0:00

Today we're going to be talking about LinkedIn newsletters

0:02

. Give you a complete rundown

0:04

on how to start a newsletter

0:07

, how to grow your newsletter If you've already

0:09

started one . If you don't know who I am , my

0:11

name is Shanae Maree and I have over

0:13

265,000

0:15

people that are subscribers to my

0:17

LinkedIn newsletter . Sean Carr

0:20

.

0:20

My name is Sean Carr Poncelle . I own

0:22

a marketing agency in San Antonio , Texas

0:25

. I am very familiar with newsletters

0:27

and I can tell you the option

0:29

you are about to learn is very powerful

0:31

.

0:31

What is a LinkedIn newsletter

0:34

? It's a relatively new feature and

0:36

allows you to publish articles on a regular

0:39

basis around a specific topic

0:41

. An article previously on

0:43

LinkedIn would only let readers

0:45

see your article as

0:47

a post on your feed , or they would

0:49

have to go to your profile and maybe

0:52

see it listed . Maybe , if it

0:54

ranked correctly on Google , your

0:56

article would actually pop up With the

0:58

LinkedIn newsletter . People now have the choice

1:00

to not just follow you or connect

1:02

with you , but they can become subscribers

1:05

, which means that they will receive

1:07

your article in

1:09

their email inbox . On behalf

1:11

of LinkedIn .

1:12

Business owners worry about I need

1:14

to have a newsletter . They don't

1:16

really know where to start . Linkedin newsletter

1:19

is for free . The ability

1:21

to have subscribers

1:23

and push out a message to people

1:25

. That problem is solved for

1:28

you . It's there . It's almost

1:30

as if they do everything for

1:32

you . This newsletter , even

1:34

if you have minimal effort with it , it

1:37

will grow .

1:38

As you can see here , this is what

1:40

it looks like when Shankar receives

1:42

my newsletter in his inbox

1:45

from LinkedIn . It will say from Shanae

1:47

Moret , via LinkedIn newsletters-no-reply-at-linkedoncom

1:53

. This was the date , and then the

1:55

title of my newsletter is the subject

1:57

line . So , the title of that particular

1:59

newsletter edition was LinkedIn Live

2:02

Events to Help you Grow . He gets the opportunity

2:04

to open it on LinkedIn , which means

2:06

that you can drive more people to your LinkedIn

2:08

page . That's actually one of the greatest

2:10

benefits that I have seen from the LinkedIn

2:13

newsletter is that you'll get more profile

2:15

visits If you understand how LinkedIn

2:18

works . Your LinkedIn profile is not a

2:20

social media profile . You need to

2:22

treat your LinkedIn profile like a landing

2:24

page . It will sell for you while you sleep

2:26

, it will educate top prospects for you

2:28

while you sleep and it will generate

2:30

inbound , high quality

2:32

sales for you while you sleep

2:35

if it is optimized correctly

2:37

. This was the thumbnail that I

2:39

had within my newsletter the title

2:41

and then the context

2:43

of my newsletter . What's so powerful

2:45

is that they can click out . As you

2:47

can see here , I have my call to action PS

2:49

Click here to join the free live four

2:52

day LinkedIn video challenge and they

2:54

can read more . They also have the

2:56

option to share it on LinkedIn

2:58

, facebook and Twitter and

3:00

to actually go to LinkedIn like this and

3:03

read it on LinkedIn . So I

3:05

click that button and I'm back on LinkedIn

3:07

. This is the power of when

3:09

you are designing your LinkedIn newsletter

3:12

being cognizant of the readability

3:14

of the newsletter , because most

3:16

of your subscribers and most

3:18

of your readers will actually

3:20

not read your newsletter on LinkedIn

3:22

. They will read it from their inbox

3:24

. Keeping that in mind is essential

3:27

, especially when it comes to the titles that

3:29

you use , because the titles will

3:31

be the subject lines and that will greatly

3:33

determine whether they even open the email

3:35

or not .

