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Shay Rowbottom: LinkedIn video secrets that generate growth
This is how to make LinkedIn generate more revenue for your business.
On this episode of the Escape Your Limits podcast, Shay Rowbottom explains everything from content creation, missed opportunities in video, revenue generation and the LinkedIn secrets to growth on the social media platform that isn't as B2B as you think.
The Escape Your Limits podcast is brought to you by Escape Fitness – a global community of gym design and gym equipment specialists that are looking beyond exercise alone to escape mental, physical and professional limits.
Shay Rowbottom on the Escape Your Limits podcast.
Who is Shay Rowbottom?
After giving up on a potential music career, Shay Rowbottom began working on video content as a freelancer for a very profitable blog and Facebook page, making money from Google ads.
Here, she gained valuable experience and started to hone her newfound craft. She grew her company, gaining clients, learning the science of social media and licensing videos for an expanding group of entrepreneurs.
Today, Shay has founded and sold a start-up, before pivoting completely to LinkedIn and inspiring audiences and other entrepreneurs to optimise every bit of content for the biggest effect.
Shay Rowbottom Marketing is about more than just viral videos on LinkedIn.
Her team offer DIY programmes and online bootcamps to improve your LinkedIn activity, with coaching sessions that will help you transform your business and close more deals. Alternatively, SRM will take more of an agency role and run an entrepreneur's LinkedIn profile for them, which is ideal for busy professionals.
Shay Rowbottom episode highlights.
- Why content strategies from many social media platforms are more effective than you think when applied to LinkedIn, even if you think they're too informal in the traditional business world.
- How LinkedIn is a cleaner feed to grow and cultivate meaningful business relationships as well as develop personally, compared to other social media platforms such as Instagram or Facebook.
- What content specifics, styles and treatments work in the newsfeed best when it comes to video on social media.
- What regrets Shay has about turning fully introverted to focus on her business, and how her hard work has paid off to give her more freedom today.
- Why if you're seeking approval from someone about the business decisions you make as an entrepreneur, you should probably cut your relationship with them in order to grow unrestricted.
- How you can address your confidence issues and discover your feeling of value that you can provide to help others.
- What benefits LinkedIn offers for organic content with little competition, at levels that are unheard of on other social media platforms.
- Why your LinkedIn presence needs to be seen as a constant source for good, adding value to an audience instead of being a grab for instant return on investment.
- What talking about your vulnerabilities and insecurities will do to your engagement and your business, even if you feel it may be to your detriment.
- What will make your LinkedIn Sales Navigator and direct outreach spend more effective, and what is just going to annoy your potential leads and prospects.
- How you can make subtle changes to your social media activity to get the best engagement and business opportunities from your activities.
Full episode transcript.
Shay Rowbottom 0:00
I was for a very long time the only person who believed in me and i did it i f*cking did it. I'm gonna cry
Matthew Januszek 0:06
social media is not easy, but if you get it right it can have profound effects on your personal brand and your business. Today we speak to a social media superstar, who has grown a community of over 130,000 LinkedIn followers and garnered over 20 million views on a content working with brands like Yahoo, Petco and BuzzFeed. She's now helping dozens of brands generate significant revenue on social media, and positioning them as experts in the industry by creating engaging and compelling video content. This episode was shot just a few days before the COVID lockdown, so as the world reopens again, we thought this was perfect timing to release this episode and to inspire you to take your social media game to the next level. Please enjoy this week's episode with the queen of LinkedIn. Miss Shay Rowbottom So Shay thank you for making it out to Newport Beach. I know it's painful to come to this to this part of the world.
Shay Rowbottom 1:05
So painful. Oh, my gosh, no, it's great. Thank you for having me, Matthew,
Matthew Januszek 1:09
you're welcome. I thought I'd kind of get the LinkedIn dress code. I don't normally wear this sort of stuff. And so I try and be kind of, you know, contextual,
Shay Rowbottom 1:18
really. So you you're normally more casual? It's so funny because I believe that it's shifting a lot in the business world in terms of what people wear, right? Because so many people, we live in a gig economy, so many people are working from home. So many entrepreneurs kind of I feel in my generation, like, they don't dress professional. Like this is what I wear, you know, and I will, you know, for certain occasions, put on a blazer or whatever. But I think that it's shifting where people are starting to realize like, why don't we just go to work dressed like how we normally dress, you know, Is it really necessary. So it's super funny that you say you wear that for LinkedIn, because I'm like, Oh, I don't even wear that for LinkedIn. I just I just tried to be my my true self. And it's actually it's worked out for me like people respond to it. And then I feel that I give people permission to like oh yeah like because we're what I want.
Matthew Januszek 2:12
I like an excuse to put on a suit and to be honest if
Shay Rowbottom 2:15
you do look in it
Matthew Januszek 2:17
I also picked it up yesterday and I thought as an excuse to wear it and to plug my tailor but there you go.
Shay Rowbottom 2:23
Nice. I like the blue it's something different as opposed to just boring black. So that's the other thing if I'm going to dress professional it's got to be like a pink blazer you know what I'm saying? Or like bright yellow, something fun
Matthew Januszek 2:34
sound my my daughter should probably wear pink pink blazer I think.
Shay Rowbottom 2:38
Like emulate like, Yo, I'm here for business. But I'm also a good time. Like we're here to have fun.
Matthew Januszek 2:45
So talking about context, you know, with you're the LinkedIn expert, I think was, you know, 4 million plus video views. So...
Shay Rowbottom 2:54
Oh it's like over 20 million.
Matthew Januszek 2:58
And LinkedIn being a I suppose it's not something that you would think is a social media platform in general, it's not you kind of look at the Instagrams and the Facebook's and that that side of things and, and I suppose being a business owner trying to figure out my way around the different platforms, it's it. You know, what do you think there's a difference in terms of how you need to show up on on LinkedIn? Or do you think because it's becoming more of a common social media platform that some of the rules that you would apply to building a business on Instagram, for example, would apply? What what are your thoughts on the difference?
