LinkedIn has added what I think is the most helpful tool in a long time for businesses to engage with and bring value to their followers – the ability for LinkedIn Company Pages to publish email newsletters right through LinkedIn.
This underscores the importance of having a company page and how it can be used as a content hub for marketing and recruiting your business.
Linked Company Page newsletters are available to businesses with more than 150 followers that actively maintain their LinkedIn presences.
You can create a LinkedIn Company Page newsletter in three simple steps:
- Create: Start writing an article on and select “Create a Newsletter.” Give it a title, add a header image (it prompts you with the dimensions) and cut and paste your text. You can add hyperlinks and images for each article too.
- Publish: When you publish your newsletter it will post to your feed and LinkedIn will notify your followers. They can opt in to receive email and in-platform notifications when you publish new content.
- Review performance: View the analytics of each newsletter sent out and see the number of subscribers. The number increases pretty quickly which is awesome. And it’s opt in so you don’t have to worry about GDPR rules.
There’s a lot of opportunity here because it is a new feature (for companies – it’s been available to individuals for a short time) and most companies don’t know about it yet (and certainly aren’t using it yet), so being an early adopter is to your benefit.
Even if you send out an email newsletter, you should still utilize the LinkedIn platform to send out a newsletter because you will reach a different audience and cast a wider net for your content.
In addition, people are opting into this newsletter, so it’s not building an audience from scratch, and if you haven’t ever sent out an email newsletter, this is a great way to start. If email marketing programs and CRM management tools overwhelm you, this is a great way to test out the waters.
It’s also really easy to repurpose content you already have. I would include hyperlinks to your website or blog with the full text (in order to keep the newsletter short and to drive traffic to your site).
You can embed links from YouTube into the newsletter to play. Check out my LinkedIn newsletter to see how it looks.
Here are some content ideas for what you can include in your LinkedIn Company Page Newsletter:
- Article snippets with links to your latest blog posts or client alerts
- Links to past webinars (provide a synopsis too)
- Links to recent podcasts and videos (with shownotes)
- Recent case studies
- Q&As with your employees
- Highlights of your community service/pro bono work
- Announcements of your recent hires
- Recent press coverage (this would be the only place where I would recommend including self-promotional items in the newsletter – the rest of it should be client-focused)
- Upcoming events/webinars – this is a great way to promote them
- Open jobs – why not promote them through this newsletter? It’s a competitive job market
- News about your diversity and women’s initiatives programs – clients care a lot about this
Check out this new feature and let me know what you think of it. With nearly 800 million people on LinkedIn and the fact that your competitors are very likely not using it yet, it’s at least worth trying out.
