How Landing Pages Can Fuel Company Growth With Tas Bober
Summary
TLDRIn this engaging episode, the host welcomes Tess, a marketing consultant with a rich background in B2B marketing and digital strategy. Having transitioned from in-house roles to running her own consultancy, Tess shares her journey and insights into the power of niche marketing, especially focusing on landing page optimization to enhance overall website strategy. She emphasizes the significance of data-driven decisions in marketing and the importance of supporting your brand on LinkedIn through active engagement and content creation. Tess also provides valuable advice for those looking to establish a strong presence on LinkedIn, highlighting the impact of authenticity and strategic content on business growth.
Takeaways
- 👩💼 Tess transitioned from working in-house at B2B marketing companies to running her own consultancy focused on landing page optimization and website strategy.
- 🎯 Landing pages are treated as a sandbox to inform the entire website strategy, using data-driven insights from traffic and user interactions.
- 📈 Tess developed frameworks like the 'Primary Manifestor' to structure landing pages effectively, covering key elements like the problem, target audience, features, and social proof.
- 🔄 Landing pages allow for testing and iterating website content based on real data, rather than relying solely on stakeholder opinions.
- 📊 Tess advocates for a 'Platform to Pipeline' reporting approach, analyzing both on-platform metrics and downstream pipeline/revenue metrics.
- 🤝 Building genuine relationships on LinkedIn without an agenda, by providing value through comments and DMs, has been crucial for her business growth.
- ⏳ Tess is disciplined about the time spent engaging on LinkedIn, allocating specific windows and focusing on specific connections.
- 😂 Injecting personality and humor in comments helps stand out from robotic/'cringey' content on LinkedIn.
- 🎯 For new content creators, defining clear content pillars/niches and sticking to them is recommended, instead of posting haphazardly.
- 🌟 Consistently creating content, despite potential initial criticism, can build valuable brand equity and open up future opportunities.
Q & A
What is Tessa's background and professional experience?
-According to the script, Tessa has worked in B2B marketing for the last 15 years, with 99% of her career being in-house. Over the last six months, she has been running her own consultancy.
What services does Tessa offer through her consultancy?
-Tessa's consultancy focuses on treating landing pages as a sandbox to inform an entire website strategy. By analyzing how users interact with landing pages, she helps clients optimize their homepage, product pages, demo pages, and pricing pages based on data-driven insights.
What is Tessa's methodology for using landing pages to inform website strategy?
-Tessa has developed a framework called the 'primary manifestor,' which involves creating a landing page that tells users why a product was built, for whom, what the outcomes are, key features, and why they should trust the company. This landing page acts as a testing ground to gather data on what resonates with users, which can then be used to update the main website.
How does Tessa's approach help clients make informed decisions about their website?
-By using a data-driven approach based on landing page performance, Tessa can provide concrete evidence to support website updates, rather than relying on stakeholder opinions alone. This helps clients make decisions backed by user data, rather than just adding to the opinion pile.
How does Tessa measure the success of her landing page and website optimization efforts?
-Tessa employs a 'platform to pipeline' reporting system, which looks at both on-stage metrics (impressions, clicks, conversion rates) and pipeline metrics (meetings, ICP percentage, opportunities, pipeline, and closed revenue). This holistic approach helps identify what's working and what needs improvement.
What role does LinkedIn play in Tessa's consultancy business?
-According to Tessa, about 70% of her business comes from her posting on LinkedIn, while the remaining 30% comes from referrals. Building a presence on LinkedIn has been highly impactful for her in attracting clients and growing her consultancy.
How does Tessa approach content creation and engagement on LinkedIn?
-Tessa focuses on creating high-quality, visually appealing content that provides value to her audience. She spends time creating graphics and representations of her ideas, even if it takes a few hours per post. She also engages with her network by commenting and having fun while maintaining a professional tone in her posts.
What advice does Tessa have for someone starting out on LinkedIn or creating content?
-Tessa advises identifying clear content pillars or topics to focus on, rather than posting random, disjointed content. She also recommends niching down to a specific area of expertise. Additionally, she encourages being brave and putting yourself out there, as creating content is an act of leaving a legacy and building brand equity.
How can Tessa's approach to landing pages and website optimization benefit businesses?
