Simplify Your Marketing

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W four WN Radio. I got
the time And did you know women represent

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just three percent of Fortune five hundred
CEOs and less than fifteen percent of corporate

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executives at top companies worldwide. Have
you wondered what the secrets are to getting

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into the top ranks, whether in
the private or public sector. Do you

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want to figure out how to stop
being held back in your career? Are

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passed over for promotion, then you're
in the right place. Hi. I'm

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doctor Mattlanann Lewis, President and CEO
of the Executive Women's Success Institute. I

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have decades of experience in the military, the federal government, and corporate America,

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and my mission is to help women
succeed and tap into their full potential.

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I want to reach a million plus
women around the world to become the

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leaders they are meant to be.
So if you want to move into a

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management or executive level position, or
maybe you are a female veteran transitioning out

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of the military into business entrepreneurship,
then reach out to the Executive Women's Success

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Institute at three zero one six nine
three three two eighty four. Let us

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get you on the fast track to
success. Well. Hello, and welcome

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to the Success for Women's Show,
where you can view us on Talk for

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TV and listen to us on the
Women for Women Network. I am doctor

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Madline. Ann lewis your host,
and my mission is to help women accelerate

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the path to success. Well.
Today's topic is Simplify your Marketing and my

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guest is Shannon kirkindaal. Let me
just give you a little bit of background

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about her. Shannon's journey from a
technical vertical virtual assistant to the founder of

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up Automation is a testament to her
resilience, adaptability, and marketing acumen.

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Launching her first business in two thousand
and five, she quickly gained a reputation

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for precision and dependability, skills that
would later underpin the success of her digital

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marketing agency, up Automation, founded
in twenty fifteen, specializes in helping SaaS,

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femtech and cybersecurity startups unlock their growth
potential through strategic marketing and sales techniques.

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Expertise, combined with her focus on
authenticity and personal connection, allows her

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to deliver customize, impactful solutions that
drive business success. I'd like to welcome

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to the Successful Women's Show, Miss
Shannon Kirkandal. Hi, thank you for

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having me. Doctor Madeline Well,
thank you for being here. It is

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a pleasure. Can't wait to hear
your story and how it all began.

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But before we get started, I
usually ask, you know, give the

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standard bio on my guests, but
then I like to ask the guests,

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So just tell us what you want
us to know about Shannon Kirkandal Ah adventurous,

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motivated. I'm a single mom.
I have a daughter who's thirty years

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old, and so raised her up, and quite honestly, I really really

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like her. I think she's become
an amazing human. Not to toot my

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own horn, but I feel like
that's sort of half the battle. When

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you're raising children is you know,
bringing good humans into the world. So

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that's one of my success stories.
I've had a business for the last twenty

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years and what I've learned over that
time is there is one thing that businesses

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really need in order to make sure
that people know they exist, and that

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is bringing awareness to who they are
and what they do. And the way

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to go about doing that is through
for me, strategic organic content and reaching

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out to people that would be part
of your ideal audience and connecting with them.

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Wow. So tell me what motivated
you to shift from technical assistance to

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digital marketing and how did you navigate
that transition, because I know I had

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to. That was a big kind
of a big gap or not, I

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wouldn't say gap, but a kind
of a big transition there that you hit

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to navigate. So I think for
me, it came down to a couple

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things. Uh. One, I
was following a company called Digital Marketer out

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of Austin, Texas, and I
was working with a client and we were

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actually implementing one of their strategies into
a tool that the time that was called

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Infusion Soft it's now called Key And
so we were building out this big strategy

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where we were segmenting her audience and
the goal was that we would automate her

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email marketing so that she could start
selling her courses more regularly, more consistently.

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And it was during that time that
Infusionsoft was also having like their summer

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event that they have and I really
wanted to go. Well, my client

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had paid for me to do the
training for Infusionsoft so that we could implement

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the strategy, and so she said, you know what, I you know,

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you've taken to this so quite easily. I'm going to pay for you

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to go to this event. And
so it was at that event that it

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was like, it's time to give
Shannon a race. I'm not a VA

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anymore. I'm helping people grow their
businesses, and my expertise beyond just the

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basics of what a virtual assistant would
do on the technical side. So I

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had some people around me and I
was like, you know, and I'm

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going to build a team and then
I'm going to create this agency. And

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it took me about six months to
put all the pieces together, and that's

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what I did, and through that
I was able to increase my rates.

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But I was also able to bring
in clients and have the team work on

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those projects while I was managing the
team. So it was a slow process,

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but at the same time, it
was like the most rewarding And I

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think what it came down to was
I needed to find the value you and

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myself and the services that I was
offering in order to do that, because

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I didn't see it until I had
actually gone through that training and infusion Soft

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and then it ended their event where
there were all these breakout sections and I

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had my AHAs, wow, yeah, you know, I do recall infusion

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Soft when it first started out because
I actually had uh had I was.

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I actually had it implemented it in
my business for a while, so I

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do remember that. And if I
recall, even though I kind of learned,

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you know, sort of how to
use it, I didn't always use

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it. It was somebody else on
the team, but I just kind of

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I thought it was a little difficult. So if you you know, you

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understood that it's not easy. I
just kind of, you know, it's

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one of those things where because it
was a part of the business, I

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wanted to kind of know what it
was about. So that's why I you

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know, learned a little bit about
it. But when I started really trying

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to get into it. I really
realized, Eh, this is a little

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bit you know, technical for me, So I'm just gonna let you do

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it. Okay, I know enough
to dangerous. Yeah, So you know,

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I can understand how once you got
to the training and you saw of

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this going on and how you had
been involved in it beforehand, that that

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would give you an Aha moment.
And and then the thing about it which

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is so impressive is that you actually
acted on it. You didn't just you

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know, sit there and have that
Aha mom with them. But when you

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left, all of a sudden,
it was like, I don't know,

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you know, because you you could
have You actually could have done that and

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not really acted on, you know, the thing and started your business.

