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Crack the LinkedIn Code with Kris Ward & Caroline Pennington
Episode Summary
This week’s episode of Win The Hour, Win The Day Podcast interviews, Caroline Pennington.
Struggling to make LinkedIn work for your business? Join us as Caroline Pennington reveals the secrets to mastering LinkedIn and turning it into a business growth machine.
In this engaging episode, you’ll learn:
-Why LinkedIn is the best-kept secret for business success.
-The three key steps to winning on LinkedIn: optimize, post, and engage.
-How to build authentic relationships that bring real results.
-The magic of the “Grow” tab to find your ideal clients fast.
-Why hitting 10K connections changes everything for your business.
Don’t miss this chance to level up your LinkedIn game and get ahead of the competition!
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Podcast: Win The Hour, Win The Day Podcast https://podcasts.apple.com/ca/podcast/win-the-hour-win-the-day/id1484859150
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LinkedIn: https://www.linkedin.com/company/win-the-hour-win-the-day-podcast
You can find Caroline Pennington at:
Website: https://femininefounder.com/
LinkedIn: https://www.linkedin.com/in/caroline-pennington/
#KrisWard
#AuthenticStorytelling
#PublicSpeakingTips
Win The Hour Win The Day
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Caroline Pennington Podcast Transcription
[00:00:00] Kris Ward: Hey, everyone. Welcome to another episode of Win The Hour Win The Day, and I am your host, Kris Ward. And today in the house, we have Caroline Pennington and she is a LinkedIn coach. Welcome to the show. Caroline.
[00:00:11] Kris Wad: Thank you so much for having me.
[00:00:13] Kris Ward: Okay. A LinkedIn coach. So let’s just start from the top. What do you think? Okay. That people are missing with LinkedIn. Cause I think it’s the answer to everything. Like I, I’m not a LinkedIn coach but I am surprised when I have conversations with people who are not really using LinkedIn at all. And I think, what am I not understanding? Like you have to be there.
[00:00:35] Caroline Pennington: LinkedIn is the biggest undertapped resource to use for marketing for business owners. And here’s some stats and reasons why number one is the largest professional networking site. It just crossed 1 billion users this year. It has 130 million active daily users. The average user makes over a hundred thousand dollars, which means they have money to spend on your products or services and last only 3 percent of people post content on LinkedIn, which means it is a very, not a competitive space at all to market yourself and your business.
[00:01:07] Kris Ward: That is interesting because when you hear that only 3 percent post, and when I’m posting and I’m on LinkedIn you could scroll forever and it goes on and on. So you assume that I’m just, a drop in the bucket and it’s, I would have thought it’s getting to the point of being saturated but where else are we going to go?
[00:01:24] Because I think LinkedIn really. But I, like it is really a professional setting and there’s nothing out there like that. But I, I am surprised when I have conversations with other entrepreneurs or founders and they’re like, yeah I should be on LinkedIn, but I’m not like what else are you doing? Like, where are you? I don’t get that.
[00:01:43] Caroline Pennington: Or they get on LinkedIn and they It’s funny when I speak to crowds, I’ll say, okay, raise your hand. If you’re on LinkedIn and they’ll all raise their hands. And then I’ll say, okay, raise your hand. If you’re active on LinkedIn, maybe two hands are raised. A lot of professionals, entrepreneurs create a LinkedIn profile and they get on there and they check out things and they lurk around, but they don’t actually take action and be start posting content and establish themselves as the subject matter, expert and thought leader.
[00:02:10] Kris Ward: All right. I’d. I didn’t know we had a choice. So I just thought, I don’t know, like that’s just it. We’re all there. Suck it up, Buttercup. You need to be there. Okay. Let’s assume now we’re all on LinkedIn, as one should be. Although, I don’t know if you people don’t want to be on LinkedIn, that’s fine.
[00:02:27] It leaves more room for the rest of us. What is it to do? That we need to be knowing once we’re there. What can we do? What can we, what are we doing poorly? Where do we start?
[00:02:37] Caroline Pennington: There’s three pillars to have success on LinkedIn. One is you need to have your profile optimized to you need to be putting content out there regularly.
[00:02:45] If you can’t do five days a week, for me, it was Monday through Friday. I posted the same time every single day. So my audience knows I show up 00 AM.
