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The power of owning your own distribution channel

I remember when I started to post content on LinkedIn.

It was February 2021 and I was working at the company Remote.

I was building the sales team in EMEA.

At the time we had zero people applying for our sales jobs.

It’s hard to believe now but back then no one knew about us.

And I desperately needed people asap.

So I turned to LinkedIn.

The platform that I have used my whole career to do outbound when working at different startups and bringing new products to the global market.

I have also spent 4 years working there.

When I started to post content in 2021 I wanted to show people what they could expect if they joined my team.

What we were building.

The mission we were on.

How they would contribute to the important foundation of Remote.

How they could become a part of a rocket ship and excel in their career.

And what they could expect from me as their leader.

That I’m not some crazy sales leader (who most of us have experience working for)

So I did.

And it went really, really well.

People found true meaning in becoming a part of making the world a better place by giving access to economic opportunity in locations that were not possible before.

And it enabled them to work remotely.

So I managed to attract top talent and get them onboard.

Still to this day I’m amazed with the talent and team we built and became.

And then I started getting inbound leads too.

In January 2022, I had 6,000 followers.

I started to see that the platform was changing.

It was no longer just a professional network.

It was growing into so much more.

So I committed to posting content on LinkedIn every single day.

By June 2022 I had around 12,000 followers.

By then I had decided to leave Remote.

And in August 2022, my follower count and traffic really started to take off.

Today, 18 months later, I have over 68,900 people following me from all around the world.

With more than 48 million impressions since I got started 18 months ago.

My content today feeds my company with 5-22 inbound leads per day.

This is organic growth.

If I would have bought this traffic it would have cost me $1.5 million.

It has opened doors and opportunities for me that I could never have imagined.

Why am I telling you this?

Building your own distribution channel is not something new.

We’ve seen this from the big entrepreneurs:

Richard Branson has 18,742,764 followers

Virgin has 273,127 followers

Bill Gates has 34,792,433 followers

Microsoft has 20,493,232 followers

Gary Vaynerchuk has 5,266,588 followers

VaynerX has 67,029 followers

Steven Bartlett has 1,300,104 followers

The Social Chain has 30,519 followers

Sara Blakely has 2,042,430 followers

Spanx has 93,621 followers

The only difference is: NOW it’s happening at scale.

Anyone with access to the internet can leverage this.

Attention and audience is the new oil.

If you’re a business owner and you’re thinking of building an audience, start today.

Build your own distribution channel.

Watch how it will fuel your company with growth.

Don’t wait any longer.

Start building 🏗️

6 steps to get started

1. Decide what you want to be known for and what your goal is with building an audience.

2. Understand your ideal customer profile (ICP) and who you are writing for.

3. Understand their pain, need and desire.

4. People on LinkedIn want to be educated, inspired and entertained. Do a mix of those. No one wants to follow someone who only talks product or buy-from-me type of content.

5. Turn your LinkedIn profile into a landing page. Check here how to.

6. Make sure to curate the “Featured section” on your profile. This is where your content converts. You can view mine here.

7. If you need help with storytelling, find a kick-ass copywriter who can nail it for you or teach you.

Need my help? Look at the bottom of this edition.

That’s it for this week.

See you next Friday 👋

Cheers,

Hanna

👋 Work with Hanna

Whenever you're ready there's 4 ways I can help you:

1. I help startups build revenue growth, audience and high performing teams. If you want to work with me, reach out here or send me a DM.

2. Work with me 1:1 and build your audience on LinkedIn. You will learn the exact strategy I used to build 68,500+ followers and 48 million+ impressions and how you can do the same and monetize your traffic. Learn more here.

3. Join 34,600 and subscribe to “The Future of Work Newsletter” on LinkedIn here.

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