HOW TO CREATE A VIDEO CONTENT STRATEGY FOR LINKEDIN
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Tips on how to create a video content strategy for LinkedIn with Shay Rowbottom
- I teach business owners and founders on how to create a consistent video content strategy on LinkedIn to attract their target market and close deals.
- I realized it was happening on LinkedIn now, where I’m like, “Wow, it just seems like really easy to get reach on your videos, really easy to grow a following. I want to look into this more.”
- I learned about digital marketing and videos specifically on social and applying it to LinkedIn
- What happened is LinkedIn, they have a lot of users, but they don’t have a lot of users engaging or creating on the platform. They want to encourage people to do that.
- To encourage people to do that, they’re showing your content when you do post to such a high percentage of your audience, which used to happen on Facebook.
- You can certainly target on LinkedIn and do really targeted search filters to find exactly who you’re looking for in a given area.
- I would say the low hanging fruit on LinkedIn is video content.
- It should really just be you providing genuine value because that’s what intrigues people and wants them to learn more.
- It’s really about confidence for a lot of people I see. I mean, I teach so much about strategy and how to optimize for growth, how to optimize for reach, reviews, all of that technical stuff, but I always laugh at the end of the day, I’m a life coach.
- It’s really a matter of getting them to understand what they know is important, what they know is valued.
- I shot everything on my cell phone in the beginning. I just found basic lighting. I just made my setup super, super easy on myself because I knew that what was really important was maintaining it.
- I would say the steps are usually to write a script and there’s a lot of different elements that you’ve got to have a headline, a CTA.
- Now that they’re built up a little bit, there are some people finding me first from Facebook or first from YouTube and then eventually migrating my LinkedIn. I’m just always sure to have really clear CTAs everywhere all over my branding.
- They want to know how you help them, and they want to know how you solve their problem.
- Unless you’re using your profile, your content, your description, to clearly state what problem it is you solve, you’re not going to close deals. You’re not.
- Just making sure that you’re always thinking like a marketer and staying logical and not just doing things because they make you feel good and fluffy inside. It’s got to attract the target market.
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HOW TO CREATE A VIDEO CONTENT STRATEGY FOR LINKEDIN
HOW TO CREATE A VIDEO CONTENT STRATEGY FOR LINKEDIN
I teach business owners how to create a consistent video content strategy on LinkedIn to attract their target market and close deals.
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Doug: Well, welcome back listeners to another episode of Real Marketing Real Fast. Today’s episode is going to be all around video and generating sales and leads but not in the traditional sense. My guest today is Shay Rowbottom. She is the co-founder and former Chief Executive Officer or Chief Operating Officer of a Facebook agency. She’s worked with major brands like Petco, Yahoo, Verlo and dozens more in creating content and devising content strategies for their social media. Her focus was on video.
She’s moved to the LinkedIn platform in May of 2018, and after doing that, she’s grown her followers to over 109,000 followers with over 12 million views on her content, generating seven figures in sales for partnering media companies. Now, today, she’s going to share some of her strategies on how you and I can make that work for our businesses. If you go to her LinkedIn profile, it’s pretty clear in what she does. She says, “I turn founders and executives into LinkedIn video creators.”
I think you’re going to really enjoy the interview. I really had a great conversation with her. I’d like to welcome Shay Rowbottom to the Real Marketing Real Fast podcast today.
Well, hey Shay, welcome to the Real Marketing Real Fast podcast today. I’m super excited to have you on the show as you’re going to help our listeners move from people who aren’t necessarily producing content to producing great content and driving new sales and business. Welcome to the show.
Shay Rowbottom: Absolutely, Doug, thank you for having me.
Doug: No problem. I was looking at your background. I was quite interested to see your transition and what you’re doing now and what you were doing. Do you want to share just a thumbnail of where you’ve come from and what you’re working on today?
