#052 - Should You Start a LinkedIn Newsletter?
LinkedIn newsletters are often hailed as a game-changer. With LinkedIn automatically inviting all your followers to subscribe, they offer an easy way to build a subscriber base quickly. It’s tempting, but is it the right move for you?
When you launch a LinkedIn newsletter, LinkedIn does the heavy lifting by notifying your followers and inviting them to subscribe. It’s convenient for subscribers—one click, and they’re in. Plus, LinkedIn promises strong content distribution through notifications, making your newsletter highly visible.
The Downsides of Making Newsletters Your Main Strategy
While LinkedIn newsletters seem convenient, they come with significant limitations:
1. Limited Ownership of Subscribers
You don’t own the list. If LinkedIn discontinues its newsletter feature, your subscribers are gone.
2. Poor Data and Insights
LinkedIn’s analytics are basic, offering little more than “views.” You won’t get detailed metrics like open rates or click-through rates.
3. User Experience Issues
It’s harder to direct readers to your website from a LinkedIn newsletter. The multi-step process can lead to drop-offs compared to a straightforward email click.
4. Risk of Cannibalising Your Email List
A LinkedIn newsletter might seem like an easier option to your audience, which could prevent them from subscribing to your email list—a platform where you have more control.
Focus on Building Thought Leadership First
LinkedIn is a fantastic platform for building your personal brand and establishing thought leadership. Consistent, high-quality posts can help you engage your audience, share your expertise, and grow your network authentically.
Here’s why this should be your main strategy:
• Direct engagement: Posts and comments foster immediate conversations and connections.
• Reach and visibility: Viral posts can reach far beyond your immediate network.
• Frequent touchpoints: Regular posting keeps you top of mind for your audience.
Once you’ve built a strong presence, a newsletter can complement your efforts—but it shouldn’t be your starting point.
When Does a LinkedIn Newsletter Make Sense?
LinkedIn newsletters can be useful in certain scenarios:
1. As a Spin-Off
Use LinkedIn newsletters to complement your email newsletter, not compete with it. For example, share curated content, niche updates, or your “most-read” articles. Major outlets like The Wall Street Journal do this, creating LinkedIn-exclusive newsletters for specific topics like “Careers & Leadership.”
2. As a Repurposing Tool
Republish older articles in full on LinkedIn, but with a time gap. This helps you reach a new audience without hurting your latest content’s SEO rankings.
The Bottom Line
Before diving into a LinkedIn newsletter, focus on building thought leadership through regular, insightful posts. Engage with your audience, grow your network, and establish trust.
A LinkedIn newsletter can be a valuable addition to your strategy later, but it’s not the foundation of a successful LinkedIn presence. Treat it as a tool—not the entire toolbox.
Have you considered starting a LinkedIn newsletter? Or are you focusing on building your presence through posting?