February 12, 2025 • 19 mins
Should you set up a LinkedIn newsletter or an email newsletter for your business? Let's look at the pros and cons of each and explore another option you may not have thought about.
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Key moments in this episode -
00:00 LinkedIn vs. Off-Platform Newsletters
00:31 My Journey Starting a Newsletter
02:55 Pros of LinkedIn Newsletters
05:44 Cons of LinkedIn Newsletters
08:33 Exploring Email Newsletters
14:18 The Hybrid Approach
18:22 Conclusion and Linked Summit
Today's episode is sponsored by Metricool. Make sure to register for a FREE Metricool account today. Use Code MICHELLE30 to try any Premium Plan FREE for 30 days. https://i.mtr.cool/NEDXVZ
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Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
In the blue corner, we have LinkedInnewsletters and in the red corner, we
(00:05):
have off platform email newsletters.
Question is listeners, which will winthe title for best for B2B businesses.
(00:31):
G'day listeners, it is coach Michelle JRaymond, and this week we're going to be
talking about all things newsletters, andit's really top of mind for me because
it's something that I kind of in the backof my mind, know, I should have always
had one since I started my business.
And guess what?
It's coming up to nearly five years and Ihave never got one started off LinkedIn.
(00:55):
I have got one on LinkedIn, but it'staken me up until now to finally
wrap my head around why I shouldbe doing it, be in the right space
for it and actually get it done.
That's right listeners.
It is now crossed off my to do list.
Thank you Lil for all of yourhelp as always and shout out to
Louise Deed over in New Zealand.
(01:16):
She was the one that actually got me toset it up and not gonna lie, there's a
little bit of argy bargy because the lastthing that I ever want is to send out
something to people that annoys them.
That for some reason they're like,stop sending me and hitting that
unsubscribe, which is what I findmyself doing more and more lately.
(01:38):
And, on the other hand, thisis where I'm conflicted.
One, I don't want to send out, you know,stuff that people don't find valuable.
On the other side, I don't wantpeople to miss out on all of the
cool stuff that I've got for them.
All the tips and strategies thatwill help them grow their business.
So let's have a look at this today.
We're going to have a look at pros andcons between LinkedIn newsletters and
(02:00):
also the newsletters off the platform.
So before we do that listeners,let's have a a quick word
from our sponsors Metricool.
(02:55):
Let's dive straight into the prosand cons of LinkedIn newsletters.
Here's why I love mine.
Ever since I started my LinkedInpersonal one, I've gathered eight
and a half thousand subscribers.
And I love the fact that every timesomebody reaches out to connect with
me, they are automatically invited tobecome a subscriber to the newsletter.
(03:16):
So LinkedIn is actively helping me to getmore and more subscribers, which I love.
It's on autopilot.
It's not another job that I need to do.
And so the more that I build mypersonal brand, the more people
reach out and connect, the morenewsletter subscribers that I get.
So that's a huge tick for me.
But possibly even bigger tick wasjust how easy it was to set up.
(03:39):
So starting your newsletter onLinkedIn, I love that it's free.
So that's always a big bonus.
I love that it takes only a fewminutes to actually set up and you
get some reasonable features in there.
Like we can embed this podcast episode,YouTube videos that I make, we can have
images, so they're quite rich formats.
It means that the newsletteris not really boring.
(04:01):
You can make it come alive.
So that's another reason that I love it.
And the thing that LinkedIndoes, like, how cool is this?
If you didn't know the very firstnewsletter that goes out for
you goes to every single one ofyour connections and followers.
Now that is a massive free kick.
It is the only time listeners on LinkedInthat something like that happens.
(04:24):
If you're doing a newsletter onyour Company Page, and then it will
go to all of your Page followers,and that's a massive advantage.
So I've discovered in workingwith my clients across the
board that you can expect to getroughly 30 percent subscriber rate
based out of your total number.
So if you have 3000 connections andfollowers, then you could expect
(04:48):
to get around a thousand newslettersubscribers, which I think is pretty cool.
It's such a fast way to getstarted with your newsletter.
I love the fact that thesenewsletters are indexed by Google.
So not only can my newsletterget discovered on LinkedIn, I can
piggyback off LinkedIn's credibilityand basically have it show up when
(05:09):
people are doing Google searches.
And I've had people reach out and connect.