Shay Rowbottom: Absolutely. Thanks. I originally got started in digital marketing a few years ago when I stumbled across an opportunity to edit video content for large pages on Facebook. This was all on the Facebook platform. I started curating, editing, and distributing video content to a lot of these blogs anywhere from a million to 50 million followers. It really humbled me. I really at that time in my life didn’t know a lot about social media and how people made money off it or monetize a following, that sort of thing.
I just soaked it up like a sponge, and I ended up scaling that last agency from a two-person operation in my bedroom downtown to over 40 employees at one point and a full staff in an office doing video content for some big names like Petco, Yahoo, BuzzFeed, et cetera. I intentionally got on LinkedIn last spring in an attempt to release some videos on LinkedIn to get leads for my Facebook agency, only to find within two months of releasing videos consistently when there was an entirely new business opportunity here.
I realized through my time working on Facebook with all those blog owners that the reason a lot of them were successful was actually because of the time that they created their page and the timing that they got in and started posting consistently. The platform was really generous during that period, during that window of time. I realized it was happening on LinkedIn now, where I’m like, “Wow, it just seems like really easy to get reach on your videos, really easy to grow a following. I want to look into this more.”
I ended up resigning from the last agency, selling my shares, and completely starting over to take everything I learned about digital marketing and videos specifically on social and applying it to LinkedIn, teaching business owners and founders how to create a consistent video content strategy on LinkedIn to attract their target market and close deals.
Doug: Wow, that’s really cool. That was very concise.
Shay Rowbottom: Thank you.
Doug: I don’t want to skip over one of the things that you said that I picked up on. You said that the timing for the platform because the platform was generous, so what does that mean?
Shay Rowbottom: Absolutely. Platforms and LinkedIn is a really weird case because it’s actually an old platform. I mean, it has been around a very long time. However, it’s almost operating as if it’s a whole new platform, and it hasn’t peaked yet because video just came out as a function two years ago. What happened is LinkedIn, they have a lot of users, but they don’t have a lot of users engaging or creating on the platform. They want to encourage people to do that.
To encourage people to do that, they’re showing your content when you do post to such a high percentage of your audience, which used to happen on Facebook. With Facebook pages, they would show the content to such a high percentage of the audience simply because there just wasn’t enough… There weren’t enough users contributing to the platform. There’s only so much content to pull from. There’s not a lot of competition. Now, we see these platforms like Facebook, Instagram, while they’ve become oversaturated, everyone got on. The gold rush happened, and those pages that establish themselves early, they’re still there.
Can you still grow on Facebook or Instagram? Sure, of course, but it’s a lot more difficult to do it organically and from scratch. On LinkedIn right now, it’s almost like just getting started to really become a platform that people go to consume content and then go for the newsfeed and want a scroll in the newsfeed. There are different things happening there. I would say it’s just a matter of the platform developing mainly and them wanting to encourage more and more users to engage and treat it like a daily social media platform rather than just a place you log into once every couple of years when you need a job.
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HOW TO CREATE A VIDEO CONTENT STRATEGY FOR LINKEDIN
HOW TO CREATE A VIDEO CONTENT STRATEGY FOR LINKEDIN
I teach business owners how to create a consistent video content strategy on LinkedIn to attract their target market and close deals.
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Doug: That’s funny. Well, I like LinkedIn. I’ve used it for different things, like you said, for lead generation. I was going to be speaking in New York at LaGuardia and I said to my assistant, I said, “Hey, can you reach out to all my connections that are downtown that are venture capital guys, and set up meetings?” A lot of these guys were cold contacts that at some point we connected. I was surprised. I had three days, I’d say two or three days of back to back meetings with people.
That was a great way to add a couple of days in the city and make some great connections.
Shay Rowbottom: Definitely. What you just explained is great for LinkedIn. You can certainly target there and do really targeted search filters to find exactly who you’re looking for in a given area.
