Here are five reasons to start a LinkedIn newsletter for your business. Lets explore why LinkedIn newsletters are a strategic tool for businesses aiming to outsmart the LinkedIn algorithm and drive business growth.
Today's episode is sponsored by Metricool. Make sure to register for a FREE Metricool account today. Use Code MICHELLE30 to try any Premium Plan FREE for 30 days. https://i.mtr.cool/NEDXVZ
Key moments in this episode:
00:00 Introduction to LinkedIn Newsletters
00:41 Uplift Live 2025
01:57 The Evolution of LinkedIn Newsletters
05:10 LinkedIn Newsletter Client Success
08:05 Top 5 Reasons to Use LinkedIn Newsletters
09:00 Reason#5: The Power of Two
10:09 Reason #4: Indexed by Google
11:14 Reason #3: Power of Repurposing LinkedIn Content
12:10 Reason #2: Ease of Setup
14:01 Reason #1: Ultimate Algorithm Buster
16:41 LinkedIn Company Page Invites Have Moved
17:43 LinkedIn Newsletter Best Practices
Uplift Live 25 - Thu 27 Mar 2025 8:45 AM - 5:00 PM Birmingham UK.
ABOUT MICHELLE J RAYMOND
Michelle J Raymond is an international LinkedIn™️ B2B Growth Coach. To continue the conversation, connect with Michelle on LinkedIn™️ and let her know you are part of the community of podcast listeners.
Connect with Michelle J Raymond on LinkedIn™️ - https://www.linkedin.com/in/michellejraymond/
B2B Growth Co offers LinkedIn™️ Training for teams to build personal and business brands and a LinkedIn™️ Profile Recharge service for Founders/CEOs.
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#LinkedIn #LinkedInNewsletters #LinkedInMarketing
00:00:00
There is one form of content on LinkedIn that outsmarts the LinkedIn algorithm.
00:00:04
It was previously only available to a chosen few, and now it's available to both pages and profiles.
00:00:11
What are we talking about?
00:00:13
LinkedIn newsletters.
00:00:14
If you don't have one, I want you to listen in to my top five reasons that I think every business
00:00:20
should consider setting up a LinkedIn newsletter.
00:00:41
G'day everyone.
00:00:42
It is Michelle J Raymond back again for another episode and, you know, podcast hosts always
00:00:48
say they're excited, but this week listeners, I am genuinely excited, not just about the topic
00:00:54
that we've got today about LinkedIn newsletters and how they can really drive business growth,
00:00:59
but I've got some other news to share with you, hot off the press I'm heading to the
00:01:04
UK to speak at the Uplift Live conference.
00:01:08
If you're anywhere nearby that area and can make it, I would love to meet as
00:01:12
many of the podcast listeners as I can.
00:01:14
It's super exciting.
00:01:15
Of course, I'm going to be talking on LinkedIn company pages.
00:01:19
So I'll start up my Speaker Diary series again, another country that I can tick off the list.
00:01:24
So this is a conference that is dedicated to nerding out on LinkedIn only.
00:01:29
So we don't talk about any other social media platforms.
00:01:32
So if like me, you want to learn from the best of the best and understand how you can really
00:01:37
level up and get more out of the platform, then I would hope that you can join us and of course
00:01:42
the details are going to be in the show notes.
00:01:44
So grab an early bird ticket before the allotment is sold out.
00:01:48
I believe we're about 50 percent of the early bird tickets are already sold.
00:01:52
So don't miss the opportunity.
00:01:54
And I really hope that I'll get to meet you there.
00:01:57
The second thing that I'm excited about is we're talking about LinkedIn newsletters this week.
00:02:03
And once upon a time, like I said, in the intro.
00:02:05
You may not have known it, but LinkedIn newsletters were reserved for a chosen few.
00:02:10
Very few people had access to them.
00:02:13
Fast forward to 2021 and they rolled out LinkedIn newsletters as part of creator mode.
00:02:20
So if you had creator mode switched on, you had access to LinkedIn newsletters,
00:02:26
and then not long after that, you know, about six months, a year later.
00:02:29
LinkedIn company pages then had the option to run newsletters.
00:02:34
And now with the disappearance of creator mode, we've now got newsletters available to all.