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Exactly the risk that I took because
I made that change. I did lose

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some clients because they weren't ready for
me to make that change. Okay,

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So I took a risk, but
I took the risk, and I bet

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on myself right because I had learned
these new skills, I now could charge

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more for my services. So I
gave myself a raise, you know.

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And that's you know, and as
business owners, that's what we have to

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do it is I mean a lot
of times you do take risks. I

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mean, and you know, as
a business owner, you have to look

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at it and see it as an
opportunity and yeah, there could be a

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certain risk in it, but it's
an opportunity. So sometimes you just have

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to step out there and just let
it happen. See what happens. And

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in your case, it worked out
for the better. It did, it

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absolutely did. Now your work is
deeply rooted in resilience and adaptability, as

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we can see from how you transition. Can you provide an example of a

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significant challenge that you faced and how
you may have overcome that challenge. Yeah,

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so this is This happened about a
year, almost two years after I

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started my agency. It's my first
really big fail. I brought in a

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project manager who was going to manage
the team. My job was to go

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out and get clients as the founder, so that's what I focused on,

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and it was much harder to find
clients than I thought. I wasn't when

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I had my virtual assistant. All
my business came through referrals. So with

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an agency, it was a very
different beast and I didn't have the mechanisms

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in place. To be generating leads
consistently for my own business, and my

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project manager wasn't managing the projects that
we had, and because of that,

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I started to run in the red
managing the finances. I was on the

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entrepreneurial roller coaster feast or famine,
And basically it got to the point where

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she got frustrated and decided she was
going to quit without any notice. That

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quitting was detrimental to my business,
and that's on me because I didn't have

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things properly in place. So when
she left, I had to let go

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of the five people that were managing
projects. I had to let go of

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the clients. We had three large
clients at the time. I had to

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let them go, and I had
to issue partial refunds. Wow, And

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I was devastated. I was embarrassed. I didn't know what to do.

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So there was during that time while
I was trying to find clients and trying

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to figure out a mechanism to put
in place so that we could get leads,

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I was thing. My project manager
quit before I could even get that

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stuff set up. And so because
I had learned this mechanism to put in

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place, which was LinkedIn was reaching
out to people on LinkedIn and making them

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aware of your business. I was
like, you know what, I'm just

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I'm going to go ahead and throw
this up there. I don't have any

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business. I don't know what to
do. But I went ahead and I

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put this LinkedIn lead generation system together
and I started generating leads form an agency

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I no longer had. And so
because I had been partnering with this company

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called Digital Marketer out of Austin,
Texas, there were people in that partner

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group that I could reach out that
would be able to fulfill. And so

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I went to three of them and
I said, I'm going to send you

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guys the same three the same leads, because I understand it's not a one

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size fits all, So they're gonna
basically each approach and whoever the person went

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with, whoever the client decided to
work with, they were going to give

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me a twenty percent referral fee.
And so I did that for three months,

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and that's what I survived on while
I put together a whole new agency

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package that didn't require a team.
Okay, and so there was one person

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from my team that did come back
and he helped me basically manage this process

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that I put together, and then
at the same time I decided to put

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all my stuff into storage and buy
a round trip and buy a ticket through

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Remote Year, and I spent two
years traveling the world while I built my

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LinkedIn lead generation system. And so
I made lemon out of lemonade. But

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I definitely spent three weeks after that
like big fail, feeling sorry for myself,

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trying to figure out what my next
steps were. I thought I was

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going to, you know, drive
people around as their designated driver to wine

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taste like I thought i'd do something
like that. Realized I don't really like

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driving at night, so that was
going to be a good idea. Lives

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would be at stake, So no, but having that time to develop the

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LinkedIn strategy and seeing that if I
could make it work for me, then

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I have something here. And so
I started reaching out to other marketing agencies

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because I knew they were struggling with
the same thing I had been struggling with.

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And I said, this is what
I can do for you. And

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I charged fifteen hundred a month,
fired a three month commitment, and I

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was filled to the gills. Okay, I made lemonade out of the lemons.

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Absolutely some times. Yeah, the
pain point you found out you were

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able to meet their needs because,
like you said, they they were looking

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for something too, and you came
along and you provided that's something. So

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hey, yeah, wow that was
a big fail. That just that was

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really really hard, you know,
just because I think, you know,

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having that conversation with clients is embarrassing. Yeah, you know, because they're

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looking at you like, wait a
minute, you can't run your company.

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You're mismanaging funds, you know,
and it's like, as with everything I'm

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learning, you know, I can
tell you that that was the one and

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only time that something like that happened, because after that, I was introduced

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to a book called profit First by
Mike mccallowitsh Okay, profit first is a

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way to run your business so that
you're not you're not seeing what your profits

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are after tax time. You're actually
taking your profits and putting them away.

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Okay, all right, And every
three months you take your profits and you

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do something with them. So you
either put them back into the business or

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you go on vacation, whatever you
want to do. Mike says, it's

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you know, this is your profit. There are accountants out there who know

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how to do the accounting for people
who are using the profit first method.

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But it saved me. Like it
is you know it. It's basically you

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get you know, the money comes
in for the services that people are paying

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for, and then a small portion
of that anywhere from one to ten percent

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gets immediately pulled out into a different
account and you just ignore it and work

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with what you have. We find
that as entrepreneurs, we know really what.

