How To Live Stream On LinkedIn With Travis Lachner

Stephen: What’s going on, Travis? 

Travis: Hello. Hello. Glad to be here, man. 

Stephen: Yeah, me too, man. I’ve actually been looking forward to this chat for awhile. It was funny too. I saw your, your email last night from your podcast. And you had mentioned that you played hockey, and since you’ve played hockey, you’ll get a chuckle out of this.

So, I’ve always wanted to play hockey. I took a stab at it when I was a kid. But I was unfortunate in that my parents weren’t fully invested in it. So when I would go to practice, they made me wear the figure skates.

Travis: Oh, that’s almost torture. 

Stephen: It was almost torture.

Travis:  That’s borderline child abuse. I don’t know what the statute of limitations is in that respect. 

Stephen: It was brutal, man. I told them that, too. I was like, you can’t do this to me. It was still fun. I still ended up doing some roller blade hockey and stuff like that, but…

Travis: Oh, excellent. Excellent man. That’s cool.

Stephen: So yeah, but honestly, I have been wanting to chat with you for a while.

I’ve been following you for quite a long time. Quite a long time. Really, since I started on LinkedIn. I think I saw another live show you were on. But where I really started to take more notice of you is when you started your new thing,  I saw you do, you were doing a live of a live, the LinkedIn exception.

Yeah, it was awesome. It’s because I think what’s interesting about some of the stuff that’s going on right now with LinkedIn and all, is how do you stand out? And how are you being creative? I’m trying to do that myself. So as soon as I saw you doing that stuff, I was like, man, I really started looking up to you on how you were doing it.

I was like, man, “I really want to have him on my show and start a relationship,” and kind of just see what you’re all about. That was cool. 

Travis: Of course, no, it’s been a brilliant year. I can’t say all of that was planned, but it’s been working out, amazing thus far. 

Stephen: It’s funny that you say that though, because when I look at your transition from where you were, I know you were in content before, but when I look at your profile and it’s the icons, the volcano, everything does look very… the colors, even the colors in your background are matching the colors in your profile and the stuff that you’re doing on your live show with the other guys, it seems very well constructed.

Travis: So yeah, I think one of the things that’s really been helpful for me is I’ve just been in the digital realm for almost ever. My first dipping into the waters was back in the MySpace days. I grew up, excluding being a hockey player, I wanted to be a music producer, an artist.

So there was this concept of the bedroom producer. I started making music in my bedroom in middle school and high school. I was actually “Myspace famous,” or whatever the hell that was back in the day. That was my first experience at a very young age of discovering, “Whoa, there’s something going on here in this digital realm.”

I just saw from other people that were creating an experience of everything. There’s all these different touch points, in the digital realm, your profile, picture, your banner. But in MySpace days you could control the theme. You had your own song, you could yeah, change all the colors of the background.

So there was a whole other level of customization, way more than they give you now with some of these apps where all you can choose is one or two things. But, that really just cracked it open for me. Since then, any digital asset, that’s like almost digital real estate you have out there. 

You might as well maximize it, and utilize it in as creative a way as possible. And brand colors and symbolism is a very simple way to do that. There’s more functional and more “salesy” ways to utilize those touch points as well. But for me, I love just matching everything under the same couple of colors and symbolism and it seems to do the trick for me. 

Stephen: Yeah, I think that’s cool. So as I’ve started to get into all this stuff, I’ve just been taking the old approach. There’s so many things. I look at what I’m doing now and I’m like, man, I want to improve that.

I want to improve that. And one of them is that whole branding piece. So that’s why I respected what you were doing with that. But I will say though, on MySpace, I think it’s probably a good thing that some of these other platforms don’t let you go crazy on the theme.

Cause I remember seeing some people’s profiles and I was like, wow. That’s so… 

Travis: It did get pretty bad, pretty chaotic with the HGN custom HTML. That gets sketchy too if you’re able to add anything on the back end. Probably not a good idea. I see why it got removed.

Stephen: Yeah. And plus people know enough tricks now where they know how to hijack that stuff and… 

Travis: Sure. So yeah, it would be abused. It’s why we can’t have nice things on the internet. 