Doug: Where do you think the low hanging fruit is for people who have been on LinkedIn? Like you said, LinkedIn’s an established platform, has been around for a long time. I have to give them full credit for not dying but re-innovating and recreating themself. Now, they’re in this recreation phase where there’s an opportunity. I can’t remember how many people are on LinkedIn, but whatever the number is,
Shay Rowbottom: It’s over 600 million profiles.
Doug: There’s 600 million. Out of those, there’s probably a good handful of businesses who could leverage this. Where’s the low hanging fruit for them today?
Shay Rowbottom: I would say the low hanging fruit is video content. That’s really mainly what I teach. That’s mainly my expertise on social is in most instances on social media, any platform really at this point in time, video is king. Video is what grabs attention. Video is what gets boosted more in the feed, performs better, et cetera. I would say just creating a consistent video content strategy where you’re actually releasing videos from your company or your personal brand every week and just watching the leads roll in because what happens is so many people click back to your profile.
So many people see your content. I’m not saying that it’s sell the content. In fact, it shouldn’t be at all. It should really just be you providing genuine value because that’s what intrigues people and wants them to learn more. I always say people click back to my profile, but they make the decision to reach out to me for business. Do you know what I mean? I don’t want to ask. I am asking but I’m not asking. It’s really about providing value and showing up weekly and people…
I mean, it’s just a numbers game. They’re going to land on your profile. X amount are going to pick up the phone and call you, and X amount are going to close.
Doug: Well, the thing I like about video, and I mean I looked at a number of your videos on Facebook and on LinkedIn as well as your YouTube channel, is that people really get a sense and a feel, I think, for the creator or the business owner or the entrepreneur more than they do by reading a tweet or reading a post on LinkedIn. For me, that’s that connection, that human connection. It’s like, “Is this somebody that I want to work with that share some of the same values or has maybe the same attitude or…?”
In one of your posts, you talked about energy. Do they have the same sort of energy? Are they a go getter? Are they aggressive? Are they very quiet and passive? There’s nothing wrong with being quiet and passive, but I don’t work well with people that are quiet and passive.
Shay Rowbottom: Definitely.
Doug: For people who haven’t created video, I mean, what typically are the stumbling points? How do you help people move from, “Okay, I’ve got a LinkedIn profile, I’m going to do this? What do I need to do to get started?”
Shay Rowbottom: Well, it’s really confidence for a lot of people I see. I mean, I teach so much about strategy and how to optimize for growth, how to optimize for reach, reviews, all of that technical stuff, but I always laugh at the end of the day, I’m a life coach. I teach people how to be confident in themselves and in their knowledge base. I think a lot of people are scared of the camera, are scared of making a mistake. A lot of people just struggle with imposter syndrome on one level or another.
Even really established professionals tend to undermine their own credibility and their own worth. I always say, “Look, no two people have the same walk of life, and you inevitably have value to provide, and there’s something you could share in these videos that someone out there would benefit from and it would make their life better. And they’re not getting that right now by you not creating content.” It’s really a matter of getting them to understand what they know is important, what they know is valued.
They’re going to be respected as an authority in their industry the more they show up on video and just provide value and share their wisdom. That’s a big one is just getting over the fear of the camera kind of. I noticed on week two or week three by the time they’ve been working with me for a while, it’s a really cool transition to see that turnaround where they went from scared, “I can’t do this. I don’t know what I’m doing. How’s this going to go,” to like releasing some videos, getting some reach, getting some validation, people commenting, engaging.
They like it, and then it’s all downhill from there. I mean, that’s really the breakthrough point is starting and jumping off that cliff.
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HOW TO CREATE A VIDEO CONTENT STRATEGY FOR LINKEDIN
HOW TO CREATE A VIDEO CONTENT STRATEGY FOR LINKEDIN
I teach business owners how to create a consistent video content strategy on LinkedIn to attract their target market and close deals.
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Doug: I mean, I heard somebody say, and I can’t remember who, it says, “It doesn’t matter.” It might’ve been Russell Brunson at some point said, “Hey, it doesn’t matter what you’re going to do. The first time you do it, it’s going to suck.”
