How to Get More Out of Your Webinars Through LinkedIn Content

Ben (00:00.954) Welcome back to another episode of content amplified today. I'm joined by Rob Rob. Welcome to the show Rob (00:07.289) Thank you for having me this morning. Ben (00:09.214) You bet. Rob, maybe give us a little background about who you are and what you love about marketing, and then we'll dive into the conversation today. Rob (00:16.473) Sounds good. Yeah, my name is Rob Reinhardt. I'm a marketing professional. I've worked in the industry for one 15 years now and As you can hear my accent I'm born and raised in Germany and made my way over here to the US lived in Minnesota Vegas Orange County and now I'm living here in Oregon and yeah, doing those last 15 years in marketing I've worked in all kind of industries and like from like agency side to company side and I have been right run a lot of ads for all kind of companies, like low to high end budgets, and then also took care of email campaigns. And like one big chunk of my work was always content creation as well as social media or like email campaigns. So I pretty much covered all the field marketing over the last few years. Yep. Ben (00:59.48) I love it. Ben (01:03.186) I love it. You've seen it all, which is great. I love it. So with social media, what are some of the things that you're seeing right now when it comes to social media? We talked a little bit before the show, you do a lot there. What are some things that you're seeing that are working in social media? Maybe what are some things that you're seeing that aren't working in social media in general? Rob (01:05.722) Yeah. Rob (01:24.889) Well, I mean, it depends on social media, which platform you're using. I mean, the most important thing in my opinion is like, um, each platform has to be treated differently. You know, if you go linked in, you, um, treat your social media way different than on Facebook. If you do the same way, you definitely not going to have the success. Like Facebook, for example, like it's more to create brand awareness and like to, um, entertain with community and people, groups. which is very important on Facebook. On LinkedIn, you wanna keep more on a professional level and keep the funny parts out of it, or at least for the most part of it, or the videos more like company focused. And other platforms like Pinterest, for example, is like more images. You just plaster your community with images to create a buzz up out there and get your name out in the field. Twitter or Axe, what it's called right now, it's kinda like... One platform I have not done much in the last couple months anymore. I mean, it seems like it's still in the Finding phase right now because a lot of companies that I know of work worth Did not take care of Twitter anymore after the whole Switch to X happened. So I'm in the loop right now keeping an eye on X I know what's going to happen with this one. I mean, I know they lost a lot of like Subscribers in the past and their ideas were good but not implemented in a direct way that actually Created more interest. It was quite the opposite and I mean, there's so many social media platforms. It really pens so I think like to make it short summarize it like from the marketing perspective It depends what you want to market product service yourself as an influencer or like Ben (02:57.695) Love it. Rob (03:08.925) sport event and based on what you want to market you have to choose the right platform because each platform has a different audience and if you make the wrong decision you might end up there with like five impressions instead of like five thousand but that's the job of a marketer finding the best platform to promote your products. Ben (03:27.038) I love it. So a lot of times we talk about repurposing content and we'll talk about how do we make a webinar into a LinkedIn post and a YouTube short and a Facebook post, things like that. With repurposing content, often, like you said, the different platforms have different uses, right? They have different audiences, different purposes, different norms. If you're repurposing content and trying to get a lot of exposure, how do you propose someone look at the different platforms? Should they not repurpose on some social media platform? Should they focus at one at a time? What are your general recommendations when it comes to getting into all the platforms and how they should navigate those waters? Rob (04:16.037) I think it, I mean, first of all, it depends on your product because depending what you have, some products, you can literally put them out on every platform and don't even have to change things up that much because it's one product and it works for all platforms. Other ones, like you should change them up. Like it really depends. I mean, repurposing things, I think definitely, I mean, if you have like, like you mentioned, like a webinar, why not putting it, I mean, definitely webinars you wanna put up on LinkedIn because LinkedIn is more professional and it's definitely the platform to put up a webinar. On the other hand, why not putting it out on Facebook? If you have a big, large audience on Facebook, it definitely makes sense to put it out there as well. You don't wanna lose your audience on Facebook. I mean, of course, if you have a webinar, it depends on the type of the webinar. If it's more like a trendy, hippie, upscale, funny webinar, it might not be the best fit for LinkedIn. It might work, you know? So. I mean, to answer this question, it really depends on the product. You know, I mean, that's like something that you as a marketer have to do your own research on, you know, before you actually create content, like what is your target audience and where can you find it? It's like it's simple like that. Like Facebook and Instagram, for example, you would think they're the same, you know, because they're both in the metaverse and all. And you think, oh, just Facebook is more text than like on Instagram, you just put images out there. But Instagram has like, for example, younger