Shay Rowbottom 3:34
Yeah, um, I would say that it's, it's the content strategies that work on other platforms are actually more effective on LinkedIn just as is then people realize, I do you know things differently on LinkedIn because it is a business platform. Because the audience there is more in a business mindset. They do want content that ties back to business or is relevant to Personal Development, growth, money mindset, you know, so you can get a little broad topic wise on LinkedIn. But I do think it's smart to keep it business related. But there's just so little competition. That's the thing. Like, I'm out here in Newport Beach, you know, I'm meeting with all of these amazingly established business professionals. And I am just continually amazed at how underutilized LinkedIn is. I mean, and a lot of these people will even be influencers of sorts on other platforms, like, Oh, I have half a million followers on Instagram, I have a million YouTube subscribers, but literally nothing, only some of them don't even have a profile on LinkedIn. And I'm like, Okay, this is why I've had such an advantage because I went to the platform while I went there just like anyone else looking for leads originally. And I did find leads but I also found like, insanely easy to grow, especially with my video marketing background and all the principles I could apply to my own personal brand on LinkedIn. Now I was like wow. Nobody's like treating LinkedIn, like a place to grow a blog and a brand. And so that's what I found is it's a lot, it's actually a lot more similar to the other platforms in terms of what works. But people just don't look at it as an option, which is crazy, because this is where all the money is like, and there's a lot less fluff because of that, too. There's a lot less like bs content. Like you go on Facebook, it's like, okay, maybe there's some business content, but it's also like a cat video. You know, it's also like, something about the government or Trump, you know, like, like LinkedIn is a cleaner feed, I would say and a great feed for those who want all the personal development content want to be surrounded by business owners who are like, you know, giving valuable advice, making money growing, without all the fluff and without all the BS. It's like it's a tailored feed. If you're just looking to grow and cultivate meaningful business relationships, yeah.
Matthew Januszek 6:05
So you're certainly someone that I've seen in the last year or so pop up as a kind of a, I guess you'd call it an influencer but but great content very present. And Wendy has managed to sort of pull this together picks you up even before what I
Shay Rowbottom 6:23
love her, Wendy
Matthew Januszek 6:24
Yeah. So you're not just creating 10 you know, interesting videos is there's a lot more behind the story. So just give us a little bit of background of how you got to where you were, what was involved and why you made some of those decisions.
Shay Rowbottom 6:39
Yeah, yeah. So it's, it's funny, I realized I didn't talk about this enough on my LinkedIn like a lot of my following doesn't really know my background in video marketing and how I learned all of this. So I was I was originally a musician. Not a great one, but I was literally I was trying to make it an entertainment. I had dropped out of college at 20 I just New College wasn't for me. I was like super artistic. I just wanted to make art and music and perform. And I was like, I'll figure it out on my own. Like, I got like a waitressing job and started doing music. But I didn't know social media, I didn't know business at all. I was very naive. And I couldn't market myself online. I just couldn't figure it out. I eventually hit that wall, where I'm like, Okay, this isn't working, which I see a lot of artists and creative types. They don't even allow themselves to make a decision to quit even if it's very logical and pragmatic because of the ego of the artists like no, I can't sell out. I can't I'm like, that is bullshit. Like, the best thing I ever did was quit my dreams, which sounds crazy. But what ended up happening is I met a page owner on Facebook, who was my very first client he had about he had a blog on Facebook that was very profitable. It was about 3 Million Likes 3 million followers at the time that he hired me to edit video content for him and I knew this guy Was my age and I knew that he was making like a ton of money, passive income even because he was funneling traffic from the Facebook page to a website and selling Google ads. So it was like, the more clicks he got, the more money he made. I mean, he was 23 making money in his sleep. I'm waitressing. There's like four people at my rap Show. I'm like, Okay, I need to like something needs to change. So I just worked for this guy. And I'm like, teach me everything. And I was like a sponge started out very much as like a video freelancer. I was just editing for him. He had a lot of other friends on Facebook with large pages. They started to see the results from the videos that I was doing for his page. So I got another client that I got another client and I got another and before I knew it, I had like a company I quit my waitressing job I was doing viral video content for all the biggest pages on Facebook curating and licensing video clips. So the cute dog or the cute cat like I mentioned earlier, like it was literally my job to track down the original owner of that media and facilitate a license for the vo to use it on All of my clients pages. So that is what I actually did for almost three or two and a half, three years before I even got on LinkedIn and made my own video content.
Matthew Januszek 9:13
And with that, just on that editing was that Yeah, you sort of mentioned that you're quite creative. Was that just something that you were passionate about? And you found your groove that you can actually do that? Pretty good? Oh, I'm Jeff to work.
Shay Rowbottom 9:26
No, so that's the other thing I didn't grow up very techie at all. Like I was one of the last generations to play outside. You know, I really my parents were very strict. We didn't have cable I didn't have a lot of computer internet time. So I learned video editing after I got into music because I started making music videos for myself and I started to meet a lot of videographers. And that's when the intrigue for video came. Like oh, I can actually like learn how to do video myself. But it was a very tough learning curve for me because I was not techie. I still don't consider myself a techie person at all, which is funny as I've found in two tech startups now, but it's like, it was rough for me to get through that learning curve. I mean, I remember in the beginning when I was doing these videos, it would take me like 10 hours just to edit like a 62nd clip because I was so new to premiere and then I did it so much in so much you eventually just blow through that and get get quick and now I don't have it anymore either. I don't I can, but I don't have to which is very nice.