[00:02:55] Kris Ward: Okay.
[00:02:56] Caroline Pennington: Number three, you need to use. You need to conduct engagement strategies. That means with other creators, other business owners, power partners, and also you need to use the DMS. The magic is in the DMS.
[00:03:09] Kris Ward: Okay. So content engagement. Okay. Hold on. Let’s just back up for a minute. Why am I starting number three? Okay. So profile, I think that is really important. And I think one thing I often say is we throw things up and then. When we don’t need them like it’s our profile. So how often are we on our profile?
[00:03:27] I think it’s really important to remember to revisit that we look at and I’m not saying it’s great But we look at our profile once a month. We do a little audit because sometimes it’s oh we say that differently now or better or we’re doing this. It’s just a clean up with fresh eyes So I like to check on it once a month because I’m shocked when I go back and I see years ago, I used to, you trim across your own website and what the hell are we talking about that for?
[00:03:48] Oh, we haven’t visited this. We just thought it was done and moved on. So nevermind that we could have a whole show just on what to do with your profile and leaning into that. But let’s just say it’s up to date or you’re keeping current, keep visiting it and revisiting it and up refreshing it and adding new stuff. Am I in agreement on that one?
[00:04:09] Caroline Pennington: Yeah, you are. And I think setting it up and optimizing it is the key there because you have less than three seconds to keep someone’s get someone’s attention. And so they need to know in a very quick, succinct way who you are, what you do and how you can serve them. And that could be from a service capacity or product capacity, but it needs to be really clear, really fast.
[00:04:28] Kris Ward: Okay, so keep it clean and tight. That would be the key elements to optimizing it.
[00:04:35] Caroline Pennington: And I would say spend some time actually optimizing it and filling it out appropriately. Have the call to actions on there. Have the ways to reach you make it easy for them.
[00:04:43] Kris Ward: Okay. Perfect. Okay. Content. Posting daily.
[00:04:48] Do you, I’m gonna, I’m sorry, I’m gonna ask you a stupid question. Do you think it really matters that you post the same time every day? Obviously it does because you do it, but I guess I assume just because you post at 8am doesn’t mean I’m showing up at 8am. So I always think, not that I would go 8am and then 9pm, but how important is that part?
[00:05:09] Caroline Pennington: It’s very important and you can use the LinkedIn scheduling tool to post at whatever time you feel like. For example, I have a client that’s a healthcare leader and she posts at 10 a. m. every day because the healthcare leaders, the executives and the clinical people, they come to work on their shift work at seven, then they start scrolling at 10.
[00:05:26] And so that’s when she’s able to capture their attention. So whatever that looks like for your audience, but view it from their lens. When are they getting on LinkedIn and scrolling?
[00:05:34] Kris Ward: Okay. I just assumed if they were getting on LinkedIn and scrolling, then they could see what I posted yesterday.
[00:05:41] Caroline Pennington: They can, but that is not going to build your audience and your personal brand. They’re going to start to expect to see you and want to see you at a certain time, every single day.
[00:05:50] Kris Ward: Okay. Be reliable. Okay. Got it. All right. Content engagement. You mentioned that seems like there’s a lot we could be talking about there in the DM. So what do you feel we’re missing the boat on that one.
[00:06:01] Caroline Pennington: The law of reciprocity exists in a very big way on LinkedIn. And what that means is the more that you engage with other people. And more than just a like actually go in and comment on their post. Yeah. And again, we don’t need to spend all day doing this.
[00:06:15] We’re all busy people, but be intentional comment on one to three people every single day that you decide to get on LinkedIn. And then when you start posting content, those people will circle back and actually engage you. And comment on your stuff as well. They don’t have to, they’re not obligated to, but it exists in a really big way.
[00:06:33] Kris Ward: And even if they didn’t, what I find is they do reach out to me. To your other point about the dms, they will message me in the DM and say, oh my gosh. Thank you so much for supporting my post today. I know as you commented a couple times, they are thankful and you are acknowledged and so whether, cause then there’s a whole argument.
