Maximising Engagement with Sponsored LinkedIn Newsletters

LinkedIn has become a powerhouse for professional networking and content sharing, and its newsletters feature is now a game-changer for businesses. With a 47% increase in engagement and over 184,000 newsletters published, LinkedIn has introduced sponsored newsletters, allowing companies to promote their content through ads. In this blog, we explore the benefits and strategies for using sponsored LinkedIn newsletters to enhance your brand’s visibility and engagement.

The Rise of LinkedIn Newsletters

LinkedIn newsletters have seen a substantial surge in popularity, with engagement soaring by 47% over the past year. These newsletters provide a unique way for businesses to share valuable content, keeping their audience informed and engaged. With 184,000 newsletters currently published on LinkedIn, it’s clear that this feature is resonating with users.

What Are Sponsored LinkedIn Newsletters?

Sponsored LinkedIn newsletters are a new feature that allows companies to promote their newsletters as ads. To sponsor a newsletter, you need to create an organic post on your company page that promotes the newsletter, including a link to the newsletter URL. This post can then be boosted, turning it into a sponsored ad.

Benefits of Sponsored LinkedIn Newsletters

1. Increased Visibility: Sponsored newsletters appear as ads, reaching a broader audience beyond your existing followers.
2. Enhanced Engagement: Users can comment on sponsored newsletters, fostering a two-way conversation that isn’t possible with traditional email newsletters.
3. Cross-Promotion: You can use LinkedIn newsletters to cross-promote content from your email newsletters, reaching users who might prefer consuming content on LinkedIn.

How to Get Started

To leverage sponsored LinkedIn newsletters, follow these steps:

1. Create Quality Content: Ensure your newsletters provide valuable, engaging content that resonates with your audience.
2. Post Organically First: Publish a post on your company page promoting your newsletter with the URL.
3. Boost the Post: Use LinkedIn’s ad tools to sponsor the post, increasing its reach and visibility.
4. Engage with Your Audience: Respond to comments and encourage discussions to foster a community around your content.

Conclusion

Sponsored LinkedIn newsletters offer a powerful way to increase your brand’s visibility and engagement on the platform. By promoting your newsletters as ads, you can reach a broader audience, encourage interaction, and provide value to your LinkedIn community. As LinkedIn continues to roll out this feature, it’s an excellent opportunity for businesses to enhance their content strategy and connect with their audience in meaningful ways.

This blog was written using content from our Social Media Marketing Update for July 2024. You can watch a recording of the full session here.