3:36

You are familiar , if you are in business

3:38

, with sometimes the frustration

3:41

around emails not being

3:43

delivered into the recipient's

3:45

inbox . And even if they are

3:47

delivered , very often it

3:50

goes into the promotions tab . And

3:52

if you can't get your subscribers

3:54

to save your contact

3:57

as a favorite to go into

3:59

the main inbox , then that's

4:01

a problem . That's where the power of

4:03

the LinkedIn newsletter comes in place

4:05

. Linkedin has such a great reputation

4:08

. Their domain authority is

4:10

so strong that when

4:12

they send your newsletter

4:15

on your behalf , coming

4:17

from their systems , it

4:19

will go into the main inbox

4:22

. What I have noticed , too , is

4:24

that there are these many ways of

4:26

how people can find that content

4:28

. Obviously , number one is the email

4:30

in the inbox . Number two is people active

4:33

on the LinkedIn platform , because it

4:35

is still an article , it just is

4:37

under the umbrella of the newsletters

4:39

. The articles are shareable and

4:42

searchable on LinkedIn . And then the third

4:44

one is very powerful is

4:46

each article is actually

4:48

indexed by the search engines

4:50

. This is a resource that

4:52

is working for you while you sleep

4:54

.

4:55

As you can see here , this is from Microsoft

4:58

Bing . I just put in Shanay Marey , linkedin

5:00

. The number one thing is my profile

5:03

, but after that it's all

5:05

of my newsletters . So LinkedIn

5:07

, events for entrepreneurs these are all

5:09

my newsletters . So if I click this

5:11

, they're being redirected to my

5:13

newsletter , where then they will get the chance

5:15

to subscribe and to read

5:18

and to also click up here

5:20

and to see all of the other

5:22

editions that I have , where

5:24

they could just access a library

5:26

of all the newsletters that I have published

5:29

.

5:29

And if you write about a specific

5:31

topic often , then

5:33

people will find you based

5:35

on that topic , so it's not just your name

5:38

. Your name is , of course , very powerful

5:40

. You're searchable . You're findable online

5:42

when someone hears about

5:44

you and wants to work with you . What

5:47

do most people do ? Do some due

5:49

diligence , right . It's very important

5:51

that when they type in your name , there's

5:53

a lot of good content . But if

5:55

you give good information

5:57

about any topic that is close

5:59

to your business , then you start

6:01

building up that authority online . And

6:04

this works on all the browsers

6:06

, by the way , not just Bing , also

6:08

Google .

6:09

And what's amazing is that you

6:11

can also launch a

6:13

LinkedIn newsletter on your company page

6:15

as well as your personal profile

6:18

. And we'll get to that . But before we do , very

6:20

quickly , we will show you a few examples

6:22

of some great LinkedIn newsletters

6:24

. The first that we're going to go through is

6:26

a newsletter created by Ryan

6:28

Ruslenski . He's the CEO

6:31

of LinkedIn and he has a newsletter

6:33

called the Path . As you can see here

6:35

, this is the main call to action on

6:37

his profile . But to see whether someone

6:40

has a newsletter is very

6:42

simple . You can always go to

6:44

their activity and if you see

6:46

a newsletter tab here , you can

6:48

click the newsletter . You can see how many

6:50

subscribers they have here , you

6:53

can see if you're subscribed here and

6:55

if you're not , you can always subscribe

6:57

. Then you could show

6:59

all editions here and

7:01

it will give you a YouTube style

7:04

gallery like view where

7:06

you could see all of their editions

7:08

. This is also very important

7:10

to note because you obviously want

7:12

your thumbnails to be branded a certain

7:14

way so that it's cohesive

7:17

. What he does every newsletter

7:19

is that he will actually share

7:21

a 10 minute video

7:23

clip it's embedded into the newsletter

7:26

of whatever interview from

7:28

whoever he's featuring in the newsletter

7:30

. So if I was a child of a single parent , alcoholic

7:32

father CEOs around a company that you've

7:34

really been a match . What's awesome is

7:36

that you could actually embed videos

7:39

within the newsletter and leverage

7:41

them as resources to educate

7:43

and engage your subscribers

7:46

.