Shay Rowbottom: Oh my gosh.
Doug: Just get over it and then move along. Then each time, it’ll get better and better and better. Then like you said, your confidence is there, and you’re up and running.
Shay Rowbottom: Exactly. Exactly. Except for eating liver, I will say I still struggle with liver as a meal. It’s still hard.
Doug: That’s funny. That’s an old person’s meal. You’re not supposed to be eating that. You’re still young.
Shay Rowbottom: It’s so good for you, Doug. I mean, this is a new age. We just started eating organ meats again. I try just for health purposes, but, Oh, I can’t get over the liver.
Doug: Actually, I like it.
Shay Rowbottom: You do? See. I envy you.
Doug: My wife’s going like, “Not a chance.” She won’t bring it in the house. “You want to eat it. We’ll go out for dinner, but I’m not cooking that in my kitchen.”
Shay Rowbottom: Wow, if you like it, eat it because it’s good for you.
Doug: I know. I know it is. In terms of video, one thing is the confidence. Then I know that entrepreneurs, lots of times, the things that we struggle with or business owners struggle with is the shiny object syndrome so you can go way down the deep path of, “Hey, I need to get all this equipment.”
Shay Rowbottom: Oh my gosh, don’t even get me started.
Doug: I think I heard Kevin Harrington say it best. He said, “Hey, when I first shot my first infomercial, he said, everyone has got a phone regardless of what type of phone you have, you have more technology in your hand than the first infomercials I’ve produced. So stop making excuses about getting equipment.”
Shay Rowbottom: I mean, I didn’t really start with a lot of equipment, which is ironic because I ran a video production company, but no. I mean, I think it’s really important to just maintain in the beginning more than focusing on having a perfect, polished look. It’s really more important to stay consistent. It doesn’t matter if these are somewhat grainy and on your cell phone. I mean, don’t make them grainy. I shot everything on my cell phone in the beginning. I just found basic lighting. I just made my setup super, super easy on myself because I knew that what was really important was maintaining it.
When you set these high standards for yourself right in the beginning like, “Okay, I’m a video creator now. I’m going to hire a videographer to come over. I’m going to get the lights. I’m going to have this whole setup.” When it comes time to do that on Sunday night and you’re tired and you’re like, it’s going to be a lot easier to skip it and to not stay consistent. Remember, this is social media. This is a different world. This is not television. This is not where people pay for a movie ticket expecting a cinematic experience. No one expects that on social media.
I think by now, we’ve all liked, commented or engaged with a piece of viral video content that was clearly shot on someone’s cell phone. Yes, the shiny object syndrome, totally valid. It happens. I tell people, “Do not focus on that starting out. It’s just a distraction from you getting into the pattern of staying consistent.” However, once you are consistent and once you’ve grown a little on down the line you’ve got that following, you’ve got that juice, well now, it’s a more practical time to invest in a higher production setup. That’s essentially my own timeline as well and how I worked.
Doug: Well, and that totally makes sense because sometimes, I find that business owners when they’re doing this, it’s really a way of procrastinating. I’m doing the first video.
Shay Rowbottom: It is.
Doug: It’s like, “Just do the first video today.” You have a phone. Yes. You have a tripod. Yes. Then just get it done today. It’s not a big deal. Now in terms of getting set up and getting a strategy put together, how much preparation do you recommend or do people have to put in to produce a good quality video?
Shay Rowbottom: Oh, that’s a good question. Just one piece of video content.
Doug: If I’m going to shoot a video, so when we’re done recording today and I said, “Hey, this is great.I’m inspired to do this. I want to create a video,” what would be my next steps to go out and take action today so by the end of today, I would have my first piece of video after listening to your podcast?
Shay Rowbottom: Sure. Sure. Well, many ways. This is what I break down in my program, but really, it’s exponential over time. The first video is always going to be the longest. In terms of your preparation and your setup and getting prepared, it’s really the more you do it, the quicker it comes to you. For example, I have people in my program who will say, “Starting out, I’d have a video idea, and I’d…” Really, the next thing, once you have the ideas, is develop a script. Start writing it down.