Stephen: Yeah, totally. So one of the things I was going to ask you is, the live show you’re doing with the guys, how did that come together? Because I noticed this other clever thing too. And I don’t know if this was planned, but it seems cool that you’re the producer behind the show, which gets you exposure as a producer. I don’t know if you planned it that way. 

Travis: Yeah, yeah, I might as well just take you back to the beginning of the journey of 2020.

At the beginning of the year, I was finally kick-starting my LinkedIn and had the great idea of, I want to build these relationships offline. So beginning of the year, I was planning an event in Denver to have a LinkedIn local type of vibe. Just our own version of it. Planned the speakers booked the venue, all of that.

And then the COVID sweep came, Denver got shut down, I had to cancel everything. And, I guess instead of completely canceling, I decided to switch the event to virtual. So we all started, like we downloaded Zoom, bought the pro plan, whatever, tried to just start figuring it all out. That was back in March.

So I had this first virtual event unintentionally happen. And that showed me, it showed me the kind of remote production of what you could run from anywhere. So we experimented from there, we just started doing it every week and it grew so big. We couldn’t hold it in the Zoom rooms anymore.

And we started doing it on YouTube because at the time we didn’t have LinkedIn live. So we’re discovering that this live streaming, there’s something special here. We’ve got a community brewing, we’re all stuck inside of the pandemic. 

It was just this nice little micro moment every week to just hang out with other people.

So to continue that magic and turn it into a more formal thing, we tested it as a morning show alive live news morning format silly, but entertaining and educational at the same time. Did a complete run of that with some brilliant people on LinkedIn, was successful. And then this summer we decided, okay, we had new people in the mix from LinkedIn that were interested, saw this live format.

And that was where we discovered all the rest of those guys, and they came together. And they just had this magic, this comedic chemistry of these four dudes together and I just needed to share it out there in the world. Jonathan Palomar had connected all of us and it was just one of those things where I’m not like a super ‘in front of the camera’ type of guy, I realized the value of it. 

And I love being able to have conversations like this. But in my day-to-day life and higher mission level, I want other people to shine and have the spotlight on them. So being a digital producer, virtual producer has been a brilliant way for me to help others build their own show.

And then, all the post-production that comes after that has been really fun to play with, cutting all the clips up for them and sending those to them. That’s what we have stumbled into this year, is the efficiency of converting a live stream or live show or podcast into micro content.

It’s surreal if you’ve done it. It only takes an hour per week from the actual talent or the producer and then from that hour you can get five, 10, we get sometimes over 10 clips from one show, that’s content surplus, even if you’re posting every day. So it’s been brilliant to discover.

Stephen: Yeah, that’s the thing I’ve been experimenting with too. I take these shows, I’ll send some clips to you too, I got my wife involved. I started developing some software to basically help with all the different stages. So you’ve got all these media assets all over the place. And here’s the thing that I started to enjoy with this whole thing, there’s a lot of apps out there.

A lot of new software tools are coming in. Some of them just help you add the captions, but some of them splice things up for you, using AI and stuff like that. And I always knew it was not always gonna produce a great clip. it’s not going to find, it’s not going to start at the right spot and end at the right spot.

Travis: That’s the secret sauce. 

Stephen: Yeah. So then I started thinking, I was like, okay, then what could you automate? What pieces of this? How can you streamline this so that you’re maximizing the value, but then the pieces of it that are more mundane, like a pain in the butt, for example, where are all these files?

How can you get those into a format so that you can distribute this stuff, get it to the editor, bring it back, make the headline, all that kind of stuff. So that’s what I’ve been playing around with. It’s a fun problem. It’s trying to be creative, but then maximize it all at the same time.

Travis: I think, yeah, that’s the secret sauce that everybody’s trying to figure out. Gary V obviously has set the tone for what you can do with repurposing at scale. But for what you’re alluding to, either on the technology side, the systems or processes, that’s what I’ve been trying to focus on optimizing. Because, to me, you can’t remove or automate that key piece– as in which strategic storytelling or strategic slicing or editing. At least for a while, I don’t think you’ll ever be able to hand off to a robot or AI regardless of how smart they get. We’ll see. But that’s, to me, I think, a really powerful piece where you can maximize the mileage of your content.

