How to Use Substack and LinkedIn to amplify the voice and reach of your ethical business

Building an online presence is vital for most businesses in the ethical vegan space. It’s a way to spread your message, connect with local and global audiences, and find collaborators who share your values.

Two platforms that hold immense potential are Substack and LinkedIn. These platforms aren’t necessarily the ones that first come to mind when you think about how to grow your audience, but they each offer unique opportunities to connect with like-minded individuals, share valuable content, and build an ethically focused network.

In this guide, we will explore what Substack and LinkedIn are, best practices for using them, and how you can harness their potential to further your mission.

Part 1: Substack  – Amplifying your voice

We’ll be honest that Substack didn’t appear on our radar at Ethical Globe until recently, despite the fact that it launched in 2017.

It seems that our interest may reflect a wider trend towards the platform, which doubled its number of paid subscriptions between late 2021 and early 2023.

There may be several reasons for this. People want to feel that they retain control over their content and that they don’t have to fight the sea of ads or the demands of algorithms to reach their audience. There’s possibly some disillusionment towards the larger social networks too.

What is Substack?

Substack describes itself as “The subscription network for independent writers and creators.”

In simple terms, it’s a digital newsletter service where creators can distribute their content via the website, app, and/or email. There are four broad post types:

• Standard text-based posts
• Podcasts
• Discussion threads
• Videos

Text-based posts can be long-form (blogs) or there’s now a Notes feature for short-form content more akin to a Tweet or Facebook post. (In fact, the launch of Notes sparked what can only be described as a feud with Twitter (”X”) as the latter was accused of throttling links to Substack earlier in 2023!)

Substack now has more than 35 million active subscribers, of which around two million pay a subscription to read content from their favourite creators.

You can use Substack for free as a business as long as you’re creating free newsletters. If you want to start charging a subscription, you will pay a portion of the revenue (currently 10%) to Substack.

Why use Substack for your ethical business?

Marketers periodically proclaim that email marketing is dead, but rumours of its demise have been greatly exaggerated. Indeed, email marketing very much remains the ruler of all marketing channels, offering a 4,200% ROI!

It makes sense. Email subscribers are people who have actively said that they want to hear from you and given you their email address to keep in touch with them.

Substack offers a free way to grow your mailing list and send out regular newsletters to subscribers. It’s a highly cost-effective alternative to email marketing platforms such as ConvertKit or ActiveCampaign.

As an added benefit, you can create subscriptions to generate another stream of revenue for your ethical organisation.

It’s also a platform where people are looking for in-depth information and content that reflects their interests, and where they’re open to discussions and connecting with like-minded people.

If you want to inform people about an issue or cause, amplify your voice, or establish your organisation (or yourself) as a thought leader, then Substack might be the place to do it.

It’s very much seen as a platform inhabited by independent journalists, businesses and individuals who value editorial freedom to create high-quality content.

A downside of Substack – Editorial freedom can lead to misinformation and hate speech

While the intention to provide a platform for high-quality content and editorial freedom is laudable, Substack’s reputation has had something of a rollercoaster ride.

In 2022, for example, The Washington Post warned that conspiracy theorists banned from the major social media platforms were gravitating to Substack to share “controversial and often misleading perspectives” and misinformation.

A number of creators left the platform in 2021 due to the prominence of anti-trans voices (here writer Nathan Tankus talks about his exit from Substack), and there has been repeated criticism that the platform doesn’t do enough to moderate content.

The Washington Post article quotes Substack CEO Chris Best and his two co-founders as saying in a blog that putting up with “the presence of writers with whom we strongly disagree” is a “necessary precondition for creating more trust in the information ecosystem as a whole”.

There is a concern, they feel, that “the more that powerful institutions attempt to control what can and cannot be said in public, the more people there will be who are ready to create alternative narratives about what’s ‘true’, spurred by a belief that there’s a conspiracy to suppress important information.”

Arguably, all of the social media channels struggle with what is free speech versus what is hate speech and if or how to moderate content. There is very much a sense that Substack’s approach to moderation is evolving, but that it will always lean towards open discourse, which, for many people, is its appeal.

As users, we have to decide whether we want to use a platform with full awareness of its flaws or whether we want to look for an alternative.

The benefits of using Substack

To help you decide whether Substack is the right platform for your ethical business, let’s look at its pros and cons. We’ve covered some of these above, but let’s explore a bit further:

• Getting started is easy

Substack’s user-friendly interface makes it accessible to all, regardless of technical expertise. Simply click on the ‘Start writing’ option on Substack’s Home page and you’ll be prompted to complete a few quick steps, such as entering your email address, your name, creating a handle and mini-bio, and setting a URL for your Substack. This is where all of your posts and publications will sit.

• You have complete control of your content

Substack allows you to retain control of your content and is a cost-effective alternative to hosting a blog or using email marketing software.

• It has an engaging interface

It’s easy to add images, quotes, and formatting changes to posts, making them visually engaging. You can also bring your newsletter to life with audio notes, read-alouds (where you read aloud your written content to create an audio version) or full podcasts.