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We know how to bootstrap, we
know how to find the free tools,

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we know how to maximize those free
tools, but whenever money comes in,

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we're like, oh, we've got
some money, I'm going to go

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get this tool that costs three hundred
a month, only to have to take

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it down because of the feast or
famine all right, only to have to

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take it down because we can't afford
to use it anymore. So profit first

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teaches you how to basically manage the
money that's coming into your agency so that

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you're not dealing with the feast or
famine. You know, on the months

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that you might not have clients come
in, you've got money in your profit

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account to use to make sure you're
covering your expenses. So it was just

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brilliant It was just something that I
hadn't seen before, and I was so

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grateful when it was referred to me. So I refer to everybody like,

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if you're starting a business, read
this book. I'm gonna have to make

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sure I get that book. Yeah, I keep a copy by my desk.

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Okay, yeah, I actually will
tell us said it profit first book.

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That wow, So tell us about
your your core philosophy on authenticity and

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personal connection. In marketing people,
we hide sort of behind these personas and

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we need to basically show up.
Yeah, you know, we need to.

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We need to show all of ourselves
for the most part. All Right,

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people do business with people, especially
now. I read a lot of

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articles where, you know, corporations
are like, well, we want to

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market what we offer for the corporation, and it's like people aren't interested in

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what the corporation has to offer unless
you've got a face. Is there somebody?

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Do you have a face to the
corporation, somebody with the personality who's

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willing to show up and do the
good, the bad, and the ugly.

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All right, that's what people want. I still have a hard time

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with that, but I know that
it works. You know, you see

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a lot of people post content and
then they've got a personal picture on them

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on the profile. The reason they
do that is because people will stop and

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take a look at the picture.
It stops the scroll. They do it

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because it works, and it doesn't
matter if your b corporation you're like,

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well, that's not professional, that's
not what we want to do. We're

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not going to do that, and
then five months later you're complaining because you

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don't have any business. It's because
you're not showing up for the people who

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want to support you. And if
you're not willing to show up for the

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people who want to support you,
they're going to go away and they're never

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going to support you. So you've
got to show up. Find the face.

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If the face is a cartoon,
create a cartoon character. You know,

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there's so many different ways that you
can go about that, but you

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got to be real. You got
to show up, yes, and you

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have to just be open minded and
you know, you guess what, You're

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going to make mistakes. Everybody does. It's part of the process. And

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actually sometimes those mistakes can be highly
profitable because they're going to get a lot

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of attention. Absolutely so absolutely,
that's that's where That's where I'm at on

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that. Wow. So how do
these types of values drive your strategies and

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outcomes for your clients? Part of
it is is having the conversation with my

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client and making sure that I'm setting
some clear expectations. You know that when

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you're coming to work with me,
I'm not going to tell you that I'm

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going to get you I'm going to
get you five new clients this month when

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we've just gotten started, Like,
I'm not going to do that. That's

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a bold face. That's a bold
face line. Anybody who says that they

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can do that is actively lying to
you. It doesn't work that way.

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It takes three months just to build
up momentum, and it takes six months

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to see results, right, and
if you are an enterprise company, a

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company with five hundred or more people, it's going to take you longer than

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six months. It may take a
year, it may take a year and

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a half. And that's the truth. And anybody else who's saying otherwise,

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they're they're lying to you. They're
looking for a cash grap And that's how

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I see it. Wow. Now, I know that you've probably worked with

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a lot of platforms and some of
them such as probably HubSpot, Clavio,

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Zoho, CRM. Tell us,
how do you determine and which of these

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tools are the best fit for particular
client because and then there's so many outfits.

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Yeah, there's there's a ton.
So I take a look at you

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know, it's through conversations with the
clients. So I take a look at

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where they're at in their business.
You know, have they are First of

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all, are they even using a
CRM? All right? Are they keep

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are they building a list of some
kind? All right? If they're if

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they haven't even done that, I'm
actually going to introduce them to a tool

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that one is either free up to
one thousand up to one thousand emails or

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something that's going to be around the
twenty five to fifty dollars a month range,

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all right, So really, one, what can they afford? Like

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I said, I'm all about bootstrapping, So I know free tools, I

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know what we can do. So
it really is all about what stage of

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the business are they in, what
is their budget, and what are their

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goals with regard to one having the
CRM? Do they want to you know,

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put together some email marketing? What
sort of offers do they have?

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So I take a look at everything
in the business before I recommend a toll

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because to me, HubSpot. HubSpot's
like your enterprise. You want it to

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run everything. Like I've got a
client who actually has their website completely done

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on HubSpot. All right, They're
using every aspect of HubSpot. That's about

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three thousand dollars a month for all
of that. All right, she can

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afford that. That's what she wants. She has media, she has books,

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she has coaching programs, so you
know she needs all of it.

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But if that's not where you're at, start with something smaller, because here's

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the thing. Every single one of
these CRMs has a team that will actually

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take what you have from one CRM
and move it into theirs. And most

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of the time it's free of charge, so you can transition to it.

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You can upgrade to a new cr
as your business grows, all right.

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I'm a firm believer and don't take
on more than you need. Most of

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the time, these tools sit idle, not doing anything for them, and

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meanwhile they're spending three hundred a month
or whatever to have the tool. So

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make sure you're you know, the
client needs to make sure they're in a

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position where we're going to take advantage
of that, because for me, I

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want to get in there and start
putting pieces and building out campaigns right away.

