How to create a LinkedIn newsletter that engages your audience

In the rapidly evolving professional networking landscape, LinkedIn has emerged as a powerful platform for B2B companies to establish their brand presence, connect with industry leaders, and engage with their target audience. One often overlooked but effective tool within LinkedIn's arsenal is the LinkedIn Newsletter. In this guide, we'll delve into LinkedIn newsletters, explore why your B2B company should have one, outline the steps to create your own, and offer valuable inside into best practices.

What is a LinkedIn newsletter?

The LinkedIn newsletter is a content-sharing feature on the LinkedIn platform that allows users and companies to share insights, updates, industry trends, and thought leadership with their network. This will enable professionals to showcase their expertise, share industry news and connect with their contacts. Subscribers receive these updates in their LinkedIn feeds or email inboxes, helping to create thought leadership and foster meaningful connections within the professional community.

Why B2B companies should have a LinkedIn newsletter

In our experience, using social media as a business is a key way to create brand awareness and audience engagement, provide expertise and drive lead generation, and LinkedIn newsletters are great at achieving this. Creating a LinkedIn newsletter is critical to ensure direct outreach due to its unique ability to trigger LinkedIn and email notifications for your published topics.

The outstanding advantage lies in the automatic notifications that are sent to subscribers via LinkedIn's notification area and via email. It is remarkable that within hours of our first company newsletter, hundreds of users became subscribers.

How to create a newsletter on LinkedIn

• To begin creating a newsletter page, simply click on the “write article” option located at the top of your company page.

• Navigate to the publishing menu and select the option to “create a newsletter”. Enter a captivating title for your newsletter, specify the cadence at which it will be published, provide a compelling description, and enhance its visual appeal by uploading an engaging image to your newsletter page.

• After you publish your first newsletter edition, your newsletter page is automatically created with an overview of your newsletter, your page information, and a list of the newsletter articles.

LinkedIn newsletter best practices

• Choosing the right name: A suitable name should reflect your content and target audience, be memorable, and align with your brand. An intriguing name can attract curiosity and drive subscriptions.
• Choose a theme: Decide on the central theme of your newsletter. These could be industry insights, success stories, tips and tricks, or a blend. The article should align with your company's expertise and the interests of your target audience.
• Creating relevant content: Differentiate your newsletter by offering unique and valuable insights. Understand your audience and address their pain points, ensuring each edition provides solutions or helps them achieve their goals.
• Content mix selection: Curate or create content that resonates with your chosen theme. This could include blog posts, infographics, videos, and relevant industry news. Ensure that the content adds value to your readers and is professionally presented.
• Establishing an optimal publishing cadence: Maintain reader engagement by establishing a consistent publishing schedule. Weekly or monthly releases are commonly effective, and informing subscribers of your rhythm minimises unwanted notifications. Consistency also builds anticipation and ensures your audience knows when to expect your updates.
• Promote your newsletter: Boost engagement with your entire audience by sharing your newsletter. A dialogue box will appear, allowing you to provide additional context. Feel free to offer insights about the specific newsletter article, pose questions to your readers, and utilise @mentions or add #hashtags. Additionally, motivate your colleagues to share the newsletter and expand its reach. Share it on or off LinkedIn to increase your reach.