Wondering how you can become known for something new?
Looking for tips to help you focus your brand on a different area?
To explore how to pivot your personal brand, I interview Amy Landino.
More About This Show
The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers, business owners, and creators discover what works with social media marketing.
In this episode, I interview Amy Landino (formerly Schmittauer), the host of AmyTV. She's a video blogger, speaker, and coach. She's also the author of Vlog Like a Boss.
Amy explains how she researched and tested new content before rebranding her YouTube channel.
You'll also find tips to help you determine whether pivoting your brand is right for you.
Share your feedback, read the show notes, and get the links mentioned in this episode below.
Here are some of the things you'll discover in this show:
Pivoting Your Personal Brand
Amy's Pivot From Video Marketing to Empowerment
Amy is known for her work as a video marketing consultant, which she did for about 10 years. In 2011, after she left her 9-to-5 job, she branded herself to convey that she was someone you could trust because even then, she had to contend with oversaturation in the social media consulting space. With all the incredible thought leaders, Amy wanted to stand out.
In the marketing business, people didn't frequently talk about how to make a good video, and Amy had that skill. She started using YouTube in 2007 and became an active user in 2008. With her first public YouTube channel, Schmittastic, Amy learned how to make video and market content to get viewers. Although she didn't think of it as marketing, it led to her love for the industry.
In 2011, when Amy started her business channel, Savvy Sexy Social, she wanted viewers to know, like, and trust her for social media and video content marketing. On this channel, Amy consistently produced three episodes per week, and her YouTube presence was helpful as she started and grew her business. She needed clients, and the videos were the best way for Amy to market herself.
At first, Savvy Sexy Social offered social media advice that would help organizations be more social. Video became a big part of the conversation because video was her medium. In other words, because Amy used video to teach what people wanted to know, she began teaching people how to use video to teach what they know.
In 2017, Amy's book about video blogging came out. She also married and changed her name. And her channel content was evolving. Savvy Sexy Social was no longer the right name, so she knew the name had to go. Ultimately, Amy built up to a big change and decided to make 2018 her time to pivot. In January, she released a video under her new name and welcomed people to AmyTV.
Amy pivoted and rebranded her channel for several reasons. First, she had more to share than tips and tricks about video. Most of all, her audience wanted more. Plenty of people tuned into her channel with zero intention of "vlogging like a boss." They simply admired her motivational content, which Amy discovered by reading comments on her videos.
Whenever Amy shared a video, she tried to understand what was going on in viewers' minds after they watched it. She wanted to know their first barrier to entry. As she investigated those comments and dug into the issues of her audience, she discovered they wanted her to talk about productivity, time optimization, and how to go after success even if you don't feel destined for it.
Amy knew this change was coming for a couple of years. She didn't rebrand just because of her name change. In early 2016, she started to wish she was known for something else. But she also felt she'd worked very hard on what she had and wasn't done yet. She felt like her video work was a project she needed to finish before taking...