It's often why you see people areengaging with your newsletter long
after it's ever been published.
And you think.
Wow.
How did they stumble across that?
So that's another coolthing that I like about it.
So there's, so many pros goingon here and I think, you know,
(05:30):
the main one is that I've alreadybuilt my community on LinkedIn.
I've built my credibility on LinkedIn.
And so from this perspective,it's easy to just leverage that.
Now, upside, downside and everything,you know, I love to give you both sides.
What are the downsidesof a LinkedIn newsletter?
Probably the most obvious one isthat I don't own the subscriber list.
(05:52):
So I can't get in anddownload a list of emails.
I'll never own that.
I can go in and see who has, I canmake sure that I'm connected to them.
I can have conversations.
There's lots of other coolthings that I can do with this.
But I can't use it off the platform.
Now, if LinkedIn was to do somethingwhere they decided that they wanted to
(06:13):
change the algorithm or pull the plugon newsletters altogether, then I'm
going to be in a world of pain, right?
Like no other words for it.
I think I would rock in acorner and start crying.
So please LinkedIn, hear our prayers,do not get rid of LinkedIn newsletters.
Now, the good news is listeners.
I don't think they're going to do that.
They're backing LinkedIn newslettersand have been very strong around
(06:36):
those reasons of being, it's agreat tool for thought leadership.
So it can really help B2B buyersthrough that journey by sharing, you
know, extended thoughts, beyond theshort form that comes with posts.
The other thing that it's not sogreat at is I would say analytics.
I think when you can't access thingslike open rates or how far down they
(06:59):
read, you really don't have a lot oftools to work out did people like this?
What's resonating?
Are they just opening it and notgoing down and actually reading it?
And, that makes it tricky to ever improve.
So yes, we can go by our numberof impressions or the comments and
things like that, that are happening.
But for me, realistically, there'snot a lot of really in depth
(07:24):
analytics that we can go into.
The other thing is you don't haveas many of the kind of cool, smart
features that you get for LinkedInnewsletters as what you would get for
some of the other platforms that aremore dedicated newsletter platforms.
And so from that perspective, Ican't, tag where people come from.
I can't tag them into specific channelsso that I can really personalise
(07:48):
my newsletters and target themmore specifically in the future.
So, you know, There are some downsides.
So upside downsides, as I said, Iwas going to share, but ultimately
for me, I found that the LinkedInnewsletter is something that
is a cornerstone of what I do.
I'm sending one on my personalpage every single week.
(08:08):
As soon as a new episode goes liveof this podcast, there's a newsletter
that accompanies that as well.
So it's a really great way forme to cross promote things and
leverage my LinkedIn community.
So if LinkedIn newsletters are so good,why did I go and invest in setting
up my own newsletter off LinkedIn?
(08:33):
Okay, so let's talk about emailnewsletters that happen off LinkedIn.
Now I'm certainly no expert.
I've just shared, I've onlygotten started this week.
So I'm going to share thelink for my brand new off
LinkedIn newsletter with you.
It is b2bgrowthco.com/newsletteris where you'll find it.
(08:54):
And I'm going to share the linksinto the show notes as well.
And so here we are listenersbrand new newsletter off LinkedIn.
Why is it necessary?
What are the pros?
Well ultimately I'm going toown the list of people that
subscribe up to that newsletter.
So I'll have full control over that data.
If social media platforms changetheir mind, it doesn't matter.
(09:15):
I've still got accessto all of these details.
I can still stay in contactwith my community, which I love.
So it's really an insurancepolicy from that side of things.
Now, as you're building up that list,there are a lot more smart features, a lot
more targeting, a lot better analytics.
When you think about it, really, obviouslya platform that is specifically built
(09:38):
around newsletters is going to have a lotmore features than something where it's
a bit of a nice to have over on LinkedIn.
So from that perspective,there's so much upside.
And especially, as I said, thingslike analytics, where you get to see
open rates, see what's resonating.
I could see how very quickly andeasily that you can start to build
up a pretty cool subscriber base.
(10:00):
And give them a product thatthey actually find valuable.
And that's the thing that I, I don'tthink LinkedIn can compete with at this
point in time is there's no way of reallytelling what's working or what's not.
So that makes it a bittricky from my perspective.
(10:23):
Another upside for newslettersthat are sent off LinkedIn.
I think people treat them differentlywhen they're signing up for something.
