Making of an Empire

Episode 1 - Unlocking LinkedIn Visibility with Heidi Medina

• Aditi Jajal-Newey

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0:00 | 59:22

The Help Me Unlock Podcast has been rebranded to Making of an Empire. Same magic, same awesome guest line-up, just a bit of that empire energy! 

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LinkedIn is not a billboard. It is a conversation. And if you have been treating it like one, this episode is going to change the way you show up on the platform entirely. Aditi sits down with digital marketing strategist and four-time business owner Heidi Medina to unpack the real mechanics of LinkedIn visibility, from the algorithm to the art of selling without the ick.



Let's Dive Into the Highlights

  • The Conversation Platform: Why LinkedIn's fundamental difference from every other social media platform is that people actually want to talk to you there, and how to use that to your advantage.
  • Comments are Content: Heidi's number one tip for every client. If you do not have time to post today, skip the post and go straight to the comments. Every comment is a piece of content and a place to show up.
  • The 14-Day Lifespan: Unlike Instagram or Facebook where content dies within hours, LinkedIn gives your posts a significantly longer runway. Heidi explains why that changes everything about how you think about consistency.
  • The Selling Ick: Why so many entrepreneurs, especially women, struggle to ask for the sale online, and the mindset shift that makes it feel less like a transaction and more like a service.
  • Post Live, Plan Smart: Why auto-schedulers kill your reach on LinkedIn, and how Heidi plans 75% of her content in advance while leaving room for the inspired 25%.



Behind the Breakthrough

Heidi Medina is a digital marketing strategist, business coach, and four-time business owner with over 25 years of organic marketing experience. She spent two decades creating digital landscapes for CEOs and movie stars before moving into content and social media management for Fortune 500 companies. In 2018 she jumped into coaching, helping entrepreneurs build consistent marketing strategies that give them the freedom and flexibility to live the life they actually want. LinkedIn is her home turf, and this episode proves exactly why.



The Guest Said It Best

"For me, LinkedIn is about enjoying the conversation. So whatever I can do to get that started, that's what I'm working to make happen."

"The comments are where the gold is at. And I tell all my clients and people that if you don't have time to post that day, don't post. Skip the posting. Do comments."

"If you switch the idea of the hard sell to realising you are serving your clients, and if you don't deliver that, then you are letting those people that need you down."

"You're professional enough if you're doing what works for you and your brand. So just bring us you. At the end of the day, that's what's going to connect with people."



Key Takeaways

  1. Engagement First, Always: LinkedIn rewards conversation. Showing up in the comments is not just good manners. It is how the algorithm learns who your audience is and starts working in your favour.
  2. Shares Do Not Move the Needle: Sharing someone else's content gets you almost no reach on LinkedIn. If something inspires you, write an original post that references it instead. That is where the visibility lives.
  3. Plan Your Content, Post it Live: Auto-schedulers actively reduce your reach. Plan ahead, but show up in person to post and stay around to engage with what comes back.
  4. Selling is Serving: If you have a solution that someone needs and you do not make the offer, you are doing them a disservice. Reframing the sale as service changes the energy of every ask.
  5. Think Community, Not Audience: LinkedIn visibility is not about broadcasting. It is about building a curated network of people you genuinely want to be in conversation with, and showing up for them consistently.



A Question for You

Heidi says that the biggest trick to LinkedIn that most people miss is engagement. Not posting more, not going viral, just getting into the comments and having real conversations. So when was the last time you showed up on LinkedIn not to post, but simply to connect? What would change if you made that your first move this week?



Take the Next Step

Ready to crack the LinkedIn code? Heidi has a host of ways to support you in building your visibility and growing your business on the platform.

Connect with Heidi:


Connect with Making of an Empire

Thank you for tuning in to another episode of Making of an Empire! Our mission is to help you unlock the tools you need to build a business and a life that reflects your highest potential.

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