LinkedIn Video Marketing: Repurpose, Connect, and Convert Tips with Alicia Henderson

You can find Catherine B. Roy at:
LinkedIn: https://www.linkedin.com/in/catherinebroy/

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#VideoMarketingStrategy
#LinkedInVideoTips

Catherine B. Roy Podcast Transcription

[00:00:00] Kris Ward: Hey, everyone. Welcome to another episode of Win The Hour, Win The Day, and I am your host, Kris Ward. And today in the house, we have Catherine B. Roy. She is known as the LinkedIn Wonder Woman, but she is so much more than that. She covers business coaching on, and she does it with a depth of knowledge, a wisdom, and a real vibrancy to her.

[00:00:20] We’ve had her on the show before. She’s definitely worth having back. Welcome to the show again, Catherine.

[00:00:26] Catherine B. Roy: Thanks so much for having me, Kris.

[00:00:28] Kris Ward: It’s always a pleasure to co create with you. You know what? I look for any excuse to connect with you, but today we got exceptionally lucky because you just got hot off the press, you just got back from having a call with LinkedIn. So why don’t you start and tell me what that looked like?

[00:00:45] Catherine B. Roy: It was amazing. I was really surprised, very positively surprised. First, I had a call with, one of the guys from their team. And we talked about my business and what would I like to achieve?

[00:00:57] And then I told them what I have already achieved organically. So he suggested, why wouldn’t you talk with someone from the marketing team and actually try some kind of, paid advertising campaign or something like that? Of course, I understand that’s a sales part of their business also, right?

[00:01:14] But I said, yeah, why not? So it ended up, what’s new with LinkedIn is that LinkedIn will give you a specialist, a media buyer who knows like every single detail about the platform. If you would like to run any kind of paid ads campaign. So I have experience on Meta. I did it with my coach. I did it with an agency.

[00:01:40] I did it by myself. And I have to say, although the daily budget on Meta is a little bit lower, maybe even a lot lower, when you calculate everything, the fact that most of these people are not your target audience, the fact that if you want to hire an agency, it’s 1. 5 to 5k a month. So it’s impossible to grow on Meta with a lower budget.

[00:02:04] On LinkedIn, on the other side, minimum is like 100, 150 a day, so which is much, much higher. But if you calculate the fact that they will give you a one on one on call support and they will actually build a campaign and scale the campaign for you. So it’s not an agency, which is doing that.

[00:02:27] And you actually don’t know if they know what they’re doing. It’s an in house person who really knows what they’re doing everything that’s going on over there. So that’s what that was completely new for me.

[00:02:39] Kris Ward: Let me jump in there. You bring up some really good points. Hold on one second. That’s really powerful because first of all, you do have to find an agency.

[00:02:45] There’s lots of agencies out there and you don’t know, how do you know? It’s like when you sign something off to your accountant and she makes you sign your taxes. I don’t know what you did. So you have an agency. It’s very intricate when you’re doing ads. So you have an agency, you’re paying them and you don’t know if they’re any good at it.

[00:03:00] You just can’t. Okay. And then secondly, someone said to me once, it’s like Vegas. You better be prepared when you gamble to, when you give that money, you have to say goodbye to it and just assume like you, you can’t, you can’t be upset if you don’t get the return on your investment. It is still a gamble when you’re advertising, but also those agencies you mentioned that are expensive.

[00:03:18] They don’t, they’re not, you’re not going to pay one to 5, 000 a month for them to handle a 500 budget. It’s not only, does it not make sense business wise, but they don’t want to tinker around with those low results either. So on top of paying the agency to have an agency, you have to have a bigger budget.

[00:03:36] Catherine B. Roy: Yes.

[00:03:37] Kris Ward: Yeah. Okay.

[00:03:38] Catherine B. Roy: And I had an unpleasant experiences. So first when we agreed what we were going to do, they, they didn’t show up for the next two months. When we have had a meeting after these two months, they actually didn’t know what we need to do. Yeah. Seriously, the second agency was like we will do that, and the price is this and that, but we don’t know anything about LinkedIn, so we have to use this budget to test, right?