7:46

I think it's very powerful that they decided

7:48

to let embeddable

7:50

and playable videos in

7:53

the newsletter . If you have

7:55

a YouTube video that you recorded

7:57

, you can refer to it . People

8:00

get the information right

8:02

then and there and they may

8:04

also go and explore your YouTube channel

8:07

. So that is very nice .

8:08

One person that leverages that

8:10

strategy is actually Richard Branson

8:12

. He has a newsletter 5.3

8:15

million subscribers called Ask

8:17

Richard . Going back to what Sean Carr

8:19

was talking about with the YouTube embed

8:22

strategy , Richard always

8:24

embeds a YouTube video inside

8:26

of his newsletter and drives traffic

8:28

to that YouTube channel . I think another

8:30

brilliant strategy that Richard does is

8:33

that he takes a question that one

8:35

of his subscribers has asked in

8:37

the comments of a previous post and

8:39

answers that question every single month

8:41

. In this one , he's answering what are the most

8:43

useful skills to learn as an entrepreneur

8:45

and he says Dear Victoria , who submitted

8:48

this wonderful question as a grandad

8:50

of five-year question . He outlinks

8:53

the question so that people could actually

8:55

go , follow or connect with Victoria

8:58

, which incentivizes his

9:00

subscribers to engage with his newsletters

9:03

, because maybe your question will be

9:05

the question that he answers and

9:07

shares with 5 million other

9:09

people . And at the bottom of the newsletter

9:11

, as you can see here , he always

9:13

embeds a YouTube video . His

9:15

call to action is if you want

9:18

to learn more , join me on Masterclass

9:20

for my series on Disruptive Entrepreneurship

9:22

, and he hyperlinks it out to his

9:24

Masterclass . If you are an

9:26

entrepreneur , you feel like

9:29

maybe it's too soon or too early

9:31

to give a call to action in your newsletter

9:34

.

9:34

Richard Branson is a multi-billionaire

9:37

and is doing it in his , so

9:39

just remember that the call to action

9:41

cannot be stressed enough because

9:43

, yes , we think well , this

9:46

person knows what to do . It is obvious

9:48

. No , it's not . There are

9:50

so many messages we

9:52

are exposed to on a daily basis

9:54

and if you want someone to take

9:56

action , which you should please

9:58

do yourself the favor and add a call

10:01

to action into your newsletter .

10:02

The other huge benefit of the LinkedIn

10:05

newsletter is that you get a list

10:07

of the subscribers . The downside

10:09

is that LinkedIn does not share their

10:11

emails with you . You still have to drive

10:14

traffic to a lead generation

10:16

asset and then get

10:18

inbound emails from

10:20

doing so strategically

10:22

. But what you do get is a list

10:25

of the subscribers . This is my newsletter

10:27

, so I'm able to see the list . But

10:29

if I go to Richard Branson's newsletter

10:32

, I cannot see the list of the 5.3

10:35

million subscribed . Only he can

10:37

, and if I click this , I

10:39

will see everyone who has subscribed

10:41

to my newsletter . As you can see

10:43

here there's a lot of second

10:46

and third degree connections subscribing

10:49

to my newsletter , which means that

10:51

I'm not connected with them directly

10:53

. If you're not connected with them directly

10:55

on LinkedIn , you cannot message

10:57

them whenever you want and

11:00

you cannot invite them to your

11:02

future live events . What

11:05

I would want to do is to

11:07

start to build some relationships with

11:09

people who maybe I want to interview

11:12

, who I see that are prospects

11:14

. What I could do next is go

11:17

to Wendy's profile . I could

11:19

start to engage with her , I could

11:21

follow her , I could just start

11:23

to support her and even send her

11:25

a connection requesting thanks for

11:27

subscribing to my newsletter , wendy

11:29

. Something super simple , but

11:31

I think the fact that you get a list

11:33

, even if you just have 100

11:35

subscribers to start , those are

11:37

people that are literally telling you I

11:40

want to learn more from you . I

11:42

want you at the top of my inbox

11:44

.

