Ep 295 | Ways to Utilize Video on LinkedIn with Peter Murphy Lewis

you're new to LinkedIn, it may feel like it's not, but with about two hours of work, You can move from like a D plus LinkedIn discover person to like an A minus, right? Like the difference between I've spent, I bet you, I've spent more than 100 hours in the last two years of skilling myself up and the difference between me as what I've said, like an A or an A plus, LinkedIn person, and what you can be as an A minus, like you can move in two hours up to what I what took me to do in all

of this time. So, like, don't be don't be afraid.

Sami Bedell-Mulhern: Yeah, I love that, because it is such a searchable tool, a discoverable tool. And I know we've had guests on the on the in the past that have talked about how the beauty of it is, you don't have to be a content creator to have success on LinkedIn, because there it's, there's such a variety of ways that you can use it. And so we're, you know, we're talking about video and repurposing, but before we kind

of jump into that, what is maybe your favorite feature? What you love the most as you're using LinkedIn on a day to day, what feature are you using the most? I use automation tools to do automated

connections, both for myself and for clients. So let me explain that, assuming that there's a couple of people don't know what I mean, there are simple tools that cost less than $20 a month, that you could put a. List into that of everybody that you potentially want to connect with, so you don't have to do any of that manually. And LinkedIn is very comfortable with you connecting anywhere between 15 to 30 people per day, and you just tell this tool to do that. So while you're

sleeping, this tool is connecting for you. So that's the first tool, the second tool I love the newsletter. I create newsletters for all of my clients. I personally have had multiple newsletters, and newsletters is a great way for you to repurpose what you're doing on your website, what you're doing on your Facebook page, what you're doing in your email newsletter. And LinkedIn has an algorithm that everyone you connect with, it'll automatically recommend that

they subscribe to your newsletter. Now I don't recommend you just sit there and do nothing with it. I recommend once they subscribe to it, you use that as an instant saying, hey, saw you subscribe. Thank you so much. And then you start a conversation. It should be authentic. Don't make it automated. This is your opportunity for you to dig in. This is second one, and then my third one, and this is for kind

of geeks like this might be for me. You, Samy and 20 other people listen to this, but when you apply for creator status on LinkedIn, you can start doing live streams on LinkedIn. And this is insane, like a plus level to get to that level, but

you can do it really quickly. Is that will mean, if you start a podcast similar to what you have here, or you have some other type of mastermind where you guys want to share or build in public, or talk about your mission in public, or if you wanted to even train about your nonprofit in public, or do a board meeting or something like that, you could do this in live stream. And that means everybody you're connected to when you go live, we'll get a notification on it. And that is insane,

because they're doing all the market. LinkedIn is doing all the marketing work for you. Sami Bedell-Mulhern: Yeah, that alone is like the most amount of goodness that I've heard in a long time, so many good things. And yes, I have started doing a live stream this year for the first time ever on LinkedIn. So I'm excited to kind of see how that goes once a month. But I had not ever thought about taking these podcast episodes and publishing them as live

streams on LinkedIn as well. So now you've given me something to think about that's fantastic. Yeah, and you if you get a little nicer tool, you can take these recordings and then just publish them and make them look like they're live, and nobody cares, right? If they don't watch this on YouTube, the fact they're gonna like it on LinkedIn, they don't feel like they're getting old content. This is fantastic. Sami Bedell-Mulhern: Well, we use a tool called stream yard so

we can, it'll work, publish videos as live. And I think the important thing there, as we kind of jump into how can we use video on LinkedIn? The beautiful part about that is you don't have to be worried about being perfect. This podcast, we don't do a ton of editing, but there is some editing that goes into it, but we don't have to worry about being perfect, because we can update it, but you can still show up live and engage and

interact with people during the live stream. So as you talk about authenticity and connection, you can publish a live video to face, or to Facebook, to LinkedIn, but still be there, engaging and interacting and only focusing on that part of the live stream versus having to talk to people and connect with people in the chat. Yeah, and kind of the piggyback off, you know, the perfection. I think perfection progress over perfection, and I actually think imperfection is a close cousin

