If I was making short-form videos for @oliverkenyon...
Here's exactly what I'd do.
Strategies, content ideas, and monetization strategies to create an inbound acquisition channel for ConversionWise.
(with a bonus video example at the end)
🧵 THREAD 🧵
Here's exactly what I'd do.
Strategies, content ideas, and monetization strategies to create an inbound acquisition channel for ConversionWise.
(with a bonus video example at the end)
🧵 THREAD 🧵
Quick overview of what this thread will cover:
1) Goals
2) Social Media Audit
3) Content Ideas
4) Filming
1) Goals
2) Social Media Audit
3) Content Ideas
4) Filming
1) Goals
Oliver Kenyon is the founder of ConversionWise, a CRO company who help e-commerce brands turn clicks into customers.
Oliver has been in the game for over a decade, and has a clearly define personal brand on Twitter and LinkedIn.
But not so much anywhere else...
Oliver Kenyon is the founder of ConversionWise, a CRO company who help e-commerce brands turn clicks into customers.
Oliver has been in the game for over a decade, and has a clearly define personal brand on Twitter and LinkedIn.
But not so much anywhere else...
There's a giant opportunity to leverage Oliver's personal brand with video across every social media channel
Our goals are:
1) Add signups to his newsletter
2) Drive more ConversionRate Academy members
3) Create an organic, inbound lead channel through YouTube domination
Our goals are:
1) Add signups to his newsletter
2) Drive more ConversionRate Academy members
3) Create an organic, inbound lead channel through YouTube domination
2) Social Media Audit
Starting with 2a) YouTube...
There's incredibly low competition for videos talking about CRO.
The first videos that show up when you look for CRO content has one main dedicated channel, and they haven't posted consistently in over a year.
Starting with 2a) YouTube...
There's incredibly low competition for videos talking about CRO.
The first videos that show up when you look for CRO content has one main dedicated channel, and they haven't posted consistently in over a year.
Given the amount of organic content Oliver already has (audits, newsletters, etc.), the shear volume of video content would dominate the rank and push everyone out.
We would start with the highest performing content over the last decade, and repurpose it into a YouTube Video.
We would start with the highest performing content over the last decade, and repurpose it into a YouTube Video.
There's also a large market of dropshippers looking for CRO content on Youtube with nothing there but Neil Patel death staring them in the face.
Oliver would be a welcome expert to Youtube, and completely take over the search term given as no one else has.
Blue ocean.
Oliver would be a welcome expert to Youtube, and completely take over the search term given as no one else has.
Blue ocean.
2b) Instagram:
Oliver is on there, with a strong profile.
However, it is heavily personal and hardly has a mention of ConversionWise on there.
I wouldn't want to change this.
Here's why:
Oliver is on there, with a strong profile.
However, it is heavily personal and hardly has a mention of ConversionWise on there.
I wouldn't want to change this.
Here's why:
If Oliver started posting reels about increasing CRO on the same feed as him and his family making memories and having the time of their lives, it would be incongruent.
For most people, they should just have one profile.
Here we would have two accounts.
For most people, they should just have one profile.
Here we would have two accounts.
On the new profile, we would post the following per month:
15 Standard Reels
10 Tweet Thread Carousels
5 Audit Reels
More on audit reels later
15 Standard Reels
10 Tweet Thread Carousels
5 Audit Reels
More on audit reels later
From there, we would cross post Oliver's Apple Watch photos to his story, plus post other behind the scenes content of his day.
There would be softer CTAs for newsletter drops and course updates, each time driving warm followers into those areas.
There would be softer CTAs for newsletter drops and course updates, each time driving warm followers into those areas.
Finally, we would qualify every like, story view and DM into their relevant offer (newsletter, course, client) depending on what they were looking for.
This is something we do for all our clients, and would be a no-brainer here.
This is something we do for all our clients, and would be a no-brainer here.
2c) TikTok
This is where it gets interesting.
With the in-app green screen feature, we would repurpose every audit thread and CRO Insight post into its own TikTok.
This is where it gets interesting.
With the in-app green screen feature, we would repurpose every audit thread and CRO Insight post into its own TikTok.
Oliver would give longer breakdowns of every change he's made, and why.
