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Dave Gerhardt (Founder of Exit Five, former CMO) and guests help you grow your career in B2B marketing. Episodes include conversations with CMOs, marketing leaders, and subject matter experts across all aspects of modern B2B marketing: planning, strategy, operations, ABM, demand gen., product marketing, brand, content, social media, and more. Join 4,400+ members in our private community at exitfive.com.
Tim Davidson [00:00:00]:
1234. Exit, exit, exit.
Dave Gerhardt [00:00:15]:
Tim, it's funny to see you on the actual video. When I see that background and you have that shirt and the background on, I'm like, I think I'm watching one of your videos. That must be annoying, though. Everybody says that. People say it to me like, I feel like I know you from the podcast. When you put yourself out there like that, everyone feels like they already know you before they hang out with you.
Tim Davidson [00:00:32]:
Well, I actually kind of like it.
Tim Davidson [00:00:33]:
Especially when you go to events or something and someone sees you. I feel like the conversation just goes better because they think they know you, which is fair.
Tim Davidson [00:00:40]:
And hopefully they do know me.
Tim Davidson [00:00:41]:
Yeah, or they feel like they know.
Tim Davidson [00:00:43]:
Me as long as I'm just, like.
Tim Davidson [00:00:44]:
The right person doing the right thing.
Dave Gerhardt [00:00:45]:
Well, I think that's what's cool about video as a channel, too. I think you can hear somebody's voice and see their mannerisms a little bit, and it's a little bit different. I often will meet with people and they're like, you're so much different. You're way nicer and different than I think that you come across on the way you write on LinkedIn. Sometimes I'm like, really?
Tim Davidson [00:01:05]:
Oh, yeah.
Tim Davidson [00:01:06]:
That's the more interesting part is, like, when you only see people because of the profile picture, and it's maybe like older profile picture, and then you actually see them and it's like this awkward, like.
Tim Davidson [00:01:14]:
Right.
Tim Davidson [00:01:15]:
Oh, I do know you, but recognize the face.
Tim Davidson [00:01:17]:
Yeah.
Dave Gerhardt [00:01:18]:
I used to be 64 and, like, insanely jacked, and now I'm just a little old man.
Tim Davidson [00:01:25]:
I don't know. Your arms.
Dave Gerhardt [00:01:27]:
Thank you. It's like I got all angles.
Tim Davidson [00:01:30]:
At least the shadows and the angles look good.
Dave Gerhardt [00:01:32]:
That's why. I mean, that's half of the game we hired here. I hired people into the company. I got more time for arms, and it's obviously showing. Speaking of arms, you're the crazy guy who went to a trade show, and this is the ultimate, like, this great front delts. Is that what that is? You standing there holding that sign forever? Where was that?
Tim Davidson [00:01:51]:
Dreamforce.
Tim Davidson [00:01:51]:
I've done it probably, like eight events, but, yeah, dreamforce, saster, all of them.
Tim Davidson [00:01:56]:
My records.
Tim Davidson [00:01:57]:
I think my record now is four minutes.
Tim Davidson [00:01:59]:
And I have a video on.
Tim Davidson [00:02:00]:
I just can't remember exactly what it was, but four minutes, 37 seconds, holding.
Tim Davidson [00:02:03]:
It's pretty good.
Dave Gerhardt [00:02:04]:
All right, I want to talk about your content, you and creating content. But first, just backstory. I think a lot of people that will listen this podcast will feel like they've seen your content on LinkedIn, but many people, maybe beyond the surface level.
Tim Davidson [00:02:16]:
Don'T know who you are.
Dave Gerhardt [00:02:17]:
So share your story a little bit. Who you are, what you've done for work, and what your experience in b two B marketing has been to date. Little career rewind?
Tim Davidson [00:02:25]:
Yeah, absolutely. I actually went to school for zoology. That never worked out because I failed at biology. But I came back to marketing, still wanted to be a hyena trainer, but ended up just training people to buy things, which is kind of cool. But I currently am.
Dave Gerhardt [00:02:39]:
Hold on. The podcast host in me is not going to let you just gloss over that. Yeah, I was a zoologist and I was training hyenas anyway, so I got into marketing. Like, excuse me, what?
Tim Davidson [00:02:51]:
I'm sorry, sir. Well, that was my goal.
Tim Davidson [00:02:53]:
I wanted to be a hyena trainer.
Tim Davidson [00:02:54]:
Because I saw it at the zoo.
Tim Davidson [00:02:56]:
I saw that the trainers just training the hyenas, I just thought it was the coolest thing. I'm a big nature love kind of thing, and first days college was going.
Dave Gerhardt [00:03:06]:
To be a zoologist and it was hyenas specifically. Is a hyena a cat?
Tim Davidson [00:03:12]:
No.
Dave Gerhardt [00:03:13]:
I'm trying to think about what family.
Tim Davidson [00:03:14]:
Is a hyena in.
Tim Davidson [00:03:15]:
I don't technically know, but I'm assuming they're more in the. It might be like a mix of a dog cat.
Dave Gerhardt [00:03:20]:
All right, so what I'm saying is it had to have been a hyena or were there any species of large cats that you would have been happy to train?
Tim Davidson [00:03:26]:
Any species. I think dolphin was the next step, just because I grew up loving dolphins and I've swam with dolphins before, and I just loved it. So all those things made me want to be like a trainer.
Tim Davidson [00:03:36]:
Sure.
Tim Davidson [00:03:37]:
But I just failed out of biology. So I went to the easiest course.
Tim Davidson [00:03:41]:
Which was business and marketing.
Dave Gerhardt [00:03:44]:
Wow. I feel so good about myself.
Tim Davidson [00:03:48]:
Well, I ended up loving it, which is good. But right now I work at a company called. Well, I started a company called B two B riz. It's an ABM with LinkedIn ads consulting firm. Basically, that's just me. I'm just trying to do great work. But my background for the last four years, I worked at a company called Directive, which is a performance market agency. And I for B two B SaaS, and I started off on the client side, but grew into only being marketing for the marketing agency.
Tim Davidson [00:04:12]:
And we grew from 30 employees when I started to 160. And throughout that, loved it, learned a lot, went to events, held signs, cut fruit and interviewed people. It was really amazing. But I saw a little gap in just. There's that trend, too. I say good marketers, just a lot of the marketers that were in house, either they get let go or they're just kind of moving on and being.
Tim Davidson [00:04:35]:
Working with companies solo.
Tim Davidson [00:04:38]:
I thought that, I love that trend, and I saw an opportunity and took it.
Tim Davidson [00:04:42]:
All right.
Dave Gerhardt [00:04:42]:
I got a bunch of things to.
Tim Davidson [00:04:44]:
Go back there on first.