-Tessa's methodology can help businesses create a cohesive, user-centric website experience by using data-driven insights from landing pages. This can lead to improved website performance, better user engagement, and potentially increased conversions and revenue.
What platforms or channels does Tessa consider for content creation beyond LinkedIn?
-While Tessa primarily focuses on LinkedIn, she mentions considering creating evergreen video content on YouTube, as it can be optimized for SEO and serve as a reference point for her frameworks and ideas.
Outlines
🤝 Tess's Journey and Consultancy Services
Tess shares her background in B2B marketing and her recent transition to running her own consultancy. She explains how she started as a fractional digital marketing lead, but then pivoted to focus on landing page optimization. Her approach treats landing pages as a sandbox to inform the entire website strategy, using data-driven insights to optimize homepages, product pages, and other key elements. By niche-ing down, Tess has been able to help numerous companies improve their online presence.
🎯 Landing Pages as a Testing Ground
Tess elaborates on her methodology of using landing pages as a testing ground to inform website strategy. By sending targeted traffic to landing pages, she can analyze what resonates with users and apply those insights to optimize homepages, product pages, pricing pages, and more. This data-driven approach helps circumvent the stakeholder mesh that often plagues homepage redesigns. Tess also discusses the importance of aligning ad messaging with the landing page experience, ensuring a seamless transition for users.
📊 Metrics and Reporting for Landing Page Optimization
Tess explains her approach to metrics and reporting for landing page optimization. She emphasizes the importance of looking at both platform metrics (impressions, clicks, conversion rates) and pipeline metrics (meetings, opportunities, revenue) to get a comprehensive picture of campaign performance. Tess advocates for a "platform to pipeline" reporting framework that considers the entire funnel, enabling data-driven decision-making and resource allocation.
🤳 Building Relationships on LinkedIn
Tess shares her strategy for building relationships on LinkedIn, which has been instrumental in driving business for her consultancy. She emphasizes the importance of engaging authentically without an agenda, providing value through comments and direct messages. Tess advocates for setting time limits for LinkedIn engagement, focusing on a curated list of connections, and injecting personality and humor into comments to foster meaningful connections.
📝 Advice for Content Creation on LinkedIn
Tess offers advice for those starting out with content creation on LinkedIn. She emphasizes the importance of defining clear content pillars and niching down to provide consistent, focused value to the audience. Tess also encourages bravery in putting oneself out there, as creating content leaves a legacy and helps clarify thought processes. She suggests that even if the goal is not business-related, building a personal brand on LinkedIn can open up future opportunities.
🔗 Connect with Tess
Tess invites listeners to connect with her on LinkedIn and visit her company's website, Delphinium Solutions, for more information about her services and content. She expresses her willingness to engage with those who reach out and provide value through her expertise.
Mindmap
Keywords
💡Landing Page
💡Niche Down
💡Data-Driven
💡Personal Branding
💡Content Pillars
💡Champion
💡Platform to Pipeline
💡Buyer Persona
💡Evergreen Content
💡Brand Equity
Highlights
Tess shares her journey from working in-house for 15 years in B2B marketing to starting her own consultancy focused on treating landing pages as a sandbox to inform website strategy.
Tess emphasizes the importance of creating a primary landing page that tells users why a product was built, for whom, the key features, outcomes, and reasons to trust the company.
Instead of having stakeholders' opinions dictate the homepage content, Tess uses data from landing pages to inform the homepage and make it more user-focused.
Tess recommends reporting on both platform metrics (impressions, clicks, conversion rates) and pipeline metrics (meetings, opportunities, revenue) to get a holistic view of campaign performance.
Tess suggests equipping internal champions with resources to make a strong business case for adopting a product or solution, rather than just selling to them directly.
Around 70% of Tess's business comes from posting on LinkedIn, while 30% comes from referrals, highlighting the impact of her LinkedIn presence.
Tess spends time creating visually appealing graphics that represent her ideas, as these tend to perform better on LinkedIn and provide more value to her audience.
Tess intentionally interacts with a set list of connections on LinkedIn, focusing on those who provide valuable content and insights that she can learn from.
Tess suggests having a clear goal and identifying three content pillars to focus on when starting out on LinkedIn, rather than posting about random topics.
For those posting on LinkedIn for fun or personal branding, Tess highlights the potential to build brand equity and options for future opportunities.
