0:01

Who's ready to rock today,

0:03

Fire Nation? JLD here and

0:06

welcome to entrepreneurs on fire, brought to you

0:08

by the HubSpot Podcast Network, the audio

0:10

destination for business professionals with great

0:12

shows like No Straight Path. Today,

0:14

we'll be breaking down how to

0:16

rock your business pivot with LinkedIn. To

0:18

drop these value bombs I brought to

0:21

Vivica Von Rosen into EOFire Studios. Vivica

0:23

is a LinkedIn expert author and she

0:25

empowers business women over 50 through speaking

0:27

and training. She combines professional expertise with

0:30

adventurous pursuits, inspiring transformative journeys in others.

0:32

And today, Fire Nation, we'll talk about

0:34

embracing change. We'll talk about rebranding your

0:36

professional identity on LinkedIn, a new content

0:39

strategy for your brand direction and so

0:41

much more. And a big thank you

0:43

for sponsoring today's episode goes to Vivica

0:46

and our sponsors. Marketing

0:48

Made Simple hosted by my friend, Dr.

0:50

JJ Peterson is brought to you by

0:52

the HubSpot Podcast Network, the audio destination

0:54

for business professionals. Marketing Made Simple brings

0:56

you practical tips to make your marketing

0:58

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1:33

Vivica, say what's up to Fire

1:35

Nation and share what you believe

1:37

about becoming successful that most people

1:39

disagree with. Well, you know, I

1:42

love the do what you say

1:44

and the money will follow, but

1:46

I feel like a lot

1:48

of people, you know, sit in meditation

1:52

and, and dream about

1:55

abundance. But action is

1:57

absolutely taken. I, or it needs

1:59

to be taken. and I believe in

2:01

order to create the abundance, the

2:03

lifestyle that we need. And I

2:07

was talking to a coach friend

2:09

of mine the other day and he's like,

2:11

so how are you feeling around abundance? And

2:13

I said, oh, I'm good. You know, I'm

2:15

saying, you know, I'm open to abundance. I'm

2:17

open to good. And he's like, do you

2:20

have a lot of good and abundance in

2:22

your life? I'm like, yeah. He's like, how's

2:24

the money? I'm like, oh. And

2:27

he's like, are you asking for the

2:29

money? When you're doing your meditation, when

2:31

you're doing your affirmations, are

2:36

you asking for money? And I'm like, no,

2:38

I'm not. And

2:40

so, you know, it's not

2:42

only a matter of you have to

2:45

set the intention. You have to ask

2:47

for exactly what you want. I

2:49

want more money. I want more clients. I

2:52

want more besides just good and abundance, which I

2:55

love all that stuff. I love good and abundance,

2:57

but show me the money. Show me the clients. And

2:59

then you actually have to take action. A

3:02

couple hours later, I had two people

3:04

reach out to me through LinkedIn and

3:06

another person reached out to me on

3:08

email. All amazing opportunities,

3:10

paid opportunities. And I was just

3:12

kind of like, okay,

3:16

ask for the money. Do the work. You

3:18

said the magical phrase LinkedIn. And

3:21

we're talking today, Fire Nation, about

3:23

rocking your business pivot with LinkedIn.

3:25

And one thing the

3:27

Fire Nation is very aware of,

3:29

that's our listeners, Vivica, is that

3:32

change and embracing change is part

3:34

of being an entrepreneur. So let's

3:36

dive into the art

3:38

of business pivoting. Perfect. I

3:41

love it. And you know, the

3:43

first thing before we make any changes to

3:45

LinkedIn, before we reach out to anybody, before

3:47

we call our network, the first thing is

3:49

mindset. And I'm

3:51

sure I'm not the first person to say this,

3:54

but a lot of people, when they

3:56

make the pivot from executive to entrepreneur,

3:59

when they... make a pivot

4:01

within their own entrepreneurial journey. A

4:03

lot of times they're just like, okay, blah, blah,

4:05

blah, I'm gonna go into LinkedIn, I'm gonna add an

4:07

experience section. But before

4:10

doing that, I'd say stop, go deep,

4:15

not only so you can really think

4:17

about, do you have the same

4:19

ICP, ideal customer profile? Do you have the

4:22

same message, what's different? Like go

4:24

deep and make sure that you've

4:26

made that shift within, because you're

4:29

not gonna be able to

4:31

do a successful shift without

4:34

going inside first, without doing that

4:36

mindset shift first. And that

4:38

really hit home to me, I did

4:41

a huge shift in November. And

4:44

at first I was like, blah, blah, blah, I'm

4:46

gonna go change my LinkedIn URL back into my

4:48

name. I've been LinkedIn expert for the past

4:50

what, 17 years. And

4:53

so I was, blah, blah, blah.