Dave Gerhardt [00:04:46]:
Just more broadly, were there things about you? You were going to study biology and zoology, but are there things about you as Tim that you see now that are embedded traits of what might make you good at marketing, or did you go and learn? Cause, like, I found out about myself over the, like, oh, yeah, I always, I was just kind of into writing and storytelling and did a bunch of public speaking and would always be the person somebody would ask to help my college roommate. Can you look at this? I tweaked the headline. I see that now. And I'm like, oh, that's a lot of what I do today. And I can see the threads. But for some people, it's like, no, I just got into marketing. For me, it was like, oh, I got into it because I sucked at everything else and I didn't have a job, and I found a pr internship at a time when I was broke, and I just kind of went that path.
Tim Davidson [00:05:31]:
You know what I'm saying?
Tim Davidson [00:05:32]:
Yeah. I mean, the real reason was because it was the easier course, and I played sports in college, and I just needed something that was fast and easy.
Dave Gerhardt [00:05:39]:
Right.
Tim Davidson [00:05:40]:
Just so I didn't fail out. But I did love psychology and I love kind of the meaning behind why someone does something. I think that has played a part in my background and even the successes.
Tim Davidson [00:05:51]:
I've had, because I always like to.
Tim Davidson [00:05:53]:
Think a little bit differently. And I think that kind of plays into psychology at some point.
Dave Gerhardt [00:05:56]:
But where does your creativity come from? Obviously, you got to be into writing and scripting and somewhere in your history.
Tim Davidson [00:06:02]:
It's actually a hard question for me.
Tim Davidson [00:06:04]:
Because I would say I kind of grew up like that.
Tim Davidson [00:06:07]:
I always had, like, a creative mind. I would also say, though, I try to give myself a lot of time to be creative, and I've just learned.
Tim Davidson [00:06:15]:
Over the years what makes me come.
Tim Davidson [00:06:17]:
Up with these ideas or lets me have more freedom to do things that might be creative. And then obviously, just over the last few years, as I've seen the creativity.
Tim Davidson [00:06:27]:
Kind of work, then I just went.
Tim Davidson [00:06:30]:
All in on it and I just tried more outlandish things or different things than everyone else was doing, and it just worked so I just got to keep going.
Dave Gerhardt [00:06:38]:
And was there point in time, like when you started creating content on LinkedIn.
Tim Davidson [00:06:42]:
For example, were you like, I'm going to try at some point.
Dave Gerhardt [00:06:46]:
You must have had this idea to try your first video.
Tim Davidson [00:06:48]:
Yeah.
Tim Davidson [00:06:49]:
Do you remember that?
Tim Davidson [00:06:50]:
I do. So before I started videos, I was doing a lot of text posts pretty consistently for about six to eight months.
Tim Davidson [00:06:56]:
And I was just running out of.
Tim Davidson [00:06:57]:
Ideas on things to do and I just saw like a plateau. And then the video part came from.
Tim Davidson [00:07:03]:
Because this was kind of the TikTok.
Tim Davidson [00:07:05]:
Was already here, but a lot of people are. I just started getting obsessed with TikToks and just watching, observing what I was actually watching. I was like, oh, I feel like.
Tim Davidson [00:07:16]:
I could do this.
Dave Gerhardt [00:07:17]:
Do this, meaning like make that style.
Tim Davidson [00:07:19]:
Of video about a topic 100%. I feel like I could do this. And don't get me wrong, what 1st 20 videos sucked.
Tim Davidson [00:07:25]:
They were terrible.
Dave Gerhardt [00:07:26]:
And wait, did you have any video editing experience? Like, did you film entirely on your phone and figure it out? Where were you on the video side spectrum in 2014?
Tim Davidson [00:07:36]:
I had a GoPro, so I tried video editing, but I didn't do anything. Since then I didn't have any experience. I went on YouTube, looked up how to use cap cut, which is the app I use, and just kind of went down the rabbit hole from there.
Dave Gerhardt [00:07:49]:
Did you pick that app to do this with on purpose?
Tim Davidson [00:07:51]:
I just picked an app. It wasn't like purposely just because I've heard of it. It was more like that was the first app I saw and it was free.
Dave Gerhardt [00:08:00]:
Is this for editing videos on your phone?
Tim Davidson [00:08:02]:
You can use it for the desktop too. But I do a lot of my editing on the phone. Actually, that's my camera. Like, I bought an extra phone for my camera.
Dave Gerhardt [00:08:11]:
I love that. I'm trying to unpack that because I like to hear. I just think people miss. I don't know if miss rate is the word, but you just got to kind of just not to be overly Gary Vee on you, but you kind of just have to start. And that is the thing that people just miss. It's like, man, I still make this mistake. Now we're working on new things for exit five and I had this other idea and I was trying to make it too perfect and thinking about what the finish thing. I was like, you know what, I need to just do a little bit of this every day and don't really care.
Dave Gerhardt [00:08:42]:
And I follow this guy on Instagram. His name is Colin Landforce and he talks about golf brands and he's very into consumer products, and he's always breaking down brands and everything. And he found this one, like, creator. This person made interesting looking bags out of leather and stuff, and he scrolled all the way back to the beginning of this guy's page. And he's like, three months ago, this guy was literally making the shitty videos that you and I make. And I think about that all the time. I'm like, at some point, you just do enough of these and that one thing hits, and then you build. And now you've been doing it for so long, you're better.
Dave Gerhardt [00:09:17]:
You know how to use the tools better. It's like, I've been having a podcast for ten years. I know how to use the tools a little bit now. And I think we just underrate that in so many examples. But you must have gotten into it without any expectations. Then you're just like, fuck it. I'm just going to start doing this and don't care where it goes.
Tim Davidson [00:09:34]:
I wouldn't say I said fuck it.
Tim Davidson [00:09:36]:
The first video I created, I edited.
Tim Davidson [00:09:38]:
It as much as I could. I spent tons of time on it. I sat on it for about ten days before posting.
Dave Gerhardt [00:09:43]:
Oh, so you're the opposite of me. You didn't say fuck it. You're like, I can't possibly post it. What was your thought? Were you worried about it?
Tim Davidson [00:09:50]:
Yeah, 100%. I was worried about what people would say. I only did text posts before that.
Tim Davidson [00:09:53]:
I maybe put a picture out or here and there.
Dave Gerhardt [00:09:55]:
What was the first video? Just for context, it was a skit.
Tim Davidson [00:09:58]:
I was doing characters, so me and someone else, and it was around Christmas time, and I think the video was something like that friend that always needs.
Tim Davidson [00:10:06]:
Leads or something like that.
Tim Davidson [00:10:08]:
I can't remember exactly what it was, but I gave a gift box that.
Tim Davidson [00:10:11]:
Had a lock on it, and it.
Tim Davidson [00:10:12]:
Was a gated lead. It was such a silly thing.