of authenticity, of being genuine, of being vulnerable. So I in 2021 to 23 with my podcast, I started to get invited to conventions, state conventions, national conventions, for the client that I was working with in the healthcare space. And not only would they ask me to do a speech on the main stage, sometimes I would do a live interview on the main stage, and I would stream it on LinkedIn. And the amount of people like cousins and sisters and aunts and coworkers who could watch

this, who couldn't go to the convention. The virality of that in the live time of it was way more impactful than anything I did on podcast. So like, think big and let LinkedIn do the heavy lift for you. Sami Bedell-Mulhern: I love that. Okay, so let's talk about because I don't think we often think about LinkedIn as a video platform. You know, we think about Instagram reels, we think about Tiktok, we think about YouTube. You know, what kind of

video capabilities does LinkedIn have? Let's start there, and then let's kind of talk through how we can kind of repurpose those in other places where we're doing business. Yep, well, to get to for starters, in my opinion, LinkedIn is starting to compete with YouTube shorts. If you look at your LinkedIn app on your on your cell phone, more

than likely, it's already been rolled out to you. There is now one of four little buttons at the bottom, and one is video that is the equivalent of YouTube shorts without people for. Falling on bicycles without kids throwing footballs at their dad's crotch and making them roll over on a Saturday night. It's it does no dancing. But yeah, there's, there's not the there's goofiness, because I'm goofy, right? But there's not the the politics of YouTube. There's not the Mr. Beast of

Flash, Flash, Flash, highly edited impact. There's much more conversations and like getting into the life and understanding how someone thinks and as a professional influencer, right, different than a social influencer, I'm not a social influencer, but as a professional influencer, LinkedIn gives you that that window, and I would even say, or there's, there's two other elements to kind of video, which is, when you are on LinkedIn and you're trying to reach out to

your community and grow your reach, you kind of have a couple different goals or objectives, tactical objectives, when someone's scrolling, which is to get them to stop to read what it is that you've just posted. Secondly is click on the click on the read more, so they read your post, and in the best setting, click on your video. Now the video is not a must, but it will help the engagement and LinkedIn, in my opinion, is competing with YouTube, so they are pushing videos hard, and

they are giving some extra weight to that algorithm. Yeah,

well, Sami Bedell-Mulhern: so that's a benefit, and also the benefit of video building trust. Like, that's why we turn this podcast into a video podcast. Like, yes, it's great to hear us, but to see people, to see how you're engaging with the community, to see how you're showing up the behind the scenes. Like to see that visual also helps nonprofits build trust a lot faster with people that might kind of come across them.

Yeah, so the one of the things that I'm currently doing with the Community Foundation that I participate in, we just hired an executive director about three years, about three months ago, and when we hired her, you know, we got so many emails and replies on Facebook from people saying, You just made the best decision that you could ever do, and we said, you just took the ambassador from our community and you put it into your organization. Congratulations.

Hats off to you. Well, one of the things we're doing with her, right there's a bunch of websites and news and Facebook pages from high schools and shelters and mission driven causes. Well, we're having her take that from people who might not be good at the Internet, share it, comment on it, and turn it into a LinkedIn newsletter and also turn it into a video. Well, she, she's the face of our county, so she's doing a great job of repurposing all the good that's already

happening, and she's using on LinkedIn, yeah. Okay, so let's talk about, Sami Bedell-Mulhern: I do want to jump into newsletters here in a little bit, because I'm a huge fan of them. But I do want to talk about, like, as you're doing that and creating that, you know, you mentioned, she's doing that some for some organizations that might not have the capacity or know how to do that. You know how polished? I mean, it's LinkedIn, it's businesses. How polished do we have to be, how formal, how

produced do our videos need to be? Or can we just kind of pick up our phone and in the moment, share something of value that we think our audience might hear about and not worry about the bells and whistles? I would say 100% of the time, do not worry about being polished. Okay, people are attracted to people, not companies. People are attracted to people, sometimes brands. But more than likely, people want to hear your

personality. So don't worry about it. And I, you know, like there's a I always remember the amount of times that I failed doing live things. So I did live television on Monday for the US

