There’s a lot of hype around the wonders that LinkedIn can do for you and your business. LinkedIn is now the largest professional network on the internet, so it’s safe to say that it’s a pretty big deal.
Today, LinkedIn is used to find jobs, maintain professional relationships, and publish articles. With over 830 million individuals using the platform today, there’s a lot of opportunity to get more eyes on your page.
If you’re on the platform yourself, you may have started to notice an increase in requests to follow people’s newsletters. In March 2022, LinkedIn launched the feature for people to create their own newsletters on the platform. Since then, lots of companies have been jumping on the bandwagon to create their own.
In this blog, we’ll dive into what a LinkedIn newsletter is, how to create one, and why having one can benefit your business.
What is a LinkedIn newsletter?
A LinkedIn newsletter is essentially just as it sounds, a newsletter on LinkedIn. Think email newsletter, but instead of sending your monthly newsletter via email, you’re sending it to your LinkedIn audience. If your business already utilizes an email newsletter as part of your marketing strategy, think of a LinkedIn newsletter as an extension of this strategy. You can even repurpose some of the content from your monthly email newsletter by adding it to your LinkedIn newsletter.
The LinkedIn newsletter feature lets you create and publish articles to your own LinkedIn page. Both individual pages and business page admins can create newsletters. You’ll have the option to post daily, weekly, bi-weekly, and monthly, with the max being publishing once every 24-hours. We’d suggest starting with a monthly newsletter first.
A newsletter is very similar to an article on LinkedIn, but when you create a newsletter, people can start to subscribe to it. Plus, the best thing is that once they subscribe, they’ll be notified each time you publish a new LinkedIn newsletter. If people start to see your newsletter as valuable, they may even tell their friends to subscribe as well, increasing the number of eyes that see your newsletter.
How to create a LinkedIn newsletter
Let’s start with the basics, in order to be able to create a monthly newsletter for your business on LinkedIn, you need to have access to do so. While individuals and pages can both create newsletters, not everyone is granted access. In fact, LinkedIn has criteria that must be met in order to deem you worthy of access. To find out if you do have access, make sure creator mode is on and see if you can access creator tools needed to build a LinkedIn newsletter.
If you have the green light to create a monthly newsletter for your business page, there are a couple quick instructions to follow:
First, you’ll want to access the Admin View of your page. Then, you should be able to navigate to “write an article” which is located below “start a post”. You’ll then have the option to create a newsletter.
Now it’s time for the fun part, customizing your newsletter. Do some brainstorming to come up with a catchy title that viewers can start to associate with your brand. You’ll also be able to input a description, headline, and logo. Most importantly, you’re going to want to have a call to action. This will encourage viewers to take the next step towards purchasing from you. Get creative with it, but remember this is LinkedIn, so keep it professional.
How a LinkedIn newsletter will help your business
Raise brand awareness - Brand awareness is crucial for the success of your business. Think about brands such as Amazon and Meta - you wouldn't know who they were without brand awareness. While there are different strategies that can help raise brand awareness, creating a LinkedIn newsletter is a great way to do this.
The goal is simple, people need to know who you are before they purchase your product or service, right? Creating a monthly newsletter that offers value will put your content in front of the right people, both new and existing customers. If you have LinkedIn connections who are members of your target audience, chances are they may have connections who fall into that audience as well. So, whenever they like, share, or comment on your newsletter, their connections are likely to see it as well, leading to more brand awareness.
Boost your credibility - When people start to see your business as more credible and reliable, it positions you as a thought leader. This will increase people’s trust in you and lead them to be more likely to purchase from you. With a LinkedIn newsletter you have the opportunity to create and include content that people view as valuable. Putting out a monthly newsletter will also establish consistency. When potential customers are intrigued and informed by your newsletter content each month, they’ll start to turn to your brand as the expert.
Improve engagement - When people feel a connection to your business, they’ll be more likely to engage with your content. Take advantage of your connections when creating your newsletter by sending them a request to subscribe. Not everyone is going to want to subscribe, and that’s totally okay. Sometimes quality outweighs quantity - the same can be the case when it comes to newsletter subscribers. After all, you’d rather someone subscribe with the intention of reading your newsletter each month, not subscribing knowing they won’t actually read it.
Subscribers that value your newsletter content might look towards your other posts to engage with as well. Greater engagement can equal more eyes on your content. Think about how many new potential customers could get eyes on your brand!
Increase leads - It’s likely that a goal for your business is to increase leads. Even if it’s not a stated goal, any company is going to want more leads. When you create a monthly newsletter on LinkedIn, you’re more likely to boost the number of leads you attract. In fact, according to HubSpot, LinkedIn is the best social network for lead generation, 277% more effective than Facebook or Instagram. How crazy is that statistic? Knowing this, we’ll let you decide whether you think your business should utilize a LinkedIn newsletter to increase leads.
Creating a LinkedIn newsletter will also enable you to grow and nurture your community as a whole. Sharing your expertise on the platform has the potential to build positive change for your business.
LinkedIn is a great tool for B2B and the utilization of creating a newsletter on the platform only makes the benefits of using the platform that much greater. Now that you know more about what a LinkedIn newsletter is and how it can benefit your business, it’s time to start brainstorming for your LinkedIn newsletter. If you’re looking for some assistance to enhance your LinkedIn strategy, set up a discovery call with us today!