Why You Need to be Posting Videos

Danny Delvecchio [00:00:00]:
The idea is, though, is that you need to figure out what channel on social media is the best place to put your efforts 

Jeffro [00:00:16]:
to. Welcome back to another episode of Digital Dominance. Social media seems to be taking over our lives, but can we turn it into a good thing? Something that helps to grow your business? Yeah. The concept of social media is great. It’s a way to stay connected to people virtually when we are physically apart, a way to stay informed and share things that we care about and enjoy. But as we all know, it’s very easy to get sucked into the vortex of the news feed, and that’s no way to spend your time if you’re trying to grow a business. You need to be on the other side of the equation, the one creating the content, the one that people are learning from and following. My guest today is coach Danny Dee.

Jeffro [00:00:53]:
He’s a LinkedIn coach and a content strategist who has gotten really good at helping busy business owners make video clips they can share online. We’re gonna talk about LinkedIn, social selling, and maybe even personal branding. So welcome to the show, Danny. Thanks for being here.

Danny Delvecchio [00:01:07]:
Alright. Thank you so much for having me. I’m Excited, ready to, chat a little bit about LinkedIn. And, yeah, I think we’ll probably get into personal branding because that’s kind of the, Force behind the whole thing. Right?

Jeffro [00:01:20]:
Yeah. It kinda ties it all together. We’ll we’ll have to mention the hat as well. Right?

Danny Delvecchio [00:01:25]:
Yeah. That’s definitely a part of the branding for sure.

Jeffro [00:01:27]:
Definitely. Well, I I always love seeing your post because you are walking the walk, and your post always have helpful and interesting information, and you’re consistent. Has video content and social media always come naturally to you, or was it something you had to learn?

Danny Delvecchio [00:01:41]:
I don’t know. Like anything else, I mean, you definitely you definitely have to learn it. I there was a couple things that came naturally to me. I I I had done podcasting for a while. That’s how I got into content creation. So that’s sort of where I learned to make some just just to get myself out there. Right? That was that was the idea. It was like, let me just figure out how to get myself out there.

Danny Delvecchio [00:02:07]:
And, I started that through podcasting. And then I realized, like, okay. So how do I get people to listen to my podcast. Well, I need to promote it, and that’s where social media came in. And that’s how I started to To learn how to do social media was all because I was trying to promote this podcast that I had. And, it definitely took A while of me fumbling around and making a lot of mistakes, but, ultimately, I Figured out how to do it, and I’m still learning, obviously. I mean, it’s it’s such a ever changing dynamic social media. So, always continuing to learn and continuing to take bits and pieces from people that I like and that inspire me and, just continue to level up.

Jeffro [00:02:55]:
Awesome. Well and and another question might be, can anybody learn it? Right? Do you have to be extroverted or tech savvy? You know, what about business owners who are super busy?

Danny Delvecchio [00:03:05]:
Yeah. They can get into social media too. Right? They they may not want to they may not have the The time and effort to put into it. But they’re they have to determine whether it’s a worthy investment for them. Right? And at this point, with how many people are consuming content on social media platforms versus Other types of mediums like even watching TV these days, it seems like more people are spending time, You know, scrolling through Instagram and TikTok or YouTube than they actually spend watching, like, a TV show or reading a newspaper or any of these things. Right? So, a business really needs to determine, like, is social media, the right investment for me? And then, like, do can I make time to put into it? But then there’s also ways for you to outsource Whether it’s your content or whether it’s, you know, some of the, posting and engagement that you need to be doing to kind of Amplify the content on social media. There are ways to outsource it for business owners. So, you know, without spending, like, Tons of money to hire like a full service marketing agency.

Jeffro [00:04:22]:
Gotcha. And you mentioned you should decide if it’s a good investment of your time, but how Does a business owner decide that? You know, are there some criteria they can use to determine if it’s a good fit for their particular business model?