11:45

I have looked at my newsletter . Same

11:47

situation almost

11:49

exclusively second

11:52

and third degree connections . So

11:54

what does that tell us ? It

11:56

tells us that people who subscribe

11:58

to newsletters are topic driven

12:01

. For example , I chose a million

12:03

dollars in revenue . Why ? Because

12:06

that is all my business mind is

12:08

set out around and I share a

12:10

lot about that and that

12:12

topic right there .

12:13

You're going to have to change it to 10 million

12:15

soon .

12:16

Yeah , I know right what a problem to

12:18

have . It's

12:20

attracting people who are aligned

12:23

with that type of interest . That is

12:25

very powerful because it allows

12:27

you even as someone who may not

12:30

have that name recognition

12:32

yet it allows you to speak

12:34

to people who are interested

12:37

in what you have to show and

12:39

teach .

12:39

I think another important point is leverage

12:42

. If you grow your newsletter

12:44

, you have leverage to

12:47

maybe bring some of that visibility

12:49

to clients . You have leverage to

12:51

share interviews . If you're a podcaster

12:54

and doing content elsewhere

12:56

, you have leverage like right now I'm

12:58

growing my YouTube channel but I have leverage

13:00

because I could bring some of my newsletter

13:02

subscribers to my YouTube channel . There's

13:05

a lot of leverage that comes with just growing

13:07

a newsletter to one or 2000

13:10

subscribers where you could

13:12

show the sponsor , the

13:15

person that you want to interview , the

13:17

client that you want to recognize

13:19

. But let's actually show how

13:21

to create a newsletter . To

13:23

create a LinkedIn newsletter and to

13:25

have access to the capability to the feature

13:28

which is a feature that comes with turning

13:30

on creator mode , you have to have

13:32

at least 150 followers or

13:34

connections , you have to have recently

13:36

shared original content on LinkedIn

13:39

and you have to have a history of abiding

13:41

by their professional community policies

13:44

and a good standing on LinkedIn . To turn

13:46

on your creator mode , you're going to go

13:48

to your profile . You'll see resources

13:51

Under that , you'll

13:54

see Creator Mode and your tab

13:56

may be gray and it may show

13:58

off , but you want to click this and

14:01

then what you want to do is go through the process

14:03

that it takes you through to turn it on and

14:06

it will just ask you for what hashtags

14:08

you want , and then it will give

14:10

you the list of capabilities that you have

14:12

access to . When you see newsletters

14:15

and you see the green check mark , that

14:17

means that it's available , until

14:19

you see that under your Creator Tools

14:22

, you do not have access to

14:24

LinkedIn newsletters . What I'm

14:26

going to show you is on a company page

14:28

to starting your LinkedIn newsletter , but

14:30

you could do this on your personal profile

14:32

. I just can't do it right now because I've already

14:34

created a newsletter under my personal profile

14:37

. It's one newsletter per personal

14:39

profile , one newsletter per

14:41

company page . What you would do

14:43

is you would just go to your LinkedIn feed

14:45

and you would click Write Article

14:48

. Once you click Write Article

14:50

, at the top you're going to see Create

14:52

a Newsletter . Once you click

14:54

Create Newsletter , it's going to ask

14:56

you for the newsletter title . It's

14:59

going to ask you how often do you want to

15:01

publish daily , weekly , bi-weekly

15:03

or monthly ? And then it's going to ask

15:06

you for a short newsletter description

15:08

. For example , grow

15:11

your personal brand

15:13

. How often ? It could be

15:15

weekly , and then we

15:17

will share strategies for

15:20

founders to

15:23

grow their personal

15:26

brand and then you

15:28

want to upload an image 300

15:30

by 300 . The only

15:33

thing that people are going to

15:35

see when they get the invitation

15:37

to your newsletter are the title

15:39

and the photo

15:41

that you embed here . If you don't

15:43

want to grow your personal brand when you get this

15:46

invite , you're going to reject it . If

15:48

you're interested in learning how to do that , you're

15:50

going to accept the newsletter invite , which

15:52

is so powerful . So when you're titling your

15:54

newsletter , you want it to be a strong

15:57

filter , especially to attract

15:59

your top prospects .

