Victoria Blinova is a senior strategic partner manager at Google, specialising in YouTube deals and leveraging her marketing skills to drive business growth. She is passionate about personal branding as a tool to boost visibility and reach.
Now as a start-up co-founder and advisor, Victoria is deeply engaged in the tech start-up scene all the way across Europe, the UK, and the Middle East, and has experience managing multi-million dollar budgets for retail and real estate executives, along with leading the digital marketing for Nestle’s MENA B2B Business.
An Interview With Victoria Blinova
Why Victoria Chose LinkedIn to Build Her Personal Brand
Given her role at YouTube, Victoria admits it would make sense for her to use the platform to grow her own personal brand. “I teach people how to use it to raise their visibility. But I realised that video isn’t my favourite format.
“So I decided to use LinkedIn instead. I thought if I know how to create content and build an audience, I can do that for myself. And then I intended to promote it to the YouTube creators I work with.
“I essentially followed the tips that I gave other creators on how to grow on YouTube. Because while the format and platform are different, the system is the same. I was confident I could apply what I knew successfully to LinkedIn.”
How to Narrow Your Focus for Greater Returns
Victoria recommends experimenting with different types of content to find what you enjoy. Then, commit to a goal, such as publishing 50 pieces of content. “It feels overwhelming, which is why you have to just start.
“When you choose the format you like best, it will make such a difference. Your content will be authentic and engage people. And once you get comments from your audience, it will motivate you even more to keep creating content.”
Victoria also recommends bringing your personal interests into your content so people can get to know the whole you. “Definitely talk about your business niche. But if you’re a sports fan, then talk about that too. It builds connection.”
Tips to Promote Your Personal Brand Online with Confidence
It’s hard to be consistent with personal branding content, especially when you’re starting out. But Victoria says she imagines she’s doing it for others, not just herself.
“I know there aren’t a lot of female creators putting themselves out there online, so I speak for them too. It’s not all self-interest. Instead look for ways to promote others too. I share my voice to inspire younger people who can reach out and ask for my help.
“And you’re also benefiting your business. With each post you write, you grow your personal brand, but also the business brand. That grows the company and brings in money to pay your employees. All of these things feed into your own brand voice. And of course, you’re helping your audience too.”
Why You Should Create Personal Brand Content for Yourself First
That said, at the start, don’t focus too much on how many readers or viewers you have. For Victoria, she felt it was something she needed to do. “I manage YouTubers, so I need to create a voice.”
Find your own ‘why’, whatever that is. “But remember,” Victoria says, “It’s just a marketing exercise. It has nothing to do with you as a person or your self-worth. You’re working to share your knowledge and build your confidence with content creation.
“It will take time to get good at it. So don’t take it too seriously. Just as athletes and chefs get better over time, so will you. Keep practicing and improving. And know that you’re doing the right thing, even if others around you aren’t convinced.”
The Current Landscape for Women in Tech
Victoria believes that covid disproportionately affected women. “A lot of women have been laid off from work. The stats show that women were already underrepresented in the tech space.
“Companies like imagi, which now teach kids how to code, originally put their focus on reducing the gender gap in areas such as software, tech and engineering. But it seems like we’ve started to go backwards recently.
“It’s not just about encouraging girls and young women into the space. Instead, we need to encourage individuals to build systems to accommodate women. We need to create supportive communities to help women get into the industry and then to thrive.”
How to Deal with Self-Doubt
Victoria says she often feels self-doubt, like everyone does. “We all experience imposter syndrome, it’s a natural part of being in business. But I try to be aware of those negative thoughts. I practice self-reflection a lot.
“I also have therapy, journal, all of those things. I work to improve myself all the time. I request regular feedback from my peers and my managers, too. Because I want to exceed my limitations and build my confidence. It’s so important in my line of work.”
How to Connect With Victoria Blinova
- Connect with Victoria on LinkedIn
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Mentioned in This Episode
- Head of Strategic Partnerships at Agorapulse: Mike Allton
- DM Victoria for a free review of your LinkedIn profile
- Tech start-up: imagi
- TubbTalk interview with Nancy Henriquez: One Woman in Tech’s Remarkable Journey From MSP to Community Manager
- Victoria’s dad’s YouTube channel: Your Russian Dad
- VP of Marketing at Kurt Geiger: Pascale Montaner
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Richard Tubb is one of the best-known experts within the global IT Managed Service Provider (MSP) community. He launched and sold his own MSP business before creating a leading MSP media and consultancy practice. Richard helps IT business owner’s take back control by freeing up their time and building a business that can run without them. He’s the author of the book “The IT Business Owner’s Survival Guide” and writer of the award-winning blog www.tubblog.co.uk
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