Your First Social Media Dollar: How to Build a Personal Brand that Connects

Your personal brand isn’t about what you say, it’s about what others say. Instead of trying to juggle 20 different identities, focus on one thing you want to be known for and build your reputation around it.

On the Your First Social Media Dollar podcast, hosted by Seth Jordan, I shared a few strategies to help people get started in digital marketing.


If you’re not sure how to begin, ask five people who know you well how they’d describe you. What words, skills, or traits come to mind? You can also ask ChatGPT what it sees as your core strengths based on the content you’ve shared. The more input you have, the clearer your personal brand becomes.

Building a Topic Wheel


A helpful way to think about it is to imagine your personal brand as a Topic Wheel. At the center is you. Each spoke represents a specific area you’re passionate about or have experience in, whether it’s teaching, soccer, or social media marketing.

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Topic Wheel of Dennis Yu

Over time, as you connect with others in those areas, your expertise and credibility will grow. You’ll see proof through your past work, the people who know you, and the projects you’ve been a part of.


The Topic Wheel isn’t just a reflection of your current state; it’s a map of where you’re headed. As you grow your skills in social media marketing and build meaningful connections, you’ll naturally cross paths with people like Michael Stelzner as your experience deepens.

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Michael Stelzner and Dennis Yu

This means, you can include someone like Michael Stelzner in your Topic Wheel, even if you don’t know him personally. Because he’s someone you’d like to learn from, emulate, or connect with in the future.

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Dennis Yu Speaking at the DigiMarCon Conference

Your brand isn’t just a reflection of who you are today; it’s a map of where you’re headed. Think of it as a story that unfolds over time. Each step you take, each new connection you make, and each skill you develop contributes to the narrative that others will share about you. This is the essence of personal branding.

The Power of Intent and Action


When I look at my own journey, setting clear goals has made all the difference. Without a target, like creating a million jobs, I could have easily drifted along. Sure, I could have aimed smaller, maybe 100 jobs, but that wouldn’t have driven me the same way. A big, ambitious goal not only motivates you but also creates room for others to succeed as well. Over time, that goal has become a reality: I’m already a quarter of the way there.


A significant part of this progress comes from collaborating with influencer like John Jonas, the founder of the world’s largest VA marketplace, onlinejobs.ph. When I visited him at his home in Utah, we reflected on how our work had helped train virtual assistants, support agencies, and equip people with skills to succeed. Those numbers add up.

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John Jonas, Founder of OnlineJobs.ph


I’ve met people like Atiba, who told me he hired 20 VAs after following my training. He turned that knowledge into action, building an agency and creating opportunities for others. This is what happens when you have a clear intent and focus on developing the right skills. At its core, success comes from learning how to actively listen, connect with people, and adapt.

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Atiba Desouza and Liam Hughes


When it comes to training VAs, it’s not just about the technical tools. Many VAs already know how to use Photoshop, After Effects, or set up a website. What makes a real difference is the ability to connect on a human level. It’s about asking thoughtful questions, responding with active listening , and genuinely listening. These communication skills are critical, whether you’re speaking with a client, negotiating a deal, or simply explaining your approach.

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4 Stages of Content Factory


Our Content Factory follows that same idea: you start with raw stories, ideas, and expertise, and then refine them into well-structured, authentic content. For example, if you’re a cycling enthusiast, you can create content that resonates because you understand the topic inside and out.


Mike Pigg is a great illustration of this concept. As an Ironman legend who’s beaten Lance Armstrong in a 100-mile race, Mike knows the ins and outs of professional cycling. His firsthand experience allows him to connect the dots, whether it’s about different races, athletes, or strategies. He’s a LIGHTHOUSE in the cycling world, someone whose credibility and accomplishments make him a trusted source of knowledge.


The same principle applies to social media or digital marketing agencies. A lot of agencies claim they’re the best, but the real test is what you’ve actually achieved. It’s not about having the most followers. It’s about delivering results that matter to your target audience.

