The Marketing Anatomy

Founder

The Fourth Square

Creating LinkedIn and Twitter content for founders, entrepreneurs, and individuals to grow their social media.

Social Media Strategist/Manager

slice

Copywriter and Branding Strategist

Pepper

Written multiple financial documents, articles, blogs, news, etc. for reputed companies and brands keeping in mind the various financial regulations and global activities.
• Investigated, created and posted highly articulated finance subject matter posts and articles for Fortune 500 clients.
• Handled and delivered lengthy articles and blogs in short deadlines
• In-depth understanding of the financial services industry, investment strategies and compliance practices.

Finance Associate and Writer

Goldman Sachs

Summer Intern

Grimfin Inc.

•	Prepared financial forms, invoices, receipts, revenue and expense reports, business presentations, and reports for customers
•	Performed review of accounts, sales contract, and payment applications
•	Maintained accounts payables and account receivables ledgers, Financial Models, DCF Analysis
•	Conducted business studies on past, future, and comparative performance and developed forecast models
•	Identified trends, advised the company and recommended actions to a senior financial analyst based on sound analysis and deep market research
•	Tracked and determined financial status by analyzing actual results in comparison with the forecasts
•	Reconciled transactions by comparing and correcting data

Financial Analyst

I help busy founders 10x their company revenue through personal branding | Personal Branding Strategist | Ghostwriter.

Hi, I am Shweta Kukreja, a Social Media Strategist and a content writer. 

I help busy founders, companies, and individuals leverage their personal brands on Twitter and LinkedIn organically. The primary focus is to generate more leads for their business. 

Personal branding is the new way to get more leads, and expand and grow your business. If you are someone who is looking to get more leads for your brand using social media platforms, send a DM. 

For Organic LinkedIn/Twitter Growth, reach out to me at shwetakukreja36@gmail.com or DM. 

Follow me on Twitter for a daily dose of inspiration: https://twitter.com/ShwetaKukreja_

I grew my company to 10+ team members in 1 year. And now I am looking for more.
(I’m hiring)

When I started my company, there were 3 people.

We were handling all the clients.

BUT,

It was over-exhausting. I was burnt out.

And that’s when my team grew.


Now, I am looking for 3 Content Writers and 2 Social Media Managers to join my team (Full-time positions). 

- Must have knowledge of what works on LinkedIn, Twitter and Instagram
- Already have created good and formatted content for others
- Is good with end-to-end management of the profiles
- Should be resourceful & know where to find topics 
- Know about the social media algorithm
- Is active on LinkedIn or Twitter
- Have 1+ year of experience

You will be taking care of 1-2 clients at max.

If you are interested, email me your proof of work and stipend expectations at shwetakukreja36@gmail.com. 

(Don’t send your Resume and do mention your expectations)

This will help me select better and will save you time in back and forth. 

Only share proof of work if you are experienced in this.

#hiring #personalbranding

Shweta Kukreja

The bravest thing I’ve ever done is leaving my stable 9 to 5 job and starting freelancing.


Most of the days, things didn’t go as planned.

And I wondered if it was the right decision or not.

But when I received double the amount of payment in my bank account that I used to get in my 9 to 5, I thought it was not that bad after all.

But later I started measuring my life with the happiness quotient and money.

Money is definitely a good part of the freelancing business but the luxury to spend time as you please is definitely something I would never trade for.

Freelancing has taught me so many things and the biggest being “how to get things done”, no matter whatever it is.

I was my own graphic designer, marketer, influencer, writer, editor, accountant, and manager.

It was crazy.

I am not saying it was too hard. Even though it was.

I am just saying it was worth it at the end.

Not many people say they like what they do but I can. Even on days when I lose clients or don’t make as much as I did last month – I feel satisfied and content.

So if you are double guessing whether or not you should quit your job, and start freelancing or entrepreneurship, I’ll say take a calculative risk.

It will be risky but it will be rational.

If you feel you should do it, just do it. Don’t second guess.

Because one day you will look back and you’ll see how far you’ve come.

And you will be one step closer to your goals.


What was the bravest thing you have done? Share your story. I would love to read it.