Dave Gerhardt [00:10:15]:
Yeah, no, I get it, though, because you're like, if people have only seen the text post, basically, you're like, all of a sudden now performing, and you're like, whoa. I didn't know he could do an impression, and I didn't know that. It's like, I had contacts my whole life, and one day I didn't have my contacts, and I had to wear my glasses to the office, and everyone was like, whoa, whoa. I didn't know you wore glasses. It's like, all right, get over it. When you post that first video, all of a sudden it's like, oh, now Tim's like, this video guy, what does he think he's acting or something? And I get.
Tim Davidson [00:10:46]:
But.
Tim Davidson [00:10:46]:
And then the beauty know, I knew.
Tim Davidson [00:10:49]:
Some people from LinkedIn, so all the comments were good because they're just nice.
Dave Gerhardt [00:10:55]:
Go. That's because you didn't post it to Twitter first. If you went Twitter here first, you would have been toast.
Tim Davidson [00:10:59]:
Yeah, that's a whole nother world. Or TikTok. TikTok will rip you apart.
Dave Gerhardt [00:11:03]:
And so did you make a decision to just focus on LinkedIn?
Tim Davidson [00:11:07]:
Like, I want to make these videos.
Dave Gerhardt [00:11:08]:
But I don't want to be in the TikTok world.
Tim Davidson [00:11:10]:
Yeah. So when I first started, I was doing LinkedIn and TikTok. Well, as I got the videos better, I was like, I'll do a LinkedIn and TikTok.
Dave Gerhardt [00:11:18]:
It's a cat's butt in this video right now.
Tim Davidson [00:11:20]:
It's so perfect. I did TikTok and I tried Instagram reels and YouTube shorts for a long.
Tim Davidson [00:11:25]:
Time, but I was just seeing way.
Tim Davidson [00:11:27]:
More traction on LinkedIn. And so I just told myself I can spend more time on LinkedIn and see much more traction, which sucks also.
Tim Davidson [00:11:35]:
Because now I'm pigeonholed and I'll repurpose.
Tim Davidson [00:11:38]:
Sometimes to TikTok, but it's really just all LinkedIn for me because I see more value from it right now.
Dave Gerhardt [00:11:43]:
I know that's how it is for me. I could spend all these times on any other channel, but when I do anything on LinkedIn, it works. Your thought. What's your opinion of Twitter?
Tim Davidson [00:11:53]:
I recently am trying to go back.
Dave Gerhardt [00:11:55]:
On the game, so I'm curious to.
Tim Davidson [00:11:57]:
Hear what your opinion is. It's one of those things where I would love to.
Tim Davidson [00:12:01]:
It's just I can either spend more time on LinkedIn. If I was going to spend more time on anything else, it would be YouTube, because I still think I need to get there. It's just been on my to do, like, I have a post a note about it.
Dave Gerhardt [00:12:13]:
You've made a thousand videos. You have a posted address that says YouTube.
Tim Davidson [00:12:16]:
Well, I have. It's just the problem with YouTube is the YouTube shorts is 1 minute. All my LinkedIn videos are like, minute and a half. And then the longer videos, you need, like, a different setup.
Dave Gerhardt [00:12:26]:
So it's like, the issue is not. It's not a repurposing issue. It's like, if you want to go do YouTube, you got to shoot new content for it.
Tim Davidson [00:12:33]:
100%, yeah. And is this your lane?
Dave Gerhardt [00:12:37]:
Tell me about now. So now you've been making videos for a while.
Tim Davidson [00:12:40]:
How do you figure out how often to make videos. Do you have a goal?
Dave Gerhardt [00:12:45]:
Take me into the process and what you're doing weekly. I'm interested.
Tim Davidson [00:12:48]:
I'm not as detail oriented as that. I don't have like a schedule, I guess.
Dave Gerhardt [00:12:53]:
Such a creative. Such a creative. I don't know. I don't have a schedule. When ideas come, you get a video, Dave?
Tim Davidson [00:13:01]:
Pretty much. Well, not mean I try to do as many as possible. It just depends on how much time and what I'm doing.
Dave Gerhardt [00:13:08]:
But does something drive it? Like, now that you have your own business, is it going to be, do you see like, yeah, I want to build a bigger audience on LinkedIn because it helps my business, or is it just like, truly, it's fun to do, and if I happen to think of a video this month, I'll make one.
Tim Davidson [00:13:23]:
It is fun to do. From my experience, they perform better than.
Tim Davidson [00:13:27]:
Text for me now, and so I.
Tim Davidson [00:13:29]:
Will default to video. Whether that's about something about my business or I don't talk about a lot of different things. It's pretty pigeonholed.
Dave Gerhardt [00:13:37]:
You either have a video or like some rant about something on text.
Tim Davidson [00:13:41]:
Yeah, pretty much, yeah.
Dave Gerhardt [00:13:43]:
And just out of curiosity, I don't know if business value is the right word, but is it worth you not writing anything for two weeks on LinkedIn, but using that two weeks to make an awesome next video and just posting that video? Is that better than if you were posting something every day for two weeks?
Tim Davidson [00:14:01]:
I actually don't think so. I actually feel like there's a lot.
Tim Davidson [00:14:03]:
Of value in posting more consistently. Luckily, my videos don't take two weeks, so I don't have to worry about that. They maybe take now, they maybe take an hour, hour and a half.
Dave Gerhardt [00:14:13]:
So you're trying to go for the best of both worlds. You're like trying to make good content and pros frequently, 100%.
Tim Davidson [00:14:19]:
Yeah. I mean, actually I found my best kind of frequency is twice a day. Now, that's hard, I know, with videos and text, but that would be my best kind of frequency if I can get to that.
Dave Gerhardt [00:14:30]:
What common mistakes do you see? People that want to focus on LinkedIn as a content platform, whether to help their company grow, they have a consulting practice, or they're a freelance designer or marketer, what mistakes do you see? A lot of people that don't actually get traction.
Tim Davidson [00:14:49]:
I think it's all the classic ones. One not starting. I mean, if you don't start, you're screwed.
Tim Davidson [00:14:54]:
I think there's also just, and I.
Tim Davidson [00:14:56]:
Don'T know how to frame this. But there's some people that are better at seeing what works and what's not and kind of adapting than others.
Tim Davidson [00:15:03]:
I feel like there is some people.
Tim Davidson [00:15:04]:
That will just post every single day and they just don't adapt as well as some others or try something new and it just kind of gets the same kind of traction, which is not.
Tim Davidson [00:15:14]:
Much how important is having a niche.
Dave Gerhardt [00:15:17]:
Or having a topic though in that, because I think I've even noticed this in myself for basically all my social grew when I kind of just talked about marketing and specifically b two b marketing.
Tim Davidson [00:15:29]:
Now, as Dave, as a human with.
Dave Gerhardt [00:15:31]:
A brain and feelings, I'm like, I'm so much more than that.
Tim Davidson [00:15:35]:
However, that doesn't work to drive traffic.