[00:06:50] Okay. I like your post Caroline, and then you’re going to like mine. Am I any further ahead? What are we doing here? Is this high school? But what I would say is even if that exchange didn’t happen, I am now top of mind. You know who I am. And often you will hop into the DMs and thank me, which then allows us to have a conversation
[00:07:09] Caroline Pennington: 1 million percent. And that’s when the relationship starts.
[00:07:13] Kris Ward: Okay. All right. So I said something, why is everybody write that down? Okay. 1 million percent. She said everybody. Okay. So then that is really interesting. So the relationship now officially starts in the DMs. What do we do there?
[00:07:31] Caroline Pennington: You nurture it.
[00:07:32] The linkedIn way is not a get rich quick or get all these clients.
[00:07:37] Could you spend, send a couple of DMS? It’s a more of a nurtured relationship, but that’s okay because it’ll pay off in tenfolds. Let me give you an example. When I first started my engagement strategies and my DMS, I was pushing my newsletter. I was wanting my lead magnet to be signed up for. I was wanting their emails.
[00:07:53] To be on my list. Now I slide into their DMS with a two sentence, simple, short message. I say, Kris, nice to meet you. I look forward to connecting further. And my response rate has gone from under 20 percent to over 80 percent with that two sentence.
[00:08:08] Kris Ward: Okay. Because you are not, I don’t think I’m going to be pitch slapped.
[00:08:13] So you’re just talking. And now I’m going to talk back to you and I’m going to acknowledge you. And I think that is the one thing, if it does slow people down on LinkedIn, LinkedIn does it. More so than the others you’ve got you can say in one hand All right, we got all these people that would make money and our decision makers and then we have all these unfortunate people that are just going out there and blitzing with this some sort of ridiculous message that you know, they’re just hit a thousand people and it went out and it’s just it’s ludicrous.
[00:08:43] You’re not going to be like, Oh, what’s your name? Steve. What? I’m going to give you 2, 000. Okay. What? Hold on. No problem. Yeah, let’s hop on a call. What did you say in 20 minutes? Let’s do that. So I think that’s where people get lost compared to let’s say Facebook and Instagram. That’s not happening.
[00:09:01] But you just ignore, I disconnect from these people and the silliness and stuff. But that, I think, Is the downfall of slows people down. But I would still say, once you start building out and commenting and building these relationships, then you’ve got a lot more quality coming in. So when you do get pitch slapped, it’s like one out of 30.
[00:09:20] Caroline Pennington: Yeah, that’s true. And I would say to, to your listeners, don’t automate that hello message, make sure and just go in and do it, make it a routine, once a week or every other day to go in and say that those two quick sentences, because here’s what happens is once they come back and engage back with you nice to meet you or likewise, whatever they decide.
[00:09:39] They will go on your profile and check out what you are doing, what kind of entrepreneur you are, what you’re selling, what your services are, and they’ll do their due diligence on you. And nine times out of 10, if they want to work together, if they’re a hot prospect or hot lead, they’ll come back around and ask you for a meeting.
[00:09:54] Kris Ward: Yeah. Yeah. Yeah. And we don’t, but even just the, like when you say don’t automate it, even if you’re not pitching them, this is where we have to remember back in the 1800s when I started my business, you’d have to get up and you’d have to go to a breakfast business thing and you, it could be cold in the winter and you do all this stuff.
[00:10:15] And now it’s oh, yeah. Come on, people, we can’t even we’re automating the DMs. Come on let’s do this, right? Let’s have a personal relationship.
[00:10:23] Caroline Pennington: Yeah, because when it comes across automated, it’s got that spammy feel to it.
[00:10:30] Kris Ward: Yeah.
[00:10:31] Caroline Pennington: And you’ll automatically get written off because of that.
[00:10:33] Kris Ward: Yeah. A hundred percent. Okay. So when the relationship starts in there, we don’t want to then just be relationship. I say something nice. You say something nice. So then I can pitch you because it’s, ah, there you go. I knew you’re trying to get something out of me. So where do you tend, like, where do you tend to either spend most of your time or how are I know you’re a big proponent that people don’t know how to leverage LinkedIn.
[00:10:55] Where do you feel we could be leveraging this more?
