A LinkedIn newsletter is a series of articles on a specific topic or target audience pain point. When setting up a newsletter you are asked to select the frequency with which you will publish these (daily, weekly, biweekly, ormonthly).
Whichever you select, ensure you select a frequency that you will stick to. This will provide confidence to your readership. If in doubt, start on Monthly and you can always change to a more frequent timescale.
Let’s look at the reasons, why you should start a LinkedIn Newsletter:
1. It's FREE
Getting started is relatively easy and best of all it is free. The process is relatively simple too:
1. Switch on creator mode.
2. Meet LinkedIn's requirements for ‘qualification’.
3. Create your newsletter.
4. Create your first article, a post, and publish.
2. It's an Easy Touchpoint
Depending on your frequency (daily, weekly, biweekly, ormonthly), each article is a valuable touchpoint with those interested in your subject matter.
Creating touchpoints with interested prospects is critical to building familiarity, credibility, and relationships.
LinkedIn Newsletters are a valuable and easy touchpoint so they should be given due consideration.
3. It Helps Build an Audience of Interested Prospects
For most people, many of their LinkedIn connections are irrelevant. They aren't interested in what you do and will never buy.
When you launch a LinkedIn newsletter, all current 1st connections will get invited – a one-off mass invitation.
Those who subscribe to your newsletter are indicating their interest in your topic. They are sticking their hand up and letting you know.
Your job is to keep feeding that interest and keep their attention. Attention leads to business.
4. It Can Help Expand Your Audience
Subscribing to a newsletter is not just open to 1st connections, although you will find the vast majority of your subscribers will be 1st connections.
When you create an article, you can create a post as well which helps you reach people outside your network.
A newsletter can draw in subscribers from outside of your network bringing you more potential opportunities.
5. It Increases Your Visibility
One of the most significant benefits of LinkedIn newsletters is the visibility you get when you publish an article.
When you publish an article, LinkedIn sends an email to the primary mailbox of all your subscribers. Email deliverability is not a problem coming from LinkedIn.
LinkedIn will also add a notification in the notifications for those active on the platform. And in case this is missed, the post can also appear in the feed.
Many people will choose to read your newsletter in their email, so the stats you see will not be a true reflection of your reach.
In addition, many LinkedIn newsletter articles get indexed by search engines, so there is an opportunity for them to be seen by those searching.
Recommended by LinkedIn
Newsletters have so many chances to be seen by those interested in the topic you write about.
6. It Will Grow Your Brand
A LinkedIn Newsletter helps you to build authority.
They provide you with a platform to showcase your expertise in a particular topic and stand out from the crowd.
They provide you with the ability to add value and insights and become that trusted resource.
74% of buyers choose the sales rep that was first to add value and insight. (Corporate Visions)
7. You Can Redirect Traffic to Other Websites
Building an audience of interested prospects on LinkedIn is great. But depending on your audience though, some may 'hang out' more frequently on other platforms, or like to see different content types.
For those in this situation, you can re-direct them to other platforms (YouTube, Facebook, etc.) to build your audience externally.
LinkedIn Newsletters can be the origin but they don't necessarily need to be the final destination for your engagement.
8. It Helps to Build Relationships
The old saying, people buy from people they know, like, and trust is so true. Very few people buy without some form of relationship being built. The ones that do are likely to be in some form of distress.
When you publish a newsletter article, you are not only creating a touchpoint that creates familiarity, but you are demonstrating consistency, adding value, and generating engagement.
The articles you publish will help to build that know, like, and trust factor.
9. It Helps Generate Business
When you create a newsletter your goal should be to add value and insights to your subscribers. This in itself will lead to inbound enquiries as buyers value and appreciate these insights.
That said, adding in call-to-actions will help too. There is nothing wrong with directing people to seek additional help.
Be careful not to be overly promotional, as this will put off your readers.
Conclusion
There is no doubt that a free resource that can help you position yourself as an authority, enable your audience to indicate their interest and help you generate business on LinkedIn, should be given due consideration.
Like any activity on LinkedIn, you need to track the results you get from your time investment in creating the articles and associated posts.
For me, it's a no-brainer. Go for it.
I'm Philip, thanks for reading.
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