Dave Gerhardt [00:15:38]:
And build growth online for whatever reason. And so I found myself like when I just used social for fun and was just talking about, here's what I'm doing and I did this thing and here's a work thing, it doesn't work. Now that I'm kind of like focusing exclusively on exit five and b two b marketing as the content, the social stuff has been growing very fast. Again, I think there's a lesson in there. Like I've seen somebody like if you look at like a Justin Welsh, he blew up in the last year or two. He didn't really talk about 15 different topics. All he did was talk about solopreneurship. Here's how to build this, here's how to quit your job.
Dave Gerhardt [00:16:13]:
Here's a blah blah railing against throwing rocks at the company side. And I think that works well. Do you think if you just made stuff about all industries, how much of your focus on b two B marketing has been intentional as a strategy here.
Tim Davidson [00:16:26]:
To your point, mine especially has been very intentional.
Tim Davidson [00:16:29]:
I also think, yes, you do need.
Tim Davidson [00:16:31]:
To niche in now don't get me.
Tim Davidson [00:16:33]:
Wrong, just an example for me.
Tim Davidson [00:16:35]:
I talk about b two B marketing. I talk about probably very specific things, but it's more than just one topic. I could just talk about LinkedIn ads all day and Abm all day.
Tim Davidson [00:16:44]:
But I also talk about the b.
Tim Davidson [00:16:46]:
Two B vine process because I also.
Tim Davidson [00:16:47]:
Think that plays into further funnel of.
Tim Davidson [00:16:50]:
Your LinkedIn ads and Abm b two B events because I find those very interesting. That's a part of ABM.
Dave Gerhardt [00:16:55]:
But do you find yourself like when you go to create content, you have the I'm like Tim, thinking about b two b stuff. You're not just like randomly posting personal anecdotes on LinkedIn?
Tim Davidson [00:17:05]:
Yeah, for me it always starts with b two b stuff. That said, I do like to sprinkle in personal stuff. An example of that is, I just.
Tim Davidson [00:17:14]:
Made a video where I made a crib while talking about ABM.
Dave Gerhardt [00:17:20]:
So you were putting together a crib?
Tim Davidson [00:17:22]:
I was putting together a crib and talking about ABM at the same time. So I sprinkle in personal stuff.
Dave Gerhardt [00:17:26]:
Love that.
Tim Davidson [00:17:27]:
Like that.
Dave Gerhardt [00:17:28]:
Did you just get the crib for fun, or are you expecting a child?
Tim Davidson [00:17:31]:
Expecting a child.
Dave Gerhardt [00:17:32]:
Congratulations.
Tim Davidson [00:17:33]:
First one. First one. Yep, in May.
Dave Gerhardt [00:17:35]:
It's awesome. Best thing that ever happened to me. I'm very excited, very hands down, and I love that. It's a rite of passage, putting that crypt together. And only a true creator would also film that process.
Tim Davidson [00:17:46]:
Well, that's the funny thing. My wife was like, oh, I'll help you do that.
Tim Davidson [00:17:48]:
And I was, got this, I got this. I got it.
Tim Davidson [00:17:54]:
I'll do this right now.
Dave Gerhardt [00:17:55]:
Don't even worry about it.
Tim Davidson [00:17:56]:
I also get awkward if someone's watching me do it. It just sounds so weird.
Dave Gerhardt [00:18:01]:
You follow that guy, Nikki Cass, you.
Tim Davidson [00:18:02]:
Know who that is?
Tim Davidson [00:18:03]:
I do, but I don't follow. I know who that is, though.
Dave Gerhardt [00:18:05]:
He makes, like, videos of, like, he just does impressions and he's pretending to be, like, an umpire or he makes videos that's like, yeah, he makes pizza sometimes. Or he'll be like, NFL mic'd up videos. Be like. And he's out in his backyard and he's in his clothes, and he's just like. He's dressed like a maniac, and he's tackling these trash bags of leaves and everything. It's just like the life of a creator.
Tim Davidson [00:18:28]:
You're like, the other side of that, right?
Tim Davidson [00:18:30]:
It's so funny. He's got, like, the neighbor that's watching sometimes.
Dave Gerhardt [00:18:33]:
Yeah. And he'll make an impression of them. He's like, brenda, he's over there again, tackling the bags and stuff. And I just think of, like, your wife is like, all right, Tim, just go put that crib together. Let me know when it's done.
Tim Davidson [00:18:43]:
It's pretty much how it goes. Same with, like, fruit cutting or anything. I have so many knives now. She's just like, all right, do your thing.
Tim Davidson [00:18:50]:
All right.
Dave Gerhardt [00:18:50]:
And then, wait, where did the fruit cutting? So the fruit cutting was like a later edition right in my head, at least. I saw you as this guy who's talking about b two b marketing, but he's doing this in a kind of fun TikTokish style. Then I think you created this super niche of. You started doing it while cutting fruit, which is like a genius creative hook move. But where the heck did that come from?
Tim Davidson [00:19:18]:
Well, I think there's a theme here. I was actually running out of ideas with the skits, too, because you can't really talk about a certain topic and kind of like when you have to do a skit with it. And I hate talking head. It's just not for me. It never worked for me, just talking head and actually TikTok. I watched myself watching a couple of things. People telling stories while they were cooking, unboxing videos and telling stories. And then someone was actually cutting in pineapple, but he's doing a voiceover.
Tim Davidson [00:19:46]:
And so I tried all three.
Tim Davidson [00:19:48]:
I tried the fruit cutting, cooking and unboxing. Fruit cutting hit. I was like, all right, I can go with so many knives, so many different types of fruit.
Tim Davidson [00:19:58]:
I've learned a lot about a fruit since then.
Tim Davidson [00:20:00]:
So many avenues there.
Tim Davidson [00:20:01]:
So I went with it.
Dave Gerhardt [00:20:02]:
And then is that a less scripted video? Like, are you truly just ranting and cutting fruit and then you're going to go edit that to be a little tighter later?
Tim Davidson [00:20:10]:
Pretty much. I always start with a topic and there's maybe like bullet points.
Dave Gerhardt [00:20:13]:
It's kind of like a really good prompt, actually. So I was working with this guy the other day, and they were like, hey, we'll make a bunch of video clips of you. I'm going to interview. We'll make a bunch of video clips you can use for social. And I was like, yeah, I'm good on camera. I got this and I was really bad at. It was really hard. He'd ask me a question and he'd.
Tim Davidson [00:20:29]:
Be like, but it was things like.
Dave Gerhardt [00:20:31]:
Three hot takes about social media, and I'm like, I'm really bad at coming up with things on the spot like that. Right. But there's something about that format which is almost like going for a walk and you're just like, all right, I'm just going to talk about SEO while I make a salad.
Tim Davidson [00:20:47]:
Right?
Dave Gerhardt [00:20:47]:
It's kind of like a genius little.
Tim Davidson [00:20:49]:
Trick to get content out.
Dave Gerhardt [00:20:50]:
And it happens to be fun to film and make for interesting watching.