[00:04:05] Yeah. And the third agency, which I hired, ended up that I was paying April, they didn’t set up the campaign, May, they didn’t set up the campaign, I paid June, the campaign started at the end of the June. And of course, I already spent a lot from my budget, right? After I came back from vacation somewhere in August, I canceled the agency and I canceled the advertisement.

[00:04:28] And now when you rethink about that, there was a lot of investment, which you would actually put on LinkedIn, like completely into advertisement and not into service, which is yeah, that for you and

[00:04:41] Kris Ward: lost time to you spent that money, but you lost that time that you could have been advertising and bringing people.

[00:04:46] Okay, so the first question I have, though, and I know you don’t know the answer to this, we’re just having a discussion. If LinkedIn campaign, you’re dealing with people who know LinkedIn, which is powerful because the rest of us are just guessing and going. We think Facebook’s doing this and we heard a rumor and the sky’s always falling.

[00:05:03] So now we’ve got people in house on LinkedIn. So one hand you’re going to say they’re going to a have the inside scoop, B they’re going to be more motivated because it’s a LinkedIn revenue. So it’s really, they really care. But on the other hand, sometimes they get a little anxious when you’ve got what I would call corporations dealing with entrepreneurs.

[00:05:21] So it’s they’re a corporation and I’m an entrepreneur. Are they just falling? It’s like I don’t know if this is a bad example, but in my country, it’s like, if I was going to do mutual funds and investments, I don’t go to the bank because they just have a formula, whereas I go to an individual broker.

[00:05:37] So I don’t know what’s your perspective on the plus and minuses of dealing with it in house.

[00:05:42] Catherine B. Roy: I believe that, if they get salary, even if they’re successful or not then probably they will not put a lot of effort.

[00:05:50] Kris Ward: Yeah.

[00:05:50] Catherine B. Roy: But on the other side, this is more like B2B. So they can earn so much on us as an entrepreneurs, as much as they can earn from a big corporation they’re doing campaigns for.

[00:06:03] So what I’m seeing happening here is actually helping small businesses to increase their revenue so that the circulation on LinkedIn can come much higher, because big corporations, they’re like giants, they’re like whales, right? They have a budget, but if an entrepreneur goes into that, it has to be like much more effective.

[00:06:29] It has to be much faster. I see this as a very positive thing, especially because we went together to check everything behind the scenes. So when I saw targeting, and in my case, I can’t promote anything about LinkedIn on LinkedIn. That’s not allowed by terms of use. Okay. I could use that, but you can, because your service doesn’t have anything to do with it.

[00:06:52] I could promote coaching, for example, and people booking a call with me. So when you hire a lead generation agency to book calls for you, that’s minimum 4k a month. If you really want a serious agency, but now when you check, if you are investing 100, 150 a day, that’s similar budget.

[00:07:12] Okay. But you are directly targeting from that platform the most quality possible leads.

[00:07:19] Kris Ward: Okay. Do you know, let me jump in. If it’s 100, 150 a day, can you choose how many days? Can we say it’s three days a week, five, four weeks of the month? Or does it have to be all 31 days of the month?

[00:07:29] Catherine B. Roy: I think it has it’s, this is the day when it starts and this is the day when it ends.

[00:07:33] Oh, so it’s a running campaign. You’re not going to pick dates that you do.

[00:07:35] Kris Ward: Okay that was a silly question. But

[00:07:37] Catherine B. Roy: This is what they told me later, this is for higher tickets, like B2B tickets. If we want to drive traffic to our pages on websites where people will book a call These kinds of 100, 150 are, LinkedIn is creating a page for you where they will leave their connect address and phone number and things like that for you to use that.

[00:08:02] But If you want to drive that to your website and you will provide an option for booking a call, he said it would be like around 25 to 50 a day, which is like much more affordable. And now thinking who is actually using LinkedIn, people are not there to have fun. People are not there to do, any kind of things except business or personal growth mostly.

[00:08:27] Yeah. Even in that case, if we’re just driving traffic to a specific landing page. Yeah. That’s a good deal. Better quality people are going to see that.

