From crafting compelling content to analyzing performance, this guide covers everything you need to succeed with LinkedIn newsletters.
LinkedIn newsletters are a new way of sharing expert insights with your followers and generating quality leads for your business. In fact, LinkedIn’s internal data shows that close to 30 million members had subscribed to at least one newsletter in less than six months of the feature going live.
The statistics show that LinkedIn users prefer the newsletter format, especially when looking for industry-related topics.
Looking to start your LinkedIn newsletter?
This article outlines LinkedIn newsletter best practices to help you curate engaging content for your target readers. Also, we’ll highlight practical tips for growing your LinkedIn audience and common pitfalls to avoid.
Once you have created your first LinkedIn newsletter, promote it across various platforms to reach a wider audience.
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What is a LinkedIn Newsletter?
The LinkedIn Newsletter feature lets you organize articles into editions and share them with your followers. As the newsletter author, you get to cover topics you are an expert at or that interest you.
Additionally, LinkedIn gives you autonomy over the newsletter’s design and content. You can also choose whether to publish your newsletter daily, weekly, biweekly, or monthly.
How Do LinkedIn Newsletters Work?
LinkedIn newsletters work similarly to periodic journals. Or even more closely, an email newsletter.
Here’s a simple breakdown of the process:
- The first step is creating a LinkedIn newsletter with a title, description, and logo.
- Next, create content around a topic you are interested in or are an expert on. We recommend limiting a newsletter to a specific topic or theme to help you build a niche community.
- Finally, publish your newsletter and interact with readers in the comment section to boost engagement rates.
- Readers who find your content relevant can subscribe to your newsletter to receive notifications whenever you publish new posts.
Key Benefits of a Well-Optimized Newsletter
A good newsletter can help you grow your brand within and outside the LinkedIn platform.
Let’s outline some of the essential advantages of a well-optimized LinkedIn newsletter:
- Effective LinkedIn SEO: A thoroughly optimized newsletter is likely to get significant engagement. LinkedIn’s algorithm favors posts with high engagement rates, increasing your LinkedIn impressions in the long run.
- Authority Building: Sharing high-quality LinkedIn newsletters helps you establish yourself as a trusted industry news source over time.
- Generating Traffic to External Website: Incorporating relevant external links in your LinkedIn newsletters can help drive traffic to your website, personal blog, and social media.
- Lead Generation and Conversion: Inserting call-to-action (CTA) statements in your LinkedIn newsletters could help you attract potential clients by promoting lead magnets like templates, ebooks, and white papers.
- Community Building: A well-organized, value-filled newsletter creates opportunities for meaningful interactions in the comment section.
LinkedIn Newsletter Best Practices
LinkedIn newsletters can help you grow your brand and become a thought leader in your niche. However, to achieve this, you must implement some best practices that ensure your LinkedIn newsletter caters to your readers’ interests.
Below are proven methods to help you create a winning LinkedIn newsletter:
1. Identify Your Preferred Audience
Who is your ideal reader persona? This is among the most essential questions to answer when creating a LinkedIn newsletter.
By defining your target audience, you can determine the type of content that resonates with them. Remember that not all your followers will be your ideal audience, especially when covering technical topics.
2. Choose a Theme for Your Newsletter
Select a unique theme for your LinkedIn newsletter to differentiate it from other publications in your niche.
Start by picking a title that tells readers what your newsletter is about. Ensure the title is distinctive and memorable for searchability. Lastly, upload a custom logo that will appear on your newsletters.
3. Publish Reader-Friendly Content
Organize the content into short paragraphs. Leave white spaces between paragraphs to enhance readability.
Also, use a conversational tone and storytelling elements to make the content relatable to your readers.
4. Include Relevant Images in Your Content
Add images and graphs to your LinkedIn content to capture readers’ attention. Additionally, include infographics to summarize studies or provide context to your discussion.
Though we recommend displaying visual media in your newsletter, we often discourage adding video links. LinkedIn newsletters do not support videos, so any links will open on a different tab or direct readers away from your article.
5. Insert CTA Statements into the Content
Add a compelling CTA statement, preferably at the end of your LinkedIn newsletter. This is an opportunity to request readers to subscribe to your newsletter or sign up for a free demo.
Alternatively, you could offer a free resource in exchange for readers sharing their contact information to help you build a mailing list.