Tim Davidson [00:20:54]:
Yeah. And don't get me wrong, it says behind the scenes there has been times where I'll be editing and be like, I got to add this in and I'll get another piece of fruit and I'll get the same shirt on and I'll just start trying to cut. Sometimes it's not in order, but no one really notices, luckily.
Dave Gerhardt [00:21:09]:
So you have to go back and add that scene you're not going to.
Tim Davidson [00:21:12]:
Not always. Sometimes I'm like, oh, this hook would have been way better. There's just like things like that I'll add in.
Dave Gerhardt [00:21:17]:
And then we talked a little bit about what's the mistakes people make? Do you see any mistakes with video?
Tim Davidson [00:21:24]:
Like, can you just take a video.
Dave Gerhardt [00:21:26]:
Upload it to LinkedIn? How much does a thumbnail matter? That type of stuff? Are you noticing anything interesting there?
Tim Davidson [00:21:32]:
I don't have real data on this. I always add a thumbnail, but it's.
Tim Davidson [00:21:35]:
Basically just a title text for the first 2 seconds.
Tim Davidson [00:21:39]:
And I feel like that's what I use the thumbnail for, LinkedIn.
Dave Gerhardt [00:21:42]:
But it's like a screenshot of the video and it has title on it, or it's separate and it's just a title.
Tim Davidson [00:21:47]:
Yeah. So it's just whatever the video would be. And I just add a title and mine are always green and it has like white text. And so it's not technically a thumbnail, but I think of it as the thumbnail and then whatever is behind it is just the start of the video.
Tim Davidson [00:22:01]:
Right.
Tim Davidson [00:22:01]:
I feel like that works when I've not done it. I don't think you get people to stop as much depending on your title.
Tim Davidson [00:22:07]:
Got it.
Tim Davidson [00:22:08]:
The first 2 seconds also matter.
Tim Davidson [00:22:09]:
I've found, oh, I'm seeing.
Dave Gerhardt [00:22:11]:
I'm looking at one. Right.
Tim Davidson [00:22:12]:
Yeah, yeah, I got it.
Tim Davidson [00:22:13]:
Yeah. You see the green?
Dave Gerhardt [00:22:14]:
Yeah.
Tim Davidson [00:22:15]:
I've had people say now that I.
Tim Davidson [00:22:17]:
See the green, or even my, what's.
Tim Davidson [00:22:19]:
Called the background music, people are like, oh, that's Tim's video. I'm like, oh, that's like. I try to do more of those now where people associate me with a certain thing.
Tim Davidson [00:22:27]:
And that's why I think of like the thumbnail. Yeah, nice.
Dave Gerhardt [00:22:30]:
I'm just lost on your page now.
Tim Davidson [00:22:32]:
Then, 1st 2 seconds I found has mattered. Like a cut. Like getting people to those cuts, like the first 2 seconds and then you can.
Dave Gerhardt [00:22:40]:
Oh, so it's like an intentional hook. Like you have the text. This is, are we over chat bots for b two b yet? The first 2 seconds of the video, the screen starts with a green background text with you behind it. Are we over chat bots for b two b yet? And then you catch an onion right.
Tim Davidson [00:22:55]:
Out of the gate.
Dave Gerhardt [00:22:56]:
I think that's an onion, maybe garlic or a pepper. Just trying to paint a picture for those listening at home.
Tim Davidson [00:23:03]:
You'll notice on that too. So I think of it as a thumbnail, even though it's just part of the video. There's googly eyes on a pepper.
Dave Gerhardt [00:23:09]:
There is. So there's things like that.
Tim Davidson [00:23:10]:
I try to sneak in there, too, that help, and people will comment on it. And to me, I think that's a win.
Tim Davidson [00:23:16]:
Yeah.
Dave Gerhardt [00:23:16]:
And this is being filmed on your iPhone.
Tim Davidson [00:23:18]:
All on the iPhone.
Dave Gerhardt [00:23:19]:
All on the iPhone. And you got a bluetooth, like, lab mic or something on your apron.
Tim Davidson [00:23:24]:
Yeah, it's a Hollyland. I think it was, like $100 on Amazon.
Dave Gerhardt [00:23:30]:
Shout out to Hollyland. Thank you.
Tim Davidson [00:23:32]:
Yeah.
Tim Davidson [00:23:32]:
And Lollipop, give that sponsor here.
Dave Gerhardt [00:23:34]:
It's Ollipop, not Lollipop. Jeez, dude, there goes the sponsorship.
Tim Davidson [00:23:40]:
You might get, I don't even know, Lollipop brand, but maybe that's the brand.
Tim Davidson [00:23:44]:
Yeah.
Dave Gerhardt [00:23:45]:
Also, shout out to umbald if you didn't know at home, shout out to imperial hats.
Tim Davidson [00:23:49]:
It's a great hat.
Dave Gerhardt [00:23:50]:
Exit five hat. Thank you for that. So, yeah, lollipop, if you're listening, or Lollipop. We'll take either one. We'll take either one. This is cool. A little breakdown. I like those little nuggets.
Dave Gerhardt [00:24:01]:
Make the video. What is this guy talking about? Does he have googly eyes on a banana? All right. Yeah. And then what about.
Tim Davidson [00:24:11]:
Okay, so the thumbnail matters, but it's.
Dave Gerhardt [00:24:14]:
Really the edit and the scripting matters. Like, you got to have that hook. And that's true for all these platforms today.
Tim Davidson [00:24:20]:
Yeah. That's so important.
Dave Gerhardt [00:24:21]:
And does the hook have to be something you say, or is it like the fact that you caught this onion?
Tim Davidson [00:24:27]:
Was that your hook for something like that?
Tim Davidson [00:24:29]:
It could be either. It could be something you say because mine are naturally cutting fruit or something. Those have worked for me. If I have a pineapple and that's the first cut, and it's like it from an axe. That's a good hook because that, like. Okay, it's like that. Step back. What's going on?
Dave Gerhardt [00:24:45]:
And do you edit.
Tim Davidson [00:24:46]:
Where do you edit the cap cut? Cap cut. Cap cut app?
Tim Davidson [00:24:50]:
It's actually.
Tim Davidson [00:24:52]:
But it's called cap cut.
Tim Davidson [00:24:53]:
It's an app on the phone also for desktop. And I just add it right on the phone.
Tim Davidson [00:24:57]:
It's an easy way to edit cap cut.
Dave Gerhardt [00:24:59]:
And then what do they do? You can do captions and all your animations and everything in there.
Tim Davidson [00:25:03]:
Oh, yeah, you can do everything.
Tim Davidson [00:25:04]:
Captions, you can do, like, the captions that they have, like, animation captions. And you can add the cuts on there. You can edit fully. You can add in audio. You can add in.
Tim Davidson [00:25:16]:
What's it called? Like, transition stuff. It's got everything.
