Recently, I crossed the line to 25,000 followers on LinkedIn.

Spoiler alert, it wasn’t because of hacks, viral posts (although sure I’ve had some here and there), or marketing wizardry.

It was about doing small simple things well. This is a big part of the reason I call this newsletter “Start Small, Brand Big.” Because if I can do it, you can too.

This week and next I’ll split up my top 25 lessons I learned getting there.

Here’s the first ten:

1. Be Patient

This is not a glitzy "I gained 25k in 3 months!" post. My climb was a combination of 10 years of providing value with, yes, some "viral" booms along the way.

Don't aim for "viral." Aim for value.

2. Stay a student

I teach personal branding and invest a lot in tools, classes, and content that help me craft my trade and my content writing skills.

Just when you think you've "figured it out," the algorithm or content trends will change. Stay curious and be willing to get it wrong.

3. THIS IS HUGE - Engagers are not the people who buy from you

Yes, some will, but in my experience, your "hype" people are not your customers.

It's often the silent watchers who jump into your DMs and say, "I've been watching you for a while; now I need help."

4. Niche, niche, niche

It's easier to become a master of one than a generalist. You'll gain a following faster and find more fulfillment in going deep on a topic.

5. Hop on new LinkedIn tools ASAP

LinkedIn constantly "beta tests" tools. I was invited to try one out when they introduced newsletters in 2018.

Because of my willingness to test and get it wrong, I have 50,000 LinkedIn newsletter subscribers.

6. Different content works for different people

Stop reading guides about which content performs best and taking it as gospel.

Many guides say video doesn't perform as well on this platform. But for me? It outperforms everything.

It matches my strategy of getting paid to speak (conference organizers want to see your personality).

7. Optimize Every Single Part of your LinkedIn Profile

You're probably not using all the profile widgets you can. Here's my shortlist of high-impact profile sections:

Banner Image - Design it and state your value proposition

Headline - Optimize for keywords and communicate your value proposition

Services Page - Have you "turned it on"? If not, you should.

 About Section - Is it a resume or a convincing sales page? It should be the second.

Featured Section - Do you have it? Are you showcasing your work? 

Creator Mode - Turn it on. Pick the top 5 hashtags associated with your expertise.

8. Add connections; don't wait for the following

Too many people "wait for followers."

Define your target demographic. Request to join their network. DON'T PITCH THEM AFTER. 

Just show up on their newsfeed and provide value.

9. Try "Cheat Sheets"

Distill your knowledge into one page "Cheat Sheets." I will do that with this series of posts after they are all published.

Easy way to powerpack value.

10. Use Tools and Plug In's.

I love the "Authored Up" widget. It allows me to check the readability of my posts.

The Recap

Ultimately, there is no such thing as an "overnight sensation." There is just consistent activity that reaches a critical tipping point. When you stick to the basics like the 10 things above, you'll be surprised how many doors open up for you.  

Looking for a community of high-income experts growing their personal brand online?

Join our Brand Inner Circle Community. For $250/month, you’ll get access to weekly 90-minute writing labs led by yours truly, monthly Q&A, networking, and content prompts galore.