Why You Need To Create A LinkedIn Newsletter

By Laura Holland

LinkedIn now boasts over 1 billion users globally, making it the number one professional networking platform in the world. So if you want to reach key decision makers, LinkedIn is the place to do it.

One of the platform’s most interesting features is its newsletter functionality, allowing you to put your content straight into the inbox of your audience on a regular basis. We’ll take you through the benefits and some practical tips on getting started!

What are the benefits of Linkedin Newsletters?

Now you know what a LinkedIn Newsletter is, what exactly are the benefits of starting and maintaining one?

1. Targeted Audiences

• As the vast majority of the audience you want to reach are already on the LinkedIn platform you’ve already removed one barrier, and you know that they are already active unlike traditional email newsletters.​
• LinkedIn’s algorithm places relevant content into the audience timeline so you are more likely to gain a good engaged audience quicker than more traditional avenues.

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2. Piggy Back Off LinkedIn’s Authority

• Because LinkedIn has a good domain authority your newsletter will automatically be ranking for key terms and be displayed higher up the search engine rankings because of this. You can find out more about the benefits of SEO in our earlier blog.
• It will allow your newsletter and your company to be discoverable to an audience outside of LinkedIn.

3. Create multiple newsletters for multiple audiences

• Because LinkedIn has a thriving user base it means that you can create tailored content for each of the audiences you are trying to reach.
• You can create up to 5 different LinkedIn newsletters so if you have different audiences you’re tailoring to this is perfect.​

LinkedIn Newsletter Best Practices

The best practices for LinkedIn newsletters are very similar to those for more traditional emailer newsletters and SEO.

1. Keep it succinct
As newsletters (like most content these days) are read on mobile devices it's best to keep the content to the point and succinct. This will ensure that all your content is read and give your reader a wider sense of added value.

2. Do your keyword research 

LinkedIn newsletters are hosted on their platform. You need to think about structuring the newsletter as you would any other piece of online content, so having an idea of the top performing keywords or phrases for your content is a good place to start when you’re constructing your newsletter.

3. Refine your content based on your audience

With your subscriber base growing it's worth looking at newsletters analytics which will give you a breakdown by; Job title, Location, Seniority, Industries, Company size and Companies.

So for example if the majority of your subscribers are at an Account Executive level you’ll know that you need to position the content at that level and the level above to get the most out of your audience.

How to create Linkedin Newsletters

Now you know what LinkedIn newsletters are, their benefits and best practices, it's time to create one of your own. It’s pretty simple, just follow the steps below:

1. Head to your company page

Head to your company page and you’ll be taken to the admin centre, on the left hand side you’ll see an option with a button called ‘Create’ click on this.

2. Choose ‘Publish and article’

You’ll see various different post options, the one you’re after is ‘Publish an article’ towards the bottom, click on this.

3. Click ‘Manage’

In the article creation screen you will see there is a ‘Manage’ button in the top right hand corner, once you click this you’ll be presented with the following options:

Click on ‘Create newsletter.

4. Fill in newsletter details

You’ll be asked to fill in the details of your newsletter including name, profile picture, and a synopsis.

5. Publish your first newsletter

Once you’ve filled in the details above you’ll be taken back to the LinkedIn Article creation page, this is where you’ll build your newsletter, you’ll be able to see where your newsletter is being published by clicking on the top left and you can select with your article is to be published as standalone LinkedIn Article or as a Newsletter 

If you do not have the option to create a newsletter it may be that you or your company page does not fit the following criteria laid out by LinkedIn:

Pages must meet the following criteria to create a newsletter:

• Audience base
  Pages with more than 150 followers and/or connections are eligible to be evaluated for LinkedIn Newsletters access.

 

• Recent shares of original content (any type)
  We look for Pages who have experience creating original content on LinkedIn (For example, creating posts with text, images, or videos, publishing articles, etc.) to evaluate if they will be able to make the most of LinkedIn Newsletters.

 

• A history of abiding by our Professional Community Policies
  We want to ensure our members have a safe, trusted, and professional experience on LinkedIn, as defined by our Professional Community Policies. Only Pages and their admins that have a good standing record will be considered for Newsletters access.

If you'd like to discuss how to make LinkedIn newsletters work for you, don't hesitate to get in touch by emailing [email protected]