form content leading the charge in ROI.

Key Advantages of Short-Form Video:

  • Massive distribution potential: Millions of views daily (e.g., 70 billion YouTube Shorts views in 2023).

  • AI-proof content: Unique, personality-driven videos can’t easily be replicated by AI.

  • Differentiation: Stand out against competitors still focused on traditional SEO.

Tips for Integrating Short-Form Video:

  1. Storytelling: Think of your brand like a TV series, with ongoing characters and narratives to engage viewers.

  2. Repurposing content: Cut down long-form videos into bite-sized clips, or convert blog posts into videos with AI.

  3. Influencer partnerships: Collaborate with niche influencers to connect with specific audiences and boost credibility.

Short-form video offers agencies and brands the opportunity to connect more meaningfully, reach larger audiences, and stand out in an increasingly crowded digital space.

2. LinkedIn Shares Insight into What Drives B2B Campaign Response

LinkedIn's recent insights shed light on what really makes B2B campaigns tick. Spoiler: it’s all about the right mix of creative and targeted execution.

Importance of Creative in B2B:

  • Standout visuals and storytelling are crucial. Campaigns with high-quality creative see a 5.3x higher click-through rate (CTR).

  • Emotion in messaging: Even in B2B, emotional connections drive better engagement. LinkedIn found that campaigns with an emotional appeal performed 44% better in driving response.

Targeting with Precision:

  • Industry-specific messaging outperforms generic content. Personalization increases relevance, boosting engagement.

  • Account-based marketing (ABM) is key. Targeting specific accounts, rather than broad audiences, leads to more meaningful interactions and conversions.

Practical Tips for Better B2B Campaigns:

  1. Leverage LinkedIn’s data: Use LinkedIn's targeting tools to refine audiences.

  2. A/B testing is non-negotiable. Test different creatives and messages to find what resonates best.

  3. Invest in video: Video content consistently outperforms static content in B2B, particularly when it’s informative and concise.

Campaigns on LinkedIn that balance compelling creative with precise targeting see the best results. It’s not just about reaching the right people; it’s about making sure the message and creative resonate on a deeper level.

3. DMs vs. Cold Calls: High-Conversion Sales

Direct messaging (DM) is quickly becoming the new go-to strategy for high-conversion sales, replacing traditional cold calls. Sean Malone, a sales expert, explains that DMs offer a more personalized and engaging approach, leading to higher response and conversion rates.

Why DMs Work Better:

  • Personal connection: People often check profiles before responding, which builds trust.

  • Higher response rates: DMs offer a more natural conversation flow than cold calls, increasing open rates.

  • Nurturing leads: Effective messaging involves waiting until the 6th or 7th DM before pitching.

Practical Tips:

  • Avoid selling in the first message—focus on building rapport.

  • Use automation tools to scale DM outreach while maintaining a personal touch.

  • Track response and engagement rates to refine messaging strategy.

DMs are proving more efficient in driving conversions, especially when used with precision and authenticity.

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