[00:10:57] Caroline Pennington: Yeah. So I think LinkedIn is the place to be, to leverage yourself as the thought leader and go to subject matter expert. So if you’re listening to this podcast, and let’s say you’re an attorney or your CPA, or you have a service based business, you can establish yourself as the subject matter expert, just on putting content out there, talking about some things that do well on there’s pro tips.
[00:11:19] So what are you a pro and an expert at that kind of stuff translates really well on LinkedIn. And creating yourself a personal brand and positioning yourself as a thought leader will just bring business to you inbound. So it’ll decrease. You won’t have to do as much the business development.
[00:11:34] Kris Ward: I find too, that if I look somebody up on LinkedIn for whatever reason, and I look and they post whatever once a month, or they’re not posting their profiles incomplete.
[00:11:46] In my mind, it’s almost like they don’t have a website. Like I don’t go any further. I almost feel like at this point, the website is I don’t even know. Like the LinkedIn is who you are, but the website is maybe is a brochure or something like that. There’s some disconnect now to me on the website.
[00:12:03] It’s Oh yeah, you and a bunch of, we know a bunch of people put this together and you got big pictures and you made big promises. I wanted to meet you in order to meet you. I looked at your LinkedIn profile And if it’s incomplete or it’s Oh, it’s almost like you showed up to a business meeting with, I forgot to put your pants on, like you’re here in this and you don’t, like you’ve got gaping holes in your LinkedIn profile.
[00:12:26] Oh, I thought you were, Oh, I thought you were in business. I thought you were a professional. And I don’t mean that in a condescending judgment way. It, I just think it’s very telling.
[00:12:35] Caroline Pennington: It’s a complete representation of who you are as a professional. And here is the deal. It’s all LinkedIn is it’s an SEO tool.
[00:12:43] So when I Google Kris Ward, the first thing that pops up is your LinkedIn profile, unless you’re paying to SEO to have the search engine optimization or paying for ads or sponsorships for your website, that’s going to pop up first.
[00:12:56] Kris Ward: Okay. Oh, that’s right. So on Google, LinkedIn is going to pop up above your website.
[00:13:03] So then make sure this is as current, if not more, I would say than your website.
[00:13:09] Caroline Pennington: Yes.
[00:13:10] Kris Wad: And then also there is some validity to it because, it’s LinkedIn and then of course when you get some testimonials or recommendations or interactions, then people can see how you’re interacting. There’s no interacting on your website, right?
[00:13:23] So it is a much more 360 profile of, what you think is funny, how you communicate, how you comment. There’s just much more much more of your characters there versus that website.
[00:13:34] Caroline Pennington: Yeah, they can feel your energy and your content, your engagement, because here’s the thing about LinkedIn is once you put it on LinkedIn, not only does it sit out there for a long time, but when you do put engagement or content out there, not only does your audience see it, but when you engage with other people, their audience sees it as well.
[00:13:51] So it’s basically a double whammy.
[00:13:53] Kris Ward: Okay. Okay. All right. So what are some of the biggest mistakes we’re making on LinkedIn? Not posting. Yeah. Okay. All right. Yeah. Apparently it’s something only 3 percent of people are active.
[00:14:07] Caroline Pennington: Yep. That’s a fact. And that actually is increased. So when I started my LinkedIn journey a year and a half ago, it was 1 percent and now it’s three and it’s just going to continue to grow and get more competitive.
[00:14:17] Kris Ward: Okay. So it started off 1 percent of people are active. What are the rest of them doing? They’re just scrolling?
[00:14:23] Caroline Pennington: They’re either wanting to learn on LinkedIn or they’re looking to network on LinkedIn, or they’re just hanging out, lurking, okay. What everyone else is doing.
[00:14:32] Kris Ward: I think the lurking thing would be really boring.
[00:14:34] It’s not like Instagram where you might have some funnies, like it’s not funny stuff. ,
[00:14:40] Caroline Pennington: I don’t it. It’s mainly nosy people. They just wanna see what their colleagues or coworkers are up to.
[00:14:46] Kris Ward: Okay. All right. Okay, so not posting content. And when we’re posting, you’re posting Monday to Friday at 10 a. m., do you think there’s a minimum and a maximum that we should be posting?
[00:15:00] Caroline Pennington: I think if you want to get started on your LinkedIn journey and five days seems like too much for you and you’re listening to this, I think three days is appropriate. And I would do Monday, Tuesday, Wednesday, rather than Monday, Wednesday, Friday, because people are more active on LinkedIn in the front half of the week than the back half of the week.