Dave Gerhardt [00:25:18]:
So I want to talk about you starting b two b riz in a second. But while we're still talking about video, did you ever contemplate creating a business in this space?
Tim Davidson [00:25:28]:
No, I technically do in the sense of it's not really video, but I have sponsorships, so it's part of the kind of income.
Dave Gerhardt [00:25:38]:
Yeah, I mean, you've kind of cracked an interesting playbook. And a lot of people are trying to figure out what works on social. Like, you could have packaged that up and help other companies or people do something similar.
Tim Davidson [00:25:48]:
I wonder. Yeah, it's never really crossed my mind. I wonder if that's because I like.
Tim Davidson [00:25:56]:
Doing it the way I do it. And I know that's not going to work for everyone, so I don't want to sell something like that.
Tim Davidson [00:26:02]:
Yeah, I'll help people.
Tim Davidson [00:26:03]:
I'll give tips where I can. But I'm not sure if my system would work for a lot of people.
Dave Gerhardt [00:26:09]:
And it's so character driven. You have a vision for this. It's got to be done in your personality.
Tim Davidson [00:26:15]:
That's the thing. The personality, I think, helps with it. And obviously not everyone's going to have the same personality.
Tim Davidson [00:26:21]:
So I don't know if I can. What I do would help with others.
Tim Davidson [00:26:24]:
I think that the concepts work. It's just more of the nitty gritty stuff.
Tim Davidson [00:26:28]:
Yeah.
Dave Gerhardt [00:26:29]:
Let's spend some time on ABM. Also, is the Riz. Is that slang for charisma?
Tim Davidson [00:26:35]:
It is.
Dave Gerhardt [00:26:36]:
Somebody told me that the other day. They said, this has, as the kids say, the Riz. And then I just put that together that this is the Riz.
Tim Davidson [00:26:43]:
It is.
Tim Davidson [00:26:44]:
I think a lot of people just don't understand it, which is fine with me.
Tim Davidson [00:26:46]:
But I also like the name.
Dave Gerhardt [00:26:47]:
They don't understand it. Please. There are way worse names, and I don't know what they mean.
Tim Davidson [00:26:54]:
True. I bought the domain, like, months ago. What did people want you to.
Dave Gerhardt [00:26:59]:
I'm starting my new ABM agency, growthimpact IO. This is what better b two b riz.
Tim Davidson [00:27:05]:
There you go.
Dave Gerhardt [00:27:06]:
And sorry to growth impact if you're offended by that.
Tim Davidson [00:27:09]:
IO, though. That's always cool.
Dave Gerhardt [00:27:11]:
The IO always works because you can't get a freaking domain. That's a real issue. There are no left?
Tim Davidson [00:27:18]:
No, no. Not even close.
Tim Davidson [00:27:20]:
Right.
Dave Gerhardt [00:27:20]:
All right. So anyway, so you decide to go on your own.
Tim Davidson [00:27:24]:
You teach people, you do ABM consulting. What does that mean?
Dave Gerhardt [00:27:28]:
What does ABM mean? What do you mostly help people do?
Tim Davidson [00:27:32]:
Yeah.
Tim Davidson [00:27:32]:
So I've actually niched down into ABM with LinkedIn ads. And the reason I did that, because I don't think of ABM as the very targeted one to one.
Tim Davidson [00:27:42]:
That can be it.
Tim Davidson [00:27:43]:
That's fine. Or 100 account lists. I think of it as more, just a more targeted approach to demand generation or marketing. It's pretty much the same thing.
Tim Davidson [00:27:54]:
And so I run a lot of ABM campaigns and anything.
Tim Davidson [00:28:00]:
However, with 100 account lists, with 10,000 accounts, LinkedIn ads has always been the best place for the results and distribution. And so I decided to just go all in on it, because you don't need an ABM platform for LinkedIn.
Tim Davidson [00:28:12]:
And so I help people build out.
Tim Davidson [00:28:15]:
A strategy, execute on a strategy that's going to help them get more revenue and pipeline from target accounts. And the caveat there is the target account list does not have to be 100. Well, this is great.
Dave Gerhardt [00:28:26]:
All right, so let's talk about LinkedIn ads, then. People will enjoy this.
Tim Davidson [00:28:31]:
So what's the first step? It's something.
Dave Gerhardt [00:28:35]:
Why LinkedIn? And then what would you consider advertising on LinkedIn?
Tim Davidson [00:28:39]:
So why LinkedIn? Because at least in my opinion, is the best place for b to b ever. The things you can do on LinkedIn are crazy from an ad targeting standpoint.
Tim Davidson [00:28:51]:
Yeah.
Dave Gerhardt [00:28:51]:
Okay, tell me about those in a second. But first, what is the typical inventory that you're buying on LinkedIn? Is it sidebar post feeds?
Tim Davidson [00:29:01]:
I have no idea.
Tim Davidson [00:29:02]:
Yeah. So it's typically going to be within the feed, just like those ads you see when you're scrolling through your feed in LinkedIn or the message ad one. I think that's also just a tactic that's been pretty successful over time.
Dave Gerhardt [00:29:14]:
Like people dming me telling, give me a $10 domino's gift card if I get a demo of their software.
Tim Davidson [00:29:20]:
Yeah, I'm just not sure Domino's is the best offer there. But yeah, it's that message type of message.
Tim Davidson [00:29:27]:
All right.
Dave Gerhardt [00:29:27]:
Okay, then let's go back to targeting. Yeah. What's possible from a targeting standpoint?
Tim Davidson [00:29:31]:
I mean, you can go as narrow.
Tim Davidson [00:29:32]:
As typing in the exact company that you want to target and target down.
Tim Davidson [00:29:36]:
To the titles, the departments, the interests. You can get really granular all through LinkedIn.
Tim Davidson [00:29:45]:
No third party needed, which is the craziest thing.
Tim Davidson [00:29:47]:
That is amazing.
Dave Gerhardt [00:29:48]:
And just to slim down all the tool to just have one place to focus or what offers or approach works best here, because, okay, this is great. I can show ads to this one account that I want to sell to.
Tim Davidson [00:30:02]:
But what do I do?
Dave Gerhardt [00:30:03]:
Do I show them a blog post? Do I make them download some content? Do I just say, call me now.
Tim Davidson [00:30:07]:
What works?
Tim Davidson [00:30:08]:
Yes, it obviously depends, but we almost.
Tim Davidson [00:30:11]:
Want all of it. Right.
Tim Davidson [00:30:12]:
Because depending on where they are in their stage, you don't typically know. But if they are obviously in your sales cycle, you'll know.
Tim Davidson [00:30:18]:
But if it's just like an account.
Tim Davidson [00:30:19]:
That you don't know if they are interested or not, you want to have some education. So that could be through a blog post, and you're just kind of given that information through the actual post. And so they don't even have to go to the page, or they do go to the page. Thought leader ads. So basically, just advertising your post about.
