LinkedIn Video Case Study: Cathy Camera, Construction Copywriter

Want to know how video can help you skyrocket your visibility on LinkedIn?

Today I have a bonza LinkedIn video case study to share.

Cathy Camera is a construction copywriter based in the Macarthur region of Sydney called Cobbitty. She specialises in writing content for builders, engineers, architects and tradies. And she must be pretty good at writing website pages to rank well in Google search. Because her own site is in first place for the term ‘construction copywriter’ (Google it to see if it works for you.)

Anyway, Cathy and I know each other because we are both members of Digital Masterchefs, Kate Toon’s digital marketing membership. And we’re connected on LinkedIn. 

Cathy is not a client of mine, but she’s been following my LinkedIn adventures for yonks. Recently, she decided to take action and start posting daily videos on LinkedIn.

Massive gain in impression and engagements! 

How excitement. Much happy. 

So I asked Cathy to share her strategy. 

Kate: What made you start posting videos on LinkedIn? 

Cathy: Well, seeing you, I heard you say it all the time on LinkedIn. Following you for a long time, I could see your reach and audience growing. Plus, I knew my ideal clients would be on LinkedIn. I’m targeting larger construction companies. Ideally those with the funds for bigger projects and capability statements. They’re not typically on Instagram or Facebook. So I knew LinkedIn was the place to be. 

Kate: I always say people with money are on LinkedIn. Did you have any troubles getting started?

Cathy: Yes, I had many false starts. I kept trying but I didn’t see LinkedIn as a friendly platform. From watching you I could see that consistency is important. I realised I had to stop overthinking and just do it. 

Kate: That’s excellent! Many people have a fear of showing up, did you? 

Cathy: Yes, I had to get over myself and get out of my own way. I had a fear of looking silly. I worried that no one would respond or see my content. Would I look like an idiot? 

I wondered what people who know me would think—especially past clients. But I soon learned they are actually very supportive. So the fears were definitely unfounded. 

I worried about my speaking style and waffling too much. But then, I thought, ‘too bad, it’s done.’ Just finish filming and get on with it. Now, recording regular videos is part of my strategy. 

Kate: What’s your thinking behind posting frequent videos?

Cathy: I could see you doing it and how the consistency was working for you. Everytime I popped on LinkedIn you were there, so I wanted the same results. I like your idea that whenever your client jumps on LinkedIn, you are there for them. 

Unfortunately I never know when my ideal clients are on LinkedIn. Being busy senior decision makers in construction, it’s not likely they’ll be on LinkedIn daily. So if they do check it out once a week, I’ve got content there for them. 

I feel that if I keep sharing useful content, sooner or later they will come across me. I start my videos with an intro saying, ‘Hi I’m Cathy Camera and I’m a construction copywriter.’ I hope the message will sink in eventually! 

I started sharing videos five days a week and now I’m down to three days of video and two days of written posts.  I’m happy with this balance. 

Kate: It’s all about finding what works for you and your audience. How do you record and caption your videos? 

Cathy: I just record on my phone, and use an app to caption them. I don’t write a script, I think of a simple topic and discuss it for a minute or two. As you taught me Kate! 

Kate: Have you had any leads directly from your LinkedIn strategy yet?

Cathy: I have had a few leads in my inbox, and a few more referrals. but haven’t converted them just yet. But it’s early days; I started in July. So about five weeks ago. I’m feeling confident that it will improve in time. 

Kate: Agreed, keep it up! In my experience it takes about 12 weeks to start seeing regular leads coming in via LinkedIn. But it really depends. Are you happy with your results so far? 

Cathy: Yes, seeing those visibility numbers is excellent. I know that being consistent and showing up is all part of it. My message is starting to spread in the industry. Most people on LinkedIn don’t post content, so it really is an opportunity to be present on this platform. 

Kate: Music to my ears! How else do you get leads?

I get a lot of business through SEO as my website ranks for ‘construction copywriter.’ And I get referrals from website designers as well.  

Thanks so much Cathy for speaking with me and sharing your adventures with LinkedIn video. 

Hopefully Cathy’s success story gives you the encouragement you need to give it a go? 

To check out Cathy’s videos, follow her on LinkedIn.