Mandy McEwen is the Founder & CEO of Mod Girl Marketing, an award-winning social media consultancy, and Luminetics, a LinkedIn training company. For over a decade, McEwen has been a pivotal figure in the digital marketing sector. She’s been recognized as a Top 24 Business-to-Business Marketer by LinkedIn, and also as a Top 10 Marketer by DigitalMarketer. In addition to these distinctions, she has been featured in dozens of industry outlets including Inc., Huffington Post, and MAXIM magazine.

Key Moments

[00:00:35] CEO Mandy McEwen shares her LinkedIn success.

[00:04:57] Sales experience in Kansas City, marketing and SEO.

[00:08:05] Ranked #1 in Google for online marketing; coached agencies on getting clients.

[00:10:46] Pivoting fully into Luminetics for LinkedIn training.

[00:14:04] Freedom to work without corporate politics.

Find Mandy Online

https://www.linkedin.com/in/mandymcewen/

https://www.modgirl.consulting/

https://www.luminetics.io/home

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Transcript (Provided by CastMagic.io)

Seth [00:00:00]:

Entrepreneur’s Enigma is a podcast for the ups and downs of entrepreneurship, so the wins and the fails that we all face being entrepreneurs, how we learn from adversity. Every week, I talk to a different entrepreneur with a story to tell. I’m Seth Goldstein. Come with me on the journey. This is Entrepreneur’s Enigma. Let’s get started. Hey, everyone. Welcome to another edition of the Entrepreneur’s Enigma podcast.

Seth [00:00:35]:

I am, as always, your host, Seth. Today, I have a good friend of mine, Mandy McEwen. She is the chief bottle washer, The founder and CEO of My Girl Marketing, an award winning social media consultancy, and Lumenetics, A LinkedIn training company where she helps people and companies and salespeople get a handle on LinkedIn, which can be a real bear at times. She has been recognized as a top 24 business to business marketer by LinkedIn, top 10 marketer by digital marketer. And she’s got posts in talking about her, you know, Huffington Post and Max Magazine, Two very good backlinks. She’s very good at SEO, and she’s got quite a story to tell. So let’s bring her in here. And she’s coming from Crete.

Seth [00:01:24]:

She’s not Greek, but she’s coming from Crete. How’s it going, Mandy? How are you doing?

Mandy [00:01:30]:

I am good. How are you? Definitely not Greek, But I am enjoying the Greek islands.

Seth [00:01:36]:

Exactly. Enjoying the Aegean, which is cool.

Mandy [00:01:39]:

Ex yes. Indeed.

Seth [00:01:41]:

So How did this get this roller coaster get started? I mean, this is this is pretty wild. I mean

Mandy [00:01:48]:

Which one? Which roller coaster?

Seth [00:01:50]:

Exactly. Which one?

Mandy [00:01:51]:

A lot. We got

Seth [00:01:52]:

I know. I know. And then you’re also, like, the the top SEO by search engine journal. And I’m like, Well, she clearly knows something about SEO because she got a heck of a backlink from HuffPost to Maxim.

Mandy [00:02:06]:

Exactly.

Seth [00:02:07]:

Because then Maxim gives you a link. I just saw this, gave you a link from their top 10 influential women on LinkedIn post. So I’m like

Mandy [00:02:17]:

Indeed.

Seth [00:02:18]:

Nice. Noise. Backlinks.

Mandy [00:02:20]:

I know it is a bit backlink, for sure. Exactly. Show.

Seth [00:02:24]:

So how did this all get started? How did you get into social media marketing and LinkedIn marketing, all this. Like, let’s let’s do the origin story a little bit.

Mandy [00:02:33]:

Okay. K. So From roll. I failed the GRE in college because I didn’t study. Thought I’d be smart enough because I graduated high school early. I was gonna graduate college early. All of the things, But I failed it. I wanted to be a bilingual school psychologist, studied abroad in Spain, thought that was my dream.

Mandy [00:02:54]:

Didn’t study for the GRE, failed it, was really bitter and was like, nah. Screw that. I’m not going to get a graduate degree. I’m just gonna go get a job. So I did, then realized I didn’t like working for other people, in sales. I was like, nah. I don’t like this. I don’t like having a boss.