Tim Davidson [00:30:38]:
Some company and it just looks organic.
Tim Davidson [00:30:41]:
But it's still promoted by the company. Those type of things are really. Well, because people buy from people.
Tim Davidson [00:30:46]:
Yeah.
Dave Gerhardt [00:30:46]:
Is that a newer thing?
Tim Davidson [00:30:48]:
That's a newer thing.
Tim Davidson [00:30:50]:
Yeah, it's newer. Last half of 2023.
Tim Davidson [00:30:54]:
Cool.
Dave Gerhardt [00:30:54]:
And if anybody's wondering if I'm out of the game, I'm so far out of the game, I don't know anything. I just get to interview people, which is great. You said those are performing well. Like just a plain text post that you write.
Tim Davidson [00:31:06]:
Text, image, could be video, but it's basically like, all right, so say if I was doing it for my company, I put out a post about ABM or LinkedIn ads, and I see that it does really good organically. When I say good, maybe it gets like 100 likes, maybe it gets 50 likes.
Tim Davidson [00:31:21]:
Sure. It doesn't matter.
Tim Davidson [00:31:22]:
As long as it's really targeted to my audience. Then I can advertise to the companies I want to advertise to to the people I want to advertise to that post. So I'm not even have to worry about organic anymore.
Dave Gerhardt [00:31:34]:
Got it. And can you do that from a personal page or company page?
Tim Davidson [00:31:37]:
Only the beauty of that is it's from a personal page. Sweet.
Tim Davidson [00:31:40]:
So have my profile picture right there. It'll say promoted by BDB Riz under.
Dave Gerhardt [00:31:45]:
Title and stuff, but it's your post. And then is it just anybody that's connect? Anybody that is an employee of that account? Like, how do you set that up?
Tim Davidson [00:31:52]:
Yeah, so it's anyone that's an employee.
Tim Davidson [00:31:54]:
But you can basically, like, you're an advisor for.
Tim Davidson [00:31:57]:
I'm assuming you're still an advisor for a company. As long as they're listed under your.
Tim Davidson [00:32:01]:
Company, you can use them.
Dave Gerhardt [00:32:02]:
Oh, cool.
Tim Davidson [00:32:03]:
Wow. All right.
Dave Gerhardt [00:32:04]:
And then what about the actual creative?
Tim Davidson [00:32:07]:
So for a video ad or an image ad, it's not like the thought leader.
Dave Gerhardt [00:32:11]:
Oh, wait, no, don't answer that one yet. Rewind. So if you do something like that, an ad like LinkedIn ad, where you're just trying to drive awareness, you just want to get them to read content. How do you know if that's working? How does that get measured through? Do you break this all up into steps and you're trying to pass Tim through a particular journey?
Tim Davidson [00:32:28]:
How does it all tie mean?
Tim Davidson [00:32:31]:
So you do want to add in retargeting, right? So if someone clicks on that, whether they click on the website or not.
Tim Davidson [00:32:37]:
You could still do image click from the actual post.
Tim Davidson [00:32:41]:
Ideally you're adding them to another retargeting bucket or an audience that has, and.
Dave Gerhardt [00:32:45]:
You'Re assuming that they've seen that first ad, clicked on it, you're going to send them a next one. That would be like a next step of some kind.
Tim Davidson [00:32:51]:
Yeah. I mean, you want to build that up. It doesn't have to be just a demo action right there, but you want.
Tim Davidson [00:32:55]:
To build that up.
Tim Davidson [00:32:56]:
But ideally, that educational piece is just one part of the advertising strategy. So I don't think funnels really work. You do want to move people through a retargeting thing or to. Ideally, that'd be amazing if there was a funnel that actually worked. I just don't think that really works like that. But you do want to have education, then you can also have. All right, here's our unique value prop. Here's our features.
Tim Davidson [00:33:18]:
You want to have different messaging that all comes together when you're targeting someone.
Dave Gerhardt [00:33:23]:
Which types of companies do well with LinkedIn ads? And then what I'm trying to get at and why I'm asking these questions is I feel like the content and the offer matters so much and obviously having the right product for the right audience, but always interested in hearing what actually works.
Tim Davidson [00:33:42]:
Yeah.
Tim Davidson [00:33:43]:
So you mentioned what companies? I mean, if you're marketing sales, that's a no brainer. They're very active on LinkedIn. But I would also say probably 75%.
Tim Davidson [00:33:54]:
Of companies or audiences are still on LinkedIn.
Tim Davidson [00:33:58]:
Maybe not as much hr, they're definitely on LinkedIn. It, cybersecurity, they're all on LinkedIn. Maybe if you're targeting ten employee HVAC.
Tim Davidson [00:34:07]:
Companies, not a good place, but for.
Tim Davidson [00:34:10]:
The most part, it's definitely the place.
Tim Davidson [00:34:12]:
Where your buyers are and in terms of what is actually working.
Tim Davidson [00:34:18]:
So one thing that some people do.
Tim Davidson [00:34:20]:
Hate, I will say it does work.
Tim Davidson [00:34:22]:
If you have the right process set up, is those gift cards. But as long as you lead with.
Tim Davidson [00:34:27]:
The value prop of your company and.
Tim Davidson [00:34:29]:
Then the gift card is the tailing part. So you don't lead with the gift card. You lead with the value prop, the.
Tim Davidson [00:34:34]:
Intro of the call or the demo.
Tim Davidson [00:34:36]:
And then the gift card could be.
Tim Davidson [00:34:38]:
The thing that pushes them over other.
Tim Davidson [00:34:39]:
Things that work, like I mentioned, like the thought leader ads. And then you build up that awareness and then the retargeting, you basically build up demand generation through the retargeting bucket.
Tim Davidson [00:34:49]:
And then that's where you'd have, like.
Tim Davidson [00:34:50]:
A demo call to action or like messaging that's like, all right, set up your account in seven minutes or less or something like that, where it's like speed. Those messages also work pretty well.
Dave Gerhardt [00:34:59]:
What's exciting to you about this next phase? Going out on your own?
Tim Davidson [00:35:03]:
I like that I'm actually able to just control the whole thing so I can do it how I want. And to learn through that process.
Tim Davidson [00:35:11]:
I would also say, I'm not trying to scale it.
Tim Davidson [00:35:15]:
It's also just a lifestyle business. I can keep creating content, like, just building cool stuff.
Tim Davidson [00:35:20]:
I know everyone says they don't want to scale it.
Tim Davidson [00:35:22]:
I really don't think I'll scale it or hire.
Dave Gerhardt [00:35:24]:
Yeah. No. Well, the more you scale your business, the less time you're going to have to make content and.
Tim Davidson [00:35:29]:
Exactly.
Dave Gerhardt [00:35:30]:
Make videos. And you're interesting because you can kind of carve out this little niche now. You can build a business by creating videos. Those things can really. Yeah, you can have sponsorships. You can do custom. There's a whole world there, which I think is cool. I think the kids call it the creator economy.