16:00

Extremely important what you just mentioned

16:02

, because the way people

16:04

process that newsletter

16:06

invite is in my network

16:09

section as you can see . Shenei

16:12

has a lot of those Now if

16:14

she were to look at she can

16:16

filter them by newsletter invites . You

16:19

see the profile picture . You

16:21

have to ask yourself that

16:23

thing that is bolded is

16:26

the newsletter's name , those

16:28

one to two seconds that people

16:30

give their brain to process ? That

16:32

is that going to

16:34

make the right person

16:37

click accept ?

16:38

What's beautiful about this process is

16:40

that when you create

16:42

the first article under

16:44

your newsletter , LinkedIn

16:46

will send a blast of these invites

16:49

to all of your followers . You don't

16:51

have to do anything other than publish

16:53

the first edition under your newsletter

16:56

for this to happen . If you have

16:58

5,000 followers on

17:00

LinkedIn , it will send to

17:02

5,000 people and

17:04

you should get at least

17:07

1,000 to 1,500

17:09

subscribers within 24 hours

17:11

. Of course , there's a lot of nuance

17:13

to this . If you post regularly

17:16

and your top of mind , you're

17:18

probably going to get more subscribers

17:20

than not . But if you're not really

17:22

posting on LinkedIn , maybe

17:25

reach out to one of us because you may

17:27

want to actually hold off , become

17:30

consistent and then launch your

17:32

newsletter . Or if you

17:34

have 100 , 200

17:36

, or 300 followers , you

17:38

may actually want to grow to at least

17:40

2,000 or 3,000 or

17:42

4,000 followers before

17:45

you launch . You'll get more out of that launch

17:47

and you can't launch twice .

17:49

The first time you set this up is

17:51

so important . You do it right . Yes , you can

17:54

change the title and image

17:56

later , but you only get

17:58

one shot at that mass invitation

18:01

.

