How to Launch and Grow a Successful LinkedIn Newsletter

LinkedIn has become the go-to platform for professionals to connect, share ideas, and build their careers. With over 900 million users worldwide, it’s a goldmine for anyone looking to grow their professional network.

One powerful tool that’s gaining traction on LinkedIn is the newsletter feature so in this article, we’ll explore how you can launch and grow a successful LinkedIn newsletter.

Setting the Foundation of Your LinkedIn Newsletter

LinkedIn newsletters help you stay top-of-mind with your connections and can position you as an expert in your field. Unlike other social media posts that can get lost in the shuffle, newsletters land directly in your subscribers’ inboxes, giving you a direct line to your audience.

Before you start writing, it’s important to lay the groundwork for your newsletter:

• Define your niche. What specific topic or area will you focus on? Be specific to stand out from the crowd.
• Know your audience. Who are you writing for? What are their needs and interests?
• Set clear goals. Do you want to build your personal brand, generate leads for your business, or simply share your knowledge?

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Get Inspired: LinkedIn Newsletter Examples

Take a look at successful LinkedIn newsletter examples in your industry. Pay attention to their writing style, the topics they cover, and how often they publish.

Some popular LinkedIn newsletters include “Insider Today” by Business Insider with 10 million subscribers, “The Loop” by LinkedIn with about 8 million subscribers, “Ask Richard” by Richard Branson (5.5 million subscribers), and “Gates Notes” by Bill Gates with 2.3 million subscribers
Regardless of whom you draw inspiration from, what unites successful newsletters is the quality. Make a short list of 2-3 sources of inspiration and analyze what makes them successful – the information given, the language used, their length, structure, etc.

It’s also a good idea to keep an eye on what people are commenting on, if the author responds to comments. All the information you can gather might give you the groundwork you need to be successful.

Content Is King

The success of your newsletter hangs on the quality of your content:

• Write about topics you’re passionate and knowledgeable about.
• Use clear, easy-to-understand language.
• Include practical tips or insights your readers can apply.
• Be consistent with your publishing schedule (weekly or bi-weekly is often a good start).
• Mix up your content types – use articles, lists, how-to guides, infographics, and personal stories.

Know Your Target Audience

It is a waste of time and effort to write simply because you want to share something. You need to understand who you are writing for in order to create content that is anticipated and sought after:

• Pay attention to which posts get the most engagement.
• Ask for feedback directly in your newsletter or in the comments.
• Use polls on LinkedIn to gauge interest in different topics.
• Tailor your content to address your audience’s specific challenges and interests.

How to Create a Newsletter on LinkedIn

Here is a short step-by-step guide on how to create your newsletter.

Meeting the Requirements First

To start a LinkedIn newsletter, you need to meet certain requirements:

• Have at least 150 followers or connections.
• A history of sharing original content.
• A record of following LinkedIn’s Professional Community Policies.

Setting-up the Newsletter

Once you meet these criteria, here’s how to access the feature:

1. Go to your LinkedIn homepage.
2. Click on “Write an article” at the top of your feed.
3. Look for the “Create a newsletter” option.

If you don’t see this option, you may need to wait for LinkedIn to grant you access.

Designing Your Newsletter

Choosing a Catch Title and Description

• Pick a title that clearly explains what your newsletter is about and yet it’s catchy enough to attract curiosity.
• Write a brief, engaging description that tells potential subscribers what to expect.
• Use keywords related to your topic to help with discoverability.

Setting the Publication Frequency

• Decide how often you’ll publish (weekly, bi-weekly, monthly).
• Be realistic about how often you can create quality content!

Selecting an Eye-Catching Image

• Choose a relevant, high-quality image for your newsletter banner.
• Make sure it represents your brand or newsletter topic.
• Avoid using copyrighted images without permission!

Building Your First Edition

Once you set up the newsletter, it’s time to move to the content.

Here are a few tips:

Writing Engaging Content

• Use LinkedIn’s built-in editor to write your article.
• Start with a strong headline to grab attention.
• Break up text with subheadings for easy reading.
• Use bullet points or numbered lists for key information.

Use Multimedia Elements

• Add images to illustrate your points.
• Embed videos if they add value to your content.
• Use charts or infographics to present data visually.

Publishing Your Newsletter

Finally, use the preview function to check how your newsletter looks and make any necessary edits before hitting ‘Publish’.

How to Launch Your LinkedIn Newsletter

As you presumably have at least 150 connections, you can start promoting your newsletter even before its official launch! Talk about it in your posts. Share ideas, ask people what they are interested in, ask their opinions, keep them engaged!

Warming up your contacts beforehand is important because once you have published your first edition, they will subscribe more easily.

Gaining Subscribers

Inviting connections and followers:

• LinkedIn will automatically notify your connections when you launch.
• Share the link to your newsletter in a post so that it reaches more of your network.
• Personally invite key contacts who might be interested!

Promoting your newsletter:

• Mention your newsletter in your LinkedIn profile.
• Share snippets of your content in regular posts.

Use the Power of Analytics

Analytics are like a mirror. Sometimes what you see in them might make you feel bad, but generally, looking into them can show you how well you are doing and how to to improve your LinkedIn strategy:

• Track subscriber growth to see what’s working.
• Look at open rates to gauge the effectiveness of your subject lines.
• Check which content gets the most views and engagement.

How to Grow: LinkedIn Newsletter Best Practices

Building a loyal readership takes more than just great content. Here are a few best practices to follow:

Growth Through Cross-Promotion and Networking

• Share your newsletter on other social media platforms.
• Mention your newsletter in your LinkedIn posts and articles.
• Include a link to subscribe in your email signature.
• Ask peer experts in your industry to cross-promote each other’s newsletters.
• Reach out to thought leaders in your industry for interviews or guest posts.

Engage with Your Readers

• Respond to comments on your newsletter posts.
• Encourage readers to share their thoughts and experiences.
• Create a sense of community by featuring reader contributions or success stories.
• Host live Q&A sessions related to your newsletter topics.

Overcoming Challenges

Finally, running a successful newsletter isn’t without challenges. It might go well from the first issue, but generally, it takes time, and it might feel discouraging if the subscriber count doesn’t grow fast enough. Being realistic is key. You need to persist and write for your target audience. There is more to consider:

• Writer’s block: Keep a running list of ideas to fall back on when inspiration is low!
• Consistency: Create a manageable content calendar to stay on track.
• Burnout: Don’t be afraid to take breaks or bring in guest writers occasionally.
• Plateauing growth: Regularly try new strategies to attract subscribers.

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Wrap Up

Launching and growing a LinkedIn newsletter takes time and effort, but it can be a rewarding way to share your expertise and build your professional brand. Remember, the key is to provide value to your readers consistently.

Start small, learn from your analytics, and adjust your Linkedin strategy as you go. With persistence and creativity, you can build a newsletter that your audience looks forward to reading every time it lands in their inbox.