Before launching a LinkedIn® newsletter, decide what the publication is for, who it serves and whether you can sustain it. These five decisions reduce the risk of creating a newsletter that starts enthusiastically but quickly loses direction. If you have not yet chosen between publishing personally and from a Company Page, begin with the personal versus Company Page comparison.
I’ve launched many LinkedIn® Newsletters for companies and individuals. Here are my five top tips to help you avoide commons mistakes.
1. Choosing the Right Frequency
You get to decide the frequency, and you can change the frequency. It’s not an automated process. Each issue is created and published whenever you decide to hit the publish button.
That said, you do have to indicate the frequency when you first set up the LinkedIn® Newsletter. This is shown to potential subscribers. So it’s mostly about managing expectations.
Frequency is determined by your capacity and the type of content you’re offering. Weekly newsletters are common, but if you’re focused on more in-depth pieces, monthly might work better.
LinkedIn® Newsletters are beautifully simple to operate once you get started, BUT do not underestimate the time it takes to create the content: writing, sourcing and creating images. If your company has the subject and expertise but not the capacity to build and run the publication consistently, my LinkedIn® Company Newsletter Service covers setup, launch and ongoing management.
Note: LinkedIn® recently launched a AI Feature Image Generator that makes it easy to create. The results are functional, but not fantastic.
Remember, at the beginning you may be full of great ideas that will fill up 3 issues of your newsletter, but you will have to set aside time for issue 4, 5, and 6.
Action Points:
- Choose a publishing frequency that aligns with your schedule and content goals.
- Review how often your audience interacts with similar content to find the best rhythm.
- Start with a lower frequency (e.g., monthly) and gradually increase if you can manage more.
- Consider setting reminders to make sure your activity is managed.
2. Define Your Goals from the Start
Before launching, be crystal clear about what you want to achieve. Are you looking to grow your personal brand, attract new clients, or establish yourself as a thought leader in your industry?
Action Points:
- Write down three specific objectives for your newsletter (e.g., increase visibility, drive website traffic, attract leads, educate).
- Set measurable goals, like gaining a certain number of subscribers by a set date.
- Align each piece of content with one of your overarching goals.
3. Get to Know Your Audience and Their Needs
Successful newsletters are built around a clear understanding of your audience. Whether you’re targeting decision-makers, fellow executives, or industry peers, it’s essential to offer content that speaks directly to their needs.
Action Points:
- You can post a Poll to your LinkedIn® connections to identify common pain points or interests.
- Analyze comments and interactions on previous posts to understand what resonates most with your audience.
- Define key demographic details: industry, role, and challenges your audience faces.
- Create reader personas to better tailor content to specific groups.
4. Plan Your Content Calendar
Consistency is what keeps subscribers coming back. Before your first issue, draft a few ideas or topics so you’re not scrambling for content later.
Action Points:
- Map out your first three to five newsletter topics before launching.
- Wtite down your publication dates for the next three months and set reminders in your calendar.
- Decide on a consistent theme or style that subscribers can expect from every edition.
- Use a content calendar tool to stay organized (e.g., Trello, Notion, or Google Sheets).
5. Create a Strong Visual Identity
First impressions matter, and your newsletter should reflect your professional brand. Take the time to create a clean, cohesive look that matches your Personal Profile.
Action Points:
- Review other successful LinkedIn® newsletters for design inspiration.
- Design a unique logo or header that reflects your personal or company brand.
- Select a color scheme that aligns with your branding and use it consistently in each edition.
- Use high-quality images that are relevant to your content – A free Canva account will be your best friend if you’re not an expereinced graphic designer.