And I think we either value themor we're ruthless and unsubscribe.
So those people that findthem valuable, remain loyal.
And they are going to have a higherchance of converting into new customers.
(10:44):
And so that's somethingthat I'm always looking for.
How can we use our community to stayin touch, stay top of mind, not fight
the algorithms over on LinkedIn land,like it seems to be all the time.
LinkedIn's getting more crowded.
I'm competing for more attention.
Maybe LinkedIn decides that it's the yearof short form video, which is looking
very much likely what they're pushing.
(11:06):
So newsletters slide down a littlebit in features and maybe I have to
look at where I'm spending my time.
Now, from that perspective,there is lots of upside for
these newsletters off LinkedIn.
Absolutely.
But here's the thing, how longwill it take me to build my brand
new newsletter off LinkedIn?
(11:27):
So it's going to require me to beactively promoting all the time,
talking about it, whether it's in thispodcast, in my posts, in conversations.
Making sure that I've got somemethods for drawing people
into this new subscriber list.
I think it's going to take years forme to get anywhere near the eight
and a half thousand subscribersthat I've got on LinkedIn.
(11:49):
And it's probably like building a podcast.
When you first start out,you've got zero listeners and it
takes time and it takes effort.
And it takes a lot of focus to activelytry and promote the podcast, and I think
it's the same with the newsletter, Ifyou want to grow those subscribers.
Is it worth the effort?
Absolutely.
But will I always have the time and energyin my business to consistently do this?
(12:15):
Time will tell and obviously this issomething that I'm adding into my workload
and I've got Lil helping me, but I wantto make sure that we make the most of
this, now that it's all been set up.
The other kind of con for me inmy mind is that I often think who
needs another email in their life?
(12:35):
Do people really want tosubscribe to another newsletter?
And I feel like when you're competingfor attention in their inbox, and with
all of the automatic filtering that goeson these days with emails and making
sure that things get delivered, they'resome of the question marks for me.
And if you've got any thoughts on this,or this is your area of expertise, reach
(12:57):
out and connect with me on LinkedIn.
What are your tips for getting aroundsome of these issues that I've got
going on in my mind, some of thesethoughts, and these are genuinely
the roadblocks that have been comingup for me over the last five years.
But then the other side of me andwhat Louise said to me was Michelle.
Like you never do anything that's notof value or in service of your audience.
(13:19):
And if someone unsubscribes,it's not the end of the world.
They just unsubscribed.
It doesn't mean anything.
So I've had to reframe how I see this andjust know that I'm going to put my heart
and soul into these things, just like I dowith everything else to make sure that you
walk away with tips that you can action,strategies that will make a difference
(13:42):
and really stay on top of how you canuse LinkedIn to grow your business.
So we've got the pros and cons betweenLinkedIn newsletters, and we've
got the pros and cons between emailnewsletters, but is there a third option
that we need to be thinking about?
(14:18):
I think if we were to review the prosand cons of each of these newsletter
formats, we would find that thingswould come out reasonably even.
And there would be people that would picka side, but ultimately I think they're
both cool tools that we should be using.
And I think the actual realwinning solution here is a hybrid.
(14:38):
It is a combination of using both.
And for some of you might be thinking, Ohmy God, Michelle, I can't do even more.
How am I going to ever have aLinkedIn newsletter, an email
newsletter and do all the otherthings that I've got to get done?
And I hear you, I'm in exactlythe same boat as you, but there's
nowhere that says that you can'trepurpose one way or the other.
(15:02):
My friend Irit, she just got started.
She's got a really amazingemail newsletter that she
puts a lot of effort into.
I find it really valuable and it'ssomething that I'm subscribed to.
And I always walk away going,I'm so glad that I read that.
And I said to her, why don't youshare that on LinkedIn as well?
Because there are people overthere that would really love it.
(15:23):
And maybe it's a different way ofreaching audiences at different times.
They may or may not see one or the other.
And there's a concern that most peoplecome with, but isn't it duplication?
Will Google hate me because I've gottwo lots of the same information?
No, no, No.
The world's not going to endif you repurpose your content.
(15:43):
For me, my LinkedIn newslettershave previously also been turning
into articles, for my blog on mywebsite, and now I'm going to be
taking some of the informationthat's in my LinkedIn newsletter
and putting that in my other one.