So we’ll definitely have to keep that conversation going, and share tools and tips, for that. Cause I’ve been continuously experimenting as well. 

Stephen: One of the things I thought we would vibe a lot on is just like all the tools that are out there.

Because we were joking back and forth in DM about how there’s all these software tools to do what we’re doing here. And then there’s the live streams. There’s like Yeah. But like you, you can’t… Because my dream is to have a podcast. I want it to have that better audio that you guys were talking about on your podcast.

Cause that’s one thing that’s been not so great on the streaming side, is that the audio afterward, the levels are off and it bothers me. But I’m also trying to just push forward. But I want my podcast to have really good audio, really good video. I want to just broadcast it live. And then I want to be able to take it and repurpose it all.

So I wanna be able to do all of that in one piece so that I can have that dream where I’m not spending all day making content, but I also have the quality. So I have the quality, the repurposing. So I’m on that mission and I’m sure we could help each other out on that.

Travis: No, that’s a huge piece, to figure out either on the technology side or, yeah, the systems side, what you should consider. I know a lot of the secrets, the big shows they have, they just have those split. It looks like one show at the end, but they have the audio going a hundred percent recording on its own, sometimes through its own machine.

And then they have cameras and the video recording. Obviously once it’s all in sync, it feels all the same.

But that’s the dilemma right now with zoom. Zoom is a big problem with it too. They condense the audio, through that communication, once you’re compressing it to send through a digital signal, you lose so much of that.

So I’ve used Squadcast, as you sacrifice recording video, but you gain the audio quality, because what they do is record it locally. On each computer they’ve got this voice file recorded. So it’s that better version before it’s uploaded to the internet, sent to a hundred miles and then downloaded on the other side.

It’s at least just recording my mic from this end and then your mic from your end. And then you can download them after the show’s over. So that’s been my temporary solution. But it is at the sacrifice of videos. So every episode I have that in the back of my head, damn, should I be capturing video clips? So ultimately, yeah, it’s a tricky battle. 

Stephen: I did try it once and I had an error with it. So, I didn’t want to try it again right away. Cause I didn’t want to mess around with things. I’m at this point right now where like all of those little things that I hit, they just bring my mental state down.

Travis: Yeah, no, convenience is a huge factor. Yeah. But check out because what they…I sent you that link, but what they do is this similar thing where they record the audio and the video locally. 

Stephen: I had one snafu working on it, where it didn’t record the video.

And so I just, I lost faith. I think it was an error that could have been overcome now.

Travis: That’s another one on the tech side. I know people are trying to figure it out because, who is it? Yeah. Squadcast, who I was just mentioning. They keep teasing that they’re going to add the video.

They keep saying. Yeah. But, I still haven’t seen it this year, so hopefully if they crack the code, I’m going to, I am going to check out this 

Stephen: Yeah. Check it out. And if you’re down, you could do a test of it, just a one-day. 

Travis: Yeah, it looks like you are correct. They do supposedly have audio and video and then also a package to do live streaming with that, which just seems absurd, but that’s awesome.

Stephen: Yeah. So maybe we can play around with that at some point. 

Travis: Very nice. Nice discovery. 

Stephen: So have you found the live show to be, the new one you guys are doing? Has that been pretty successful? 

Travis: Yeah, I am falling in love with live streaming. It’s been for me, a big Keystone missing in my world of content and just my communication style, for the last several years.

I’ve understood the value of video. I get why it works. I get why it’s everywhere and everything, but I couldn’t figure out my mode in video. I tried doing e-courses and the more professionally produced stuff with good lighting, the nice-ass cameras, the perfect, whatever, literal teleprompters scripts.

And I was just like, I just turned into a robot and I was like, okay, so that’s not it. And then I tried doing what a lot of the other guys are doing on LinkedIn. I call it the camera in the corner type of videos where you’re in an empty room. You turn on the lights, you turn on the camera and you do your, ‘what’s up, guys?’