Danny Delvecchio [00:04:35]:
So I’m gonna say it’s a good fit for everybody’s business model. Okay? The idea is, though, is that you need to figure out what channel On social media is the best place to put your efforts to. Right? So if you are a, If you are selling a product to homeschool moms. Right? Or you are selling your pro, programs, Like, or you’re selling a product to, executives in the b two b tech space. You’re gonna be playing in 2 different channels. Right? You’re gonna be play like, the the mom stuff, like, is gonna work in Facebook, and maybe you should be putting your efforts into Going into mom Facebook groups, maybe building your brand on Instagram. Whereas, if you are looking for b to b CEOs, in the tech space, You want to be focused on LinkedIn. Right? So as long like, for every business owner out there, your customers are on social media.

Danny Delvecchio [00:05:40]:
Like, with how many billions of people are on social media, it’s like, I don’t know, something like more than half the world’s population or something at this point It’s like is is on social media. So now it’s just a matter of figuring out where your customers are hanging out. And once you can pinpoint that, Then you can go from there and figure out, you know, what the strategy is.

Jeffro [00:06:01]:
Right. So you need to know your audience and then go wherever they happen to be. So you can’t just say, oh, I could help everybody, you know, and then then just post it. That’s not gonna work. But what about, Seeing the same content for all the platforms. Is there a reason to do that if you don’t think your audience is on any of the other platforms?

Danny Delvecchio [00:06:21]:
So, there’s multiple schools of thought on this. Right? If you have the capability to repurpose your content across multiple platforms, It might make sense to be able to do so if you have the resources and the capabilities. And you’re a big business, like, you may have the ability to do that. As a small business, it’s not as easy to repurpose your content across multiple platforms. So my suggestion is usually this. It’s If you can put your content everywhere, go for it. Right? However, you can only focus On 1 platform to start. And when I say focus on that 1 platform is you can only focus on Building a community and engaging and putting in, like, daily activity to amplify that content So that more people see it, you will burn yourself out if you are trying to do that across multiple platforms.

Danny Delvecchio [00:07:22]:
So what I would say is Go start with 1. Go all in on that one as you get to kinda, put put your content on all of them. And then as you see how your content performs across all these platforms, it will help you to determine like, hey. You know what? It seems like I’m getting a lot of interest over here. Maybe I should put a little bit more effort into it over here. But I would I would always say to start going all in on one that is proven to have your audience.

Jeffro [00:07:55]:
Okay. So then let’s say the we’ve picked a platform. We’re gonna go focus just on that one. How does someone decide what Their content should be. They’ve decided, okay. I need to make content, and I need to post it here. But do people care about, You know, how I dry clean the shirts, or do they care about, you know, this roofing job? What do you talk about? Because a lot of people don’t know where to start.

Danny Delvecchio [00:08:18]:
Yeah. Sure. So, what what you wanna talk about is you wanna ask your clients. That’s how you get the information. It’s like, or that’s how you that’s how you know what to post is you go out and ask your clients. If I were to share things on social media, what would you want to learn from me? And you focus on what are the things that they’re looking for. You’re focusing on what problems that you solve for your potential clients. So for example, like, if you’re a dry cleaner and you tell me like, hey.

Danny Delvecchio [00:08:50]:
I’m gonna get your wine stain out of your white table cloth. Like, The person that has a wine stain on their white table cloth is gonna be like, I’m going to that dry cleaner. Right? So It’s when you can speak to the problems that your clients are having, and, You know? And you can offer solutions to the those problems. And you can create content around the solutions that you have for those problems. That’s how you’re going to attract the people to you because if they have the problem, they want their problem solved. And if you’re the person that could do it, And you’re the person that’s visible and talking about how you can do it.

Jeffro [00:09:30]:
Yeah. Well and I like that example because you focused on, the person, the use case. Right? So instead of just focusing on the techniques or, like, this is my dry cleaning machine, you know, extractor 5,000, You know, only maybe other dry cleaners cares, but your your clients won’t care. But they will care about the stain and getting that out. Right? So that’s a good example.

