Newsletters were once the domain of email marketing, but LinkedIn is taking steps to modernize them for the social media age.
The rollout of LinkedIn Newsletters is an extension of the Articles for Pages introduced last year, which allows businesses to create and publish long-form content.
Articles for Pages aim to provide better engagement with followers and invite conversation. The newsletter expands on that idea by offering subscriptions to recurring articles with similar subject matter.
Businesses can serialize articles about specific topics on LinkedIn, and businesses can subscribe to those articles in the form of newsletters.
The whole process of getting started with newsletters is easy and helps to increase engagement with not only followers, but also viewership outside the main platform.
How do linkedin newsletters work
You can create a LinkedIn newsletter in three easy steps:
- to create: Start writing an article and select “Create a newsletter”
- To publish: When you publish your newsletter it will be posted to your feed and LinkedIn will notify your followers
- review performance: See a breakdown of each newsletter sent and quickly calculate subscriber count
Screenshot: business.linkedin.com/marketing-solutions/, March 2022.When someone reads articles published by your LinkedIn page, and wants to stay up to date with similar content, they can subscribe to it as a newsletter.
When you create new articles in that sorted topic, customers receive an automatic one-time notification. From there they can choose to receive email and in-platform notifications when you publish new content.
LinkedIn has already found success with news publishers, insiders, and early adopters of newsletters like Zoom, a video meeting company.
Zoom saw 10 percent of its followers subscribe to its LinkedIn newsletters within the first 24 hours. Insider was part of a pilot program for the new facility and within 24 hours it garnered 820,000 customers.
power of communication
LinkedIn has long allowed people and businesses to create and publish a wide variety of content on their Pages, from status updates and short-form content to long-form content of articles for Pages.
Streamed content is a tried and tested way of maintaining customer engagement in blogs and standard newsletters.
according to this hubspot.com4 out of 5 marketers would prefer to give up social media instead of email marketing. LinkedIn Newsletters offers the best of both worlds.
Similar to email marketing, LinkedIn members build a customer base. It is targeted to specific customer types based on the sorted content.
unique to linkedin
LinkedIn is a social media platform designed for business. The ability for Pages to add and grow followers and subscribers on member pages through newsletters and articles is a boon for businesses and professionals looking to expand their reach.
Articles and newsletters are open to Qualified Pages and Creators, This includes having a base audience of over 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 initial success with newsletters looks promising and LinkedIn adds another tool for members to engage with followers.
Source, linkedin
Featured Image: DenPhotos/Shutterstock