Incite Curiosity 20 Seconds at a Time with LinkedIn Stories
Matthew Ray Scott is one of my LinkedIn heroes. He posts multiple times a day on LinkedIn, sharing valuable strategies for surgeons and medical device reps that I think can work equally well in life science marketing
I asked him why he puts so much effort into LinkedIn content while running his business. It’s because people buy from people. LinkedIn lets you create awareness and build authority which drives marketing expenses down.
I'm no longer surprised when we have creative people on LinkedIn who are spending $0. But they're interesting. A good cup of coffee in the morning, press record. They are leading with value. They're generous. They don't have to be funny. They don't have to be ridiculously good looking. They just have to lead with value. And when they do do people will notice.
The key to that value is solving people’s problems. Where and how can you help them before you make a sale?
No doubt many will say they can’t do this. The question is, “Based on your skill set how can you rip out content quickly with out worrying about whether your hair is messed up?”
Matthew and I have had a few conversations about this. You have to be able to get rid of the head trash that keeps you from sharing what you have to offer. (I might not look professional. I don’t like the sound of my voice.) Pro tip: No one likes the sound of their own voice because it’s not what you expect. Everyone else doesn’t care.
What prompted this conversation was an update to LinkedIn and the availability of LinkedIn Stories on mobile devices. These are twenty second clips of vertical video or static images with text that are only visible for 24 hours.
You can use Stories to “incite curiosity 20 seconds at a time to get people to want to hear more from you.”
That spark of curiosity is key. Matthew says, “If you're not interesting in an endless amount of time, you've got no hope with LinkedIn Stories.” It’s an opportunity also for people to get to know you in a less formal context so you can build a relationship.
Listen to the podcast to hear Matthews formula for short videos that drive business.
A last bit of advice from Matthew: “If you cannot figure out how to create digital relationships and add value virtually, you're going to like irrelevance even less.”
Schedule a 15 minute chat with Chris about content.
About My Guest …
Matthew Ray Scott is the principal and managing director of FEED, a healthcare brand agency helping specialty surgeons build trust with patients and amplify their reputation.