Matthew Januszek 10:29
And do you do with the style like certainly the stuff that you do yourself has got a very unique style that seems to work really, really well on those platforms? Is that something that you have evolved as part of what you do is in we talked about it off camera but having people that are trained in you know, the come from university and trained in classic video editing?
Shay Rowbottom 10:49
Yeah, I am amazed that more people don't know how to edit for social media. I mean, really, it is absurd. Even marketing companies even like I feel so privileged to have had that first business, my first company on Facebook where I worked for all those blog owners because I literally, I mean, like, all of my clients were really, really talented and understanding how to get attention online and specifically in the newsfeed like I always joke I could have been paying them, because they taught me so much about it. I didn't know anything. I knew how to edit at that point. But I didn't know like, you know, you got to have headlines, you got to have faster pacing, it's got to be punchy, you need, like all the science behind what goes into social media video. Still very misunderstood. very misunderstood. I mean, I do this as well. One of my services that I provide is I'll go into companies and train their marketing team and their editing team that they already have on how to make these videos for social media because it's just not widespread knowledge yet.
Matthew Januszek 11:48
And is that just because it's so new, and nobody's really fit, you know, you people have just evolved and I mean, yeah,
Shay Rowbottom 11:55
it's just new. I mean, I I'm surprised that it's, it is becoming more common that people like know the science of the social media video, the newsfeed video, but I gotta say, four years ago when I first got into this industry, I remember like, it was like, I was moving because I was so scared in a way of the competition, like figuring out this formula in the next couple months in the next six months. And I'm like, in a year, no one's going to know this. And like, I need to take advantage now and like, go hard while it while I have this opportunity, and it's been four years, and I am still amazed, like, wow, a lot of people just still don't know this. And that's what I did on my LinkedIn is I applied the principles to viral video and what I saw other influencers doing on Facebook, because remember, I was working with content owners to not just the page owners, I was facilitating relationships between content creators and page owners. So through the content creators, that's where I really got to see what works I got to see you know, the, the kind of talking head cut style video which I myself do now that was like I was licensing before It was like that from creators. So I knew that worked. I knew skit content worked, because I had a lot of actor type people in the in the library database that were making funny spoofs and skits. So yeah, you know, it just it was a no brainer I got on LinkedIn. I'm like, oh, wow videos on LinkedIn now, but like, no one's really using video. And then I'm like, and the ones who are using video, like they have no idea what they're doing. So I'm gonna just blow the lid off it take everything I learned on Facebook, apply it to LinkedIn, and it worked. And it's still working. And now there's a lot of people emulating what I've brought to LinkedIn and kind of, you know, copying for lack of a better word, my style, which I definitely wear, like a badge. Like, I'm super proud of that. And I'm happy to see other business owners taking advantage of the opportunity on this platform.
Matthew Januszek 13:45
So you sold your first company, is that right? Yeah. And then you opened what, what more of a LinkedIn focus agency? actly.
Shay Rowbottom 13:53
Yeah, so it was a it was a viral video company. We also did ad campaigns. We ran you know, digital media. Buying campaigns for products on Facebook and Instagram. But we didn't do anything on LinkedIn, I pivoted completely to LinkedIn. So a lot of what I teach, it's similar and it comes from what I learned on Facebook, but it's all focused around LinkedIn and helping business owners, primarily b2b owners. Get Yeah, get their message out there create effective content, because it's so challenging. A lot of these business owners, I'll see they'll like dump thousands of dollars into videos and production and like the post goes nowhere, because they're not optimizing it for social media. A lot of these marketing companies or you know, like film agencies, they're still making videos for companies that are like, maybe like a website video or like a television commercial. It's not optimized for the news feed and then they're out thousands of dollars and they think I'm never hiring another marketing company again. And that's where I come in. I'm like, No, like, there's a way to do these videos effectively for social media for LinkedIn and can Instantly and not for a lot of money, you don't have to break the bank, it's actually quite easy. And you don't need to invest in a fancy setup or anything. You just need to know the science behind what makes a good video for social media. Because it's not cinematic flawless production quality. It's actually the context of the message. And I think we all know by now, like we've all shared a video on social media that was clearly shot on someone's cell phone, and it went viral. So
Matthew Januszek 15:26
so one of the things I think it's worth mentioning, because I was quite impressed with what you'd been able to achieve at an age where I was sort of still bumming around in nightclubs is that you started your first business extremely young back
Shay Rowbottom 15:38
in the nightclub. I'm single now. So I'm like, I'm out there a little bit. Yeah, I had an unorthodox 20s Man, I like I became an introvert didn't go out, didn't have friends just worked.
Matthew Januszek 15:51
But you built you built your first business when you were sort of early 20s.
Shay Rowbottom 15:53
Ah, yeah. So let me think I was 23 when I started and that's when I like quit everything. I quit my music. I went like complete 180 because I was a waitress, which, you know, when you're in the service industry, you're pretty much automatically an alcoholic. No, I'm just kidding. But I did. I did party a lot. I was a musician. So I was like, I knew a lot of promoters club owners like I was going out every weekend like, not only promoting my music, but like partying I was like, young in my 20s free like excited. And I wore like tons of makeup. I used to wear like weaves. I had like fake eyelashes. I did the whole thing. And then when I turned 23, I completely pivoted like it was like I just hit a wall where I'm like, you know, what is Tony Robbins say like massive change requires massive action. I stopped everything. I quit drinking, I quit going out. I literally just sat in front of my computer all day every day went for a walk at the end of the day. That was like my reward like I'd go for a walk. And I'm really happy that I did that because it was ultimately the grind that was needed to discipline me to balance out have that kind of like feminine right brain creative energy and like give me some of the masculine some of the doing some of the like structure of like, okay, here's how you actually build a business. And now I'm able to kind of merge those two talents of mine. But I will say that I went a little too hard with like being introverted those years and not going out and not having friends. Like I don't think it's necessary to go to the extreme I went to to have the results. Because now I'm 27. And I'm like, oh, man, like I you know, I've never been to a music festival. I know, you know, I saw I just like recently, and I did go through a breakup, which is part of it. So I'm single now and I'm finding myself like, Oh, wow. Like, I really missed having girlfriends and just like going out and like doing fun things. So I would say a little more balanced overall.
