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  • Writer's pictureYaakov Citron

From Free Advice to Paid Expertise: The LinkedIn Marketing Journey of The Malya Cam

Welcome to Solo2CEO! Today, we're sitting down with Malya Feivelson, also known as The Malya Cam on LinkedIn. Let us examine the world of social media marketing and LinkedIn strategy.


Tell me about yourself and your company. 

Hi, I'm Malya Feivelson, the Malya Cam on LinkedIn. Malya Cam is my media and marketing company with three divisions. We specialize in event planning, corporate events, and podcast marketing.


How does your social media marketing strategy work, especially for LinkedIn?

Many of my clients on LinkedIn struggle with obscurity and do not know how to market effectively. My strategy revolves around consistency and understanding of the audience, emphasizing quality over quantity. LinkedIn is about consistently posting and providing valuable content.


How do you measure success on LinkedIn and what advice do you have for content creators?

Success on LinkedIn is not solely about the number of impressions. I often tell my clients not to judge themselves based on the performance of a single post. Instead, we focus on consistency and adapt to what works for them. Test various types of content – written, videos, or images – and stick with what resonates with the audience.

I've been fortunate to be one of LinkedIn's creators, which means I have a LinkedIn manager paid for by LinkedIn. This manager provides valuable insights into content creation, newsletters, and top voice on the platform. Many rumors circulate about LinkedIn algorithms, but my manager has clarified that consistency and understanding of the audience are key.


Can you share your journey from providing free advice to realizing your value and charging your services?

Initially, I didn't realize the value of what I was providing. I spent hours giving free advice and content until I reached a point where I needed to acknowledge my worth. Charging even a small fee helped me transition from giving away my expertise to understanding my value. Over time, I increased my rates, as I recognized the impact and value I bring to my clients.

I shifted from offering coaching to running clients’ LinkedIn accounts. It was a gradual shift. Initially, I was against running LinkedIn accounts for clients, considering them inauthentic. However, as client demand grew, I adapted. Now, I work closely with clients and involve them in the content creation process. I no longer just run accounts. I collaborate with clients to ensure authenticity and quality in their LinkedIn presence.


How did you find your niche, and how did it impact your pricing?


As I focused on helping clients with LinkedIn, I realized the specific value that I could provide. This clarity allowed me to charge more for my specialized services. I understood the unique needs of my clients and tailored my services to address them effectively.


How do you deal with the challenge of trying to be everything for everybody, ultimately resulting in nothing for nobody?

It’s a common pitfall that many individuals try to please everyone and end up not satisfying anyone. You need to recognize the importance of understanding one's needs and making decisions based on what is best for oneself.

There was a time when I used to say yes to everything, hoping to accommodate everyone's needs. But, I soon realized that this approach was not sustainable. I had to learn to be a bit more selfish, not negatively, but in a manner that prioritizes my needs and goals.


How did you navigate through opportunities and decide what aligned with your values and goals?

In the past, I grabbed opportunities with monetary gain. Now, I evaluate them more thoroughly. I want to consider opportunities that align with my overall objectives.


Could you elaborate on the process of determining your pricing strategy, particularly when starting and adjusting it over time?

Initially, I faced challenges in setting the right price for my service. Starting at a low rate and then experimenting with a high rate, I eventually found a balance. It's an ongoing process of assessing the market, understanding the value I provide, and ensuring that the pricing is both fair for clients and sustainable for my business.

Confidence plays a significant role in selling services, particularly at a specific price. I've learned to be confident in the value I offer. While I may have sold a high-priced package in a short time, I also recognize my readiness for such prices. This is about finding a balance between confidence and ensuring that the price is reasonable for both parties.


Do you believe every business should have a podcast? What considerations should be considered before starting a podcast?


I think not every business should necessarily have a podcast. Podcasting requires substantial effort, time, and resources, which is why you need to understand its challenges before starting. Depending on your goals and objectives, podcast episodes can be advantageous for business growth.


Can you share your experience and the challenges you face in podcasting?

I believe that I’m one of the very few female Jewish podcasters. I worked on live radio and touring places like Intercom Studios in Manhattan. My background in radio broadcasting is why my podcast is called the Hebrew Hits Radio.


What does podcast marketing mean to you?

Podcast marketing involves promoting companies, services, and products through a podcast. I interviewed virtual assistant companies by combining their insights into their personal and business lives. At first, everything was free, but I realized the value and started charging a low price. This decision was prompted by a caller who wanted exposure to their business and made me recognize the importance of my platform.


Charging services is a significant step. Can you share more about the challenges and experiences of implementing this change?

Charging allowed me to set boundaries and avoid taking advantage of them. Some potential clients reacted negatively to the idea of payment, claiming that millennials were all about money. But, it's important to establish the value of my time and expertise. The best clients are those who appreciate the worth of the service, and charging has helped filter out those who don't value the effort.


When transitioning to business ownership, what red flags have you encountered when dealing with clients?

A major red flag is when clients consistently miss scheduled meetings. I've had notable individuals not show up multiple times, affecting my respect for them. A part of the learning curve in entrepreneurship is to recognize and address these red flags early in the business. Which is why I put in systems such as deposits and very clear cancellation policies — to maintain professionalism.

Speaking of the repeated failure of clients to attend scheduled meetings as a red flag, it shows not just the inconvenience, but a lack of respect for my time and effort. In the past, when I wasn't charging, I had to learn the hard way. Now, with clear policies in place, I can decline clients who don't value the service and respect the commitment.


What advice would you give to fellow entrepreneurs, especially those who have started?

The road to success is filled with challenges and entrepreneurship is no different. There will be moments of doubt, but you have to keep pushing through these tough times. To build a successful business, one must know how to set boundaries, recognize red flags, and value their time. Recall that the climb may be tough, but the view from the top is worth it.


If someone wants to get in touch with you, what's the best way to reach you?

Honestly, the best way to reach me is by sending a message on LinkedIn to Malya Feivelson. When reaching out, mention that you have listened to this podcast. Alternatively, you can visit my website and use the contact form, which will go directly to my email. The website is www.HebrewHitsRadio.com. Another option is to email me directly at HebrewHitsRadio@gmail.com. Feel free to choose the method that suits you best. Thank you!


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