audience. I mean, Instagram is more like, I would say you can reach more people between 18 to 35 on Instagram, whereas like Facebook, you can reach an older audience, like even like to like 60, 65, you know, which you barely reach on Instagram. So it's like, it depends on the product, it depends on the content, what you want to create for the product. And then it depends on whatever you want to sell and what your target audience is, you know. oops, think things because I think it also depends on the manpower of the company. If you have 20 people working in the department, and you have the time and energy to make the same webinar twice for two different platforms, just like reverting little phrases here and there, you know, then go ahead and do it. If it gets you like the results, that's great. You know, if you don't have the time to make the same webinar two, three times for different platforms, because you don't have the manpower or simply it has to get out or something like a deadline, you know, Rob (06:36.025) then I would just say like, make a webinar your content more like neutral, not like focused on one specific platform. So you can use it anyway, you know, and don't have to kind of go back in and make a million of changes. And then you're running out of time and then you lose a platform. And by losing the platform losing out by reaching an audience on the platform could be more negative affecting your company than having like a neutral post on all platforms at the same time. Ben (07:06.394) Love it. So let's say I'm in business and selling products, services, softwares, whatever, and I found a social media platform that has the right audience, good group of people, they're engaged, things like that. I think a part where a lot of businesses struggle is building their audience on the platform. They'll go, they'll create the social accounts, they'll publish content. Nobody's interacting because it's not a you know an individual. It's a business and no one wants to interact with businesses things like that How do you build a following for a business on a social media platform? What are your recommendations there? Rob (07:44.077) Well, I mean, it really depends on the company. I can give you a really good example right now, like Tom's Off-Road, the company I'm looking for right now. So we are focused on four Broncos and parts of four Broncos. And the cool thing is it's a community like when we are posting something on Facebook, people love it. They engage with it instantly, you know? If we're putting posts out there, we get 10,000 people seeing the posts and 500 people engaging with a post. There's companies in the past I've worked with and did freelance work for in the past. Even though they have great products, you can put something out there, you get 200 impressions and 20 people engaging with it, you know, and you can push it as much as you want. It's just not there. So sometimes it depends on the product, on the audience, and then it depends on your audience, you know, how engaged your audience in general is. Do you have a more like a younger crowd who's really engaging with polls, more like an older crowd who is not as much engaging, you know? So that being said, it also depends like, where's your sales coming from? You know, if you're using a platform more for brand awareness and branding, well, then like, I mean, engagement is cool, you know, but it's not the end of the world. If your engagement is zero, as long as you create sales, because you are getting the impressions there, people see your brand, your name, your company, your product, if it, as long as it creates sales, I mean, I could care less about engagements at the end of the day, you know, as long as your sales are up, you know, um, on the other hand, I mean, there's There's a lot of things you can do or you can change up to make your content more engaging, having like open-ended questions or having like giveaways or like doing things like competitions on your social. You can also like have your audience engaged by kind of sharing like their own stories on your page, you know, and you let them share their stuff, you know, and that's where you have like you're building up a community or you build a faith on Facebook. You can have. group on top of your business page where people can actually ask you technical questions or interact with your customer service team so they feel more like they belong to you, but they are closer to you. You're not just like an AI-generated post on Facebook. It's a real person behind it and answering the questions and all that. That all helps. Some companies struggle at the beginning building up an audience because it takes time. Rob (10:03.497) Like I said, some companies like Tom's Offroad, you can really expect like you have a huge large amount of people following you because it's a great, interesting industry. Now you have companies on the side where it's like more complicated and they wouldn't like it's not like those super cool, trendy or like upscale pictures, images, videos you can put out there. So it's not as interesting and people usually don't really follow you if there's nothing interesting there. If it doesn't create yet, there's this like three seconds spike when you see something. It's really hard for you to catch these people to be a follower or like subscriber, you know, And that's what happens a lot of times with tech companies because it's not so interesting following them, you know Unless you're in the business industry and it's something that you need But you wouldn't find someone who's just interested following you just for the gig of it because they like what you do, you know and for companies like that, it's like Harder to gain people or like grow an audience That's where advertising comes back in as a backup, you know, because if you run an ad based on like, let's say, retargeting ads to people that visited your Facebook page or your website, and you can actually like retarget these specific people. I mean, that's the way you gain an