Matthew Januszek 17:48
Yeah, I just went the other way, including the makeup and the hair stuff.
Shay Rowbottom 17:52
Matthew Januszek 17:54
So I started I was a late start. So yeah, it is impressive. You know, to have, I guess, achieve what you've done. Do you think that the the niche that you've got now where you're able to advise a lot of big companies is, is because I suppose you, you know, the fact that you probably look at things with maybe a different set of eyes. So you, I guess you you come from maybe a younger perspective where you've grown up with some of that technology, but you can kind of also see, like, the traditional businesses and how to connect them. Do you think do you think your, your sort of ages is is an advantage at seeing these opportunities?
Shay Rowbottom 18:32
Um, yeah, I mean, I would definitely say my age is an advantage given that like, I knew social media, I was a user of social media before I started working on it. But I would say even just like being a millennial, or someone that grew up with it, like isn't enough, there's a lot of people my age I meet and they still back to what I said earlier and know nothing about how to optimize content for social media. I really think I need that last agency was the experience I needed to like, Oh, Okay, I get it. But also I'm naturally you know, because I do have a performing background and I've always been very creative as a child, I was always like making something I do feel that I probably more so than the average person just have a knack for connecting for being able to produce an emotional response from people to grab attention to captivate an audience. I mean, that was kind of always there in me, but I didn't know how to apply it on social media.
Matthew Januszek 19:32
So did you have was was your family at the time with you know, were they encouraged it where they sort of like entrepreneurial and because it seemed so unusual to so go into the direction you did without some sort of support around you?
Shay Rowbottom 19:43
So I would say that I did not have support from my family. I actually attribute a lot of my success to cutting out my family, which is a controversial thing. Yeah, people are like your family like but it's family. I'm like, but it's abuse. I'm just kidding. But like, they I started to realize that the need for their approval constantly like having a filter on everything I did have like, okay, but what will my like big sisters think of me like, you know that child and he's still seeking their approval. I had to get rid of it. I was like, You know what, I'm just gonna cut them off completely. And that is when I really started to grow. That's when my business started making more money. That's when I blew up on LinkedIn. Because as a child, I would say it was mixed. Like there was some members of my family who supported it. But overall, like they did not agree with the entertainment thing like me being a singer me dropping out of school. That was like a no, no to everyone. All my sisters did like the traditional, like, safe education route, get a job. My parents are entrepreneurs actually. So you know, they kind of always encouraged like, yeah, you can make your own business, but they were really uncomfortable with the music thing. So I had to figure it out on my own. I would say like, I didn't really figure it out. Like I actually just got taken advantage of Quite a bit back when I was trying to be a singer, I was just very naive, didn't have a support system. But I ended up finding video and I ended up finding social media. So it was actually such a good thing to invest in. And that's why I tell people look, if your family is saying like, no, like, you got to do X, Y, and Z, we don't want you going on this path. There can be a level of love in that like genuine love of like, no, I genuinely just like, want to see my kids succeed. I'm afraid that the route that they're going down is is just gonna make them less fulfilled in the long run. But a lot of times, it's really coming from narcissistic parenting, it's really coming from the parent living through the kid wanting like, well, I always envisioned my kid would be a doctor, so like, be a doctor. So I always tell people if you're feeling like I really want to do X, but my family really wants me to do why do x like just do it? Because in my case, no. I didn't end up becoming Britney Spears. But look what happened. I mean, I ended up learning everything. I needed to know about digital marketing business becoming an entrepreneur. And yeah, I don't really think anyone in my family would like be telling me to go back to college anymore. I know. It's like, but it's hard. It's really hard to go against the grain. Yeah. And that's where you got to find friends who support it, like find friends and you can make that your family. So family is love, not blood. That's why I always say, family are the people who support you unconditionally, you know, still give you the honest truth still give you the tough love that you need. But they're not out for themselves. They're out for you. They can objectively look at you as a separate person to them and say, yeah, you know what, I think that'd be good for you Shay. Yeah, you know what, I think you'd thrive over there good for you. Family often has an attachment like this kid or this sister, this parent is like, somehow connected to me like a reflection of me. And that hinders them actually objectively, being able to look at what's best for you. So that's my experience. family and I feel a lot of people have a blind spot for their family and if they would just cut that cord not forever but just for a while like literally if you're feeling like you're getting the sense that your family is dragging you down seriously just cut them out for a year just do it just cut them off for a year minimal contact do your own thing for a year Tell me your life doesn't improve
Matthew Januszek 23:21
I think one of the things about what the the kind of business you're in which is I guess creating your own sort of media brand and channel is I suppose in the past people would normally go to school and they would it would it would gradually evolve over a number of years. Nowadays you're able to turn your iPhone on published instantly and and that sort of period where you go from awful which I'm sure you know everybody I've met there's been done this well of you know, they've got that good. Yeah, so going for more for having family and friends that are then very opinionated one. Why the hell are you doing it too? What are you saying? Well You're trying to build your confidence up at the same time, which is very easily sort of broken. Yeah. What? What's your thoughts too, because because certainly, it's undeniable that there's all a power, if you can get in front of a camera speak, tell your story. And whatever that is, you know, it's undeniable that that works. But very few people can do it. And probably my experience is very few people have got the confidence to go through what it needs to get to where you are, even if they even if they're average, you can do quite well by being average. What's your thoughts about how to get through that early stage of building your confidence and not necessarily being affected by people's views? Was she getting there?