[00:15:15] Kris Ward: It’s interesting. I did not know that. Okay. And we just get petered up from the work week and we just get tired by Thursday and Friday. Okay. And are you recommending what combo as far as posts, written posts and video goes?
[00:15:29] Caroline Pennington: You can just do a regular static LinkedIn post. I would assign a picture to it and you don’t have to get all fancy with a videographer or whatever.
[00:15:37] You can literally use a Canva stock photo that looks like whatever you’re talking about and it’ll do fine. Branding photo shoots or headshots do well on LinkedIn. They are trending towards video on LinkedIn, but I’ve tested B roll and other stuff like that, and it doesn’t really do any much better than my still pictures.
[00:15:54] So I, when linked to still pictures, the only video I do on there is Tuesdays and that’s for my podcast.
[00:16:00] Kris Ward: Oh, okay. All right. Oh, okay. There we go. All right. Okay. So we’re posting now. We’re sliding into the DMS. We’re cleaning up our profile. When we start doing all these things how else can we leverage it?
[00:16:16] Caroline Pennington: That’s when you start to scale it and your personal brand and your, and whatever you’re selling your business that you’re doing, it just, you’re going to get to a point, a capacity point where you’re gonna have to hire other people to help you manage the account because it’ll grow really fast. And the numbers that you’re looking to target are 2, 500, then 5, 000, then 7, 500. And then once you get to 10 K. You really don’t.
[00:16:37] Kris Ward: Like followers, you mean?
[00:16:39] Caroline Pennington: Yes.
[00:16:39] Kris Ward: Okay.
[00:16:40] Caroline Pennington: Okay. Yep. Once you get over 10k, LinkedIn’s, the algorithm feeds you all your ideal customer avatars and so you don’t even need to do any outbound requests.
[00:16:50] Kris Ward: Oh, okay. I know. I did not. That’s something I have not heard before.
[00:16:54] What now also, but we want to, we have to be strategic and building that. We just don’t want to be running around grabbing everybody, so we want this list to be of, quality, I was gonna say quality people, forgive me, but people that would be a good interaction for us, just not so in my case, I’m not going to have school teachers and things like that.
[00:17:15] That’s not who I serve. And so if we have that and we get our list growing to 10K, then we have earned our key, but okay, we’ve established ourself with LinkedIn and they’re just going to feed us the sort of, instead of us feeding the beast, they’re going to feed us.
[00:17:29] Caroline Pennington: Yeah, exactly. And I would be sparing Lee with your connection requests.
[00:17:34] You get, if you have the free account, you get up to a hundred a week. If you get the premium account, you get two 50 a week.
[00:17:40] Kris Ward: Okay.
[00:17:40] Caroline Pennington: And one thing you can do is you click on the my network tab in the middle, and there’s a tab called GROW, there’s a grow and a catch up tab. You want to pay attention to the grow tab because the grow tab is going to feed you people from LinkedIn algorithm that your ideal clients or customers could be.
[00:17:57] And so it’s a very easy way to go to it every single week and connecting with those people that could potentially be customers or clients for you.
[00:18:06] Kris Ward: I did not know of these tabs and I’m on LinkedIn a fair bit. I was just using if I saw, I try very hard whenever I if you commented on something and then I comment on yours and then I check out your profile and then I send you an invite and I say, Hey, I’m in your, looking at your stuff and here’s what I thought.
[00:18:22] So I’m purposeful about it. But it’s slow moving. So I did not know these grow tabs. Okay.
[00:18:29] Caroline Pennington: Yeah. And the more that you use it and the more that you trained LinkedIn algorithm of who exactly is your ideal client or customer. The more it’ll start feeding those people in those profiles to you. And it’s okay to connect with people that are prospects for you.
[00:18:42] You don’t have to know them or had to have worked with them. That’s one thing people get in the weeds about on LinkedIn. They’re like, Oh, I can’t connect with them. I don’t know them or their potential client. That’s okay. It’s just like the friendship button or whatever on Facebook.
[00:18:57] Kris Ward: Yeah. But in fairness to them, didn’t LinkedIn have that back in the day?