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Yeah. Absolutely, I want them
to take advantage of what they have

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available to them. Wow. And
just for the listening and viewing audience out

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there, we're talking about the different
CRMs when we talked about the HubSpot clabo

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and just to clarify, CRM is
customer relations men exactly. Yeah, I

295
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just wanted to make sure that everyone
out there knew what we were referring to

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when we kept using the acronym CRM. So, given the fast paced nature

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of digital marketing, how do you
stay updated with industry trends and ensure your

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clients benefit from the latest advancement because
things change so quickly, very quickly.

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What I've seen with digital marketing is
I'm seeing it do a bit of a

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full circle. At least a couple
of years ago I saw a full circle.

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So which is what it does because
the names change. When I started

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out in marketing as a virtual assistant, it was called Internet marketing. When

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I started my agency, it was
called digital marketing. So but for me

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to answer the question, I don't
rest on my laurels. I'm a firm

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00:26:51.279 --> 00:26:56.799
believer in continued education, So for
me, I will look for webinars,

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I read articles, I just I
absorb in for so A couple things that

307
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I'm doing right now to stay on
top of current trends would be one.

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I am listening and I'm reading to
Gary Vaynerchuk's new book Day Trading Attention.

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That's one of the things I'm doing. And then the other thing I'm doing

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because I do LinkedIn lead generation for
my clients, I decided to retake a

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course that was offered when I first
started doing LinkedIn lead generation. The course

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came back by the same person I
took it from seven years ago and they've

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revamped it, and so I was
like, you know what, I'm going

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to go ahead and take it again
because maybe they've got new information. So

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quite honestly, what I have found
is I actually know a little bit more

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than they do. Not brag.
Yeah I'm bragging, But at the same

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time, when you do something for
a really long period of time, you

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learn all you like, you've got
to learn the rules to break the rules.

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So for me, it was like, I'm going to go back to

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basics and that ultimately helped my business
because I scaled back and went back to

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basics. It was like relearning the
rules because so much had changed, and

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sometimes you have to do that.
Things change so quickly that sometimes just pulling

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back and going back to the basics
and then trying again is what's going to

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work. So why LinkedIn though,
Why do you like that particular platform platform?

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Because if you are a B to
B, if you're looking for other

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businesses to connect with, if you
are looking for the CEO, the owner,

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or the founder, LinkedIn is where
they're at. Okay, you know

328
00:28:51.759 --> 00:28:56.079
we're looking at It's now reached a
billion people. Yeah, and it continues

329
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to grow. I used to get
frustrated because the number was never the same.

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That's how quickly it grows. And
that's one billion people worldwide. Eighty

331
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percent of people on LinkedIn log into
it daily, every day, every day.

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But here's the thing, only six
percent of everybody on LinkedIn is actually

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posting content. Six percent. That's
it. I think about all the room

334
00:29:29.960 --> 00:29:34.359
there to really get your message out
there. Absolutely all right. So for

335
00:29:34.400 --> 00:29:41.319
me, because I work I work
primarily with sas technology, cybersecurity and femtech.

336
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Those founders all right, And I
use sales navigators, So sales navigator

337
00:29:47.039 --> 00:29:52.079
is really going to let me hone
in on who my target audience is so

338
00:29:52.119 --> 00:29:56.279
that I can get in front of
them and so, and I don't do

339
00:29:56.319 --> 00:30:02.519
a pitch fest. Nothing bugs people
more are than to connect with them only

340
00:30:02.599 --> 00:30:10.640
to be sent five paragraphs with me
tell me about it. Yes, I

341
00:30:10.680 --> 00:30:14.920
scratched my head, but I actually
figured out a new strategy to engage those

342
00:30:15.000 --> 00:30:19.920
folks, Okay, all right.
And it's not about pitch slapping them back.

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It's just about starting a conversation to
see if what they're doing is actually

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00:30:25.960 --> 00:30:30.480
working, okay, because I know
it's not. Yeah, I mean it's

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00:30:30.559 --> 00:30:34.640
like I get those all the time, you know, Like you say,

346
00:30:34.759 --> 00:30:42.240
the long messages in my inbox from
LinkedIn, you know about something or other.

347
00:30:44.400 --> 00:30:47.559
Yeah, it's well. And the
thing with if you're going to do

348
00:30:47.799 --> 00:30:52.319
outreach on LinkedIn, you're going you
need to build the relationship absolutely all right.

349
00:30:52.920 --> 00:30:56.799
I'm not like I'm gonna I'm gonna
connect with you. I'm gonna invite

350
00:30:56.799 --> 00:31:00.720
you to connect with me. The
first thing you're going to do is look

351
00:31:00.759 --> 00:31:04.200
at my profile, see if I'm
worth somebody connecting with. Absolutely, accept

352
00:31:04.240 --> 00:31:08.240
my invitation and I'm just going to
send you a simple email saying thanks for

353
00:31:08.319 --> 00:31:12.839
connecting. Yes, pretty simple,
that's it. Yeah, that's what I

354
00:31:14.000 --> 00:31:17.079
was doing in the beginning. And
then I started getting these people sending me

355
00:31:17.160 --> 00:31:21.720
these long things, and I thought, hmmm, should I just keep saying

356
00:31:21.759 --> 00:31:26.680
thanks for connecting? Or do I
need to do something else? So well,

357
00:31:26.720 --> 00:31:30.119
there, I feel like there's two
school of thought out there, all

358
00:31:30.200 --> 00:31:33.880
right, And I've worked with two
different clients in this aspect. I have

359
00:31:34.000 --> 00:31:38.640
the client who understands I got to
build a relationship and that it's going to