presidential inauguration for CNN. I've done a whole bunch of live things, and I always remember there's only one person who's watched you with full attention at your mom, and there's only one person who's gonna watch it and remember all of your mistakes, and it's your ex, so everybody else is going to forgive you, and the people who are going to like or laugh and they're going to tease you, and they're going to love you, and they're going to remember it for how great you are and how

authentic you are. And if I'm if I die tomorrow, I would rather my my son remember me for for my quirks and my effort than for me trying to be perfect and never doing anything. Yeah, Sami Bedell-Mulhern: that's so good. And I think it just brings down that barrier of entry, like it's not about having, I mean, you look at, I love your background, aspire to be like, you know, grown up like you one day, I don't have the energy in me to unpack my office these days, and so it looks like a hot

mess. But that doesn't mean that I don't show up, because it's more about the quality of the content that you're sharing and reaching the right audience. So I love that you said 100% of the time just show up. I think that's fantastic. I want to, I want to add one, one free tool to your question about how polished you have to be. There's a tool that I just started using this morning, and it's free so far, and it's talk top, talkclip.app, T, A, L, K app, or

talkclip.app. And what it does is, you put in the topic that you want to talk about, you hit record, and it tells you, it asks you a question about the topic, and then it tells you reads you a hook that you should start off with. It says, are you ready? You say, hit, click, record again, and it counts down to five. And then you record looking at your TV and wriggling at your computer, and it will give you that short little clip from LinkedIn, and it's authentic, gives you the hook.

It asks you the question. You don't feel awkward talking to a camera, because there's actually a voice, and ask you to test it, like, like, and you don't have to post it if you don't like it. Sami Bedell-Mulhern: Yeah, that's cool. So it's like being interviewed, but not by anybody, which makes us feel more natural, right? It does. Yeah, I actually listen to the voice like you could just read it. I haven't read me the voice because I feel like I'm talking to somebody

Sami Bedell-Mulhern: that's cool, that's super cool. We'll have to try that out. Had not heard of that one, okay, but let's talk about repurposing. Because I think, as with all of our social media channels, whatever you're on, it's not about creating new, it's about creating for the platform. And I think that's what I love. As far as the newsletters go super easy. I myself have a newsletter on LinkedIn, and I find that my email subscribers organically grow so much faster on my

LinkedIn newsletter than in my general newsletter. And I just want to reiterate, like you said, I love that I know who is subscribing. And not only that, I can dive deep into who they are and see if they're, you know, like the right fit for somebody I want to reach out to. So I just take my newsletter and copy it and embed it onto LinkedIn on a different day, I include videos, I include additional resources and things

like that. But kind of, what is your favorite thing, or what are your tips if you're setting up a newsletter on LinkedIn for the first time, how might we want to go about it in order to repurpose the content we already have? Yeah, so I have. So it's not 100% related to repurposing, but it's an added value on to what I'm

already doing. So I would do exactly what you're doing, which is, repurpose what I'm doing on my website, repurpose what I'm doing on my email, if I have a Facebook group, repurpose in the some of the content. The two things that I have done in the last year with my clients that has had really good success is

no actually three things. So the first thing I do is I look ahead for conventions and trade shows inside the niche that I am speaking to, and I go find those keynote speakers, and I look for events that are about nine to 12 months out, because that's when people start playing if they're going to go to a they're going to go to a specific trade show. I find the keynote speaker. I put them in my newsletter, I tag them, and I say, go check out

this trade show. It's on this date in this city. This keynote speaker is given a talk about this shout outs, and the keynote speaker will get in mention in LinkedIn. They'll see it, they'll subscribe, and then they will reshare, and they might send you a DM. Trust me, it works. I would say, out of the 100 times the last 100 times that I've tagged somebody, I get it shared probably 15% of the time. I get a DM, 75% of the

time, and I get a comment from that person 95% of the time. The second thing that works is I like to share job descriptions to people that would be reading the newsletter that would be helpful to so I'll go find somebody that I want their attention. I would like to have a conversation with them. I will go find what their need is, similar to posting them about the upcoming keynote speech. I will find a job that they will do. I will tag their job description in the newsletter. I

will tag them, saying this person is hiring there. This is a cool company. I've followed this person. I've seen their YouTube. I like their podcast. Check it out. The person will do the exact same thing. They'll share, they'll DM you, and then they will comment on it. And then the third one that I wanted to mention. And this takes a little bit more work. Like, if you're a one man or one woman show, it's more of a sales