4:55

And I realized, no, this is

4:57

like a momentous occasion. And I

4:59

need to be really, really present

5:02

with the transition that's happening right

5:04

now. Because it's not just about

5:06

transitioning and pivoting my work, it

5:09

was literally about transitioning and pivoting

5:11

who I am

5:13

in the world. And so I would invite

5:15

everybody who's making that pivot, like before you

5:18

ever do anything on the outside, make sure

5:20

you do that pivot on the inside

5:22

first. Fire Nation, what are you doing

5:24

for work on the inside right now?

5:26

Ask yourself that question. And

5:28

if you come up a little lighter empty, maybe

5:31

it's time for a shift there. And a lot

5:33

of us, Vivica, and I mean a lot of

5:35

us are not using LinkedIn correctly. And we haven't

5:37

been for years, frankly. So how can we go

5:40

about the specific rebranding

5:42

of our professional identity

5:45

on LinkedIn? Absolutely, so

5:48

as I mentioned, your URL, maybe

5:50

you used your company name and now you want to

5:52

use your own name, maybe you used your own name

5:55

and now you want to use your company name. But

5:57

there's something very symbolic about making that shift. Also...

6:00

it affects your findability. And so if

6:02

you were in an old industry, an

6:04

old job, an old company, and you're

6:06

shifting into something new, be findable for

6:09

that. So the

6:11

customized URL, like

6:13

such a simple thing, but don't forget to

6:16

do it. The background

6:18

image, obviously, if you're changing your

6:20

branding, get some new background images

6:22

and it's not one and done.

6:25

Get a couple, see if you

6:27

get any feedback. Do something that

6:30

really is potentially disruptive

6:32

and grabs people's attention. You want to

6:34

start that attention. You want to start

6:36

that conversation. Obviously, your headline

6:39

needs to shift and the first 100

6:41

characters of that 220 characters really

6:44

needs to focus on your new audience and

6:47

what their points of pain are and then

6:49

how you can solve that point of pain.

6:51

And you could do that in 220 characters.

6:55

But you want to make sure that your

6:57

profile, yes, you're shifting it for you and

6:59

your brand and your pivot, but

7:01

you want it to focus on who your buyer

7:04

persona is. And like

7:06

in my case, my buyer persona

7:08

shifted 100%, 180 degrees from

7:14

a very B2B corporate world to

7:19

women's empowerment and women's

7:21

entrepreneurship. And so the

7:24

languaging on my entire profile

7:26

needed to shift. So think

7:28

about that. And then my

7:30

buyers shifted, obviously. So I needed

7:33

to think about them. What's her

7:35

pain? What's her confusion? What's her need?

7:37

And how can I solve for that?

7:40

You're going to have new media that you

7:42

want to put into the featured section. We're

7:44

all pretty much above the fold still. And

7:47

so you're going to want to pull that

7:49

new media in, your new blog posts. If

7:51

you don't have any blog posts yet, I

7:53

didn't have anything when I made my big

7:56

transition because I just made it. I just

7:58

started it. But I had one... one

8:00

podcast I was on where I talked about

8:02

what was new. And so I deleted pretty

8:04

much everything that I had

8:06

in my featured section and had that

8:08

one podcast and that really stood out.

8:11

And then I started to add more content

8:13

as I created more content. And

8:16

then the other thing, since you're

8:18

all entrepreneurs, I'm guessing

8:20

a lot of you are creators,

8:22

turn that creator mode on because

8:24

it brings with it some pretty

8:27

cool little features like the

8:29

ability to create a customized

8:32

hyperlink. The only place

8:34

on LinkedIn that it'll go straight

8:36

to that hyperlink without the LinkedIn

8:38

warning. You're leaving LinkedIn, you're leaving LinkedIn.