360
00:31:38.720 --> 00:31:42.119
take you some time to build up
the momentum to get people into the funnel

361
00:31:42.599 --> 00:31:47.799
m hm, and to engage with
them before I get somebody who's interested in

362
00:31:47.839 --> 00:31:51.799
booking a call. Then you've got
the people on the other side who are

363
00:31:52.240 --> 00:31:55.599
no. I don't like it when
they come in and they trying to be

364
00:31:55.640 --> 00:31:57.519
friends with me. I just know
I just want to get it out of

365
00:31:57.519 --> 00:32:04.480
the way and move on. Oh
wow, that's their attitude. And I

366
00:32:04.519 --> 00:32:07.920
don't like working with the clients that
say no, I don't want to nurture

367
00:32:07.960 --> 00:32:14.160
the lead. Okay, I can't
help you if you're not interested in nurturing

368
00:32:14.160 --> 00:32:17.759
the leader building a relationship. I
can't help you, and you'll start just

369
00:32:19.359 --> 00:32:24.440
pray and spraying. Wow your spam
message to all over. Yeah, and

370
00:32:24.480 --> 00:32:28.319
you're going to get a lot of
engagement, but most of it are going

371
00:32:28.359 --> 00:32:32.039
to be people who are angry and
annoyed exactly like I because I like to

372
00:32:32.200 --> 00:32:36.559
the people that especially that I'm connected
to. You know, when I see

373
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that their birthday is I use I
like to send them a you know,

374
00:32:38.759 --> 00:32:45.839
happy birthday or congratulations on your anniversary
or a new position or whatever, you

375
00:32:45.880 --> 00:32:51.160
know, just to send something that's, like you say, not trying to

376
00:32:50.680 --> 00:32:55.559
sell them anything or whatever, just
staying connected and just letting them know,

377
00:32:55.640 --> 00:33:00.119
hey, I appreciate you being a
part of my network. And you know,

378
00:33:00.319 --> 00:33:02.960
to me, it's like if we
can't do anything for each other,

379
00:33:04.039 --> 00:33:07.400
then fine. But like you said, when you get the long we just

380
00:33:07.480 --> 00:33:12.839
connected two minutes ago, and then
right after that you get that long email

381
00:33:13.279 --> 00:33:17.480
wanting me to get something that they
have, I don't like that either.

382
00:33:19.000 --> 00:33:22.240
Yeah, I'm the same way.
I just had somebody do that the other

383
00:33:22.319 --> 00:33:28.000
day and I replied back, you
know, I'm testing out this new way

384
00:33:28.039 --> 00:33:32.039
to engage the spray and pray and
to see if I can convert them into

385
00:33:32.119 --> 00:33:37.880
a lead for myself. But this
guy, when I tried it, he

386
00:33:37.440 --> 00:33:42.319
had a whole nother long message to
send me. Yeah, he's got a

387
00:33:42.319 --> 00:33:45.920
lot of words, and all I
said was watch and learn, my friend.

388
00:33:45.119 --> 00:33:49.359
And his last reply is, I
have no idea what you're talking about

389
00:33:49.359 --> 00:33:52.799
exactly. If you just respond with
something hey, you know, thank you

390
00:33:52.880 --> 00:33:58.400
for reaching out or something like that, then they come back with something another

391
00:33:58.519 --> 00:34:06.279
long Yeah. I have an experience. The secret to it is when you

392
00:34:06.319 --> 00:34:08.480
are engaging, if you want to
do LinkedIn and you want to do it

393
00:34:08.559 --> 00:34:13.880
yourself, all right, if you
are reaching out to people, keep your

394
00:34:13.920 --> 00:34:20.719
messages extremely short. Offer value.
So one of the things there are a

395
00:34:20.760 --> 00:34:24.639
ton of people on LinkedIn who love
to create the carousel. They've got these

396
00:34:24.719 --> 00:34:30.119
really beautiful PDFs that they've created and
that you can download. I feel like

397
00:34:30.159 --> 00:34:36.840
I'm I'm addicted to collecting them.
So what I have done is I space

398
00:34:36.880 --> 00:34:40.880
out my messaging and I take a
look at one. This is related to

399
00:34:40.960 --> 00:34:47.119
what I could do for them.
It's not from me, but I'm introducing

400
00:34:47.159 --> 00:34:51.079
them to a post and something that
can be done on LinkedIn. Right,

401
00:34:51.840 --> 00:34:54.440
So I've offered them some value and
that's all I do. They don't have

402
00:34:54.519 --> 00:34:59.880
to leave LinkedIn for it. I
haven't pitched my services. I've just said,

403
00:35:00.039 --> 00:35:01.320
hey, you know what, I
think this is really cool. It

404
00:35:01.400 --> 00:35:07.239
might interest you. That's it,
and I share the post. I'll do

405
00:35:07.360 --> 00:35:13.920
that three times, okay, over
over a thirty day period, keyword thirty

406
00:35:14.000 --> 00:35:17.559
day period. Three times every ten
days, and then I'm going to invite

407
00:35:17.599 --> 00:35:21.320
them and see if they want to
get on a call with me. And

408
00:35:21.360 --> 00:35:24.800
that's it. I haven't pitched my
services. Besides that, my profile's optimized.

