Squeeze Substack and LinkedIn together to get more juice

What’s the idea? 

Show two sides of yourself by creating a ‘flywheel’ between LinkedIn and Substack. To use a trading analogy, you could think of this as a way of ‘diversifying’ your portfolio. 

If you're a writer/creative like me, and also on LinkedIn, you probably signed up to Substack in part because you were tired of running into posts that look increasingly like sales pages and landing pages in disguise (barely disguise, we might agree). Chances are a lot of your LinkedIn connections feel the same. So why not invite them over to Substack for a different vibe?  

We might also agree that Substack is kinda friendlier. It's practically a refuge for some people. LinkedIn gave us Groups, but they’re quite sterile spaces, if you ask me. I see very little engagement in any of the 30 or so groups I belong to.  

One of the reasons so many people like Substack is that you get to own an email list. Substack gives you a direct channel to your audience, independent of any platform's algorithm changes. On LinkedIn, the algorithm is fickle, and you could be shut down tomorrow, lose all your connections and be left with no list at all.  

How to work the flywheel 

LinkedIn to Substack 

To entice people to come and join you on Substack, you could do this by: 

• Leveraging LinkedIn's own newsletter feature to cross-promote your Substack

• Sharing snippets or teasers of Substack articles on LinkedIn 

• Including calls to action to subscribe to your Substack in LinkedIn posts and profiles

• Engaging in discussions on LinkedIn to demonstrate expertise and then inviting interested individuals to your Substack for more in-depth content

If you have Premium on LinkedIn, you can directly connect your LinkedIn profile to your Substack by adding a custom button that takes visitors clicking on your newsletter to your Substack.

How to do this:

• Go to your profile
• Click on the pencil icon to edit your info
• Scroll to the bottom where you see: "custom button"
• Add the main url of your Substack
• Then save your changes

Now, when anyone clicks on your newsletter button, your Substack will pop up.

Substack to LinkedIn

Drop some of your Substack content on LinkedIn. For example:  

• Repurposing Substack articles into shorter LinkedIn posts or carousels

• Using insights gained from Substack engagement (comments, popular topics) to inform LinkedIn content

Specific strategies and anecdotal evidence of success

• Content repurposing: Write an in-depth article on Substack and then break it down into smaller, more digestible LinkedIn posts as thought leadership or how-to content. 

• LinkedIn newsletters as teasers: Some creators use LinkedIn's built-in newsletter feature as a teaser for their Substack, delivering short, valuable insights and then linking to their Substack for the full article or a paid subscription. 

• Building authority: Consistently publishing high-quality, insightful content on both platforms helps establish you as a thought leader in your niche. This attracts an engaged audience on LinkedIn who are then more likely to subscribe to your Substack for deeper dives. 

• Trust building: The LinkedIn connection that subscribes to your Substack gets to see a different side to you, usually a more rounded, less performative version of you – and that can help build trust. 

Successfully redirecting people from LinkedIn to your Substack requires a strategic approach that offers value on LinkedIn while clearly signaling where to find more, i.e. your Substack. Here's a breakdown of how to do it effectively: 

1. Optimize Your LinkedIn Profile 

Before you even post, make sure your LinkedIn profile is optimised: 

• Headline: Include a clear, concise statement about what you do and who you help, also hinting at the value your Substack provides. (e.g., "Content Strategist helping B2B SaaS grow | ‘Deep dives on AI in Marketing on my Substack’). 

• About section: Use this space to elaborate on your expertise and be sure to align the messaging with key aspects of what you discuss in your Substack.

• Contact Info: Ensure your Substack link is prominently listed under your website in your contact information. 

2. Craft Engaging LinkedIn Posts (with a Purpose) 

Your LinkedIn posts should provide value on LinkedIn first, then gently guide users to your Substack for more. 