How I grew my LinkedIn to 120K followers in real-time:

(Sharing 5 game-changing rules)

1.    Catchy hook
No LinkedIn post works without a catchy, emotional, or relatable hook.
The first line is what grabs the attention and makes readers read the rest.

❌ “As I was walking through the streets of London, I realized these things about money”
✅ “I went to London last week and here are a few things I realized that can save you $$$”.

2.    Use simple words
Simplicity and relatability work the best.
So don’t use complex words, keep it as simple as possible.

❌  “I didn’t anticipate this would happen when I started LinkedIn”
✅ 7 things you are not focusing on LinkedIn that can make you lose out on $2000.”

3.    Community
Yes, engagement is important but not for the sake of it.

I don’t engage much, but I do engage intentionally. I only reply or DM to the people who either engage with my posts or have some relevant things to say.

After 100s of posts, you should by now know how to cold DM. So don’t send “I am interested”, or “Any job opening”, to me or to anyone.

Instead, write why you want to work, and in which area you’re looking for a job.

BTW, I AM HIRING (refer to my post from yesterday).

4.    Write as you speak
A lot of people would disagree with it but it actually works.
It helps you get connected to your audience much faster.
Just be yourself.

Authenticity >> Fake persona

5.    Punchy CTA

Add a CTA that is relatable and makes people feel good about the post.
A small TLDR that refocuses your entire post on the main reason.

On LinkedIn, it’s all about keeping it real.

Ask anything about LinkedIn in the comments and I'll answer. 

#personalbranding #marketing #socialmedia 


If you are not making $1000 every month along with your full-time job, this post is for you:


One of the best ways to earn an extra income is freelancing.

And to start that, you have to find the “Skill”.

Ask yourself:

-      What are you good at?
-      What’s something that you can do even when you’re tired?
-      What’s something that excited you?

This might give you 2-3 things that you can work at.

Now that you have your “skill”, find clients.

There are so many platforms like:
-      LinkedIn
-      Feedcoyote
-      Twitter
-      Upwork
-      Freelancer.com

If you ask me, I say start with Feedcoyote and LinkedIn. They are really helpful.

Now that you have found your clients, start building your proof of work.

-      Ask clients for feedback
-      Ask clients for testimonials
-      Work with more clients
-      Work for less money initially to build a portfolio

Once you have proof of work, you can quote higher and earn $1000 easily.

When I started on Feedcoyote | Techstars'23, I made $2000. and have made $10K+ in 3 months extra. 

Here’s the link if you wanna try:
https://onelink.to/qk5kkq

Let me know your first $100 story in the comments.

You are doing your LinkedIn WRONG. And this is why your engagement sucks. 👇


People focus too much on content.

Yes, it’s important. But so is the platform.

“Create valuable content?”. Yes, but it might mean different on different platforms.


What works on LinkedIn?
More actionable, personal and resourceful content.

What works on Twitter?
More fun, crisp and guides content.

What works on YouTube?
More in-depth, personal and real content.

What works on Newsletters?
More detailed, min-guide, and personal content.


Basically, you have to understand the platform to know what kind of content works where.

The key is to adapt.

Here’s the type of content you can create on the LinkedIn platform in particular:

↳ Carousels – to explain the processes and resources.
↳ Posts with visuals – to attract eyeballs but also to make it more real and personal.
↳ Quotes – to crisply explain the post in 1-2 sentences and add a long caption.
↳ Videos – to visually explain a topic or advice.
 
Understand the platform and content will automatically perform.
 
 
Which platform do you like the most?

For me, it’s Twitter and LinkedIn.

#socialmedia #newsletter


I run a 6-figure USD marketing agency without a marketing degree. 


I started my company in October 2022 but have been working as a freelancer for 3 years already.

While I was working with 4–5 clients at the time, I realized I needed to expand this so I could earn and learn more.

And as I got more clients, I started hiring more people.

And that's what made me switch to an agency model. 

So, here are the 5 steps to build a marketing agency from scratch (I have used exactly that):

1. Understand your niche

Find what people you want to cater to and what services will you be providing. Become super niche in it.

❌ I help people with marketing
✅ I help CXOs build their personal brand and 10x their revenue.

Exclusivity sells more. So tell people why you are different and what makes you stand out from the crowd.

