LinkedIn Newsletters: What I’ve Learned (So Far)

Four weeks ago, I launched my LinkedIn newsletter called The Well-Branded Woman.

It’s been a freaky, fun-filled ride, complete with unexpected twists and turns. What I thought was going to happen didn’t – and what did happen blew my mind.

Here’s what I did and what I’ve learned (so far!).

Here’s how I set up my first LinkedIn newsletter:

I used market research to build excitement.

A week and a half before I launched my newsletter, I created a LinkedIn poll telling people about my new newsletter focus (Gen X and Millennial women) and asking what I should name it.

I wanted to ensure the name would “click” with my target reader. Plus, I wanted to build awareness that I’d be launching a newsletter soon.

If I were to do it again, I would have allowed at least two weeks for this process – maybe a bit more. It worked out because I had some strong newsletter names to test – but the timeline would have been too short if I had started from scratch.

I created attention-grabbing graphics for the newsletter.

My midlife-aged readers would want to know that I was in their age group, so my wonderfully talented designer created a bright orange featured image template with my photo front and center. I wanted a color and design that popped off the page — plus LinkedIn says that images with faces “resonate more with audiences.”

Graphics in hand, I was ready to write my first article where…

I immediately dropped multiple actionable tips in my first LinkedIn newsletter article.

My first article was about how Gen X and Millennial women can transform themselves into online thought leaders. I purposely wrote a very long, informative piece that shared tips I didn’t see anywhere else and were specific to my audience.

I also wove in personal information to help the reader get to know me.

The final article was over 1,800 words – way longer than I had planned. I was curious if anyone would read all those words, but I knew the article provided solid, actionable information.

I also invited women to connect with me and to DM me.

What are my LinkedIn newsletter results (so far?)

• By the end of the first day after publication, I had 163 subscribers. I was so happy! LinkedIn automatically sends subscribers an email as soon as I publish a newsletter, so I reach these readers directly.
• By that following Monday, I had over four hundred subscribers. I was even happier!
• And then, a LinkedIn editor found my article and promoted it on the home feed. All of a sudden, my LinkedIn DMs blew up. Women read my article and vibed with my message. Responding to everyone took more than eight hours, spread over two days. It was amazing!
• Since then, the article has been viewed over 100,000 times and has received over 1,000 likes and over 130 comments. And yes, I responded to all of those comments. Why?
• It’s not enough to simply post on LinkedIn and call it good. If you want to build a community, that means engaging with your audience right after they post and helping them feel seen. By doing so, I was able to start some fantastic conversations with women who would never have opened up to me any other way.

Today, the newsletter has almost 1,700 subscribers. And yes, that first article is positioning!

My LinkedIn newsletter future feels bright.

What I’m (still) learning about LinkedIn newsletters:

• I’ve created SEO writing articles for so long that I naturally thought that’s what this audience would want to learn from me. It was a delightful surprise to know my new audience is looking for personal branding tips and how to future-proof their careers.
• I had to throw my editorial calendar out the window, but I’m okay with that. I’m creating articles on the fly as I read the comments and get a sense of what women what to know.
• I’m still figuring out how to monetize. Right now, creating the newsletter costs me time and money. Would I like to make money from it? Yes, but the time isn’t right. I don’t quite know what the audience needs. I’d rather listen and wait.

I’m playing the long game.

Would I recommend LinkedIn newsletters for other B2B consultants or companies? Yes. It’s turning out to be a powerful content tactic. Overwhelming, but powerful.

Plus, if you’re a freelancer, you could sell LinkedIn newsletter creation and maintenance services. Many B2B companies are new to LinkedIn newsletters, so knowing how to plan and write them could open up a new profit center. Especially if you work with thought leaders and consultants who need branding — but don’t have time to write.

My take: LinkedIn newsletters get a thumbs up.

I’ll keep you posted on my progress.

What do you think?

Are you considering trying LinkedIn newsletters (or suggesting them to your client)? Leave a comment and let me know. 

Oh, and if you want to know how your hero’s journey can help you build your personal brand, check out my latest Charisma Boost post.