development rep. So like, if you're working in a place where you need to actually start a conversation with that person, I will immediately DM this person to subscribe, and I'll say, Hey, you signed up. This is fantastic. Can I ask you what brought over your attention? Can I interview you? Can I give you a quote? Hey, these are the three things that I help out with. I share trade shows, I get help people, job postings, and I

do X, Y and Z. Can I do one of these for you? And it's a great icebreaker. Sami Bedell-Mulhern: That's brilliant. What I love about that is its value add to your audience and helping you grow and get in front of new audiences. So it's like a win, win win all around and a great way to kind of organically show up in people's feeds. And that's right, like in my hands, if I write about you today, the likelihood of you hearing that I'm giving you a shout out and

trying to help you is minimal, right? Unless something in my. Is a friend with you. There's no way you're gonna know I'm competing against spam and everybody's inbox, but on LinkedIn, you're immediately gonna know, and you're gonna like, Peter helped me today.

Sami Bedell-Mulhern: Yeah, and I'll add on to that. What I do in my newsletter is we share our podcast episodes, we embed our YouTube video link, but then we also include three related podcast episodes that might be beneficial based off of the one that we just launched. So when we launched this one, we'll probably tag some of the other guests that we've had on for past LinkedIn episodes. And so similarly, we'll re tag the

people that were guests. And a lot of times we get them to re share past episodes to their audience as well, because they're reminded, oh yeah, I was on that podcast. I can share that as something for my audience, or similarly, they comment or engage with that that post. So I think that's the beauty, and that's not new content I have to create. That's content we've already created, but we're just trying to drive more traffic and eyeballs to new audiences for stuff that we've

already pushed out. So yeah, I mean, there's so many things you can do in a LinkedIn newsletter, from sharing video, embedding video, sharing resources, tagging people, sky's the limit, yeah, and by the time this episode comes out, and then 30 days after it comes out, and 90 days after it comes out, all of the things that we're talking about right now are going to be substantially better, right? Like, two years ago, I spent 20 to 30 minutes a day on LinkedIn. Today I'm spending two hours a

day on LinkedIn. That's how, why the product and the platform has gotten better. There's a chance it's nine months from now, I'm gonna spend three hours on it. It's getting that much Sami Bedell-Mulhern: better. Yeah. So how can we take the content? Because I know LinkedIn also has, like, I think they still have an audio feature where you can go live via audio, but that doesn't get saved. Video can be repurposed

depending on the third party tool that you're using. So kind of, do you have any tips for how, if LinkedIn is our home base where we're creating the bulk of our content, how we can feel like we can repurpose that for other platforms? Should we be repurposing that video content and content we're creating on other platforms? Like, what are your best practices there? Yeah, I'm what I'm currently doing that is repurposing. Sometimes it goes to LinkedIn, and then it goes

back and it goes somewhere else. It's usually starting with, I'll give you my I'll give you my workflow, and then tell you how it gets off LinkedIn. I am doing a significant amount of podcasts like I am now. I'll cut that up and I'll use these clips on LinkedIn. The second thing I'm doing, I'm doing two to five consultancy calls per week with paying clients, and I'm doing two to five per week with pro bono people that I help out on platforms like growth mentor.com, and I am recording

those calls. If it's with a client, it's confidential, or with a pro bono and it's confidential, I take the person's name out, but that becomes a prompt for something that I will then write about. What problem was I helping them? Okay, the thing I'm doing, from a PR point of view is so I have a I run a marketing agency, and I have a PR team behind me who's doing lots of pitching on podcasts and press and on an ongoing basis, we're taking those clips and we're moving

those over to a tool that I love called Q, promote. Q, U,

promote, and that's about $50 a month. But what that's telling me to do, and that's till, and they're sharing it across all the platforms, meta, Instagram, Facebook, Twitter, LinkedIn and so forth, and it's telling me the metrics of who clicked and who shared, whatever successful I am, then taking a screenshot of the views and the clicks and so forth, and I'm turning that into an ad, and I put it in my email, Twitter, so they give social proof, but it all starts from LinkedIn, because LinkedIn