Seth [00:03:09]:

Do it here. Yeah.

Mandy [00:03:10]:

Yeah. I don’t like having people tell me what to do. So I started researching ways to make money online like everyone else. This was, like, circa 2007

Seth [00:03:18]:

Yes.

Mandy [00:03:19]:

And fell in love with the Concept of SEO. And so I started teaching myself and buying courses, and then I taught myself HTML website. Site

Seth [00:03:29]:

It’s how most people learn SEO back in the day. You have to kinda keep yourself.

Mandy [00:03:32]:

Exactly. Exactly. And I didn’t know WordPress existed. WordPress is, like, kind of new, and I didn’t discover it anymore. Yeah. Yeah. So I was, like, building shit from scratch like an idiot. You know? So Well, that’s the

Seth [00:03:45]:

way we learn, though. It’s kinda the way we learn. Yeah.

Mandy [00:03:48]:

For sure. So I found affiliate marketing, and that’s how I started. So when I was googling, like, how do I make money online, I found affiliate marketing. So I I taught myself HTML, SEO, And then I started ranking websites, and then I would sell people’s products, whether it was, like, dog training or Wow. Male, Like, well, like, vitamins for men. Like like, just like the most yeah. Exactly. I’ll just I’ll just keep it that way.

Mandy [00:04:17]:

The most random things you can possibly think of. Right? ClickBank, ebooks. Like, on every niche that you could possibly think of from health care to pets to Randomness. I was selling it as an affiliate, and I was like, this is not enough to quit my job. I’m making, like, $10 for commission. Like, this is silly. Dating websites even. Like, I was, like, the head of my own dating websites with affiliates.

Mandy [00:04:39]:

Like, all the things I was trying, and I was like, I might have to look at my job with this. So In my sales job, I sold windows, Andersen windows, by the way. Oh. I was in home home improvement. Yeah. So

Seth [00:04:50]:

That’s that’s that’s a tough industry.

Mandy [00:04:53]:

Yeah. It especially because they’re the most expensive windows you could possibly buy.

Seth [00:04:57]:

This is

Mandy [00:04:57]:

in the Midwest in Kansas City. So it’s where I learned sales, really. And before that, I was at Sherwin Williams, as, you know, selling paint right out of college. So I was in the home improvement industry. So I naturally originally got those clients, But I started, talking to people about, like, what they’re doing from a marketing standpoint because I was doing it on the side, and they were, like, business owners, like roofers and contractors. They were like, Our SEO guy sucks. He’s ripping us off. Our website’s terrible.

Mandy [00:05:23]:

And I’m like, I bet I could do this for businesses. You know? Yeah. So I started talking to them. They started giving me Chance and I went on Google and I found, like, pee like chiropractors. So it was, like, a brand I was like, let me try chiropractors, like, on the 3rd

Seth [00:05:35]:

of Google. Right?

Mandy [00:05:36]:

Yeah. Why not? I got roofers. I got painters. Let’s try chiropractors. So I would go and I would email

Seth [00:05:41]:

them. Yeah. Okay.

Mandy [00:05:43]:

Exactly. And I’d be like, yo, doctor Smith, your website is on page 3 in Google. No one in hell is gonna see that ever. You need to get it to page 1. You don’t have to pay me anything. I’ll do it for free. And then once I get you in the top 5 results in Google, you pay me $500. And 1 guy, a young guy, had just started his practice.

Mandy [00:06:02]:

He’s like, sure, Like

Seth [00:06:03]:

Once he got to lose. Yeah.

Mandy [00:06:05]:

Yeah. He’s like, why not? So it worked, and I did it again. I did it again. And then I started working with these roofers, these contractors, and they were like, hey. I want you to make my website. And at this point, I’d already discovered how to use WordPress. So I was building, you know, building WordPress websites for people, ranking them in Google. And I was Like, shit.

Mandy [00:06:21]:

I got a local marketing business right here. Okay? Yeah. So that’s how it started. Then I got laid off, Which gave me an opportunity to go full time with it. Yeah. So and then I started hiring people, and then it’s evolved a lot. I mean, this was Technically, legally, my business started in 2010.

Seth [00:06:39]:

Oh, yeah. 2 years ago.

