LinkedIn Video for B2B Marketing. Guest Olivia Solomons

LinkedIn Video for B2B Marketing. Guest: Olivia Solomons

Episode Overview

Turn your employees into video champions with this episode’s guest Olivia Solomons. On LinkedIn we have many types of video formats available – Profile videos, video posts, LinkedIn Live – short or long form. Learn how to create video content with confidence.

Host Michelle J Raymond asks –

  • What format types of videos work best on LinkedIn?
  • What equipment do I need for video content on LinkedIn?
  • How can I get my employees over the fear of making video?
  • What topics should I cover for my LinkedIn business videos?
  • Can I use the content I make on other platforms and vice versa?

Olivia is a video and presenting skills coach who works with companies to empower employees to create authentic and powerful employer branded videos with confidence.

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Good for Business Show Full Transcript

Michelle J Raymond: [00:00:00] Hello, and a global greetings to everybody. Welcome to the Good for Business Show. I am your host, Michelle J Raymond, and I am joined by the wonderful Olivia Solomons, or should I call you Liv?

Olivia Solomons: Call me Liv. Yeah, most people call me Liv but whatever works.

Michelle J Raymond: I’m really excited to have this conversation because when I was sending out invites for people to come and join the Live and I spoke about, a lot of the work that you do is about giving people confidence on video.

And I think that just really resonated, cause I think that’s what gets in the way. But for people that haven’t met you before Liv, can you tell us a little bit about who you are, what you do and how you help people?

Olivia Solomons: Absolutely. Liv and recently some of my clients have been calling me the Queen of Video, which I quite like. I have a business called Glow and essentially I work with teams and organisations. We want to transform the screen culture, at their workplace. And I look to work with their leaders and their employees to transform them into video [00:01:00] champions so that they become these video ambassadors for that brand.

Essentially, I’m an obstacle remover really, that’s what I’m doing with businesses. I don’t only work with teams and large organisations, even though that has been a lot of the journey in the last six or twelve months. I do work with entrepreneurs and individuals as well, but I find whoever it is, whether there’s a big group or a small group or one person it’s about removing the obstacle, whether it’s, I just don’t know how to set up a shot. I have no idea about lighting. I have no idea what to say or if it’s that good, old little confidence issue that many of us are faced with when we have a camera stuck in front of our face.

So yeah, that’s what I do. I really champion video and it’s been such a joy to bring this to so many teams and organisations. And on top of that, I’m also an Actor, presenter, and I do a bit of [00:02:00] MC’ing as well, which is how my business came about as well, because I have that as my profession and it’s something that I’ve been doing for over 20 years. And then on top of that, I’ve been working in and around the corporate and then startup space.

With so many people that work in personal branding, employer branding, recruitment, talent, all that kind of thing. So I married them together a couple of years ago and here we are.

Michelle J Raymond: Here we are. I went back not so long ago and found my very first video and I need to tell you that it’s not particularly great.

I’m sure there are worse, but it was one of those. Where do I look? The reason I started is I’d signed up to do a digital marketing course that required me to do a five minute presentation. Now I had to record that on video. I had a meltdown. I was like, there is no way I can talk for five minutes.

Now I can see pretty much everyone that’s listening into this is gonna be like “Michelle, you [00:03:00] can’t talk for five minutes on a video? Not really sure that’s the truth.” And hand on heart, I’m telling everybody that is exactly why I started on LinkedIn lives, probably close to 18 months ago now 12, 18 months.

And it was to practice ready for that five minute video. Fast forward, I now have this weekly show. I can talk by myself for half an hour. I can have guests and it’s been amazing, but I want people to understand that first video had just as much fear as the next person.

So let’s jump into this one because I know that you’re gonna give lots of great practical tips on how people can have this confidence, but let’s start with LinkedIn.

What are the kinds of videos that you see that work best on LinkedIn at the moment?

Olivia Solomons: So right now, this kind of video is working really well. And it’s so engaging also because you can do the interviewing or you can, manage your own show. And also for those people who are really serious about video creation and their [00:04:00] content, you can then use this for so many other pieces of content.

