Welcome to the Six Figure Business Mastery Podcast, where every week,

Kirsten and Jeannie dive into the essential topics to fuel your business

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Welcome everyone to our newest episode.

We are thrilled that you are here and we are also thrilled to have Nina Fareep here

with us today from Clockwise Productions.

Nina is amazing.

She's an award winning producer, a documentary filmmaker.

She's seen it all from the early days of independent features to big

national TV commercials, corporate megashows, Emmy winning documentaries.

She's also produced and directed a show called Abraham's Children, but today she

is a LinkedIn content creator and video marketer, and we're excited to have her.

She also enables authors, business coaches, and service based entrepreneurs

to create easy and impactful video marketing so they can attract their

ideal clients and be disruptors in their field of expertise.

So Nina, we are so excited to have you back.

Thank you for being here.

Of course.

I'm thrilled to be asked back.

I'm excited about our conversation today.

LinkedIn generation.

I feel like LinkedIn is such a powerful tool, especially

for small business owners.

So I would love for you to elaborate on that for us, as far as how do you

feel like small business owners can really take advantage of LinkedIn?

Yeah, I think for me, LinkedIn, I always say it's like a game leveler.

It allows a small business to sit at the table and play with the big boys

and sometimes even have, or a girl.

girls and even have, but also even have an advantage over the big girls and boys,

because it just allows you, if you hold true to a couple of principles around

being on LinkedIn, it really allows you to be seen, heard, and to organically grow,

because the one thing that sets LinkedIn apart from all the other social media

platforms is that it's, it doesn't have that overwhelming onslaught of people.

Everything, video, everything, visual, everything.

It's still a fairly, I'm tempted to say linear platform just because of its

layout, but it allows it for somebody who posts consistently and especially

also dials into video and into lives.

To really stand out and organically without salesy marketing tactics,

without what I call bro marketing, to really be able to engage an audience

that you want to be engaging with and get them into conversation and

potentially into your client roster.

I love that.

So that it's all about getting found on LinkedIn and for LinkedIn to be

pushing kind of your content out in front of people, both of those things.

Yeah.

Statistic wise.

The, the numbers are in your favor of the billions of people who are on LinkedIn.

There is only 10% who are posting.

And of those, or, and actually, no, no, that's not even true.

10% who are engaging or doing something on LinkedIn other

than just passively consuming.

And then of that 10%, it's again, a marginal number who

actually does the posting.

So if you post.

Regularly, the LinkedIn algorithm will automatically pick you up

and serve you up to more people.

And then, and then there is tons and tons of statistics and there's people

who are actually putting out reports regularly and they're very good at it.

And one of them is Richard Vanderbloom and a Dutch guy.

And when the algorithm also breaks it down into what kind of posts are you posting?

Is it just a written post?

Is a written post with an image?

What kind of image is it?

Stock image or a image that you took big difference there, right?

Are you doing video?

If you're doing video, you're like 1 percent posting people or of the people

on LinkedIn and 10 percent of the people who are posting, if you're doing lives,

the algorithm loves you even more.

There, there is a mathematical and statistical side of LinkedIn, which I know

about just because I've I feel I should because I help people with their LinkedIn,

but really what I love about it is that it is very, to me, it's very organic

and it's a very lovely way to start conversation with people who I think might

be interested in what I have to offer.

And that to me, that organic ness about it of me posting valuable content,

valuable means something that my audience is either useful for them.

They can recognize themselves in, let's say a client story or in a story that

my background story, how I got to being where I am, all those things, if they can

connect to it and will comment or like on my, like my posts, I know who they are.

I post so people will engage.

That is my.

So yes, it's nice to have 9, 000 followers and it's nice to have 8, 800 connections

and it's nice to have 2, 000 views on a piece, but those to me are what I call

vanity metrics because they don't lead to a connection and without a human

connection, there is no eventual success.

The metrics that I pay attention to are who's commenting

and who's liking my stuff.