Shay Rowbottom 24:37
Yeah, that's a great question. I'm glad you asked me that. Because it's actually a common thing that comes up with my clients. They have confidence issues, I was joke, I'm like, I'm not a video coach. I'm a confidence coach. Because that's 90% of it is like feeling like you are a value. So I always tell people I'm like, Look, if you've been in your industry, You know, 510 20 years, you undoubtedly have value to provide around that your specific area of expertise. And a lot of people fall victim to the like, Oh, I don't want to see myself on camera, I'm worried about what others think I don't really know if what I have to share is, is valuable. To fall victim to those insecurities is selfish, because no two people have the same walk of life. So you inevitably have value to provide that no one else can that you're just withholding from the world by not showing up on video. So the beginning is the hardest but once you can get over that hump, and and definitely the people that know you that are closest to you will be the most uncomfortable because they don't know you. As you know, Fred, the video guy they know you as whatever your identity was when you met them. So that's like a lot of the pushback you'll get is from the people you know, people who just met me as Shay the video girl they're never like they would never be like Shay, why are you doing videos? You know, it's always People that know you as not that, that starts to get uncomfortable and it's actually usually just because they're uncomfortable, and they want to bring you back down so they can be on your same that they can feel more comfortable again, like I'm not doing videos, I'm not growing a personal brand. So watching you do what I won't, it's very uncomfortable to me. Therefore, I'm gonna, you know, kind of manipulate and poke at you and criticize you got to get past it, it's gonna happen people are gonna criticize you. It's there's no way around it. I think the longer you do it, you just get tough
Matthew Januszek 26:33
as a bit like your, your family advice, where it's like, probably just cut people off for a year and then come back again.
Shay Rowbottom 26:40
And then it's funny too, like, I had a lot of friends that I gave up, you know, early on because of what I just mentioned. It was like, I could tell they were uncomfortable with me like becoming a singer, like becoming like they didn't know me is that they grew up with me as a different person and I, you know, ignore their judgments kept doing it anyways. And then it's like it took a few years of me really solidifying myself in the video marketing space and getting enough validation that they'll come back around. They know now I have friends who in high school would have never shared my content or like, supported what I was doing. But now they do like now they're like, Oh my god, I saw you in Entrepreneur Magazine. I shared it with my dad and I'm like, okay, like now you're finally so it does shift, you know, at a certain point, you just established yourself and people kind of give up I guess. Let's talk about LinkedIn.
Matthew Januszek 27:37
Why is it such an interesting opportunity? According to you, I watched a bunch of videos and you seem to be sort of, you know, obviously full and you've got a business around this what you know, why is it important? Why should business owners take notice?
Shay Rowbottom 27:50
Yes, well, there's no other social media platform with this many educated people on it with money. So like I was saying, you know, when people log into Instagram, Facebook Twitter, they're not necessarily in the business mindset. They're usually looking, you know, to be entertained, to laugh to catch up with old friends. Maybe if you catch them in the right moment, you know, they could be receptive to your business messaging on those platforms. But it's really the opposite with LinkedIn, people log in to LinkedIn, because they're looking for a job. They're looking for employees, they're looking for partners, vendors, someone that's going to solve their problem. And they typically have the money and the power to make decisions around purchasing your services. So right away on LinkedIn, you're going to be reaching a way more targeted audience. If you're doing anything business, even b2c, I mean, anything business related is going to hit more people in the right place on LinkedIn, because they're already in that business mindset. Now, on top of that, it's kind of like what's going on with Tick Tock right now, there's so many users on LinkedIn, but very few creating content. So when the platform's only have so much content, to pull from To show people in the feed, your video is inevitably going to show up, you know, more so than platforms like Instagram or Facebook where it's completely oversaturated overrun. So on LinkedIn, the organic content opportunity is massive. You can run ads on LinkedIn. And I actually know a lot of people doing that successfully in b2b and b2c. But really, it's organic. I mean, like everything I've done is organic, you can reach a ton of people, there's still very little competition on video, because video just came out as a feature on LinkedIn a few years ago. So still not a lot of businesses taking advantage of the video content opportunity. And yeah, like I said, just way too many profiles, not enough people making content. So you're inevitably inevitably going to show up in the feed, right?
Matthew Januszek 29:45
I know you've been preparing for this. I watched some of the videos where you talk about the numbers in terms of profiles and active users do you do you have any sort of relatively up to date numbers on you know the amount of people that are on it? As opposed to producing,
Shay Rowbottom 30:01
um, I don't know if I have the updated one The last time I checked, it was like 600 over 600 million profiles, but like, a fraction of that even login like monthly, right? Yeah. So it's growing. I mean, it's, I do think that overall people are still sleeping on this platform. Which is like it's good and bad. I would say it's good for me and that there's still no competition like people aren't really taking advantage of it in the way that I am especially with now tik tok like to it was kind of finally like, people were like, Oh, I think LinkedIn and then Tick Tock and now it's like, the focus is away from LinkedIn again, but the opportunity is still there. I mean, it's it's massive. So I would say that overall, it's getting like people are starting to realize, oh, there's a huge opportunity to grow here and get business and and get inbound leads, but it's kind of like what I said. earlier about things taking way longer than I think they will like, the competition's gonna hit like tomorrow. And it's, it's slowly it's it's a slow roll. So
Matthew Januszek 31:10
I can imagine some business owners or CEOs listening to this and thinking, Okay, you know that all sounds good. There's, there's a, you know, it's the next social media platform. But what, what does that mean to me as the business owner in terms of, you know, how would this, how can this impact my business? You know, is it going to bring me new customers? Is it going to increase my revenue? Is it a branding play where I just need to be on there to keep top of mind what what is the sort of Yeah, thing I can expect?