• Community building

Readers and writers can interact with each other on Substack, fostering a sense of community and engagement. As a flipside to the content controversies on the platform, there are content creators using it to drive positive change and amplify their voice about issues such as climate change, veganism, animal rights, and social justice movements.

• You can import your existing mailing list

If you’ve already started building your mailing list, you can quickly and easily import it into Substack instead of having to build a new audience from scratch.

• It has an in-built payment system

The in-built payment system means that it’s easy to set up subscription options on the platform and collect payments, as well as paying Substack their 10% fee for any revenue earned.

• You can create Publications

Substack has a feature where you can manage multiple newsletters and podcasts under the umbrella of a single publication. This is a great way to add more depth and value to your content, making it something for which people might be happier to pay a subscription.

Some potential downsides of Substack

Substack does have some downsides, which you will need to consider before deciding whether to include it in your marketing/communications strategy.

• Marketing is still required

While subscribers (free or paid) to your Substack are notified about new content, you’ll still need to actively market and promote your content to reach new readers. You’ll need to think about how you plan to do this. The platform is apparently working on improving the discoverability of new content from unknown writers, but there are limitations at the moment.

• Limited customisation

People often talk about Substack as an email marketing solution to grow your mailing list. While this is true to an extent, there are, again, limitations. The platform lacks the degree of customisation or personalisation offered by platforms such as ConvertKit or ActiveCampaign. You can’t segment your mailing list, for example, in order to send out targeted, highly specific campaigns.

• No automations or conditional content

Following on from the point above, Substack doesn’t enable you to automate an email sequence or use conditional content like you can with dedicated email marketing platforms.

• SEO challenges

If you read reviews comparing Substack to similar platforms such as Ghost, Beehiiv or Medium, one of the most common complaints is that Substack is nearer the back of the pack for search engine optimisation (SEO). The platform itself says significant improvements are being made all the time – this article gives some helpful SEO tips.

Substack alternatives

It’s worth noting that there are alternatives to Substack that you might also wish to explore. This article gives a helpful breakdown of the best options.

Getting the most out of Substack

If you do decide to publish content on Substack, here are some best practice tips:

• Consistency is key

You should aim to regularly publish engaging and informative content to keep your subscribers engaged. Consider one post a week – Substack says that’s the benchmark.

The good news is that your weekly post doesn’t have to be an in-depth blog article.

You could post a link roundup of notable reads, videos and listens you’ve found online (this is the approach we currently take with the Ethical Globe Substack).

Other content ideas include a photo digest, Q&A sessions, Notes, voice notes, voiceovers, a podcast or a vlog. Substack has some great ideas here.

• Always go for quality over quantity

Focus on delivering high-quality, original content. Share stories about your ethical journey, industry insights, campaigns you’re involved with, or the latest sustainable products, for example.

As an ethical business, you might want to highlight ethical issues and practices, discuss the impact of ethical choices on the environment and society, or show how you are collaborating with like-minded ethical businesses.

• Engage with your subscribers

Interact with your audience by responding to comments and messages. Building a strong connection with your subscribers is essential as it will keep them interested in your fresh content and more likely to share your message with their networks.

• Offer a free tier

We recommend providing free content alongside your premium subscription options. New readers won’t know and trust your content yet, let alone be willing to pay for it, so the free content should give them enough value that they eventually feel confident about subscribing.

In this way, you can balance the need to attract a wider audience with monetising your expertise.

• Promote your Substack on social media

As we mentioned earlier in this article, you will need to market your Substack in order to build your audience. Use platforms like LinkedIn, Instagram, Facebook, and Twitter to promote your newsletter. Cross-promotion can help attract new subscribers.

Part 2: LinkedIn – Building your network

What is LinkedIn?

LinkedIn is not just another social media platform; it’s the world’s largest professional network, with over 900 million users. It offers an online space where professionals and the businesses and organisations they represent can connect, share insights, and build meaningful relationships.

For an ethical business, LinkedIn’s features can be particularly advantageous in furthering your mission. Here are some key features and their benefits:

1. Profiles and headlines

LinkedIn allows you to create a professional profile that showcases your ethical vegan business and mission. Your profile headline is an opportunity to concisely communicate your values, which can attract like-minded individuals (it’s also great from an SEO perspective and getting your profile found).

Your LinkedIn profile acts as a digital business card, giving potential partners, customers, and collaborators a clear understanding of your ethical initiatives.

2. Content Sharing

Much like the feeds on different social media channels, LinkedIn provides a space to share content in various formats, including text posts, images, videos, and articles. This feature is excellent for disseminating information related to your ethical business.

If you’re new to LinkedIn, you may need to post fairly regularly (once a day, Monday to Friday) to build your presence, but these posts can be short text-only comments (a bit like Tweets or Substack Notes), photos, infographics, slides or videos.

Alternatively, you could dive straight in with long-form articles, newsletters, or launching a podcast on the LinkedIn podcast network.

As on Substack, people can subscribe to newsletters they want to read or podcasts they want to listen to, so they’re always in the loop when you publish a new edition.

3. Groups and communities

LinkedIn has numerous groups and communities centred around various industries and interests. You can join groups related to veganism or animal freedom, for example, or create your own to drive the conversation.

