What you should know about LinkedIn Newsletters
If you’re sick of having your content throttled by picky social media algorithms, LinkedIn Newsletters are worth trying out.
More and more small businesses are dumping Meta to bounce over to LinkedIn. Even when you don’t factor in Meta’s shady practices, it can be a great move, especially if you’re offering services to other businesses.
LinkedIn can be a tough nut to crack, if you’re dipping your toe into that space. Still, if you’re tired of leaving your fate in the hands of the algorithm, LinkedIn offers a unique tool you won't find anywhere else on social media: the LinkedIn Newsletters tool.
LinkedIn Newsletters offer a break from the standard algorithm
LinkedIn’s newsletter feature is, basically, their alternative to using a blog-style email marketing platform like Beehiiv. Once you create your first newsletter on LinkedIn, it gets published in a separate newsletter channel, and your followers will be invited to subscribe.
If you’re sick of having your content throttled by picky social media algorithms, LinkedIn newsletters can offer some relief. When you publish a new newsletter on LinkedIn, all of your LinkedIn newsletter subscribers get notified. Even if not everyone reads the newsletter, you know they've at least received it, and that's a far sight better than the ~5% of your following who might see your regular posts.
LinkedIn newsletters do also benefit from LinkedIn’s algorithm! That means there’s still the potential for your newsletter content to get seen by users who aren’t your immediate subscribers.
Using the Newsletter tool makes you more searchable on LinkedIn... and maybe elsewhere
If you spend much time on LinkedIn, then LinkedIn SEO is worth thinking about--not only does it make you and your content more easily found through LinkedIn searches, it’s also starting to rank more highly in Google searches, as well.
How do Newsletters play into LinkedIn SEO? With each newsletter you publish, more content pieces are associated with your profile. That makes it easier for potential followers to find you and your content, which can be a real visibility boost for small businesses.
LinkedIn Newsletters let you build an audience segment
In the past, social media hasn't let you segment your audience like you can with email marketing. LinkedIn’s newsletter feature, however, does let you do something fairly similar.
If you have a niche topic you'd like to explore, you can attract followers interested in that niche to subscribe to your newsletter. As you create content tailored specifically to that interest, you’ll build a more loyal audience around that niche... which is pretty similar to emailing a segment of your email list.
Sure, it's a less controlled solution, and it’s reserved to users on LinkedIn’s network. But, in theory, your content will attract the appropriate niche followers, and you’ll be serving them content they’ve expressed specific interest in.
It’s not a substitute for a regular email newsletter
The biggest difference between LinkedIn Newsletters and your regular email newsletter? You don’t own your list of contacts. LinkedIn manages your list and notifies your subscribers, but you don’t actually get access to your followers’ contact information.
One of the biggest advantages of email marketing is that you own your list and you can take it with you to any other platform. If you decide to leave LinkedIn--or for that matter, if any of your subscribers decide to leave--then you’ve lost access to those connections.
If LinkedIn is one of the major platforms you use, it’s worth looking into the Newsletter feature. Like I do with all things online marketing, I recommend you start small, and reassess after a few weeks or months to see if it’s time well spent.
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