Shay Rowbottom 31:39
No, it's a great question. It totally depends on the industry depends on what your offers are. But I would say long term play in most cases, this is a social media platform, where if you just release ads every day asking for stuff or pitching, nobody's gonna follow you. And that's what a lot of people on LinkedIn are awesome. Missing, it's like they think content is ads. But you need to just build a trusted page that people start to recognize as a source for good as a source forgiving as a source for you know that this, this page is just continuously providing free value to me without asking for anything in return. That's what I've done. And that's what I see a lot of business owners struggle with, they want the instant ROI, you could still have that I did, I was immediately getting inbound leads the second I started making videos, and I was not asking for anything, I was just grabbing attention. And then inevitably, people click back to my profile. Now, once you get on my LinkedIn profile, it's very clear what I do. It's very clearly like an ad for my services. It's optimized for conversions. It's like, hey, by the way, I help with LinkedIn video marketing, message me here, and that's where the leads come from. But the people make the decision on their own to reach out because you've established trust with them. You've given them something. So now they're willing to give back like oh wait I think I am going to message this company to learn more. And that's the science a lot of business owners don't realize, you know, I work with a lot of people in very niche industries and they want to only ever talk about their niche. And I'm like, Look, that's great. You should, because you do want to flex your skills in your industry and establish yourself as an authority there. Um, but in order to just get attention, and just get people on your profile, it is good to be a little more broad, a little more general on being personal, you know, and not all CEOs or business people are willing to go here. But at the end of the day, people do do business with people. And I found a really a strong advantage I have is people just feel like they know me, you know, I show up and I meet Wendy and it's like, it's really not like any surprise, she's like, I already know Shay, because I show up very authentically in my videos every day. I'm not in a suit and tie trying to be like this stuffy businesswoman. I'm like, No, you know, I'm just me. And that creates a level of human connection in the buyer where they're like They start to see themselves doing business with you a lot easier than if you're just a really, you know, filtered stuffy business page that sort of want to say no. But um, yeah, for CEOs that are willing to harder to drop the suit, okay, yeah, take what's going on here. So, um, yeah, I would say you know, the, the comfort level is also different for everyone. I have other business friends on the platform who are like, I don't really like getting personal. That's not how I am in my day to day Anyways, I'm just not a very open type. So I don't and I'm like, that's fine. You know, you don't have to, but for a business owner that is willing to be the face of their own company, get on camera, great opportunity, or if that's not you, you know, find someone in your company who is willing to talk on behalf of the company, maybe a sales guy who's like super extroverted anyways, and is really great on camera, start having someone in the company, be the face on LinkedIn, grow a page and funnel all that traffic back to the business.
Matthew Januszek 35:00
So I can imagine the conversation around the boardroom where, you know, with the with the finance people and, and the business owner, it's like, yeah, we want you to spend time creating content when you're running a multimillion pound dollar company. Why would that make any sense to anybody to do something like that?
Shay Rowbottom 35:22
Yeah. Well, the answer is it doesn't make sense to a lot of business owners because they're still having success on traditional channels, which I totally get like, as a business owner. It's like, you know, don't fix what's not broken. The problem is the older generation is going to die off. And all of those traditional mediums for advertising like newspaper, television, especially, I mean, those are going to become very weak platforms, everything in advertising, all the dollars are slowly but surely shifting to social media. So business owners need to consider that in the next 10 2030 years. If they aren't growing a platform on line if they aren't, you know, providing free value to gain trust with an audience. They're not only missing out on an opportunity to promote their own offers down the line when things start to shift and social media becomes more and more powerful for advertising. But they're also missing out on an opportunity to curate other advertising dollars from people that want to promote on their platforms. That's what I always say. It's not it's not just about you building it for your business, so you can promote your own service because your competitors are gonna, and this is what's happening all the time. This is what Gary Vee talks about. He's like, I know lawyers who are way more talented in law, they have way more experience, but they call me and they're like, Gary, you know, there's this young lawyer guy and he's stealing all my business and he sucks, but he's doing these videos on social media and everyone's calling him it's like, yeah, that's the play like so. I would say you need to get outside of like, Okay, this is working now because you really need to look ahead at what's going to die and I do believe television is dying. And everyone has a budget for marketing is going to in the future spend their marketing budget, promoting on social media channels. So not only do you now have a channel you build to promote your own offers, you can start to collect some advertising dollars from other companies who perhaps have an affinity audience with you, where their product is also valuable to your audience and you can start to collect more advertising dollars that way as well. There's like the new the new social media channels are becoming the new television channels. Yeah.
Matthew Januszek 37:30
So in terms of a strategy to for people who are listening to this to start thinking, you know, a direction to start considering it's, it's really then you're in order to sort of start having a presence to start having a virtual relationship with you. Almost like I suppose we're getting to know each other today where you learn about that person and then through that, through learning about that person and similar interesting things. You then feel more comfortable And you develop trust we wanted to buy them is that essentially what people should be thinking about?
Shay Rowbottom 38:04
Yes. Yeah. And and that is something I definitely also learned in my time on Facebook is like, oh, vulnerable content sells. But for me, I kind of also got into it by accident because I started like opening up about my mental health struggles years ago now. But when I first got on LinkedIn, I was just super raw. I remember releasing a video about ha, admitting that I had depression and thinking like, I'm committing business suicide by doing this, and I got leads from it. And I'll never forget, that was kind of the turning point for I was like, wait a minute, like, this is almost like a cry for help. I'm just like, at my wit's end, like, I'm depressed, I don't even care who knows it anymore. I want to talk about it. But so many people, especially in the business world, because a lot of people who are depressed throw themselves into their work even more. So they're on LinkedIn, you know, it was like, I got so many messages from people saying, I have this too, and I feel like I can't talk about it. I don't want my business partner to know I don't want my clients or my wife even to know it was like crazy to me. I'm like, Oh, so I realized there was an opportunity to give people especially in the business world, in the business climate, to give people permission to be human, and to be flawed. I mean, that's a lot of what you see on LinkedIn is like the humble brags, oh, we just landed this account. We're in forums we're doing on, we're great. We're great. We're great. I'll get on there and say, like, I totally messed up with this client, this client fired me and this is what happened. You know what I mean, like, and people are like, wow, because that's what people can really relate to like the failure that when things aren't going well, feeling depressed, feeling insecure. So I would say that vulnerability was just an extra step in getting people to connect with me on a human level and picture themselves doing business with me.