2. Find your first client
No, you don’t need a website yet. Let’s get to clients first.
You can find clients in two ways — Outbound and Inbound.

For inbound, focus on social presence, email marketing, SEO, and blog posts.
For outbound, do Cold email, paid advertising, and direct mail.

The magic lies in being consistently doing outbound and staying relevant on social media for inbound.

3. Build an agency with JOB

Don’t just leave your 9 to 5 to focus on the agency. Do it as a side business first.
This way you can figure out whether this is something you can do for a longer period of time.

I didn't leave my corporate job until I was sure I wanted to do this. I left when I was earning more than that. It’s simple math.

4. Identify the best clients

You don’t have to work with all the leads you are getting.
Find the ones that are worth your time and are paying you well.

Add good clients into your portfolio to attract more good clients.

I have fired so many clients this year because they didn't align with my interests and it’s okay to do so.
Some clients fired me too.
You should know that this is part of the process.

5. Build a website

Now is the time to build a good website and add all your services or products so that it becomes more accessible for people to reach out to you either for work or to get hired.

Don’t come at me why I don’t have a website yet. I am working on it. Lol
I am just so focused on Step 4 now.


I hope this helps you if you are thinking of starting an agency.

Let me know if you have more questions.

#marketing #personalbranding #socialmedia 


Posting on LinkedIn consistently won’t get you high-ticket clients.

If you want to land clients who can pay you $1000-$2000 every month, here are some easy hacks:


1.    Do personal comments.
If you are targeting some people, comment on their posts with some personality and humor.

This will develop a persona about you that can help you get connected with people faster.

Adding a funny comment catches more attention.

2.    Analyse your Inbound connections
Find out what kind of inbound connections you are getting from your content every day.

Every day I received 200-300 new connection requests.  

And some of them could be my ideal clients.

So go through it and find the ideal clients who you think might be interested and DM them.

3.    Use the Star button in the DMs
Whenever you DM a client, use the Star button so you can remember your leads and follow up with them every 2-3 days.

This will help you streamline your leads faster.

4.    Engage every day
Once you filter out the people you want to work with, make a list.

Now, engage with those people every day.

This will help you build a memory recall.

5.    Start a conversation, don’t pitch.

Don’t just cold DM your potential clients with your pitch.

Instead, start a conversation and then pitch them.

This will help you make a personal connection first and get started on a right foot.


I hope this helps.

Btw if you are new, I share everything about personal branding and LinkedIn. So follow @Shweta Kukreja if you want to learn about it.

#personalbranding 

I moved to Hyderabad 1 year ago in April and it wasn’t what I expected AT ALL.

(Some days back I shared how Hyderabad was beautiful and my experiences too. It was but there’s always a split side to every story. So this one is IT).


What was supposed to be a 1 week trip, turned into a 1 year stay.

It wasn’t planned but it was not all good too. So much uncertainty, crying, and overwhelming were involved. 

It definitely wasn’t my best year. But I learned a lot.

Be it life, personal relationships, friendships, or work – trust me I have learned it all.

I believe if something isn’t the best, you learn and come out more aware.

If I could see it all in 1 year and feel all sorts of emotions – then 2023 was it.

This was the reason I didn’t even post on LinkedIn as well because I didn't get the time to create any posts. So I used all my backups and literally posted it – and you all showered so much love.

While a few things and visuals still echo in my mind, I know I will never be the same person I was 1 year back because I’ve evolved – in good and bad ways. 

I do want to share some things that can help you tackle situations better: 

1.    If you are a content creator, always have backup content. You never which emergency you face, so make sure you have the stuff to post on social media – if it affects your business of course. If it doesn’t, focus on your personal life.

2. It's okay to feel sad and have no direction. You are not a robot and you can't have everything planned out. It's okay to take your time (as much as you need) and process things slowly.

3.    There is never a situation that never has a solution. Problems are ALWAYS temporary. So don’t worry too much and handle everything with calm because it's temporary.

4.    When you feel nothing is working out, it always works out. It just takes time.

5.    Unexpected things will always happen. You just have to have an open mind, sink it all in, and then tackle problems. If you always crib about things, you are going nowhere. Instead, you are taking yourself backward.

