Yes, a LinkedIn Company Page can have a newsletter. LinkedIn provides companies with the ability to send out newsletters to their followers directly within the LinkedIn platform. This can be a great way for companies to keep their followers engaged and informed about company news, product updates, events and more.
Benefits of Having a Newsletter for Your LinkedIn Company Page
Here are some of the key benefits of having a newsletter for your LinkedIn Company Page:
- Build deeper connections with your followers – A newsletter allows you to regularly engage with your followers in a more personalized way beyond just posting updates. This helps build trust and loyalty.
- Share timely and relevant content – You can use newsletters to share company news, new product launches, events, job openings, special promotions and other updates that your followers would find valuable.
- Increase website traffic – Include links to your website and blog content within your newsletters to drive traffic and increase visibility for other content.
- Generate leads and sales – Newsletters allow you to share offers, promotions, and calls to action that can generate new leads and increase sales.
- Segment your audience – LinkedIn lets you target newsletters to specific follower groups, allowing for more personalized and relevant messaging.
- Metrics and optimization – You can track open and click-through rates to see what content and messaging resonates best with your audience.
Overall, a newsletter is a great tool for companies to build stronger relationships with their LinkedIn followers, share relevant updates, promote products/services and ultimately generate more leads and sales.
How to Set Up a Newsletter on LinkedIn
Setting up a newsletter on LinkedIn for your Company Page is a relatively straightforward process. Here are the key steps involved:
- Make sure your Company Page is set up – You need an active LinkedIn Company Page in order to have a newsletter. So the first step is to create and optimize your company page if you don’t have one already.
- Sign up for LinkedIn’s Campaign Manager – Within your LinkedIn account, you need to enable Campaign Manager under advertising tools. This is where you will create, manage and send your newsletters.
- Create newsletter content – Within Campaign Manager, choose the Newsletters option and start creating your newsletter content. You can include text, images, links, buttons and more.
- Select your target audience – Determine who you want to send the newsletter to – your entire follower base or specific segments. LinkedIn lets you target by location, job role, company and more.
- Schedule and send – Pick a date and time to send out your newsletter. You can also schedule a series in advance to go out automatically.
- Track performance – LinkedIn provides metrics within Campaign Manager so you can see opens, clicks and other engagement data to optimize your newsletters.
It’s also a good idea to confirm your email address in Campaign Manager and review LinkedIn’s guidelines for acceptable content to avoid deliverability issues.
LinkedIn Newsletter Best Practices
Here are some best practices to follow when creating and sending newsletters through LinkedIn Company Pages:
- Create valuable, relevant content – Focus on topics and information that your target audience cares about. Avoid overly promotional content.
- Personalize subject lines – Segment your list and include tailored subject lines instead of just the company name.
- Establish a consistent schedule – Choose a newsletter frequency that works for your business and set reader expectations.
- Make it skimmable – Break up text with subheaders, bullets, images, and paragraphs for easier mobile reading.
- Use clean, responsive design – Optimize design for the small screen since most will read on mobile.
- Include clear calls-to-action – Give readers obvious next steps with buttons to your website, offers, etc.
- Test different approaches – Try different content types/formats and measure performance to see what works.
- Optimize based on analytics – Use open rate, click rate, and other metrics to refine your approach over time.
Following newsletter best practices will help you maximize reach and engagement while also building a loyal, invested follower base.
Ideal Frequency and Size for LinkedIn Newsletters
When it comes to newsletter frequency and length, here are some recommendations:
Frequency
- Weekly – Best for companies sharing very timely information like software/tech companies.
- Twice per month – Recommended for most company newsletters to give adequate time to curate content.
- Monthly – Minimum frequency to maintain mindshare and engagement with followers.
Sending newsletters too infrequently can cause followers to lose interest and engagement. But overloading followers with too many emails can lead to fatigue and unsubscribes.
Length
- 3-5 articles – Each 300-500 words for a total of 900-1500 words.
- Listicles/roundups – 10 tips or takeaways formatted as scannable bullets.
- Q&As – 2-3 common customer/follower questions answered in detail.
Newsletter content should be succinct and scannable – avoid extremely lengthy text. Use a mix of formats like the examples above to keep it engaging. Images and graphics also help break up the content.
Increase Subscribers for Your LinkedIn Newsletter
Here are some tips to grow your newsletter subscriber base on LinkedIn:
- Promote on your Company Page – Use posts and the “Follow Us” button to showcase the newsletter.
- Leverage employee networks – Have employees share and endorse the newsletter with their connections.
- Promote on other channels – Cross-promote the newsletter on your website, other social media, email, etc.
- Offer exclusive content – Provide special content or offers only through the newsletter as an incentive to sign up.
- Make sign up easy – Use website popups, landing pages, or LinkedIn buttons to simplify subscribing.
- Segment and target outreach – Identify and reach out to key audiences who would find the most value.
- Run a contest or giveaway – Offer prizes and rewards for current subscribers who refer new signups.
The key is to continually promote the newsletter across channels and emphasize the exclusive, members-only value readers will gain by subscribing.
Tools to Create and Manage LinkedIn Newsletters
Here are some popular tools companies use to easily create, manage and distribute newsletters through LinkedIn:
Tool | Key Features |
---|---|
Mailchimp | Templates, automation, analytics, integration with Campaign Manager |
Drip | Workflows, email personalization, links to CRM |
Klaviyo | Real-time tracking and optimization, targeted segmentation |
Omnisend | Behavioral automations, advanced analytics, landing page builder |
ConvertKit | Automation, split testing, custom forms and landing pages |
These platforms make it easier to create, test, automate and optimize your LinkedIn newsletters for maximum reach and engagement. Most integrate directly with LinkedIn’s Campaign Manager.
Conclusion
In summary, a LinkedIn Company Page newsletter is an excellent way to build connections with your followers, share timely updates, and drive traffic, leads and sales.
Focus on creating valuable content, optimizing based on performance data, promoting across channels, and making it easy to subscribe. Utilize tools like Mailchimp or Klaviyo to streamline creating and managing your newsletters.
With a strategic approach, a newsletter can be a core component of an impactful LinkedIn marketing strategy for your brand. Just make sure to abide by LinkedIn’s policies and maintain subscriber trust by not being overly promotional.
A newsletter keeps your brand top of mind with followers and gives you an owned channel to consistently reach them with relevant content. Ultimately driving greater brand awareness, engagement and conversions over the long-term.