Mandy [00:06:40]:

But I was yeah. But I was doing, You know, online marketing since 2007. Right?

Seth [00:06:46]:

Yeah. The IRS doesn’t need to know everything.

Mandy [00:06:48]:

Exactly. They don’t need to know everything. Podcast or anything.

Seth [00:06:51]:

You know? We’re gonna take a quick break, hear from our sponsors, and get right back to the show.

Mandy [00:06:56]:

I wasn’t making enough money to where they would even bother messing

Seth [00:07:00]:

Same with me. Nah. It costs too much to send an auditor out to to loop

Mandy [00:07:03]:

your support. Exactly.

Seth [00:07:05]:

Worth it. Exactly. Uh-huh.

Mandy [00:07:06]:

So, yeah, that’s how it started. And then I hired my first, people, freelancers, and then full time employee via Fiverr, fiverr.com back in the day. I know your face is

Seth [00:07:15]:

$5. It was actually a

Mandy [00:07:16]:

fiverr. Back when it literally was, like, right when it launched, and it was, like, amazing because you can actually find, like, quality people really quickly there, you know, for $5, and that’s where my 1st freelancer and who ended up being my 1st full time employee, was from, was Fiverr.

Seth [00:07:32]:

Wow. That’s awesome.

Mandy [00:07:33]:

I know. Right?

Seth [00:07:34]:

And then you made your way into Luminex.

Mandy [00:07:40]:

Yeah. Well, there I mean, there’s a lot that happened before I launched

Seth [00:07:43]:

the there. I was listening to the show. So you’re pretty good.

Mandy [00:07:46]:

The short version. Yeah. I was doing I was doing online marketing of all kinds, including Yeah. I I ended up expanding globally, obviously, not just Kansas City clients. And then I discovered how to get clients on LinkedIn. This was, like, back in 2 2014, probably. Yeah. 2015.

Mandy [00:08:05]:

And I started telling people about it because I was, like, ranked number 1 in Google for white label online marketing for many, many, many years. And so agencies would find me and hire me to do their for their clients and stuff. And so they would also want me to coach them because there was a lot of newbie agencies that, like, found me from that word And or that keyword in Google. And so I would just, out of the kindness of my heart, tell them how to get clients. Yeah. And they would go and do it, and I was like, use LinkedIn. Like, it’s a gold mine. Like and, again, this was, like, Back in the day, like, almost 10 years ago.

Mandy [00:08:33]:

You know? Yeah.

Seth [00:08:33]:

Back when LinkedIn was really ugly. Yeah.

Mandy [00:08:35]:

Yeah. Back when LinkedIn was literally like a resume site, but there was still opportunity there. You know? And it it They it had just, like, it had just started becoming cooler. Right? Not as cool as it is now, but it wasn’t like the It was be starting to become a place where people hang out more, and I realized that. And I started landing lots of clients there, and so I would tell these agencies about it. And they were like, Mandy, whatever you did at work, I landed 15 appointments this week just from what you told me to do, and I was like, that’s amazing. Good job. Yeah.

Seth [00:09:04]:

So So

Mandy [00:09:04]:

they were like, oh, shit. Like, you work. I’m like, yeah. No shit. I do this. I told you. I’m glad you did it. And they’re like, you need to you need to share this.

Mandy [00:09:11]:

You need to have a course on this. And I’m like, okay. Why not? So that’s what I did. Yeah. So I created and then I fell into the course business for a few years, which was that’s a whole other story. Yeah. I could buy it. That could

Seth [00:09:24]:

be a dumpster fire. Right? And it’s over there.

Mandy [00:09:26]:

That that’s a whole other podcast episode. And then I pivoted again. So I was already kinda known as this LinkedIn girl. Right? And I had made a name for myself even with LinkedIn. Like, LinkedIn started, like, Having including me in, like, their influencer articles and stuff. And this was several years ago. Right? And so then I was like, COVID hit, And all my plastic surgery clients couldn’t pay me anymore because they were shut down. I was in health care.

Mandy [00:09:49]:

Had a lot of pain doctors, plastic surgeons. Right. And I was like, well, shit. Guess we need to go back to LinkedIn. You know? And we were already still kinda doing LinkedIn, but, you know, the agency world, it’s like Yeah.