[00:19:01] Do you know this person? I’d be like, listen, I’m not going into their house. They’re not, I’m not asking them to get into my car. What are we doing here? So I think unfortunately, like any platform, somebody might hop on, see something and then assume that’s the way it’s been for years.
[00:19:14] So I think, LinkedIn messed us all up on that one. So now it’s no longer a big issue. You don’t have to know them. All this other stuff, go to the grow button. And then, so that’s something too. I think a lot of us don’t, I never really took pride or I really can’t, I know, I think I have over 5k, but I don’t.
[00:19:34] I don’t look at the numbers as much as I perhaps did on other platforms. So that’s something interesting that you’re pointing out is we should be a little bit more strategic about our, how our growth is on LinkedIn.
[00:19:44] Caroline Pennington: Yeah. 1 million percent, because also too, if someone said you a connection request and you don’t like their vibe or they are completely random.
[00:19:52] It’s okay to reject them. Also, if you’re listening to this podcast, and this is the one hang up I hear from so many clients is I don’t want my ex boss to see me post that, or I don’t want my ex coworker, or I don’t want ex colleague in my field to see what I’m doing. If that’s the case, go into your connections and unconnect from them right now.
[00:20:13] Kris Ward: I unconnect from people. You know what I do when people, if I make a connection, then they send me some person the other day, I’m being nice and asked for a connection. I said, yes. And then she went into a pitch about, tell me the three biggest problems in your marriage, one, two, three, and give me your name, your email address, and your phone number.
[00:20:35] Okay. Problem number one, my husband passed away. So that’s, You know, and okay, the odds of that happening are slim, but a lot of people are divorced. So that’s not a good question to ask. Secondly, if I had real big pain points, maybe giving you my phone number so that when you call and my husband answers the phone before I get home.
[00:20:55] And I told somebody in the DM that, you’re a jerk and never help around the house. This could be yet another argument this week. I’m like, Oh my gosh. So clearly I don’t even, I just on, take her off. We’re done. The relationship is over. That’s just crazy talk.
[00:21:11] Caroline Pennington: That’s the first I’ve ever heard of that.
[00:21:13] But yeah, I’m with you. Like I will unconnect or block in a heartbeat if you’re coming at me too strong or you’re selling weird or we’re not vibing. Like you gotta go.
[00:21:22] Kris Ward: Yeah. And in fact, to the point that I wish we had this in life, I’m like, you know what? It’s really quite easy to get rid of people on LinkedIn.
[00:21:29] We should transfer this into the physical world. Okay. So then we got to Mojo going, the numbers do matter. And I really, I think, am I? Am I naive in this because I don’t think we talk about this enough. Like I think everyone talks about the numbers of engagement, like how many people like your post or we, at one point we all cared about Facebook or, I got this many followers on Instagram, but I really don’t hear people talking about the numbers on LinkedIn.
[00:21:56] Caroline Pennington: That’s changing now because LinkedIn has positioned itself as the go to professional networking site. It’s okay. It’s basically what Facebook and Instagram used to be 20 years ago.
[00:22:05] Kris Ward: Okay. Yeah. Cause I just don’t see there’s a lot. I go on Facebook for marketplace and I go on Instagram to send something funny or sometimes I’ll quick recipe or whatever, but I really don’t see that they’re comparable at all anymore. As far as seriousness goes or the professionals that could potentially meet.
[00:22:25] Caroline Pennington: Yeah. And LinkedIn is the place. There’s no other professional networking website. That has the power and the name numbers and the stats and the names. Even when I was listening to a podcast Mauricio Yomansky of the agency, huge real estate agency in the U S huge real estate model.
[00:22:43] He was on it with Ed, my let, and Ed said, when you have billionaire clients come through your agency, when they’re looking at properties, how do you do your due diligence on them? And he said, I get on LinkedIn.
[00:22:55] Kris Ward: Wow. Okay. You would think if I was a billionaire, I might not even bother with LinkedIn, but I guess I have to connect with other billionaires.
[00:23:05] That was his answer. Oh, okay. I’m doing the math here out loud. People listen to me because I’d be thinking, hello, that’s beneath me. I don’t need to do this foolishness. I’m a billionaire. But then. I need to find my people. And I think there’s less of my people if I’m a billionaire, because there’s not a lot of billionaires.
