How to Use LinkedIn Newsletters: A Guide for Businesses
Social Media Marketing Podcast
Deep Dive
Why are LinkedIn newsletters considered a competitive advantage for marketers?
LinkedIn newsletters offer a built-in subscriber list from the start, leveraging existing connections and followers. With over 500,000 members already subscribing to newsletters and only about 100,000 active newsletters on the platform, marketers have a unique opportunity to reach a niche audience with minimal competition. Additionally, LinkedIn’s domain authority and encouragement of content creation provide credibility and increased visibility.
What is the key difference between a LinkedIn article and a LinkedIn newsletter?
A LinkedIn newsletter is a hybrid between a traditional email newsletter and a blog post, combining the distribution power of newsletters with the format of articles. While anyone can create an article on LinkedIn, a newsletter comes with enhanced distribution, pushing content to subscribers’ email inboxes, newsfeeds, and notifications. This triple push increases reach and engagement compared to standalone articles.
What are the benefits of creating a LinkedIn newsletter on a company page versus a personal profile?
Creating a LinkedIn newsletter on a company page allows for team collaboration, as multiple people can manage and contribute to the content. It also avoids overwhelming a personal profile’s audience with frequent updates. Company pages can handle daily newsletters effectively, whereas personal profiles are better suited for weekly, biweekly, or monthly updates to maintain a balanced presence.
How can businesses grow their LinkedIn newsletter subscribers?
Businesses can grow subscribers by leveraging their existing LinkedIn connections and followers, who are automatically invited to subscribe when a newsletter is launched. Additionally, featuring the newsletter in the profile’s featured section provides a live subscribe button. Off-platform promotion, such as linking the newsletter in Instagram bios or email signatures, can also drive traffic and subscriptions.
What are the limitations of LinkedIn newsletters in terms of email deliverability?
LinkedIn newsletters have limitations in email deliverability, particularly with longer content. LinkedIn may cut off the newsletter in the email, prompting readers to click through to the platform to continue reading. While this reduces the ability to track email opens and clicks, it encourages engagement on LinkedIn, increasing social proof and potential business conversions.
How can businesses effectively promote products or services within a LinkedIn newsletter?
Businesses should use visual elements like clickable images or GIFs to promote products or services within a LinkedIn newsletter. Highlighting one or two key calls to action, such as event tickets or booking links, ensures clarity and increases the likelihood of conversions. Embedding videos or interactive content can also enhance engagement and drive traffic to desired actions.
What is the role of comments in LinkedIn newsletters, and how are they displayed?
Comments in LinkedIn newsletters are a key driver of engagement and conversation. LinkedIn now positions comments next to the article content, making it easier for readers to engage without scrolling. This live interaction enhances the reader experience and encourages more meaningful conversations around the content.
What are the publishing frequency options for LinkedIn newsletters?
LinkedIn newsletters can be published daily, weekly, biweekly, or monthly. For personal profiles, weekly, biweekly, or monthly frequencies are recommended to avoid overwhelming the audience. Daily newsletters are more suitable for company pages, especially when there is a team managing the content and a niche audience eager for frequent updates.
- Built-in subscriber list from existing connections and followers
- Large existing audience of newsletter readers on LinkedIn
- Lower competition compared to other platforms
- LinkedIn's support for newsletter success
- Social Media Examiner's successful experience with LinkedIn newsletters
Shownotes Transcript