They’d say to me, “In the beginning, it took me a couple of hours even to really craft out that piece of video content and how it was going to look. And then I’d sit down and shoot it, and even the shooting would take me a while.” It really just gets so much quicker over time the more and more you do it. Me, if I get inspired throughout the day, at this point in time, I get inspired. I think of a video idea. I go write it down. I mean it takes me 15 minutes to prepare in a sense. Then I’ve shot so many videos that when I do turn on the camera, it also only takes a couple of minutes just because I have so much experience at this point.
I would say the steps are usually to write a script and there’s a lot of different elements that you’ve got to have a headline, a CTA. Again, this is something I teach in my program, but at the end of the day, it’s going to be a little more time consuming in the beginning always. Then over time, these ideas and the formula of how to structure it to make it most suitable for the newsfeed, it just comes natural to you. It gets a lot easier to work quickly that way.
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HOW TO CREATE A VIDEO CONTENT STRATEGY FOR LINKEDIN
HOW TO CREATE A VIDEO CONTENT STRATEGY FOR LINKEDIN
I teach business owners how to create a consistent video content strategy on LinkedIn to attract their target market and close deals.
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Doug: No, and that makes sense. I mean, like you said, the more you do it. What I do, the tip that I share with people is I batch all my interviews in one day.
Shay Rowbottom: Yes.
Doug: For me, I like doing this. I tell people this is my second Friday of the week. So it’s Thursday today and I don’t consider it a workday because I get to talk to really cool people who are really smart all day. How much fun is that?
Shay Rowbottom: That is fun.
Doug: It probably would work. You probably feel the same way when you’re shooting video. It’s like, “How cool is this? I get to inspire people and help them where they are in life.”
Shay Rowbottom: Definitely. Definitely. That’s been a big… Well, it’s two-fold for me because I do love helping people but I also personally always really wanted to be famous. That comes from a very actually like empty and insecure place. It’s funny because when I got on LinkedIn and I started getting all of these views, it was like money. It was tons of leads in business, but it really filled this void in me where I felt like I never thought I was good enough. I never felt worthy of attention or validation.
I started getting so much of it that I realized I was wrong. I realized I was wrong. Then ironically, the need for fame and validation, it goes away, but it’s definitely, I will say, a factor in my success just in general in the business world is being driven from a place of insecurity and needing to always do better. You always have a little bit of an advantage when you’re operating from that survival mode in a sense.
Doug: When you go for dinner now, are you wearing big dark sunglasses and a ball cap pulled over your face [crosstalk 00:00:17:30]?
Shay Rowbottom: No. No. No. I’m not. I’m not famous by any means yet. I mean, it’s still just a fart in the wind in terms of the amount of people in the world, but I will say I called a life coach-specific professional the other day. I was looking for someone specifically in the therapy space to help me through some personal stuff. The doctor, he knew me. He knew me from LinkedIn. I was like, “Oh God. Here we go. I don’t want to reach out to people, and they know me.” That was a cool experience where I was like, “Well, it’s going to start happening, Shay. You just got to deal with it too.”
Doug: That’s really cool. That’s funny.
Shay Rowbottom: He was a fan. He was a fan. It was like, “Okay.”
Doug: That’s good. That’s helpful that he’s a fan. In terms of clients that you’ve worked with, is there a case study or example of a client that you want to give a shout out to, either by name or not by name, of how you transitioned them from where they were and then after they went through your program and training where they are now?
Shay Rowbottom: Sure. Who can I talk about? Let’s talk about Frank. Frank was one of the first people through the bootcamp. He got the early package. Frank Mengert is in the insurance and technology space providing benefits to HR departments, that sort of thing. When he first found out about us, he was actually growing pretty stagnant on LinkedIn. He said he wasn’t growing anymore. His videos, it capped out. He wasn’t getting any leads, so he knew he had to step it up and he went through our program.
