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CASE STUDY: THE POWER OF VIDEO PODCASTING: FROM ZERO TO 10,878 VIEWS & 651 FOLLOWERS IN JUST ONE YEAR

AT A GLANCE

CHALLENGES

  • Attaining larger audience
  • Understanding LinkedIn
  • Building a brand
  • Better leveraging content

BENEFITS

  • Video podcasting strategy
  • Effective video distribution
  • Digital footprint
  • Creating & amplifying brand

ABOUT

Dan Eisner is a respected figure with 20 years of experience in the Canadian employee benefits industry. He works as an Employee Benefits Advisor at ZLC Employee Benefits Solutions, where he focuses on differentiating and expanding his business.

CHALLENGES

Dan is proactive in addressing issues in the employee benefits space, often before larger firms and organizations. While his email audience engages with his written content, he recognizes the potential for a broader audience and aims to enhance his brand. He sees the opportunity to connect with Human Resources and Finance Professionals on LinkedIn but is unsure where to begin.

THE SOLUTION

During our meeting with Dan, we gained insight into his business goals, which included the desire to expand his audience beyond his existing email database. Dan also aimed to showcase his expertise in addressing issues through compelling content.

Using these objectives, we crafted a Video podcast strategy specifically tailored for LinkedIn with the aim of positioning Dan as an expert in employee benefits and elevating his personal brand.

The first phase of the content marketing plan involved leveraging Dan's pre-existing content. This entailed repurposing industry articles and optimizing them with relevant keywords and digital marketing best practices. By doing so, we accelerated the production of branded video podcasts featuring Dan as the host, and aligning with his goal of broadening his audience and establishing his authority in the field.
“Working with Krista, Angela and Julia at Mintent has been awesome! They have been helping me with my social media strategy and, in particular, my venture into podcasting. I now realize how little I knew coming into this and how much more effective my strategy now is with guidance from the team at Mintent. It really isn’t good enough to have good content, you have to know how to get it out there, and I have learned a lot. I believe I have come a long way and am excited to continue to work with them as there is more exciting territory ahead. Thanks to all of you.”

BENEFITS

DAN EISNER, EMPLOYEE BENEFITS ADVISOR

PHASE #1:

VIDEO PODCASTING STRATEGY
1. Create a LinkedIn Business Page.
(a) This social channel is where Dan houses his conversations and drives business growth through sharing industry relevant content.
2. Grow LinkedIn Business Page Followers.
(a) Mintent provides the framework for Dan to grow his Follower base from 0 to 100 in Month 1 and each subsequent month.
3. Develop Three Video Podcasts.
(a) Mintent used Dan’s previously written articles to inform the podcast scripts. Mintent’s best practice framework allowed Dan to record his videos in his office using Zoom. A special background and ring light made the podcast visual effective and presentable.

PHASE #2:

DISTRIBUTE VIDEOS TO HR & FINANCIAL PROFESSIONALS IN LINKEDIN
1. Position Dan as the go-to Employee Benefits Advisor.
(a) Dan’s written articles and corresponding video podcasts were issued bi-weekly. Hashtag research was conducted and the most industry-relevant hashtags were included in the posts to enhance search discoverability.
2. Grow Dan’s reach and drive new traffic with LinkedIn Articles and LinkedIn Sponsored Ads.
(a) LinkedIn Articles are similar to blog posts but are created through LinkedIn’s publishing platform. This point of content distribution drives traffic to Dan’s LinkedIn Business Page.
(b) LinkedIn Sponsored Ads were used to target HR and Finance Professionals to specifically increase followers, reach, and engagement ratings of Dan’s video podcasts.
3. Growing Dan’s Content Library of Video Podcasts
(a) In Phase 1 & 2, three video podcasts were created. Phase 3 will help Dan grow his content to 13 video podcasts; 2 video podcasts distributed to LinkedIn bi-weekly. Mintent will continue to project manage the process.

PHASE #2 CONT:

4. Growing Dan’s Digital Footprint on Google Search through SEO best practices.
(a) The video podcasts are uploaded and distributed through multiple channels including: YouTube, Spotify, Apple Podcast, SoundCloud, and more. The content is optimized with keyword-rich text including hashtags which all positively impact organic search discoverability.
(b) Dan continues to email his contact database the text-based article supplemented with a thumbnail of the video, which when clicked on, brings the view to his YouTube channel.

THE RESULTS (SO FAR)

After one year of working with Dan, we saw significant improvements in key metrics that underscored the success of our video podcast process.
  • Dan's LinkedIn following has skyrocketed from 0 to 651, with a strong presence of human resource and finance professionals - Dan's ideal audience.
  • Dan's content library now boasts 34 video podcasts.
  • Dan's videos have organically reached 32,556 viewers and an additional 34,985 through Sponsored Ads.
  • Dan's articles have garnered 3,099 views and 7,032 impressions.
  • Dan's LinkedIn Business Page has enticed 737 visitors, with HR and finance professionals dominating the visitor demographics. This showcases the power of RTOWN's strategic hashtag use.
We are excited to continue using our expertise and collaborative approach to enhance Dan Eisner’s online presence further, engage with his audience, and drive sustained business growth.
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