Tess advises against dismissing content creation as cringeworthy, as it takes bravery to put oneself out there and leave a lasting legacy of expertise.
Tess recommends considering platforms like YouTube for creating evergreen video content optimized for SEO, as a complement to her LinkedIn presence.
Tess emphasizes the importance of niching down and focusing on a specific area to truly provide value and stand out in one's field.
Tess advocates for providing value and expertise for free, as it helps evangelize better marketing practices and positions oneself as a thought leader.
Tess shares her approach to engaging with others on LinkedIn, which involves maintaining a balance between serious, knowledge-sharing posts and more lighthearted, personable comments and interactions.
Transcripts
hey what up Tess how you doing good how
are you I'm doing well I cannot complain
happy to have you on the show I know I
had your arch nemesis Uh Kevin on a
couple episodes
so it'll be good good to follow it up
and uh I'm excited to see all the
comments that he leaves on this episode
when we post it so he's an easy act to
follow though so I'm not worried hey
there we go um cool so give people you
know a little context on I guess what
you do your situation I know you were
inhouse for a long time but now you have
your own consultancy I guess we we'll
call it what has the journey been to
date and what do you offer now from a
service standpoint yeah so for the last
15 years I've worked um in B2B marketing
accidentally or not and so I've been
inhouse for 99% of my career and over
the last six months have been running my
consultancy at first it started as a
fractional digital marketing lead but
then companies were like well what what
do I hire you for what's the burning
problem and I got to speak to so many
people who are doing stuff on their own
right now including Anthony Pierry you
should totally have him on the show by
the way if you haven't already but
Anthony has yelled at me multiple times
about writing more about marketing and
then he's like you need to Niche down
and so I did and I married kind of my
website experience with the 400 websites
that I've managed and touched in my
career with the digital side because
I've managed the digital departments for
a few B2B companies and this was a way
to Showcase both but essentially I
wanted to create a product and it sounds
like landing pages sounded sound so
rudimentary because it's like oh I can
find a landing page specialist anywhere
and I'm like that's not the point the
point is treating the landing page like
a Sandbox to inform your entire website
strategy so how can you send a focused
amount of traffic to a page see what
resonates and then inform your homepage
your product pages your demo Pages your
pricing pages so there's a larger value
that comes with that from someone who's
worked in the space and actually since
niching down it's been quite incredible
I've been able to help a lot of
companies and doubling down so if you're
on your own definitely Niche down I love
it yeah it's so true right the landing
page I think people either just go one
the either put it as like a subtask and
it just kind of gets done when it gets
done by a web dev team two they hire a
designer not thinking about the copy and
really shifting that process to think
about it like on a first date if you
showed up to the date you got to show
okay I got to put enough out there
enough information does this person want
to come for a second date maybe I talk
about some of my interest maybe what I'm
into what I'm not what I can offer all
these different things right I want to
have be buttoned up take a shower that
day I don't know all of those things and
it's like a lot of those can be mirrored
in in like a Business website it's the
first interaction for a lot of times for
a lot of people after clicking an ad and
it's like there's such a disconnect I
find from ads to the Lander to then the
website experience is maybe so talk
to me about how you go in now and the
landing page can act as really this you
know vessel to take the customer to
different parts of the site but talk to
me about marrying that whole experience
from that first brand touch point with
an ad and clicking that all the way
through you know to hitting a contact us
and booking and become a lead how do you
marry you know that experience for the
consumer so I have essentially six
Frameworks that I came up with but the
most important one is called like the
primary manifestor your primary offer
and in essence it's a landing page that
will tell the user why you built the
thing for who so that what are the
outcomes talk about the features like
maybe top three or four features that
help a specific use case why people
should trust you and in essence people
will say hey Tas but that sounds like
what the homepage should do yeah it does
sound like what the homepage should do
but the whole point is to send now
traffic that you control via an ads
platform you have your segmentation you
can send your ICP there once your ICP is
there now you can see how they're
interacting with the content and now you
can take this data driven approach to
updating the homepage because what
happens on the main website is that it
is a quilt experience of all the
stakeholders opinions right the homepage
is HR wants our Awards on there product
wants us to feature dump the CEO wants
his picture on there and so it just
becomes the stakeholder mesh versus
making it conducive for the user you
want to change one thing you got to get
15 approvals so running it through a
