The benefits of LinkedIn newsletters
Written by Emma King
In March of 2022 LinkedIn newsletters were launched. They’re a way for followers to get insights from brands straight into their notifications – without relying on the algorithm (seeing it in their feeds). Let’s take a closer look at how you can use LinkedIn newsletters to increase brand awareness and generate business opportunities.
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What are the benefits of LinkedIn newsletters?
The LinkedIn newsletter has become one of the platform’s most effective tools for companies looking to strengthen their voice, grow their audience and build meaningful relationships.
You build your brand organically
One of the greatest advantages of LinkedIn newsletters is the ability to control and reinforce brand messaging over time. Unlike individual posts that can be easily missed in a busy feed, newsletters are subscription-based. When someone subscribes, they are actively choosing to hear from your brand on a regular basis.
You have the ability to see who has subscribed, which means you can then personally connect with them and invite them to follow your business page once connected. As subscribers engage with newsletter content, it helps the algorithm (boosting visibility in feeds due to higher engagement), increasing organic reach and discoverability.
You can utilise your connections networks
Another other great feature is that when you publish a newsletter, it automatically creates a LinkedIn post to promote it and gives you the option to tailor the copy. This means you can tag anyone who might be featured in the newsletter itself, and they can then share that on and expand the audience reach and engagement.
Customers have direct brand interactions
Each article allows for comments, reactions and sharing, encouraging interaction and discussion among readers. Over time, this builds a sense of connection, where readers feel connected to your business and get to know more about you. For businesses, this community aspect is invaluable in creating loyalty and long-term engagement.
Topics you previously wrote about can be found if the subject or keywords are trending. This can lead to ‘random’ spikes in engagement on past newsletters. When this happens, you can take the opportunity to create a new edition or reshare your old article with some tweaks.
You can integrate videos
LinkedIn now allows you to add video into your newsletter articles making them more interactive. You can also add pictures, an email banner and links to other pages.
There are no GDPR requirements
You have no requirements surrounding General Data Protection Regulations (GDPR), as you’re not directly handling subscribers’ data. This reduces risk to your business and removes the necessity for email database management and cleaning.
It also means that you can reach people who you may not have in your email marketing lists, thus extending your reach.
Should you use LinkedIn newsletters and email marketing?
Yes, you should use both channels as you will reach a wider range of people. They support the growth of brand presence and offer a similar cost efficiency to your marketing.
Growing brand presence
By maintaining consistent points of contact with your prospects and customers you’re building their knowledge of your brand. This process of nurturing customers, is a necessary step in the sales funnel and its importance can vary greatly based on the nature of your business. It is always going to be important, however, it is essential for any brand that has a long sales cycle.
Cost efficient marketing
Both email marketing and LinkedIn newsletters are extremely cost effective. LinkedIn newsletters are completely free and email marketing platforms vary in costs, scaling with the number of subscribers you have.
Are there any drawbacks to LinkedIn newsletters?
There is a minimum audience requirement
You need 150 followers to create your first LinkedIn newsletter, and it is only available to Business pages and creator accounts. If your business is new to the platform, or you don’t yet have a business page, qualifying to create newsletters can take time.
You do not have access to your subscribers data
Unfortunately saying goodbye to your GDPR requirements means you’re not directly handling any data. You can see their public LinkedIn information, like their name and company but not contact details and it is not available for exporting. Not having access to their data also greatly reduces your ability to sell to them directly and retarget.
Should you use LinkedIn newsletters?
Yes, by using LinkedIn newsletters to attract new prospects you’ll see your brand presence grow. It will help to reenforce your authority through thought leadership and allow you to communicate directly with your audience. If you have the audience to start a LinkedIn newsletter you should, it’s free and it is a great way to share your web content, upcoming events and industry updates allowing you to stay in front of your audience.
LinkedIn newsletters also contribute to organic page growth, this means that you have another opportunity to grow your social media presence without needing paid advertising.
How do I set up a LinkedIn newsletter?
If you're interested in starting a LinkedIn newsletter and are ready to start building your social media presence get in touch.