Now, my email newsletter is notgoing to be exactly the same, and
I'm still planning exactly what thatmight look like, but I want it to be
(16:03):
short and sharp and have things thatpeople can actually take away and go.
Yep, I can do that.
It doesn't matter how busy I am.
That is something I can take actionon because I can see that's going to
get me closer to my business goals.
So I don't think that wehave to choose a side.
I think the option is.
How can we leverage the best bits ofboth to get more growth for our business?
(16:27):
And as marketers, if you areresponsible for your email newsletter
off the platform, you could easilypromote your LinkedIn newsletter
on that and vice versa, dependingwhat your business goals are.
So if you've got KPIs to grow yournewsletter off LinkedIn, then why not use
your LinkedIn community to get you there?
(16:47):
I worked with one client, theyhave 150,000 Page subscribers.
Overnight, we got about 25,000subscribers for their LinkedIn
newsletter, which was mind blowing.
And fast forward a few months, it'spushing up to close to 50,000 subscribers.
Now that is not a numberthat anyone would sneeze at.
(17:09):
That is a captive audience.
We know that every time that newslettergoes out, LinkedIn's notifying
all 50,000 of those subscribers.
So you're not fightingthe home feed algorithm.
So for those of you who don't havea Company Page newsletter, but are
actively growing your Company Pageabsolutely make sure that your newsletter
is a part of this because it's sucha great way to engage your community.
(17:38):
So the question is, listeners, are you onthe blue team for LinkedIn newsletters?
Or are you on the red teamfor email newsletters?
Or is there a new team that we shouldbe joining, which is the green team,
which is all about the hybrid approach.
And I think that's the one that resonateswith me taking the best of the tools
that we have available to us, repurposingso we're not drowning in extra work.
(18:02):
And for me, it's just another waythat I can make sure that I'm staying
top of mind with my community.
I'm sharing information thatwill make a difference to them.
And ultimately, so when they'reready to buy, who do they think of?
B2B Growth Co Michelle J Raymond.
And that is exactly how thesethings are designed to work.
(18:22):
So as we wrap up today's episode, Ihave one other super cool announcement.
For those of you who are listenersto the podcast in Denmark and around
that area, I am coming back tospeak at the Linked Summit in May.
I cannot wait to come back.
I would love to see you.
It's just such a fabulous event.
(18:43):
So if you haven't been before there'sa reason that I'm flying to the other
side of the world again, six weekslater, after I get back from speaking at
Uplift Live and Social Media MarketingWorld, cause it is worth that effort.
So I hope to see you there.
So until next week, cheers.
In the blue corner, we have LinkedInnewsletters and in the red corner, we
(00:05):
have off platform email newsletters.
Question is listeners, which will winthe title for best for B2B businesses.
(00:31):
G'day listeners, it is coach Michelle JRaymond, and this week we're going to be
talking about all things newsletters, andit's really top of mind for me because
it's something that I kind of in the backof my mind, know, I should have always
had one since I started my business.
And guess what?
It's coming up to nearly five years and Ihave never got one started off LinkedIn.
(00:55):
I have got one on LinkedIn, but it'staken me up until now to finally
wrap my head around why I shouldbe doing it, be in the right space
for it and actually get it done.
That's right listeners.
It is now crossed off my to do list.
Thank you Lil for all of yourhelp as always and shout out to
Louise Deed over in New Zealand.
(01:16):
She was the one that actually got me toset it up and not gonna lie, there's a
little bit of argy bargy because the lastthing that I ever want is to send out
something to people that annoys them.
That for some reason they're like,stop sending me and hitting that
unsubscribe, which is what I findmyself doing more and more lately.
(01:38):
And, on the other hand, thisis where I'm conflicted.
One, I don't want to send out, you know,stuff that people don't find valuable.
On the other side, I don't wantpeople to miss out on all of the
cool stuff that I've got for them.
All the tips and strategies thatwill help them grow their business.
So let's have a look at this today.
We're going to have a look at pros andcons between LinkedIn newsletters and
(02:00):
also the newsletters off the platform.
So before we do that listeners,let's have a a quick word
from our sponsors Metricool.
(02:55):
Let's dive straight into the prosand cons of LinkedIn newsletters.
Here's why I love mine.
Ever since I started my LinkedInpersonal one, I've gathered eight
and a half thousand subscribers.