[00:08:37] Kris Ward: That’s true. Oh, I, you know what, we’re skipping over the most important. You’re right. It’s not only that they’re going to be more effective because it’s in house and they know the system, but we know, whether you love Facebook or you’re on Facebook or whether you have great success on Facebook, we do know there is a cross section on Facebook where it is much more focused on LinkedIn. That’s a good, really good point.

[00:08:58] It’s an obvious point, but it’s a point I forgot.

[00:09:01] Catherine B. Roy: But when we talk about targeting, I told them, you have an industry which you want to target, you have a specific companies which you want to target, you have a specific professional place in the company, which you want to target.

[00:09:13] I told them there are a few things missing here because what’s the most effective on Meta is target the people who see my video, target the people who are connecting with me, target with people who are like following me and they still don’t have that options. So he was pretty much surprised about that.

[00:09:33] Kris Ward: Okay.

[00:09:34] Catherine B. Roy: Like they didn’t even see that as a potential. And for example, you can export your email address and they will match that with the profiles on LinkedIn. They will create lookalike audience and the same like on Meta. But you have a newsletter on LinkedIn. And for example, I have 6. 2 thousand people subscribe to my newsletter.

[00:09:53] And then they have an option, target people who subscribed on my news and I need that. And I also need people who are connected directly with me. So I think it’s going to be added very soon. Like he saw…

[00:10:07] Kris Ward: they will, after they talk to you, they’ll be like, Oh, that is a really good point. And I do appreciate the fact that you’re not just saying it’s all good here.

[00:10:15] They’re doing something. It’s great, but there’s some work to be done. There’s a lot of work to be done. Okay, so you brought up something else that was interesting to me. When you said you can’t, they won’t let you run ads to promote LinkedIn on LinkedIn, which I think is really interesting because you would think that they would let you do that because it would be self serving.

[00:10:34] Catherine B. Roy: Yes, but they can’t guarantee that the service that is provided from all of us, LinkedIn trainer is.

[00:10:40] Kris Ward: Oh, okay. So it’s not that they’re noble and they’ve got, morals. It’s, they don’t know the quality of these people who are

[00:10:47] Catherine B. Roy: it would end up that LinkedIn endorsed us. Which is actually not the case.

[00:10:52] But you can’t promote anything around Facebook on Facebook either. Yeah. You can promote anything about, you can start, but it’s going to be banned eventually.

[00:11:03] Kris Ward: Oh, okay. Interesting. Interesting. I clearly I’m not an ads person, but me either. It’s something we all, it’s on the horizon at some point, but that’s all really interesting points.

[00:11:14] Okay. So we looking at the holes in the targeting, right now, another thing that you said that you discussed with them is to hold the push on video. And so you think they’re now going to be having a like a, like Instagram, like a whole video section.

[00:11:32] Catherine B. Roy: They already have it. I was invited in the better circle.

[00:11:38] So if we record video in the format, like Shorts on YouTube Instagram.

[00:11:44] Kris Ward: Yeah.

[00:11:45] Catherine B. Roy: It’s I think every iPhone app already has it. Okay. There is an option to watch on the videos.

[00:11:52] Kris Ward: Oh,

[00:11:53] Catherine B. Roy: they will extract the video material to keep more engagement because for example, Tik Tok is all about videos.

[00:11:59] People are staying because they’re watching videos. But if you want to watch videos on LinkedIn, you have to go on the specific page and to search for a video and it was complicated. So now it’s extracted and it’s going to be like a special section for videos. We’re going to post it like we did until now, but they’re going to pick up, the videos and put it in a special section, which is going to increase visibility of the video material much.

[00:12:25] Kris Ward: It’s very interesting I’m not I’m always like if you asked me to pull me into a lot of these rooms where they make decisions I would have thought how is Airbnb and ever working at people in your house and you’re gonna be on vacation like that doesn’t make sense to me, right? so So, when I say these things, when it comes to social media, that’s for sure another area that I don’t have great vision on.