It can become a blog. It can become a shorter video, so this is gold. This is something that I personally will be doing as well. So LinkedIn lives honestly, and I think you’re a fantastic blueprint and a fantastic sort of best practice in the way that you can create your video content and then reuse it and repurpose it.

But this one, for sure. Also with LinkedIn, your profile video, that’s a really easy one. Maybe it’s not easy if you haven’t done video, but in terms of starting off, it’s a 30 second video snap, and that is something that you can practice at home or at work. And it’s not just going to help your LinkedIn profile, but it’s also gonna help you say what you do to the point. So it’s a great practice for lots of different things, but also [00:05:00] so that when anyone comes onto your page, they can really start to feel like they’re getting to know you.

So there’s that. And then of course you can upload videos. You can post short videos as well. When we talk about LinkedIn and what goes well on LinkedIn, I see marketing and LinkedIn as a playground and it’s experimentation and you have to be willing to experiment and you have to be willing to see what works for you and your brand.

Some people will get really focused on the algorithm or really focused on that dopamine hit of who’s watching and how many impressions and how many likes and how many comments. And of course you, and I know, and lots of people watching this know that sometimes you post some content and it doesn’t get much reach. But then you get a direct message and you get business or you get a beautiful new relationship out of it.

So you have to be willing to experiment, but definitely your LinkedIn profile video, if you haven’t [00:06:00] tried it, if you’re thinking of LinkedIn Lives, I would say, go for it. This is the year to dive in and do that.

And if you are starting out with video, then, record videos of yourself, you might wanna talk about your contribution, you might wanna do a chat with a colleague to take the pressure off. You could do a buddy up, or you could interview each other. You could do a fireside chat. You could talk about your values. You could talk about an event that’s coming up.

I’m really good at brainstorming content, ideas and series. So if anyone is stuck or gets dry with that, just reach out because it’s endless, it really is what you can talk about on video, but obviously in line with your brand in line with your purpose and with your audience front of mind. So yeah, that’s where I sit.

Michelle J Raymond: I like what you said about experimenting, so I love LinkedIn Live because nobody expects it to be perfect, which is probably not what a lot of people assume. So I love that I can show up. I don’t [00:07:00] know what’s gonna happen. The doorbell might ring, the dog might go off. I love what you said about experimenting and being okay. Because realistically, most of our content has such a short shelf life. So for me, that was the biggest lesson being okay, that what I created was actually going to just improve with time. And what I’ve found is that the more that I practice, the better I got, but if I didn’t do that first one, and I’ve had failures, I’ve done LinkedIn Lives where I forgot to press the start button twice, which meant I was talking for 10 minutes with a guest and then realised the whole audience is waiting and you have to get back on and, just get back out there.

Olivia Solomons: But the lessons are in the action, it’s in the action you take that you learn so much and it is in the practice because it’s funny with video because we see so much of it.

So we do put this pressure on ourself to get it right as if there’s a right way of doing it. [00:08:00] But you don’t put that same pressure on yourself if you are about to play cricket for the first time. You’re not going out onto a field and thinking I’m gonna hit a six. You’re not thinking that at all. You’re thinking I’ll just try my best and hopefully the ball will even make contact with the bat and hopefully I might get a run today and we need to bring that same mentality to video because it is a new skill. And because it’s different, it is difficult for some people just by the mere fact that it’s different.

Michelle J Raymond: Yeah. And what I find, especially with the profile video, you can change it. You’re not stuck with these things. They’re not set in stone. If you want to go and change it. I change mine from time to time for various different reasons.

It could be that I wanna promote something different about my business. It could be that I just wanna have some fun. My one right now is just a bit of fun that someone else made me the video and I love it. And it makes me smile and I hope it makes other people smile. So when we are looking at this Liv, you say you are all about removing obstacles.

Now, the [00:09:00] number one thing that people come to me that they make it, ‘the thing’ about why they can’t do video is equipment. So tell me, do I need fancy equipment? What do you recommend that I need to get started? Is this just an excuse? I’m gonna put it out there.