is I have a targeted way to talk to my ideal customer profile, and I'm getting feedback. So I'll take statistics, I'll take statistics of publishing 30 days in a row. What are the three to five things that did the best organically. Then I'll move that over to something on cue, promote, cue promote will then amplify it to people who don't know me, those best things I then turn into ADS. Sami Bedell-Mulhern: Yeah, I like though that you start with

the organic piece of it. Because I think there are things that, if you're smaller, you're just starting out, or you can still do that without the Q promote piece. You can that can be kind of like the next level. But I think for even for nonprofit organizations, even if you distill it down to the very basic level of I'm going to pay attention to what's performing really well for 30 days, and that's what I'm going to use to generate what my next content plan is for the next month, and

what I repurpose and where I re share, right? Just to better use your time and efforts to be like, Okay, well, I thought this was gonna be awesome. That did not land. This did awesome. I'm gonna do more of that like, I think paying attention to that and getting out of your own way creatively can be super helpful. I agree. And going back. Back to ads, but specifically for nonprofits, the the the nonprofits that I work with, all of them, have Google grants. We help them get Google

grants. So, you know, that's that is a lot of money every single month that you can be using for free. So what I'm learning from organically on LinkedIn or from Q promote, then that turns into the strategy of how we're building up content to take advantage of our free $10,000 for Google grant. Yep, Sami Bedell-Mulhern: yep. And if you want more on the Google rant, I'll just throw this plug in here. We did just do an episode. So go back to episode 290 and we talk about getting

started with Google grants. So you can learn a little bit more about that, but I 100% agree it is such an important resource for nonprofits and can give you so much great data. So I love that you brought that, because it's surprising how many organizations don't know that it exists. I think that's the majority the people I talk to. I'm blown away. Yeah, yeah, Sami Bedell-Mulhern: it's like $10,000 a month for free. Okay,

so creating video, pay attention to your mobile app. I know as of this recording, we are recording in January, but this episode doesn't go live for a little bit. I have access to watch the videos. I don't have access to upload videos necessarily, in that kind of format. So pay attention to that newsletters. But like as we think about kind of content in our main news feed, if we are on our desktop more often, what does that look

like? What might we want to think about types of or is it the same as what we would create in kind of the short style that is on the mobile device I I'm gonna give kind of a sophisticated, comprehensive strategy, right? So, like, if this overwhelms you, don't worry. Just listen to the first part. I have, I have an entire funnel built out for what I do in LinkedIn that is thinking, usually 30 to 60 days out, and I approach it similar

to the way that I approach YouTube. So about 30 to 60% of my posts are around discoverability, which means that the people at the top of my funnel who don't know who I am, don't know what I do, don't know how we can help them, don't know what my value is to them and why we should be communicating. I do the almost exact same thing with YouTube, depending on what, where, where my clients stage is, their maturation. Um, so for me, right? Like I'm a fractional chief marketing officer, that is

bottom of funnel. That is how that is me selling something to you where I promise to give you return on investment. That is, that is less than 5% of anything that I'm talking about on LinkedIn, it's less than 5% of things I'm talking about on YouTube. Top of funnel is things that I can do to help you without you ever getting having to talk about money with me. I'm really good at scaling teams. I'm really good at remote tools.

I'm really good at LinkedIn, right? Like, I don't sell anything related to LinkedIn. Nobody hires me to do anything like what I'm sharing with this. So these are things that I give away, that's top of funnel, and then my strategy moves down to bottom of funnel, closer to what I do, right the services that I help out people. So that might be podcast pitching, PR branding, documentary, content creation all the way down, and

that is how I build it out. Now I don't believe that that strategy is impacted by your question around desktop nor mobile. There. That's probably the difference between me not being a LinkedIn expert and being hired by LinkedIn to teach people how to do it. Maybe that's the next or 9/9 to go to Malcolm Gladwell book of $10,000 maybe that. Maybe that's the next 9009 800 hours that I need to put into it. But that's my strategy, and it's working right