And there’s nobody technically there in the moment. For some reason when I would do that, my soul just like dissipates from my body. And I just think I’m like a robot talking to this other device in the corner, like welcome to the video about ‘three tips for…,’ and I’m going to say, who is this human that just showed up on video?

And I was like, okay, that’s not it either. So I was avoiding video practically all year. I was doing PDF sliders as often as possible.

Anything besides having to do video. And finally I discovered live streaming and, or having interviews like this, where no longer am I staring at an empty lens just wondering what the hell is going on. 

There’s reciprocation, there’s feedback, there’s interaction. And that’s the missing piece that I needed. So I’ve loved live streaming since then, because the real-time interaction is a massive piece for me, and then being on the marketing side, and the data nerd, the engagement rate.

Is unreal right now. I don’t know if it’s just because it’s new and people are interested or if it truly is just at a whole other level of engagement rate, but text posts for me are like one to 5% of videos. Maybe you can get five to 10% engagement rate. Our live streams have been getting like 80, 9,000, 250% engagement rates of people, multi, triple, and commenting for hours staying the whole show. 

Stephen: I think that’s a good show. So I think that’s the main thing that I saw different about your show is that it looked like somebody who was producing it. 

Travis: Yeah, no, this is the big piece that I think a lot of people are missing.

The technology that in a year can be used in so many more ways than we’re currently using it a lot across a lot of LinkedIn. It’s the little details I think that are gonna, as this gets opened up to more people and it becomes more saturated, you’re going to, I’m already starting to see it, watching people level up their streams and overlays and chat and everything.

So I love it, especially being at the forefront of the experimental side. And then also, a decent amount of me comes from the gaming world. I had my eyes on streaming and Twitch streamers for years now. Whereas other people are logging into streams for the first time, like discovering chat interaction and inside jokes happening and stuff.

And I’m like, Oh, man, I’ve been watching that happen for years. So it’s awesome to see it bleeding over into the LinkedIn community because it really is, yeah, exactly, a community builder. 

Stephen: Yeah. And that’s the trick I think, that I realized that building your business now, whether it’s thought leadership, community is a huge thing. Like being able to build that community and then mixing communities together. But yeah, you’re right about the gaming industry. Like I found OBS from somebody that was streaming on LinkedIn who was a young kid.

It’s pretty young for me, but, what I thought was cool about him is he was doing a live stream and he was just superimposed over his screen. Yeah, instead of being in that little circle that so many people do and I was just like, bam. I was like, that was awesome.

So, I contacted him and he taught me how to use OBS. I’ve been using that. But, yeah, I’m looking to do a live show, too. I just didn’t have the concept. And maybe you can give me some feedback. So I had somebody on my podcast last week. And, we were talking about mindset and being in the moment and using that as a tool to basically navigate all of the difficult things, like in sales or even doing this podcast, like the more I stay in the moment, the more I’m listening to what you’re saying and I stop thinking ahead.

So anyways, we had this idea that was like, What if we did a live stream, which was, we came up with a title after, but it was just called ‘Under Construction.’ And… 

Travis: I like it. 

Stephen: It was about talking about our businesses, in the moment, and using that as a time to face all of the really difficult parts about being in and starting a business.

So like talking about our goals, what the challenges were. Like, what are the things that we’re going to do in the next week that are going to give us the most impact in terms of growing the business and using the show almost as a way to really talk about some things that most people don’t talk about.

And then people could come on and they could talk about what their goals are, what their struggles are, and almost make it like an accountability style, live stream of sorts. And, we were thinking ‘Under Construction,’ because like really ultimately everyone’s under construction.

Yeah. Early or late. Yeah. Yeah. But who’s willing to get on the phone or camera and take off some of that polishedness that we all pretend that we have, every time we get on camera, and talk about some of the nitty gritty stuff that we’re going through. 

Travis: Yeah. Yeah. That’s the direction that’s missing from everything, the human piece. And I’m so grateful to have discovered it this year. And that’s why I think, yeah, where I found my home in live streaming. Because I can’t put on that YouTube. The personality, where they just need to film it for 30 minutes or however long they record and then they’re good and they edit it and slice it up.

