CASE STUDY:

How a CEO Found His Voice on LinkedIn

Chris had deep expertise to share and a strong LinkedIn following, but his videos weren’t getting the response he wanted. We worked through a new approach that helped him be himself on camera and generate a stronger response across video, text posts, and newsletters.

The Challenge

Chris Hanna had built a strong LinkedIn following and regularly shared industry insights. But despite his expertise, his videos weren’t creating the response he hoped for.

  • There wasn’t a defined approach behind the recordings; he was largely figuring them out as he went.

  • His videos weren’t capturing the way he explained complex ideas when talking with someone directly.

  • He thought stronger production might help him create more effective video content.

We changed the recording process. I interviewed Chris around questions he regularly heard from customers and prospects, giving him someone to respond to and a familiar way to explain what he knew.

  • Recorded longer conversations around subjects he already knew well

  • Used questions and conversation to bring out the way he normally explained his expertise

  • Identified the strongest ideas and moments that could become video content

  • Extended his recorded expertise into LinkedIn posts and a Linkedin newsletter

The Approach

The new approach to video became part of a broader improvement to Chris’s LinkedIn presence, including new written content, profile updates, and a newsletter. Within weeks, Chris told me the new content was already outperforming posts that had been on LinkedIn for more than a year.

The Results

The content also attracted attention from prospects and industry contacts, leading to new conversations and business opportunities. Some industry peers were impressed enough to tell Chris they planned to adopt a similar approach themselves.

  • 953 new LinkedIn followers

  • 850 LinkedIn newsletter subscribers

  • 300 new company page followers

  • Higher engagement across videos and posts

“Our company LinkedIn page continues to grow in followers and I have no doubts a large part of this is due to the educational video content we release. We also have received feedback from medical device companies and regulatory bodies that the videos are valuable resources. "

Grace Cuillier
Director of Business Development

Find a recording process that works for you

Chris needed a better way to bring that expertise to the camera. If you know what you want to say but video changes how you say it, I can help you find an approach that works for you.

Start With a Conversation

Whether you're starting from scratch, trying to improve what you already have, or simply figuring out what comes next, we'll talk through your goals and determine what makes the most sense.