Adding a newsletter to your LinkedIn page can be a great way to engage with your network and promote your brand. LinkedIn newsletters allow you to share insights, build relationships, and grow your audience. By consistently publishing valuable content through a newsletter, you can position yourself as an industry expert.
Before you can start sending newsletters on LinkedIn, you’ll need to set up your newsletter and integrate it with your LinkedIn profile. The process involves a few simple steps of connecting your newsletter service to LinkedIn and customizing the delivery settings. With the right newsletter tool, you can have it up and running in no time.
In this comprehensive guide, we’ll walk through everything you need to know to add a newsletter to your LinkedIn page, including:
- The benefits of sending a LinkedIn newsletter
- Choosing the right newsletter service
- Integrating your newsletter with LinkedIn
- Customizing newsletter delivery settings
- Best practices for creating engaging LinkedIn newsletters
- Measuring newsletter performance
By the end, you’ll have all the knowledge required to start sending effective newsletters through LinkedIn. Let’s dive in!
The Benefits of Sending a LinkedIn Newsletter
Here are some of the key advantages of using LinkedIn newsletters for your business:
Reach Your Target Audience
The extensive LinkedIn member base provides access to over 722 million professionals worldwide. With a newsletter, you can directly reach the LinkedIn users who matter most for your business – your ideal customers and connections.
Build Stronger Relationships
Sending regular newsletters fosters familiarity and trust with your audience. Rather than occasionally promoting your latest offering, you can provide subscribers with helpful information and insights. This shows you truly care about adding value.
Establish Thought Leadership
Well-crafted newsletters enable you to highlight your expertise. Educate subscribers on industry trends, best practices, and other useful knowledge to position yourself as a thought leader.
Generate Leads & Sales
Include clear calls-to-action in your newsletters, such as discounts or free trials, to convert subscribers into leads and customers. Integrate your newsletter with your CRM to track conversions.
Get Found in Search Results
Unique, high-quality content published through your newsletter may get indexed by search engines. This can boost your organic search visibility and traffic.
Versatile Content Distribution
Once you create newsletter content, you can repurpose it across your other marketing channels for greater impact.
In summary, LinkedIn newsletters provide a valuable channel for engaging your professional network while supporting your broader business goals. But you need the right strategy and tools to maximize their effectiveness.
Choosing the Right Newsletter Service
To send newsletters through LinkedIn, you’ll need to use an email marketing platform or newsletter tool that integrates with LinkedIn. Here are the top options to consider:
Mailchimp
Mailchimp is the world’s most popular email marketing service. Key features include:
- Intuitive drag-and-drop editor
- Automation workflows
- Pre-designed templates
- Analytics and reporting
- List segmentation capabilities
- Integration with major CRM platforms
- Mobile optimization
- Free plan available
With Mailchimp, you can easily connect your LinkedIn Company Page to build your subscriber list and track engagement.
Constant Contact
Constant Contact is another leader in the email marketing space. Top features consist of:
- Easy-to-use email builder
- Automated messaging
- Contact management tools
- Surveys and polls
- Multi-channel campaign reports
- Marketing calendars
- LinkedIn integration
Constant Contact makes it simple to promote your LinkedIn newsletter and measure its impact.
ConvertKit
ConvertKit focuses specifically on creators, authors, and online influencers. It provides options like:
- Landing page builder
- Multi-user account management
- Tag-based segmentation
- Automation workflows
- Advanced analytics
- Integration with webinar and course platforms
ConvertKit allows you to grow your LinkedIn followers and turn them into email subscribers.
Drip
Drip markets itself as the “first ECRM”. Important features include:
- Workflows based on customer actions
- Open API and integrations
- Visual campaign builder
- Personalization with customer data
- Advanced segmentation
- Attribution reporting
Drip makes it easy to integrate your newsletter subscribers with the rest of your LinkedIn marketing workflow.
Substack
Substack focuses on enabling writers to start their own paid newsletters with no technical expertise required. Key features:
- Instant integration with LinkedIn
- Reader messaging ability
- Subscription pricing options
- Data insights
- Automated email sequences
- Minimal fees
Substack is a great option if you want to quickly launch a newsletter tied to your LinkedIn profile.
For most use cases, Mailchimp or Constant Contact will provide the best combination of LinkedIn integration, email functionality, and analytics. But explore all these options to find the right platform based on your specific needs and audience.
Integrating Your Newsletter with LinkedIn
Once you’ve chosen your newsletter service, you’ll need to connect it to your LinkedIn Company Page. Here are step-by-step instructions to integrate with two top providers:
Mailchimp
1. Log into your Mailchimp account and click on your profile name to access Account Settings.
2. Select Integrations and click the Connect button for LinkedIn.
3. Follow the prompts to connect your LinkedIn profile and grant account access permission.
4. Under LinkedIn integration settings, choose your Company Page and newsletter list.
5. Click “Install” to finish setting up the integration.
You can now manage your newsletter subscribers directly from LinkedIn, with contacts synchronizing automatically between the two platforms.
