Trust is at an all time low. Many service business owners are concerned as there is a general skepticism. I’ve seen it myself. I’ve actually been asked how can you be passionate about spamming people.
To say I was annoyed was an understatement. Email marketing is not spam.
What are the most effective social media platforms for growing my email list? (Is Instagram better than LinkedIn for business coaches?)
The social media channel you choose depends on your business and target audience.
In this article I’m focusing on LinkedIn. Why? Because LinkedIn is where professional services businesses and coaches hang out. That’s my target audience.
LinkedIn is not just where you have your online C.V. and look for new jobs in your lunch break. Although it’s important for that too.
Over the next few minutes you’ll find my actionable strategies for ethically and effectively growing your email list using LinkedIn.
Now, I’m not a LinkedIn specialist, Justin Welsh, Ethan Golding and Leeann Bassett are better people for that. I’m focused on using social media to grow your email list. With that out of the way… let’s go.
Optimize your LinkedIn profile for list growth
Your headline is prime real estate. Don’t waste it on words your ideal client doesn’t care about. Use keywords that attract your ideal audience, establish your authority and hint at how you can help them.
For example:
Justin Welsh, one of the personal branding leaders on LinkedIn, uses a key branding statement. “Helping 100,000+ solopreneurs build a fulfilling life through lean, profitable, one-person business.”
Don’t waste it on words your ideal client doesn’t care about. Use keywords that attract your ideal audience, establish your authority and hint at how you can help them.
Upgrade to LinkedIn Premium
Full disclosure: I don't have this. But I’ve noticed many of the people who are big on LinkedIn do. It gives you the benefit of having a ‘View my newsletter’ button. Marketing legend Ann Handley is one of many marketerswho has this.
Writing a compelling about section
Make it clear who you help and the problems you solve. A confused reader doesn’t convert. Use storytelling and copywriting to entice them to subscribe. Naturally weave in an invitation to learn more or download your lead magnet. For example: "Download my free guide on the top 5 email sequence mistakes health coaches make."
Leverage the Featured section
The featured section of your LinkedIn personal profile is where you pin your evergreen posts (content that does expire) or posts that you don’t want your audience to miss.
Link to your lead magnet with an attractive graphic, benefit-driven messaging and a clear call to action to download their copy. This is worth spending time on. But don’t let perfectionism hold you back. Post and pin to your featured section, and showing the benefits of your lead magnet then optimize over time.
Here is what I have: The first two lead to a lead magnet.
Sharing valuable content that attracts subscribers
We’ve covered the easy ways to grow your list with parts of your LinkedIn profile that you don’t need to update too often.
But that’s not enough. You need to give opportunities for your audience to join your email list weekly or at least fortnightly.
No it’s not too much to invite people to join your list weekly. Some even use a soft CTA in every post or every day. It depends on your delivery.
Create content your ideal clients want more of
To get more email subscribers with social media you need to create great content consistently, a lead magnet that appeals to the right people and to share your opt-in (signup page).
Great content that grows your list isn’t all about you. It’s about your ideal client and current audience. It shows they’re the hero. It talks about what they want. If you don’t know what to write about you need two things: to understand your audience and to have a content strategy.
My email strategies take the ‘thinking’ off your plate so you know what you’re writing about in your emails and when. So you or your VA need to just get stuck into the content creation.
A social media strategist can help you do the same thing with your social media content or a Social media manager can do it for you.
Perfect your Call To Actions
Naturally mention your lead magnet within relevant posts. Start with valuable content then offer the opt-in as a further resource.
Move people from consuming your content to subscribing with a Call To Action (CTA) that makes the benefit, action and destination clear (you don’t want to disappoint or confuse them).
For example: "If you found this tip helpful, you might also benefit from my free checklist..."
How to invite people to download your lead magnet in your posts
There’s something you should know about social media platforms including LinkedIn. They want to keep their users (content consumers) on the platform. Holding attention and driving advertising spend is how they get their income.
So they will make changes to further that goal. This means that they may choose to reduce the reach (visibility) of content that shares a link. Because of that many people share the link as a comment in their post.
Lynnaire does this well in her post below.
But don’t quote me on that. I still will share a link in a LinkedIn post because they may not go down to the comments. It’s important to make it easy. Here is a great example of how to do this by Stephanie from Simply On Demand (Canva Coach).
Another approach is to use a footer/signature sign off on your LinkedIn posts that explains what you do, who you help and how they can sign up/take the next step. Business coach Sarah Davies does this with her posts.
LinkedIn articles bring in more subscribers
Social media platforms love it when you use their features. LinkedIn articles are great for in-depth content.
Just like with blogs, add a call to action in your LinkedIn article that gives the reader a reason to learn more with a relevant lead magnet.
LinkedIn newsletters can be used to grow your email list
A few NZ business owners have asked: Should I use LinkedIn newsletters? Or should I stick to my email marketing platform to send my newsletter?
You don’t have to choose between LinkedIn newsletters or your own email platform (e.g. Mailerlite, Mailchimp or Convertkit). If you have the capacity then you could use a short term LinkedIn newsletter to grow your Mailchimp or Mailerlite newsletter.
LinkedIn groups for newsletter growth
Groups and communities for newsletter growth can be a challenging strategy. Most groups discourage promotion or links. So use with caution.
Avoid low quality groups, overly promotional content that reduces the experience of the group, and groups that your audience does use. Focus on a value-first approach and relationship building. Ask before sharing or contacting directly, and make sure you stick to the rules of the group.
DM and comment automation
ManyChat automation is everywhere on LinkedIn and Instagram. You’ve probably seen creators that say ‘DM me KEYWORD for X’ or ‘Comment KEYWORD and I’ll send you X’. Then their automation messages you the link.
Social media is about connection and being social
Many coaches suggest cold outreach. I’m an inbound marketer so outreach is not for me. But if you choose to use outreach you can leverage your LinkedIn connections and DM conversations to grow your list. Either can be used to offer your lead magnet if they mention the struggle it helps with.
Promoting your lead magnet effectively
To promote your lead magnet you need to optimize the following:
Your messaging on your post
Your calls to action to download or get your freebie
Your messaging and experience of your landing page (also called a sign-up or opt-in)
You can learn more about lead magnets that attract ideal clients here.
Content marketing is a long game
Creating content can be time consuming. It’s not a shortcut. Particularly as you need to refine and test what works. Even marketers need to adjust their content and strategies.
Wrapping it up
LinkedIn offers many opportunities to grow your email list. A social media manager or LinkedIn specialist can help you grow your account. Once you have a following then that’s when someone like me can help. But that doesn’t mean you need to wait.
Building an engaged email list is a long-term but effective investment in building a strong brand.
I drop valuable insights about email marketing for service businesses and coaches every week straight to your inbox. You can join here for your list building guide.