Olivia Solomons: I would say yes it is. And I know that can seem harsh, but if you have a computer or a phone, you can create a video. And I don’t mean you have to post it. You don’t have to publish it. You don’t have to send it. You don’t even have to upload it, but you can start filming and practicing and creating videos if you have a computer or a phone. I like to talk about, the starter set and then the shooter set and the starter set is for people who are starting out. Use what you’ve got, film in the environments that you have and take that action. So you’re gonna use your computer. You’re [00:10:00] gonna open up Zoom and you can record through Zoom. You might have a webcam or you might just use the camera that is inbuilt in your computer. If you’ve got a smartphone, use a smartphone, inevitably those cameras are usually much better quality.

If you can, record on your smartphone. Some people might have a microphone that they can Jack in, but really you don’t even need a tripod. If you’ve got sticky tape or Blu Tack, you can stick your phone to a wall or to a mirror or to a window. The purpose of a tripod is so that we can be hands free so that we can use our body and use all of this beautiful nonverbal, languaging, and communication.

And the other reason why we use it is so we can be at eye level because we’re talking to someone, we’re talking through our screens and forming that connection. So you don’t even need a fancy Tripod but if you are doing more and more videos and you wanna up your game, I say, okay, now we’re getting to a shooter set.

And that’s where you might wanna invest in some soft [00:11:00] box lighting. You might wanna invest in a good ring light. You might wanna get a lapel mic or some sort of USB microphone. You might wanna start to experiment with where you film because you start to grow more confident, so now you might walk and talk or you might try it outside, but in terms of equipment use what you’ve got. And what you’ve got right now is enough to start. And as you improve and practice, and if you decide, yes, I wanna start batch recording and I wanna do more videos or long form videos or short form videos, then you can start to invest in those pieces over time that will make your life probably a little bit easier.

And the quality of your video is a little bit better, but people these days, aren’t that fussed on quality not in terms of the fast turnaround videos, like your profile videos on LinkedIn and what we upload to stories. We like the raw, we like the real, so the human and the message is more important than the fancy equipment, [00:12:00] so long as we can hear you and we can see you, those things are happening then use what you’ve got.

Michelle J Raymond: So for people that wanna know for my setup, I use a $20 ring light. Maybe it was 15, but no more than $20. It served me fine for a long period of time. My microphone was around a hundred dollars at the time and I love it. You do not need these fancy headphones. They just happen to be, cause my other one’s broke and I’m doing a lot of stuff, but realistically my setup I bought an external webcam just to help with some light, but ultimately, my setup hasn’t really changed from the beginning.

You might have a fancy window that’s got lots of natural light. I don’t have that, unfortunately, so that’s why the ring light comes in handy, but realistically equipment is not the thing that stopped me in the beginning.

I liked your idea of watching back recordings. I do that religiously and there were little things that I picked up that I didn’t realise that I did all of the time. So when [00:13:00] I first started, I would rock back and forward and it was just the energy. It was the nervousness and it was off putting when I watched it back. So now I practice and I don’t always do it, sometimes I get a bit excited. But from that perspective, I think watching back has so many benefits to do that.

Olivia Solomons: When you watch it back too, you actually get to see what’s in the frame, because sometimes when you’re focused on, the message and that connection with your audience, if you haven’t really checked your frame, sometimes it’s not until the playback that you realise, oh, your pyjamas are in shot or something like that, so it is important to, to play it back because then you learn each time.

I use the 1% rule. If you can just improve your framing by 1%, your message by 1%, your confidence by 1%, your audio quality by 1%, if you can just keep improving all these video aspects by 1% at the end of one video or at the end of 20 videos, you’re gonna see a massive improvement because you’ve [00:14:00] just tried to improve these elements of video by just a really small fraction.

Michelle J Raymond: Absolutely. So for those of you who have been using equipment as the reason, the tech, crossed off we’ve handled that you don’t really need it. It’s not gonna stop you. 99.99% of this population has a smartphone, that is all you need, it will get you out of trouble.

So let’s move on to the next one, possibly the biggest one Liv and I don’t know how you get past this one. Tell me if I’ve got employees or maybe I’m a solo entrepreneur with a small business. How do I get people over the fear of making video? That’s gotta be the number one thing.

