How Landing Pages Can Fuel Company Growth With Tas Bober

Summary

In 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

00:00

🤝 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.

05:01

🎯 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.

10:03

📊 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.

15:03

🤳 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.

20:04

📝 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.

25:05

🔗 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.

Keywords

💡Landing Page

A landing page is a standalone web page distinct from the main website, designed to capture visitor attention and guide them towards a specific action, such as making a purchase or filling out a form. In the context of the video, Tess emphasizes treating landing pages as a 'sandbox' to test content, messaging, and value propositions before informing the design and optimization of the entire website strategy. She provides a framework for creating a 'primary manifestor' landing page that communicates the core offer, features, and value to the target audience.

💡Niche Down

Niching down refers to the process of narrowing one's focus or specialization to a specific area, target audience, or service offering. Tess stresses the importance of niching down, as it allows for a more concentrated and tailored approach. She mentions that after niching down to landing page optimization and website strategy, she was able to better serve clients and attract more relevant business. Niching down helps entrepreneurs and consultants differentiate themselves and provide more targeted value.

💡Data-Driven

A data-driven approach involves basing decisions and strategies on quantitative data and analysis, rather than relying solely on opinions or assumptions. Tess advocates for using landing pages as a data-driven way to test messaging, features, and value propositions before updating the main website. By analyzing visitor interactions and conversions on landing pages, marketers can make informed decisions about what resonates with their target audience and apply those insights to improve the overall website experience.

💡Personal Branding

Personal branding refers to the conscious effort to establish and promote a specific persona or image for oneself, often through content creation and social media presence. Tess discusses how her active presence and content sharing on LinkedIn have significantly contributed to her business growth and inbound leads. By consistently providing valuable insights and building a following, individuals can establish themselves as thought leaders and increase their visibility and credibility within their industry.

💡Content Pillars

Content pillars are the core themes or topics around which an individual or business structures their content strategy and messaging. Tess advises aspiring content creators to identify three content pillars and consistently produce content within those focused areas. By maintaining a clear and consistent subject matter, audiences know what to expect, and the creator can reinforce their expertise and value proposition more effectively.

💡Champion

In a business context, a champion refers to an influential individual within an organization who advocates for and supports the adoption of a particular product, service, or initiative. Tess emphasizes the importance of equipping champions with the necessary information and resources to make a compelling business case for implementing marketing tools or strategies. By providing data, cost-benefit analyses, and clear value propositions, champions can more effectively sell the initiative internally and secure buy-in from decision-makers.

💡Platform to Pipeline

Platform to pipeline is a reporting framework that Tess employs to track and analyze the entire marketing and sales funnel, from initial platform metrics (impressions, clicks, conversion rates) to pipeline metrics (meetings, opportunities, revenue). This comprehensive approach ensures that decisions are not made based on vanity metrics alone but rather by evaluating the impact on actual business outcomes and revenue generation. It helps identify which initiatives are truly driving quality leads and pipeline, allowing for more effective resource allocation.

💡Buyer Persona

A buyer persona is a semi-fictional representation of an ideal customer based on market research and data about existing customers. However, Tess challenges the traditional notion of relying solely on buyer personas, suggesting that it's more effective to consider the situations and contexts in which a brand or product will be evaluated and discussed. This approach involves mentally placing oneself in the room where internal champions are pitching the product against competitors, and tailoring the messaging and value proposition accordingly.

💡Evergreen Content

Evergreen content refers to content that remains relevant and valuable over an extended period of time, as opposed to being time-sensitive or quickly outdated. Tess mentions the potential of creating evergreen video content on platforms like YouTube, where her marketing frameworks and foundational concepts can be showcased and optimized for search engine visibility. Evergreen content can serve as a long-lasting resource for both current and future audiences.

💡Brand Equity

Brand equity refers to the commercial value derived from consumer perception of and attachment to a brand. Tess highlights how consistently creating and sharing valuable content on platforms like LinkedIn can help build significant brand equity for individuals. By establishing thought leadership and a strong personal brand, professionals can increase their visibility, credibility, and leverage when seeking new opportunities or clients. Strong brand equity can differentiate individuals and provide a competitive advantage in their respective fields.

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