We would also take requests from the comments of each video or tagged brand and reply to them with more audits.
Insane demonstration of expertise.
We would also take requests from the comments of each video or tagged brand and reply to them with more audits.
Insane demonstration of expertise.
Finally, we would also make videos auditing viral organic dropshipping posts, auditing their funnel and demonstrating optimisations.
"How this viral product could triple their CTR with these changes"
Homage @pathof_dreams
"How this viral product could triple their CTR with these changes"
Homage @pathof_dreams
2d) Facebook
The ConversionWise Facebook page is inactive.
When a prospect is doing their due diligence to see if you're legit...
You have to make sure you're covered on all platforms.
We would easily help keep ConversionWise omnipresent by cross-posting all content to there
The ConversionWise Facebook page is inactive.
When a prospect is doing their due diligence to see if you're legit...
You have to make sure you're covered on all platforms.
We would easily help keep ConversionWise omnipresent by cross-posting all content to there
2e) LinkedIn
The only thing missing from Oliver's LinkedIn is an about section, so I would write one for him and add it here.
Two other changes would be:
Re-Posting all videos to LinkedIn
Posting twitter threads as carousels instead than regular posts
The only thing missing from Oliver's LinkedIn is an about section, so I would write one for him and add it here.
Two other changes would be:
Re-Posting all videos to LinkedIn
Posting twitter threads as carousels instead than regular posts
2f) Twitter
The highest leverage function of Oliver's twitter would be to drive traffic to his YouTube channel, boosting watch time, views, and subscribers.
To do this, we would run an auto-dm for every YouTube video, coupled with additional value so it isn't 'just the video'
The highest leverage function of Oliver's twitter would be to drive traffic to his YouTube channel, boosting watch time, views, and subscribers.
To do this, we would run an auto-dm for every YouTube video, coupled with additional value so it isn't 'just the video'
3) Content Ideas
Given a decade's worth of organic content, I would simply take a look at the highest performing pieces of content Oliver has produced.
- Audits
- Insights
- Threads
- Newsletters
Anything and everything before we try and reinvent the wheel
Given a decade's worth of organic content, I would simply take a look at the highest performing pieces of content Oliver has produced.
- Audits
- Insights
- Threads
- Newsletters
Anything and everything before we try and reinvent the wheel
The lesson there is that because Oliver's been in the game for so long...
Short-form videos are an easy transition for him
- Transform the post into short-form format
- Speak into the camera with conviction and purpose
- Post it on channels he's not active on
Hard to lose here
Short-form videos are an easy transition for him
- Transform the post into short-form format
- Speak into the camera with conviction and purpose
- Post it on channels he's not active on
Hard to lose here
Also notice that it isn't just 'short-form video' here.
It's an organic content engine, with video being the primary type of content to post.
That being said...
It's an organic content engine, with video being the primary type of content to post.
That being said...
Here's an example edit I did for Oliver that I took from a conference interview he did in 2019:
4) Filming
Oliver and I are both based in Bristol, UK.
I would 100% favour recording in-person.
This enables us to:
- Generate ideas on the fly
- Be coached in person
- Vibe
No need to Riverside record when we're a stone's throw away from each other
Oliver and I are both based in Bristol, UK.
I would 100% favour recording in-person.
This enables us to:
- Generate ideas on the fly
- Be coached in person
- Vibe
No need to Riverside record when we're a stone's throw away from each other
Speaking of which...
@oliverkenyon The Metropolitan on Whiteladies Road is phenomenal.
Open to lunch to talk this through?
Would love to help you dominate with video.
Hope you enjoyed the thread and hopefully it gave you an idea of the opportunity you have using video.
@oliverkenyon The Metropolitan on Whiteladies Road is phenomenal.
Open to lunch to talk this through?
Would love to help you dominate with video.
Hope you enjoyed the thread and hopefully it gave you an idea of the opportunity you have using video.
@oliverkenyon Thanks for reading.
Got value from this thread?
Retweet the 1st tweet to help others monetize their social media.
Want more content like this?
Follow me @jordanbaaailey
Got value from this thread?
Retweet the 1st tweet to help others monetize their social media.
Want more content like this?
Follow me @jordanbaaailey
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