1824 – The Potential of AI and LinkedIn in Business with Catherine Roy

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2:08Let's push the boundaries of customer experience together.

2:16With us right now is Catherine B. Roy. Catherine, you are a coach and you are found on the web at CatherineBRoy.com. Catherine, thank you so much for joining us. Thank you so much for having me. It's my pleasure. Yeah. Give us a quick overview of the work that you do. Well, Josh, I was a programmer for 15 years until I realized that I can implement that and become something which I always desired, and that's a business coach. So I'm certified by Goldman Sachs Program for Business Development, and now I'm helping coaches, consultants, entrepreneurs to grow their businesses online using the top-notch technologies these days.

2:55Top-notch technologies? Tell me more. Of course, it's artificial intelligence. And you know, LinkedIn actually, which is not so new, but it changed my life and it helped me to triple my business twice. So a combination of these two, it's a kind of a golden mine. Yeah. Well, so tell me, let's talk about LinkedIn then. Why is LinkedIn a great platform for coaches? Well, as I like to say, LinkedIn is the largest B2B search engine, even more powerful than Google because there is so much information over there. And when Microsoft bought LinkedIn in 2017, they actually, you know, switched it from being a CV to being our shop window or our landing page.

3:43I had the chance to be behind the scenes with LinkedIn editorial team from UK and LinkedIn editorial team from USA. So the way I see things, it's the enormous potential because establishing connections on LinkedIn is easier than anywhere else. And we can go so deep into targeting using the search engine that can help us actually to establish our personal brand on high level. And this is how I using a few tricks, and I will share that if you wish, made up on Google from 50 to 120 million search results thanks to LinkedIn. Well, I can tell you one thing right now that you do on LinkedIn that I don't see.

4:28I look at a lot of LinkedIn profiles and it is so rare when I see someone who has been so committed to short form vertical video on LinkedIn. Tell me more about this. Yeah, well, when we were behind the scenes with LinkedIn editorial team, they said, we want to see more of you. We want to see human to human connection. We don't want to see just a professional touch. So I was traveling with my family. we were in Greece on a holiday on the Lefkada island and I recorded videos with my son giving a few tips around, you know, business growth or mindset, but it's kind of refreshing and it looks like people really, really like that.

5:12But the main deal is actually using hashtags on LinkedIn correctly, because if we have personal brand hashtag, for example, like in my case, it's and we use that hashtag and two more, LinkedIn will add that hashtags in the URL of the post. And that's actually a backlink. So every time someone engages with our post, it's going to ping Google because it's a public profile and the rating on Google is going to go higher. So it doesn't matter much what type of a content we are creating, but how intentionally we are actually using the algorithm to grow over there. Yeah. So tell me more about what you mean by, you know, on LinkedIn, just sharing more.

5:59It's, again, kind of a humanness. And I can understand why LinkedIn would want that, because I think that that's general. It's lacking a lot. There's a lot of, I'd say, just very dry information, knowledge, which is great, you know, but I think there's a real opportunity to stand out from the noise by just simply connecting with folks human to human in your content on LinkedIn. Well, people like to work with people they like and trust. And simply as that, if they see us as a human, not as a CEO or whatever we do, they tend to connect with us easily, especially emotionally if we use storytelling, for example.

6:43So if I'm showing them that I'm traveling with my family and this is my son, I'm really living what I'm talking about and I'm really walking my talk. So I want to be as authentic as I can. And actually, Instagram introduced this and LinkedIn said just, OK, this is kind of cool. We're not going to, you know, switch to reels, but we would like to see more of you as as a human beings. And this is why I am now testing the waters with this kind of new approach. Well, I can just tell you that your engagement is pretty good here. Like you just post a video and you got way more engagement than the typical profile that I look at.

7:26So that's saying something. Yeah, well, you know, people, it doesn't have to be just a dry and smart content on LinkedIn. People like to, you know, you don't have to know anything about the topic I'm talking about. You see the video and you see the sea and you will have something to say about that. So yeah, it drives engagement much more than something professional. Yeah. So for example, like I'm looking at a video right now. And by the way, to our friend that's listening to us, you can search up or you go to Catherine's website and click onto her LinkedIn profile and you can see exactly what Catherine does, which is, you know, again, you're, you have a photo, which looks like your child or a child in the video, beautiful scenery.

8:11You're kind of saying, Hey, here I am. And then you kind of get into just like a little business tip. And then you've edited it and interspliced some video. Like there's just a little bit of thought here. But again, the payoff is, you know, you've got close to a couple of hundred engagements, either engagements or comments. Your comments are off the hook, which again, very rare for LinkedIn. And not just that, like companies like Forbes and Microsoft and Indeed, they all reached out to me through LinkedIn. So I did several trainings in Microsoft leadership enabling community. They saw me on LinkedIn.