landing page exercise coming to them and
saying hey we need to change the
homepage and they say why or no we
should do this and you're like well we
tested this and this is what we see and
these are the features that resonate the
most the pain points that do the
testimonials that do and now you can
slowly inform the homepage Based on data
and and then you don't look like someone
who's just adding to the opinion pile
you actually have something to back it
up so that's kind of the the methodology
that I came up with in order to do that
and then you can reverse engineer that
to the ads where you are essentially
promising right you've promised them
something they ad now you're delivering
that on the landing page and I think
that's the disconnect most people find
it's like Old Navy advertising pants and
then they dump you on their homepage
like that's a problem right 44% of be
add clicks go to the homepage that is
the absolute wrong place for it to go
yeah the message it's such a it's a
misalignment of resources too putting
all this money into the the spend and
distribution but then not into actually
where that traffic goes it's so
interesting and I think you hit on
something really important there which
is especially with the website homepage
that yeah a homepage should you know
follow the structure of problem customer
faces Stakes if they don't address it
Stakes if they do how your product
solves you know said problem sure pick
any framework write it but that sounds
easy to do but the minute there's a
million stakeholders involved and a
CEO's ego and HR it becomes for lack of
a better term a cluster and the
homepage turns into look how great we
are look how great we are look how great
we are feature one two three that
doesn't serve any consumer and landing
pages let you test that with you know
copywriting Frameworks with different
problems Etc and then bring that data
back to be like yeah that consumers
don't care about our Awards and here's
the data that shows it because like you
said otherwise it's just this opinion
pile and it chefs in the kitchen and the
amount of wasted time and resource and
energy going in when people start
arguing opinions on design it's like oh
this is going
nowhere that being said do you have
metrics that you lean into outside of
lead generation to test the viability of
pages yeah so there are vanity metrics
right which they get a bad repap but I
do this reporting that I call platform
to Pipeline and so from the platform
that's like on stage right it's the
Impressions clicks your conversion rates
that kind of stuff and those little
things tell you what to troubleshoot
first so for example if you get a ton of
Impressions but not a lot of clicks you
know that there's some adjustment in the
ad copy that needs to happen right
you're not going to run to your sales
team and be like hey there's a problem
here we're not getting clicks they're
gonna be like okay what am I supposed to
do with that so it's understanding way
to troubleshoot the funnel when you're
looking at the reporting full-fledged so
one of the things I did with my agency
partners too is expose what wasen behind
the curtain because there could be an ad
that's getting lower click lower
conversion rate but they are driving
more meetings more quality Pipeline and
so that means you should double down
right so it's making sure that you're
not spending time and wasting energy on
making bad decisions based on one piece
of data and looking at it as a whole so
I always help my clients do the platform
to pipeline reporting which is front to
the back is it working is it not working
because if you just look at platform
data you would have killed that program
but that program's actually driving
quality pipeline instead of revamping
that program and seeing how can we up
the conversion rate so we can get more
quality pipeline because this program is
actually working behind the scenes so I
look at everything from what's on stage
with the in platform metrics and then
the pipeline metrics which is now
whatever the company looks at right like
meetings ICP percentage you know net new
if that's what they want to look at
opportunities and uh Pipeline and
hopefully closed one Revenue as well
yeah and then looking at churn even
adding that on to be like are we
marketing what we're selling does our
product actually do or what we say I'm
with you though on I think people hate
on vanity metrics and to me I'm like
they're all signals the idea that
someone's going to make a linear
purchase on six or seven figure software
license is a hilarious concept and I'd
even say having an ICP or having like oh
our our persona it's like on the flip
side the brand side you've been in
there's 13 personas usually at the
decision- making table so I've now moved
to thinking more about what's the
situation in which my like maybe not the
buyer Persona per se but what are the
situations in which my brand or the
brand will be spoken about or evaluated
okay it's going to be in an internal
conference room someone has to be armed
to pitch our product against a
competitor and putting oursel mentally
in that room is going to help way more
than being like John has two kids and
has a dog and makes 200k a year right so
it's that next Evolution and I love that
platform to pipeline about really that
whole thing yeah very very cool in that
regard yeah and I think the Persona
thing is flawed right I mean it can help
inform some of the audience targeting
and stuff but I don't think I've ever
been like okay now what is Sarah
thinking about but I think the the