8:42

You want to drive traffic, that's one

8:44

of the best places to do it.

8:46

And that's like that's just above the

8:48

fold. Obviously then add your

8:50

new company. And here's a

8:53

ninja trick. When you

8:55

add your new company, you want to alert your

8:57

network to it. And what happens

8:59

is you get a lot of, oh, congratulations on

9:01

your new job. Don't just like, oh

9:03

yeah, whatever. Oh my God, what a pain in the

9:05

butt. Delete, delete, delete. No, these

9:08

are opportunities for conversation. Anybody

9:11

who says, hey, congratulations on your new job.

9:13

If they are a potential client for you,

9:15

if they're a potential referral partner, if

9:18

they're a potential strategic partner, if

9:20

they're a potential vendor, if

9:22

they can potentially bring you business or

9:24

support your business in any way, shape

9:27

or form, by all

9:29

means reach out, tell them about what's

9:31

new and send them your calendar link.

9:34

Get on a call with them. It is one of the

9:36

most powerful ways

9:38

to kickstart your new

9:40

business and your new brand. Fire Nation, I

9:43

hope that you are getting excited about what

9:45

2024 could bring to you in the world

9:48

of LinkedIn. There's a lot of cool things going

9:50

on. Vivek is sharing with you

9:52

some gold here and we have some more

9:54

to talk about when we get back from

9:56

thanking our sponsors. Things

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12:47

Vizica, we're back, and before the break

12:49

we talked a lot about rebranding our

12:51

professional identity on LinkedIn. You kind of

12:53

brushed upon a content strategy, but I

12:55

want to really dive deep now on

12:58

Fire Nation, adopting

13:00

a specific content strategy for a new

13:02

brand direction with what we have going

13:04

on here on LinkedIn. What does that

13:07

look like? Talk to us about this

13:09

strategy. Yeah, so you've got your one-to-one

13:11

strategy, which

13:14

we just talked about. Someone congratulates you

13:16

on your new job, for sure you want

13:18

to send a message and book some time with

13:20

them. But the

13:22

one-to-many, the top of the funnel

13:25

type strategy, where

13:27

you're sharing content, first

13:29

of all, you want to get as many eyes as possible. And

13:32

what happens is, as I've discovered,

13:35

when you do a big shift,

13:38

especially everything

13:41

from your audience to your

13:44

industry, LinkedIn is gonna

13:46

go, okay, is this real even?

13:48

So you will notice, you

13:50

might notice at first that your content

13:52

is not getting as many views. So

13:55

it's really, really important to

13:57

share content that gets as many views as

13:59

possible. possible. There are

14:02

some things to be aware of. Number

14:04

one, polls. I freaking love polls. And

14:06

the reason I love polls is, A,

14:08

they get more engagement than almost any

14:10

other content on LinkedIn.