6.    You can either do it or give up. And in life, sometimes you don’t even have that option. So you just live by. You need to accept those days and remind yourself that you will come back stronger because there are real people out there with REAL problems.

7.    Always have some people around you that energize your soul with positive energy. And in those hard moments, you will know which ones are real because they will stick, not ghost/block you after a month.

8.    There’s nothing greater treasure than your family in this world. They are everything. Quite literally.  So make sure you know this and are grateful for it every single day.


P.S.: If you were looking for LinkedIn gyaan, sorry to disappoint. Just felt like sharing some content/emotions I never post out loud.

A year ago, I decided to take my LinkedIn seriously and today I have 120K of you.


Here's a mini 4-step writing guide that can help you write better: 

1. Ideation:

Think about what value you want to provide today, and write 10 posts for the same. 
Some ideas for you: 
- Your first trip memory 
- First client story 
- Bad client experience 
- Talk about your brand/product 
- Your teamwork story 
- First $$ story 
- Entrepreneurship lesson 
- Community building 
- Current revenue and how did you achieve it 
- Next year/month goals

2. Format 
Now choose a format.
You can find the end number of templates on Typeshare for inspiration 
I personally love: 
- A hook with stats 
- Pointers 
- Valuable content 
- An impactful CTA

3. Editing 
Now make your content crisp and concise. 
Use apps like Grammarly or Hemingway. 
Simplify your writing as much as you can.

4. CTA 
Don’t end your post without a CTA. 
It can either be a question, a statement or a link. 
Give your audience something they can engage in.


That’s it.

Remember that no matter how good your content is, if the structure is not right it will NOT get the engagement.

Make it easy for people to read, understand and adapt. Simple. 

Still have questions? Ask in the comments.

#LinkedIn #WritingProcess #PersonalBranding

“Shweta, I have been posting every day for 30 days and still I am still not getting the leads or traction that I need”

This is what the majority of my DMs look like.


Posting consistently every day is not the key. It will not get you anywhere on LinkedIn if you don’t have a proper strategy.

Here are some things that you should keep in mind before posting any content:

1.    Make lists – Don’t just add random paragraphs. Instead, convert it into pointers so that it’s easy to read.
2.    Spend 70% of your time crafting the best hooks. That is what grabs the most attention.
3.    Add stats to make your post stand out.
4.    Write as if you are talking. It helps people engage more.
5.    Don’t give it all the way in the first few sentences. Add lists in the center and killing CTAs at the end to make the post more attractive.
6.    Reply and engage with people who comment regularly. This will help you build a community.
7.    Upload video content, if you are into it. LinkedIn is pushing video content a lot in 2024.

Let me know in the comment what problem you are facing in LinkedIn, and I will reply with a solution.

#growth #LinkedIntips #marketing

“I post every day consistently on LinkedIn YET I have less than 5000 followers”.


Posting every day is important but intentional posting is far better.

Because it will give you consistent reach and filtered audience.

Here is a "Mini Untold Guide" on how to 10x your reach within 30 days:

1. Keep your posts under 1100 characters. On average 800 characters.

2. Write hooks in one line (45 characters)

3. Make your content easy to read (probably between Grades 1 and 2)

Now what are grades?
Grade 1 – basic level
Grade 2-5 – very easy to read
Grade 5-8 – Ideal for avg readers
Grade 8-10 – Fairly difficult to read
Grade 11-14 – Too hard to read

Aim for the first 2 Grade points.

4. Add a comment with a link to your website, consultation, newsletter or whatever you want to promote so that your audience knows you better. 

ALSO more engagement. You will see a 5x difference between your comments.

5. Always add a CTA – something your audience can engage with like a question.

6. Always add a takeaway. 

I mean why would people read your post? 
I am not interested in your story but how that story shaped you or helped in achieve who you are today. Simple.

7. Add a symphony to your posts. Like a pattern.

1 line, 3 pointers. 
Again 1 line and 3 pointers, etc.

It looks attractive like you have put an extra effort into your post.

P.S.: The key is to make people read your posts, and they will only do it if it adds value and ticks all these boxes. 

