How To Use Sales Videos In Linkedin Outreach [Expandi + Sendspark]

8 mins

Sending a personalized sales video to prospects on LinkedIn is one of the best ways to get their attention. You’re almost always guaranteed to stand out from other text messages in their inbox.

In this guide, we’ll show you how to send personalized video sales messages on LinkedIn, using Expandi and Sendspark. We’ll break down the full step-by-step process as well as give examples on why you should be using video messages on LinkedIn in 2023.

A picture is worth a thousand words. So, here’s what the end result will look like:

sales video

And below, we’ll cover:

  • Why personalization is a must-have on LinkedIn and sales in 2023
  • What is a personalized sales video and what elements to use
  • 7 Main reasons why sales videos work so well in LinkedIn outreach
  • 4 Practical cases when to use personalized videos in LinkedIn outreach (with proven scripts to record)

PS – Looking to stay on top of the latest LinkedIn best practices?

Be sure to join The LinkedIn Outreach Family for proven outreach campaigns and templates!

Why Is Personalization In Sales A Must-have In 2023?

On LinkedIn, personalization is a must-have.

And at this point, you probably already know that you should be personalizing your messages beyond just first name and company name tags.

These kinds of messages are far too common now and indicate that not a lot of effort was put in the message…

sales motivation video

What should you do instead?

Your messages should be so personalized for each prospect, that if you were to use them for someone else, it wouldn’t work.

So, for your sales engagement, you should be looking at the prospect’s:

  • Previous LinkedIn posts.
  • Website and “about us” page.
  • Blog posts.
  • Podcast appearances.
  • And so on.

Another way to include personalization and personality in your sales messages in order to stand out though is to use sales videos!

Let’s take a look at what this means and how you can use it in your outreach.

What Is A Personalized Sales Video?

A personalized sales video should be customized to an individual prospect to earn their trust.

The elements you can use when creating personalized videos include:

  • Recipient’s name.
  • Company name.
  • Industry.
  • Company logo.
  • Landing page.
  • Their pain points.
  • Industry pain points.
  • And so on.

So, for example, when recording a sales video, you could have the prospect’s website landing page open while giving some personalized advice and recommendations based on the info there.

LinkedIn Sales Navigator might also come in handy here as you can find ultra-specific target audiences.

Here’s what this means for LinkedIn.

7 Reasons Why Sales Videos Work So Well In LinkedIn Outreach

Most people stick to text when doing outbound lead generation because that’s been the norm forever.

While recording a personalized sales video might seem too time-consuming, the benefits are well worth it.

Here’s what happens when you take a “quality over quantity” approach with videos in your LinkedIn outreach.

1. Standing out

One of the biggest (and most obvious) benefits of sales videos is that you get to stand out among the hundreds of cold messages your prospects receive.

Even if your text messages are personalized, it’s easy for the prospect not to notice them because they look the same as the other cold messages they receive in their Focused Inbox.

By including a video, you make your message stand out and increase the chances of it being opened. 

Most video messages include a preview as well, which is usually your name under in the title of the recorded video, which looks something like this.

sales video script

2. Increase in engagement

Video is much more engaging than text.

First of all, it shows that you actually put in the effort, instead of simply copy-pasting a template.

Then, thanks to video analytics (more info on this below), you can actually see the duration of your video being viewed.

For example, if your video is 3 minutes long but most people drop off after 40 seconds, chances are, it’s too long. 

Then, you can take this opportunity to refine your video to boost engagement even more.

3. Personalization

Videos take personalization to the next level.

You can speak directly to the recipient to make them feel they’re receiving a personalized message, yes.

But you can also directly open up their website, landing page, ads, and other elements to show what the conversation is about.

For example, you can easily send a direct website audit with tips on how to improve it. This way, you’re giving away free value, personalizing your video, and you can also end with a direct call-to-action (to get in touch with you to work together).

using video in sales

4. Explaining topics simply

Videos allow you to show, not tell.

For example, if you’re selling a smart outreach sequence product, you’d have to explain how the if/else outcomes work based on leads’ behavior. It’s easy for text to get complicated without the proper visual aid to explain it.

With a video, you can show the direct outreach flow or even build it from scratch in real-time in just a few seconds, such as this:

video in sales

5. Video helps you save time

In addition to explaining complicated topics simply, video also saves a lot of time.

For one, you can edit and cut out unnecessary parts to perfect your pitch and cut the video in length.

Or, alternatively, if you have a lot of conversations with different prospects, you can also record a quick video, instead of text communication. Additionally, to save time, you can also use pre-recorded videos if a prospect asks for a product demonstration.

6. Building trust

It’s easier to trust someone you can see and hear, making them seem more genuine than a text-based message.

Even simple things like smiling in a video go a long way.

In the age of automated outreach, it’s more important than ever to appear human.

