Right, let’s talk LinkedIn. For a long time, I viewed it as a digital CV repository, a place to passively exist and maybe endorse a skill or two. But then I saw the light, or rather, the algorithm. I realised the platform’s potential for generating actual business, not just accumulating connections. The key, I discovered, lies in actively experimenting with its evolving features and understanding its ever-shifting algorithm. Today, I’ll walk you through my journey with LinkedIn Newsletters and how I’ve learnt to navigate the platform’s currents to gain visibility and, crucially, nurture leads.
Harnessing the Power of LinkedIn Newsletters: Building Authority and Nurturing Leads
One of the most impactful things I did was diving headfirst into LinkedIn Newsletters. Creating one isn’t rocket science. You just need to head to your profile, enable ‘Creator Mode’ (if you haven’t already – it’s in your profile dashboard), and then look for the ‘Write article’ option. In the editor, you’ll see a prompt to create a newsletter. Give it a compelling name, a snappy description that clearly outlines its value proposition, and a visually appealing logo. Think about your target audience. What are their pain points? What solutions can you offer? That’s the foundation of your newsletter.
For example, mine is called ‘Digital Dispatches’. I knew my audience – small business owners and marketing managers – were overwhelmed by the constant barrage of digital marketing advice. So, I promised them concise, actionable insights they could implement immediately. I made it about clear value and practical application.
Content is King (and Queen!): Planning and Engaging Your Audience
Content planning is crucial. You can’t just wing it. I use a simple spreadsheet to map out topics for the next few months, aligning them with relevant industry events or trends. I aim for a mix of thought leadership pieces (my perspective on emerging trends), practical guides (step-by-step instructions), and case studies (demonstrating real-world results). Remember to use a conversational tone. No one wants to read a dry textbook. Tell stories, share anecdotes, and inject your personality into your writing. People connect with people, not faceless corporations.
Regarding engagement, ask questions. End each newsletter with a call to action, encouraging readers to comment, share, or even book a call. Monitor the comments section diligently and respond to every query or comment. It shows you’re listening and actively engaged.
Frequency and Promotion: Setting the Right Rhythm
Initially, I experimented with weekly newsletters, but it proved too demanding. Now, I aim for fortnightly. It gives me enough time to create quality content without burning out. Promoting your newsletter is just as important as creating it. Share excerpts on your LinkedIn feed, tag relevant people, and use relevant hashtags. I also include a prominent subscription link in my profile summary and email signature.
Consider cross-promotion. If you collaborate with other industry experts, offer to feature their content in your newsletter in exchange for them promoting it to their audience. It’s a win-win.
Staying Ahead of the Curve: Algorithm Whispering
Now, for the tricky part: understanding the LinkedIn algorithm. It’s a moving target, constantly evolving. The best way to stay ahead is to actively monitor LinkedIn’s official updates and industry blogs. Pay attention to what types of content are performing well and adapt your strategy accordingly. Are videos getting more traction? Start incorporating them. Is LinkedIn favouring posts with personal anecdotes? Share your experiences. A key thing is native content – utilising images and videos which are directly uploaded to the platform. This keeps the user on LinkedIn and increases organic reach.
I’ve found that LinkedIn rewards engagement. So, I actively participate in relevant groups, comment thoughtfully on other people’s posts, and share valuable content from other sources. It all contributes to building your authority and expanding your reach. Also, try new things – LinkedIn polls are a fantastic way to gauge your audience’s opinions and spark conversations.
Experimenting with Innovation: Finding New Business Avenues
To gain new business, you need to actively innovate in your approach. Consider what you need to get in return for your time. Is it leads? Is it conversions? If its conversions you need, then your newsletter needs to directly offer a service that allows readers to do this, maybe it is a free assessment of their website, maybe it is a free marketing plan based on the information they give you. If it is new leads you are looking for then consider making your newsletter a ‘premium’ offering of exclusive content in exchange for a business email. There are many things you can do to actively make your content deliver for you.
LinkedIn also loves native video. I have used the ‘record a video’ button to record short tips of advice which take less than a minute to record but have had a really high amount of engagement for the minimal time investment.
Ultimately, succeeding on LinkedIn requires a blend of strategic content creation, consistent engagement, and a willingness to adapt. It’s about providing value, building relationships, and staying curious. So, embrace the experimentation, keep a close eye on the algorithm, and you might just find yourself riding the LinkedIn wave all the way to business success.
