By now, you’ve probably come across LinkedIn newsletters. The feature was rolled out to company pages in spring 2022, and as a content agency, we were naturally keen to test this out for our clients – as well as our own brand.
Having seen the results for ourselves, we can confirm that they’re more than worth their weight in gold. Join us as we explain exactly why you need to jump on this trend ASAP.
Is this the year the newsletter makes a comeback?
If your company page has more than 500 followers, you really need to think about creating a LinkedIn newsletter. The brilliant thing about them is that, unlike traditional page posts, every single one of your followers gets a notification when you launch. We’ve experienced conversion rates of 15-20% for our clients – which could equal thousands of subscribers overnight!
What’s more, every single time you publish your latest issue, subscribers (whether they’re followers of your page or not) receive a LinkedIn notification as well as an email to their inbox – hitting them from both angles. You can also view the name, photo, job title and headline of your subscribers’ LinkedIn profiles, depending on their privacy settings.
This does beg the question: if LinkedIn gives you a greater reach than direct emails, is the classic newsletter dead? Only time will tell. So far, none of our clients have pulled theirs, but it is a conversation among some. The email hasn’t fared so well since GDPR, but many clients and customers will still appreciate them.
Ready to get in on the action? Know this first
Format is everything
LinkedIn essentially treats their newsletters like their articles, so if you’ve published Pulse pieces before, you’re in familiar territory. Of course, that means you can’t innovate much with the look and feel in the same way as you can with an email (not yet at least). But you can:
- Name your newsletter
- Add a logo
- Use a different cover photo for each edition
- Customise the headline
- Share the newsletter in a post
A somewhat limited design generally means the shorter the better, which lends itself well to things like quick tips, summaries of the latest news in your sector, and a round-up of the content you’ve published that month. Use subheaders and bullet points to keep it digestible, link off elsewhere for further reading, and spend some time on a compelling CTA – make the reader actually take that action.
Consider your publishing schedule
How often you release a new edition of your newsletter is up to you – LinkedIn only limits it to one every 24 hours. It won’t surprise you that none of our clients have opted to publish on a daily basis, though some are doing it weekly.
It’s worth bearing in mind that producing a solid newsletter every week will be a major drain on your time. But if you go with quarterly, then you might miss out on key talking points. For example, at the time of writing this blog, Boris Johnson has recently handed in his resignation, but at the time of you reading this, it’s probably old news.
Posting monthly seems to hit the sweet spot, enabling you to keep pace with your industry or compile an engaging list of content you’ve produced and been featured in.
Turn to the experts for your LinkedIn newsletter
LinkedIn newsletters are still relatively new, and companies are only just starting to build a picture of what works – and what doesn’t. That’s why it pays to get support from an agency that’s tested various approaches and targeted audiences effectively.
To see how we can help you leverage the new feature and get more from this social media platform, let’s talk.