You don’t have to be perfect to start. Many people hold off because they’re worried about how they’ll come across on camera or they tell themselves they’ll get to it tomorrow. But waiting for the perfect conditions only delays progress. You need to start now.


Often, it’s not a lack of ideas that holds people back, it’s the excuses. Maybe you’re tired, you think your hair isn’t right, or you feel unprepared. The truth is, none of that matters as much as just taking that first step. Once you get started, it’s easier to find your rhythm and keep going.


In the medical field, I’ve established credibility by working with top doctors and delivering measurable results. For example, Dr. Philip Ovadia, a cardiothoracic surgeon and author of Stay Off My Operating Table, has been both a guest on my podcast and a host for me. His expertise has not only supported other doctors but also improved my own health by helping me better understand my blood markers and make meaningful improvements.

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Dr Philip Ovadia


Dr. Ovadia’s reputation is based on real relationships and proven outcomes. Promoting his work and collaborating with him has built trust within the medical community. If I chose to focus on helping cardiologists, these connections and demonstrated results would provide a solid foundation.

Proven Results Matter More Than Follower Counts

When working with a specific niche, like landscapers, clients care about results. You need evidence that you’ve helped landscapers grow their business by bringing in more calls and filling their schedules. That’s the kind of proof potential clients look for.


This applies to any industry. Take plumbers, for instance. Roger Wakefield is a well-known influencer in the plumbing community, not because he says he’s great, but because he consistently delivers real results. The content we’ve worked on together showcases his expertise and has earned him credibility and trust within his field.

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Dennis Yu and Roger Wakefield


Many clients make the mistake of thinking social media is as simple as having a young person post on TikTok. But social media isn’t just about creating posts; it’s about demonstrating your reputation through relationships, work quality, and proven outcomes.

Once clients understand this, they realize that stock images or generic ads aren’t enough. What works is showing genuine expertise, like a roofer explaining how they’re fixing a specific problem and sharing that process in real time.

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Dennis Yu and Danny Leibrandt



A lot of young professionals struggle because they overthink their next move. They spend too much time weighing different options, high-ticket e-commerce, coaching, or other fields, without ever starting. The key is to choose a path and begin. For example, Danny Leibrandt didn’t set out to focus on pest control; he simply took on the opportunity in front of him. By following a proven process and seeking guidance, he successfully broke into that niche and grew from there.


In business, seeking help from mentors and collaborating with others isn’t cheating, it’s smart. If you don’t have a client, reach out to someone who can help you find one. Show that you’re serious, and opportunities will appear. Once you start delivering results, the digital world will open up. While competition exists, most agencies aren’t delivering great outcomes.

With consistent effort and focus, you can stand out and succeed. That’s why I encourage creating one-minute videos. It’s simple and quick, and it helps you build the habit of sharing. You don’t need a full script or hours of preparation. In fact, overthinking it can get in the way. The most important thing is to take action. Speak naturally, let your authenticity shine, and become a social media influencer.

Dennis Yu
Dennis Yu
Dennis Yu is a former search engine engineer who has spent a billion dollars on Google and Facebook ads for Nike, Quiznos, Ashley Furniture, Red Bull, State Farm, and other organizations that have many locations. He has achieved 25% of his goal of creating a million digital marketing jobs because of his partnership with universities, professional organizations, and agencies. Companies like GoDaddy, Fiverr, onlinejobs.ph, 7 Figure Agency, and Vendasta partner with him to create training and certifications. Dennis created the Dollar a Day Strategy for local service businesses to enhance their existing local reputation and make the phone ring. He's coaching young adult agency owners who serve plumbers, AC technicians, landscapers, roofers, electricians in conjunction with leaders in these industries. Mr. Yu believes that there should be a standard in measuring local marketing efforts, much like doctors and plumbers need to be certified and licensed. His Content Factory training and dashboards are used by thousands of practitioners.