Q2 • 2022


INSIGHTS


If you’re a LinkedIn user, chances are you’ve received notification of a LinkedIn newsletter produced by at least one of your contacts on the social media channel. According to marketing guru Jens Polomski, as of February 2022 more than 11,700 such newsletters existed. There are numerous reasons to consider launching a newsletter of your own either for yourself or for your company, not least of which being that LinkedIn members can easily subscribe to your newsletter and be notified automatically when you publish through push, in-app, and email notifications. You’ll also get real-time feedback and comments from your readers and be able to understand how your content is doing with analytics.


Yea or Nay? Privacy regulations, among other factors, have made it increasingly difficult for businesses to build email subscriber lists. A LinkedIn newsletter can help you stay in touch with a prequalified audience of existing business contacts as well as reach others on the platform interested in your content. “More and more business users are turning to LinkedIn for


NEWS | REVIEWS | IDEAS | OPINION |


LinkedIn Newsletters: LINKEDIN TOOLS »


tailored industry content that responds exactly to their niche segment because it is being shared and created by their specialist network,” says Josephine Ornago, owner of OutspokenPR. Pushing content on a regular basis to subscribers allows you to be more proactive than posting an article on your LinkedIn feed and hoping someone scrolling stops to read it. Even if subscribers don’t take the time to read every edition of your newsletter, having your name and brand pop up in their feed regularly reminds them of your existence. And by providing relevant content, you’re creating and reaffirming your reputation as an expert, a thought leader, and a go-to source in your field. While the term newsletter can sound daunting, each edition is basically one article. If you already produce a blog, you can simply repurpose posts into newsletter editions. And LinkedIn makes the actual generation of the newsletters simple: you don’t need to worry about designing templates or managing


or


subscriber lists. You must, however, commit to regularly creating content. Promising weekly content only to run out of things to say within a month can more than negate any goodwill the newsletter had previously generated.


Defining the Prize Before going ahead with a LinkedIn newsletter, consider exactly what you want to achieve. Rather than a broad objective of “increasing revenue,” consider something like “providing advice on property trends to educate potential investors on the marketplace as well as on our expertise.” By keeping its focus narrow, one of Ornago’s clients, a fintech start-up, managed to far exceed its goals. The company “wanted to gain a stronger footing with venture capital companies,” Ornago says. “Though they are not fundraising now, they felt the need to build an ongoing nurture funnel to help them communicate in a consistent way with VCs


Tips for Launching a LinkedIn Newsletter Before you take the LinkedIn newsletter plunge, consider this advice:


Editorial calendar first — ditorial calendar first —


Create an editorial calendar before determining frequency. You might feel that a weekly newsletter is ideal for engaging with your audience. But be sure you have enough relevant content to maintain that schedule. Not only should you plan your newsletter content for at least several months out, but


you should also have at least a few articles written before you launch. If in doubt, opt for a lower frequency—every other week rather than weekly, for instance.


The name game — Give your newsletter a name that’s both catchy and informational. Yes, that’s easier said than done. For inspiration and to see what


The name game —


others are doing, scroll through LinkedIn’s newsletter directory at linkedin.com/directory/ newsletters. All listed names are active links to the actual newsletters.


IncIncorporate images — orporate images — You


definitely want to add a logo and a cover photo, but consider incorporating relevant, high- quality imagery within the


text as well. You don’t want to present readers with the dreaded wall of words (the recommended logo size is 300 x 300 pixels).


End each edition with a call tl to action —


End each edition with a ca l


action — Marketing


expert Neil Patel suggests wrapping up each article by asking subscribers to comment, share, or read a related article


or blog post. Embed links to make it easy (and feel free to incorporate relevant links throughout the text as well).


Vary the format — ary the format — Consider


replacing your typical tips-based articles with a poll in one issue or a video in another. “Mixing it up a bit with different types of content and proof points such as links, other social media


Yea


Nay?


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