14:13

But also you can ask

14:15

a question where every answer

14:17

can elicit an engagement. So

14:20

if I said, you know, what's

14:23

your favorite color, blue, red, green

14:25

or other, and, and, you

14:28

know, my blues, I'm like, I can reach

14:31

out to each person say, Oh, I love

14:33

blue too. You know, what was the last

14:35

thing? What was the last piece of blue

14:37

clothing you wore? Obviously, I'm giving a really

14:39

silly example right now. My yellows,

14:41

I can reach out and go, Oh, I never wear

14:43

yellow. Tell me a little bit more about yellow and

14:45

why you like yellow. My greens, I can say, green

14:47

is the color of money. Tell me what you're doing

14:49

to create more abundance in your life. Other,

14:52

great. Tell me a little bit

14:54

more about what your favorite color

14:56

is and how I can help you get

14:58

more of that color in your life. You know, so

15:02

it's every single vote that people

15:04

give you, every single engagement that

15:06

people give you in the, in

15:08

the comment section can literally lead

15:10

to a conversation that can lead

15:13

to more business for

15:15

you. And yes, it takes a little

15:17

bit of effort, but quite frankly, I'd

15:19

rather do that than some of the

15:22

other stuff out there. So, and you

15:24

don't want to ever automate anything on

15:26

LinkedIn for various reasons. First of all,

15:29

I have

15:31

never come across an automation

15:33

system that didn't make

15:35

mistakes. Dear name, dear sir,

15:38

I'm a woman. You know,

15:42

notice you're in, you're in construction

15:45

and cleaning supplies. No, no, I'm

15:48

not. Anyway, don't, don't, don't use

15:50

automation. I'm also LinkedIn really frowns

15:52

upon it. So if they find

15:55

out that you're using automation, it's

15:57

about quality, not quality. So

16:00

yes, doing

16:03

polls and keeping an eye on those responses

16:06

and trying to get engagement with each and

16:08

every one of those individuals might

16:10

seem work-intensive, but you're going

16:13

to get better engagement than even

16:15

just launching a big automated campaign.

16:19

Other types of content is good too. You

16:21

can upload an e-book

16:23

in the form of a PDF.

16:26

You can obviously use personal

16:29

images to pretty well on

16:31

LinkedIn. You can

16:33

do infographics. Of course you

16:35

can do these long-form posts.

16:38

I would say if you're going to share a

16:40

link, you

16:43

can play around a little bit with it. If you're going

16:45

to share a link, you probably want to pop it into

16:47

comments and you want to pop it into comments after someone's

16:49

already commented on your content. That

16:52

means you're more likely to get more

16:54

visibility and more shares from LinkedIn. If

16:58

you do have something that

17:00

goes viral, every

17:02

single person who is a prospect

17:05

for you or who can potentially help you

17:07

in your business in some way, shape, or

17:09

form, every single one of

17:11

those people who engages on your post, you

17:13

need to reach out to and send

17:16

a message to. You can just

17:18

pray for something to go viral because

17:20

that can actually lead to tens, if

17:24

not hundreds of conversations. That can literally

17:26

be a game changer for your business.

17:29

Most people are like, woo-hoo, I got 100,000 views. I

17:32

got 50, 500 comments. Then

17:35

they're like, yay, pat on the back. But

17:38

no, that is one of the richest

17:40

ways where you can start

17:43

those conversations that can lead to business.

17:45

Fire Nation, a lot of things to

17:47

think about, a lot of things to try. This

17:50

goes back to what Vivica said at the beginning of the episode.

17:53

Action, take action. You're not really sure what's

17:55

going to stick until you try it. But

17:57

if we're going to pivot, Vivica, and we're going to do it, we're going to do it.

18:00

really put some time and energy into this

18:02

thing. We need a supportive

18:04

network. How the heck do we

18:06

build one of those? Yeah, well, first

18:08

of all, you probably already have a pretty good

18:10

network. And so I'm gonna contradict

18:12

myself a little bit here because one of

18:14

the things that you're gonna wanna do, which

18:16

is both a internal and

18:19

an external action, is you're

18:21

gonna want to delete some of the

18:23

people who are just 100% no longer relevant. Don't

18:27

delete your family. But

18:30

if there are people who are not relevant to you anymore, go

18:34

ahead and remove them from LinkedIn. They're not

18:37

gonna get notified by LinkedIn or anything like

18:39

that. All of a sudden, it'll just be

18:41

your second level connections, not first level connections.

18:45

And then I'll kind of turn that

18:47

on its head in just a second.

18:49

But the reason you do that is

18:52

because the more relevant and strategic your

18:54

network is, the more they're

18:56

likely to engage in your content, the more likely it

18:58

is to go viral. So

19:00

that's, it's bigger is not better.