Matthew Januszek 39:48
That seems you know that I suppose. Certainly from someone to people I know that being vulnerable to like, even in front of, you know, not, not even with a camera on you. It seems a difficult thing to do.
Shay Rowbottom 40:01
Matthew Januszek 40:02
But are you saying that you know, the more sort of honest and authentic you can be about what's happening, the more you're likely to be able to connect with people and to sort of achieve what you want? Is
Shay Rowbottom 40:12
that why I think so like, don't get me wrong, I do believe that I turn people off being my true self. But I've learned that it's good that I'm turning these people off because this happens in life in general, not just business, but like, people think they need to act a certain way. So there's a filter they put over themselves, there's a level of fakeness that they have thinking this is the way to be accepted and they are accepted, but they just attract people who accept the fake them. So what I've done is I've kind of filtered out all the people who won't align with me. My mission, my core values long term, by being my true self, no doubt I've lost business I've lost I've lost people who are like this Shay chick is crazy. We would never do business with her, but it's probably someone who themselves struggles with their On authenticity, who's really uncomfortable by what I'm doing, who wouldn't jive with me down the line long term anyways, so I've actually found that I attract clients who are like, almost like fans almost like, oh, gosh, I love you Shay. And then and then we work way better together. Because we're on that same wavelength, I haven't had to hide any of my true self to maintain a business relationship, we just go in it from the start. They know me, they know my strengths, they know my weaknesses. And it's beautiful. Because you really like you, you, you make real friends, guys. That's how you make real friends. And you just be your real self. So
Matthew Januszek 41:34
I guess in terms of the lead process, if it just in a traditional business, you know, you kind of, you're getting a bunch of leads in they go through the sales process, and you actually find they're not what you want anyway, so I suppose it's probably a way of disqualifying before they come into your sales or marketing funnel anyway, so it probably is more cost effective to right yeah,
Shay Rowbottom 41:53
I mean, that qualifying process for me is more so just business like what is your revenue what it You know, like it doesn't I'm not like asking people like, do you like my depression videos or anything like that? A fan? Are you Oh, we did establish that first? No, yeah,
Matthew Januszek 42:12
I suppose you must have had it you can if you're not kind of narrowing down exactly who you're going after, you can be trying to go after everybody, whether it's a premium product or a, you know, a budget product, I guess the more you can sort of make sure that those leads, however, you're investing in them kind of optimized that better, particularly if you got a large sales team, you know, you want people coming in if they're going to be going in your direction, I suppose.
Shay Rowbottom 42:39
Yeah. And and that is also a benefit of what I do, because I talk a lot about casting the net and just getting attention. Um, but my marketing services apply to any industry. So I'm not really limited. It's just like, are you a business owner who sees the value in social media? What's your product, I mean, they're in rare cases, I will turn down a client if they really I really don't feel that I can get them Return on what they're doing but um it's any industry for me so that also makes my job easier.
Matthew Januszek 43:06
Are you finding any industries that are working particularly well with LinkedIn over others? Are you or is it you know, in your experiences are pretty universal that consultants, console
Shay Rowbottom 43:17
consultants, sales people, still recruiters for sure. I mean, it's still a great place to find a job if you're a job seeker. But recruiters, anyone who's selling some sort of like business consulting service, like a business coach, even though you know, a lot of my clients are life coaches, life coaches, that's like five miles. Yeah, executive coaches, that's like buzzing now in the professional world. Insurance, technology, marketing, a lot of marketers like myself, a lot of my clients are actually marketers, a lot of marketers by my program. So that's fun. And actually, I'm glad that you asked that question because the next industry that I see starting to buzz and emerge online And is actually on health, wellness and fitness. No, that's starting we're starting to see a lot more trainers like pert like literally like personal trainers sharing like tips about how to stay healthy how to stay fit and, and other like health and wellness services and that sort of thing. So
Matthew Januszek 44:17
one of the things we do in our company we use LinkedIn navigator. Sales Navigator. Yeah, and and I guess a lot of people that email me are using navigator and one of the things that sort of annoys me a little bit is you kind of get these emails and someone's kind of like, you know, a little bit of a pitch some of the pitches that you probably not even read my profile, and then they're like, you know, are you good at six o'clock or eight o'clock kind of thing? And he's like, well, I never heard of you, you now direct messaging me, which, you know, I respect I respect their attendance, you know, attempt to kind of do something but do you think if you are using things like navigator, for example, that if you get this right, you can make what you're doing The back end more effective. So it's like, Okay, well, I've already, you know, if you if, for example, if you sent me an email, that would have a lot more weight than the number, and I probably get eight or nine different marketing companies that Oh, you promise to deliver me a million in leads,
Shay Rowbottom 45:14
we'll see, there's still a lot of pitching on LinkedIn, I would say that the direct outreach, the direct messaging used to be more effective on LinkedIn. Now, because it's becoming a little more of like a standard social media platform where people just are looking for general value. And it kind of turns you off when when they pitch right away. But I will say, with Sales Navigator, and those sort of direct outreach campaigns where you want to just find your exact target market, connect right away pitch, way, way more effective if you're doing organic content. Because like me, for myself, I actually did a direct outreach campaign on LinkedIn years ago, before I ever released a video. Nobody knew who I was. It sucked. I think like we tried it for like 90 days and didn't get a lot of results. And now Well, first of all, I literally don't even do outreach. Everything is inbound for me, I completely 100% get all my business from inbound leads on LinkedIn from my content. But my clients who are now are using Sales Navigator, the ones who see the most success are the ones who are coupling, Sales Navigator and that direct outreach with an organic content strategy. Because then you message someone, they're like, I've seen this guy before, wait a minute, like I've seen his videos, and you're a little more validated, you've kind of already done the steps to get to a closer place and trust or pitching becomes more receptive. Even one of my video associates out here in Orange County, he does direct outreach on LinkedIn. And I did a video with him where I featured him on a page I gave him you know, production credit, you know, like thank you for the video. And he said once I gave him that shout out a lot of these people he had like, direct outreach message like the previous week, they finally started responding because they stopped they're like, wait a minute, and then they replied to his pitch like, Yeah, I do think we need video. So it's just a It shows the power of inorganic content strategy coupled with outreach. I think that's the missing pieces. A lot of people think I'll just find my target market and pitch it can work. Don't get me wrong. But organic content really helps.
