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Every week I cover one topic to help people build profitable online businesses through their personal brand.

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In January 2022 I had 6,000 followers.

At the time I was a Sales Director working for a unicorn company (Remote) me and my team had built from zero.

We had grown the business from 0 to $30M ARR in 18 months.

My team of 90 people were located in 22 countries 🌎

We all worked remotely.

In June 2022 I quit my job.

And took a career break.

People around me thought I had lost my mind.

It was the first long break I’ve taken during my career.

The break gave my clarity and I realised:

I had lost my motivation to be employed and just continue building someone else’s dream.

I desperately needed a change.

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Brands are closing deals with Trucks, Pickleball, and Drones

After launching, AntiMetal sent real pizzas to CFOs across NYC - with QR codes to their landing page.

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They landed Brex, Mercury, and Ramp.

This is how the best brands win the top of the funnel:

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At the time I had posted on LinkedIn every single day since January 1st 2022.

This is how the growth developed over time:

I built a 6-figure business in less than a year.

As you can see, it’s not been explosive growth from day one.

Whoever tells you that crap is lying.

It compounds over time.

💧 It’s drip by drip growth.

Which is hard and why most people quit.

Consistency is a must.

Loads of iteration.

Constant improvement.

Understanding the platform and how it’s changing.

Spending lots of time commenting on other people’s content.

And showing up with new content and trying new formats.

Over the years, between all these posts I’ve wanted to quit a million times.

But I didn’t, because I had a system.

And I kept experimenting and learnt what brings in clients.

👉 you are the niche

When you want to start building an audience, most people will tell you:

“pick a niche - if you don’t you will not be able to convert anything to business…"

This is so old school.

Your personal brand should be a mix of your unique:

experience
voice
career
knowledge
skills
thoughts
interests
observations
failures
wins
learnings
opinions
obsessions
the way you write
the way you sound

I spent a ton of time analysing what the biggest creators did well and how they did it.

In 2022 I started following Dan Koe.

This guy doesn't need an intro.

Dan speaks about this topic a lot.

And finally it clicked for me.

This is the difference between people who build massive audiences but can’t monetise it.

People who build audiences and only post the latest news in tech and struggle with monetisation.

People who build audiences and only post inspiring/relatable content eg. quotes. and struggle with monetisation.

People who build niched audiences and still can’t sell.

When you read the above, you probably pictured a few creators who do this daily on social media.

The “glue” in their content is missing.

The personal element is missing.

They speak about their niche all day, every day, and eventually it becomes boring to follow them.

And for them it's risky.

When the market is shifting, what will they do?

They need to start all over.

You don't need to fit into a box.

We are all so much more than one topic.

Do this instead:

🔥 1 - Decide what you want to be known for

This should be a mix of your interests, knowledge, experience, your business offering, and your skills.

For me it is:

• go to market

• building profitable online businesses

• founder-led growth

• revenue growth

• future of work

• personal branding

• entrepreneurship

That means I also write and share content on mindset and lifestyle.

Does it mean I’m selling to everyone?

No.

Isn’t this a niche?

No.

It’s a unique mix.

This is the essence of a personal brand.

I post educational, inspiring and entertaining content.

I have clarity on my LinkedIn profile.

It easily explains: who I am, what I do and how to work with me.

People are not one topic.

You’re not one topic.

And your client is not either.

🔥 2 - Write for one person - write for everyone

Everyone should be able to understand your posts.

Some will learn from them.

Some will relate to them.

And some will engage with them.

Top of the funnel content should be wide.

Your aim is eyeballs.

You want to help people to find you.

And it also supports how the algorithm works.

You need REACH to build audience and convert traffic to revenue.

🔥 3 - Write about your topics with your unique voice

Write like you speak.

Share personal stories.

Share other people’s stories.

Share your values.

Share content that makes you relatable.

Make your content about THEM.

 🔥 4 - Create a clear offer

Add it on:

• your profile

• in the comments of your posts

• on your website

• in your newsletter

↓

5 key things that mattered the most for me:

1 - I’ve kept my eyes on my ball and ignored the noise.

2 - I’m experimenting and trying new formats and features all the time.

3 - When people slow down or take breaks in posting, I’ve kept going.

4 - When the algorithm is changing I’ve doubled down on commenting on the platform (most people quit and spend way too little time on commenting on other people’s content).

5 - This would never have been possible without a funnel for LinkedIn.

Meaning:

I post every day.

I have a LinkedIn weekly newsletter, this beehiiv newsletter, lead magnets (free and paid) and a clear value ladder.

And I cross-reference to build momentum and a flywheel that spins faster and faster. I.e: not just posting content every day.

It’s part of an ecosystem and it starts from my personal brand.

The career break eventually changed my life.

Since I left my 9 to 5 in June 2022 it’s enabled me to build multiple 6-figures ($).

Last year we doubled our revenue.

From these years of building my personal brand on social media I’ve realised

↓

A lot of people struggle to monetize their audience.

This has never been the case for me.

People expect too much too soon.

So they start asking people to buy and subscribe before they’ve built trust.

If you need help to monetize your audience, reach out to me. I can help.

Reply to this email to find out more.

Talk soon,
Hanna

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If you're serious about building your personal brand & audience, and owning your audience → this is a great chance to get started.