Growth In Reverse Podcast: Episode Summary

Title: The Cross-Promo Playbook: Strategies That Actually Work (Without Wasting Time)
Hosts: Chenell Basilio and Dylan Redekop
Release Date: April 23, 2025

In this episode of the Growth In Reverse podcast, hosts Chenell Basilio and Dylan Redekop delve deep into the art of cross-promotions and collaborations as pivotal strategies for growing newsletter audiences. Drawing from their extensive experiences and real-world examples, they provide listeners with actionable insights, best practices, and cautionary tales to harness the true potential of cross-promo strategies without falling into common pitfalls.

1. Introduction to Cross-Promotions and Collaborations

Chenell kicks off the episode by highlighting the significance of collaborations in expanding email lists and building valuable relationships within and beyond one's niche. She emphasizes that cross-promotions are not limited to the creator economy but are beneficial across various industries.

Chenell (00:17): "If you love writing and you're good at writing, this is a really strong strategy."

Dylan echoes this sentiment, reflecting on his early strategies of reaching out for cross-promotions and acknowledging the rollercoaster of successes and failures that come with it.

Dylan (00:55): "One of the ways that I first started growing my newsletter back in the day was reaching out to people and trying to set up cross promotions."

2. The Necessity of Cross-Promotions Amidst Changing Social Media Algorithms

The hosts discuss the declining effectiveness of traditional social media platforms like Twitter and LinkedIn for organic growth due to evolving algorithms that limit reach. They argue that relying solely on these platforms can be unpredictable, making cross-promotions a more stable and controllable growth strategy.

Chenell (02:07): "Multiples have started tanking reach... it's getting more crowded."

Dylan (03:13): "Impressions have gone down... cross promotions and collaborations are much more important."

3. Types of Cross-Promotions and Collaborative Strategies

a. Newsletter Swaps

The most rudimentary form of cross-promotion involves mutually mentioning each other's newsletters within an issue. This method is low-effort and can be an effective starting point for those new to cross-promotions.

Chenell (04:50): "A cross promo in your mind is probably just a typical, like sort of a newsletter swap, mention swap."

Dylan (05:06): "Newsletter swaps are easy to set up, they're pretty low lift and they can work."

b. Dedicated Content

Beyond simple mentions, creating dedicated content pieces about each other's newsletters can significantly boost subscriber counts. An example discussed is the collaboration between Alex Garcia and Pat Walls, where Pat created a comprehensive video about Alex’s journey, garnering substantial views and new subscribers for Alex.

Chenell (08:17): "Alex Garcia wrote a deep dive on Pat Walls that resulted in 150,000 views."

c. Co-Created Content

Co-creating in-depth content, such as extensive articles or playbooks, can position both parties as authority figures in their respective niches. Maya Voye's collaboration with Akash Gupta is highlighted as a sterling example, where co-authored, lengthy pieces attracted significant new subscribers.

Chenell (25:05): "Co-created content, like Maya Voye's 10,000+ word articles, can be a scalable strategy if done correctly."

4. Case Studies and Real-World Examples

The hosts share numerous examples to illustrate effective cross-promo strategies:

• Pat Walls and Alex Garcia: Pat's in-depth video about Alex led to a surge in Alex's email subscribers.

• CJ Gustafson's Triple Stack Approach: CJ writes guest posts for SaaS companies, repurposing existing content to gain exposure. This method not only earns him sponsorship fees but also drives free and paid subscribers to his newsletter.

Chenell (31:35): "CJ charges $6-12k for a 4-pack of guest posts, leveraging his existing content to gain significant exposure."

5. Best Practices and Lessons Learned

a. Quality Over Quantity

Chenell emphasizes that the alignment and quality of the audience are more critical than the sheer size. A smaller, highly targeted audience can yield better results than a larger, misaligned one.

Chenell (17:26): "Size of the audience isn't as important as quality and alignment of the content."

b. Systematize the Process

Creating a system for cross-promotions can streamline the process, making it less daunting and more effective over time. This includes having templates, clear communication, and tracking mechanisms in place.

