LinkedIn newsletter: this is how you grab the attention of your followers

Sending newsletters from your personal LinkedIn account has been possible for a while. But now this option is also available for business pages. The LinkedIn newsletter is a valuable addition to the platform. A new channel where you can give free rein to your creativity and fill the content according to your own wishes.

Where we’ve been reading and writing for a while about LinkedIn becoming less business-like, and the platform starting to look more and more like its social sisters, I think this is a good step in the business direction! A new ability to create content for a specific group of followers. So not just for your entire list of connections (for which a LinkedIn post is intended), but especially for those who actively choose to receive your newsletter.

It is not a standard newsletter

A LinkedIn newsletter is not the same as a ‘standard email newsletter’. It is not the case that you create a newsletter every week, for example, and send it to the subscribers. On LinkedIn you create 1 newsletter format, in which you share new updates with your subscribers. An example of a LinkedIn newsletter can be found via this link† And here you will find another nice example.

Do you share a new edition of your newsletter? Then it will be placed under the ‘header’ at the top of the list of editions. Such a header with, among other things, a title, short description, subscribe button and share button looks like this:

Your editions appear below each other as separate ‘posts’ under this header. An example of this can be found via this link† Your subscribers will receive a notification of your new edition in their mailbox as well as via LinkedIn and this will also appear on your timeline.

How do you create a LinkedIn newsletter from your personal account?

In order to create a newsletter, you must first enable the ‘Creator mode’ on your account. This is only possible if you have more than 150 followers, you are active on the platform and you have already published articles.

Enable Creator Mode on LinkedIn.

Doing this will change a few things about your account:

  • Where at the top of your profile are now the options ‘Connect’ and ‘Message’, you will now see ‘Follow’. The focus then shifts to having followers instead of making connections. You are then really seen by LinkedIn as a ‘creator’.
  • You get access to creator tools and analytics.
  • The articles or content that you have on your profile under ‘featured’ will move to the top of your profile page.
  • You can show your followers what you publish about by adding (maximum 5) topics to your profile.

After turning on the Creator mode, you will have access to both the LinkedIn newsletter and LinkedIn Live.

Do you want to create a newsletter? Then you do that via ‘Write article’, and then you can choose ‘Create a newsletter’ at the top of the page.

Where you can find the 'write article' button.

Where you can find 'Create a newsletter'.

You will then see the following screen, in which you can go through the first steps:

How to create a LinkedIn newsletter.

As you can read above, you are also immediately subscribed to your own newsletter. Useful!

How to create a LinkedIn newsletter from a company page

To send a LinkedIn newsletter from a company page, you must first be an administrator of this page. The steps after that are similar to the steps above:

  1. You click on ‘write article’.
  2. You click on ‘Create a newsletter’.
  3. And then the screenshot above appears.

Cons

A number of disadvantages of the LinkedIn newsletter at a glance:

  • A big disadvantage of this function is that you can only create 1 newsletter. As a result, you cannot, for example, create different newsletters based on themes.
  • You can’t see who opened the newsletter, nor who clicked on a link (just how many times). If you do want to see this, you can of course work with UTM codes.
  • When you create your first newsletter, you must already determine how often your newsletter will appear. Daily, weekly, monthly… Although I have also read that this is more of a guideline (for yourself and/or for your followers) instead of a hard requirement.
  • If LinkedIn decides to stop this feature, you will of course lose your subscribers. And where they now state that it ‘might’ become possible to export subscriber data, I’m guessing it will never happen.

Advantages

But of course there are also advantages.

  • This way you can send all your LinkedIn followers a notification when you start with your first newsletter.
  • You may post links outside the platform (although the question is how long LinkedIn will allow this).
  • You can also share videos, images and slides in the format.
  • Your newsletter can also be found via Google. So it can certainly be a nice traffic driver.

Why does LinkedIn make this choice?

With this new function LinkedIn adds interesting opportunities for companies and other (content) creators. An additional way to reach your audience in a more exclusive way. In addition, LinkedIn has expanded its newsroom. Both in the Netherlands (from 2 to 5 editors) and worldwide (to a total of 200). With this they want to make the reporting more extensive and in-depth and to do more with sector-specific news.

The focus therefore seems to be on news and its distribution. Would that be the new direction the platform is taking, because the business nature has subsided?

This article previously appeared in a shorter form in the Frankwatching Weekly. Would you also like to receive this Saturday edition in your mailbox? Register here.


Source: Frankwatching by www.frankwatching.com.

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