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LinkedIn created Newsletter functionality in March 2022 as a way of connecting with you audience.
For many of us, when LinkedIn launched this there was a collected sigh, as we saw this as just another route for brands to push a “buy my product because we are great” message out
But this hasn't happened for a number of reasons
- It is the reader that subscribes to the newsletter
- You cannot be forced / tricked into subscribing which brands are still doing with email
- If your not offering value then people won't subscribe
- The newsletter comes from a person and not from the brand
- This should all mean that what you get is authentic and of value to the reader
- This is pull not push marketing
I now have 3 newsletters
The Digital Transformation CEO https://buff.ly/3UFHvmR this has over 7,000 followers
Social Selling best practice https://buff.ly/3UIy3in which has 3,500 followers
Social Enablement https://buff.ly/48Hwqar which has 3,000 followers
I'm looking to do a 4th one, and if you have any ideas, then please direct mail (DM) me
Why are newsletters important?
- Buyers are looking for experts, a newsletter proves your expertise
- Buyers are looking for insight, your newsletter is a platform for that insight
- Buyers want to be educated, wouldn't be great if it was your content that the buyers were presenting to their board as to why somebody should buy your product
- It provides visibility and builds trust (before you have met people) in the marketplace
- This will enable you to create more pipeline, have more conversations and create more revenue
If you are going to create a newsletter, don't forget this is a regular article, so you will need to decide what you are going to create
Related: Why TikTok Is Becoming the New Search Engine of Choice