How Law Firms Can Use LinkedIn Newsletters in Their Marketing Efforts | Stefanie Marrone Consulting
LinkedIn has added what I think is the most useful tool in a long time for companies to engage and deliver value to their followers: the ability for Company Pages to post email newsletters directly through its platform.
Anyone can discover, read and share your LinkedIn newsletter.
LinkedIn users can also follow without following your company page or being connected to anyone in your organization.
This highlights 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 companies with more than 150 followers who actively maintain a presence on LinkedIn.
All types of LinkedIn Company Pages can create a newsletter, including Showcase Pages, Product Pages, and Services Pages. But if you create a newsletter with a subpage, the newsletter will not link to the parent page.
Here’s how to create a LinkedIn Company Page newsletter:
- From the Super or Content admin view, click on “create a newsletter”
- Add a title, description, post cadence and logo for your newsletter and click done
- Add content and images (you can even embed YouTube videos directly into the newsletter)
- When you click publish, your newsletter will also be shared in your News Feed (don’t worry, you can edit a post – or delete one – at any time)
- After you publish your first issue, a page for your newsletter is automatically created with an overview of your newsletter, your page information, and a list of newsletter articles.
You can use your newsletter page to provide a preview of your newsletter and share it on or off LinkedIn to increase your reach. You don’t need to be logged in to view the page, but members must log in to follow or share it on LinkedIn.
By default, your LinkedIn Company Page subscribers will be prompted by notification to subscribe to your newsletter once the first article in your newsletter has been successfully published. Subscribing means that they will receive a notification and an email when you publish a new edition of the newsletter.
I recommend that you check the analytics of each newsletter you send and check who has subscribed to it. Within hours of the first edition I sent out of my own newsletter, I had thousands of followers. I didn’t have to worry about GDPR rules or email collection and list building. Everything was integrated with LinkedIn. I’ve also found that the number of subscribers increases with each issue you send, so post with a steady cadence.
There are plenty of opportunities here for businesses of all kinds as this is a new feature on LinkedIn for businesses (it’s been available for individuals for a short time) and most businesses don’t know about it still (and certainly aren’t using it yet), so being an early adopter is to your advantage.
Even if you send an email newsletter, you should still use the LinkedIn platform to send a newsletter because you will reach a different audience and expand your network for your content.
Moreover, people are subscribe to this newsletter, so it’s not about building an audience from scratch, and if you’ve never sent 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 the waters.
It’s also very easy to reuse content you already have. I would include hyperlinks to your website or blog along with the full text (to keep the newsletter short and drive traffic to your site).
You can embed links from YouTube in the newsletter to play. Check out my LinkedIn newsletter to see what it looks like.
Here are some content ideas you can include in your LinkedIn Company Page newsletter:
- Article excerpts with links to your latest blog posts or customer alerts
- Links to past webinars (also provide summary)
- Links to recent podcasts and videos (with presentation notes)
- Recent case studies
- Q&A with your employees
- Highlights of your community service / pro bono work
- Announcements of your latest hires
- Recent media coverage (this would be the only place I would recommend including self-promotional articles in the newsletter – the rest should be customer-focused)
- Upcoming events/webinars – this is a great way to promote them
- Open jobs – why not promote them via this newsletter? It’s a competitive job market
- News about your diversity programs and women’s initiatives – customers care a lot
Check out this new LinkedIn Company Page feature and let me know what you think. With nearly 800 million people on LinkedIn and the fact your competitors probably aren’t using it yet, it’s at least worth a try.
Stefanie Marrone advises law firms of all sizes, professional services firms, B2B companies, recruiters and individuals on the full range of marketing and business development consulting services designed to increase revenue, retain clients current ones and achieve greater brand recognition. She also holds the position of marketing director/outsourced marketing department for small and medium-sized law firms. During her nearly 20-year legal marketing career, she has worked in and with a wide range of large, mid-sized and small law firms, which has given her valuable industry perspective. legal. Connect with her on LinkedIn, subscribe to his mailing list and follow his latest writings on JD Supra.