Olivia Solomons: Yeah. So fear is for some of us always going to be there. And even if it’s not for video, it will show up in other areas of our life. So it’s also accepting that’s just really human and to have self-compassion initially, because you are doing something new, you are out of your comfort [00:15:00] zone.

And when fear comes in, it’s the feedback. It’s our body trying to be a guardian to us really, and protect us. That’s what’s going on. So it’s having that self-compassion initially and saying, thank you for protecting me. But there is no tiger in the room right now. I know that from taking action, I will learn and the answers that I need to find will be in the actions that I take.

There’s lots of practical things you can do for fear and for confidence, but really initially just like practicing self-compassion because so many people have an inner critic or an imposter or a bully. I call it the bad neighbourhood.

I always am helping my clients to get out of the bad neighbourhood. And I’m pointing at my head because these are all the voices in our life that we’ve taken on as our own. It’s conditioning. It’s life. It’s things that we’ve been through in our past that we’re bringing into this [00:16:00] current moment that no longer have a place because it’s not serving us in this current moment.

So for some people that voice will be I’m too much, or I’m not good enough. People are gonna judge me. These are schoolyard voices, when you are being picked on. So it’s really, fragile and if you can lean into that, start to lean into that vulnerability, it’s only gonna make you more human and more real.

So squashing it to the side, trying to talk over it like it’s not there, that’s what we want to avoid because if we try to squash it down, we’re gonna have like, masks as well. We have these masks that we put on that have helped us in our life, but that’s gonna impact the authenticity.

Recently for me, when I’m working with a lot of my clients, it does come back to mindset as well. So I come back to that, We will do exercises, we will do physical exercises to shift the fear as well. But the reason why I wanna talk about mindset just quickly is because when you [00:17:00] are clear about what you’re doing in your business as a business owner or maybe you’re working in a team for a large organisation, but when you are really clear about your goals and how you’re impacting people and what your message is to the world or what you are being in service for, then you’re going to start to operate in a heart space, an expansive space, a place where you’re going to want to share and want to be there because your focus is on the other person.

Your focus is on your objective. Your focus is on the impact, you can create but if we’re in this space of fear. Then it’s often the anxious feelings, the nervousness and these things. And that’s when we know we’re in the bad neighborhood and we’re just hanging out internally and we probably haven’t got our mindset quite right yet, because that goal, that vision isn’t clear enough or isn’t big enough, or isn’t important enough.

When these things are bubbling [00:18:00] up for us, it’s go back to the drawing board. Why are you doing this in the first place? Who is it that you’re trying to help, that you want to help? Because if there is a problem that you’re solving, they wanna hear from you, if you can make their life easier, they wanna hear from you. So absolutely. If you can make that.

Bigger and make that shift. It’s going to make this process a heck of a lot easier too.

Michelle J Raymond: Funny that you ended on that because it was what I was thinking. If I look back to my beginning videos, I was worried. My voice is too girly. My skin, I don’t wear makeup. What if I don’t speak properly? What if someone doesn’t like my Australian accent, because I work globally, and I could rattle off a list. What if I don’t look a certain way? There was a lot of what ifs and that’s how I judged them in the beginning. Yeah. The trigger for me to swap and get out of that is I look into that camera and I think who is it that I wanna help today? That’s what I’m talking to. When I worry about them, I stop listening to me.

That is the [00:19:00] huge shift. I even saw someone said, put a post-it note of your favorite customer and stick it right next to the camera. Yes. Then what you can do is actually speak to them and it was just such a little trick that I was like, yes. Yeah. If I think about my favorite customers or who I wanna help, I don’t think about what I look like. I don’t think about what I sound like. I think about the difference I’ll make. That’s just something that has been so huge in my personal journey, from A to B and I still in my head I have places I wanna get to with my lives and where I see these things going, but like you said, it’s just get better the next time, get better the next time, get better the next time.

Olivia Solomons: The 1% and yeah, and then having something greater than yourself. To focus on for sure. And I love that as well. The, put the posted note or put a photo. I’m always telling my clients when you are speaking to the camera, imagine there’s a real person there because there is someone on the other side who does feel like you are speaking to them. So if you can be more yourself, [00:20:00] More real. That’s gonna improve that connection as opposed to, if you are caught up in your bad neighborhood, they’re actually only gonna get 10% of you, 20% of you, maybe 50% of you, but they’re not gonna get all of you. So that tangible experiences is being impacted. And absolutely this is the 3d sensorial experience.