7. Increase in conversions

Last but not least, by combining all of the above, your sales video should lead to an increase in conversions.

By combining all of the above factors (personalizing, engaging prospects, building trust, etc.), your final call-to-actions are more likely to be more effective.

Whether it’s a follow-up call, a meeting, or a direct product link, videos end on a higher note than text messages. And as a result, the prospect is more likely to take the desired action.

Finally, it’s important to note that the quality and relevance of your outreach video are also essential factors in how effective your video will be.

So, let’s take a look at some use cases where video shines on LinkedIn.

4 Practical Use Cases For Personalized Sales Video In LinkedIn Cold Outreach (With Scripts)

1. Icebreaker video in the connection message

An icebreaker video is a short, personalized video that introduces yourself and initiates the relationship with your prospect.

Ice breakers are typically used in cold outreach, such as sales, networking, and even lead generation. And the purpose is to introduce yourself and explain why you want to connect (relevance), by providing a more personal touch.

Some LinkedIn campaigns you can use this for includes:

Then, LinkedIn connection message might look something like:

sales video

Then, you’d have to set up a personalized video with Sendspark and integrate it with Expandi (we’ll teach you how below), which would look something like this:

sales motivation video

And to make things even easier, if you’re not sure how to script your video, you can use Sendspark’s script generator and select the objective, style, and relevant context to personalize your video.

sales video script

2. Content retargeting

Content retargeting is a LinkedIn strategy we’ve had a lot of success with time and time again

In it, all you have to do is scrape a viral LinkedIn post (using Expandi), and then, reach out to everyone who commented or liked the post.

This gives you a lot of freedom in how you personalize your messages since there will be certain things the outreach audience will have in common:

  • They all commented under the same post (can mention the author in your video).
  • Interested in the same topics.
  • Follow the same influencer (can assume industry/interests).

So, the template of the script for the video would look something like this:

“Hey friend, 

I noticed you posted about [topic]. [Your company] is actually designed to solve just that! It’s easy to use, you just [quick explanation of how it works]. 

If you use it, you’ll be able to see [expected results]. I’ll put a link to my calendar below for you to schedule a demo.”

3. Following up

A video follow-up is going to be always more effective than a text message.

According to IRC Sales Solutions, 44% of salespeople give up after just one follow-up attempt.

By showing that you put in the effort to not only follow up, but to record a personalized video specifically for your prospect, you’re also more likely to win them over.

Here’s what a script for this might look like:

“Hi [insert name]!

After sending my previous email, I wanted to get in touch through a video again to ask if you had a chance to review that email. As I mentioned there, [rewrite the question or remind them what you need concisely].

Once we have your answer, we will be able to continue to the next step of the process. Please do not hesitate to ask for further information on what we need if it is not clear!”

4. Re-engaging

If you feel you’re losing connection to a prospect, you can also use video to re-engage them.

Re-engaging simply means re-qualifying them. As in, remind them what you do, how you differentiate your approach, why you might be relevant, and/or how you can help (they might not be ready to convert yet). You can also use powerpoint or product slides as needed for demonstration.

Video script

“Hey [name], it’s been awhile since we chatted. 

We’ve added [new features] to help you achieve [expected results]. Would love to catch up and discuss how we can work together to solve [problem you spoke about in the past]. 

Please feel free to book time on my calendar below!”

How To Send Personalized Sales Videos In LinkedIn With Expandi

Now, the moment you’ve been waiting for.

For this, we’ll be using Expandi for LinkedIn automation and Sendspark to send personalized videos at scale. With Sendspark, you can record a custom introduction and stitch it to existing videos, use automatically personalized thumbnails, and make real connections.

Here’s how to set it up.

  1. First, you’ll need to create a Sendspark account and claim the free 7-day trial.
  2. Then, set up your account style. Add your logo and brand style in your workspace settings, so your videos will leave a great first impression.
    using video in sales
  3. Record a video with Senspark or upload an existing one.
    video in sales
  4. After you’ve recorded your video, add dynamic personalization for any fields you want to automatically personalize. Such as, the viewer’s name, company name, website, and so on.
    sales video
  5. Add a call-to-action button. You can add a link to your calendar like so.
    sales motivation video

Then, you need to send the video to Expandi.

  1. Click the Share button and select Expandi. Note: If you don’t see Expandi here, learn how to add shortcuts here.
    sales video script
  2. Paste it into an Expandi campaign. Here are some lead generation strategies for inspiration.
  3. Then, when a viewer receives the video, it’ll be automatically personalized and they should see something like this:
    using video in sales

Finally, to optimize your sales videos, you’ll gain access to video analytics once someone views the video.

video in sales


So, hope this helped and you have a better idea of how to launch LinkedIn campaigns with video sales messages.

If you’re wondering where to go from here, you can:


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