LinkedIn Business Newsletter Strategy

Public Relations
06.02.22

Plenty of businesses use LinkedIn to connect with more potential customers. However, there are several different ways that they can create content that will reach their marketing goals on LinkedIn, and one of the best ones is by starting a business newsletter on the platform. It doesn’t take a lot of time to set up a business newsletter on the platform, and companies can share content whenever they see fit.

Page

Companies that have multiple pages on LinkedIn first need to choose which one they’re going to use to publish their business newsletter.

As long as the page meets the current newsletter access criteria of the platform, companies can publish from their business, product, service, or the showcase page. It’s important to remember that each page can only publish one newsletter, which is why companies need to choose wisely.

If the plan is to focus on a very specific subject, companies should think about publishing their business newsletter from a product, service, or a showcase page.

On the other hand, for companies that want to discuss a number of different topics that cover an entire organization, the best choice would be to publish the newsletter from the company’s own business page on the platform.

Access

After choosing the right page, it’s time to give the right team members the appropriate access levels so that they’ll be able to create and publish the newsletter content.

On LinkedIn, users need to have either content admin or super admin status to be able to publish newsletter content on a page. To grant this type of access an existing admin has to give the right people either one of those types of access to the page.

Setting Everything Up

To set up a business newsletter on the platform users need to go to the page where they want to publish the newsletter in the first place. At the top of the page, there’s a post composer, where users can find a button where they can write articles.

Then, at the top menu bar, there’s a Create a Newsletter button where the business can enter all of the details about the newsletter, such as a description and a title that encourages other users to read the newsletter and what they can expect from reading it.

Then it’s important to choose the publishing frequency for the newsletter, which can range anywhere from 24 hours to a month.

Writing the Newsletter

Similar to articles on LinkedIn, newsletters have a large word limit and companies can create over 100,000 characters for each newsletter, which is over 10,000 words.

Companies that have previously shared content on LinkedIn such as email newsletters, blog posts, or simple LinkedIn articles might already have an idea of what the optimal length of a newsletter would be for the target audience.

If that’s not the case, companies can test out different lengths to figure out which one works best for the audience.

Then, it’s time to format the newsletter to allow for more readability, and decide to either publish it immediately, or schedule it for it to get published by the platform at a later date.

The Importance of Utilizing LinkedIn Newsletters for Businesses

LinkedIn has a newsletter feature that companies can use to share a series of blog posts or articles on the platform. It’s a great way for companies to connect and engage with their followers on LinkedIn, and generate more buzz around the business.

Similar to other types of digital newsletters, on LinkedIn, companies can have a regular posting schedule for their newsletter, and get other individual users to subscribe and get notifications whenever a new issue is published.

Most of the newsletters that businesses share on the platform focus on a specific topic or a single industry topic that’s going to be relevant to the target audience. The newsletter tool was recently introduced to company pages on the platform, which was not available previously.

And now, as long as a company page has at least 150 followers, is following the professional community policies of the platform, and has a history of publishing original content, it can start creating and publishing a newsletter.

It’s important to remember that if a company page meets all those requirements, it’s going to be eligible to be considered by the platform, but that doesn’t mean the tool will be immediately granted to the page. LinkedIn has started gradually reviewing every eligible page and rolling out the access to this tool.

Audience

There are several reasons why companies should be using the LinkedIn newsletter tool to grow their businesses.

One of those reasons is the ability to grow the target audience itself. Since users on the platform can follow company pages and now they can subscribe to a business newsletter, companies can give the target audience another way to connect with the business and engage with its content through the newsletter.

For instance, the newsletter that was created by the popular video streaming platform Zoom already has over 90,000 subscribers, even though it only gets updated once per month.

Many of the people that actually follow these types of newsletters already followed the company page on the platform. However, most of the people that have subscribed likely did so just to receive periodic updates from the company.

New Content

Companies can sometimes struggle to improve the engagement or impression rates for their organic content.

This is precisely where LinkedIn newsletters can be very helpful to businesses.

Aside from the content appearing on the feed of the company’s page, through newsletters, anyone that subscribed will also get a notification anytime a new edition is published.

That means companies can alert their newsletter subscribers and, in turn, increase the visibility of their newsletter and overall content.

Thought leadership

LinkedIn articles and blog posts are a great way for companies to share their perspectives and ideas on various topics.

However, if a company wants to create detailed content that won’t link the users to an external website, it can be difficult to achieve through these types of posts.

That makes LinkedIn newsletters a great way for companies to share any industry insights or thought leadership content directly on the platform.

How to Promote Newsletters on LinkedIn

Newsletters on LinkedIn give companies a brand new opportunity to connect with their target audiences.

With the help of a regular schedule for creating and publishing content, companies can use the newsletter feature on LinkedIn to grow their LinkedIn page, reach marketing goals, and promote their businesses.

However, no newsletter can go too far if it doesn’t get promoted, and there are several strategies that companies can use to promote their newsletters on the platform.

Compelling Content

Whenever a company decides to publish a new issue of its newsletter, the platform also gives the option to create a simple LinkedIn post to accompany that update. Most of the time companies that create longer newsletter content tend to see this accompanying post as unnecessary.

However, it’s important to create an accompanying post to introduce the content to anyone that hasn’t subscribed to the newsletter.

Similar to other organic posts on the platform, the newsletter post will be displayed on the company’s page newsfeed, as well as the timelines of any followers, which means it can also grab the attention of anyone that’s not following the company on the platform.

A great way for companies to grab the attention of people scrolling down on their timelines and compel them to learn more about the topic is by asking a question in the caption. Another way to do so is to write a short summary of the overall newsletter that’s going to make them want to open it and learn more.

Sharing

Companies can drive more engagement on specific issues of their newsletter on LinkedIn by sharing links to those individual issues.

However, companies that want to get more newsletter subscribers on the platform should instead be sharing the newsletter page itself.

This is easily achieved by opening the newsletter page and clicking the share button underneath the description. Companies can choose to share the newsletter page on a different platform altogether, or through a LinkedIn post.

Re-sharing

When the first edition of a newsletter gets published, LinkedIn automatically will notify anyone that follows a company’s page.

These followers can then open the notification and decide to subscribe and start reading that newsletter immediately. However, after the first issue of a newsletter, it becomes a bit more difficult to get more news subscribers because LinkedIn doesn’t notify the page followers that a new edition has been published if they didn’t decide to subscribe by themselves.

The best way for companies to get more people interested in their newsletter content is to re-share different issues of the newsletter to the company page several different times through regular posts. In those posts, companies can also write a brief summary or something attention-grabbing that’s going to encourage other users to read the newsletter and subscribe to it.

Call to Action

The last way that companies can promote their LinkedIn newsletter is by adding a call to action in the post captions on LinkedIn, or on any other platform where the company wants to share the newsletter.

Companies can also include a call to action in every newsletter issue, similar to the way that their attitude email newsletters or blog posts.

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