Being an active member of groups and communities can connect you with a niche audience, facilitating valuable discussions and collaborations. If you create your own group, you can set the visibility and entry criteria according to who you want to reach.

4. Connections and networking

LinkedIn is all about building a professional network. It embodies the six degrees of separation theory, the idea that every person on the planet is six or fewer social connections away from any other person. Therefore, the larger your network, the more chances you have to connect with people who can help you to achieve your goals.

Using the platform, you can connect with potential partners, suppliers, and customers.

Expanding your network means more opportunities to promote your ethical products or purpose, collaborate with like-minded individuals, and amplify your message.

5. LinkedIn Articles

This feature is where Substack and LinkedIn share the most common ground. Like Substack, LinkedIn allows you to publish long-form articles, providing an opportunity to share in-depth insights, success stories, and expert opinions. This can establish you as a thought leader in the ethical sphere, attracting an engaged and informed audience.

6. Job postings

Your business or organisation requires talented individuals to thrive. LinkedIn’s job posting feature can help you find employees who align with your mission.

7. Analytics

LinkedIn provides valuable analytics about your posts and profile performance. You can track the reach and engagement of your content.

Data-driven insights can help you refine your content strategy and understand what resonates with your audience.

8. Company pages

You can create a dedicated company page for your ethical business, providing a centralised hub for showcasing your mission, values, and achievements. A company page acts as a digital storefront, giving visitors a comprehensive view of your ethical initiatives.

9. Messaging

LinkedIn’s messaging feature allows you to connect directly with professionals, fostering one-on-one relationships, meaningful collaborations, partnerships, discussions and business opportunities.

10. Recommendations

LinkedIn enables you to request and provide recommendations. Positive recommendations from clients and partners can enhance your credibility. You can also gain trust and reputation by showcasing the positive impact you’ve had on others through recommendations.

Best practices for LinkedIn

As you can see, there are many different ways that you can use LinkedIn to support and develop your ethical organisation. While it lacks the email marketing capabilities of Substack, it offers a host of opportunities to build your network and build trust and authority in your sector.

The tips below should help you make the most of the platform:

• Optimise your profile

If you’re new to LinkedIn, your priority should be to create a compelling profile that highlights your business, mission, and achievements. Use a professional headshot and a clear, engaging headline.

If you’ve been on LinkedIn for a while, when was the last time that you reviewed your profile? You may find that it needs refreshing to reflect your current and future goals.

• Share valuable content

Regularly post content related to your ethical business. Depending on what you offer or who your audience is, this could include sustainability tips, ethical practices, current affairs, campaigns, and success stories. Use visuals like images and videos to make your posts stand out.

• Engage in conversations

Join relevant LinkedIn groups, participate in discussions, and comment on posts from influencers in the vegan space. This will increase your visibility and credibility.

Although LinkedIn isn’t strictly a social media platform, it’s still advisable to participate in discussions from a position of wanting to contribute rather than what you stand to gain. People want to engage in genuine conversations and to feel seen and heard rather than used for their connections!

• Connect and network

You can send connection requests to professionals with whom you want to connect. LinkedIn is, in part, a professional network so people expect to be contacted.

We’d always recommend personalising your invitations and being open about why you’re getting in touch. This is a great way to start meaningful conversations, whereas a template connection request can put people off.

If you know someone who can introduce you to a particular new contact, you could always ask them to make the introduction. As well as thinking about what you stand to gain for a new connection, identify what value you bring for them too.

Here’s a great article about how to send LinkedIn connection requests that get accepted.

• Utilise LinkedIn articles

We’ve been talking a lot about the power of long-form articles in this blog. The Articles feature on LinkedIn is another powerful avenue to showcase your expertise and provide in-depth insights into ethical issues and your business.

If you publish a regular blog, one option is to republish your articles on LinkedIn (this is called content syndication). People often worry that Google will penalise them for producing duplicate content. However, if you include a link in the LinkedIn version of the article back to the original article on your website, this should be fine.

Should you use Substack and LinkedIn?

Many businesses decide to build a presence on Substack, LinkedIn and other social media channels, as each platform offers distinct features and opportunities to reach new audience members.

Of course, whether you’re able to do this will come down to your available time, budget and resources.

The good news is that all of the platforms offer free features that can still offer great value to your business.

If you decide to use both Substack and LinkedIn, there is the opportunity to cross-promote your content and maximise your visibility.

You could identify like-minded individuals on LinkedIn and invite them to contribute to your Substack newsletter, creating a network effect.

In addition, referring to LinkedIn’s Analytics and Substack’s subscriber insights can help you to refine your content and engagement strategies.

If you’re striving to build a community associated with your organisation, you could connect members on LinkedIn and then invite them to join a dedicated group, as well as share your Substack content within the community.

Ultimately, Substack and LinkedIn both offer powerful tools for ethical businesses to share information and grow their networks. By embracing the strengths of each platform, you can amplify your impact and further your mission toward a more ethical and sustainable world.

You can find Ethical Globe on Substack at: https://ethicalglobe.substack.com/ or connect with us on LinkedIn at: https://www.linkedin.com/company/ethical-globe/