Seth [00:09:58]:

But you you came on my radar. Client. You came on my radar during the COVID.

Mandy [00:10:03]:

Okay. We

Seth [00:10:03]:

were like, we talked for the 1st time last year. But I had kept I I you have been popping across my my LinkedIn screen for for about a year prior to that, and I’m like, Okay. Who is this person? Because she knows what she’s talking about.

Mandy [00:10:16]:

Who is this random

Seth [00:10:18]:

person? Confident, and she presents well. And I’m like, alright. Well, I I have to meet this person, and so let’s have a call.

Mandy [00:10:26]:

And then here we are.

Seth [00:10:27]:

And here we are.

Mandy [00:10:28]:

I love your inquiry. Yeah. That is when yeah. Here you are in in America. Here I am in in Greece on an island. So Because all that was happening and I lost, like, 80% of my clients, I was like, well, shit. We gotta stick we gotta go to our b to b. Like, we got b to b clients.

Mandy [00:10:46]:

We only have a couple. Like, we need to go all in on this Because our health care clients are they’re not practicing right now. Like, they’re shut down. You know? So that’s what made me, like, kind of pivot fully into Luminetics, which is what I created in 2021 just to separate Mod Girl, which is a digital social media agency from LinkedIn training. You know? They’re 2 separate entities. So That’s why I created it, and I went all in because I was like, there’s not enough people doing this. Businesses are clueless when it comes to LinkedIn. Mhmm.

Mandy [00:11:13]:

And we’re really, really good at it. We’ve We’ve done it time and time again for ourselves and our clients. So why are we not, like, making a whole other you know, making a focus on this and make a brand behind it And and going for it. So that’s kind of the story of how I got to, you know, be the LinkedIn trainer under new brands, in addition to the The marketer side too.

Seth [00:11:34]:

Marketer. You you have any

Mandy [00:11:35]:

Social seller, marketer.

Seth [00:11:37]:

You clearly have fun with it, which is what you can see.

Mandy [00:11:39]:

Yeah. I

Seth [00:11:40]:

love it. You’re enjoying yourself, and that comes across in your videos. It comes across when you talk to you that you it’s fun. And it’s not a it’s not just it’s a job, but it’s a fun job kind of thing.

Mandy [00:11:51]:

Yeah. Well, that’s the thing is I didn’t the reason I got out of the course world is it wasn’t fun for me. Like Mhmm. I’m too old at this point to be doing shit I don’t like to do. You know? Like, I’ve been, yeah, I’ve been an entrepreneur for 15 years now. And so I’m like,

Seth [00:12:04]:

oh, I crazy to think about that? Yeah. It’s it’s crazy.

Mandy [00:12:06]:

I guess not I guess it’s technically 13 years, but I’ve been an online marketer for 15. Yeah. I’ve been an entrepreneur for 13 years. Right? So it’s like, at this stage in my career, I’m not in my early twenties. Like, I’m gonna do what makes me happy, period.

Seth [00:12:19]:

I’m sorry.

Mandy [00:12:19]:

You know? And I yeah. And I like this stuff. And I’m like, I didn’t like having to go do webinars. And, Like, the course world is totally different than it was, you know, 4 years ago. So it’s you know, I’m slowly getting back into a different model of of what I was doing, but it was stressing me out. Yeah. Yeah. Exactly.

Mandy [00:12:33]:

And I was like, I like this. I like working with companies. I like working with executives. I like working with

Seth [00:12:38]:

people. Every day.

Mandy [00:12:39]:

It’s different every day. Like, my the industry’s like, even it’s So it’s tech. It’s like everything is so like, I’m learning all the time. You know? So it’s like my brain is constantly learning, which is I have to have that because I’m The type that doesn’t like, I my brain doesn’t stop. Right? So that’s why I’m an entrepreneur because I get bored. Yes. Yes. Yes.

Mandy [00:12:58]:

You know. You know.

Seth [00:13:00]:

So what is the best part about being an entrepreneur? I mean, we know why we know why sales sucked. Most of us none of that.

Mandy [00:13:08]:

Yeah. For sure. The best part is, like, literally where you’re talking to me from right now is the best part of being an entrepreneur. It’s freedom. That is the best part. Really. You know? Like, it’s 8 yeah. It’s 8:51 PM.