Matthew Januszek 47:13
Yeah. And in terms of content, is there certain types of content that works? Like we've I've tried different things like the kind of PDFs, sliders and videos and pictures, and there's a number of different things you can do. Are there things, you know, do you need to kind of create a balance? If so, what is that balance in terms of content that you put out there?
Shay Rowbottom 47:34
Um, I would say videos the best absolutely most effective in my experience, that's my specialty is video. But having a mix is certainly helpful or repurposing all your highest performing videos into other forms. So if you're like, I want to do a LinkedIn article. I don't know what to talk about. We'll go look at everything you posted for the last month find what was highest performing, reverse engineer it to create an article around it now. Cuz you kind of already have proof that that works. So I would say even though I'm very video focused, personally, having a mix is certainly helpful. And then the other piece of that is optimize your profile, you know, you can have all the content in the world. But if people land back on your page, and all you're doing is bragging about your MBA and your Forbes 30, under 30, you're completely missing an opportunity to effectively communicate to your target market, that you are in fact, the person to solve their problem. So that's a lot like that's like 90% of what I see on LinkedIn, people would have better results, if they just clearly communicated what they do. I mean, it's crazy. Like, there's no reason I should read your entire LinkedIn summary, go through the whole summary and still be like, okay, but like, what do you do? Like, like, are you helping, like, it's just not clear. And a lot of people again, ego, they try to be fancy, like, you know, we create elaborate blah, blah. It's like, just say it just like, don't be fancy. Be very to the point like you're explaining it to a six year old. You need this six year old to understand what You're doing do that same thing on your LinkedIn profile. And then when you have leftover characters, talk about your NBA and how you were in Forbes, that's fine.
Matthew Januszek 49:10
In terms of the frequency of posting, what have you found is a good recipe, you know, is it daily, weekly?
Shay Rowbottom 49:19
So the algorithm is really, it's fast and hard on LinkedIn, things die quickly. It's a newsfeed driven platform. Because when you go to someone's profile, and you go to their posts, they only display it currently in chronological order, which is a pain, no one's gonna like sift through, well, maybe they will. But it's not like YouTube or Facebook, where there's like a library of content. It's all news feed driven. So because of that, I would say post every day, but also be mindful that your post is going to probably die. After 48 hours at the most it's usually like 24 hours and you got to get another post out another post out. But also, repurpose content is really good on LinkedIn because of that reason because things are hard and fast in the newsfeed and they die, if you do have some high performing videos, I would advise you to eventually, once enough new content has passed again, just repurpose and post the same thing, because it only lived in the newsfeed for a day or two. And chances are a lot of people who would find value in that content didn't actually see it yet.
Matthew Januszek 50:20
And what about getting comments like I read about it's important to get people to comment straight away
Shay Rowbottom 50:27
and ask you know, you don't ask you don't get
Matthew Januszek 50:30
important to sort of get it more, you know, more people to see that is it. So if people are if you put something out and people are commenting, does that affect how many more people get to see
Shay Rowbottom 50:41
it? Yes, absolutely. Absolutely, especially in the first hour. So the way that social media is all platforms works is you post something, and the platform rolls it out to a percentage of your audience, usually based on how generous the platform is at that time with organic reach, but Also, the initial percentage they decide to show it to you has to do with your past performance and how valuable you are. So let's just use 10% arbitrary example, I released something on LinkedIn, I hit publish, LinkedIn is going to show that to 10% of my audience. Okay? Now, if 9% of that 10%. So 90% of the people that initially got shown to engage and comment with it, the algorithm reads that as Whoa, like, almost this entire first tier engaged with this, this must be really valuable. We're going to show it to another 10% now, okay. And now when it shows it rolls up to that second 10%, if again, nine out of 10 common and engage the platform's just going to keep going, keep going. And that's actually what viral content is. viral content is they show it to that initial percentage and the entire percentage in ages and they're like, Whoa, let's do it again. And then that entire percentage engages and then eventually the platform like kind of gives up and just shows it to everyone because they're like every single person is engaging with this content. So that's why a lot of people on LinkedIn are using like engagement pods and things to boost in the first hour because when you get the platform to read oh right away in the first hour people are liking commenting on this they're just automatically gonna show it to more people right
Matthew Januszek 52:20
what have you seen it's been it works in terms of style of video posts because yours are very intense entertaining you know even if you're not interested in what you're talking about their the way they're edited and the pace and you're doing little skits and stuff but
Shay Rowbottom 52:33
i don't i don't like people to lie.