Constant Contact
1. Sign in to your Constant Contact account and go to Connect -> Social -> LinkedIn.
2. Click Connect Account and follow the authorization steps.
3. Select your LinkedIn Company Page and the newsletter lists you want to make available.
4. Toggle on “Publish to LinkedIn” and check the notifications you want to receive.
5. Click Apply to complete the integration.
Once connected, Constant Contact will automatically post your newsletters to LinkedIn for increased reach. You can also easily share blog posts back to your newsletter.
For other newsletter services, the setup steps are very similar involving:
- Connecting accounts
- Selecting your LinkedIn Page and newsletter list(s)
- Configuring sharing and post settings
- Testing the integration
Refer to the platform’s help documentation for specifics. With the foundation established, you can now focus on creating compelling newsletter content.
Customizing Your Newsletter Delivery Settings
On LinkedIn, you have full control over when and how your newsletters are distributed to subscribers. Here are the key settings you can customize:
Delivery Schedule
Determine the optimal newsletter frequency for subscribers by selecting a delivery interval:
- Daily
- Weekly
- Monthly
- Quarterly
Send newsletters consistently on a set schedule, such as every Monday or the 1st day of each month.
Distribution Times
Pick the best days and times to match when your target audience is most active on LinkedIn. Typically, early morning or mid-day on Tuesday through Thursday works well.
Audience Targeting
Only send newsletters to LinkedIn connections who have specifically subscribed or engaged with your posts. Avoid spamming your entire network.
Open Tracking
Enable open tracking to see real-time subscriber engagement and identify popular newsletter content.
Sharing Controls
Allow newsletter subscribers to seamlessly share issues through their own LinkedIn feeds to expand your reach.
By optimizing these settings, you can ensure your LinkedIn newsletters are anticipated and welcomed by recipients. Measure results over time and fine-tune based on performance. Next, let’s look at best practices for creating engaging newsletter content.
Best Practices for Your LinkedIn Newsletter
Now for the fun part – filling your newsletter with valuable insights and information your subscribers want to read. Here are some proven tips for creating compelling LinkedIn newsletters:
Establish Your Voice
Content should align with your brand’s tone and personality. Write conversational copy that sounds authentic and builds familiarity.
Spotlight Your Exper se
Offer unique perspectives on industry trends, product developments, company updates, etc. Position yourself as an authority.
Educate Don’t Sell
Deliver 80% educational content. Use the remaining 20% for promotional items like events, offers, or new releases.
Share Visual Assets
Include images, charts, videos, and other media to capture attention and illustrate concepts.
Leverage Data Points
Back up key messages with relevant statistics and figures to provide concrete facts.
Answer Common Questions
Anticipate and respond to frequently asked questions from your customers and audience.
Tell Stories
Weave in anecdotes, case studies, and real-world examples to humanize your content.
Highlight Customer Success
With permission, feature customer wins powered by your products or services.
Curate External Links
Share links to other helpful resources like articles, videos, podcasts, and tools.
Promo e U com ng Ev nts
Use your newsletter to generate interest for webinars, conferences, trainings, and other events.
Close with a CTA
End each newsletter with a clear call to action, like booking a meeting or accessing a resource.
While these tips provide a great starting point, you’ll want to continuously experiment and refine your newsletter format over time. Study metrics to identify what resonates most with your audience.
Now let’s explore how to track the performance of your LinkedIn newsletter.
Measuring Your Newsletter’s Effectiveness
To gauge the success of your LinkedIn newsletter, rely on data provided within your email marketing platform and LinkedIn itself. Monitor these key performance indicators:
Open Rate
This metric shows what percentage of recipients opened your newsletter email. Benchmark against the average open rate for your industry.
Click-Through Rate
Click-through rate reveals how many readers went on to click links inside your newsletter. Higher is better.
Subscriber Growth
Are more people signing up over time? Growing your list enables you to expand reach.
Conversion Rate
What percentage of newsletter clicks drove desired actions like visiting your website or making a purchase?
Unsubscribe Rate
If many subscribers are opting out, your content may need improvement. Keep below industry averages.
Engagement
Analyze likes, comments, and shares of your newsletter posts on LinkedIn to quantify engagement.
Net Promoter Score
Survey subscribers asking how likely they are to recommend your newsletter on a scale from 1-10.
Social Media Traffic
Track visits driven from people sharing your newsletter on sites like LinkedIn.
Monitor these metrics on a newsletter and aggregate basis to spot trends. Use the insights to create more engaging, higher-performing newsletters over time.
Conclusion
Adding a newsletter to your LinkedIn Company Page provides a valuable tool to reach and engage your professional network. With a carefully crafted newsletter strategy, you can demonstrate thought leadership, generate leads, and build meaningful relationships.
The key steps covered in this guide include choosing an email marketing platform, integrating with LinkedIn, configuring delivery settings, creating compelling content, and measuring performance. Apply these best practices, and your newsletter will become a core asset for growing your brand and business on LinkedIn.