409
00:35:24.960 --> 00:35:29.400
They already know what I do exactly. I don't have to pitch you

410
00:35:29.519 --> 00:35:32.840
anything. You see the content that
I write. You know my writing style,

411
00:35:32.960 --> 00:35:37.679
you see what I do. I'm
active on LinkedIn. I don't have

412
00:35:37.880 --> 00:35:45.079
like people make it harder for themselves
when they create the five paragraphs with ten

413
00:35:45.119 --> 00:35:52.000
links right off the gate. Yeah, that's that's true. So now I

414
00:35:52.079 --> 00:35:58.280
know how to handle this, I
think. Okay, yes, well tell

415
00:35:58.360 --> 00:36:01.960
us. You know, with the
increasing focus on social media marketing, though,

416
00:36:02.400 --> 00:36:08.440
how do you advise your clients on
which platforms to prioritize for their specific

417
00:36:08.480 --> 00:36:13.800
industry and audience? Because I know, do you tell all of them to

418
00:36:14.239 --> 00:36:19.559
just be on LinkedIn or do you
also recommend any of the other platforms.

419
00:36:20.039 --> 00:36:24.079
Most of my clients come to me
with other channels that they have accounts with,

420
00:36:24.840 --> 00:36:30.039
so a lot of times I use
a tool called metric Cool. It's

421
00:36:30.280 --> 00:36:37.519
M E T R c L,
It's free, and basically I get them

422
00:36:37.559 --> 00:36:42.079
to plug in all of the accounts
that so all their social media accounts,

423
00:36:42.519 --> 00:36:45.000
I go into metric cool and I
put their posts on all of them.

424
00:36:45.039 --> 00:36:49.880
This way, I don't have to
log into each channel. I can do

425
00:36:49.960 --> 00:36:52.559
it all for metric Coal, and
it's going to give me the analytics for

426
00:36:52.639 --> 00:36:57.800
all of them, so I don't
have any problem cross posting to their other

427
00:36:57.920 --> 00:37:00.880
channels. If they have them,
we've got the content, we might as

428
00:37:00.920 --> 00:37:06.639
well make sure that we're getting it
out there. So I don't technically do

429
00:37:06.760 --> 00:37:10.599
any strategy for those channels. You
know. The one thing that I know

430
00:37:10.800 --> 00:37:15.519
is, no matter what channel you're
on, if you want more engagement,

431
00:37:15.599 --> 00:37:21.360
you've got to engage with other people's
content. That's just the rule of it.

432
00:37:21.559 --> 00:37:25.480
If you're posting stuff on these social
media it's the posting ghost If you're

433
00:37:25.519 --> 00:37:30.679
posting in ghosting, you're doing yourself
a disservice. You really do need to

434
00:37:30.719 --> 00:37:35.719
spend some time, especially if you
want eyes back on your stuff, You

435
00:37:35.760 --> 00:37:40.159
do need to spend some time engaging
with other people's content. Absolutely, So

436
00:37:40.719 --> 00:37:50.199
how do you recommend that businesses optimize
their LinkedIn profiles so that they'll attract potential

437
00:37:50.280 --> 00:37:55.960
leads? So we focus on the
background header. All right, that's free

438
00:37:57.039 --> 00:38:00.320
real estate. I see a lot
of people who have nothing there. They

439
00:38:00.360 --> 00:38:05.360
have a pretty scenic image or something
like that. That's your calling card,

440
00:38:05.480 --> 00:38:08.880
that's your business card. Take advantage
of that space. Then you want to

441
00:38:08.880 --> 00:38:14.920
make sure that you've got a nice
profile picture profile pictures that do really really

442
00:38:14.960 --> 00:38:17.800
well. You've got it, you
know, from the shoulders up, facing

443
00:38:17.920 --> 00:38:23.679
forward, professional. Don't have your
kids in the pictures with you. Don't

444
00:38:23.880 --> 00:38:30.760
be doing something silly, although some
people like that. Whatever works. And

445
00:38:30.800 --> 00:38:34.639
then something that I've seen that works
that I now do is to have a

446
00:38:34.679 --> 00:38:38.920
bright color behind your picture. Okay, something that pops and stands out on

447
00:38:38.960 --> 00:38:44.920
the platform, right right. Then
we're going to focus on there's a subheading

448
00:38:44.960 --> 00:38:51.199
which is right underneath your name.
This is another area to basically say I

449
00:38:51.360 --> 00:38:55.440
help, Who do you help?
So? Who's your avatar? How do

450
00:38:55.519 --> 00:39:02.239
you help them? All? Right, and what's the benefit. All right?

451
00:39:02.719 --> 00:39:08.039
Those are the three elements that need
to go into that sub headline because

452
00:39:08.079 --> 00:39:14.599
the moment that someone visits your profile, they need to know immediately what you

453
00:39:14.679 --> 00:39:17.400
do and who you help, and
that headline will allow them to do that.

454
00:39:17.880 --> 00:39:22.559
And then I'll focus on the featured
area. So there's a featured section.

455
00:39:23.800 --> 00:39:29.079
I put a link to my website, I have links to articles that

456
00:39:29.159 --> 00:39:32.119
have done really well on LinkedIn,
and then I have a link to my

457
00:39:32.239 --> 00:39:37.800
LinkedIn newsletter. Got you all right? So that's in the feature and then

458
00:39:37.840 --> 00:39:42.360
in the summary area, most people
will basically put their bullet points of their

459
00:39:42.360 --> 00:39:46.199
resume. No take advantage of this. This is where you can pitch your

460
00:39:46.280 --> 00:39:52.760
five paragraphs and your ten links right
all right, because people will go and

461
00:39:52.880 --> 00:39:55.159
take a look at that. All
right, that's what you're going to do

462
00:39:55.199 --> 00:40:00.159
in the summary section because all your
work experience is actually down below up.