[00:12:46] Because I would always, I would be thinking, yeah, okay, TikTok and Instagram has videos, but they’re short, they’re funny, whatever. And LinkedIn is more about education and they’re longer, do I, I personally would find a video scroll on LinkedIn overwhelming because it’d be all these things I should be doing for my business.

[00:13:03] It’s where. I’m looking at recipes are getting a laugh on the other platforms. So I’ll be interested to see how the video takes off or doesn’t take off on LinkedIn.

[00:13:12] Catherine B. Roy: Yeah, but I didn’t mention it is a short form. So okay. Okay. For long form videos, this is really like YouTube and short.

[00:13:20] Kris Ward: Oh, that’s true.

[00:13:22] Catherine B. Roy: So one minute and then practically in a very short time you can get tips from but not all video creators are going to be featured at least in this first phase, only those who have high visibility and then they will extend that to to like wider audience. Just the fact is that you can choose If you want to click there and watch videos or not while on Instagram on TikTok, you are overwhelmed with that, whether you want it or not. This is going to be like a choice of the public.

[00:13:54] Kris Ward: It’s always just so exciting to me to have your brilliance here and people like you, because I just look at things in big clumps going that doesn’t make sense. How’s these videos going to work? And you’re like it works on YouTube shorts.

[00:14:04] And they’re going to be. And then when you break it down in your interpretation of they say this. But this means that, then it’s ah, that makes sense. That’s why you do what you do. And I do what I do because I don’t see any of the details that you see. Okay. Fantastic. All right. Now we’re in this world of AI.

[00:14:21] Another thing that you said about on the call is they’re now canceling that top control. Com top contributor, contributors and things like that, that they, the badges they have going right now.

[00:14:32] Catherine B. Roy: Yeah, because, there will be a contribution platform and I think it’s very good because it’s again, creating backlinks with every contribution.

[00:14:42] Your name is on it, practically connected to that page and that page has a different link than your profile page. So every time someone engaged, that’s a ping for any kind of search engine. So it’s a good thing. But a lot of people misused it because they were just running questions through ChatGPT, getting answers they actually don’t know anything about.

[00:15:03] There was also one segment I believe I told you that when you set up the skills like keywords and you want to position yourself as a top public speaker, for example, as I was testing the platform and I was engaging only with the contribution of public speaking, while that is not my main occupation, I ended up being a top contributor.

[00:15:24] So I was one. The people telling LinkedIn this makes no sense and a lot of people are going to brag about things and being top contributors on LinkedIn while they’re actually not experts on the topic. LinkedIn wanted to clear the air and space and to try another way to really, Like a word, those who are really delivering value against on the quotation mark, those who are reusing AI to

[00:15:50] Kris Ward: Okay. So here’s my pet peeve with AI and LinkedIn. I, we want to, they want to have real information, all this stuff. We all want to make sure it’s real and it matters and it’s not all AI. Great. But when I do a connection, let’s say I connect with you now in the message, it’s not right away, it comes up an AI response from LinkedIn.

[00:16:11] This is something like whatever. I’m so glad we connected and they have an AI question. First of all, we’re all on LinkedIn. So if I did hit that, you’re going to know it’s AI because you have it on your LinkedIn. So what’s the point of that? Secondly, now I have to stop what I’m doing and delete that before I can leave my message.

[00:16:31] So it’s an extra step. So I find that if you’re ever speaking to them again, tell them, Kris said, that’s really annoying because it’s useless. Nobody’s going to take that seriously. If I hit that button, it’s such a vague, non warm, non networky sentence. And you already know where I got it from because it’s on your phone and now I have to delete it. So what the heck is the point of that?

[00:16:54] Catherine B. Roy: Yeah, I’m more disturbed with happy birthday messages, to be honest.

[00:16:58] Kris Ward: Yeah.

[00:16:59] Catherine B. Roy: But it’s still over there. Microsoft owns, not owns, but maybe owns, yeah. But they are involved in OpenAI development. Elon Musk left OpenAI, and of course Bill Gates didn’t. And a big part of Microsoft is actually AI.

