LinkedIn’s recent update expanded on several components of the platform, including adding a feature where users can send a newsletter. As a result, the newsletter feature is now available to even more users. However, that doesn’t mean every user should be scrambling to launch one. Would a LinkedIn newsletter truly benefit you as a lawyer? Here’s what you need to know about starting a LinkedIn newsletter for lawyers.
The Newsletter Concept
LinkedIn has always had an article feature, and the newsletter capability came naturally from that. According to LinkedIn, newsletters allow audiences to stay abreast of topics and conversations that are important to them through easy access to content created by those they’ve connected with and brands they follow. LinkedIn newsletters also grant creators the ability to communicate with followers on subjects in a way that establishes their position as thought leaders.
Experts say that a newsletter might make sense if creators are able to focus on genuine, high-quality content. Simply sharing high-level updates or well-known news isn’t likely to generate a lot of traction. If you have an interest in telling real stories or showing what’s “behind the curtain”, then a newsletter might make sense. Newsletters should come from a place of authenticity – not simply seeking to grow your audience. Expanding and interacting with your audience will come naturally if you provide value.
Of course, before you can begin creating a LinkedIn newsletter, you’ll need to determine if the feature is available to you. You can start by going to the Creator Hub in the Resources section of your LinkedIn profile page. The “Newsletters” feature will be marked as “Available”. You should be able to access this functionality if:
- Your account has at least 150 followers or connections
- You’ve recently shared original content
- You have agreed to adhere to LinkedIn’s professional community policies
Tips for a Compelling Newsletter
If you think you might want to take on a LinkedIn newsletter, think about what you can share and how often. Additionally, there are some best practices that can help you to make the most impact with your newsletter.
1. Repurpose Content
A newsletter is a great way to get more traction from previous articles you’ve shared. If you’ve shared evergreen content, you can start by moving old articles onto LinkedIn to introduce them to a new audience.
2. Pique Interest
Many of the best newsletters offer about half of an original article with a call-to-action that links to the remainder. This is particularly helpful if your goal is to drive users to a particular page or article.
3. Tailor Content
Many creators have seen success with updating previously created material and then adding other content that builds on that topic. The key is that you need to tweak it for the intended audience. You don’t need to reinvent the wheel, but you do need to ensure it’s relevant to readers.
4. Test Formats
If you already have a traditional email newsletter, you may want to investigate which channel your audience prefers (instead of sending them both). This is particularly true if both newsletters feature the same content. Some lawyers find they prefer the LinkedIn version because they can see reactions online or respond to comments. LinkedIn newsletters also aren’t subject to spam folder limitations. However, if you have built up a strong audience for your email newsletter, be careful about simply switching over. This is why testing is helpful.
Additionally, LinkedIn offers some tips for newsletter creation:
- Use a name that clearly articulates the content focus of the newsletter.
- Write in your typical voice and tone.
- Keep headlines concise and direct.
- As you share the newsletter, engage followers by adding a question or a few lines of commentary.
Generally speaking, a LinkedIn newsletter is going to be a good fit for most lawyers. That’s because it’s a tactic that can help to establish expertise, engage and nurture a network, and better define your services – all things that can lead to more business for you. However, if you have a carefully planned email strategy that also reaches LinkedIn followers, it could be redundant. Start by reviewing these steps and determining how you reach your database contacts and how beneficial connecting with more people on LinkedIn might be.