We really wanna be present and connected in it so that we maximize this opportunity.

Michelle J Raymond: So if I’m making videos for my business on LinkedIn, are there particular kinds that you think work really well?

Olivia Solomons: This really comes down to, you know, branding. And it comes down to where you’re willing to experiment as well. And of course it comes down to your audience and who you’re speaking to and what you’re trying to solve for them. But honestly the best videos are the ones where you’re having fun. The ones that you’re really enjoying yourself and enjoying that conversation.

So I always say Do what turns you on, like in, in a joyful way, if it makes you feel [00:21:00] like, Ooh, that’s fun. That’s interesting. Oh yeah. That’s I actually wanna go out and do that, then that’s gonna be something that you are already connected to, and that resonance is going to be there because you’re not convincing yourself that you need to do it.

So really looking at your brand and you’re gonna hone into that strategy and think depending on what your service is or your product is, you’re going to brainstorm a whole bunch of ideas of the ways you could talk about that. The things you do wanna highlight. People love free content and that’s one of the best ways they can get to know you before they engage with you and buy your services.

Offering free tips, free strategies, offering a lesson, telling people what your opinion is and what your values are, so that we just get to layer by layer, get to know you more and understand exactly what it is you do. So that by the time we do come to you and say,” Hey, I’d like to work with you.” There’s no surprises. We know exactly what we’ve signed up [00:22:00] for, because we’ve heard it from you. We’ve seen it in your videos and there’s no mistaking what it is that you do and what you’re here for.

Michelle J Raymond: I think there’s anything from, it could be a thirty second to two minute video and they’re really successful as far as normal everyday content. I would encourage people if you’ve got a frequently asked question that people are always coming to you, how do I do this? What about that? What do you think? Listen to what you’re being asked and then make content that speaks to that.

That would be my number one tip for that space. It could also be that you are super technical and you can talk for an hour on whatever your particular topic is. A subject matter expert. That other people would love to hear that knowledge. Now you’ve gotta think, right audience, right content and what makes you feel good?

The reason I would say, do what makes you feel good is because it means you’ll do it more consistently over a long period of time. If you try and force yourself and I’ve got people going, oh, get on TikTok, you should be this. You should be [00:23:00] that. And all they picture is I’ve gotta do dumb dancers and it’s never gonna happen.

Olivia Solomons: The consistency part is so key, so when people are thinking about videos and they set themselves a goal, I always say, put a number in there, put a number. Are you doing one video a week? Are you doing one long form video a month? What is it? Because this is, it’s a discipline and it’s a practice and we can’t wait to be motivated. We need to be disciplined so that the consistency of showing up is this. Absolutely put a number in the goal as well.

Michelle J Raymond: Love it. Now, content that I make potentially on Instagram reels or YouTube shorts or TikToks or all these other places that we can now make short videos, or maybe even longer ones on YouTube.

Do you encourage people to reuse them, bring them over to LinkedIn and vice versa. What’s your theory on this one?

Olivia Solomons: I do. I’m a bit of a perfectionist at times. So I do look into the dimensions of stuff. You really, you wanna [00:24:00] maximize the visual and the audio always. So sometimes I do see videos on other platforms and when it’s not in that dimension and I’m needing to look in a bit more because it’s vertical, and horizontal I’m not saying don’t do it. I actually have done it. I experiment all the time and I continue to experiment all the time. I try it out and if it’s a video that I’ve done and I think I really wanna share that to my LinkedIn audience, or I really wanna share it over here on

Instagram or I really wanna put it in a newsletter, even if it’s not the correct format. If I really don’t have time to redo it, then yes, I will repurpose it. And I think, especially we should be repurposing and finding our own systems. So if you’re going to do a YouTube video, a five, 10 minute, half an hour video, you should have in mind, how am I then going to create short videos out of that?

Like today we’re going through a set of questions. After today we could break this down into the questions that you’ve asked, so they can become one video each, each [00:25:00] of those videos could become one blog or one newsletter. Absolutely you can bring videos over from each platform, but you’ve gotta come back to your own.

