Do you have a presence on LinkedIn?  Are your prospects hanging out on LinkedIn?  If you answered yes to these questions, then you need to start a LinkedIn newsletter.  Eight months ago, I jumped on the LinkedIn newsletter bandwagon and since then I have gone from zero to 884 subscribers.  That is an average of 110 subscribers every month.  And the truth of the matter is that I have done absolutely nothing (other than writing a weekly piece of content).  In my opinion, that is essentially free marketing, for very little investment.

Here are the reasons I tell my clients to start a LinkedIn newsletter:

• Establishes you as a content creator on LinkedIn and LI favors creators.  LinkedIn is a content platform and it thrives on people like you and me creating regular content.  Without new content coming from creators, LinkedIn would not exist.  A LinkedIn newsletter is just another form of content that LinkedIn can push out to its audience members.

• Increases the number of prospects you can potentially attract.  What’s great about LinkedIn newsletters is that you don’t have to do anything at all (other than create content) to grow your audience.  LinkedIn does all the work for you by showing your content to new people.  If your content is good and it’s clear who your LinkedIn newsletter targets, then people will subscribe.

• A LinkedIn newsletter creates engagement.  The great thing about a LinkedIn newsletter is that your content is focused on a specific topic for a specific target audience, so people subscribing to your newsletter are more likely to engage with your content.  For instance, my newsletter is called The Coaches Marketing Scoop.  It is clearly targeted at coaches and suggests you will receive marketing related content.  So if you’re a coach who is interested in marketing content, you will likely subscribe.  When you are seeing content you are interested in, you will likely engage more with the content.

• Builds trust with your audience, thus increasing your chances of prospects reaching out to begin a conversation with you.  If you think about it, someone who generates valuable content is often seen as an expert in their field.  If your content is helpful, seeks to solve your readers’ problems, and displays a genuine interest in building an authentic relationship, then over time, your readers will develop trust in your expertise.  This trust is the first step to starting a genuine conversation.

• It’s easier than social media posts.  With social media content on LinkedIn, you are relying on algorithms to push your content out to your audience, which is challenging at times to master.  But with a LinkedIn newsletter, your content lands directly in your reader’s email inbox.  So even though LinkedIn owns your list of subscribers, you are essentially building your email list at the same time.

So now that you know it’s beneficial to create a LinkedIn newsletter, let’s talk about…

What’s Important When Creating Your LinkedIn Newsletter:

• A catchy and compelling newsletter name.  Make sure the name of your newsletter attracts readers and creates curiosity and interest.  It should be clear what your newsletter content is all about.
• A description that explains what your content is about.  Like your newsletter name, your description should give your audience an idea of what they can expect from your content.  What will you be talking about?  Remember, your newsletter should focus on a particular theme that your target audience is interested in.
• Graphics that entice your subscriber to read.  You know the saying “A picture is worth a thousand words.”  Choose graphics for your newsletter content that are enticing and visually represent the content.
• Content that is relevant to your target audience’s challenges and desires.  Creating content that your audience wants to read is the most important element.  Know your readers intimately.  What are they struggling with?  What problems do they want to solve?  What are their desires?  Write content that is relevant to these issues.
• An article title that inspires your reader to stop and consume your content. Just like an email subject line, your article title needs to stop the scroll.  Create intrigue with your title.  Use words that make your readers want to learn more, but avoid titles that are vague and confusing.
• Consistency in publishing your newsletter.  Your newsletter publishing cadence is an important piece of your growth strategy.  Establish a regular schedule for posting new content for your newsletter.  I recommend a minimum of 2X/month, with weekly being ideal.
• Calls to action to engage with your content/offers.  Never leave your readers hanging with nothing to do after they read your article.  Always include a call to action so your audience knows what to do next.  Can they book a call with you?  Visit a page on your website to learn more?  Should they comment to create engagement?  A solid call to action should be included in every article.

Are you a coach looking for more growth strategies?  Our A to Z marketing checklist is a great place to start.  With this free guide, you can develop a 90 day marketing plan that is simple and customizable.  Let’s get this growth party started!