Sami Bedell-Mulhern: now. I but I think that's great, because that removes the barrier. It's like, just get started and wherever you are playing, if you're on your device or you're on desktop, wherever you feel comfortable, it's not again, going back to what we said earlier, it's not about the professional, like polished stuff. It's just about doing stuff and getting started and experimenting and seeing what works and what doesn't. So I think that's, I think that's the

perfect answer. Okay, well, you've given people a lot of things to think about. We have so many different strategies that we can implement on LinkedIn. Point is get started any kind of last tip or takeaway or something you wish you would have done differently that you might want to leave listeners

with. As we kind of wrap this up, I have two people for you to go follow, and I think that if you just follow them, and you look at them every single day, click on the little bell at the top to get notified every single time that they share something, one that is close to the nonprofit space. And he is a big impact on my life. He's a mentor. He's one of the reasons I became a certified nurse's aide. He's one of the reasons I started doing

documentaries about long term care. His name is Bob Speelman, S, P, E, E, L, M, A, N. He is not an expert in LinkedIn. He is probably five to 10 years older than me, so he's 5050, to 55 probably, and he is just great at LinkedIn. All he does is sing people's praises. He uploads a kind video, and he exercises the book five languages of love, to share his passion for people that are in America's nursing homes. And he did this with zero experience two years ago. I don't think he's ever taken a

LinkedIn class. He's just genuinely good at it. So just telling you what he does, put it in chat G P T, tell the person say, chat G P T, I love this person. Her name is Sammy. She helps everybody translate this into my my words so it doesn't look like Bob, and then go post it. Copy Bob's, yeah, the second person when you're ready to get the next level. And she's my

favorite person on LinkedIn. Her name is Alana Sparro, s, A L, A N, A Sparro, S, P, A, R, R, O. I look at her LinkedIn profile every single day, um, and and it, I just try to implement and emulate everything and imitate everything that she's doing. Those are my my two tips. You don't need to take a course. Just go follow the two people the bottom rung, the person who is 50 ish and kicking butt, and then a pro who's selling LinkedIn tips. And I don't think anything else

Sami Bedell-Mulhern: I love that that's so good. Because I think the beauty of is we don't have to reinvent the wheel. See what people are doing and then figure out how to show up in your own voice, in your own way, your own style, right? I think that's fantastic. Well, we will link all of those resources up and those profiles in the show notes at thefirstclick.net/295, but Peter, if people want to connect, to connect with you, check out your LinkedIn profile, because they should also be

following you as well. How do they do that? Peter Murphy Lewis, as I mentioned, it's the platform that I don't open Facebook every day. I don't open I haven't opened Instagram in a couple months. So let's talk on LinkedIn. Peter Murphy Lewis, I'm the only Peter Murphy Lewis on LinkedIn. And then lastly, if you know this resonates with you, you're a nonprofit and you like the story, I'd ask you to go listen, to go watch a documentary that I just did in

the nonprofit space, in the long term care space on YouTube. It's called people worth caring about it's already run some, won some awards, and you know, if you know somebody who could make an impact in long term care, or anything I talked about today resonate with you, go watch it, send it to a 15 year old who could be a CNA. I'm motivated to help America's seniors, and so let's connect on LinkedIn. Thank you so much. Sami Bedell-Mulhern: I love that. I love that. Well. Thank

you so much for being here and sharing your wisdom. And we will make sure we get all of your stuff shared out to our community. And thank you so much for your time. Appreciate it. Okay, wow, wow, wow. Peter was dropping so many good ideas and strategies. I can't even believe it. I hope that you enjoyed this episode, and again, you can find all of the things that he mentioned at thefirstclick.net/295 Can you believe we are getting this so close to our 300th episode? I

really hope that you enjoyed this episode. I hope that you are jumping on to LinkedIn, and we will also include in the resources other episodes that we have around LinkedIn, especially episode 290 that we just did talking about just LinkedIn and how to get started and you know how to create your personal brand. I'm sorry, not 290 I'm lying. Episode 289 with Alex Bork. So check it out. Create your personal brand on LinkedIn. Take these strategies from Peter Murphy Lewis to really take them

to the next level. And I can't wait to see what you do with LinkedIn for now, make sure you subscribe wherever you listen. Hit that notification bell and leave us a review if you're on Apple podcast. Would love to see it there, and I will see you in the next episode.