00:02:46
Now I'm going to go into my top five reasons that I like LinkedIn newsletters, but there
00:02:52
was also a report done the Edelman Thought Leadership report, which I've spoken about on
00:02:56
the show several times because it's just so good.
00:03:00
And it was commissioned in conjunction with LinkedIn.
00:03:03
So, you know, we can really get some insights into what is driving the decisions of LinkedIn.
00:03:08
Why are they going long when on every other platform, people tell you go shorter,
00:03:14
that people's attention spans are shorter.
00:03:17
Well the difference is in the B2B world, we're often looking to make buying decisions
00:03:23
that are for hundreds of thousands of dollars, millions of dollars in some case.
00:03:28
They take, you know, 18 months, two years, sometimes even longer to make happen.
00:03:33
And you're not making decisions on those numbers over those timeframes based on a
00:03:38
short form TikTok, you want to do a deep dive and people are looking for that information.
00:03:45
They want to make sure that they're making the right decision along the way.
00:03:50
And there's so many different ways that you can use LinkedIn newsletters, which is
00:03:54
obviously one of the reasons that I love them.
00:03:56
Now I've had mine going for a while.
00:03:58
I've had about seven and a half thousand subscribers on my personal one and another
00:04:04
few thousand over on my company page.
00:04:07
And it was just so easy for me to get started.
00:04:10
For me, setting up a LinkedIn newsletter was way easier than setting
00:04:14
up a newsletter off the platform.
00:04:17
And even understanding the downside of this is I don't own my list.
00:04:22
I'm building on borrowed land, so to speak.
00:04:25
But the upside for me was pretty simply and easily I could set up the newsletter and
00:04:31
then automatically be in communication with the community that I've built on LinkedIn.
00:04:36
They don't have to go off the platform where they're used to interacting with
00:04:40
me, we can continue that conversation.
00:04:42
But yes, of course, I do know the downside and I appreciate that when you do a deep dive
00:04:49
into email off LinkedIn, there is so much more targeting and personalization that you can do.
00:04:56
So I'm not anti having newsletters off the platform and in fact, you can borrow some of that
00:05:02
information and skills or repurpose what you've already done and bring it across onto platform.
00:05:08
That's one of my favorite ways to use them.
00:06:30
I'm coming off a high this week because I've been working with one of my clients
00:06:34
on a strategy around how they should launch a new newsletter for their company page.
00:06:40
And we've been working on that and we've been focused so much on making
00:06:44
sure that the newsletter was all about adding value to their target audience.
00:06:49
This is a page that has 150, 000 page followers.
00:06:53
So not your everyday page, a pretty chunky size of followers and we wanted
00:06:57
to really take advantage of that.
00:07:00
Now within 24 hours, we had over 20, 000 subscribers.
00:07:06
Within 72 hours, we were up to 25, 000.
00:07:10
And I'm predicting easily within the first week, they'll have a brand new
00:07:14
newsletter with 30, 000 subscribers.
00:07:17
This has now become an extremely important channel for them to reach their target audience.
00:07:23
So yes, that number's impressive.
00:07:25
Who wouldn't want 30, 000 newsletter subscribers, but it's not just the number that counts.
00:07:31
You know, I'm all about the demographics when it comes to analytics.
00:07:34
And when we analyze those through the page analytics, we were blown away that the
00:07:41
people that had subscribed were absolutely in the target audience that we wanted.
00:07:47
So they had the job titles, they had the locations, they had the company sizes.
00:07:51
So it was just a win on all fronts.
00:07:53
And, you know, if that's where we start, it's only going to get better with time
00:07:58
as we learn what their audience reacts to, what they like, and how we can really make
00:08:02
sure that that newsletter stays valuable.
00:08:05
Before we go into my five favorite reasons that I think you should have a LinkedIn newsletter.
00:08:09
I'd love to know in the comments, have you got one?
00:08:12
Is it on your profile?
00:08:13
Is it in your company page?
00:08:15
What success have you had?
00:08:17
Let me know.
00:08:18
If you can't comment, then drop me a DM over on LinkedIn.
00:08:22
Make sure that we're connected.
00:08:23
Let me know that you're listening to this episode.
00:08:48
I'm going to rank my five favorite reasons that I think you should consider a LinkedIn
00:08:53
newsletter in order saving the best to last.