On live stream, you can’t fake it. Like maybe you can for five or 10 minutes out the gate, if you wanted to, but when you’re streaming for hours, you can’t fake that. And that’s why people hang out a lot. There’s a little bit of it, sure. There’s a really good fancy talk show and the person is so interesting.

You’re captivated to listen for 45 minutes or 60 minutes, but what I’m seeing that’s been successful in the live streaming world is when people pull back that curtain that you were just mentioning, the human side, they show all the blemishes, of their story, of their room, of their whatever.

Now, obviously there’s a balance. Like you don’t want dogs barking and kids screaming and everything throughout your entire show, but it’s those human moments you were mentioning of pulling back the curtain and talking about a real story, letting people come in from the comments. Yeah. A huge thing that we started doing just on accident and it ended up being a blessing.

We had Jonathan Palomar coming onto one of our live shows one morning and his internet connection was just awful. Don’t know if he was just, yeah, he said he was coming back from a party. We’re like, what the hell man? So we pulled…, we dropped the stream link, exactly what you shared with me…

In the chat, during the live show, we pulled somebody on from it. And ever since that episode, we started doing that more. It’s those human moments, those real moments that you couldn’t script, you couldn’t write that in a video script. That, everybody loves. That’s what people remember. That’s why they’re going to come to the next show.

So I think that’s a brilliant idea to lean into that, more almost kind of ‘Tea with Gary V’ style of you can let people come on, share their story, their problem, and then you guys can share your insights and kind of the higher level view of it or lessons or advice. 

Stephen: Yeah, exactly like that, and also I was like, man, I could also use this as a tool for myself. I was like, cause the more honest you are with yourself and the more you just get on there and be like, so this is where my business is struggling right now. This is what I’m avoiding because I’ve… for whatever reason. And then working that out with my co-host or with anybody else that’s on, or like I was even thinking based off of your email last night, you told that little mini story before you got into the podcast. 

Yeah. So I was like, I was even thinking of you coming on, and just basically inviting people on that were willing to just be like just, it’s not like you have share things you don’t want to share, but who are the kind of guests that would come on there that are a little more innovative and a little more open who would talk about some of those things. 

You’re starting your new business right now. You’ve gotta be going through certain things. 

Travis: Oh, my entire world is under construction, quote, unquote 24/7, for forever and always.

Stephen: And that’s the kind of people I’d like to talk to. Like where you can just look at it that way. Cause it’s like a lot of the business world is just only “polished,” that’s only, you only get that veneer. And I just assumed that couldn’t really be the case. There’s gotta be something going on that they’re not showing. 

Travis: It’s special now in 2020, we’re in this pandemic era, Stephen, and it’s like the value of adapting and evolving and changing has been amplified through the roof.

Thankfully, that’s been a consistent Keystone of my life. Anyway, it’s just that consistent innovation trying to stay ahead of the game. But if you don’t have the habits or the mindset to adapt and evolve and continuously change, while stuff is under construction, you’re going to be struggling. 

Not only in the digital arena but now in the physical real-world arena. You used to be exempt from that if you had an old retail job or grocery store job where you just needed traditional stability, you didn’t want to change or learn new things. Yeah. Now, even in that it’s no longer avoidable. You’re going to need to adapt, evolve and adopt that mentality of being under construction all the time to thrive.

That’s what I’m seeing this year. 

Stephen: And what’s cool about it too, though, is that if you adopt that philosophy and then you wrap that into your content, it’s like you can solve all your content problems. 

Travis: Yeah. 

Stephen: If you adopt that mindset, because you basically are just exposing all the stuff that’s going on and, just using that to create content, which is all the stuff people actually want to see anyway. 

Travis: It keeps you yeah, a hundred percent, it keeps you in tune with trends as well. If you’re not flexing and adapting and you just have a content strategy in Q1, and you just plan to post one blog every month or every week, you’re missing out on so much.