Now if you see Frank in the feed, I mean, his videos are awesome. They’re so informative. Anyone who’s in insurance technology, you got to follow Frank. He’s getting eight to 12 inbound leads per week. It’s completely transformed his business and also grown his profile and built his profile up a lot as well.
Doug: Those leads are coming organically from his content.
Shay Rowbottom: Exactly. Yes, organically from the videos that show up in the newsfeed.
Doug: What are your thoughts on paid advertising in this space?
Shay Rowbottom: I love it. My views’ a lot of paid advertising during my time on Facebook. Facebook has an incredible platform for running ads. I will say on LinkedIn, it’s not quite built out yet. I would like to see LinkedIn follow suit with Facebook and create a lot of the same features. Right now, ads can be effective on LinkedIn. You, of course, need to still couple it with an organic content strategy, but it can work. For the most part, I think that as far as paid ads go, your money can go a lot further on platforms like Facebook and Instagram if you know what you’re doing and actually have the ability to work the back end to figure out exactly.
You can do so much like retargeting. You can do a lot with organic content on Facebook. Turning it into… There are infinite possibilities. For me, coming from that world going to LinkedIn, it’s not that exciting on LinkedIn yet, but I will say [inaudible 00:20:33] work, and if you are going to do it, just don’t expect to get anywhere if you’re not also posting organically and have that momentum on that side of things as well.
Doug: I think that’s still true obviously with Facebook and Instagram is that you need the organic posts to enhance anything during advertising.
Shay Rowbottom: Of course.
Doug: What about cross-platform promotion? I mean, because everybody’s on Facebook and like you shared, there’s 60 billion people on LinkedIn or 60 million people on LinkedIn. There’s a really good chance that all my business people, the peeps that I deal with that are Facebook people are also on LinkedIn. Have you worked any strategies where you’re moving people from the Facebook feed to a connection on LinkedIn so they can actually see your content and have a different level of engagement?
Shay Rowbottom: That’s a great question. It’s a little starting to happen now. I will say LinkedIn was really where I established myself. That was where most people found out about me. If anything, it’s been the opposite where people find me on LinkedIn but then they go follow me on Instagram. They go find me on YouTube, but I will say because of the overflow in those other platforms being built up, which I really did not, I mean, I am starting to now, but I did not heavily invest in the other platforms.
I put all of my eggs into LinkedIn knowing that this would happen eventually anyways, that they would start to grow themselves. Now that they’re built up a little bit, there are some people finding me first from Facebook or first from YouTube and then eventually migrating my LinkedIn. I’m just always sure to have really clear CTAs everywhere all over my branding. Like, “Here’s where you can find me on LinkedIn. Here’s my website.” If anyone wants to be directed anywhere, they can.
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HOW TO CREATE A VIDEO CONTENT STRATEGY FOR LINKEDIN
HOW TO CREATE A VIDEO CONTENT STRATEGY FOR LINKEDIN
I teach business owners how to create a consistent video content strategy on LinkedIn to attract their target market and close deals.
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Doug: In your video, lots of your shots, I’ve got your background and your domain name there, so it’s pretty simple to see where they can track you down as well.
Shay Rowbottom: Yes, exactly.
Doug: What are you most excited about in the next six to 12 months?
Shay Rowbottom: I’m really excited to continue scaling this business. It’s been going really well. I’m just loving, seeing all of these business owners transform their lead gen through this video program. I mean, it’s really inspiring. I have some big goals toward the end of the year. I’m looking to work with more and more celebrity accounts. I am doing Elena Cardone’s LinkedIn now. We’re creating content and managing her page for her, and just looking forward to seeing where more and more progress takes us.
Doug: That’s cool. Do you want to walk us through just a high-level view? Maybe just share a bit about the program that you’ve set up to help people to want to get started in this direction.