biggest thing is you are equipping your
Champion whoever that is with the
information in order for them to make
the business case when I was internal I
had to do so many business cases to get
any tool small or large the partners
that help me formulate that business
case and it could be like a five slide
deck like five-page deck that was the
goals why I'm identifying a problem that
I need to solve why this tool does it
giving them the options for here are
some manual ways I could do it but this
tool can also help us and so evaluating
against like a bootstrapped way to do it
another competitor and this this is how
you know this is how much resources it
would take this is how much money and
budget and this is how quickly we can
move with each option the partners that
help me do that are the ones who won and
so now I I think that that should be a
part of the process where you not only
sell to the champion but you're going to
help them make that business case
because they're not always the ones
signing check you have like a boss that
needs to sign off on the decision now
you have the CFO involved in every
financial decision marketing's making
how do you help them make that case to
the uppers and it's the same thing if
someone's listening to this and they're
direct a consumer it's the exact same
thing you need to equip the husband to
sell
the reason he needs a new TV to his
partner like it's the exact same concept
we can stretch it across but it's so
true he how can you equip the internal
Champion that person who does believe
with enough to go and actually because
they're the ones ultimately selling for
you when it comes down to it which is is
interesting so making sure that they
have the the appropriate uh resources
and information to do so very very uh
very important now all this is great and
you've moved now to having this cons y
but one of the things that be remiss if
we didn't bring up is you are very
active on LinkedIn building a you know I
hate the word personal brand just being
yourself on social media I guess how
impactful has that been and then two how
much time are you putting into creating
content and being active on LinkedIn
yeah so in terms of impact it's been
high I would say that about 70% of my
business comes from me posting on
LinkedIn and about 30% are in referrals
either from existing clients previous
companies I've worked at other peers who
see my content and then they refer me
even though they've never worked with me
so that's been awesome and uh so I can't
deny the impact and when I first started
on LinkedIn that was not my goal at all
it was a creative exercise I was working
in-house at a company and I just wanted
to write and I thought a public setting
would be great to get some feedback on
writing because that's what I went to
school for it was great and I got a lot
of feedback and it just became this like
side hobby for me that eventually gave
me options when I went out on my own to
you know create a business I that that
was never ever on my road map ever but
I'm glad that it happened and then in
terms of how much time it takes a lot of
time I mean I have two kids under four
I'm busy and do I post every day
honestly I can't if I post three to four
times a week it's a good week for me but
the content that I do put out I don't
try to willy-nilly it because what I've
seen that works is with something like
mine Graphics tend to work a lot better
when I visually can represent the
information I'm trying to get across
those tend to do a lot better well
Graphics take a lot of time so sometimes
it could be two hours that I'd work on a
single graphic but I'd post that and it
will pay me dividends for a couple of
days at a time so it's almost like I let
it breathe it helps me build some time
until I come up with the next idea that
I can visually represent as best as I
can those always tend to do really well
and provide people with a lot of value
so that's kind of how I focus my time I
don't try to stick to a number of times
per week and stress myself out it's kind
of like when I'm able to I have a
conversation I'm like this is going to
be a great topic that other people can
benefit from then I'm going to do it so
that's how I think about content as well
I try not to overdo it and have the
strict schedule that I can't stick to
I also find like those schedules and
folks who do that no shade but if it's
so strict eventually the content is
going to become mediocre and it becomes
more of I need to fill this calendar
versus I have something to say you see a
lot of that can Bey on there so I'm with
you and for those listening there's
something with LinkedIn that I really
like just from a technical side of it is
the algorithm your content has way a way
longer uh lifespan so people can see
stuff that's a week two weeks old so if
you're thinking like I don't have time
to post I tell people I'm like post once
a week post twice a month and that
content will if it's good continue to be
seen where other platform such as you
know X that you're looking at a 24-hour
window before that's up and smoke so
working on a graphic for you know X
Twitter might not have that same return
doesn't I don't believe as LinkedIn so
that's something that's uh definitely to
be considered you know for anyone who's
thinking about posting now do you
posting is one part commenting is
another part it's huge engaging DMS
commenting how are you managing the
relationship building side of LinkedIn
without becoming a person who's like
yeah awesome high five good job you know
