Once you learn how easy it is to use the Newsletter feature on LinkedIn, you’ll quickly realize that you have a whole new avenue to explore for outreach and lead generation. Some people likely thought newsletters were a thing of yesteryear, but in fact, they’re quite valuable, and more importantly valued, in the digital space. Of course, you have to make sure that you’re actually delivering useful information and “news” that people want to know.
Like anything, creating a newsletter just to have one is not an effective plan. Deciding to create a newsletter should be a marketing effort that’s designed to build your client roster and increase your reach in both the business and consumer markets.
Newsletters are a great choice for several reasons. First of all, the word “news” is in the title, which means these pieces of content are generally filled with information and updates about a company. You can post these as frequently as once a week or as infrequently as once a month, depending on how much you have to share and how often your audience wants to hear from you.
Newsletters are a step above articles and blogs, for some, and they offer a more personal approach and connection in many instances. Plus, by keeping people up to date with the goings on of your organization, you’ll make them feel valued and that often creates better retention. They may even be more likely to suggest your newsletter to their friends, peers, or others who could benefit from it.
Of course, you can’t just start putting random content in the newsletter. Like anything, this piece needs a content strategy. What kind of information do you want to share? What recurring columns or topics will you have? Are you sharing content that provides value to your audience? If not, it might be time to revisit your newsletter strategy.
You can share updates about employees, promotions, company growth, and so much more. You can even use a newsletter to highlight top customers, hot reviews, and other spotlights that boost the image of your business. As long as you’re providing quality, relevant content, your newsletter should be a success.
Yes, your ultimate goal is to grow your subscriber base. However, one of the best ways to do that is through your existing connections. Use LinkedIn to invite your network of connections to follow or subscribe to your newsletter. Once they see the value, they’ll share it with others. Even those who might not benefit directly from it could have people in their network to pass it along to that will become lifelong subscribers to your newsletter. Use the connections you already have and save investing in too much outreach when you can get it for free.
You can’t just “set it and forget it” when it comes to a newsletter. If you’re trying to use this newsletter to grow your follower base, you need to also engage with people, which includes posting about your newsletter, sharing it on other sites and with various people, and letting people know what following your newsletter could do for them. You can even share it at conferences and networking events and grow your audience that way.
Set a consistent publishing and sharing schedule for your newsletter. That will ensure that it gets published even if you’re limited on time and that it also gets shared. This will increase the odds of it being seen.
One of the best ways to get people’s attention is to create or curate content that they are seeking. If you want your newsletters to get results, ask people what they want to see. You really can just ask, and if you’ve done well to build your following thus far, you’ll get plenty of feedback. You can incorporate this into the newsletter, such as a note at the bottom that says something like:
“Interested in a specific topic or area of our company? Is there something we’ve covered but you’d like to see more? Reach out to us and let us know how we can make this newsletter better for all of our readers.”
Alternatively, you could use social media to let people know that you’re creating a newsletter and take a poll or just ask for recommendations on topics and information that people want to see. The best way to keep people engaged is to give them content they want to see.
Because algorithms exist, content that gets more engagement will continue to be ranked highly in search results and feeds. Creating and sharing a newsletter works on the principles of “viral marketing,” which essentially means that every share gets a whole new audience, and the reach continues to grow with shares over time.
This can also help you establish your thought leadership and show people that you are the authority on the subject or industry of which you speak. This will give you the chance to build trust and credibility with people, which is more valuable than any marketing material that you could create these days. Newsletters also help you refine your audience because people have to subscribe. If they’re willing to subscribe and receive notifications, they’re going to also put in the time to read and share the content.
Your newsletter is going to increase your leads if you do it well, and you’ll want to make sure that you have systems ready to handle that, starting with a 24/7 answering service so you don’t miss a single one. When you partner with the virtual receptionists at Smith.ai, you’ll get that along with assistance for appointment scheduling and lead intake, live website chat, and even outreach campaigns.