It’s the people that can adapt and tap into stories like the, did you see the Tik TOK story of cranberry ocean spray? 

Stephen: Yeah. 

Travis: Why have we all heard that and seen that now? Because they were super in tune with the market, with the people, with the audience, the community, and willing to adapt and evolve.

I guarantee you that wasn’t in their Q1 marketing advertising plan. So yeah, I think that’s a brilliant idea to lean into that perspective of permanent construction. Because it really emphasizes the value of adapting in a creative way. Yeah. Cool. 

Stephen: I’m going to take your advice too. Cause I saw something else that you said when you guys were putting your show together.

That you guys were trying to… you’re…you over-thought, you over-thought it. 

Travis: Oh my God. 

Stephen: And then finally, you guys just did it and it was good. So we’re just going to go. We’re just going to go live. It was brilliant. 

Travis: No, it was, and it ended up working so much better. We had meetings like in backend Zoom rooms for months. Like a waste, like those should have just been its own show  itself.

And we were planning, we had all these things. We had Dr. Brian Harmon, very well-educated. He runs the curriculum at USC and high-level stuff. We were like, okay, we gotta utilize him as a lecturer and we could have segments, and then we’re going to have commercial skits that Alex and John could do.

And it was like just all this planning. And we eventually just hit this stalemate. Said ‘F- it’ and rolled with an improvised talk show and it ended up being the best decision we made and I’m super grateful for it. So it worked, it worked out for the best, for sure. 

Stephen: That’s the kind of mindset too, that I like.

So I’ve been working with a little bit more traditional companies and the one thing that I’ve always been pushing on them, basically, everybody that’s in my program is like, just start putting stuff out there. Just the act of doing it is what will tell you where to go from there.

It’s like you see, some of the stuff you just can’t think through and the more you think the longer it takes. And then what I’ve also noticed is the longer it takes, your mind just spins on it and then you don’t actually see any real results. And it’s almost, you almost get tired of thinking about it and then you just never do it.

Travis: No, I’ve suffered in that realm forever. The perfectionist paralysis. I’ve planned so many things and companies and businesses and brands in my head that haven’t come to life. Yeah. This year has shifted that dial because yeah, when COVID hit, I didn’t really have an option, but to figure it out and do something. 

Stephen: Brilliant.

It’s been feeling good. It feels good for me too, man. Cause I’m that same way. I’m that same guy as you, as a perfectionist and in this realm, like I’ve just been doing everything that’s uncomfortable. Cause like I said, like the audio is not quite right. The graphics, my logo. I don’t like my logo.

Travis: So it’s never, it’s never a hundred percent. It took me way too long to discover that, like I said. There’s a mindfulness level for sure. Maybe don’t be typing on your keyboard while recording a podcast, like simple stuff. 

But the uncontrollables and the competitors? Yeah. 

To do professional, Joe Rogan-level podcasts and stuff that people do, like out the gate? You’re like, Come on, man. He’s been doing that for like how many years? Almost a decade now. So it’s just been, so much of it is mental sailing into it. Get started, stay in tune with what works, what doesn’t work.

There’s never going to, and even when you do find what works, it’s not going to work in a couple months anyways. So don’t worry about it being perfect. All the video kings on LinkedIn right now are shitting their pants because video reach is losing. 

Stephen: What is your take on that? Like I do, I have done a lot of video posts, but it doesn’t really worry me for some reason because I’m trying to figure this out for a longer, I have a longer mindset, but what’s your take on that?

Have you heard much about that? 

Travis: I’m so yeah, I guess my internal personal perspective is yeah, similar to yours. I will adapt, evolve, survive with LinkedIn, without LinkedIn, with video, without video. I’ll find a way to make it work somewhere somehow. So me personally, I’m good.  I am disappointed in the timing.

I just launched my podcast and now I’m slicing it into. Good micro content clips that are all video-based. So for selfish reasons, I’m a little annoyed that the timing of that was impeccably awful. 

Stephen: Like you’re doing audio grams of…

Travis: I’m trying to do a little bit more than the audio grams, but exact same concept.

