Building Beyond LinkedIn

If you’re building your brand on LinkedIn and you want to add another channel to the mix, you should choose it carefully.

Because every channel you add brings a new layer of complexity to your content creation system, and it’s not always a good thing.

So how do you know which channel to pick?

In today’s newsletter, I’m going to show you a strategic approach to multi-channel marketing that will keep you off the content hamster wheel.

Not only that, but it will help you accelerate your progress without burning out in the process and giving up before you gain traction.

Why The Common Approach Is Flawed

After building a small audience on LinkedIn, a lot of creators will choose X/Twitter as their next platform.

It makes sense. After all, it’s easy to turn LinkedIn content into X content, and the opposite is true as well. You create once and distribute twice.

It sounds smart until you factor in growth and function. Content is just one part of the game, you also need traffic and engagement.

If you’re currently spending 2 hours a day on LinkedIn engaging, networking, and building relationships so you can get more eyeballs on your content, do you have the time to replicate this effort on X?

For most people, the answer is a big fat NO!

So, unless you have the time or resources to invest in paid growth alternatives, you should rule this one out.

LinkedIn and X serve the same function. They’re both top-of-the-funnel social media platforms where you have to hustle hard to get attention. 

And they’re both prone to changes in the algorithm. Just like every other social media platform, you’re building on rented land.

Adding platforms like X, Threads, or Instagram means you’re going wider, not deeper. It’s not an efficient approach, especially for solopreneurs.

How to Choose Your Next Channel

There are 3 powerful channels that will help you build a deeper relationship with your audience and cover all stages of the marketing funnel.

1. Email Newsletter

Email marketing is an absolute must for every creator, solopreneur, and business owner. It’s simply non-negotiable.

Capturing emails is the key to owning your relationship with your audience. It’s how you gain direct access to them.

According to Mailercloud, for every $1 invested, email marketing brings a return of an average of $36 to $42.

But of course, it’s not that simple. You don’t just build a list and start collecting money overnight. You need to nurture your audience and build trust first.

The best way to do this is by starting a weekly Newsletter.

Unlike the traditional direct-response marketing tactics where gurus spam your brains off with emails to buy their stuff, a newsletter is a value-first approach that will help you build trust, credibility, and authority.

2. YouTube Channel

Video content is the best way to build relationships at scale. It's the closest you can get to having a real-life conversation with your audience.

Video has the ability to evoke more emotions than text or images alone. And emotions play a big role in every human interaction.

According to the Digital 2024 Global Overview Report, YouTube has 2.49 billion monthly active users. People are spending more time watching YouTube videos in 2024, with an average of 48.7 minutes a day per user.

While it takes time and effort, being on YouTube has a massive discoverability upside. If you gain traction on YouTube, you’ll drive much more traffic to your newsletter, LinkedIn profile, and product pages.

And the best thing? You don’t have to spend 2hrs every day engaging in the comments to get more attention as you do on LinkedIn or X.

3. Podcast

Audio is the most convenient form of content to consume. And a great way to build a relationship with your audience.

Starting a podcast is an underrated networking tool.

You know how everyone tells you to network with other creators and “add value”? Having a podcast is a great way to do that.

It will give you the perfect excuse to reach out to bigger creators in your niche, inviting them to be a guest, and gaining access to their audiences.

The more your podcast grows, the easier it becomes to get bigger names on. And the bigger the names you get on, the more your podcast grows.

If done right, a podcast can accelerate your audience growth. 

It can also fuel your content production efforts and open doors to new distribution opportunities through content repurposing.

Unlike YouTube, podcasts have a discoverability problem. So if you’re going to start one, it might as well be a video podcast. This way you can upload your episodes to Youtube and hit two birds with one stone.

You could build your business from $0 to $1M using just LinkedIn, your newsletter, and a great offer.

Yet, so many creators spread themselves too thin by trying to be everywhere at once and with little or nothing to show for it.

But if done right, multichannel marketing could help accelerate your growth.

And to do it right, build one channel at a time and build it well.

Go deeper first, then go wider as you scale.

Until next time, keep creating!

Omara

Quick Picks

1. I walked 30,000 steps this week while listening to this audiobook. The concepts aren’t new or earth-shattering, but it’s a practical method to accomplish more in less time.

2. This is the one article that every creator should read. I like to re-read it every now and then to keep things in perspective.

3. If you can get past the cheesy editing, this video has some good tips on communicating the value of your offer.

P.S. I’m offering a FREE 1:1 coaching session for creators that want to grow and monetise their personal brand. If that’s you, reply to this email and let me know. Only 3 spots available, reply now and save your spot.