LinkedIn Newsletters Unveiled

Have you heard about LinkedIn Newsletters?

You probably have — it’s not unusual to get a subscription request in your LinkedIn inbox asking you to join one every now and then. You’ve probably brushed it off and forgotten about it, or maybe you thought it sounded interesting but weren’t really sure what that meant, what it was, and how it was going to follow you around.

In this article, I’ll break down LinkedIn Newsletters for you: I’ll unveil all their (not-so-secret) secrets and discover how to best leverage them to further your thought leadership on LinkedIn.

LinkedIn Newsletters 101

The concept of LinkedIn Newsletters is pretty simple: this feature allows users to publish regular articles on a specific theme or topic, directly reaching their subscribers' inboxes on LinkedIn.

LinkedIn Newsletters offer a unique opportunity to establish thought leadership, deepen professional relationships, and organically expand your reach as a company or as an individual within the professional community. 

LinkedIn Newsletters capitalize on the platform's professional user base, offering a direct channel to share thought leadership, industry insights, and company updates. Unlike standalone posts or articles, newsletters allow for the cultivation of a regular readership, which creates a sense of community among professionals with shared interests and keeps one’s audience loosely engaged over longer periods of time. The appeal lies in their ability to establish credibility, enhance visibility, and drive meaningful engagement within the LinkedIn ecosystem.

Setting up your LinkedIn Newsletter

Initially, LinkedIn made the newsletter feature available to users with a certain level of activity or followership. It’s rolling out more broadly, so check your LinkedIn page for the ability to create a newsletter under the "Write an Article" section on your home feed.

• Choosing your focus. The most engaging newsletters have a clear, consistent theme. Whether it's industry trends, career advice, or insights into marketing strategies, select a focus that aligns with your expertise and interests. This consistency helps attract and retain subscribers who are genuinely interested in your content.
  
  
• Naming your series. The title of your newsletter should be both captivating and descriptive, giving potential subscribers a clear idea of what to expect. A compelling title can be the difference between someone subscribing or scrolling past.
  
  
• Frequency. Consider how often you can realistically publish without sacrificing content quality. Whether it's weekly, biweekly, or monthly, maintaining a regular schedule builds anticipation and keeps your audience engaged. 

Best practices to step up your LinkedIn Newsletter 

The content of your newsletter is where you can truly shine and offer value to your subscribers. People nowadays are exposed (and even subscribed) to so many content feeds and sources that if you want to be heard, you have to speak louder than the crowd.

• Provide value. Every piece of content should offer something valuable to your readers, whether it's actionable insights, in-depth analysis, or personal stories that resonate with professional experiences. The goal is to leave your readers feeling enriched and looking forward to the next issue.
  
  
• Engage visually. Incorporate relevant images, videos, or infographics to break up text and add visual interest. Visual elements help illustrate points more effectively, improve readability, and increase the overall engagement of your newsletter.
  
  
• Interactive elements. Encourage interaction by posing questions, inviting feedback, or including polls. This not only increases engagement but also gives you valuable insights into your audience's preferences and interests.
  
  
• Optimize for readability. Use subheadings, bullet points, and short paragraphs to make your content easy to scan. Busy professionals appreciate content that respects their time and is accessible even during a quick break.

Maximize the promotion of your LinkedIn Newsletter

Creating great content is just the first step; promoting your newsletter is key to growing your subscriber base. It goes without saying that leveraging your network is the first thing to do when you want to reach like-minded people with your content. Share your newsletter on your LinkedIn feed, invite connections to subscribe, and share it with their own networks. 

Personal messages to close connections asking them to check out your newsletter can also be effective: your connections are also likely to be connected to people who will also be interested in your content, and spreading the word about it might help you snatch away more followers.

Depending on your social media presence on LinkedIn and other platforms, cross-promotion might turn out to be extremely successful, whether it’s a company blog, industry-relevant groups, your own company profile on other platforms, or even those of close collaborators of yours, using those channels to promote your LinkedIn Newsletter can help you reach a wider and possibly undiscovered audience.

Don’t forget to use the analytics tools that LinkedIn itself provides. There, you can see how many views, likes, and comments each issue receives. Use this data to refine your content strategy, focusing on topics and formats that resonate most with your audience.

By focusing on creating valuable, engaging content and optimizing your LinkedIn company page, you can significantly enhance your brand's presence on the platform. Remember, the key to a successful newsletter lies in the value it provides to your readers—insight, inspiration, and interaction. As you consistently deliver on these fronts, you'll not only grow your subscriber base but also cement your position as a trusted voice in your industry.

Incorporating best practices for content creation, promotion, and continuous improvement ensures that your LinkedIn Newsletter becomes a cornerstone of your digital marketing strategy and a powerful tool for professional growth and brand visibility. As the digital landscape continues to evolve, staying ahead by embracing innovative platforms like LinkedIn Newsletters will ensure your message resonates with the right audience, at the right time, in the right way.