Strategies for Posting: 

Share Snippets & Key Takeaways 

Don't just paste your entire Substack article. Instead do this:  

Teaser posts: Extract 2-3 compelling bullet points or a short, intriguing paragraph from your latest Substack article. End with a clear call-to-action (CTA) like "Read the full analysis [link to Substack]" or "Dive deeper into this topic [link to Substack]." 

Question-based posts: Pose a question related to your Substack's topic, encourage discussion, and then mention that you've explored this in depth on your Substack. (e.g., "What are your thoughts on [topic]? I recently shared my perspective on this in my latest Substack post – link in comments/bio.") 

Key insight posts: Share one significant insight or actionable tip from your Substack article as a standalone LinkedIn post. Then, offer the Substack link for the complete context or more tips. 

Repurpose content for LinkedIn's native formats: 

LinkedIn articles: You can publish a summarized or adapted version of your Substack article directly on LinkedIn as a LinkedIn Article. At the end, include a strong CTA to subscribe to your Substack for future, deeper content. This might perform better in LinkedIn's algorithm than direct external links. 

Carousels/documents: You could turn key learnings in your Substack post into visually appealing carousels. Each slide can highlight a different aspect, leading to a final slide with a CTA and your Substack link. 

LinkedIn newsletters: If you have access, start a LinkedIn Newsletter. This acts as an "on-platform" newsletter that can serve as a feeder for your Substack. Share snippets or summaries of your Substack content here, with a clear link and encouragement to subscribe to your main Substack. 

Engage and Build Relationships:  

Comment Strategically: When engaging in discussions on LinkedIn, if relevant, mention that you've explored a particular point in more detail on your Substack. Don't spam, but, rather, offer it as a valuable resource. 

Direct Messages (carefully): If you connect with someone who expresses strong interest in a topic you cover on Substack, a polite direct message suggesting your Substack as a resource can be effective. Avoid cold, unsolicited DMs. 

3. Where to Place Your Substack Link

LinkedIn's algorithm can sometimes ‘deprioritize’ posts with external links, as it prefers to keep users on its platform. Here's how to navigate this: 

In the first comment: Post your valuable content, then immediately add your Substack link in the first comment below your post. In your main post, let people know you’ve dropped a link in comments. This often performs better than dropping a link in the post itself. 

Add to your LinkedIn Profile: You can add your Substack link to your profile's Featured and Contact Info sections. When writing a post, you could direct people to: ‘Link in bio"’ or ‘See my profile for more’. 

Subtle in-post mentions: You could weave in a mention of your Substack within the post itself, but avoid making the entire post just a link dump. For example, something like: ‘I explore this further in my [Name of Substack]’ if you’re interested to read more.’ 

Consistency and Value are Key 

• Regular, valuable posts on LinkedIn will build your audience and increase the likelihood of them clicking through to your Substack. 

• Every LinkedIn post should offer something of value, even if it's just a snippet or a thought-provoking question. Don't make every post a blatant promotion. 

• Respond to comments on your LinkedIn posts. This builds community and keeps your content visible. 

• Pay attention to which types of LinkedIn posts drive the most traffic to your Substack. Use LinkedIn's analytics to understand what resonates with your audience. 

My own imperfect spin of the LinkedIn/Substack flywheel 

Personally, I try to split my time 50/50 between the two platforms. It’s too early to tell whether that’s a dumb move or about right. One thing I’ve noticed so far: I think I’m more open on Substack, because others are. There’s less of a face to keep in place. On the other hand, my main source of income comes from connections I’ve made on LinkedIn.  

Either way, the so-called flywheel does expand your reach, and, over time, helps you build trust with strangers, subscribers and connections.  

I’d love to know if you’re using this ‘method’ and what success you’re having with it if you’d care to share your experience in the comment section. 

How I can help you

Turning your LinkedIn Profile into a lead generating machine: Your LinkedIn Profile fix will show you how to optimize your LinkedIn Profile, so you boost your professional credibility, attract more leads and start booking calls and earning from your content.