How to Use LinkedIn Newsletters and Why They Matter
From an investor relations (IR) perspective, LinkedIn is often regarded as the most valued social media channel for communicating with investors. It is a platform filled with tricks and tools that can get audience-specific and drive engagement where you need it. One of those tools that is frankly underused and underplayed in its value is LinkedIn Newsletters. For anyone in the IR space, LinkedIn Newsletters are a powerful source for information sharing and investor communications. Here are some reasons why you should consider creating a LinkedIn Newsletter as part of you IR strategy:
Notifications prompting readership
LinkedIn Newsletters are rooted in a series of articles that you regularly publish, much like a conventional email newsletter. Subscribers receive in-app and email notifications when you publish a newsletter, so not only can your audience see it by scrolling through their feeds, but they also receive it right in their inbox, prompting a notification on their devices, too. LinkedIn Newsletters increase the chances of the right people seeing your content and more importantly, engaging with it.
Drive conversions
Driving conversions is the process of making a follower into a supporter, making an interested party into an investor, or making a curious consumer into a customer. Conversions are the currency of business no matter how you put it. Actioning a conversion requires a lot of marketing leg work. Building rapport and trust with potential investors (both financial investors or those simply invested in your business or cause) will do the work to drive conversions through the door. A LinkedIn Newsletter provides a sense of consistency in your communications, pushing readers one small step towards conversion each time your newsletter notification pops across their screen.
Encourage engagement
Social media is a habitual beast that feeds off of the habits and patterns of its users. In other words, the algorithm favours content that people engage with. Commenting, link clicking, liking, and sharing will boost your post and increase your impressions. Each impression is an opportunity for conversion. A LinkedIn Newsletter encourages sharing and deeper engagement by the simple fact that it creates multiple opportunities for interaction. Not only that, but a personal notification adds a sense of intentional messaging, making viewers more likely to interact because they feel like they are being spoken to directly (because they are).
Enhance credibility
Becoming a thought leader in your respective industry is a sure way to build credibility, which waterfalls into deeper engagement and eventual conversions. A LinkedIn Newsletter presence will allow you to position yourself as someone who is consistent on the platform, and who provides interesting and engaging content for folks to learn from, share, and enjoy. Building content that people can rely on and look forward to will enhance your credibility as a business who is focused on engaging their stakeholders.
LinkedIn Newsletters have endless potential for customer acquisition and investor relations. Once you start building your first one, you won’t want to stop. If you’re not sure about what to do with your newsletter, start by subscribing to some LinkedIn Newsletters of businesses you know and love. This will give you insight into what you like and provide a valuable viewpoint from the customer perspective that you can use to create clear messaging. Newsletters are marketing goldmines and can be used for personal and professional growth. As LinkedIn continues evolving to give us incredible IR communications tools, we want to keep leveraging them. This platform was built for connection and communication, and those pillars of the platform are the fuel to IR and business success.
Interested in amplifying your IR strategy? Subscribe to the irlabs LinkedIn Newsletter for IR resources, company updates, and more.