Yeah. Just like a little more flashy or something. So yeah, that kind of sucks individually, but in the long haul, it’s one of those uncontrollables, like the algorithm gods are going to be the algorithm gods and you can try to game it and play it whatever to your advantage for a degree. But, I’d much rather go with the stoic philosophy of focusing on what I can control leaning into what is working and what does work.

Maybe it’s, if it’s not LinkedIn, we’ll head to Tik TOK 

Stephen: That’s what I was thinking too. 

Travis: Yeah. 

Stephen: That’s what I was thinking too. Cause I think the gaming stuff gets old and I think it warps your mind a little bit. Like when I first joined a video program at one point and they told you to get into these groups and kind of share stuff.

And I was like, after I was in and I was like, this isn’t sustainable. 

Travis: Yeah. This isn’t the way you’re supposed to do it. 

Stephen: Plus you’re like, you’re gaming it with other people that are gaming it. And it’s, I just knew something about that wasn’t good for my brand or good for my ability to learn.

So my thought is just as these things happen, you just continue to figure it out. Like I downloaded Tik TOK and I was looking at it. There’s some really cool stuff on there. Like it’s got all these, you can do a lot of the editing stuff just on your phone. 

Travis: A hundred percent.

Stephen: And I was like, Oh, this is interesting. 

And so then my brain started saying, Oh, what could I do now? So I think that’s the better way, just continuing to think creatively and not try to game it. Cause all of these skills are things that you just build on. 

Travis: No, if they’re doing their jobs right, the algorithm gods, good content, truly good organic content, will find its place. There’s no way you see it. You can play the opposite game and try to make crappy content feel like good content or look like good content to the algorithm. But eventually then when it switches to dwell time or they switch to more important factors that can’t be gamed, you’re going to lose that crutch. Yeah. 

Stephen: I come from a technology background. So I’ve only recently started doing what I’m doing. I grew up as a software engineer. Like I was like, when I saw this going on, I was like, dude, these guys can figure this out. Like they know what’s going on.

Travis: No. Yeah. 

You’re, it’s very similar. Yeah. And SEO worlds you are not smarter than Google, sorry. Especially as a collective. You may think you’re onto it, but long-term it’s not sustainable. It’ll hurt your brand. And then, yeah, it’s obviously going to disappear at some point. 

So again, brings us back to that point, the importance of adaptability and kind of being in the moment with how quickly the digital realm evolves and changes. You just better have your ear to the ground and stay in tune. There’s far more opportunities out there than I think people are aware of. People get scared when they hear that all of their eggs are in one basket. Like some of these LinkedIn coaches or LinkedIn video people that have been just doing the same thing the last two years that worked for them are shaking when they realize, Oh crap. Was all of this going to be crumbling? is my world falling apart here? 

Stephen: By the people I work with too. I talk a lot about LinkedIn with them. But I’m always just Hey, these are just basic skills.

I’m almost more just trying to turn the light bulb on for you than anything else. That’s probably, I know I say I do all these other things for you, but probably the best thing I do for you is just to turn this light bulb on so that you start thinking about this stuff creatively for yourself and how you’re going to build this thing around you, which we all have the opportunity to do now.

Travis: And, so it’s, I’ve been thinking about that too. It’s a huge concern that I am so grateful I learned this lesson way long ago, back in the MySpace days we were mentioning. 

Stephen: Yeah. 

Travis: Don’t build your empire on rented land. That’s where all of the trouble can happen. If you have everything invested, either all your entire audiences on LinkedIn, or you’re a hundred percent on YouTube or whatever you insert into that formula, you want to decentralize and own your audience, right? 

If you don’t have their email, you don’t own that. If they’re a follower on LinkedIn, a subscriber on YouTube, whatever the hell they call it on any other platform, it doesn’t matter. The moment that site shuts down or transfers or gets acquired or changes the algorithm, your entire company, or brand or business can shift overnight.

I learned that losing everything. I built on MySpace. I had built all of my audience, a hundred percent on there. I didn’t switch to Facebook. Didn’t even make a page. Didn’t switch to YouTube. Everybody else was. I didn’t make a website or a mailing list. I did none of the above. 