Danny Delvecchio [00:09:51]:
So people I do I do, like, profiles for people all the time. And, basically, when I tell people, like, your profile headline Needs to needs to answer 2 questions. It needs to answer oh my god. I got the balloons coming up in here. No. That’s a that’s an Apple thing, by the way. So, anyway, your profile needs to answer 2 questions. Number 1 is it needs to answer who is it that you’re helping? So who do you want to come out and view your profile? Who is the ideal client? Right? And then the other thing they need to answer is, What is the result that they’re going to achieve? The process and all that, like, the how doesn’t matter.

Danny Delvecchio [00:10:36]:
What matters is Who you are targeting and what do they get from you? That’s it.

Jeffro [00:10:44]:
Got it. So then the next natural question is, what if you don’t have a following yet? Will anyone even see the post?

Danny Delvecchio [00:10:51]:
That it’s more it takes more work. So I think this is the common thing that business owners say is, like, business owners think like, hey. I am going to post, this content. Right? And that a bunch of people are just gonna find me. And, like, It’s not really the way it works. What you need to do is you need to amplify your content. And the way that you amplify your content is through community. The way you get more eyes on your content is through building a community on the platform.

Danny Delvecchio [00:11:29]:
So let’s go back to that dry cleaner again. Right? So That dry cleaner, they may also be, you know, people that go to the dry cleaner, well, they also go to the deli down the block. And they also go to the bank, and they also go to the con they use the plumber or the local contractor Or they even go to the local school. Their kids go to the local school. Right? So if that dry cleaner starts to engage with the posts From the plumber and from the from the bank and from the everybody else in the community, in the local community, Now what they are doing is because they’re engaging on that content, the other people in the local community also want to Go ahead and they’re the rule of reciprocity. They wanna go and return the favor. So what then happens is they will go and comment and like and share the posts of the dry cleaner. Right? So now what’s happening is because The, the local school is engaging with it, then parents from the local school see that the dry that they that the local School account is engaging with the dry cleaner, and they say, oh, this dry cleaner is approved by the local community school.

Danny Delvecchio [00:12:48]:
That’s the one that I’m gonna go to. Right? So, Essentially, what you need to do is you need to engage with with little communities. Right? So The the example that I use was local. Right? But for example, for you, you’re a marketing guy. You do websites. Right? I’m a social media guy. I help with social media and help with video content creation. So you and I, we both service similar clients, But we do it in different ways.

Danny Delvecchio [00:13:21]:
Right? We both we we’re both helping them get themselves out there, but we’re doing it in different ways. So If you were to come and support my content on LinkedIn, and I was to support your content on LinkedIn, just obviously throwing that out there as the platform because that’s my My preferred platform. What’s going to happen is it’s going to get more peep my content is gonna get more eyes because you support me. Your content’s gonna go get more eyes because because I’m supporting you. And we may not have, like, the need to do business with each other. But because we are part of the marketing community, we’re in the same niche, we kinda work with some of the same clients, And we are supporting each other. We are help amplifying and getting our messages out to more of the people that we want to see the messages.

Jeffro [00:14:09]:
Right. So if you’re starting from nothing, you can kind of piggyback off the audience of others in your space or community to kinda grow your following over time. So I’ll expand on that example with the local dry cleaners. You know, so let’s say they make a video about the high school flag got dropped in the mud after the football game. You know, it’s some special material. Hey. We got this flag from the high school. We gotta clean this up.

Jeffro [00:14:32]:
I’m gonna do x, y, z. Look, good as new. Right? Okay. That’s that’s a crossover content. Right? They’re gonna share that. Wow. That’s great. I didn’t know you were in this community.

Jeffro [00:14:41]:
I I’ve got some stuff you could clean. Right. And so it kind of gets that ball rolling.