00:08:56
So make sure you stick around for number one.
00:08:58
But let's start with number five.
00:09:00
What is my fifth favorite reason for LinkedIn newsletters that I think
00:09:04
you should take into consideration?
00:09:05
Well, quite simply the flexibility, you have the opportunity to run it through
00:09:10
your company page or your personal profile.
00:09:13
Or if you have employees, you can run it through their personal profiles as well.
00:09:17
So you have so many opportunities to do it in different ways with lots of flexibility.
00:09:23
Now I'm all about The Power of Two.
00:09:24
The LinkedIn Branding Book, when we wrote it is built on that.
00:09:27
How can we leverage the both sides of LinkedIn.
00:09:30
Now, when it comes to your company page, if you set up a newsletter over there, the
00:09:34
only proviso is you need 150 page followers.
00:09:38
So that's a bare minimum.
00:09:40
The best part about it is if you have a much bigger page and you have separate brands,
00:09:45
or maybe you deal with information going to different locations, you can set up up to
00:09:51
five different newsletters per company page.
00:09:53
So that's a pretty cool idea that you can play around with and remember, we're always
00:09:58
only setting up content that we can manage over the longterm and do consistently.
00:10:09
My fourth favorite reason for loving LinkedIn newsletters is the fact that not
00:10:15
only do they get discovered on LinkedIn, but they also get discovered on Google.
00:10:20
That's right, they're indexed by Google.
00:10:22
Which means that if someone goes to Google and types in a question, looking for answers, and
00:10:27
your LinkedIn newsletter is the best choice, then Google will put that information forward.
00:10:33
So I think that's brilliant because LinkedIn is seen as trustworthy, and credible with Google.
00:10:39
So quite often those results are way up the top, far more than I can
00:10:43
achieve by myself as a small business.
00:10:45
And if you think about it, if you create your own newsletter off
00:10:49
LinkedIn, we don't get this benefit.
00:10:51
So that's why it comes in at number four for me.
00:11:14
Moving on to my third favorite reason that I love LinkedIn newsletters,
00:11:18
and that is the power of repurposing.
00:11:21
These newsletters on LinkedIn, give us opportunities to reuse some of our
00:11:25
content and that could be a blog article that you've written off the platform.
00:11:29
It could be an existing newsletter that you do off LinkedIn, but want
00:11:32
to leverage your LinkedIn community.
00:11:35
Podcast episodes you can easily embed.
00:11:38
YouTube videos you can easily embed.
00:11:40
Same with LinkedIn posts.
00:11:42
There are so many different ways that you can take what you've already created and give
00:11:47
it another life on your LinkedIn newsletter.
00:11:50
You know, I'm a big fan of any time that we can take existing content and stretch the life
00:11:55
out of it, repurpose it, get more return on our investment for the amount of time that it takes.
00:12:00
So from this perspective, it's another big tick for me.
00:12:10
My second favorite reason for loving LinkedIn newsletters is just how easy they are to set up.
00:12:17
It takes just a few minutes.
00:12:19
And for me, that took away the headache of trying to solve, which is the best
00:12:25
tech platform that I should be using, doing all of my branding, creating lead
00:12:29
magnets, having signup forms, worrying about welcoming sequences, all of these additional
00:12:36
steps that are involved in traditionally creating a newsletter off the platform.
00:12:41
And that for me has put me off for a number of years to the point where I'm
00:12:46
only now just getting around to it.
00:12:48
And in my head, there's still a mental block about, Oh my God, what
00:12:53
if I make the wrong tech choice?
00:12:55
What if I set it up over here and then I have to move it?
00:12:58
What is an email sequence that is not going to annoy everybody else?
00:13:02
Oh man, do I have to go and create a lead magnet?
00:13:05
What is a lead magnet?
00:13:07
What's the best one?
00:13:08
These are the kinds of questions that have been going on in my mind
00:13:11
at different stages over the years.
00:13:13
With the LinkedIn newsletter, it was set up pretty quickly in a few minutes.
00:13:17
Very easy to follow.
00:13:18
Press publish and away I went.
00:13:21
So that is my second favorite reason for why I love LinkedIn newsletters so much.
00:13:26
The ease of setup is second to none.
