Want to build trust and strengthen relationships? Try LinkedIn Video.
In today’s digital landscape it’s becoming harder to capture attention and build meaningful connections. With inboxes and feeds more crowded than ever, buyers are looking for authentic interactions before they engage.
One way to enhance your approach? Video.
While LinkedIn already offers a variety of ways to connect—such as text posts, articles, and direct messages—video adds another layer of engagement. Video allows you to showcase your personality, expertise and authenticity in a way that other formats simply can’t replicate.
By incorporating video into your Marketing strategy, you can create stronger connections, provide value upfront, and make your outreach feel more personal, Let’s explore how video can complement your existing approach and help you stand out.
1. Why Video Helps Build Trust More Quickly
Building trust is at the heart of every sales interaction. Whether through insightful posts, thoughtful comments, or direct conversations, professionals engage best with those they feel they know and trust. Video is one way to accelerate that connection.
Unlike text-based content, video brings a human element to the conversation—it allows potential clients to see your expressions, hear your tone, and understand your message more naturally. It doesn’t replace other forms of communication but enhances them, making interactions feel more engaging and relatable.
The proof is in the numbers:
- 93% of B2B buyers say video is essential for building confidence in a company’s capabilities (Zelios Agency, 2024).
- 94% of buyers trust a brand more after watching a video about them (Wyzowl, 2024).
More importantly, people trust people, not just brands. Featuring team members, customers, and real experiences in your video content creates credibility far beyond a polished corporate ad.
Where to Start: If you’re new to video, start simple. Introduce yourself, share your journey, or talk about a challenge you’ve overcome in your industry. Just like a well-written post, a well-crafted video can start conversations and establish connections.
2. How Video Supports Every Stage of the Sales Funnel
Video isn’t just for introductions—it’s the fuel that moves leads from awareness to conversion. B2B conversions take time, and trust isn’t built overnight. According to LinkedIn, video ads on their platform can boost conversion rates by up to 30% (Vidico, 2024). Video accelerates the process by adding credibility and emotional connection at key touchpoints.
Here’s how video fits into every stage of your funnel:
Top of Funnel (Awareness):
- Create short, engaging videos addressing industry pain points.
- Share quick insights, trends, or tips to start conversations.
- Post thought-provoking questions that invite engagement.
Middle of Funnel (Consideration):
- Share customer success stories featuring real clients, not just stats.
- Highlight behind-the-scenes footage to show the effort behind the results.
- Post expert thought leadership videos featuring various voices within your company.
- Explain complex ideas in a simple, engaging way through visual storytelling.
Bottom of Funnel (Conversion):
- Send personalized video messages to prospects.
- Address objections with a quick video explaining how you solve their specific problem.
- Use video demos to make your solution feel tangible.
Pro Tip: Video doesn’t need to stand alone—it works best when combined with text posts, LinkedIn articles, or direct outreach. Pairing video content with written follow-ups can reinforce your message and keep conversations moving forward.
3. How to Use Personalized Video to Convert More Leads
Buyers want to feel like more than just another name on a contact list. Personalized outreach is key, and video can help make that outreach feel more genuine.
Instead of relying solely on templated messages, consider sending a 30-second personalized video. Mention something specific about their work, reference a shared connection, or highlight a relevant challenge they might be facing.
Using video for sales outreach has increased response rates for more than 60% of sales representatives, making it a major advantage in a crowded digital landscape (Vidyard, 2024). Instead of sending another templated connection request, try a 30-second personalized video. Mention something specific about their work, highlight a shared interest, and speak naturally. This small effort makes a big impact—you’ll stand out in their inbox and increase your chances of getting a response.
Video: A Powerful Tool to Complement Your LinkedIn Strategy
Sales has always been about building relationships and establishing trust. While LinkedIn offers many ways to do this—through posts, engagement, and direct messages—video can be a valuable addition to the mix.
Key Takeaways:
- Video builds credibility and connection. It complements text-based content by adding a human element to your communication.
- It enhances, not replaces, other LinkedIn features. Video works best when combined with other outreach strategies like written content, comments, and direct messaging.
- It helps move leads through the funnel. From sparking initial interest to reinforcing trust, video is an effective way to guide prospects through the sales process.
If you’re looking for new ways to strengthen relationships and make your outreach more engaging, video is worth exploring.
Interested in integrating LinkedIn video into your sales strategy?
Let’s talk about how it can work for you.
