Everyone wants to feel like they belong, and your readers are no different. Finding your “people” is a great goal to have in life, but it’s not always easy to know how to present your true self so you can connect with others in a natural way. This week’s newsletter is about the fundamentals of finding more followers, authentically using social media to your brand’s advantage, and how to prop up your publication for the whole world to see. Let’s go!
In this week’s issue 📨
- How to gain more subscribers
- Social media’s role in brand building
- Get discovered using newsletter directories
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Now you’re found
Your subscribers are the soul of your publication. They’re the reason you get up in the morning, and you’re the reason they love opening their inbox. That’s why, as a blogging newbie, it can feel a bit lonely if you don’t have many members fueling your fire. If you’re creating quality content but don’t yet have the subscriber count to keep you motivated, it’s time to get more customers.
Si Quan Ong, marketing educator at Ahrefs, breaks down the four fundamentals of finding more followers.
Search
- Ranking high in search engines like Google and Bing is a significant step in customer growth. Use tools like Keywords Explorer to brainstorm popular keywords and analyze their traffic potential. You’ll then fold these keywords into your niche content so you can convert searchers into subscribers.
- Young people now use platforms like TikTok and Instagram as search engines. If you’re aiming for Gen Z, optimizing your content for TikTok search is crucial. Search for relevant subtopics in TikTok, include a 5-second hook in all your videos, and post through Creator Search Insights.
Advertising
- If you’d like to run ads, focus on platforms where your audience exists. If you’re unsure how to start, consider Google’s ad training course. PPC (pay-per-click) marketing is all about targeting the right people. Keep experimenting with different images, videos, and headlines to find what resonates.
- Partnering with other creatives can help expand your network and reach niche audiences quickly. It’s best to target smaller, more relevant influencers who have an engaged and authentic community. Just because an influencer has a big following doesn’t mean they align with your values.
Direct
- Don’t hold back on going after your target customers by planning and organizing a promotional event. Algorithms and AI can never replace genuine human interactions like workshops, meetups, and webinars. Start small, like sponsoring someone else’s event or running local meetups in your town.
- Remember that people make purchases based on emotions, not necessarily the pros and cons of a product. If you don’t have the bandwidth to run in-person events, ensure your website and work are as human as possible so that site visitors know who you are the moment they click.
Word of mouth
- Like their favorite restaurant, people will recommend your publication to their friends, family, and followers. If you want to achieve positive word-of-mouth marketing, building trust by consistently creating quality content, providing excellent support, and listening to subscriber feedback should be your focus.
- If profit is part of your publishing model, don’t hesitate to give something away for free. Giving out worthwhile samples tells curious patrons that the meat of your content will fully satisfy them, and they’ll tell all their friends about it. Try making it fun with giveaways, contests, or drawings.
Interesting stories & ideas 📚
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Every step you take with your content and every move you make on social media should reflect your values and goals. Your online persona is just as important as who you are offline, especially when it comes to capturing the hearts of potential subscribers. If people can feel your realness through their screen, you’ve got them. That’s why mastering the art of personal brand-building is a must.
The team at Digital Marketing Institute provides some key tips on using social media to build a genuine online presence for your brand.
#1 Decide which social media platforms are best and stick to them. Not every social media channel will benefit you, so only focus on a strong few.
#2 Know what you’re good at and create engaging social media content around it. This will show people that you’re the go-to expert in your niche.
#3 Share your content regularly, but don’t overdo it. Start with no more than three or four social media posts a week and adjust based on audience response.
#4 Add people you already know to start a networking domino effect. Connecting with friends and family who already love you is a following fast track.
#5 Always be authentic and don’t be shy about sharing your opinions. It’s wise to set boundaries from the start so you know where your social media line is.
#6 Join other social media groups specific to your niche to share insights and build community. Dive into discussions to add your expertise!
#7 Maintain a consistent tone to build follower trust. Are you funny or serious? Casual or formal? Multiple things can be true; just keep it coherent.
#8 Collaborate with other creators to promote your brand. Nowadays, influencer marketing is all about smaller content creators making a big impact.
On a silver platter
The newsletter world is thriving, but with so many new voices entering the space, it can be challenging to get noticed. You’ve got quality content, a solid marketing strategy, and a decent email list, but it doesn’t feel like you’ve been truly discovered yet. If you want to see your name in lights across the Blogging Walk of Fame, it’s time to throw your hat into newsletter directories and aggregators.
Let’s examine how to spread the news about your newsletter using free directories so your hard work is seen by the right people.
‣ Newsletter directories are searchable databases that can sort blogs by specific categories like travel, politics, and food, while aggregators promote discovery by sharing your content on their platform. Both tools make it easier for readers, sponsors, and fellow creators to find your publication.
‣ Directories and aggregators help you build your core audience by improving SEO, spreading the word about your work using social media, locating other creators for community building, and assisting in finding your first sponsorship opportunities. Think of it as free advertising using multiple marketing channels!
‣ When entering your site into a directory, include the nitty-gritty, like newsletter category, sending frequency, cost, size of your readership, and a link to your social media to stand out from the crowd. Getting noticed in a sea of other publications is essential, so you want to include as much info as possible.
‣ When posting in directories and aggregators, you always want to use a readable, professional, and recognizable image. Platforms like Ghost Explore allow you to upload a profile picture to display your logo. Avoid uploading an image containing lots of busy elements so your message is clear.
‣ If you can only provide something short and sweet when using a directory, knowing your value proposition is critical to clicks and conversions. Who is your publication for? What is your newsletter about? How is your content unique? It’s not always about being a good option for many but the best choice for a few.
‣ Don’t be shy about listing your newsletter on multiple directories and aggregators simultaneously. Each entry represents a potential subscriber, so the more you put yourself out there, the more growth you’ll see. Just be sure you take each platform seriously and spend the time to stand out in all the right ways.
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