[00:23:23] So I never thought of that. Okay. So then if they can talk to each other, not saying I’m going to get into that conversation, but they’re still in the same room, whether they acknowledge me or speak to me or not, that’s the power of it.
[00:23:35] Caroline Pennington: Yeah. And it may not be them specifically going on LinkedIn. Maybe it’s it’s their staff that are managing their profile, but at least it’s on there. Like, how did they make their money? How did they have their success? And that was how the due diligence was done. It was LinkedIn.
[00:23:50] Kris Ward: Yeah. And to, of course, to your point Mary or Steve, the billionaire is not on LinkedIn DMing themselves.
[00:23:57] However, in this day and age, if I wanted to find Mary or Steve, the billionaire, even just finding their mailing address would be impossible because they’re under this corporation or that corporation. And you like, so the fact that even if you say, look, you are so far removed from that person ever touching their LinkedIn, but that’s fine.
[00:24:17] But somebody is, and now we know where they are, whereas before it’s like, Oh my gosh you would never even find an address. Certainly not a phone number.
[00:24:26] Caroline Pennington: Yeah. And there’s all of it. It’s all on LinkedIn. I can’t tell you how many speakers, keynote speakers I’ve been at, and they literally reference LinkedIn as a tool that they’ve used for marketing with building their success.
[00:24:40] Kris Ward: As far as getting, as far as getting speaking gigs?
[00:24:43] Caroline Pennington: No, as far as Building whatever business they were building out. For example, I heard Jamie Kern Lima speak. She’s the founder of it cosmetics, right? She used to talk about going into LinkedIn and contacting these Nordstrom buyers, these Sephora buyers, she would find them on LinkedIn. And so she would use LinkedIn as a tool to get to the buyers to sell her product.
[00:25:05] Kris Ward: And in that example, and boys, if you don’t know, speak to the female beside you, it cosmetics is a very big brand. So in that example. You she would never like get to Nordstrom’s where’s the head office? What floor like you who even has that job title in the head office?
[00:25:23] There would be so many even if you said hey here’s the head office on this street in this state in this town in this city Who’s in charge of that? There could be, you would be bouncing around forever. I think I’m trying. And then of course, they’re not going to put you through. Like I’m looking to say, I’m looking to sell cosmetics to your company.
[00:25:41] Hello. We get this call a thousand times a day. That would be a goldmine for her to even find out the person she wants to talk to. Nevermind. Get to talk to them. Yeah.
[00:25:51] Caroline Pennington: Yeah. And that’s the power of LinkedIn right there.
[00:25:53] Kris Ward: Okay. All right. Okay. Caroline, where can people find more of your brilliance? I’m just, let’s all guess it might be
[00:26:02] Caroline Pennington: that was my answer. Find me on LinkedIn. And it is me in the DMs. I am not going to outsource that. So if you have a question or are curious about anything you’ve heard in this episode, just let me know. Send me a note.
[00:26:13] Kris Ward: Yeah, I think that’s the last place. Sometimes people talk to me about, outsourcing this or that, because listen, I’m all about our VAs with our clients and their leadership team, and there’s all these things.
[00:26:23] But I would argue that those, when you have what we call a win team member, a what is next, that’s your VA can get you to what is next. That’s so you can, they can do all the pre and post work. So you can do the real stuff like this, the engagement, right? And so you’re not fussing around with a slideshow or all this other stuff that you have to do.
[00:26:40] So it’s taking things off your plate, but yes, when you’re in there building relationships, you want to be the one doing it because you don’t know who’s on the other end messaging you like you don’t want to be missing out on that.
[00:26:53] Caroline Pennington: Yeah. So find me on linkedIn or my website is femininefounder.Com.
[00:26:57] Kris Ward: Okay. Awesome. Everyone else. Please share this episode with a business buddy. Do not have them bang around by themselves with lots of great things in here. I have a few things I have to look up myself right after the show. And Caroline, thank you again. We appreciate you and everyone else. We’ll see you in the next episode.
[00:27:13] Caroline Pennington: Thank you so much for having me.
[00:27:14] Kris Ward: You’re welcome.