LinkedIn’s newsletter feature has quickly become one of the platform’s most powerful tools for sharing content and building your brand. The idea of having a newsletter might sound old-fashioned. After all, the first newsletter, Acta Diurna, was published in 131 BC and the first e-newsletter was sent nearly 40 years ago in 1977. But, LinkedIn’s take on this communications tool brings a fresh and highly effective approach to increasing visibility and audience engagement. In fact, this feature offers advantages that surpass traditional social media posts, making it a powerful tool for expanding your reach on LinkedIn. Here’s why you should start your own LinkedIn newsletter today.
1. Increase Visibility And Engage Your Network
When you publish your first LinkedIn newsletter, every connection and follower is notified and invited to subscribe. Once they do, subscribers receive updates with each new issue, creating a direct line of communication between you and your readers. Unlike regular LinkedIn posts, which are often seen by only a small fraction of your network (typically between 6-7.5%, according to LinkedIn), newsletters offer a far greater reach.
LinkedIn’s recent updates to the newsletter platform have improved the notification system, so subscribers receive timely alerts each time you publish a newsletter. Additionally, followers who haven’t yet subscribed receive prompts to do so, broadening your potential audience. This means you’re consistently reaching people who are genuinely interested in what you have to say, helping to foster deeper connections and encouraging ongoing engagement.
2. Build Community And Spark Meaningful Conversations
A LinkedIn newsletter is more than just a one-way communication tool—it’s an opportunity to cultivate discussion around your content. Subscribers who consistently engage with your newsletters often become your most loyal readers, establishing a sense of community and connection.
LinkedIn has also introduced a new reading experience that displays comments directly alongside the newsletter content, making it easier for readers to engage in conversations. This feature enables readers to connect with each other and with you, fostering a dialogue that goes beyond likes and shares. You can also tag and mention other LinkedIn members, spotlighting their contributions and making your content more interactive. The ability to embed member profiles or pages directly within your newsletter lets readers learn more about people you reference, encouraging cross-connections and a richer network experience.
3. Simplify Publishing With Professional Results
Creating a LinkedIn newsletter is simpler than it might seem, thanks to LinkedIn’s integration with Microsoft technology. The platform provides tools to help you design captivating cover images using AI-powered graphic editing, making it easy to produce professional-looking content without the need for a separate graphic design program. With built-in templates, resizing options, and visual suggestions, you can quickly create an appealing cover image that captures readers’ attention.
LinkedIn will also be rolling out new features that allow you to preview an article’s URL before publication. This will help you manage cross-platform sharing seamlessly and ensure your content displays well when shared outside LinkedIn. LinkedIn’s user-friendly design reduces the effort required, allowing you to focus on the content rather than the process.
6 Steps To Start Your LinkedIn Newsletter
Ready to start your newsletter? Here are some quick steps to guide you through the process:
- Get Your Profile in Order. Having a newsletter will generate interest in you, and potential subscribers will check out your profile. Make sure it’s complete and up-to-date. Use this three-step process to ensure your LinkedIn About (it’s where you tell your story) is truly captivating.
- Choose Your Topic. Pick a subject you’re passionate about and that resonates with your audience. Consider what expertise or unique insights you can share that would be valuable to your network.
- Select a Format. Decide if you want to use text, videos, or a combination of multimedia elements to convey your message. Tailor your format to match both your audience’s preferences and your communication style.
- Set a Publishing Frequency. Choose a frequency that suits your schedule, whether that’s weekly, monthly, or quarterly. Consistency is key—choose a cadence you can stick to so that your audience knows when to expect new content.
- Create Your First Issue. Spend extra time on your first issue to get it just right. Once you establish a template and format, subsequent issues will be much easier to produce.
- Request Feedback. Ask your readers for feedback on your initial issues, and look at engagement metrics to see which topics, and media formats resonate most. Use this data to refine your content strategy and make each issue more engaging than the last.
LinkedIn newsletters offer a unique way to stay connected with your audience in a meaningful way. They allow you to build an ongoing relationship with your network, delivering value and insights while enhancing your personal brand. By investing a little time and creativity into your LinkedIn newsletter, you can establish yourself as a thought leader, spark valuable conversations, and ultimately grow your reach on LinkedIn and beyond.
Forbes