[00:17:21] I actually saw an interview with the Google AI guy who who resigned because AI got out of its way and now like very deep learning is becoming more aware than human being and human brain. Which is not so good thing, right? And I was listening to his interview why he resigned and that didn’t feel comfortable at all.

[00:17:45] I will be honest for now when we talk about these things like AI and LinkedIn connection I think and this was my prediction with Tinkers360 back in 2020, I think. And it came true now. AI is picking up every single detail from all of our LinkedIn profile and match them. Like on Tinder, you get a person who has similar interests with you.

[00:18:14] Now it’s going to be a connection or a map between a company who is offering a job and a professional who is an expert in that field. And even if the professional didn’t apply for the job HR recruiters are going to be pinged about a talent they are searching because there is a special platform on LinkedIn, which is called a talent recruitment platform.

[00:18:38] Kris Ward: Okay. Yeah.

[00:18:39] Catherine B. Roy: So recruiters are leaving information of what they’re looking for, right? And then AI is picking up everything that we left on the profile and then connecting us. Now, this is already working. What I believe is going to be extended is searching client business based option. So practically you are leaving the services you are capable of delivering and it’s already there.

[00:19:06] We are already adding like what we can deliver in the services section. And then someone is looking for a service, they now have an option to post that they’re looking for their service and then LinkedIn matches that and they tell them, Hey, Kris is delivering that service. You should talk to her or Hey he is looking for someone like you.

[00:19:27] So it’s going to be a match, not only between companies and potential employees, but between us who are coaches, consultants, entrepreneurs. And I think that’s going to be like very good thing. Now, when you apply to the job,

[00:19:43] Kris Ward: let me jump in for a sec. Okay. So We’re we do that a lot already in a way that if I go on Google and I’m searching for whatever bed sheets, then all of a sudden tomorrow I start seeing ads from Amazon, different things like that.

[00:19:55] Cause I Google, yeah, it’s different. So we have some understanding of that. And we see things like in meta, if we key stuff, or we put up that, “Hey, in our profile, we’re getting engaged and we start getting those kinds of advertisement. But now what you’re saying is it’s going to go deeper in just the conversations may be a post I put on today, maybe something in my profile.” Yesterday somebody was posting about how they were even talking to their therapists that they’re burnt out from work all the time. They realize, Hey, it’s not even the work. I’m just always think I have to be productive or help people.

[00:20:26] And she’s doing this whole thing based on my topic. I chimed in. So what you’re saying though, is now that post. might somehow then connect her to my profile because I could help her with burnout and get her time back and stuff like that, that they’re going a little bit deeper than just the typical ad stuff.

[00:20:43] Catherine B. Roy: Yeah. This is not ads at all. This is practically trying to connect. Because when something happens on LinkedIn, if business happens or job result happens or things like that, people are trusting the platform more and more people are going into premium. I believe that these options are going to be premium options.

[00:21:00] Kris Ward: Yeah.

[00:21:01] Catherine B. Roy: Like talent recruitment is a premium option. So LinkedIn is earning money practically on this. And when you apply for a job now, before you do that, you and it doesn’t have to be only a job. It can be like, offering some kind of service or like a license to do a specific business.

[00:21:24] It gives you like AI helper how well I’m suited for this job or how well I’m suited for this position. And it gives you like You need these and these skills. This is not covered. You are not suitable for this job or you are suitable 98%. You should apply. Other candidates don’t have these specifications like you and it gives it to you, but it gives it to recruiter also.

[00:21:48] Kris Ward: Back to that whole dating website thing. I think too you brought up another, of course, really good point is I do hear, to me, it’s more often a given that you are paying for the premium LinkedIn where once upon a time, very few people paid for that. Now, to me, I assume most people I’m talking about to are paying for that extra premium and compared certainly to the other platforms where we’re not paying.

[00:22:09] But also I think, if you haven’t been lucky enough to listen to the first show with Catherine, I just want to touch on really quickly here. We know you’re smart, we know you’re the LinkedIn Wonder Woman, we know you’re an amazing business coach, but also your background is in the whole, I don’t even, what do you officially call it?