Shay Rowbottom: Absolutely. It’s called The Six-Week LinkedIn Video Bootcamp. It’s essentially a program where we teach you everything we know so that by the end of it, you’re fully equipped to have your own system for creating, recording and distributing videos to attract your target market and get leads. There are six different modules, six weeks. We focus a lot on the profile set up, how to make sure your profile is optimized first of all so that when people click back to it, they do convert.
It’s a lot of platform engagement, teaching people about the importance of how to actually just be a user on the platform to maximize your own reach when it comes time for you to post, how to create scripts, how to attract your target market, how to come up with headlines, how to have a CTA, how to edit it, how to hire an editor if you’d like to manage your own editing. Otherwise, we do also offer services where we’ll edit the videos for you so all you ever have to do is shoot them.
Then by the end of it, you basically have the same formula that we have and that what we’ve done over the years, which is to pump these videos out every week consistently and just constantly be attracting leads and also building your profile and really establishing yourself for the future as well.
Doug: It’s an all-in-one sign up. At the end of the six weeks, you’re off and running, and there’ll be famous like you.
Shay Rowbottom: Exactly. It’s a lot of them.
Doug: There we go.
Shay Rowbottom: I mean, there’s a recorded portion of the course. There are group coaching calls. There is still the opportunity to get on one-on-one calls with Luke and I. That won’t be available forever, but it is now. There is a Facebook community as well.
Doug: That’s really neat. The question in terms of bad advice, so this is a Tim Ferriss question. What’s the bad advice that you hear in the industry? You’re out at a cocktail party. You’re out someplace and you hear people talking about video or you hear people talking about LinkedIn. What’s the bad advice it just makes you cringe aside from it’s not a dating site?
Shay Rowbottom: The bad advice, I don’t really see it too many people giving advice. I would say any advice that’s a little fluffy and just like, “Tell your company’s story. People want to know you.” It’s like, “No, they don’t. No, they don’t. They want to know how you help them, and they want to know how you solve their problem.” I’m very, very logical in my approach to marketing. Even though I personally as a video creator will get personal and sometimes do things that aren’t necessarily going to be the same return as if I would’ve covered a different video topic, what I am always sure to do is be very direct in who I help, how I help them, and what my business is.
If you go to my LinkedIn, it’s just very clearly, “This is what I do.” There’s no trying to sift through all of my awards to figure out like, “Okay, but what does she actually do today? Who does she help?” There’s a lot of that on LinkedIn. It’s a lot of like bragging, boasting. That’s actually not what draws your market in. People think it is, but no one cares. People are just blatantly looking for someone to solve their problems. Unless you’re using your profile, your content, your description, to clearly state what problem it is you solve, you’re not going to close deals. You’re not.
That’s why I would say I cover a wide variety of topics, but I do draw people in. I draw them in so that when they go back to my profile, it’s very clearly an ad, and very clearly, it’s telling people what I do and how I can help them. I would say, “Just making sure that you’re always thinking like a marketer and staying logical and not just doing things because they make you feel good and fluffy inside. It’s got to attract the target market.“
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HOW TO CREATE A VIDEO CONTENT STRATEGY FOR LINKEDIN
HOW TO CREATE A VIDEO CONTENT STRATEGY FOR LINKEDIN
I teach business owners how to create a consistent video content strategy on LinkedIn to attract their target market and close deals.
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Doug: Well, it’s funny because the bad advice that I took out of what you said was don’t go tell your personal story. Necessarily, that’s not what people want. It’s funny because you’re the second guest that I’ve interviewed this week that said exactly the same thing.
Shay Rowbottom: Well, it’s not exactly the personal story. I mean, don’t get me wrong. I do share my story and I have a lot. It’s more when people are on your page, when people are on your website. The newsfeed content doesn’t have to be so direct in selly. It really just has to capture attention. You definitely can do that through storytelling. What I want to make the distinction is that I’m saying that when you go back to the LinkedIn page or when you go to their website, now, that’s when your messaging has to be like, “Don’t tell your story. Don’t about us, blah, blah, blah. No, about us is how you solve the problem and that’s it.”