463
00:40:00.800 --> 00:40:07.239
Absolutely. Wow, those are the
areas to optimize. That's good to know,

464
00:40:07.519 --> 00:40:09.559
you know. I hope while people
were taking notes and listening to that,

465
00:40:09.639 --> 00:40:13.960
especially if they're on LinkedIn, because
I've seen a lot of LinkedIn.

466
00:40:14.199 --> 00:40:16.360
You know, that's one of the
places that I'd like you I stay on

467
00:40:16.440 --> 00:40:21.920
LinkedIn all the time. I mean
that's how I found you on LinkedIn.

468
00:40:22.119 --> 00:40:24.679
So a lot of my guests actually
that's where I get them on LinkedIn.

469
00:40:24.840 --> 00:40:32.280
You know. So, if you
had one piece of advice that you could

470
00:40:32.360 --> 00:40:38.639
leave with our viewers and our listeners, what would that piece of advice be.

471
00:40:40.519 --> 00:40:50.360
Make sure you have a system in
place that is continually generating leads on

472
00:40:50.440 --> 00:40:55.440
behalf of your business. If you
don't have any form of a system that

473
00:40:55.599 --> 00:41:00.840
is making people aware of who you
are and what you have to offer,

474
00:41:00.760 --> 00:41:07.519
you're not going to have a business
for very long. Gotcha, Wow,

475
00:41:07.599 --> 00:41:12.360
Anything coming up on the horizon that
you want us to know about, any

476
00:41:13.039 --> 00:41:16.079
training that you might provide, or
anywhere you're going to be that you want

477
00:41:16.159 --> 00:41:22.199
us to know about anything that you
think that our viewers and listeners might be

478
00:41:22.320 --> 00:41:28.280
interested in knowing about what's happening in
the future with you. So I'm actually

479
00:41:28.280 --> 00:41:35.400
in the talks with a couple other
women who really want because, like you

480
00:41:35.440 --> 00:41:39.920
said in your opening, like three
percent of women are entrepreneurs, Like it's

481
00:41:40.000 --> 00:41:45.400
just such a small number. And
so we are talking about putting together an

482
00:41:45.480 --> 00:41:54.639
AI agency that revolves around women and
getting women whatever sort of help their need

483
00:41:54.840 --> 00:42:00.519
with regards to helping them grow their
business. Okay, you want to be

484
00:42:00.639 --> 00:42:06.079
the AI agency for them? Wow, great, you want to do And

485
00:42:06.159 --> 00:42:09.320
so we're in the beginning stages of
that. So I'm very excited. You

486
00:42:09.360 --> 00:42:14.719
know, maybe venture it takes time
to build out, but the women that

487
00:42:14.800 --> 00:42:22.559
I'm talking to have really big minds
and ideas and now it's just about putting

488
00:42:22.559 --> 00:42:29.599
the plan into place and bringing bringing
people in so that we can help them.

489
00:42:29.920 --> 00:42:35.159
Gotcha. So tell us if the
viewers and listeners wanted to reach out

490
00:42:35.199 --> 00:42:38.719
to you to find more out more
about you and what you do and also

491
00:42:38.880 --> 00:42:44.320
about, uh, what you're going
to be doing with the AI, how

492
00:42:44.400 --> 00:42:47.159
can they reach out to you.
The best way to get a hold of

493
00:42:47.199 --> 00:42:53.239
me would be to visit up automation
dot com. I've got links there to

494
00:42:53.280 --> 00:42:59.559
schedule a call with me. I've
got resources with regard to content that I've

495
00:42:59.559 --> 00:43:05.480
posted. My LinkedIn is there.
I'm also on substack. Substack has been

496
00:43:05.519 --> 00:43:08.639
a really great resource with regard to
getting my content out there and getting more

497
00:43:08.679 --> 00:43:14.480
exposure to what I'm doing. So
those are that's essentially the best way.

498
00:43:14.599 --> 00:43:20.559
I Also, if they're not familiar
with lifetime value and customer acquisition costs.

499
00:43:21.000 --> 00:43:25.679
They can visit upautomation dot com and
learn how to figure out what their lifetime

500
00:43:25.760 --> 00:43:31.039
value of their clients are so that
when they make investments into their business,

501
00:43:31.199 --> 00:43:37.599
they can do so knowing this is
what the lifetime value of a client is

502
00:43:37.800 --> 00:43:43.679
and can I afford this investment?
And that's a free download on my website.

503
00:43:44.639 --> 00:43:49.440
Great, well, thank you so
much. We appreciate you coming and

504
00:43:49.480 --> 00:43:55.280
sharing your business journey giving us some
great success nuggets that we can implement,

505
00:43:55.480 --> 00:44:00.840
especially in business for those women that
are in businesses all. It's good to

506
00:44:00.199 --> 00:44:06.679
have great information. It's always,
like you say, continuous learning, and

507
00:44:07.039 --> 00:44:09.480
you've definitely provided that for us today. So I want to thank you for

508
00:44:09.599 --> 00:44:16.199
joining me and again it's just been
a pleasure to have you on the show.

