LinkedIn Newsletters for Law Firm Social Media Marketing Practices
Have you ever tried using LinkedIn newsletters? If not, you should! You can now easily create a newsletter on the LinkedIn platform via your personal page or your company page.
LinkedIn newsletters can help drive brand awareness, establish authority and subject matter expertise, and of course lead generation.
The reason you should create a LinkedIn newsletter is that few people are, and it sends an email notification and a LinkedIn notification when you publish your first issue as well as subsequent issues. There’s no other way to reach people directly on LinkedIn. And it’s free!
Let me repeat that in case you missed it. The most important benefit of publishing a LinkedIn newsletter is the automatic notification it sends to your subscribers via the notifications section on LinkedIn as well as via email.
It works so well that within hours of creating my first LinkedIn newsletter, I had over 3500 subscribers.
Don’t assume everyone sees your LinkedIn posts (there’s actually no way to ensure that every connection sees every one of your posts – and the tricky algorithm essentially guarantees this), so this is a great way to reuse them once a week in a summary and increase their visibility and the likelihood that they will be seen by a wider audience.
You can also repurpose your email newsletter content because people are busy and don’t necessarily see everything you send them.
I recommend including a short summary of your blog posts, articles, videos, webinars, and other content you want to include with a hyperlink to view the full text that links to your website. This helps drive traffic to your website and keep the newsletter short.
Check out mine as an example.
To access the publication of a newsletter on LinkedIn, you must activate the Creator mode in your profile settings.
The downsides of LinkedIn newsletters are that the analytics aren’t robust — so unlike emarketing, you don’t really know who viewed it, what articles resonated with them, and other important metrics.
Also, unlike your fully owned emarketing mailing list, you don’t have the email addresses of your LinkedIn newsletter audience, so the content and their contact information resides on LinkedIn’s platform. That’s why I also recommend having an email newsletter and a strong mailing list. I recommend adding a sign-up link to your mailing list in your LinkedIn newsletter to help you collect emails outside of the LinkedIn platform.
LinkedIn creates a landing page for your past issues, which is very useful so that you can direct people to your content and have them in one place. Also, be sure to add the link to your past LinkedIn newsletters or the most recent link to the featured section of your LinkedIn profile so that it is prominently featured on your LinkedIn profile!
Are you going to try a LinkedIn newsletter?
Copyright © 2022, Stefanie M. Marrone. All rights reserved.National Law Review, Volume XII, Number 130