Doug: No, I understand where you’re going. I mean, I’m looking at your LinkedIn, and it’s very clear. I mean, there’s your name. Then it says, “I turned founders and executives into LinkedIn video creators.” Well, that’s pretty simple. That’s pretty direct.
Shay Rowbottom: Exactly. Exactly.
Doug: It doesn’t say, “Hey, I solve every problem you’ve ever had. Call me.”
Shay Rowbottom: Exactly.
Doug: The guest I had yesterday said, “I help make smart people rich.” It’s like, “Okay, that’s pretty tracked.”
Shay Rowbottom: I like that.
Doug: I thought that might catch your eye. Who’s one guest I absolutely have to have on my podcast?
Shay Rowbottom: Well, if I were you, I would call Tima. Do you know Tima?
Doug: I don’t.
Shay Rowbottom: I don’t know how to say her last name. Let me look it up real quick. She is somebody that I met through LinkedIn actually. She, I believe, used to be in the insurance space or something like that, but she switched and pivoted and created her own marketing agency just like a year or so ago, and she’s been doing really great. It’s Tima Elhajj, so it’s T-I-M-A, and then her last name is E-L-H-A-J-J. She’s located in Australia, but we have talked a few times.
She’s a super-powerful woman, super awesome. I love what she’s done with her own life. Now, she provides similar services to me, helping people establish themselves on social media and get some reach for their business.
Doug: That’s really cool. Where can people track you down, connect with you, follow you?
Shay Rowbottom: Definitely follow me on LinkedIn. hat’s where all my original content goes out first. That’s Linkedin.com/in/shayrowbottom. You can find me on all platforms /shayrowbottom. If you’d like to learn more about my business and the video marketing services I provide to B2B companies, feel free to check out the website, shayrowbottom.com. There’s also a form there to fill out if you’d like to set up a call. Thanks so much.
Doug: Well, super good. Hey, thanks so much for taking time out of your day today to share. I just love the content. I love the direction that you’re going.
Shay Rowbottom: Thank you, Doug. It means a lot.
Doug: I’ve heard a few people say that LinkedIn is the place. This is the time to get on there.
Shay Rowbottom: Yes.
Doug: Who better to ask and follow than someone who’s actually doing it, not just talking about it.
Shay Rowbottom: Thank you. Yes, I’m staying consistent, Doug. I’m on, what is this, month 16 or 17 now.
Doug: Well, I watch your videos. I mean, you’ve got a great personality, very light. As you said, you’re direct, but you’ve got a great upbeat personality. I don’t think I can pull off the humor like you could-
Shay Rowbottom: Thank you.
Doug: … but I’m definitely… This is definitely on my to-do list, so I got to move it up to the top.
Shay Rowbottom: Awesome. You can do it.
Doug: Well, thanks a lot. There you go, listeners. This another episode of Real Marketing Real Fast. If you want to get the real results, it looks like you need to be on LinkedIn and you need to be on LinkedIn using video. I’d recommend checking out Shay’s website, so shayrowbottom.com, and her LinkedIn profile. I’ve been through her website, all her social media sites. She’s got some great content there. She’s had a lot of very funny content as well on YouTube. Check it out. We look forward to serving you on our next episode.
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HOW TO CREATE A VIDEO CONTENT STRATEGY FOR LINKEDIN
HOW TO CREATE A VIDEO CONTENT STRATEGY FOR LINKEDIN
I teach business owners how to create a consistent video content strategy on LinkedIn to attract their target market and close deals.
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Get in touch with Shay:
- Website – Shay Rowbottom
- Shay on LinkedIn
Find out more about Shay:
Links to other related podcasts:
HOW TO CREATE LINKEDIN VIDEOS THAT ATTRACT CUSTOMERS
USING LINKEDIN FOR PROSPECTING, LEADS, & SALES