Got questions?
Subscribe to my newsletter, where I dissect and share LinkedIn ins and outs every Monday: 
https://lnkd.in/geEJK2uz

#LinkedInTips #Marketing #PersonalBranding 

"I think I am not doing enough". 


This is what every freelancer feels after a year or so.

And I have seen this pattern, in me and others.

Where you feel you are too comfortable in your work, have slowed down and somehow it feels fine.

But at the same time, it's making you lazy and hard to do things you once were doing brilliantly.

Here’s a 5-step mini reset you can do to change your daily pace and start off strong:

📌 Self-reflection

The first thing is to analyze what, where, and when it went wrong.

Why you are struggling?
What makes you lazy?
Do you not like the work anymore?

Find the problem.

📌 Write down the goal

Write down where you want to see yourself.

Now make a plan and divide it into small tasks that are “achievable”.
This will make you feel good once you do these tasks.


📌 Go back and find what didn’t work

You can retrace the decisions that didn’t work in the first place that you did.
And where you started to slow down.

This will help you avoid those situations in the future.

📌 Redirect to your goals
If you see your agency or career falling down, redirect it to your “WHY”.

Why did you start this in the first place?
And what kept you going?

This could be happening because you have reached all your goals and achieved your financial goals before you anticipated.

Now, redefine your goals and redirect it towards new goals which are above it.

📌 Edit your offerings

Add more services or offerings to your clients to make it fun and interesting.

Freelancing can be a lonely journey and feels monotonous.

So to try a layer of excitement, revise your offers and make it fun so that you can work better.


📌 Another thing is to be consistent and disciplined with all these steps.

Trust me, most billionaires are doing the same thing for 10 years consistently, and that is what makes them rich.

You have to master the boring tasks and do it 10x to make it a habit.

This is how it all works.

#freelancing #career #personalbranding

All my freelancer friends make close to $3K to $10K a month. 


Here are the 5 platforms that can help freelancers achieve the same. 
 
1. Feedcoyote | Techstars'23: It is an all-in-one network and a CRM tool that helps freelancers manage all projects efficiently from start to finish.

Including invoicing, contracts, managing calendars, appointments, and payments.

Link: https://onelink.to/qk5kkq
 
2. LinkedIn – Another app that is an absolute banger in finding high-ticket clients but imo it’s a little cluttered for a beginner. But after a month or so, it gets very implied.

3. Upwork – Quite obvious but quite helpful for new freelancers. Make a good pitch and you can secure so many great projects in a day.
This is where I started as well.

4. Twitter – Quite controversial for new freelancers but I feel this is great in finding quality leads. You can use some AI tools as well like Phantom Buster and Twitter follower corrector to scrape data (use a fake acc tho).

5. Freelancer.com – A lot of may disagree but it kinda worked in my favor several times when I was getting started. It might take you some days to get the hang of it and filter out quality leads. But it’s a good one.


For now, if I had to pick one, I’d go with Feedcoyote. It’s my fav at the moment and cannot recommend this enough.

Try here: https://onelink.to/qk5kkq

P.S.: I don't share platforms or tools I have never tried. I personally have used all the mentioned tools above and have made over $300K so far. 

Got questions regarding freelancing? Ask in the comments. 

#freelancing #personalbranding #marketing

I used to charge $200 per client when I started. And Now clients pay $2000 as well.


Why?
Because of proof of work.

Your content and your case studies speak louder than words.

One of my clients went from 50K to 80K in 30 days.
And another went from 30K to 250K in 9 months.
One more client went from 300 to 10K in 4 months.

All these are from different domains and have different businesses.

And this is what helps me attract more clients.

Even though I work with selective clients every month, I make sure that we are trying to understand their requirements and implement the same to achieve them.

Here are some things we do to achieve it:

1.    Questionnaire:
We send the clients some 20-30 questions to exactly understand their needs, where they are coming from, and what they are expecting.
We put ourselves in their shoes and try to create content that gets us traction and leads.

2.    Notion workspace
We make a Notion workspace so the clients and my team are both aligned and we can track all the posts and content in one place. This helps us review and make new strategies for the coming months.

3.    Slack channel
We then set up a Slack or WhatsApp work with them so we are communicating everything and sending out updates in real-time.