19:02

Again, it's quality over quantity. That

19:05

being said, once you

19:07

have got that nicely refined

19:10

network, you can start looking

19:12

at your connections, seeing who

19:14

they're connected to. You can literally

19:16

in LinkedIn search, you can

19:18

sort by connections of. So I'm like,

19:20

okay, I'm connected to JLD. He

19:23

knows like literally everybody. I'm gonna

19:25

look for CEOs

19:27

in Colorado, in

19:32

the health industry, who know

19:34

John. I can literally sort

19:36

connections through you. And

19:40

so then I don't necessarily have

19:42

to bother John with everybody. Hey

19:45

John, can you introduce me to those, these 468 people? No,

19:48

you don't wanna do that. But you can be like,

19:52

you know, do you, looks

19:54

like you are friends with John. I'm

19:56

sure you listened to the podcast. I

19:58

love the last episode. in the summit

20:00

that he's doing right now, it

20:03

seems like we should be connected. What

20:05

do you think about that, right? And so

20:07

it's a great opportunity to use that person

20:09

you have in common to ask

20:12

for an invitation to connect. And

20:15

then of course, if there's someone really that

20:17

you want to get that intro to, then

20:19

by all means, you know, ask

20:22

your person in common. But don't, please don't

20:24

abuse that. And please don't use.

20:29

Here, you're like, introducer of all things. I apologize

20:31

ahead of time if you get like 90,000. Oh,

20:37

Fire Nation knows better than that. And

20:40

what they do worry about them by

20:42

they talking about the listeners Fire Nation

20:44

is that they're scared of

20:46

sending messages that they feel might be

20:48

looked at as spam. They don't want

20:50

to be spammy. They

20:53

really want to make sure they're doing things the right

20:55

way. So how can we create effective

20:57

messaging without becoming

20:59

a spam machine?

21:02

Yes, thank you for that. Excellent

21:04

question. You know, we can all go into

21:06

our inbox right now and see somewhere

21:10

between, you know, five and

21:13

5000 spam messages, unfortunately.

21:15

And again, we're going back to that

21:17

automation. It's usually people automated.

21:19

They don't even know that this is being

21:22

done in their name. They just signed up

21:24

somewhere for, you know, get leads, get great

21:26

lead generation. And

21:28

so you want to do less to do more. And

21:30

I'm quoting my friend Bryn here. You

21:34

your first communication

21:37

with the individual after you can

21:39

if they've invited you to connect

21:41

is awesome. We'd love

21:43

to connect. Tell me a little bit about you

21:45

know, why you want to connect with me. First

21:48

of all, that will, you know, the automated

21:50

spammers won't respond or they'll respond with an

21:53

automated spammy message and you can just delete

21:55

them. But people

21:58

who are real, people who who truly do want

22:00

to connect and engage with you will respond

22:03

and that can start in a conversation. When

22:06

I worked at Vangresso, my previous

22:09

company, we had something we called

22:11

KLT. You definitely want

22:13

to focus on that no like and

22:15

trust. We had something we

22:17

called PVC. You always personalize to the

22:19

individual. You always add value before you

22:22

go for the ask. Your

22:24

call to action when you first start reaching

22:26

out to people should be more of a

22:28

listen to my podcast, let

22:30

me know what you think. Listen

22:33

to download this checklist and let me

22:35

know if it's useful. You

22:37

do that three or four times

22:39

over a period of one or

22:41

two months and eventually you earn

22:44

the right to go for the ask. Unfortunately,

22:46

people are trying to condense that

22:49

engagement and it's just a huge

22:51

fail because unless someone needs

22:54

you at the very moment that

22:56

they're opening that email or that

22:59

message on LinkedIn, they're not

23:01

going to hire you and B,

23:03

it's not going to feel good and

23:06

that's very rare that that kind of synchronicity

23:08

happens that you send the exact message at

23:10

the exact right time to the exact right

23:12

person. If

23:14

you start to build

23:16

that KLT, that no like and

23:18

trust, you start to build that

23:20

positive sentiment by doing a slower

23:23

cadence of helpful

23:25

information and then

23:28

going for an ask. There's a lot more likelihood that

23:30

you're going to get it. So

23:32

that is absolutely key

23:34

to engaging the right

23:36

way. And then

23:38

another thing is referrals, like asking for

23:40

the referrals through LinkedIn. We

23:43

all know that's the best way to get business. Unfortunately,

23:46

people aren't using that

23:49

strategy and if they are, they're like,

23:52

hey John, can you introduce me to

23:55

CEO of a big company?