Cause those are the people where I know who they are.

I can look them up.

I can engage them and say, thank you, Jeannie for

commenting on my post yesterday.

What was the most useful thing for you?

Or what did you think?

Why, what made you?

It allows me to start a conversation with you.

And it's the kind of conversation I will be having.

If I met somebody at a networking event, right?

It's not the conversation of, Hey, thanks for liking my shit and connect with me.

And by the way, I have these three things I want to sell you, right?

You wouldn't do that when you met a person at a party either, right?

It there's, there's that phase of small talk, but with LinkedIn and with

Being able to bubble up and be served to more people into more people's feed

because you're consistently posting that allows me to even get started with

having those kinds of conversations.

I love that.

I love that.

So what, when you've already touched on so many great things, but let's talk

about what kind of metrics do you look at to see how your content is doing?

You mentioned that you look at likes and comments.

Is there anything else?

Not really, because those are the two that are, I look at likes and comments.

And then when I have new clients, I always, I have a spreadsheet and it is

always like the column that I look at the most is where did they come from?

Are they introduction?

Are they referral?

Or are they, sometimes I write down long time stalker.

Or a long time follower is a nicer way of saying it.

So I really make sure that I understand how people find me and the referral, my

LinkedIn profile is equally as important for the referral as it is for the person

who's been like watching my content for a long time and never pulled the trigger.

Because those people are hugely valuable for, cause for them, the

timing might be off, or they're just starting their business and they're

just not quite ready yet to have the The presence and the breadth to say,

okay, I think I can make a commitment to posting at least once or twice or

wow, three times a week consistently.

And they know that I talk about that all the time.

That's like what, that's like the biggest thing that I try, try to drive home.

Even if you only do written posts with an image, it's fine as

long as you do it consistently.

Right.

So Nina, tell us a little bit more about this spreadsheet.

Is it a spreadsheet that you created for yourself where you track everyone

that has interaction with you?

Or is it something that's through Sales Navigator?

Tell me a little bit more about that.

Oh yeah.

So that's, I'm a, as former producer, I'm like, I'm also an artist, but

spreadsheets make me insanely happy.

And the more complex, the better.

Yeah.

I have this multi tab spreadsheet.

It's actually a Google sheet, so I can share it with my business partner.

And yeah, I track year by year, not just my clients as they come

in and who, how they found me.

I also then at the end of the year, make a percentage, 30 percent were referrals.

10 percent were me reaching out actively to them.

And then another, whatever's left now, 60 percent are people who came cold to

me through inbound marketing on LinkedIn.

We don't do any, we've dabbled with Google ads and LinkedIn ads, even,

and Facebook ads, and I always.

Pulled the plug very quickly.

First of all, I didn't feel that at our size company, we

had the resources to do it.

I think that it's, you need to be a little bit bigger for that.

And we just never saw, we saw zero results, pretty much

zero on all of those efforts.

So we're like, not worth it.

The next thing we're going to talk about is the profile, because I guess

that's where you have to start is making sure you have a profile that's

going to attract your ideal client.

Yeah.

And I play with that a lot.

I actually just changed mine yesterday.

So I think it's also depends a little bit on what your focus is.

But if you're clear on who your audience is and which you should be, obviously,

when, if you're in business, create a profile that you think speaks to them

and where they can recognize themselves.

If I look, if I look at video marketing, there's a lot of.

What I call kids out there and there's a lot, if I happen upon a profile that

is all, I don't know, candy colored and there's somebody in a bikini and 20 years

old and they look like they're 16 and they're selling like video marketing.

I'm not going to be attracted to that because there's That's not who I am,

and that's not who my audience is.

If you're going to talk about helping people find their joy in

their marketing, you better have something joyful on your profile.

But it just, in terms of the mechanics of the profile, you want to make sure

you have a good photo where you smile and you're looking at people and.

Best non distracting background.

