Email marketing used to be the domain of newsletters, but LinkedIn is working to modernize them for the social media age.
LinkedIn Newsletters are an expansion of the Articles for Pages function, which allowed businesses to develop and publish long-form content last year.
The purpose of Articles for Pages is to improve engagement with followers and to encourage dialogues. The notion is expanded upon in the newsletter, which offers subscriptions to recurrent articles on comparable topics.
Businesses and individuals on LinkedIn can create serialized articles about specific themes, and those articles can be subscribed to as newsletters.
The entire process of getting started with newsletters is simple, and it not only helps to enhance engagement with followers, but it also helps to expand the audience beyond the main platform.
Per LinkedIn "As a newsletter author, you get to write about a professional topic you care about on a regular basis. Members can subscribe to your newsletter to receive updates when you publish something new. The most engaging newsletters specifically address a unique topic consistently enough that subscribers look forward to the next article."
How LinkedIn Newsletters Work
You may set up a LinkedIn newsletter in only three simple steps:
- Create: Select “Create a Newsletter” from New Article Menu
2. Publish: When you publish your newsletter it will post to your feed and LinkedIn will notify your followers
3. Review: View the analytics of each newsletter sent out and quickly assess the number of subscribers. I have not gotten the stats back yet but I assume they will look similar to the article stats provided in the free and premium versions.
The Subscriber Flow
When someone reads articles published by your LinkedIn Page, and wants to be kept up to date with similar content, they can subscribe to it as a newsletter.
When you create new articles within that subject, subscribers receive an automatic one-time notification. From there they can opt-in to receive email and in-platform notifications when you publish new content.
LinkedIn has already seen success with early adopters of newsletters such as news publisher, Insider, and video meeting company, Zoom according to SEJ.com.
LinkedIn has long allowed people and businesses to create and publish a variety of content on their pages, from status updates and short-form content, to the long-form content of Articles for Pages.
Serialized content is a tried-and-true method of keeping customers engaged in blogs and traditional newsletters. LinkedIn members can now build a subscriber base in the same way that email marketing does providing the best of both worlds.
Unique To LinkedIn
LinkedIn is a social media platform designed for business. The ability to engage and grow followers and subscribers to member pages via Newsletters and Articles for Pages is a boon for businesses and professionals looking to extend their reach.
Articles and newsletters are only open to qualified pages and creators. This includes a base audience of more than 150 followers, experience creating original content, and following professional community policies.
So far it has been a breeze to setup once I found the button to begin with! Oddly there are no content creation buttons when viewing your profile so you have to go to your homepage feed to find the correct create action!
I am interested to hear if you find this new feature useful to you or your business so please leave a comment below!