6. Implement SEO Best Practices
Unlike standard LinkedIn posts, search engines index your newsletters and articles. As such, incorporate relevant keywords and images with alt texts so your LinkedIn newsletters rank higher on search engine results pages.
Also, adding industry-related keywords and LinkedIn hashtags boosts your newsletter’s searchability and discoverability on the platform. It also shows that you are updated on industry trends, encouraging readers to engage with your content.
Tips to Grow Your LinkedIn Newsletter Audience
Besides creating an optimized LinkedIn newsletter, you should implement additional best practices to gain subscribers.
Here are some effective cheat codes for building your newsletter audience on LinkedIn:
- Optimize Your LinkedIn Profile: Use a high-quality picture to make your profile discoverable. Also, showcase your educational and professional background, certifications, and featured projects to build credibility.
- Offer Value to Your Audience: Share original, well-researched content that resonates with your readers. You can raise thought-provoking questions that challenge the status quo to get the audience excited about subsequent newsletter editions.
- Gather Audience Feedback: Run LinkedIn polls to assess the type of content your readers prefer. Alternatively, you could use the LinkedIn Live video feature to host a Q&A session with your audience and gather insight about their content expectations.
- Post Content Regularly: Create a schedule for publishing your LinkedIn newsletter, which could be daily, weekly, fortnightly, or monthly.
- Engage with Your Audience: Hold meaningful discussions with your readers in the comment section. Invite them to question your perspective or analysis and offer counter-arguments. Such interactions help you grow a close-knit community for your brand.
- Promote Your Newsletter on External Platforms: Share links to your LinkedIn newsletter on your social media profiles. Additionally, consider starting a personal blog or a business website where you can embed your LinkedIn newsletter and direct traffic to your profile.
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How to Use LinkedIn Newsletter Analytics Effectively
As with other types of LinkedIn content, it is advisable to monitor your newsletter analytics for insights on refining your strategy.
This section outlines essential best practices for measuring your LinkedIn newsletter performance:
- Set Clear Objectives for the Newsletter: Establish what you want to achieve with your LinkedIn newsletter, such as establishing authority or building a community for your brand.
- Identify Essential Metrics: The objectives you set for your newsletter should help you determine which metrics you should consider. For example, if looking to build a community, you might want to monitor the number of new followers and your newsletter’s engagement rate.
- Analyze Audience Demographics: Group your followers and readers based on shared attributes like job roles, industries, location, and achievements. Use the analytics to refine your LinkedIn newsletter, such as the topics you cover and how you organize the content to maximize engagement.
- Optimize Your Publishing Schedule: Monitor how your LinkedIn newsletter performs based on publishing frequency and timing. For example, you might notice that publishing your newsletter on specific days or hours generates the most engagement.
Frequently Asked Questions (FAQs)
Got additional questions? This section answers commonly asked questions about LinkedIn newsletters:
Is It Worth Having a LinkedIn Newsletter?
Yes. It is worth having a LinkedIn newsletter for the following reasons:
- Sharing insightful commentary on industry trends helps you establish authority in your niche.
- LinkedIn’s algorithm suggests the newsletter to members with similar interests, helping you unlock new audiences.
- LinkedIn newsletters are effective for building a community around your brand.
Are LinkedIn Newsletters Good for SEO?
Yes. LinkedIn newsletters are good for SEO.
Implementing SEO best practices, such as incorporating relevant keywords and feature images into your content, helps your newsletter rank on search engines.
How Can I Convert Newsletter Subscribers Into Leads?
The best way to convert your LinkedIn newsletter subscribers into leads is by inserting compelling CTAs in your content.
For example, you could provide a signup link that readers can use to access a lead magnet, such as a free template or SOP.
What Are the Best Days and Times to Publish a Newsletter?
According to CoSchedule, the best days to publish a newsletter on LinkedIn are Tuesday, Wednesday, and Thursday at 12:00 PM, 10:00 AM, or 1:00 AM.
Conclusion
LinkedIn newsletters are great for growing a community and establishing authority in your niche. You can publish a daily, weekly, biweekly, or monthly newsletter sharing expert commentary on trending industry topics.
Remember to embed your LinkedIn newsletters on your website to direct visitors to your page.
Use our SociableKIT widget to streamline the embedding process. It provides a built-in embed code generator, which produces the script you’ll paste into your website. Also, the widget auto-updates so new publications will reflect on the feed.
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