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Creating a Newsletter for Your LinkedIn Network

Creating a Newsletter for Your LinkedIn Network

Newsletters are not dead! That’s why LinkedIn provides users the ability to produce a newsletter that your network can subscribe to.

Last year LinkedIn rolled out ‘Creator Mode’ to all LinkedIn users. The benefits of turning on this feature is the ability to produce a newsletter and LinkedIn Lives which I wrote about in “Creator Mode: What to Know Before Jumping on the Band-Wagon.”

By this time, you may have received a flood of invitations in your ‘invitations box’ to subscribe to the newsletters of people in your network. Email remains one of the most effective communication methods for those people interested in what you have to convey. In fact, 64% of small businesses use email marketing to reach customers.

Here are some other useful email statistics

  • There are 4 billion daily email users. This number is expected to climb to 4.6 billion by 2025. (Statista, 2021)
  • More than 306 billion emails are sent and received each day. (Statista, 2021)
  • 81% of B2B marketers say their most used form of content marketing is email newsletters. (Content Marketing Institute, 2020)

Top 3 advantages of a LinkedIn newsletter

  1. Stay top of mind with your network
  2. Add value and demonstrate your expertise
  3. Continue to build authority in your niche

Consider BEFORE inviting your network to accept/subscribe

  1. What is the goal of this newsletter?
  2. Can I truly add value with a newsletter? (this means it is not a self-promotion tool)
  3. Can I maintain a consistent schedule that my network can count on?
  4. How often can I realistically publish?
  5. Will I be able to maintain this long-term? (if not, best not to start)
  6. How will your newsletter stand out in your industry? (there is a lot of online noise)
  7. What will I title my newsletter? (can’t be boring or people won’t subscribe or read)

How to create a newsletter on LinkedIn

  1. Click Write an article at the top of the homepage. This takes you to the publishing tool.
  2. Click Create a newsletter.
    create newsletter in LinkedIn
  3. Add a title, description, publishing cadence, and logo for your newsletter and click Done.
    • Avoid adding emojis into the title of your newsletter
  4. Once you have created a newsletter, you’ll see your newsletter title near the upper right corner of the page. If you don’t see the newsletter title, click on the dropdown menu and select the newsletter you want to write in.
  5. You can now write the first article for your newsletter.
    • You can publish up to one article every 24 hours.
  6. Once the article is ready to be published, click Publish at the top of the screen.

A newsletter page is automatically created when you create a newsletter. If you have an existing newsletter, your newsletter page already exists.

There are several ways to get to a newsletter page:

  • Clicking on a newsletter you see in the LinkedIn feed or in a LinkedIn message
  • Clicking on the name of a newsletter on an individual newsletter article
  • Clicking on a newsletter recommendation in the My Network tab
  • Clicking on a newsletter you’re subscribed to in the “Manage my network” section of the My Network tab.

Warning: Is your network relevant?

One of my biggest pet peeves with the LinkedIn newsletter is that by default, your connections and followers will be invited by notification to subscribe to your newsletter once the first article of your newsletter has been successfully published. Subscribing means they’ll receive a notification and email when you write a new newsletter article.

So if you haven’t cleaned up your network connections in years and your network is filled with irrelevant people who you don’t know you, they will receive an invitation to subscribe.

This kind of leaves a bad impression for me because for those serious authors who are producing great content become overshadowed by those ‘giving it a try’ on topics that don’t interest everyone in their network. Here is an example of just some of the invitations I have received.

I am not interested in Advanced Oral Surgery nor am I in the market to build or buy a yacht!

Create a Newsletter from Company Page

Perhaps creating a newsletter from your company page makes more sense than from your personal profile.

You can create a newsletter on LinkedIn as a Page or as yourself. To create a newsletter as a Page, you must be a super or content admin of that Page and meet the newsletter access criteria.

All types of Pages can create a newsletter, including Showcase Pages, Product Pages, and Service Pages. If you create a newsletter with a subpage (example: Showcase Pages), the newsletter won’t be linked to the parent Page.

Anyone can discover, read, and share your LinkedIn newsletter. LinkedIn members can also subscribe to it.

How to create a newsletter as your Page:

  1. Access your Page Super or Content admin view.
  2. Click Write an article below Start a post. This takes you to the publishing tool.
  3. Click Create a newsletter.
  4. Add a title, description, publishing cadence, and logo for your newsletter and click Done.
    • Avoid adding emojis into the title of your newsletter.
  5. Once you have created a newsletter, you’ll see your newsletter title near the upper right corner of the page. If you don’t see the newsletter title, click on the dropdown menu and select the newsletter you want to write in.
  6. You can now write the first article for your newsletter.
    • You can publish up to one article every 24 hours.

Reaching the people who want to hear from you

By default, your Page followers will be invited by notification to subscribe to your newsletter once the first article of your newsletter has been successfully published. Subscribing means they’ll receive a notification and email when you write a new newsletter article.

Edit or delete your newsletter (from your profile)

To edit or delete a newsletter: Navigate to the publishing tool (via Write an Article on the desktop homepage) where you originally created the newsletter and locate the newsletter you want to edit or delete.

  1. Click the Edit icon to the right of the newsletter’s name.
    • In the pop-up window that appears, you can edit the newsletter title, description, publishing cadence, and logo.
    • Click Delete newsletter in the pop-up window to delete your newsletter. If you delete your newsletter, you will be limited in your ability to create a new one.

Edit or delete your newsletter (from your company page)

To edit a newsletter:

  1. Access your Page Super or Content admin view.
  2. Click Write an article at the top of the homepage. This takes you to the publishing tool.
  3. You’ll see the title of your newsletter near the Publish button. If you don’t see the correct newsletter title, click on the dropdown menu and select the newsletter you want to write in.
  4. Click the Edit icon next to the title of your newsletter. You can edit the newsletter title, description, publishing cadence, and logo.

To delete a newsletter:

  • Access your Page Super or Content admin view.
  • Click Write an article at the top of the homepage. This takes you to the publishing tool.
  • You’ll see the title of your newsletter near the Publish button. If you don’t see the newsletter title, click on the dropdown menu and select the newsletter you want to write in.
  • Click the title of your newsletter next to the Edit icon.
  • Click the More icon to the right of the newsletter’s name.
  • Click Delete newsletter, then click Delete to confirm. If you delete your newsletter, you will be limited in your ability to create a new one

CONCLUSION

Newsletters are a great marketing tool when done correctly and for maximum exposure. I encourage you to think through 7 points at the beginning of this article before committing to a newsletter as it may sound like a good idea, but something you may not be able to fulfill on.

A newsletter should be part of your overall marketing strategy with LinkedIn and should be thought out with your content marketing strategy as well.

I tend to favor writing from a company page only if you have developed your content and have grown your followers to the page.

If this is all too confusing, I can work with you, I have coaching calls available from 90-Minutes to longer. Email me your interest at joanne@linkedinforbusiness.net or schedule a short call to discuss, access my calendar HERE.

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JoAnne Funch

JoAnne Funch

Helping business owners and corporate leaders use LinkedIn and relationship building strategies to gain more exposure for their brand so they have more impact, credibility & income.

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