509
00:44:16.599 --> 00:44:22.119
Thank you, daughter, Doctor Matlin, Little Time Tyler, thank you

510
00:44:22.159 --> 00:44:25.039
for inviting me. This was a
lot of fun. So I'm really happy

511
00:44:25.079 --> 00:44:30.400
and hoped that I was able to
bring some value to your listeners. You

512
00:44:30.719 --> 00:44:36.159
absolutely did. Thank you so much. Okay, so what I'm going to

513
00:44:36.239 --> 00:44:43.039
do now is just let everyone know
about some upcoming events and of course I

514
00:44:43.079 --> 00:44:46.880
am doing another show up to Rise
Up Virtual Summit, which is scheduled for

515
00:44:47.000 --> 00:44:52.760
September twenty six through the twenty eight, twenty twenty four. So if you're

516
00:44:52.800 --> 00:44:59.840
interested in being a speaker for the
Show Up to Rise Up Virtual Summit,

517
00:45:00.480 --> 00:45:07.639
you can go to www dot speak
at Show Up to Rise Upsummit dot com

518
00:45:07.800 --> 00:45:15.280
at www dot speak at show Up
to Rise Up Summit dot com, or

519
00:45:15.320 --> 00:45:22.800
you can email me at info at
EXWSI dot com for more information about becoming

520
00:45:22.880 --> 00:45:29.480
a speaker. Don't forget to mark
your calendars, and as I said last

521
00:45:29.559 --> 00:45:34.360
time, to start working on getting
your passport if you don't already have one

522
00:45:34.880 --> 00:45:37.639
or if you need to renew it, because the next Show Up to Rise

523
00:45:37.719 --> 00:45:44.159
Up Women's Retreat is being planned for
May. Yes, we have a date

524
00:45:44.239 --> 00:45:50.480
now May eighteenth through the twenty second, twenty twenty five, and the location

525
00:45:50.880 --> 00:45:57.440
is the Hotel Emotions Resort and Spot
in the Dominican Republic. So if you

526
00:45:57.559 --> 00:46:01.199
want to be kept up to data
to what's going on or either put your

527
00:46:01.280 --> 00:46:09.320
name on the list, you can
email me at info at EXWSI dot com.

528
00:46:10.199 --> 00:46:15.079
Don't forget to make sure that you
view my TEDx talk that I did

529
00:46:15.119 --> 00:46:21.000
in Vancouver, Canada and the talk
topic is Show Up to Rise Up.

530
00:46:21.280 --> 00:46:23.880
You can watch it on YouTube,
and to do so, just put my

531
00:46:24.079 --> 00:46:30.039
name in the search box doctor Madlin
and Lewis, or if you want the

532
00:46:30.159 --> 00:46:36.119
direct link, you can email me
at info at EXWSI dot com and I'll

533
00:46:36.159 --> 00:46:40.159
send you that direct link. I'm
still excited. The video is still moving

534
00:46:40.199 --> 00:46:45.119
out there right now. As of
today, it's at two hundred four thousand,

535
00:46:45.280 --> 00:46:51.199
seven hundred and four views, and
of course my goal is to reach

536
00:46:51.400 --> 00:46:54.800
one million plus views. So I
want to thank you in advance for your

537
00:46:54.840 --> 00:47:01.480
support continuing to share, continuing to
like, and continuing to comment on the

538
00:47:01.639 --> 00:47:08.519
video. Don't forget that I'm also
a contributing writer to the on It magazine.

539
00:47:08.679 --> 00:47:15.719
I share nuggets and resources every month. On It magazine is a resource

540
00:47:15.840 --> 00:47:21.000
for personal, professional, and business
development, so make sure to get a

541
00:47:22.119 --> 00:47:27.360
subscription, and to do so for
annual subscription, you can go to my

542
00:47:27.480 --> 00:47:36.119
website www dot exw SI dot com
and there's a link on there where you'll

543
00:47:36.159 --> 00:47:45.000
be able to purchase an annual subscription
to the magazine. I also, let's

544
00:47:45.000 --> 00:47:51.039
see, I think that's all the
announcements for today, so I just want

545
00:47:51.119 --> 00:47:58.159
to thank again my guests. Shannon
Kirkindall and my viewers and listeners for joining

546
00:47:58.199 --> 00:48:01.800
me today. This has been the
success for Women's Show. I am doctor

547
00:48:01.840 --> 00:48:06.599
Madeline Ann Lewis, and if you'd
like to reach out to me, you

548
00:48:06.639 --> 00:48:14.119
can email me at info at EXWSI
dot com. Go to my website www

549
00:48:14.239 --> 00:48:17.960
dot exw si dot com, and
while you're there, make sure you just

550
00:48:19.039 --> 00:48:25.000
to download my free three part video
series on three things every woman should do

551
00:48:25.360 --> 00:48:31.480
to position herself for executive leadership.
I'd also like you to sign up for

552
00:48:31.559 --> 00:48:37.239
my online course, which is Crack
the Career Code, how to Lead with

553
00:48:37.400 --> 00:48:42.000
Confidence, Charisma and Credibility. To
sign up for the course, go to

554
00:48:42.199 --> 00:48:50.519
www dot crackthcreercode dot com. You
can also reach out to me on any

555
00:48:50.760 --> 00:48:55.480
and all of the social media platforms. Make sure that you subscribe to our

556
00:48:55.519 --> 00:49:01.639
YouTube channel, the Talk for TV
channel, and also shared this episode.

557
00:49:01.679 --> 00:49:07.079
We had some great nuggets today,
so make sure to share again. This

558
00:49:07.480 --> 00:49:12.280
is the success for Women's Show.
We're here every week. I am your

559
00:49:12.360 --> 00:49:19.079
host, doctor Madeline and Lewis helping
women to accelerate the path to success.

560
00:49:19.639 --> 00:49:23.679
I want to thank again my guest
Mishannon Kirkandaal for being here with us my

561
00:49:23.800 --> 00:49:28.760
viewers and my listeners for joining us, and as you know, I love

562
00:49:28.880 --> 00:49:37.079
you all to life and as always, be well and stay safe out there. Got they