Danny Delvecchio [00:14:46]:
Totally. Yeah. And and, like, the opportunity for collaboration is huge too. Right? I mean, what are you doing right now? You reached out to me, to be on this podcast. Right? So now what’s gonna ultimately happen is I have a different audience than you. Right? But when I go and I share this podcast to my audience, this is going to open up my audience to now be introduced to you. This is how we get ourselves out there. This is it.

Danny Delvecchio [00:15:16]:
This is how we open ourselves up to So collaboration can be a really effective way, to do that. So for example, like, You know, dry clean you said dry cleaner in the school. Like, what about dry cleaner and a landscaper? Right? They got, like the local landscaper It’s like, you know, they got their unit everything’s covered in dirt, and they got these uniforms that they wanna clean, but they always bring them to that same dry cleaner. In this way, their guys show up to the next landscaping job, all fresh and clean. And then we do a post about it, and then we do a collab post on it. So now we get the the the now both audiences are seeing are seeing that same post. It’s a beautiful opportunity. Collaboration is One of the the best ways to start building an audience and expand getting new eyes on your on your content.

Jeffro [00:16:08]:
Right. And I think you the more you do it, the more you see these opportunities, right, and start coming up with these ideas of ways you can grow that following. So let me ask real quick. For the business owner who’s like, okay. I get how you do all this stuff. I I know it’s good. More people can See your business stuff, but what is the tangible benefit for the business of doing video content? Can you measure an ROI for the time and effort that goes into creating good Content. And if so, how long is it gonna take? Right? Because I know so many business owners are focused on this month’s revenue and expenses.

Jeffro [00:16:41]:
And If we’re trying to map out this long term content strategy, it’s hard to get them on board with that, in a lot of cases. So what are your thoughts there?

Danny Delvecchio [00:16:52]:
Yeah. So, again, the brand building kinda situation is is a long game. Right? Like, building your brand Through content online is definitely is definitely a long game. However, there are ways that you can use these tools to, speed up the process, so to speak. Right? So what happens is is, like, Now you, you create a post and 20 people go and like that post. Right? Now if you’re if you’re the local dry cleaner, you can say you can go to all those people that liked your post and and you can say them, hey. Thank you so much for supporting our post today. And, are you in the community? Are you here in this community? And they that person in turn says, yes.

Danny Delvecchio [00:17:42]:
I actually am in this community. Oh, great. Here’s a 10% off coupon so that you for for when you come back. So now what you’re doing is, like, you are what you need to do Is you need to look for any type of opportunity to reach out and connect with the people that are engaging with you. And if you take advantage of the opportunities that you are getting, whether that’s people like your post, whether that’s they viewed your profile, You know, maybe they shared something on on, their account. You need to go out and capitalize on the content. If you are going out and proactively doing that cap capitalizing on it, you can very much get, Like, you know, speed up the ROI on you creating the content. But if you are just Sitting back and waiting for everything to kinda happen and build on its own, I’m not saying that you won’t get inbound leads.

Danny Delvecchio [00:18:45]:
You can, but it takes a lot more time and a lot more patience and a lot more investment than if you are proactive about it.

Jeffro [00:18:54]:
Right. I’m glad that you mentioned that because that is the mentality sometimes is like, okay. I posted my 1st video. Alright. Do I have customers yet? You know? And you’ve gotta take like you said, you know, look at the likes coming in. Don’t just say, oh, that felt good to get 20 likes. Go talk to them. Say, hey.

Jeffro [00:19:12]:
You know, thanks for visiting. You know, did you like the video? Is there anything I can help you with? Offer them a discount like you said. Sometimes they say, oh, yeah. Cool. I didn’t know that, this was still open. I’d sign up. Or they might say, you know, it was a funny video, But I’d never go to a dry cleaner with a ketchup stain on his shirt. And then you’re like, oh, guess I should change my shirt for the next video.

Jeffro [00:19:32]:
Right? Whatever it is, whether it’s feedback or a new client or something, You learn something, you move forward, and so that’s a big part of it.