And I love the fact that every timesomebody reaches out to connect with
me, they are automatically invited tobecome a subscriber to the newsletter.
(03:16):
So LinkedIn is actively helping me to getmore and more subscribers, which I love.
It's on autopilot.
It's not another job that I need to do.
And so the more that I build mypersonal brand, the more people
reach out and connect, the morenewsletter subscribers that I get.
So that's a huge tick for me.
But possibly even bigger tick wasjust how easy it was to set up.
(03:39):
So starting your newsletter onLinkedIn, I love that it's free.
So that's always a big bonus.
I love that it takes only a fewminutes to actually set up and you
get some reasonable features in there.
Like we can embed this podcast episode,YouTube videos that I make, we can have
images, so they're quite rich formats.
It means that the newsletteris not really boring.
(04:01):
You can make it come alive.
So that's another reason that I love it.
And the thing that LinkedIndoes, like, how cool is this?
If you didn't know the very firstnewsletter that goes out for
you goes to every single one ofyour connections and followers.
Now that is a massive free kick.
It is the only time listeners on LinkedInthat something like that happens.
(04:24):
If you're doing a newsletter onyour Company Page, and then it will
go to all of your Page followers,and that's a massive advantage.
So I've discovered in workingwith my clients across the
board that you can expect to getroughly 30 percent subscriber rate
based out of your total number.
So if you have 3000 connections andfollowers, then you could expect
(04:48):
to get around a thousand newslettersubscribers, which I think is pretty cool.
It's such a fast way to getstarted with your newsletter.
I love the fact that thesenewsletters are indexed by Google.
So not only can my newsletterget discovered on LinkedIn, I can
piggyback off LinkedIn's credibilityand basically have it show up when
(05:09):
people are doing Google searches.
And I've had people reach out and connect.
It's often why you see people areengaging with your newsletter long
after it's ever been published.
And you think.
Wow.
How did they stumble across that?
So that's another coolthing that I like about it.
So there's, so many pros goingon here and I think, you know,
(05:30):
the main one is that I've alreadybuilt my community on LinkedIn.
I've built my credibility on LinkedIn.
And so from this perspective,it's easy to just leverage that.
Now, upside, downside and everything,you know, I love to give you both sides.
What are the downsidesof a LinkedIn newsletter?
Probably the most obvious one isthat I don't own the subscriber list.
(05:52):
So I can't get in anddownload a list of emails.
I'll never own that.
I can go in and see who has, I canmake sure that I'm connected to them.
I can have conversations.
There's lots of other coolthings that I can do with this.
But I can't use it off the platform.
Now, if LinkedIn was to do somethingwhere they decided that they wanted to
(06:13):
change the algorithm or pull the plugon newsletters altogether, then I'm
going to be in a world of pain, right?
Like no other words for it.
I think I would rock in acorner and start crying.
So please LinkedIn, hear our prayers,do not get rid of LinkedIn newsletters.
Now, the good news is listeners.
I don't think they're going to do that.
They're backing LinkedIn newslettersand have been very strong around
(06:36):
those reasons of being, it's agreat tool for thought leadership.
So it can really help B2B buyersthrough that journey by sharing, you
know, extended thoughts, beyond theshort form that comes with posts.
The other thing that it's not sogreat at is I would say analytics.
I think when you can't access thingslike open rates or how far down they
(06:59):
read, you really don't have a lot oftools to work out did people like this?
What's resonating?
Are they just opening it and notgoing down and actually reading it?
And, that makes it tricky to ever improve.
So yes, we can go by our numberof impressions or the comments and
things like that, that are happening.
But for me, realistically, there'snot a lot of really in depth
(07:24):
analytics that we can go into.
The other thing is you don't haveas many of the kind of cool, smart
features that you get for LinkedInnewsletters as what you would get for
some of the other platforms that aremore dedicated newsletter platforms.
And so from that perspective, Ican't, tag where people come from.
I can't tag them into specific channelsso that I can really personalise
(07:48):
my newsletters and target themmore specifically in the future.
So, you know, There are some downsides.
So upside downsides, as I said, Iwas going to share, but ultimately
for me, I found that the LinkedInnewsletter is something that
is a cornerstone of what I do.
I'm sending one on my personalpage every single week.
(08:08):
As soon as a new episode goes liveof this podcast, there's a newsletter
that accompanies that as well.
