Building a High-Quality Audience: Tips for Growing Your Newsletter Subscribers with Will Richards & Gemma Clancy

Episode Summary:

In this insightful episode of Earning Ears, Adam Spencer sits down with Will Richards and Gemma Clancy, the force behind "Overnight Success." This conversation dives deep into the nuts and bolts of building a dedicated audience in the competitive startup ecosystem. The episode begins with a nod to the consistency required in producing content that resonates with and retains subscribers.

Will and Gemma unpack the foundation of their newsletter's growth, emphasizing the importance of producing high-quality, curated content tailored to their diverse audience's evolving needs. With an ambitious goal for significant expansion by 2024, the pair share valuable strategies for reaching audiences on LinkedIn, maintaining high engagement, and leveraging key growth metrics.

About the Guest(s):

Gemma Clancy and Will Richards are co-founders of Overnight Success. 

Gemma is also co-founder and Head of Marketing at Stella Startups, a marketing service purpose-built to help early-stage startups develop their marketing foundations and build strong, sustainable brands from day one. Gemma’s professional background includes supporting brand storytelling with a climate tech startup, TEDxMelbourne as well as working at creative agencies supporting enterprise, NFPs and gov agencies. 

Will is also head of investments at the Regional Angel Investor Network and recently launched Startup Speakers, a speaking bureau representing startup leaders with a mission to get more diverse voices talking about entrepreneurship. Will’s professional background intersects finance and startups, bringing a unique perspective to the Australian startup ecosystem.

Key Takeaways:

• Consistency and Quality are Key: Repeatedly producing high-value content is a cornerstone in maintaining subscriber engagement and preventing unsubscribes.
• Leveraging Audiences: Successfully piggybacking off other people's audiences through content-sharing can substantially boost growth.
• Adapting Content for a Growing Base: As the subscriber base becomes more diverse, adding context to content is crucial, ensuring it remains accessible to new readers without alienating early adopters.
• Partnerships and Sponsorships: Building deep relationships with aligned sponsors is vital for growth and enabling investments in team expansion.
• Future Aspirations: Plans for expanding content offerings, including leveraging a network of guest writers and the development of new database products tailored to startups.

Notable Quotes:

• "I think the main thing that's been... impressing me, that's got my attention so much, is the initiative Grapevine." - Gemma Clancy.
• "If we continue to add value, they'll stay an engaged subscriber, and then we can just keep growing the pie." - Will Richards.
• "Sometimes if you just don't nudge people to do it, they just don't even think of it." - Gemma Clancy, on the importance of having a call to action for subscription.
• "I think Gem and I really counterbalance each other super well." - Will Richards, on the co-founder relationship.
• "We just want to grow our base of subscribers. And our goal this year is to reach 10,000 subscribers." - Gemma Clancy, on future growth plans for Overnight Success.

Resources:

• Will Richards
• Gemma Clancy
• "Overnight Success" Newsletter
• Startmate Media Fellowship