I actually made mine black and white, and I'm going to see how that flies, what kind

of feedback I get, and have a background.

You don't want to have a banner.

You don't want to have the standard LinkedIn, the gray blue thingamajig

that they put out if you don't have any.

And the banner can be, it can be a single color and some text like your

mission statement or who you serve, or it can be some very simple, but.

Have a banner and then in general, just fill out all the, look at the

profile as if it were your website.

It's for years and years, my partner and I have said social

selling for social selling first.

And then at the end of last year, they were like, 2024 is going to be selling

first year and we're like, what?

So really people go to your profile, first and foremost, and some people

never even make it to your website.

So you want to make sure that your profile is professional, it's clean,

you take advantage of the cap.

Like you have 220 characters.

I just happened to know because I did it yesterday to introduce yourself.

So make sure you use that real estate.

And then the about section is not about you, it's about your

clients, how you serve them.

So that's really important.

And then make sure you have some recommendations.

You give some recommendations.

I always tell, especially small business owners, create a

business page for your business.

And put the logo in, even if you do nothing with it, because that allows you,

when you put down the experience part, where you list yourself as the owner of,

or the founder of, there's again, not that dreaded gray blue thing from LinkedIn, but

there's an actual logo of your company.

So that's small little things like that.

It just makes you immediately look 10 times or a hundred

times more professional.

And again, you don't have to do anything with your business page,

but have it so you can link to it.

Do you recommend, and it was a little bit off topic, but do you

recommend using sales navigator?

I did for a long time.

I felt that the effort I put into using sales navigator and inviting people at

the level I was allowed to invite people, like how many ever it was per week.

Yes.

My, so I would say yes.

If you only, if you have.

First of all, absolutely yes.

If you have less than 500 people in your ecosystem, right?

Because when people look you up, it'll say 500 plus connections,

or it'll say 52 connections.

So if you're at 52 or at 472, yes, get Sales Navigator and actively Connect with

people and ask them to connect with you.

I find for me, whether it would be nice to have 10, 000 followers, I'm somewhere

around 9, 200 something, but it wasn't worth them a, the paying the money for

sales navigator and paying a virtual assistant to do that consistent sort of,

you know, Very rote and mechanical work, which was about a couple of hours a week.

So it wasn't nothing.

And at some point I'm just, you know what, I'm, I think when I was like at

seven or 8, 000 followers, I'm like, you know what, this is not worth it anymore.

So I stopped sales navigator, but I kept.

I kept a premium, I think it's called, where I can still

see who looks at my profile.

I can still do in mail or whatever it's called.

So I kept a level up from the free version, and that I would recommend.

Just A, it looks more professional, and B, it allows you, because it's also

valuable information, who looks at your profile, because that might be people

who are interested in your services, but are not quite ready yet to reach out.

Okay, it's interesting because we talk about like vanity metrics.

But in some cases, if you are connected to a lot of people,

does that signal to LinkedIn?

Like you've got that 9, 000 connections.

Does that signal to LinkedIn that you're active and you're working it?

And does that make them more likely to push your content out?

Actually, I don't know.

I know the metrics on posting because people, the thing is,

if you don't post your stuff, you're not going anywhere, right?

The one thing that the algorithm, maybe that answers your question right there.

What the algorithm pushes is.

Your, your content, be it articles and newsletter or posts.

If you're not doing anything, you're not going anywhere.

Right?

So if you're not putting content out there, then the algorithm or LinkedIn

doesn't know what to serve people.

It's Nina's changed a comma in her about section is not going to put you out

in front of, into people's feed, but me posting a post is going to put me

into someone's feed and I see a lot of people that I start working with Where

they're like, Oh, I post all the time.

And I go into their feed to see what it is.

And it's like sharing stuff.

And I'm like, yeah, but if you are going to share, you're going to have

to share with a proper post, why you shared, what is your takeaway?

Not just, Oh, I like this.

Do an actual blurb or it can be as simple as this is a great course.

