Podcast host: Yaakov Citron of Citron Films

In this episode of Solo2CEO, we will explore the journey of our guest from a solo graphic designer to the head of a successful creative team. Let’s welcome Malka Frankel, CEO of Better Co. This marketing and branding agency specializes in healthcare, currently servicing over 175 nursing homes, assisted living facilities, and hospitals.

Where were you at the beginning of your business journey?

I started like everyone else, as a graphic designer, taking in whatever jobs came my way. I worked for a large company in New Jersey for five years, handling everything from layout design to photography and printing. With this, I learned from various experts and understood how to run a business. When I moved to Baltimore, my boss encouraged me to go out on my own, and that marked the beginning of my journey.

What services does your company provide?

We’re branding experts, which means we handle everything that makes up a company’s identity, from brand strategy and messaging to visual identity like logos and promotional materials. We also handle marketing materials, including brochures, websites, posters, billboards, and digital marketing. Our specialty is healthcare, but we have the capability to serve other industries based on our availability.

What inspired you to specialize in healthcare?
I never had planned to specialize in healthcare, but clients started growing rapidly, and we realized we were doing something right. We analyzed our success and saw good results and returns on investments for our clients. That’s when we decided to focus on healthcare, although we still take on a limited amount of non-healthcare work.

What are some important and memorable moments in your career?
Becoming active on LinkedIn in August 2020 opened up many opportunities and significantly grew my business. Another pivotal moment was completing an executive MBA program with Goldman Sachs. It was an intense 14-week course that provided the knowledge and confidence to grow my business. The program pushed me to step out of my business and adopt a strategic role.
One of the highlights of my career was when we created a billboard campaign for a nursing home company in Wisconsin. I recruited elderly individuals from the community, which included flying them to different locations for the shoots. It was a unique experience, and the campaign featured Wisconsin’s specialties like the Packers, cheese, and Harley Davidson. The seniors had a blast, and the results were fantastic.

Why is branding so important, and what role does it play in your business?
Branding is everything that makes you who you are as a business. It’s what people say about your company when you’re not in the room. Your materials should reflect your brand so clearly that people recognize it without seeing the logo. Every company has something unique, and our job is to figure that out and position them as experts in their space. For instance, when someone is choosing a nursing home for their loved one, they need to feel assured about their decision.
When designing a logo, we think long-term, considering how it will look and stand the test of time. We aim to ensure that our clients remain relevant and modern. It’s about creating a lasting impression that helps them stand out. If you’re providing an important service, you can’t just be another player in the field. You have to find your unique strength and double down on that to avoid joining the race to the bottom where the cheapest option wins.

What advice would you give to aspiring entrepreneurs?
Seek out key mentors and learning opportunities. Surround yourself with a capable team and always be ready to learn and adapt. It’s also important to step back and look at the bigger picture to grow your business effectively.
Have a life plan as well as a business plan. Know why you’re working and make sure that stays a priority. Work hard, but give yourself grace. Don’t bite off more than you can chew and don’t say yes to everything.

What advice would you give to someone starting a business, especially with high-ticket engagements?
Understand that running a business involves hard work and dedication. It’s not always a bed of roses. There were times when I worked through nights to meet deadlines before hiring staff. Growing a business requires careful planning and constant learning. Engage with others in your industry and stay current. You have to strive to be the best in your field because when you’re known as an expert, clients will seek you out regardless of cost. Also, hire the best staff you can find, even if they are more talented than you. Focus on being a visionary and let your team handle the execution.

What are some of the biggest challenges you faced while scaling your business?
One of the biggest challenges was the shift from working with clients who already knew me to handling a high volume of new clients. Initially, I didn’t need a lawyer-drafted contract because there was a trust factor with existing clients. I preferred simplicity, but it was important that I protect the business. I immediately sought the services of a lawyer to restructure my contracts.
We had to tighten our backend processes by making sure that no work started without a signed contract and a deposit. In the past, my staff would start projects without these, leading to problems when payments didn’t come through.