00:13:29
So what is my number one reason that I love LinkedIn newsletters?
00:13:34
I'll let you know after this quick break.
00:14:01
So my number one reason for loving LinkedIn newsletters is the fact that
00:14:06
they are the ultimate algorithm buster.
00:14:08
So let me tell you how this works on the very first time that you publish the
00:14:13
newsletter goes out to every single one of your personal connections and followers.
00:14:19
Think of it as a golden free kick that only happens on that first ever newsletter.
00:14:25
And the same happens over on your page.
00:14:27
When you press publish, it gets notified to every single page follower.
00:14:33
It is the only time that that happens on LinkedIn.
00:14:36
So make sure your first newsletter is the best.
00:14:40
Once that goes out to people, they have the opportunity to subscribe.
00:14:44
And once they hit subscribe, that means every time you publish the newsletter, They'll
00:14:49
receive a notification for some people, depending on their settings they'll also
00:14:54
maybe get a copy in their inbox off LinkedIn.
00:14:57
So it's not even lost in amongst the notifications.
00:15:01
It is the ultimate LinkedIn algorithm fighter.
00:15:05
And if you think about it, when you do a normal post, the algorithm determines
00:15:09
who that is most relevant to and shows a percentage of your followers and connections.
00:15:15
With a LinkedIn newsletter, every time you hit publish, it goes out to all of your subscribers
00:15:20
who have their notifications turned on, or it will show up in their inbox off LinkedIn.
00:15:26
So if you think about it, you press publish on the newsletter.
00:15:30
It notifies every single one of your subscribers and then automatically you're no longer
00:15:37
fighting for space and, you know, really facing fierce competition in the home feed.
00:15:42
Now this is especially important for company pages, which we know
00:15:46
aren't being displayed there as much.
00:15:48
So we've got to find ways to work around this.
00:15:50
So that's why I love LinkedIn newsletters.
00:15:53
That is my favorite reason of all.
00:15:56
And if you're just starting out on LinkedIn, I would suggest just
00:15:59
hanging back on this for a little bit.
00:16:01
Find your feet, work your way around on the platform.
00:16:04
And then when you have that consistency and grow a decent community, then you can
00:16:08
really take advantage of that free golden kick that happens on the first newsletter.
00:16:13
So I hope that that has inspired you to consider LinkedIn newsletters, that there is
00:16:18
a place for long form content on the platform.
00:16:21
That the modern B2B buyers are actually asking for this content, they don't
00:16:26
always want short form content.
00:16:29
So no more fighting with the algorithm is exactly what I'm up for.
00:16:33
And I hope that you are to listeners.
00:16:41
Now, rather than an actionable tip this week, it's a bit of a LinkedIn new feature, public
00:16:46
service announcement that I thought I'd go with, and it's actually related to LinkedIn
00:16:51
company page invites to follow the page.
00:16:54
Now, the reason that I want to bring this up is that LinkedIn did some changes with
00:16:59
the admin layout over in page admin view.
00:17:02
And when they did that, they moved the invite to connect where you get 250 invites, they
00:17:08
moved that into a random place under analytics.
00:17:11
And so we all lost it and there was a bit of an uproar and we gave them feedback
00:17:16
and thankfully they listened and now it's sitting over in the admin view.
00:17:21
Left hand menu down the side, you'll see invite followers.
00:17:26
And so that's the place where you can go and look for it.
00:17:28
You get your 250 invite credits per month.
00:17:31
If you don't use them, you lose them.
00:17:33
So if you haven't been able to find it, that's where it is now.
00:17:36
If it's not there, then it just means that the update hasn't rolled out to you as yet.
00:17:41
So hang in there.
00:17:42
They are fixing it.
00:17:43
So listeners, as we wrap up the show today, if you want to know what a LinkedIn newsletter looks
00:17:48
like, or have a look at some best practices, why not come across to my LinkedIn profile,
00:17:52
Michelle J Raymond, have a look in the featured section and you will see my newsletter there.
00:17:57
Click on that.
00:17:58
You can go back and have a look through the past editions at the different layouts
00:18:02
and styles that I've tried and I'm always happy to make recommendations if you'd
00:18:06
like to look at some other great examples.
00:18:08
So until next week, cheers.
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