Which is Better: LinkedIn Newsletters or Company Website Newsletters?

Which is Better: LinkedIn Newsletters or Company Website Newsletters?

Brenda Meller?? Brenda Meller??

Brenda Meller??

LinkedIn Coach & Marketing Consultant | Offering 1:1 Coaching, Online Programs & Team Training | Follow for LinkedIn & Marketing Tips | LinkedIn Coach & Speaker ????

发布日期: 2023年10月16日
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Now that LinkedIn offers newsletters, you might be wondering, "Is it better to publish here or continue to publish newsletters through our website?" and if so, you're not alone.


Publishing on LinkedIn certainly has its benefits, including:

  • When you publish your newsletters, they appear as a post on LinkedIn, AND are sent to LinkedIn newsletter subscribers via a NOTIFICATION on the platform, AND they are sent to your LinkedIn newsletter subscribers to their email inboxes (unless they have shut this off, which most people won't do).
  • You're reaching people who are ON LinkedIn, many of which won't subscribe to email lists.
  • Your first newsletter is published to ALL your connections / followers, and it gives them the option to SUBSCRIBE.
  • LinkedIn offers some (limited) analytics, so you can learn a bit about who's engaging.


Pay attention to "Impressions" here - my count is 3,273
Yet LinkedIn says this article received 6,680 "Article views" - go figure!


Limited data: Locations, Job Titles, and Companies - but you cannot see WHO the people are.


But publishing your own email newsletter / blog on your website offers other benefits, including:

  • You're not on rented real estate. People who opt-in to your website / email are giving you permission to communicate with them directly. LinkedIn is owned by LinkedIn. If you ever lose access to your account, or they disable newsletters, you lose those subscribers.
  • Your website / email analytics are better. I love LinkedIn and all, but c'mon -- look at the data above. The bar is pretty low here! When I send an email, I can see open rate, who opened, who unsubscribed, and more.
  • You are relationship-building. When I send an email about a new blog, I give people the ability to reply back to me directly without having their comment seen by everyone on LinkedIn.


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With either route, I recommend the following:

  • Always include a CTA (call to action) promoting a relevant service. For example, if you found this newsletter / blog helpful, keep in mind that I offer 1-to-1 LinkedIn strategy coaching services. More info here. (see what I did there?)
  • Always encourage commentary, in the form of asking for feedback. Did you find this helpful? Comment below or share this post along with a friend or colleague (again, see what I did there?)



And if you decide to do both:

  • Don't publish simultaneously. Pick where you WANT GOOGLE to find first, and publish there first. Then, publish in the other place a few days (or even weeks or months) later.
  • Don't tease here, and drive people to your website for the full article. It annoys me when I click on a LinkedIn newsletter, and you only give me a few sentences and send me a link to your website to "read more." And I know I'm not alone. You've lost me.
  • Break up your copy with visuals. Nobody wants to read a 3,000 word essay. If you think they are going to read it, you're mistaken. Really.


Hope you found this helpful!


??????????

My name is Brenda Meller (63,691 followers) and if you follow me here on LinkedIn, I'll help you get a bigger slice of the LinkedIn pie.

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Shandy Welch, PCC

Partnering with executive leaders to optimize strengths and lead with excellence~ ICF PCC Certified Executive and Career Coach~ Certified Positive Intelligence Coach~Board Member~ Healthcare clinician and administrator

1 年

Super helpful, thank you!

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Allison Chisolm

Delivering Words with a Purpose | Strategic Content for Organizations Seeking to Find Their Voice | Identifying What Is Your Story, Who Needs to Hear It and How

1 年

What a great question to pique my interest -- I truly couldn't answer it so now I know the pros and cons. Thank you Brenda Meller ??!

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Sara Towers

?? Change Manager ?? Project Manager ?? 15+ Years Experience in Higher Education | Economic Development | Local Government ?? Successfully Delivered 50+ Change Projects ?? Passionate Advocate for People-centric Change

1 年

Thanks for your insights on this subject Brenda. As a new freelancer with two business offerings, I have been giving this some thought as I look at newsletters as a tool to engage with current and future clients. I really appreciate the insight to do both, but look at the timing of publication. If I decide at any point to do a newsletter, I will add to my content calendar to be published via Company Websites and LinkedIn, but spread the timing of both apart - its like getting two lots of content for the 'price' of one! That's a win in my book! ??

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Val Roskens Tews

Content strategy writer for impactful authors and coaches ?? Stress-free content creation that builds a community of readers, clients, and *business friends* ??

1 年

Brenda Meller ?? - great information about the advantages of LinkedIn newsletters and of company website newsletters. I knew about some of the points, but learned some new points as well.

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Tony Restell

Transforming your firm's social media to become a source of real business wins | Founder of Social-Hire.com, a B2B social selling agency | Social media marketing is like a Rubik's Cube. I'll help your business solve it!

1 年

A great round-up Brenda Meller ?? and I'd add one more clear benefit to publishing a newsletter via LinkedIn. The deliverability of the emails direct to the main inbox of your subscribers is unmatched. Regular newsletter sending services will often end up in Gmail's Promotions tab (or similar with other email providers) rather than in the primary inbox. LinkedIn has a 95%+ success rate in newsletters ending up direct in people's main inbox and consequently we see read rates of 50+ percent being achieved on most newsletters, far higher than you'd get on average with a regular newsletter. Have you seen a similar trend yourself?

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