So it's a really great way forme to cross promote things and
leverage my LinkedIn community.
So if LinkedIn newsletters are so good,why did I go and invest in setting
up my own newsletter off LinkedIn?
(08:33):
Okay, so let's talk about emailnewsletters that happen off LinkedIn.
Now I'm certainly no expert.
I've just shared, I've onlygotten started this week.
So I'm going to share thelink for my brand new off
LinkedIn newsletter with you.
It is b2bgrowthco.com/newsletteris where you'll find it.
(08:54):
And I'm going to share the linksinto the show notes as well.
And so here we are listenersbrand new newsletter off LinkedIn.
Why is it necessary?
What are the pros?
Well ultimately I'm going toown the list of people that
subscribe up to that newsletter.
So I'll have full control over that data.
If social media platforms changetheir mind, it doesn't matter.
(09:15):
I've still got accessto all of these details.
I can still stay in contactwith my community, which I love.
So it's really an insurancepolicy from that side of things.
Now, as you're building up that list,there are a lot more smart features, a lot
more targeting, a lot better analytics.
When you think about it, really, obviouslya platform that is specifically built
(09:38):
around newsletters is going to have a lotmore features than something where it's
a bit of a nice to have over on LinkedIn.
So from that perspective,there's so much upside.
And especially, as I said, thingslike analytics, where you get to see
open rates, see what's resonating.
I could see how very quickly andeasily that you can start to build
up a pretty cool subscriber base.
(10:00):
And give them a product thatthey actually find valuable.
And that's the thing that I, I don'tthink LinkedIn can compete with at this
point in time is there's no way of reallytelling what's working or what's not.
So that makes it a bittricky from my perspective.
(10:23):
Another upside for newslettersthat are sent off LinkedIn.
I think people treat them differentlywhen they're signing up for something.
And I think we either value themor we're ruthless and unsubscribe.
So those people that findthem valuable, remain loyal.
And they are going to have a higherchance of converting into new customers.
(10:44):
And so that's somethingthat I'm always looking for.
How can we use our community to stayin touch, stay top of mind, not fight
the algorithms over on LinkedIn land,like it seems to be all the time.
LinkedIn's getting more crowded.
I'm competing for more attention.
Maybe LinkedIn decides that it's the yearof short form video, which is looking
very much likely what they're pushing.
(11:06):
So newsletters slide down a littlebit in features and maybe I have to
look at where I'm spending my time.
Now, from that perspective,there is lots of upside for
these newsletters off LinkedIn.
Absolutely.
But here's the thing, how longwill it take me to build my brand
new newsletter off LinkedIn?
(11:27):
So it's going to require me to beactively promoting all the time,
talking about it, whether it's in thispodcast, in my posts, in conversations.
Making sure that I've got somemethods for drawing people
into this new subscriber list.
I think it's going to take years forme to get anywhere near the eight
and a half thousand subscribersthat I've got on LinkedIn.
(11:49):
And it's probably like building a podcast.
When you first start out,you've got zero listeners and it
takes time and it takes effort.
And it takes a lot of focus to activelytry and promote the podcast, and I think
it's the same with the newsletter, Ifyou want to grow those subscribers.
Is it worth the effort?
Absolutely.
But will I always have the time and energyin my business to consistently do this?
(12:15):
Time will tell and obviously this issomething that I'm adding into my workload
and I've got Lil helping me, but I wantto make sure that we make the most of
this, now that it's all been set up.
The other kind of con for me inmy mind is that I often think who
needs another email in their life?
(12:35):
Do people really want tosubscribe to another newsletter?
And I feel like when you're competingfor attention in their inbox, and with
all of the automatic filtering that goeson these days with emails and making
sure that things get delivered, they'resome of the question marks for me.
And if you've got any thoughts on this,or this is your area of expertise, reach
(12:57):
out and connect with me on LinkedIn.
What are your tips for getting aroundsome of these issues that I've got
going on in my mind, some of thesethoughts, and these are genuinely
the roadblocks that have been comingup for me over the last five years.
But then the other side of me andwhat Louise said to me was Michelle.
Like you never do anything that's notof value or in service of your audience.
(13:19):
And if someone unsubscribes,it's not the end of the world.
They just unsubscribed.
It doesn't mean anything.