This woman is talking about here.

I recommend it.

I've worked with her or I love what they're talking about here.

This has been my experience too.

And I wanted to share it cause it's really well said it can be as simple as that.

But give people have no time.

Even if people are doom strolling.

I don't want to have to figure out why the hell I'm looking at something.

I want to be told why I'm looking at something.

So I can decide in that all these split second, second decisions that we have

every day, apparently a finite amount of, make it easy for people to decide

whether they want to engage with you.

And that goes for all of your content.

Ask good engagement questions and Jeannie, you've worked with us

in our, in our engagement group.

If you don't have a call to action, people don't know how to engage with you.

So having a call to action doesn't have to be salesy.

It can be something where you ask them a question about

the post that they just read.

What did you think?

What is your experience with this topic?

People love to answer questions and people innately, we're humans.

We're wired for engagement.

We're wired for conversation, right?

So having a call to action on every single post is an absolute must.

Nina has a great group and we'll tell you about that in a little while.

But I wanted to ask you about is.

As far as content goes, since we were talking about it, is there

an advantage or disadvantage to doing articles, newsletters, posts?

I know you're a fan of video, so we'll talk about that.

But I'm curious about the articles and the newsletter.

And I know video does best in posts, but can you talk a little

bit to the other ones as well?

Yeah, as much as I know, so articles are the thing of the past, where if

you want to be held accountable for doing a consistent newsletter, which

a lot of people do very successfully, I think that's a great way to go.

So when you set up a newsletter on LinkedIn, you will be asked

what your publishing frequency is.

So you want to make sure that if you commit to it, you can

actually hold, uphold it.

The beauty of a post of a newsletter is that people can subscribe to it and they

can also, you can write a post, you can basically make your newsletter a post.

And then when people comment on the post or on the newsletter,

It'll be the comments will, and the likes will be in the same place.

So you're getting the engagement and the bubbling up of the more engagement,

the more it will be served to other people, into other people's feeds,

you can cross fertilize, so to speak.

So newsletters, I knew people who, their only LinkedIn strategy is

a weekly newsletter, and And they do quite well with it, or do very

well with it, actually, depending on how prolific of a writer they

are and how good their content is.

Newsletters, especially if you are, if your personality leans towards wanting

to be a writer and not deal with images that much or with video or lives,

a newsletter is a great way to go.

I think an article could be useful for one offs.

If you want to Publish something and you want to keep it within the LinkedIn

ecosystem because if you're linking to your newsletter, you won't get punished

for putting a link into your post because it doesn't lead outside of LinkedIn.

You're keeping people within their own ecosystem, but the benefits that

the newsletter has with the content.

cross that the comments live in both places and the likes that doesn't happen

with a newsletter with an article.

I'm sorry.

So that's a little bit different there.

And then if you do a repost, let's say for instance, your blog, if you have one

as an article, make sure that you do it a couple of days later, if there, if people

are searching, you know, It's clear to the web crawlers where the origin was,

and that should always probably be your website rather than a LinkedIn article.

So you want to put, you want to put a time, a good amount of time

between publishing a blog and then publishing an article on

LinkedIn, if it's the same content.

That's fairly, that's, that's good to know.

We're all about using things multiple times, right?

You just have to be around it.

We know some people that do a live weekly show where they'll have a 10 or

15 minute live where they interview.

How does that work out for most people?

That's, I think is the best way to go.

Now, if you say weekly and 15 minutes, that makes my ears perk up.

Cause that's not what I would ever advise a client to do.

Cause that's, that's a podcasting tactic.

And it's actually just something my, my, my business partner and I were

butting heads over just yesterday.

Life's.

Are not podcasts.

It's a different medium, right?

And a lot of people, or not a lot of people, but I've seen

people use one for the other.

And that's fine.

If you're doing a podcast and that's your primary and you're happened

to just record it live on LinkedIn.

Fine.

By all means, nothing wrong with that.

