LinkedIn Newsletter: Relevanz und erste Schritte

LinkedIn Newsletter: The Most Important Tips at a Glance

1. Think carefully about which topics you want to cover
2. Be clear about who your target audience is
3. A newsletter takes effort, but it builds trust
4. You need a great name
5. Consistency is everything

Introduction & Our Experience

This blog post is your knowledge base for everything around the LinkedIn newsletter. We talk about its relevance, who a newsletter is actually suited for, and ultimately how to set one up for the first time.

Our experience is based on around two years of LinkedIn consulting and building various personal brands and company profiles. During this time, we have tested a lot, published countless posts and newsletters, and developed best practices that work best for us and our clients.

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What Exactly Is a LinkedIn Newsletter?

A LinkedIn newsletter can be set up easily through a LinkedIn company account. It is not fundamentally different from a regular newsletter. You still need a name, a consistent posting frequency, defined topic areas, and a clear sense of who you want to reach.

The only difference is that everything happens on LinkedIn, meaning it is closely connected to your company profile and your followers.

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Relevance: What Does a LinkedIn Newsletter Actually Do for You?

Since the newsletter is directly linked to your company account, you can grow your following more quickly. You can invite people to follow directly through the company account and share the newsletter with your personal network in just a few clicks.

The main value of a LinkedIn newsletter lies in sharing your knowledge and positioning yourself as an expert. A newsletter allows you to engage your target audience even more specifically and get them genuinely excited about your topics. Ideally, you deliver so much value that your followers see it as a channel worth coming back to.

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When Does a LinkedIn Newsletter Make Sense?

In our view, whenever you have knowledge you want to share. We recommend a newsletter to anyone looking to build a community around a specific topic.

For companies that already have a blog on their website, a LinkedIn newsletter is almost a no-brainer, since the content can easily be repurposed. 😊

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First Steps: How to Start a LinkedIn Newsletter

1. Think through your topics and goals beforehand

Before you just dive in, you should know what your newsletter is actually going to be about.

Answer the following questions:

• Which topics should the newsletter cover?
• What should the newsletter be called?
• Who should the newsletter reach?
• What should the newsletter achieve?
• What would be the best case? What would be the worst case?

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2. Be aware of your posting frequency and the effort involved

Yes, a newsletter takes work. Depending on your posting frequency, it can be quite a lot of work, especially for a research-heavy or academic-style newsletter.

Set a realistic posting frequency: longer intervals are fine, as long as you stick to them.

We learned that the hard way. 😉

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3. Write the first article

Write the first article, ideally with as little AI involvement as possible. What applies to blog posts applies to LinkedIn newsletters too: the more original value and personal thinking, the better. AI is welcome for reviewing, but not for generating the actual content.

Then create a thumbnail, essentially a cover image for your newsletter, and you are ready to go.

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The Technical Settings for Your LinkedIn Newsletter

When you open your company profile on LinkedIn, you will already see the "Newsletter" option in the overview.

Simply follow the prompts and complete the key settings: give it a name, set your posting frequency, and write a short description. After that, you can create your first article right away.

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A Few Final Words

Yes, a LinkedIn newsletter can be a lot of work. But you can also see it as an opportunity to convince your target audience of your expertise and establish yourself as a go-to voice in your field. That is how you build a solid community around your topics. And honestly, when does anyone ever give you their undivided attention for that long?

Our take: just give it a try. If you decide it is not for you, at least you will know you gave it a shot.

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About the Author

Hightide, founded by Hendrik and Caro, is an agency dedicated to helping startups and entrepreneurs gain more visibility. We combine LinkedIn marketing and strategic website design as the two most important B2B channels. We are also happy to support SMEs and other B2B experts on their journey.