Barometer it’s back to am. Am I proud of that? Am I happy with what I’m putting out there? Yeah. Look at what’s what the feedback is, but did it bring me joy? And I do feel that if that trumps the dimension, because someone like me is a Virgo and a bit of a perfectionist, then you know what, there’s gonna be a lot of other people who aren’t.

as me who don’t care because they hang out on their, that those platforms too. And they’re used to seeing it. I don’t really say you just have to do it to Instagram or you just have to do it to that, but have an awareness of the dimensions and so we can maximize it, but yeah, absolutely.

You can vice versa on those platforms for.

Michelle J Raymond: There’s a comment that’s come through and I think it’s really important that we cover it today, Liv. What is the point where we’re too much ourselves, not enough of ourselves, how [00:26:00] do we make sure that what we’re presenting is on brands?

How do we juggle the concept of who I am as a brand. Versus who I am on video. Now I’m gonna just say for me personally, the more that you make those two things. Just the same. If you meet me offline, this is who I am. I’m not everybody’s cup of tea. There will be people that will not like me and that’s okay. I can’t please everybody but the people that come to this show that are now part of my community, they’re the ones that reach out and say, Michelle, I wanna work with you.

We don’t argue about prices. We don’t argue about my competency levels. We just talk about logistics. I’d love to know what your answer is to this one.

Olivia Solomons: Yeah, for me, I’m very similar. I always say we don’t wanna discrepancy between the person that we meet face to face or on the phone to the person that we see on video.

We don’t want that discrepancy because then we know that there’s been a sort of not a [00:27:00] lie, but the incongruence of it is confusing for some people. The thing with video though, is that if you embrace the play, if you embrace your brand, if you embrace all of your units, Then it’s your choice, how you get to show up.

There are a lot of YouTubers out there who wear big glasses and big earrings and they rock out all kinds of visual branding identities so that you can know straight off the bat. But these are just choices. That’s just a costume. You get to choose all of these things, but in terms of you and being authentic, the practice, the preparation, all of these things will over time, help you to feel more relaxed. When you can come from a more relaxed place. We’re not trying anymore. We’re not trying to prove that we are enough. We’re not trying to prove that we’re cool enough. And it [00:28:00] doesn’t matter if people don’t like us, when those narratives in the bad neighborhood is going off, these things start to come through our behavior. Our thoughts impact our behaviors.

So it’s getting a grip on that. It’s that self-compassion. It’s for some people it’s mindfulness. For some people it’s mindset. For some people it’s breathwork. For some people it’s warming up their voice and their body and really moving the stress, really moving the tension out of their nervous system, because it has no place here.

And it’s giving yourself the permission to just, just go for it! And if you’ve got your back and you’ve got a supportive community, you can set that up for yourself too. You can say I’m going, I’m doing my first LinkedIn live. Can you guys come and support me because it’s gonna help me feel more relaxed, but anyway that’s we wanna get to that place of relaxation, that place where in that rest and digest so that there’s no other behaviors and inner obstacles that are taking us out of this current moment where we can just sit there and connect with our audience and yeah. Look down the barrel of [00:29:00] the camera.

Yes. That’s where they are. But in real life, when we have coffee with someone and chat with someone, we look away, we look at our notes. We come back. So it’s the same behavior as if we’re meeting you in person coming over into this forum. That’s what we’re aiming for.

Michelle J Raymond: I love it. So I’m gonna round this one up and say thank you.

Because I think the best tip that you gave was just right there at the end. The little nugget of gold is you all have permission to go for it, go for it, because we will support you invite Liv and I. We will come to the live. Yes, we will support and encourage, build your community. I wanna say Liv, thank you for being a part of my community.

Thank you for sharing. I love the concept of the bad neighborhood. Let’s get out of those out of that neighborhood and into the one that really helps others by, having that impact. And that’s what live and that’s what videos is about, is having that impact that will really help other people.

I appreciate you for joining, and yeah thank you so much for your time.

Olivia Solomons: [00:30:00] Thank you. It’s been so much fun.

Michelle J Raymond: Cheers.

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