And it's probably a very smart move since you're doing the work anyway.

But if you wanted to do a live and the live is your primary, a live is lives

better if it is at least 20 minutes, if not a half an hour long, especially

if it's a you talking head thing.

If it's an interview thing, I think it should actually be a little, even a

little longer than that, just because it takes a moment for people to find you.

Sometimes the algorithm will say, Hey, he or Nina is live right now.

So I always say like the first 10 minutes.

And I think a live show.

Cause when I set my clients up with a live show, we make it like a,

we treat it like a TV show, right?

We even like the show I'm co hosting a show with a client of

mine who's become a friend and we do a show about art on LinkedIn.

We now have a pre roll video as if we were like a little trailer and

we're now looking for sponsors.

So we're really setting it up like a real TV show.

We're doing it, it once monthly, because that's what we can manage

with everything else in our lives.

Ideal probably would be twice monthly.

If you want to do like a, you alone on camera live.

Weekly is probably fine, but you'll probably want to commit

to a half an hour show at least.

And you can set, can you set those up as an event on LinkedIn?

Yeah.

And that's how you do it.

So you set it up as an event and then you need a third party

streaming software to disseminate it.

So LinkedIn does not allow for direct streaming like Facebook does.

Or Instagram.

So you have to have that third party vendor.

But the beauty of it is if you have that third party vendor, you can choose

to simulcast to many different places.

So like with my vendor, I have the least expensive package.

It's StreamYard and Restream, by the way, is also awesome.

I've tried both of them and you can simulate I, with the package I

have, I can simultaneously go to.

Two more places.

So I chose Instagram, which is the bane of my existence and YouTube and

with YouTube, the beauty is now I have a playlist there and I have all my

lives I've ever done are in YouTube playlists and on the channel and then

my guests can each choose two as well.

So if I have.

Two guests and myself and I use my three and they use all of their two.

We're simulcasting to seven different places at the same time.

And that just multiplies the outreach exponentially.

And then of course I create micro content, um, and I share it also with my guests.

And so then there's life after the show.

And if you have a show, I feel, and that's one of the other reasons why

I don't have a show more often is.

It just starts, I have so much content.

I know what to do with it anymore.

Well, this, this has been so amazing and helpful, and I'm going to go

look at my LinkedIn profile again.

We'll check yours out first, then I'm going to look at mine.

Okay, good.

Yeah.

So let me know what you think of mine.

I went a little more poppy and a little more fresh.

So just do what you think.

Yeah.

I love that.

Tell us Nina and our listeners, how they can reach you if they're

interested in learning more about what you do and how you might be

able to help them on LinkedIn.

Absolutely, on LinkedIn.

That's probably your best bet because you get to see me in action.

Like what, so I do what I preach.

I post three times a week.

I post on the same days at the same time.

I keep it very regular and consistent.

And my profile, there's always room for improvement, obviously, but my

profile, it's pretty much up there.

Um, so Nina Fareeb, I'm the only one with last name like that.

I don't have to worry about there being.

others.

So I think that is a great place to get started.

And then of course, my company website, clockwiseproductions.

com is also a good place to go and snoop around a bit if you're curious.

This has been great, Nina.

You were so inspiring.

Kirsten said, now I got to go on my LinkedIn profile and

see what's happening there.

And I know that from being in one of your programs that you

attract amazing people as well.

So if you haven't checked out Nina's profile on LinkedIn and watched

her and followed her content, I would highly recommend it.

So, Thank you so much for joining us today.

This has been a wealth of information and we'll have details on how to reach

out to you in our show notes below.

So thank you again, Nina.

Of course.

Thanks for having me again.

I was very honored.

Thanks for listening to the six figure business mastery podcast.

If you enjoyed listening to this episode and you are ready to leverage video

marketing on all online platforms, or maybe even start your own video

podcast, then you need to check out the done for you and done with you

program at themarketingvaadvantage.

com.

And take your business to the next level.