Mandy [00:13:20]:

I get to make my own schedule. I went on a little adventure today. I Florida, I hiked. I went to the grocery store. I didn’t start working till, like, 5.

Seth [00:13:28]:

An adventure in a different country where it’s not even the same my well, it’s not even the same alphabet.

Mandy [00:13:34]:

Exactly. No clue what I’m getting half the time, but I’m like, oh, this looks good. We’ll go with that.

Seth [00:13:39]:

And it looks good.

Mandy [00:13:40]:

Yeah. For real. At least they have the the Google, like, when I need it, but, or you can just ask people. I’m like, this doesn’t look like sparkling water, but it’s in a glass thing. It’s not sparkling water. It’s like, no. Still sparkling their point. I was like, okay.

Mandy [00:13:54]:

Thanks. That’s what I needed to know. Thanks.

Seth [00:13:56]:

Or vodka.

Mandy [00:13:58]:

Vodka. Exactly.

Seth [00:13:59]:

You come home before you Take

Mandy [00:14:00]:

out class.

Seth [00:14:00]:

Try to get real fast. I’m like, woah.

Mandy [00:14:04]:

Yes. That’s pretty wild. Oh, man. So, yeah, that’s my answer. Honestly, the best Part is hands down the freedom to do whatever the hell you wanna do, when you wanna do it, work with whoever you wanna do, deal with, not work with whoever you wanna deal with, hire the exact people you hire, fire the people that aren’t working out instantly. Like, none of the corporate bullshit that you have to deal with with politics. Like, you don’t have to deal with any of it. You know, it’s great.

Seth [00:14:28]:

But then on the flip side, what keeps you up at night besides, like, crazy,

Mandy [00:14:31]:

crazy weddings? What keeps me up at night is the same. Like, the flip side of being an entrepreneur is, like, there is it’s always something. You’re never done working. You’re never ever done. Right? And as a, you know, high energy, like, ADD, like, always wanna do Wait.

Seth [00:14:49]:

You’re high energy? No. It wasn’t a gift after this.

Mandy [00:14:51]:

Couldn’t tell at all. Exactly. Exactly. So, like, my brain is like, I gotta do this. I gotta and and I even, like, just focus things. It’s like it’s never done. You know? And and then it’s just Prioritizing. That’s that’s the big challenge too with entrepreneurship, I think.

Mandy [00:15:05]:

It’s like, okay. You have all these irons in the fire here, and you have all these opportunities, but you also are just one person. You might have a team. I do have a team. That’s great. But there’s only 1 of there’s only 1 Mandy. You know? Yeah. And I’m the one driving.

Mandy [00:15:18]:

Mandy. Yeah. I’m the visionary. Thank god. 2 might Me a bit much.

Seth [00:15:22]:

I have too. My son is just like me, and the world does not need 2 of me.

Mandy [00:15:27]:

That’s amazing. I wanna meet him. Sounds Oh,

Seth [00:15:30]:

He’s a riot.

Mandy [00:15:31]:

When I come visit, for sure.

Seth [00:15:33]:

Come in and get cheese steaks, you’ll meet my kid.

Mandy [00:15:35]:

Yes. Yes. Yes. That’ll be epic. But, yeah, it’s just the prioritization and the stress that it Causes of, like, am I making the right decisions? Should I focus on this, the scalability factor? Mhmm. You know? It’s just always something to to worry about. I don’t know if you wanna use the word worry, but to deal with. Yeah.

Mandy [00:15:50]:

You know?

Seth [00:15:51]:

There’s always there’s always something that keeps you up at night. Yeah. Exactly.

Mandy [00:15:53]:

Yes. Always.

Seth [00:15:54]:

So alright. So being a traveler, A world traveler, where in the world is Manny McEwen? What is the most important thing to carry with you all the time besides the passport.

Mandy [00:16:06]:

Yeah. That’s a good antibacterial, Jill, for sure.

Seth [00:16:11]:

I haven’t

Mandy [00:16:11]:

heard that

Seth [00:16:11]:

one before, but that’s a good one. Yeah.

