Creating a newsletter is one thing, but getting it into people’s hands (and their inboxes) is another beast entirely. As The Beet newsletter came together, I realized the next step I needed was to develope a marketing plan to help it grow.

How-to

A newsletter is a conversation, and like any good conversation, it needs people on the other side of it. Although some Substackers joke that they’re talking into the void, so it could ver one sided. But – I didn’t want this project to become a one-way announcement board. Instead, I want it to feel like a gathering space for people that need help with their newsletters.

A marketing plan gives a treasure map on how to reach the right people, how to invite them in, and how to keep them engaged.

Step 1

The first step is to find clarity. Who is the newsletter for? What makes it valuable? Why do I want them to use it?

• Audience: Local food lovers, CSA members, farmers market shoppers who are curious about seasonal eating.
• Value: Seasonal harvest highlights, simple recipes, farm updates, an ad-lib and fully customizable copy-paste template.

The Strategies

Here’s what the marketing plan includes so far:

1. Social Media Sharing
   I’m already posting on personal channels, and the newsletter has free previews of recipes, harvest lists, and photos that link back to the newsletter subscription portal.
2. Networking
   By sharing the newsletter with them in-person at events, I’m able to make a deeper connection than a cold-call or cold-email to them about it.
3. Community Channels
   Local Facebook groups, food co-ops, and even libraries are places where neighbors gather digitally and physically. These are natural spaces to spread the word. Additionally, CCE Essex County has a Google Group for Essex County Farmers, and I intend to share this resource with them there.
4. Exclusive Posts for Subscribers
   To keep readers engaged, the newsletter will include extras, like recipes, storage tips, or seasonal guides, that aren’t posted anywhere else. Subscribers should feel like they’re getting something special.

Eventually, when I have more time and farmers’ markets become a regularity again, I will look into creating extra printed resources to give out at markets. They will elaborate on the value and the reasons why they should try the newsletter. The hope is to build a brand from this focused on helping farmers further with their websites and social media presence as a freelancer.

Looking Ahead

The marketing plan is just the start. The real measure of success will be the conversations and ideas shared, the recipes tried and reviewed, and the sense of community when my clients open each publication.

The newsletter is about food, yes, but it’s also about people, place, seasonality and climate. And that’s worth sharing far and wide.

Marketing plan