Dylan (24:09): "Once you have a system in place, cross promotions don't feel like they took hours to set up."

c. Tracking and Analytics

Effective tracking is paramount to measure the success of cross-promotions. Utilizing tools like UTM parameters in Google Analytics helps in attributing new subscribers to specific collaborations.

Chenell (35:45): "Set up UTM parameters to accurately track where your subscribers are coming from."

d. Persistence and Relationship Building

Even if initial cross-promotions don’t yield immediate results, building and maintaining relationships can lead to future successes. The act of collaborating itself opens doors to new opportunities.

Dylan (24:59): "Even if the collaboration doesn't go as expected, you've established a new connection that could lead to future opportunities."

6. Common Pitfalls and How to Avoid Them

a. Neglecting Quality Control

Chenell shares a personal anecdote where a failed cross-promotion taught her the importance of ensuring that promotional content is properly integrated and enticing enough to convert subscribers.

Chenell (20:10): "I did a cross promo with someone and got zero subscribers because my newsletter wasn't effectively promoted."

b. Overlooking Audience Alignment

Collaborating with an audience that isn’t aligned can lead to poor conversion rates. It’s essential to ensure that both parties’ audiences overlap in interests and needs.

7. Advanced Strategies for Cross-Promotions

a. Adjacent Industry Collaborations

Venturing into adjacent industries can tap into new audiences without overlapping too much. For instance, a woodworking newsletter collaborating with a 3D printing creator can cross-pollinate audiences effectively.

Chenell (14:27): "Collaborate with someone in an adjacent industry, like woodworking with 3D printing."

b. Multi-Platform Collaborations

Leveraging various platforms beyond newsletters, such as YouTube, podcasts, and social media, can diversify and amplify the reach of cross-promotions.

Dylan (10:46): "You can collaborate across different platforms like YouTube, TikTok, or Instagram to reach varied audiences."

8. Implementing a Successful Cross-Promo Strategy

Chenell introduces her upcoming course designed to guide listeners through setting up effective cross-promotions, emphasizing the importance of having a structured approach to avoid frustration and maximize results.

Chenell (40:34): "Building a system makes cross promotions easier and more effective."

Dylan concurs, highlighting the value of maintaining records and having pre-prepared promotional materials to streamline collaborations.

Dylan (41:24): "Keeping track of your cross-promotions in a spreadsheet or database makes your life a lot easier."

9. Final Tips and Recommendations

• Create Ready-to-Use Promotional Materials: Having pre-written blurbs and templates can reduce friction for collaborators, increasing the likelihood of successful promotions.

• Leverage Social Proof: Utilize testimonials and positive feedback from your audience to entice potential collaborators.

• Be Clear and Transparent: Clearly define the nature of the collaboration, ensuring both parties have aligned expectations regarding the promotion's prominence and format.

Dylan (45:12): "Be clear on what type of collaboration you're doing, whether it's a mention, a dedicated piece, or something more prominent."

10. Conclusion

Chenell and Dylan wrap up the episode by reiterating the power of cross-promotions and collaborations in growing newsletter audiences. They encourage listeners to approach these strategies with a structured plan, quality content, and a readiness to build meaningful relationships. The hosts also hint at future episodes where they will feature guests who have successfully implemented these strategies, providing even more insights and inspiration.

Dylan (47:22): "This was really valuable and interesting. A lot of people will get a lot of value out of it."

Chenell (47:39): "I'm excited to talk more about this and get some people on here who have done good collaborations and get their take."

Key Takeaways:

1. Quality Over Size: Prioritize collaborations with aligned and high-quality audiences over merely large ones.

2. Systematize Collaborations: Develop templates and tracking systems to streamline the cross-promo process.

3. Diverse Strategies: Explore various types of cross-promotions, including newsletter swaps, dedicated content, and co-created content across multiple platforms.

4. Effective Tracking: Implement tracking mechanisms like UTM parameters to measure the success of collaborations accurately.

5. Build Relationships: Even unsuccessful collaborations can lead to valuable connections for future growth opportunities.

6. Avoid Common Pitfalls: Ensure audience alignment and quality control to maximize the effectiveness of cross-promotions.

By adhering to these strategies and lessons, newsletter creators can effectively harness cross-promotions and collaborations to significantly grow their subscriber base and enhance their content's reach.