8:48Now they invited me to Indeed because I did that in Microsoft. So once you kind of connect with one of the sharks, like I did at the beginning with Goldman Sachs, the other sharks follow, but they need to see you. And what's the best way for them to see you than, you know, being just a human being because you already showcased your credibility, already showcased everything they know. They can see the credibility. They can see the media which are standing behind you. So now they want to see a piece of you. And that's the whole deal. Yeah. Okay. Well, how do you work with individuals? Tell me more about when you're engaging, what that looks like.

9:27Well, actually, I'm working with coaches, consultants, and entrepreneurs and businesses, depending on which state of the business they are. And after analyzing the system and everything that they have in place, then we find the best solution using technologies, funnels, whatever the tools are, click funnels and all the system behind to elevate their growth, creating passive income streams mostly. Because I believe that the most important thing is actually to have a system in place. As I was a programmer, I was working 15 years automatization, you know, the processes of the huge international companies.

10:04So the best way someone can really invest in their business and grow is if they have a system in place. So I would say it's all about the systems. After we actually do the analysis and the business model, then we set the system in place and they're ready to actually start generating passive revenue stream, which allows them to live free. Because my mission is to help people to do what they love, empowered in their own freedom. And in order for us to live free, we need to have our time, you know, free for that. Yeah, yeah. Getting back, I hope you don't mind me kind of reversing back just a little bit to ask you a question.

10:46Are there any tools that you use regularly in and around content that you like? I see like VDO, for example, which is V-E-E-D dot I-O. Are there any other tools that you're using regularly? Yeah, I will be honest. A lot of companies reach out to me because I had a huge campaign last year about artificial intelligence. So they kind of give me their tools to test it around and to do a lot of things. So video is one of them. Yeah, there are a lot of a lot of tools. Usually it's artificial intelligence. And there is one cool video editor tool. It's Microsoft ClipChamp. This is how it's called. It's kind of very, very cool tool because not just that you can edit the video, but you can just add the content and Microsoft will like recreate the whole content for you.

11:38Also, videos, that's another one which can help you to create intros and outros and things like that. But, you know, nowadays it's like changing every single second. And practically every AI tool is now better than any tool was a year ago. So not only these tools, but I was behind the scenes of actually training artificial intelligence in my native Serbian language. And so I kind of know how these things work behind the scenes. And I think the most important tool is actually knowing how to train chat GPT to sound like us. And once the chat GPT is practically cloned me, and this is what I did, then I get content on the regular basis and it doesn't even have to be me.

12:26it's just it's just producing the content for me yeah and so is that part of what you teach is part part of your program yes that is now because because it's now now it's not separable thing of you know building a business online it actually helps us i will be honest for one workshop and the whole promotion campaign which is eight weeks i needed two months to prepare that with my team. With AI, we needed two and a half weeks. So it's definitely time saver. Yeah, I totally agreed on the, listen, AI tools, chat GPT can be one of the most amazing tools you can use today. But if you're not training it right, making sure it's got the right voice and everything, that pre-prompting and, you know, kind of the setup and the refinement, You know, if you're just counting on the default output of GPT, it's just generic garbage and it'll read like generic garbage.

13:26But you're right. Huge opportunity. Well, Catherine, your website. Oh, I wanted to point this out as well. Again, as a podcaster to our friend that's listening to our show right now, you could do a quick search in the podcast app. Catherine, your podcast is called the Catherine B. Roy show. So you just do a search for that and you should find it over 100 episodes as of when we're recording this. So congratulations. You've had a lot of great guests. Who should listen to your show and what will they gain from listening? Well, the show is focused on business and personal growth. So, again, my target audience, coaches, consultants, entrepreneurs, small business owners, CEOs.

14:08Practically, I am bringing in experts and high achievers in different fields. So we discussed very, very different topics. from sales, artificial intelligence, all the way how someone can write a song, which became Michael Jackson's music hit. So, you know, there are a lot, a lot of topics which actually are there to help us to make this world a better place and to connect with very, very good people who can really make this change. Yeah. All right. Catherine, your website, CatherineBRoy.com, when somebody goes there and they've listened to our conversation and they they want a little bit more Catherine in their life.

14:48What would you recommend that they click on? What should they do? Well, I would recommend for them to click on my media page because this is what I'm the most proud of. And what happened actually after I kind of allowed myself to go out there and to be truly myself after the first TEDx I did. So they will see that everything is possible. I was born in former Yugoslavia. I survived war. I had no idea what I'm going to do with my life. And today I'm really doing what I love. And there is something that they will say that everything is definitely possible. If they want to get the best resources from me, I would say go for LinkedIn Decoded ebook, which is on my website and which will actually be the entrance point to all other resources that I have created over the years.

15:36Yeah. Excellent. All right, Catherine B. Roy, your website, CatherineBRoy.com. Catherine, thank you so much for the conversation and joining us. Thank you so much for having me. It was my pleasure.

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