The Untapped Power of LinkedIn Newsletters: The Secret Weapon For Professional Services Businesses

Today, let's dive into an untapped opportunity that very few professional services businesses are leveraging on LinkedIn. I’m talking about LinkedIn newsletters – the secret weapon to share your expertise, engage your audience, and voice your thoughts and industry predictions.?

Why Should Professional Services Businesses Invest Time and Effort in Crafting LinkedIn Newsletters??

It's a valid question, here are my thoughts on this.

LinkedIn is the go-to hub for professionals, where connections are forged, networks are nurtured and new business is made. With over 900 million members, the potential reach continues to be enormous. But that's just the tip of the iceberg…

Demonstrate Your Expertise: LinkedIn newsletters offer you a dedicated platform to offer your knowledge and expertise to a ready to learn audience. They allow you to dive deep into industry-specific topics, share insights, and establish yourself as a thought leader in your field.

When you consistently provide valuable content which is specific audience (typically one based on your current clients and customers), you position yourself as the go-to expert in your industry.

Did You Know? When you write your first LinkedIn newsletter, LinkedIn automatically sends an invitation to subscribe to your entire network. For those that subscribe, each time you share a new newsletter, your subscribers will be notified on LinkedIn as well as receiving the newsletter straight to their email inbox.?

Build Credibility: Writing well-researched and insightful newsletters not only educates your audience but also builds trust and credibility. When people see that you're willing to share your expertise freely, they're more likely to trust your services when the need arises.

Direct Engagement: Unlike generic social media posts that can get lost in the vortex of the LinkedIn algorithm, LinkedIn newsletters have a dedicated spot in your followers' feeds. This means more direct engagement with your content and an increased opportunity to spark meaningful discussions and direct conversations with your ideal clients and customers.?

You don’t need to have a huge audience or subscriber list to make LinkedIn newsletters work for you. One of our clients got the first sale of their training programme within just a few hours of launching their newsletter and with only 142 subscribers!?

Did you know? A recent survey of B2B decision makers by FT Longitude found that 78% agreed that if they read intelligent thought leadership, they are more likely to trust or listen to that company in the future.

What Could Get in the Way of Writing a LinkedIn Newsletter?

Before I delve deeper into the benefits of writing a LinkedIn newsletter, let's address this all important question.?

Time Constraints: Crafting high-quality content takes time. Many professionals already have jam-packed schedules, and finding the hours needed to research, write, and edit can be daunting, even with the introduction and appropriate use of AI tools.?

Content Quality Concerns: Your newsletter is a direct reflection of your expertise. If you're not confident in your writing or research abilities, it might hold you back from getting started.

Fear of Commitment: Consistency is key when it comes to newsletters. Maintaining a regular posting schedule can be challenging, especially when your own commitment to clients and customers take priority.?

These are some of the reasons our clients outsource the creation of their LinkedIn newsletters and wider thought leadership content strategy to my agency and/ or hire me to help them create their thought leadership content strategy.?

A word of caution here, if you are going to outsource your thought leadership content strategy, do your due diligence. Appropriate research, tone of voice and a deep understanding of what your audience wants to hear about are essential to building your reputation and authority.?

The Benefits of Writing a LinkedIn Newsletter

Yes, there are many benefits for professional services businesses who commit to publishing a Linkedin newsletter as part of their thought leadership content strategy.?

Thought Leadership: Your LinkedIn newsletter is your space to share your unique perspective on industry trends, innovations, and challenges. This helps position you as a thought leader, someone with their finger on the pulse of your field and most importantly, as the go-to business for when your audience is ready to engage.

New Prospect and Client Engagement: When new prospects and your current clients see that you're consistently delivering valuable insights, they are more likely to engage with your content. This leads to meaningful discussions, relationship building, and new business opportunities.

Networking Opportunities: Writing a LinkedIn newsletter can attract the attention of like-minded professionals, both in and outside your organisation. It opens doors for collaborations, partnerships, and networking that you might not have otherwise considered. For example, one of our clients was recently invited on to a podcast series aimed at their exact target audience as a direct result of their LinkedIn newsletter. Pretty cool!?

Conversation Starters: A brilliant advantage of LinkedIn newsletters is that you are able to view everyone who has subscribed to it. This gives us a great opportunity to start conversations with new and existing connections, especially those who could be an ideal client in the future.?

Content Library: LinkedIn newsletters aren't just a one-time post. Over time, you'll amass a library of articles that can be repurposed and used across your various marketing channels.?

Did you know? When you start a LinkedIn newsletter, LinkedIn automatically populates your profile ‘Featured’ section with the link to your newsletter, the newsletter title and description making it easy for new visitors to decide whether to go ahead and subscribe.

Turning Your Newsletter into a Month’s Worth of Content?

Your LinkedIn newsletter is a powerhouse of information, don’t let it collect digital dust. Here's how you can transform it from one pillar piece of content into a month of content for your social channels and sales outreach:

Blog Posts: Repurpose your newsletter content into blog posts for your website. This can boost your website's SEO and provide valuable resources for your audience.

Podcasts: Use the insights from your newsletter as a foundation for podcast episodes. This can help you reach a broader audience and engage with them in different ways.

Social Media Content including…

Infographics: Condense key points from your newsletter into visually appealing infographics. These are highly shareable and can convey complex information in a simple format.

Quote Graphics: Highlight compelling quotes or statistics from your newsletter and turn them into eye-catching graphics for social media.?

Video Snippets: Create short video clips where you discuss the main takeaways from your newsletter.?

Polls and Questions: Use snippets from your newsletter to craft engaging polls and questions that encourage interaction from your audience.

Sales and Business Development Content: Link to your LinkedIn newsletter in emails, LinkedIn messages and other business development communications.?

LinkedIn newsletters are an under-valued asset for professional services businesses. They offer a unique platform to demonstrate expertise, build credibility, and engage with your audience directly.?

And, with a little dedication and creativity, you can repurpose your LinkedIn newsletter content into a month's work of brand building content that keeps you front of mind for when your audience is ready to engage your services. Need some help with this? Book a 30 minute exploratory call with me.?

Who is Janine Capaldi

I'm co-Director of Capaldi Marketing, a Content Marketing & Lead Generation agency focused on building brand awareness and qualified sales pipelines for professional services businesses, through thought leadership led marketing strategies.

When I'm not strategising & consulting on all things thought leadership, you'll find me exploring the beautiful Chiltern Hills with my 2 boys, eating too much food with my husband and business partner Jamie, and indulging in 1990's Britpop.??