So the moment MySpace died everything along with it was gone, the audience as well. It was a ghost town there. So that was the lesson that I learned so early that I’ve seen it happen on Instagram, on Tumblr. So many places. Please. Own your audience with their email address, their phone number or a real human connection, a relationship where they would support you wherever the hell they go.

Cause if they’re just a digital follower, they’re technically not yours, right? 

Stephen: Yeah. No, that’s a good reminder, man. And that’s something I think a lot about too. So real quick, how do you help people? And to be honest, I’m curious too, because like I could see myself working with you. There’s some things that you’re doing, that I kinda even want to know how to do.

And I can even see you helping me with a bunch of different things. So how do you help people specifically? 

Travis: Yeah, so my world is split into two lanes right now. I have a marketing agency side where anything you need marketing top to bottom, anything you would hand off to a COO we can handle as your virtual COO, is the one-liner, but what you’ve been seeing and what I’ve been super interested in this year is live show media, production, batched with that post-production process. 

We were mentioning all the post-production in publishing. So how I help people is by building a show for them where they can convert one hour a week into five to 10 pieces of micro content that’s published on their own site. 

If it wants to be distributed as a podcast, or that makes sense, or sometimes it’s a community show, but basically I help people unpack, “What is my content communication style? How do I get a show going? How do I get all this rocking and rolling?” 

There’s a lot of stuff to figure out in the tech side and creative side and branding side. So I’ve been able to really merge all of my worlds and help people as a live stream producer, live stream coach, is this new identity I’m coming into that I’m realizing I’m far more helpful than I was aware of in prior years. 

Stephen: Oh, that’s awesome, man. And I could see myself reaching out to you for some of that, because basically, those are some of the things I’m doing too.

And I’d just love to have someone like show me, help me accelerate that process. 

Travis: Exactly. 

Stephen: And especially help me to clean up a lot of the stuff that I’m doing now, that when I just look at it, I’m like, man, I could be doing better here. I could be doing better there. That stuff. 

Travis: No, that’s, yeah.

Accelerate is a perfect phrase for it. It always sounded cheesy when I was writing it on paper, but the package I’m putting together makes sense as an authority accelerator, having your own show, having that content surplus of micro content. And then high level guests that can put you in touch with, if you set your show up, people that never would have responded to you ever before are suddenly… 

Stephen: That’s what I’m…

Travis: …interested and, or coming to you, which is even crazier. A lot of power to tap into this media based marketing live stream world. Yeah, it’s been amazing to learn, from the inside, from the outside, from the client side, from the audience side, it’s just a whole new world and it’s evolving so quickly that, it keeps me satisfied to just be continuously innovating, whatever’s the new things, you can do with this beautiful, brilliant technology, man.

Stephen: Yeah, no, I agree. That’s why I’m doing it. That’s why I took a whole career shift. I was a software engineer and then turned marketer slash live streamer. So anyways, man, so cool. So what’s the best way to get a hold of you? 

Travis: As of right now, LinkedIn is my current Homebase. Getting better at building that into other networks. We’re experimenting with Tik TOK.

But for me personally, I would love to connect with you on LinkedIn. That’s where Stephen and I are rocking and rolling. And it just is such a positive vibe. So that’s the number one place. And then if you would like to subscribe and check out any future events, check out That’s where I’m hosting my podcast.

We’re putting together new live stream shows, experiences. All of that can be seen at We would love to have you.

Stephen: And I’ll link to some of that stuff as well, too. Perfect, man. So man, I want you to come on Under Construction, so I’m putting you, I’m putting you on the spot. You’re gonna need to get the dice ended up.

Travis: We, yeah, we have, it was coming to life on this show anyway. So it would be right to come full circle. 

Stephen: And it is a 24 hour show, just like the other one. 

Travis: Brilliant. 

Stephen: Cool, man. Hey, I really appreciate you coming on. I’ve really been looking forward to this. I look forward to getting to know you better and, thanks again, man.

Travis: Awesome. Thank you so much. 

Stephen: I’ll see ya.

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