on on content how do you make sure that
you can keep it you know real and really
actually build those relationships I'm
an extrovert by nature and building
relationships actually comes quite easy
to me because I walk in with zero agenda
I'm not like this person's the head of
marketing at this company so I'm going
to just really kiss ass and and
hopefully they'll hire me it's not about
that I give away a lot of value for free
whether it's publicly or even in the DM
so if they have a burning problem
they're going to ask me I'm not going to
be like yeah sign up for my $250 power
hour and I'll tell you I am just like
what's your question does it take me two
minutes yeah I'm just going to tell you
because I just want to evangelize a
better way to do marketing because B2B
Marketing in essence sucks you know
we're still operating from these 1997
playbooks I've worked at companies that
did that I see it all the time and I'm
just kind of tired of it and you know
what's the saying be the change you want
to see in the world so for me that's
just evangelizing a better way it just
makes you a better human as well and so
for me the commenting strategy is I try
to cap myself because you could spend
all day on LinkedIn and so in the
mornings you know I give myself an hour
to engage with a lot of the folks who I
show support to or who are kind of in my
marketing Niche and so this could be
other creators this could be people at
company thought leaders and that kind of
stuff I don't spend a lot of time
scrolling I feel like that's a black
hole you can get into I have a lot of
connections now who I'm not you know on
like a necessarily a first name basis
with just because I've been doing it for
a while and so I think that can become a
situation where you could spend two or
three hours just scrolling and
commenting on stuff so I'm very
intentional with who I interact with and
every once in a while if someone shows
up on the top of my feed I'll comment on
that but most of the time I have a set
list of people that I interact with
because I trust that their content is
going to deliver a lot of value I'm
going to learn something every day and
those are the people that I show up for
I absorb their content more like my
daily reading and just think about
interesting ideas to apply to my
business so that's kind of how I focus
there and then the other piece is I I
try to have a lot of fun um my posts are
pretty serious and very showcase of
knowledge and expertise but I call it
like the LinkedIn mullet where I'm very
business with my posts and I'm party
with my you know with my comments and so
I love to troll people and sometimes I'm
like ah I don't always have something
valuable to say but I'll make a joke and
and then it's a hit and it gets a
conversation going and that's kind of my
my strategy to just like have fun we're
all people on that we don't have to be
these like professional robots you know
show a little personality people will
notice shows you're a real person
especially with the amount of people
using like AI commenting and yeah it's
out of hand AI commenting and hiring a
VA to do your comment it's all out of
hand it's uh it's it's gotten it's off
the d-bend um for sure so that's that's
awesome I really like putting the time
the you know binding yourself with time
to say I have an hour to do this and
just seeing you know how that can help
the business right it it really does
separate you from other people in a way
that it just keeps you top of mind when
people eventually have that problem
there's also another thing with LinkedIn
that I think doesn't get discussed
enough amongst creators is context of
seeing the content so the user opens up
LinkedIn because they're thinking about
their career or their business from a
like they clicked on that little Li
versus the Tik Tok or Instagram because
they're they're thinking in a different
like a different want different need
they're in a different mindset you know
I used to create for Instagram and do
all these things so much time to create
a video for Instagram and I realized
it's like all my friends seeing it
right so it was like oh I need to
separate what my fun social is from my
work social now my Instagram is like
photos of my dog do you post on other
platforms or use other platforms I do
not I barely have time for LinkedIn but
my second consideration I was talking to
uh Lee Lewis you should definitely have
her on the show as well but I was
talking to her about it and we both
talked about potentially doing even just
like 8 to 10 videos on YouTube they're
Everlasting they're optimized for SEO
people will search for stuff on there
and just showcasing our Frameworks and
stuff for free there so people actually
have a reference point and just letting
that kind of sit so if I were to adopt a
second platform I'd go that route before
I went another social media platform so
it's just a matter of finding the time
to do it and making sure that I have
something that's lifelong on there
because one of the things is that I am
pretty early stage right six months in
and so my Frameworks have adapted a lot
and I just don't want to don't want it
to be a situation where going back and
updating it constantly on a platform as
well I can almost test the concepts on
LinkedIn a lot faster and get that
feedback loop going and then have
YouTube handle more of the foundational
elements that I want to be kind of
Evergreen but I'm still just kind of
refining what those are right now yeah I
like that if you're going to do things
like video thinking in you know terms of
permanency where can you create