Danny Delvecchio [00:19:39]:
Totally. Yeah. I think I again, I think, you know, I kinda was mentioned it before. I think that’s where most people Kinda mess up is they they just put content out there, and then the idea is they it’s like the hope The hope method. It’s like they put content out there and hope people come to that. It’s like, no. Go out there. Like, people are gonna come to you.

Danny Delvecchio [00:20:00]:
But they’re not gonna come to you directly, like, ready to buy. So what you need to do is you need to start taking every single opportunity to build a relationship with the people that are that are seeing what you’re putting out there and the people that are interacting with you. And, like, as you start to build rapport, You start to build trust. Like, I’ll I’ll give you an example. Like, last month, in the month of December, I closed 14 clients that I did not need to get on a sales call for. Right? And we’re talking about high ticket services, like, anywhere from, like, on the low end, like, $750 up to $5,000. And I did not have to get on a sales call with these people. But why? Because, one, I’ve been creating content on LinkedIn for a year And, like, video content.

Danny Delvecchio [00:20:47]:
So people have seen me in their feed for a year. And they’ve seen that I am somebody that obviously Knows what they’re talking about. And they start to build some familiarity. They start to build some connection. They’d start to build build some credibility and trust, with me before I ever speak to them. So and then when I proactively reach out to them, when they when they connect with me, Then I send them a personalized welcome message, like, a voice message, by the way, is is my typical, process. I will send them a personalized welcome message saying, thank you so much for connecting with me. I really do appreciate it.

Danny Delvecchio [00:21:29]:
And if I can ever be a resource for you, don’t hesitate to reach out. And then at that point, they say, well, hey. You know what? I’ve been following you for a couple months now, and I was actually, wanted to get some information about the video service. Oh, cool. That’s awesome. But if I didn’t go and do that that, like, proactive outreach and say to them, thank you for connecting and Sending that personalized message, half of those people would have never come to me on their own. So That’s why, you know so, again, this is another example of, like, how you can be proactive and how that could potentially Help you re increase the speed at which you are seeing a return on investment on your content.

Jeffro [00:22:14]:
Right. But at the same time, it’s it’s think about dating. Right? You’re not gonna ask them to marry you on the 1st date. You know? You’re gonna get turned down 99.99% of the time. But like you said, if someone’s following you for a couple months, they are in their head, they are learning more about you and trusting you. And so when you finally do connect with them, Then it’s a much easier sell. It’s not even a sell at that point. They’re just like, okay.

Jeffro [00:22:37]:
I’m ready. Right?

Danny Delvecchio [00:22:38]:
Exactly. Exactly. It’s, like, I I it’s I said this too. It’s Like, I don’t really have to sell. I just like, I again, I don’t even need to get on a sales call. I do I send a voice I send a voice message and I say, hey. Thank you so so much for reaching out about the video package. Here is my website.

Danny Delvecchio [00:22:57]:
Here’s all the information. There’s testimonials, those samples, their everything on there. Reach back out to me and let me know what questions you have. And half the time, they just buy it then. They just dig the the prices and the the the sign up link is on the website. They just go ahead and buy it, and then they’ll reach back out to you in the DMs and be like, hey. I signed up for the for the package. I’m like, great.

Danny Delvecchio [00:23:18]:
That’s awesome.

Jeffro [00:23:19]:
Yeah. We gotta get out of that viral mentality of hoping that this is gonna go viral. I’ll get millions of views, and then I’ll get all these customers. Right? It’s not that easy. You’ve got to have a plan, Which it’s simple. Like you said, like, post stuff, follow-up with people, repeat, stick with it.

