Newsletters used to be the domain of email marketing, but LinkedIn is taking steps to modernize it for the age of social media.
The launch of LinkedIn Newsletters is an extension of Page Articles launched last year, which allows businesses to create and publish long-form content.
The goal of Articles for Pages is to better engage followers and invite conversations. The newsletter expands on this idea by offering subscriptions to recurring articles with similar topics.
Businesses on LinkedIn can serialize articles on specific topics, and businesses can subscribe to newsletters for these articles.
The whole process of getting started with a newsletter is simple and will help not only increase follower engagement, but also help expand viewership beyond the main platform.
How LinkedIn Newsletters Work
You can create a LinkedIn newsletter in three easy steps:
- create: Start writing an article and select “Create Newsletter”
- release: When you publish the newsletter, it will be posted to your feed and LinkedIn will notify your followers
- Review performance: View analytics for each newsletter sent and quickly assess subscriber numbers
When someone reads an article from your LinkedIn Page and wants to keep up to date with similar content, they can subscribe to it as a newsletter.
Subscribers receive an automatic one-time notification when you create a new article in this serialized topic. From there, they can opt-in to receive email and in-platform notifications when you post new content.
LinkedIn has found success with early adopters of newsletters, such as news publisher Insider and video conferencing company Zoom.
Zoom saw 10% of its followers subscribe to its LinkedIn newsletter within the first 24 hours. Insider was part of a new feature pilot program and gained 820,000 subscribers within 24 hours.
the power of communication
LinkedIn has long allowed individuals and businesses to create and publish a variety of content on their pages, from status updates and short-form content to long-form content for on-page articles.
Serialized content is a proven way to maintain customer engagement in blogs and standard newsletters.
according to Hubspot.com, four out of five marketers would rather give up social media than email marketing. LinkedIn Newsletters offer the best of both worlds.
Similar to email marketing, LinkedIn members create a subscriber base. It targets specific customer types based on serialized topics.
Unique to LinkedIn
LinkedIn is a social media platform designed for businesses. The ability to attract and grow followers and subscribers to member pages through Newsletters and Articles for Pages is a boon for businesses and professionals looking to expand their reach.
Articles and newsletters only Qualified Pages and Creators. This includes a base audience of 150+ followers, experience creating original content, and adhering to professional community policies.
It’s too early to tell whether the program will be popular with existing members, but the early success of the newsletter seems promising and adds another tool for LinkedIn members to engage with their followers.
resource: LinkedIn
Featured Image: DenPhotos/Shutterstock