18:01

The other thing to note is that LinkedIn

18:03

helps you grow your newsletter . So let's

18:05

say that we weren't by your side through

18:08

the launch of your newsletter . You got

18:10

off to a little slow start and

18:12

you want to pick it up . The number

18:14

one way to grow your newsletter

18:17

is to create high quality

18:19

content consistently , because

18:21

the more people that you bring to your

18:23

profile on LinkedIn , if

18:25

they're not connected to you yet , if they

18:27

don't follow you yet , they will

18:29

actually get a trigger . If

18:31

I'm not connected or follow

18:33

you and I go to your profile , linkedin will

18:36

then send me a little notification

18:38

saying hey , do you want to

18:40

subscribe to Sally's

18:42

newsletter ? And I will

18:44

be able to say yes or no . So the

18:46

more people that you actually bring to your profile

18:48

through your content , the faster

18:51

your newsletter can get organic

18:53

subscribers from the LinkedIn platform

18:55

. Now , another question in shocker is how often

18:58

should they post a newsletter

19:00

? Because you have the option of monthly , bi-weekly

19:03

, weekly or daily . I know

19:05

a lot of entrepreneurs that are like well , I

19:07

don't want to send it every day or

19:09

every week because I hate newsletters

19:11

. But just because you hate

19:13

newsletters doesn't mean that your top

19:16

prospects hate newsletters just

19:18

like you . And what we have found

19:20

is actually either daily

19:23

or three times a week

19:25

has been the best frequency

19:27

for LinkedIn . The only thing

19:29

is they don't have a three times

19:31

a week option , so you'll either

19:34

have to do weekly or daily

19:36

and then make sure that you

19:38

note that in the description

19:40

of your newsletter . In terms of advice

19:43

, I would say start with the

19:45

bandwidth that you know that you have

19:47

. Don't commit to daily if you

19:49

have no strategy and you have no idea

19:51

what you're going to post and you have no content

19:53

. Only commit to daily If you have

19:55

quality content that will hit

19:57

that inbox and they will want to

19:59

read , because the last thing that you want is

20:02

people unsubscribing from

20:04

your newsletter , not opening it

20:06

, not reading it and then maybe even

20:08

unfollowing you or disconnecting from

20:10

you on LinkedIn , because they

20:12

just feel like you're harassing them and selling

20:15

them sales pitches . You want to send out

20:17

quality with the bandwidth that you have and

20:19

at the regularity that you promise

20:21

, so you don't want to tell them hey , I

20:24

send out a monthly newsletter and then

20:26

start sending out daily ones , because

20:28

it's not what they signed up for and

20:30

if you're an entrepreneur , you

20:33

really want to understand tracking

20:35

. In our next video , we'll go through

20:37

the best practices of the actual

20:40

content strategy and tracking

20:42

the data , and all of that within

20:44

the newsletter , because there's only so

20:46

much that LinkedIn gives you . We'll

20:49

share what LinkedIn gives you , but really on the

20:51

back end , you have to track Personally

20:53

. What we track is okay

20:55

. We sent a newsletter today

20:58

. The call to action was

21:00

to join the challenge . How

21:02

many people actually joined the challenge

21:04

today and from that

21:07

actual newsletter ? Because I

21:09

don't care if it got the most views on

21:11

LinkedIn . I don't care if it got

21:13

the most comments on LinkedIn when

21:16

it comes to the LinkedIn newsletter , I just

21:18

care about how many internal

21:20

views it got . So how many people actually

21:22

read it from their inbox and

21:24

how many emails that added

21:27

to our private email list . If you don't have

21:29

an email list yet , that's something that you also

21:31

want to work on and that we can help you

21:33

with . So reach out via LinkedIn DMs

21:35

. But your call to action has to be very

21:37

clear and how you will

21:40

determine whether that newsletter was a

21:42

success or a flop has

21:44

to be very clear . These are the stats

21:46

that LinkedIn gives you . This is one of my newsletters

21:48

chat GBT marketing prompt for

21:50

business . Go watch the video on YouTube

21:52

, subscribe here . You'll

21:54

see that it only got maybe

21:56

a little bit more than 4,000 impressions

21:59

as an article posted internally

22:01

to LinkedIn . But

22:04

look at this this is the

22:06

only number that I care about . This is the

22:08

number of people that opened it in

22:10

their email . I only care about this

22:12

and I only care about how

22:15

many emails it drove to be added

22:18

to our private email list .

22:19

The whole topic of tracking

22:21

is a big topic . What

22:23

I see business owners do is

22:25

they drive themselves crazy because there's so

22:28

much you can track . There are so many techniques

22:31

that you can use to track . What

22:33

matters is what Shanae outlined

22:36

is knowing your KPI

22:39

, your key performance indicator . Have

22:41

one metric that you decide

22:44

is most likely relevant

22:46

to what I want to achieve , and

22:48

then follow that metric

22:50

, meaning if , and

22:53

for good reasons Shanae cares

22:55

about article views . If that is the

22:57

metric you go by , drive

22:59

all your actions to improve

23:02

that metric .

23:03

This is so powerful because it breaks my heart

23:05

when I see people that having coaches or consultants

23:07

for 10 , 15 , 20 , 25

23:09

years and they don't have an email

23:11

list , should social media disappear tomorrow

23:14

, they have no way to reach people

23:16

that they can serve and to sustain

23:18

their business . Recently , kajabi did

23:20

a study . The number one predictor

23:22

of profitability in any online business

23:25

is actually the growth of your email list

23:27

size , and what we have found with ourselves

23:29

and with clients is that the LinkedIn newsletter

23:32

could become the biggest driver

23:34

for building your private email list . If

23:36

you're looking for a content strategy for

23:39

your LinkedIn newsletter , personal message

23:41

Shankar or myself and

23:43

look out for the next video , because the next

23:46

video will be in-depth content

23:49

strategies to build your private

23:51

email list from your LinkedIn

23:53

newsletter . Subscribe to the

23:56

channel , share with your friends if you thought

23:58

that this was valuable and leave whatever

24:00

other questions that we may have missed about

24:02

the LinkedIn newsletter feature in

24:04

the comments .