Mandy [00:16:13]:

Wipes and antibacterial 100% best answer. I’m very clean, though. I’m very, like, OCD with cleanliness. And so, like, it’s traveling for me too is like Yeah. Sometimes it stresses me out, especially because I have to take public transportation in Europe. I take I literally have taken planes, trains, and automobiles in this like, within the 1st week. Yeah. Within the 1st week I got to London, I literally was like, plane, Train, taxi within 24 hours.

Mandy [00:16:41]:

You know? So, like, I’m constantly dealing with public transportation. When in the states, I’m not. Unless I’m in, like, New York City, that’s different. But We don’t wanna drive in New York. Yeah. You definitely don’t wanna drive in New York. But anywhere else like, I was in California for 10 years. I’m from Kansas.

Mandy [00:16:57]:

Like, you don’t take Public transportation there. You know? Kansas. Yeah. I mean, SF, maybe. San Francisco, Bart, but I wasn’t in SF. I was in LA and then Sacramento. So for me, it’s like the the traveling is the the cleanliness germ thing is what Exactly. That’s my biggest tip.

Seth [00:17:15]:

Bring bring hands in, guys, or in Yeah. And wet naps everywhere.

Mandy [00:17:21]:

There’s a lot, though. Like, there’s a lot like, the You got to make sure all the adapters are right, and you have the right cords. And, you know, like, it’s like have your fraud

Seth [00:17:29]:

in Outlet by putting the wrong one in?

Mandy [00:17:31]:

Yeah. I I mean so I literally fried my hair wand in London because they’re, I don’t even know how to explain this. Like, their their power is a lot more than Yeah. Ours, and and I didn’t have the little thing that protected it, and it fried it. It so I had to go buy 1 in Athens, but it’s a European plugs. Now I have my own little curler for when I’m in Europe, I guess, because I can’t use it in the States unless I get another converter to convert from the European to the Oh,

Seth [00:17:59]:

it the the the the drama dilemma.

Mandy [00:18:03]:

The life of Dora. It’s never a dull boy. Head. Dora. For sure.

Seth [00:18:07]:

The Simpsons we cover The car is in Diego Andorra. Love it.

Mandy [00:18:10]:

Andorra. Yep.

Seth [00:18:11]:

So where can people find you online, Mandy?

Mandy [00:18:14]:

Yeah. LinkedIn, obviously, is the best of my handles.

Seth [00:18:17]:

Yeah.

Mandy [00:18:17]:

I know. Mandy, Mod Girl everywhere, but mod girl marketing.com is our company website, one of them, and you’ll be able to find Luminex from that as well. But, yeah, I’m active on on all the social channels, but LinkedIn is my jam. So

Seth [00:18:30]:

It’s your jam. Absolutely. This is just so much fun. I’m so glad we got to chat. I I know it’s it’s it’s it’s what is it? Like, 9 there now? Because it’s like

Mandy [00:18:40]:

It is. It’s 9.

Seth [00:18:42]:

Yeah. I looked at I Googled that before. I’m like, what’s the time you use some time to Crete? I didn’t know what time zone it was. I’m like, I I was like, to Crete. Bad time zone. What is that time zone?

Mandy [00:18:51]:

Crazy. Yeah. It’s crazy. It’s tip my girls most of my girls that work from here are in California, so it’s a 10 hour time difference. It’s wild.

Seth [00:18:58]:

What’s interesting, East Coast to Philippines is 12 hours. It’s a brilliant so, like, I have a I have a virtual assistant person I’m talking to, and they’re like, well, it’s great because 8 o’clock your time. It’s 8 o’clock our time. Just

Mandy [00:19:12]:

Yep. I know. I liked when I was in Hawaii, and I would talk to my Europe friends, and it was 12 hours. And it was really easy for me to remember what time they were at. You know? Yeah. Wake them

Seth [00:19:20]:

up in the middle of team.

Mandy [00:19:22]:

Yeah. Exactly. Right. Exactly.

Seth [00:19:24]:

That’s awesome. Well, this has been great, and we’ll see everyone next time. If you’re enjoying Entrepreneur’s Enigma, please view us in the podcast directory of your choice. Every review helps other podcast listeners find our show. If you’re looking for other podcasts in the marketing space, look no further than the Marketing Podcast Network at marketing podcasts .net. Goldstein hopes you have enjoyed this episode.