4.    Analytics
We keep a check every week on the posts and check analytics. It helps us understand what posts are performing well and what kind of content the audience does not like.
This helps us change our strategies if and as needed.

A lot of people in my DMs ask why they are not getting traction after months of consistency.

It’s because you are not checking what your audience likes and dislikes.

There is a way of presenting content that your audience would stop and read.

Every week, I send out 1 newsletter where I share actionable tips and the stories that have helped me get clients and retain them.

You can subscribe here:
https://lnkd.in/geEJK2uz

I am sure you will love it if you like reading my LinkedIn posts.

#LinkedIn #personalbranding #marketing

Life update: Moved back to my hometown after a year staying in Hyderabad. 


Last 365 days were beautiful.

What was supposed to be a 7-day trip turned into one year stay. 

While it wasn’t my best year ever but I learned a lot.


📍I learned how to deal with situations better and keep my calm.

📍I learned how to handle business even when you have only 2 hours a day.

📍I learned how only your family matters and not relatives.

📍I learned how your life can turn around in a minute and you can change it too.

📍I learned how important your health is. Literally.

📍I learned how new scenery can can change your perspective.

📍I also learned how moving to a new place open so many opportunities.


It was full of ups and downs but I will remember it.

I am definitely not the same I was a year ago.

But here’s to always learning, evolving and growing. 🎉

What was that one city that changed you as a person?

I dropped out of college and yet built 3 successful businesses from scratch. 


Not praising myself. 

The point is you don't need degrees when it comes to building businesses. 

Yes, degrees help with the speed of your business. 

But a successful business is run by people with real experiences and failures. 

And you cannot get that from a business school. 

I failed multiple times. 
I even got rejected for my pitches. 
I dropped out. 

And that's where 99% of the people actually fail. By giving up. 

But did I ever stop? No. 

I knew my ideas were good and that the market needed them. 

So if you have an idea that you think is relevant and important in today's time. Share in the comment. 

And if you are looking for new opportunities, share in the comment. 

Let's network and find opportunities. 💪 


#opportunities #growth #LinkedIn

Meet Steven Montgomery, the man behind one of the fastest-growing home service franchises in the US.


1. Steven's entrepreneurial journey began in high school working alongside his dad in the painting business. But that chapter closed when his father switched careers. College wasn't quite the right fit either, leading Steven to drop out and get married.

2. Undeterred, he returned to painting during college breaks, leveraging his dad's old equipment for jobs with his mom's real estate clients. The taste of financial freedom fueled his desire to become his own boss.

3. Despite starting with just $12 in the bank, Steven built "That 1 Painter" from the ground up. His initial triumph, securing a $2,800 painting job, was quickly dashed when the customer canceled. 

But Steven wasn't fazed. He embraced a "whatever it takes" mentality, pounding the pavement to drum up business and building relationships with real estate agents.

4. Steven wasn't satisfied with just making ends meet. He craved growth and challenged himself to become a true entrepreneur. During a meeting with his paint supplier, he declared (somewhat jokingly) that he'd be the biggest painting company in Austin. The supplier laughed, but that only fueled Steven's fire.

5. Inspired by the book "The E-Myth," Steven discovered the power of franchising and set his sights on building a scalable system. He started with That 1 Painter, then expanded into Garage Up and Pink's window cleaning, all under the umbrella of ResiBrands.


Here are some key strategies Steven used to build his franchise empire:

✅ Setting Ridiculous Goals: Don't be afraid to dream big. Write down ambitious goals and track your progress. Even if you don't hit them all, they'll serve as stepping stones on your journey.

✅ The 5 R's of Revenue: This framework focuses on building a sustainable home service business by leveraging real estate agents, reputation, repeat business, referrals, and relationships.

✅ Playbooks for Every Department:  Having documented processes ensures consistency and simplifies training as your business scales.

ResiBrands offers a franchise opportunity with a relatively low barrier to entry compared to other franchises. It's ideal for those seeking financial freedom and a proven system, but not necessarily for those who crave complete control.


This is a story that proves you don't need a college degree or a hefty starting budget to achieve massive success.

#entrepreneur #founderstory #franchise 


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