23:58

And I don't like to try. And he's

24:00

like, no, I can't. Right,

24:04

so you need to know exactly

24:06

who you want to connect with, find

24:08

one or two or three or four people

24:11

who could potentially introduce you, ask

24:13

them all if they're willing to introduce you, kind

24:16

of go for your best yes, and then

24:18

write the introduction for them. Make

24:20

it as easy as possible on that individual, but

24:23

using LinkedIn and having a

24:27

powerful script, a powerful

24:29

converting script that the

24:31

introducer can use with

24:34

the introducy, that's

24:36

really going to make a big difference. And

24:38

that's the right way to use

24:40

LinkedIn. It's definitely not a spray

24:42

and pray. Vivica, you've dropped value

24:45

bombs about LinkedIn. So many things,

24:47

I know Fire Nation can go

24:49

back and just improve their overall

24:51

imprints when it comes to this platform.

24:54

So give us one key takeaway that you

24:56

really want to make sure we get from

24:59

our conversation today, then share a

25:01

call to action for Fire Nation about how we

25:03

can connect with you, what you have going on,

25:05

and then we'll say goodbye. Perfect.

25:08

Yeah, so I mean, obviously,

25:10

we think LinkedIn

25:13

is about us. It's not. It's

25:15

about our audience. It's about our buyer.

25:18

So in everything you do on LinkedIn,

25:20

from your profile to the content that

25:22

you share to the private messages that

25:24

you send, always, always,

25:26

always keep your buyer, keep

25:29

your connection, keep your audience

25:31

front of mind. And it's always about

25:33

how can I serve you? It's

25:35

not about what can I get out of you. And

25:38

if you keep that in

25:40

mind, then any communication, anything that

25:42

you do on LinkedIn is likely

25:44

to be more effective. So it's

25:46

always, always, always about the buyer

25:49

and their points of pain and how you can

25:51

help to solve for that. And

25:54

yeah, my most recent book, 101

25:56

Ways to Rock Change, just, just.

26:00

just released so you can

26:02

go to www.get101book.com. That'll

26:05

take you right to it on Amazon. And

26:07

if you've got Kindle Unlimited, you can read

26:09

it for free. Yay. And

26:13

then, yeah, you can literally

26:15

just Google my name, Vivica Von

26:17

Rosen, my LinkedIn profile will show

26:19

up, my new company, Beyond the

26:21

Dream board will show up, and

26:24

you can reach out to me in any

26:26

either of those places. I am more than

26:28

happy to jump on a call. Definitely invite

26:31

me to connect, but please let me know

26:33

you're part of Fire Nation. I will absolutely

26:35

say yes, and we can have a conversation

26:37

if you've got any more questions. Fire

26:40

Nation, you are the average of the

26:42

five people you spend the most time with, and

26:44

hello, you've been hanging out with VVR in

26:46

JLD today, so keep up

26:48

that heat. And for links

26:51

to everything we talked about, visit eofire.com, type at Vivica

26:53

in the search bar, and the show notes page will

26:55

pop right up, as well as an episode we did

26:57

way back in the day. Listen to that, you'll get

26:59

a kick out of it. And

27:01

Vivica, thank you for sharing your truth,

27:03

your knowledge, your value with Fire Nation

27:05

today. For that, we salute you, and

27:07

we will catch you on

27:10

the flip side. Thanks. Hey,

27:12

Fire Nation, a huge thank you to

27:14

our sponsors, and Vivica for sponsoring today's

27:16

episode, and Fire Nation, over the

27:18

last decade, I've interviewed more than 4,000 of the world's most

27:21

successful entrepreneurs, and I've created a

27:24

revolutionary 17-step roadmap to your financial

27:26

freedom and fulfillment. I put it

27:28

all into my first traditionally published

27:31

book, The Common Path to Uncommon

27:33

Success, personally endorsed by Seth Godin

27:35

and Gary Vaynerchuk. The Common Path

27:38

to Uncommon Success is the step-by-step

27:40

guidance that you need to

27:43

achieve the lifestyle of your

27:45

dreams. Visit uncommentsuccessbook.com. I'll

27:47

catch you there, or on

27:50

the flip side. Marketing

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