Dave Gerhardt [00:35:50]:
Tim is what you're a part of today.
Tim Davidson [00:35:52]:
My end state would probably be have.
Tim Davidson [00:35:54]:
A client that I work with LinkedIn ads on and ABM.
Tim Davidson [00:35:58]:
But I'm also the influencer, so it's like a mark tech. And because I used myself when I was at directive as like the influencer for advertising.
Dave Gerhardt [00:36:07]:
So you would be in the creative. That would be sick. That's a great funnel. Then you own the whole thing. That's a great idea.
Tim Davidson [00:36:13]:
It works really well, too.
Dave Gerhardt [00:36:14]:
Somebody's listening this.
Tim Davidson [00:36:14]:
Take tim up on that. That'd be the ideal state because the.
Tim Davidson [00:36:18]:
Amount of things we can come up with is just crazy.
Tim Davidson [00:36:20]:
Let me ask you a question.
Dave Gerhardt [00:36:21]:
Could I be growing exit five with LinkedIn ads?
Tim Davidson [00:36:24]:
Probably.
Tim Davidson [00:36:25]:
I will say exit five.
Tim Davidson [00:36:27]:
You're trying to get like, membership. It's a little bit small of a price point where LinkedIn ads might be as fruitful because it's typically more expensive, but it still works out for many companies.
Dave Gerhardt [00:36:39]:
Interesting. So it's more expensive because the target.
Tim Davidson [00:36:42]:
You'Re able to target, it's the only.
Tim Davidson [00:36:45]:
Place you can target, literally right company.
Dave Gerhardt [00:36:48]:
So what would I need hundreds of members for this to work?
Tim Davidson [00:36:52]:
How would you test into this?
Dave Gerhardt [00:36:54]:
Here's why I'm asking. I think we know which types of.
Tim Davidson [00:36:57]:
Companies have or which types of people.
Dave Gerhardt [00:36:59]:
Are good fits to be members based on title, industry, all that stuff. I want to keep growing. We get what we get. That comes in. Why not? I can be targeted. I know what good customers look like. Why not spend and go try to make that work?
Tim Davidson [00:37:14]:
The math is not going to work.
Tim Davidson [00:37:16]:
Actually could not think about it. You know what to do really well for you is I think you've posted about.
Tim Davidson [00:37:21]:
If I just post about exit vive.
Tim Davidson [00:37:22]:
Sometimes I get more subscribers. You can run a thought leader ad to the right companies.
Tim Davidson [00:37:27]:
Like we were talking about the thought leader ads. We could sponsor your organic post that.
Tim Davidson [00:37:32]:
Did that to the right companies, to.
Tim Davidson [00:37:34]:
The right people and that'd probably work really well, right? But it would have to be, does.
Dave Gerhardt [00:37:39]:
The sponsored post have to have, is it just that post or can I have a link?
Tim Davidson [00:37:43]:
So it would be that post. Now it doesn't have like a call to action like the usual link do, but you can still edit your post. So oftentimes I'll edit a post before I advertise to it and maybe put like a link at the bottom or at the top.
Dave Gerhardt [00:37:57]:
Oh, so I could take that post that said, like, oh, my business grows when I talk about it on LinkedIn more and I could explain what that business is and maybe have a promo code or something and try running a campaign that way.
Tim Davidson [00:38:08]:
Yes.
Tim Davidson [00:38:08]:
And that helps with the tracking too, because you can put whatever Utm you want on that.
Tim Davidson [00:38:13]:
Click it. Interesting.
Dave Gerhardt [00:38:15]:
And then how would you go about testing that? Like, if I was going to carve out, like, do I say, all right, I'm going to take $2,500.05 grand. $500.10 grand. How do you think about that?
Tim Davidson [00:38:25]:
Typically I like to look at it based off the audience size. So you can kind of work backwards towards that because ideally you want to get in front of everyone in the audience size. So let's just say it's 10,000 people. I'm just doing easy math. 10,000 people. And the cost per 1000 impressions is $100. Work back on how much you need to get in front of each person. Let's just say five to ten times.
Tim Davidson [00:38:50]:
Through the month so you can see if it's viable. So you can see what the conversion.
Dave Gerhardt [00:38:54]:
Rate is five to ten times. Just kind of as a benchmark of how much people would have to see this message before they either respond or ignore it forever.
Tim Davidson [00:39:04]:
Yeah.
Tim Davidson [00:39:05]:
And you can start with exit five, retargeting website retargeting. Even as an easier bucket, typically they'd.
Tim Davidson [00:39:13]:
Be already understand exit five.
Tim Davidson [00:39:16]:
They might be easier to convert.
Tim Davidson [00:39:18]:
Yeah. Cool.
Dave Gerhardt [00:39:19]:
All right, I want to help you out real quick. How can people work like, you're building this creator business, how can people work with you? What type of interesting things are you doing? Or how are you partnering with companies and sponsors, et cetera?
Tim Davidson [00:39:30]:
So on the creator side, because I make videos, the video part is interesting because you can also use it in your advertising. Or people actually add me as a person for their company. Like, add me as like a, you can call it content creator advisor, whatever that is, and run ads through it.
Tim Davidson [00:39:47]:
So if your audience is Martech or sales tech, that might be a good.
Tim Davidson [00:39:52]:
Idea, is to see if we can work together on creating content together and just leverage those kind of videos from Bbriz. Just check out bbiriz.com and we can see if it would actually make sense to you.
Dave Gerhardt [00:40:03]:
Don't do that. No, not that many people. We're not trying to break your balance. You just said the wrong thing.
Tim Davidson [00:40:10]:
Right. You just say, I'm booked up with.
Dave Gerhardt [00:40:12]:
Clients for B two B riz. If it's interesting to you, there's a waitlist, you can go check it out, put your name on the waitlist, because then you can control, like who?
Tim Davidson [00:40:20]:
Yeah. All right.
Tim Davidson [00:40:21]:
Rewind a year. But I might make some exceptions if you're the right fit.
Dave Gerhardt [00:40:28]:
I think it's going to be interesting year. People are going to continue to hire people like you and like others who are like, hey, go to this. We want you to go to this conference and make a bunch of content while you're there. I think there's a bunch of interesting things that you're circling around. And I think it's cool to hear you say, like, you know what? I don't want to scale the business. I want to have enough so I can spend my time creating. That's refreshing to hear. Tim, thanks for hanging out with us.
Tim Davidson [00:40:53]:
Thank you.
Dave Gerhardt [00:40:53]:
Fun to just hang out and chat a little bit, talk shop with you on the exit five podcast people. Go to LinkedIn. Send Tim a connection request or a follow, whatever it is. Go and like one of his videos. Go check out his stuff. Tim Davidson. Good to see you, man. I will see you later.
Tim Davidson [00:41:07]:
Thank you.