audience. And once your audience has a specific size or it's grown, like, month after month for specific numbers, you know, like at some point your Facebook algorithm goes up too and your message is going to be seen by more people, you know. So there's a lot of factors that go in there. Ben (11:37.726) So one thing that I think is really important there, it sounds like experimentation, right? So you're talking about, you can try this and this and this. Like there's a lot of things where, and you hit on it so many times, there are a lot of different. Rob (11:44.622) Yeah. Ben (11:54.438) scenarios and variables, different kinds of business, product, platform, audience, things like that, test a lot. Are there anything that, anything you would see or recommend that people always avoid? Like, we talk about test everything, but I feel like sometimes there's like these universal things that's just like, as a business, you shouldn't do any of these things on social media. Do any come to mind? And you don't have to have any that come to mind, but I'm just curious. Any recommendations of things you've seen, you're like, hey, don't do this. Rob (12:26.234) Oh, that's... The one thing I can tell you is that from the business perspective, I mean, it always depends on the company and business. And the most important thing is like from the business side is like, know your audience. You need to know who your customers like, who are you trying to reach out to? And what is your target of your social? Are you trying to sell something? I mean, that's going to be hard because that's the one thing that's the hardest part on social. For example, on Facebook, you get paralyzed with the algorithm if you use words like sales discount. I mean, you can use them and it's good to do it at least once in a while. If you have a big promotion going on, let's say it's Black Friday or there's like Christmas or then there's like Easter or anything like that or like a summer sale for beach clothing or something like that. It makes sense. You want to have these sales. But if you keep doing it consistently all the time and your social is like... a nine to one ratio sales to like community, while you can actually expect that your community is not growing, you know, so it should be like, it should be a healthy way to grow by not promoting just all your products. I mean, have like something entertaining on your on your social, you know, have people do it, be engaged with your stuff, you know, don't like use it just like to sell, you know, because that's what's, I mean, there's plenty of companies that are doing it this way. All they do is like literally like month after month, nothing else in sales posts. And you can see the audience is like, I mean, if they have 500 in the summer, they're lucky if they have 550 in the wintertime, you know, because the audience is not growing. I mean, they have five people up and then two people down. So it's almost like breaking even every time, you know, on the other hand, you have companies, they are having a healthy mix. They're putting nice product images up there, event products, event pictures, images, videos up. So it looks engaging. It looks fun to follow those pages. and then you put some products in between. I mean, they're consistently growing because you see on one side, what are they doing as a community? We see images, you see the events. On the other hand, you can also see what are they selling. So people who are engaged with these kinds of companies, I mean, this is the audience that's growing, you know? And I mean, it also depends on the market and the industry. Some industries just normally grow faster, you know, like. Rob (14:43.893) If you're an amazing graphic design company and you have cool images all day, you can expect your company followers are growing like all the time because people like looking at pictures, images, videos, you know, and if you just want to showcase your skills, you know, and you put all those cool videos up there, yeah, of course, you can expect to have 10,000 followers in a matter of months, you know, on the other hand, if you're selling products like that are super boring, you know, like screws or something like that, like, I mean, Ben (14:52.396) Yeah. Rob (15:12.157) I don't think company is gonna grow that many followers by showing cool pictures of a screw, you know a screwdriver or something like that You know like a hammer or a garden equipment, you know, that's not really interesting, you know, I mean you have an audience That will follow you because these are people really interested in your products, but that's about it You won't find anyone out of all of this outside his audience and that's kind That's why you don't grow that fast and slow. That's why you need to kind of run ads on top of like your social to back yourself up a little bit. Or give you like at least a little bit like kickstart because otherwise your kickstart is going to be two years from now. Ben (15:48.69) Yeah, that's true. Very true. Well, as promised, the time is quickly coming to a close. These podcasts are nice and short and quick. Rob, thank you for being here and sharing your insights. A lot of really, really good information. Rob, if anyone wants to continue the conversation and connect with you online, how can they find you and connect with you? Rob (16:00.353) Yeah, I think it's him. Rob (16:09.313) I think the best way to connect with me is on LinkedIn because I'm pretty active on LinkedIn. So like if you look for Rob Reinhardt, you would find me right away. So LinkedIn is the best way. I have not built myself anything like that simply because I kept myself busy in the last few years. There was no need for that. So yeah, but yeah, LinkedIn, just simply Rob Reinhardt and you will find me. Ben (16:18.126) Perfect. I love it. Ben (16:26.942) Yeah, yeah, I love it. That's great. Ben (16:32.93) Perfect, love it. Well, Rob, thanks for your time today. Appreciate you being on the show. Rob (16:37.86) Thank you for having me on the podcast.