[00:22:27] Like engineering, software, what’s your official title? Software development, programming. Yeah. Software development. I don’t even know the word. That’s how not smart I am on that topic. Software development. And so you’re really coming at this, with a much deeper what you’re spoon feeding me as far as information is not just you saying, Hey, LinkedIn said this, you’re coming at it through the lens of somebody that really, truly under understands the depth of software development.

[00:22:53] So I just want to add that piece here.

[00:22:55] Catherine B. Roy: Thank you. Thank you so much. But it truly is because other platforms are not so complex.

[00:23:01] Kris Ward: Yeah.

[00:23:02] Catherine B. Roy: Not so simple to understand this one because there are a lot of like layers to this platform, but also as we mentioned before in the previous interview, we never leave so much information about ourself as on LinkedIn.

[00:23:17] And if we talk about data manipulation, under quotation marks, that doesn’t have to be a bad thing, LinkedIn has the most quality data and it can manipulate it however they want. Because, and if they want the platform to succeed, they will do their best to match you with your potential clients.

[00:23:37] And they will do the best to match the company with the future employees they’re searching for because then people will stay there.

[00:23:45] And during the time, they will cut off little pieces from the free profiles, giving in that to premium, which is already happening. Because with premium, you don’t have like an option to limitation to the search engine.

[00:23:58] You don’t have a limitation to adding people. Now they were adding some kind of I don’t know, six months free on Audible Microsoft 360 workspace free for a year and things like that. It’s still not huge difference between, yeah. Free and premium.

[00:24:16] Kris Ward: Yeah.

[00:24:16] Catherine B. Roy: The more they grow, it’s going to be, it’s going to be.

[00:24:21] Kris Ward: Okay. Okay.

[00:24:21] Catherine B. Roy: They’re going to bring in new tools for those who are paying and this is how they become like how they practically earn money. And I don’t think that they will forever give us a chance to have in house marketing expert. We need to make it work.

[00:24:37] Kris Ward: Yeah, and another thing I don’t like is, I don’t know if they stop it, but to be verified, they want you to submit your driver’s license. I’m like, that is just too much information. Hello.

[00:24:47] Catherine B. Roy: I didn’t do that.

[00:24:48] Kris Ward: No, I didn’t either. I go with the paid premium. And I believe that’s enough if I’m with you. You do not need now my passport, how much I weigh, let’s just put a line in the sand here people. Oh my gosh. Catherine, it’s no secret. I could talk to you all day long.

[00:25:05] In fact, I just reached out to her.

[00:25:07] Catherine B. Roy: It’s just about LinkedIn.

[00:25:08] Kris Ward: It’s just about LinkedIn. Everything. I really could. I know. She’s so smart. And I reached out to her. I’m like, Hey, Catherine, please come back on the show. You can talk about whatever you want. So it’s just about LinkedIn. Anyhow, listen, you have got to check her out on LinkedIn.

[00:25:21] She is there’s just so much depth of knowledge there. Just reach out to her, tell her you heard her on this amazing show. You just, if you’re in her feed, you will always learn something. I could just do a whole nother show. I’m praising Catherine. Catherine, is there anything final words you want to say? I’ll let you talk about you because I could go on about you all day long.

[00:25:39] Catherine B. Roy: Nothing much, actually.

[00:25:41] I’m always glad to see you. I’m always glad to co create with you, and anytime I would like to be back again, so I would like to invite you to be back on my show also.

[00:25:51] Kris Ward: Oh, I’d love that.

[00:25:53] Catherine B. Roy: Because I believe when we work together and when we collaborate, a lot of beautiful things happen.

[00:25:57] Can happen. I will also create something brand new because my LinkedIn Excel later was created a year and a half ago and there are a lot of new things on LinkedIn, so I’m now creating a special Black Friday thing with accelerator, but very soon it’s going to be a completely new one because things changed big time.

[00:26:21] Kris Ward: Got you. Okay. Please share this show with somebody else. Business buddy, do not let them suffer on their own. There’s a huge amount of content here. They need to know what’s going on because you just cannot be LinkedIn. So make sure you share it. Catherine, we’re thrilled to have you everyone else. We will see you in the next episode.