Danny Delvecchio [00:23:35]:
I posted every day For like, in 2023, I posted every day, 365 days on LinkedIn. I did not miss I I think I missed a couple of days, but, because I got sick Or whatever. But in those but I there’s other days that I posted twice. So, you know, if you if you kinda take the average of it, I put over 365 posts up last year on LinkedIn. Right? There was a good period of time where I got nothing. I it took 5, 6 months before people started to Really build that trust and credibility with me, you know, before, like, people were starting to come to me with that Inbound, kind of kind of mentality. But, but, again, it’s it’s It’s so worth, the investment because to be honest with you, most people hate doing the sales part of it. Like, they hate, like, getting on sales calls and, like, it’s kinda awkward and they have to really they they have to go out and sell.

Danny Delvecchio [00:24:34]:
For me, I jump in. If I do have to get on a sales call, it’s very cool. It’s like, cool. What questions do you have about the video service? Just shoot. You’ve already seen, like, you know what I do? You got an idea of who I am? Just what questions do you have?

Jeffro [00:24:48]:
It’s more natural, not forced. Yeah. And and thank you for sharing all that about how long it took you to get Some traction too because that helps give people realistic expectations of what they’re getting into. It’s not gonna be famous tomorrow with all these clients pouring in who recognize you and your brand, But it’s something you can build up over time that does make your life easier and does make your business more money. So, we’re we’re coming at the end of our time,

Danny Delvecchio [00:25:11]:
here Danny. One second. You met you mentioned one thing about viral, and I was going somewhere with the with that 365 days of posting. So I posted every day for 365 days. I did not have one Toast go vibrant. I still grew I still grew over 10,000 followers. Like, I started the year with 2,000 or something like that. And I finished the year with 13,000.

Danny Delvecchio [00:25:32]:
Right? So I still grew 10 following up 10,000 people, I still Still was able to reach a 1000000 people. Like, I reached over my my I had, you know, LinkedIn measures impressions on your content. That’s how many people have viewed your content. Over a 1000000 people viewed my content over the course of 2023. I had 0 posts go viral. I didn’t and, like, So

Jeffro [00:25:55]:
Yeah. It’s not necessary.

Danny Delvecchio [00:25:57]:
It’s not yeah. And people people kind of think, like, kinda depend on that. Like, they say, oh, you know what? We’re gonna go viral, and And that’s how I’m gonna get myself out there. That’s not the best way to get yourself out there. Because when you go viral, you go out to the masses. You go out to, like, everybody. Right? But when you are creating content that is more targeted towards your specific audience that you are looking to Put your information out to like, going viral doesn’t really help you at all because it’s giving you a bunch of views from people that don’t really matter to you.

Jeffro [00:26:31]:
Right. So flash in the pan is not a long term thing that’s gonna help you keep your business growing.

Danny Delvecchio [00:26:36]:
Right. It’s fun, and it’s this dopamine hit. But it’s like it’s not it’s not much other than that, it’s it doesn’t it doesn’t give you, like, any type of credibility.

Jeffro [00:26:45]:
Yeah. Alright. Well, I love this stuff. We could keep talking about it, Danny, but we are, at the end of our time here. So thank you for sharing your wisdom and your experience with us. My friend, Barry Cohen is always repeating the maxim, publish or perish. This used to be something that only academics had to worry about. But As our economy becomes increasingly digital, we as business owners have to adopt that same mentality for social media.

Jeffro [00:27:09]:
So, guys, if you’re not sure where to start, Danny has a free 7 day video challenge to get you moving. So check out the links in the description to connect with him as soon as you finish this episode. Danny, any last words before we close out?

Danny Delvecchio [00:27:21]:
Now the the only thing that I would tell people is it it it is a good investment. It’s definitely worth your time. It’s all about finding out Where your audience is hanging out, meeting them there, speaking to them directly into the problems that they have. And, and then, again, just just putting in, like, A little bit of extra effort, when it comes to your your daily activities to help you kinda amplify that that message out there. And, you know, if you do it and you follow the program, you’re you’re you’re gonna get business. It’s inevitable.

Jeffro [00:27:54]:
Alright. There you have it, folks. Thanks again, Danny, for being here. Thanks to all of you for listening, and I’ll see you in the next episode.