How do you optimize productivity at your company?
We run a four-day workweek and get just as much done as those open five days a week. It’s about optimizing time and ensuring everyone is well-rested and healthy.

Can you talk about your success with LinkedIn and how you maintain strong engagement?
I’m always humbled by my LinkedIn audience and I appreciate their engagement. However, I limit my posting because it takes a lot of time to respond to comments, and my ultimate goal is to generate leads. There’s a lot of strategy behind what I post. My posts often have a bit of personality and subtly advertise my business’s value. It’s about connecting with people and showing them why they should choose us.

How do you balance engagement with potential clients and actual business growth?
While I enjoy engaging with my audience, my focus is always on business growth. Posting on LinkedIn is fun, and I enjoy the interaction, but I also need to prioritize leads and acquire clients. Every post is strategic to attract potential clients and showcase our expertise. I ensure that my LinkedIn presence contributes to our business goals by staying on brand and being thoughtful about what I share.

How do you manage to reach such a large audience?
I can’t say there’s a specific recipe, but I do get this question often. For me, it’s not surprising because garnering attention is what I do for my clients, and I apply the same strategies to myself.

What’s the importance of leaving comments on LinkedIn?
When I leave comments on posts, I always include four emojis. It’s a visual cue that grabs attention. People see my comments because the emojis stand out among others. This isn’t something I consciously think about; it’s just how my mind works as a designer.
Leaving comments is about creating relationships. I support others by commenting on their posts, which boosts engagement for both of us. I remember details about my audience, like their interests and struggles, and I make my comments personal and genuine. This effort builds stronger connections and higher engagement.
Building relationships with your audience is key. Engagement is a give and take. If you want people to interact with your content, you need to interact with theirs.

How do you balance personal and professional content on LinkedIn?
Even though I share personal moments, I always tie them back to a business lesson. It will do good to make personal posts relevant to your professional audience. Personal content, when tied to a business lesson, humanizes you and makes your posts more relatable.
Personal interactions create lasting impressions for your business. People want to get to know the person behind the profile. I focus on creating genuine relationships and knowing my audience’s needs and values. This personal touch not only boosts engagement but also helps in building trust with potential clients.

What are your top tips for engaging on LinkedIn?
Engage with your audience genuinely. Comment on posts, especially those without engagement. Send direct messages if you find a post particularly interesting. Build a community by supporting others and they will support you back. Supporting others by commenting and engaging with their content not only helps them but also increases your visibility. It’s a reciprocal relationship. The more you give, the more you get in return.
Be genuine and really care. Also, when writing content, leave space between paragraphs. Make your posts easy to scroll, with a strong hook and a closing question.

Let’s talk about liking your own posts.
I don’t like my own posts because it feels like clapping for yourself after a speech. It’s not very impactful. I’d rather not make a dishonorable engagement point by liking my own post.

What are some key lessons you’ve learned throughout your career?
Work hard. It takes a lot of hard work and sleepless nights, but the payoff is amazing. Don’t scale too fast; grow carefully and sustainably. Make sure your books are in order and get a good bookkeeper and accountant. Market yourself as an expert because competing on price is a race to the bottom. People are willing to pay for amazing work when they know they’re getting quality.

How do you recommend someone stay motivated during tough times?
View challenges as opportunities for learning and growth. Be positive and willing to adapt. Build a strong support network and seek guidance from mentors. Prioritize self-care and well-being. Taking care of your health optimizes productivity.

What are your future plans for Malka Designs and Co.?
Malka Designs is now BetterCo, focusing on better branding, strategy, and results for healthcare companies. Our new website, https://www.bettercomarketing.com/ was launched on July 1, 2024.

Is there anything you’d like to share with the audience?
I love working with clients in nursing homes, assisted living, and hospitals who have a passion for excellence. It’s a partnership, and I like to know my clients on a personal level. By us, excellence is critical.

You may contact me through my LinkedIn account: linkedin.com/in/malkafrankel and through my business website: https://www.bettercomarketing.com/