Having a newsletter is a fantastic marketing tool that lets you directly connect with potential customers and provide them with valuable insights.
In fact, there are 4 billion people using email every day and in the last 12 months marketers have seen a 77% increase in email engagement.
However, nowadays people are hesitant to sign up voluntarily. And even if they are willing to subscribe, there is so much content available, it's hard to get your newsletter and your content to stand out.
The key to success lies in getting the attention of your target audience, convincing them it's worth signing up, and then reminding them to actually go and read the newsletter every time you publish.
Pretty obvious. But easier said than done.
In this article, we're going to unpack what it takes to get your newsletter the attention it deserves, and how you can win over new subscribers with a multi-channel distribution plan.
What is distribution?
In marketing, distribution simply means getting your product, service, content, or message to the right people. It involves figuring out the best ways to deliver what you have to offer to your target audience.
This includes deciding which channels or platforms to use, how to make it easily accessible, and ensuring that it reaches the right people at the right time. Essentially, distribution is all about the process of reaching and connecting with your customers effectively.
Why is a distribution plan essential for your newsletter's success?
To unlock the full potential of your newsletter, it's crucial to expand your reach beyond the inbox. Simply sending a weekly newsletter won't yield the desired outcomes. Your audience is actively engaged on social media platforms, and that's where you have the opportunity to capture their attention.
A distribution plan involves strategizing how you will promote your newsletter on social media and other platforms. It entails identifying the unique value your newsletter offers, crafting compelling messages that entice people to subscribe and read, and utilizing the power of social media to reach a wider audience.
By implementing a well-thought-out distribution plan, you can increase awareness, generate interest, and attract more readers to your newsletter.
Why is your newsletter not performing as well as you hoped?
Despite your consistent efforts to create and publish content, it can be draining if you're not seeing the desired engagement or audience growth.
Let's dive into some crucial questions to pinpoint the issues:
- Are you solely relying on your website for sign-ups? Consider expanding your reach by exploring other avenues.
- Is it clear to your audience that you offer a newsletter? Ensure that you effectively communicate its existence and value.
- Are you regularly highlighting the reasons why people should read your newsletter? Make sure you consistently share compelling reasons to capture their interest.
- Are you relying on one marketing channel to promote your newsletter? It's essential to diversify and explore different platforms to reach a wider audience.
- Are you only informing people about your newsletter right before or on the day of publication? To grow your subscriber base, proactively reach out to your target audience instead of relying on chance subscriptions.’
If you genuinely want to expand your subscribers, it's crucial to actively engage with your target audience and implement strategies to attract their attention.
Supercharge your newsletter distribution with this framework
To unlock the full potential of your newsletter and attract a growing subscriber base, it's crucial to implement a comprehensive distribution strategy that goes beyond email marketing.
Follow this framework to get started:
1. Focus on the right goals
Let's go back to the basics. What are your goals? Are you having trouble getting people to engage with your newsletter, even though you have subscribers? Or maybe people are reading your content, but you want to increase the number of readers. Think about what you want to achieve and the kind of messages that will inspire new readers or excite your current email subscribers.
2. Understand your audience
Consider why your audience would want to subscribe and what motivates them to read your newsletter. Tailor your distribution efforts to cater to their interests and needs. Share content that resonates with them and offers value in their daily lives.
3. Choose the right channels
Identify the platforms where your target audience is most active. Whether it's Facebook, LinkedIn, Twitter, or other relevant platforms, ensure you have a presence there. Don't hesitate to show up on multiple platforms to expand your reach. This creates an opportunity for you to attract a broader audience.
4. Structure posts to drive results
Craft attention-grabbing social media posts that drive engagement. Start with a captivating hook, deliver valuable content (through storytelling), highlight intriguing points from your newsletter, and conclude with a clear call-to-action (CTA). Video content can be particularly effective for distribution. Check out the provided video examples in the next section along with Sam Szuchan's hook ideas below for inspiration.
5. Post frequently
Don't hesitate to share updates about your newsletter multiple times a week. The beauty of social media is that you can distribute content more frequently throughout your newsletter cycle, regardless of your publishing schedule. Regularly sharing content keeps your audience engaged and maintains their awareness of your newsletter.
Don't worry about over-distributing or wearing out your audience. Social media platforms operate differently from email marketing.
Heidi Bordal, Community Manager at Storykit, explains, "The algorithms are designed to deliver your content to the most relevant people. For instance, if you're promoting an event, it will be shown to those interested in attending, and the same goes for brand-related content. Posting organically won't bore anyone because the chances of everyone seeing everything you post are quite slim."
Check out the webinar below to gain more in detail insights about this process.
Use these videos to drive subscribers to your newsletter
Here are 3 types of videos you can make to drive awareness and subscribers to your newsletters.
1. Build anticipation: Entice new subscribers with a newsletter teaser
Creating a teaser for your upcoming newsletter is a powerful strategy to attract new subscribers. By generating curiosity and highlighting the value of your content, teasers encourage people to sign up so they don't miss out.
Check out this teaser video that we made for our newsletter that features this article:
2. Make your content accessible to all: Share knowledge with a newsletter summary
The point of having a newsletter is to share knowledge. You should strive to share that valuable information, whether or not someone is subscribed. After publishing your newsletter, provide a brief summary that allows people to get acquainted with the topics you covered. This helps them understand the range of insights and expertise you offer.
3. Let your value shine: Create awareness with a newsletter trailer
It's highly likely that your target audience isn't even aware of the existence of your newsletter. What better way to build awareness than by creating a captivating trailer? Use a video to swiftly communicate the value you provide and make it known to the world.
Unleash the full potential of your newsletter
While newsletters remain a valuable tool for delivering value and driving sales, it's important to recognize the competitive landscape. Even if your newsletter is exceptional, you need to ensure it reaches your target audience effectively.
By embracing this distribution framework that extends beyond email marketing, you can unlock the true potential of your newsletter. This approach enables you to maximize value, attract new subscribers, and engage with your audience on their preferred platforms.
To make the process of creating captivating video posts for promoting your newsletter easier than ever, consider trying out Storykit AI. With Storykit AI, you can effortlessly transform text from your newsletter into compelling on-brand trailers, summaries, and more, capturing the attention of interested readers.
Take your newsletter to new heights with the power of strategic distribution and the innovative capabilities of Storykit AI.