So I've had to reframe how I see this andjust know that I'm going to put my heart
and soul into these things, just like I dowith everything else to make sure that you
walk away with tips that you can action,strategies that will make a difference
(13:42):
and really stay on top of how you canuse LinkedIn to grow your business.
So we've got the pros and cons betweenLinkedIn newsletters, and we've
got the pros and cons between emailnewsletters, but is there a third option
that we need to be thinking about?
(14:18):
I think if we were to review the prosand cons of each of these newsletter
formats, we would find that thingswould come out reasonably even.
And there would be people that would picka side, but ultimately I think they're
both cool tools that we should be using.
And I think the actual realwinning solution here is a hybrid.
(14:38):
It is a combination of using both.
And for some of you might be thinking, Ohmy God, Michelle, I can't do even more.
How am I going to ever have aLinkedIn newsletter, an email
newsletter and do all the otherthings that I've got to get done?
And I hear you, I'm in exactlythe same boat as you, but there's
nowhere that says that you can'trepurpose one way or the other.
(15:02):
My friend Irit, she just got started.
She's got a really amazingemail newsletter that she
puts a lot of effort into.
I find it really valuable and it'ssomething that I'm subscribed to.
And I always walk away going,I'm so glad that I read that.
And I said to her, why don't youshare that on LinkedIn as well?
Because there are people overthere that would really love it.
(15:23):
And maybe it's a different way ofreaching audiences at different times.
They may or may not see one or the other.
And there's a concern that most peoplecome with, but isn't it duplication?
Will Google hate me because I've gottwo lots of the same information?
No, no, No.
The world's not going to endif you repurpose your content.
(15:43):
For me, my LinkedIn newslettershave previously also been turning
into articles, for my blog on mywebsite, and now I'm going to be
taking some of the informationthat's in my LinkedIn newsletter
and putting that in my other one.
Now, my email newsletter is notgoing to be exactly the same, and
I'm still planning exactly what thatmight look like, but I want it to be
(16:03):
short and sharp and have things thatpeople can actually take away and go.
Yep, I can do that.
It doesn't matter how busy I am.
That is something I can take actionon because I can see that's going to
get me closer to my business goals.
So I don't think that wehave to choose a side.
I think the option is.
How can we leverage the best bits ofboth to get more growth for our business?
(16:27):
And as marketers, if you areresponsible for your email newsletter
off the platform, you could easilypromote your LinkedIn newsletter
on that and vice versa, dependingwhat your business goals are.
So if you've got KPIs to grow yournewsletter off LinkedIn, then why not use
your LinkedIn community to get you there?
(16:47):
I worked with one client, theyhave 150,000 Page subscribers.
Overnight, we got about 25,000subscribers for their LinkedIn
newsletter, which was mind blowing.
And fast forward a few months, it'spushing up to close to 50,000 subscribers.
Now that is not a numberthat anyone would sneeze at.
(17:09):
That is a captive audience.
We know that every time that newslettergoes out, LinkedIn's notifying
all 50,000 of those subscribers.
So you're not fightingthe home feed algorithm.
So for those of you who don't havea Company Page newsletter, but are
actively growing your Company Pageabsolutely make sure that your newsletter
is a part of this because it's sucha great way to engage your community.
(17:38):
So the question is, listeners, are you onthe blue team for LinkedIn newsletters?
Or are you on the red teamfor email newsletters?
Or is there a new team that we shouldbe joining, which is the green team,
which is all about the hybrid approach.
And I think that's the one that resonateswith me taking the best of the tools
that we have available to us, repurposingso we're not drowning in extra work.
(18:02):
And for me, it's just another waythat I can make sure that I'm staying
top of mind with my community.
I'm sharing information thatwill make a difference to them.
And ultimately, so when they'reready to buy, who do they think of?
B2B Growth Co Michelle J Raymond.
And that is exactly how thesethings are designed to work.
(18:22):
So as we wrap up today's episode, Ihave one other super cool announcement.
For those of you who are listenersto the podcast in Denmark and around
that area, I am coming back tospeak at the Linked Summit in May.
I cannot wait to come back.
I would love to see you.
It's just such a fabulous event.
(18:43):
So if you haven't been before there'sa reason that I'm flying to the other
side of the world again, six weekslater, after I get back from speaking at
Uplift Live and Social Media MarketingWorld, cause it is worth that effort.
So I hope to see you there.
So until next week, cheers.
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