something that this video this video
we're doing right now is going to go on
LinkedIn or sorry on Youtube it'll be
there forever you know and people can
search your name my name see it and I'm
a big fan of that from a video
standpoint but creating fleeting video
that is very uh juice doesn't equal to
squeeze for me when it comes to that I'm
with you cool now before I let you go
any advice you give to somebody who's
you know starting out on LinkedIn or
creating content on what they should do
where they should start my husband's
actually trying to start start growing
on LinkedIn and he's realizing the pains
that I I went through when I first
started 9 months ago and realizing that
it's not as easy and so one of the
things is it's easy for the lurkers and
the people who aren't posting to point
fingers and say it's cringy and do all
of those things but in my opinion
posting content and posting your
expertise out there is is an act of
Bravery because it is scary to put
yourself out there you're opening
yourself up to
heavy scrutiny validation too but heavy
scrutiny and but you're leaving a legacy
behind right cuz now I have years worth
of content that I've written I mean if
you think about nine months at three to
four times a week I have stuff that I
didn't even know I knew about that I
posted and the amount that I've learned
in that time just Clarity of thought
like you can ask me about landing pages
today you can ask me about a compelling
CTA or ads distribution and I've already
thought about these things because I've
posted them so so you can articulate
your thoughts a lot better and it is a
it is a difficult thing to do and keep
doing it's like how do you come up with
ideas every single week but it does take
a lot of practice and ironically it gets
easier over time to keep putting
yourself out there and you learn what
works you learn what doesn't work and
you keep putting it out there I think
the biggest thing before you even start
though is to figure out what is your
goal my goal was never to start a
business but once I started a business I
knew that I needed to be a lot more
focused with my content in order to
drive more inbound drive more
conversations that had meaningful
Financial impact I mean no one's doing
this for nonprofit here you know we all
are in for-profit businesses but that's
when the the stuff change so I would say
if you're focusing on helping build your
business pick three content pillars that
you want to talk about and stick to
those three people need to know what to
expect from you rather than one day
you're posting about your dog the next
day you're talking about a reporting
dashboard and then the next day you're
talking about events I mean like they're
all discombobulated they're not going to
understand what you're offering so be
very very clear about that and then
secondly if you are on your own and
working through stuff always Niche down
that's it was so uncomfortable for me to
do so but there really is riches and
niches so I would definitely try to do
something around that but if you're
posting just for fun there's tons of
CMOS there's tons of uh CEOs heads of
marketing who are posting and they're
in-house they don't want to necessarily
advise other companies but what it does
is it gives you options because now when
that announcement post comes at some
point where you're saying hey I'm moving
on to my next opportunity you're going
to have so much brand Equity that people
come to you you're not going to be
competing with a thousand of your best
friends for the next application for the
next head of marketing it's going to
give you options so cringe or no cringe
in the beginning all my friends were
like oh it's so cringey and now they're
like oh you're LinkedIn Powerhouse
you're on all these pods and you're
posting I love your content so that
mindset changes so you just want to
drown out the noise and just know what
your goals are and focus on doing that
because there's no downside to building
any brand equity and I have never met a
person who's had success online call
another person creating content cringe
it's always someone who's never done
anything so that's my thing is nobody
punches down I'm like oh okay anytime I
felt that way it's always been I'm like
oh it's somebody who's never posted is
being like commenting on my video with
some hate and they're really just
projecting some versus yeah
handling their own so I'm with you there
and people who want to get started yeah
I think that's a great uh you know
framework you've set up there if people
want to connect with you on LinkedIn or
your website where uh where's best
LinkedIn is best even though I have my
company uh the name's Delphinium
Solutions but even though I have my
company I am the company you know I'm a
I'm the human behind the brand so come
connect with me on LinkedIn I love
talking to people send me a message tell
me that you uh heard us on the podcast
that would be so meaningful to me and if
you do want to visit my website and see
more about what I what I do it's
Delphinium solutions.com also linkable
from my LinkedIn profile so you can just
kind of go there and do some exploring
and let me know if you know you see any
content that you like or have any
questions I'm happy to answer amazing
and I'll put a link uh to both those in
the show notes page Tas thank you so
much for coming on today thank you for
having me all right everybody that's it
for this episode as always I'm your host
Jordan Shelton and I'll catch you next
time
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