I reached a major milestone: 20k followers on LinkedIn.

It all started back in July of 2022. I had just joined Twitter. But something unexpected happened.

The marketing community started saying: “The organic reach on LinkedIn is crazy!” Tons of creators flooded LinkedIn. Several of the people I knew that made the transition at the time quickly grew to over 10k followers. They were pros.

So, I threw my hat in the ring and started creating content. My Lord it was awful! It’s glorious to look at now because it shows how much I’ve improved as a writer.

I expected to grow quickly and go viral lol. The reality is, if you’re trying to grow quickly online (organically), give yourself at least 4-6 months to get traction. By then, you start to work out all the kinks and get your bearings straight.

Things really started to take off in 2023 for me.

Since my LinkedIn debut, I’ve:

• worked with 20+ ghostwriting clients on LinkedIn and X

• coached and consulted 15+ CEOs, executives, and founders on how to build their personal brand online

• met amazing people all over the world

And here’s the main reason you should build an audience online: leverage.

I know that’s an overused word in the creator economy, but it’s spot on. At this point, I can do anything:

• publish books

• create resources

• develop new courses

Not to mention coaching, consulting, and retainer services.

And it’s not as much of an uphill battle, because I already have a (combined) audience of over 25,000 people.

So, what lessons have I learned along the way that I can pass on to you? Here are 7 lessons I learned from building an online audience.

1. Come up with a battle plan. At the very least, determine the problem you solve, your solution, and your ideal client. You’d be surprised how many people don’t have these basic components of their offer.

2. Determine how you want to be seen. People tend to just throw together a personal brand because they want to get started. Take some time and study people in your niche. How are you going to get people to like, know, and trust you?

3. Study copywriting. I know this sounds generic and simple (don’t be upset!), but you need to get the fundamentals of copywriting to win on social. It will make your life easier. I was trying to learn as I went and it was 10x harder than gaining the knowledge through a few books or a course ahead of time.

4. Decide to start on 1 platform. Grow organically to 10k followers, then pivot to another platform. But be intentional about it! Right now I’m focused on X while experimenting with Meta in the background.

5. Don’t neglect the middle of your funnel. Most people are so busy creating content on a platform and sending DMs to grab clients…great! But they neglect a newsletter, a podcast, or an email list that will introduce people to your best content. If you don’t do it from the start, you’ll regret it later.

6. Don’t focus on your follower count. Focus on giving the best possible value to your target audience. When you’re on calls with clients, write down problems that stand out to you. Use these problems to create content and free resources.

7. Don’t get caught up in the rate race. You’re on your own journey and path. Just tell yourself now that this is a 5 year project. Others may explode on the platform, have more likes, and more followers. Focus on the quality of your content, the impact of your systems, and the revenue you generate.

Building an audience online is worth it. You open yourself up to a world of opportunities.

After 2 years in the game, I can honestly say it’s been an amazing journey.

Tips From The Master: William Randolph Hearst

Speaking of building audiences…let’s learn from a master at the turn of the 20th century.

William Randolph Hearst was a pioneering media mogul who transformed the landscape of American journalism. Starting with the San Francisco Examiner in 1887, he revolutionized the newspaper industry with his focus on sensationalism, human-interest stories, and investigative journalism. Hearst's acquisition of the New York Journal in 1895 led to a fierce circulation war with Joseph Pulitzer's New York World, further propelling his influence.

By the 1920s, Hearst had built a vast media empire, encompassing 28 major newspapers, 18 magazines, radio stations, and film companies. His bold headlines, dramatic stories, and eye-catching illustrations captivated millions, establishing him as a dominant force in media. Hearst's innovative approach to cross-promotion and his use of sensationalism, known as "yellow journalism," set the standard for engaging content.

Despite his controversial methods, Hearst's ability to shape public opinion and political outcomes showcased his significant influence. His legacy lives on, as his strategies continue to inform modern media practices.

Hearst's Writing Style and Building Audiences Today

• Sensationalism captures attention through dramatic, emotionally charged stories.

• Human-interest stories connect with readers by sharing relatable, inspiring experiences.

• Investigative journalism provides unique, well-documented insights that stand out.

• Bold headlines grab attention quickly with concise and powerful language.

• Cross-promotion maximizes reach by sharing content across multiple platforms.

• Visual appeal enhances engagement with striking visuals and multimedia elements.

• Audience engagement builds loyalty by prioritizing audience interests and feedback.

Stop trying to go viral.

Approach your social media channels like a media mogul.

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