If your brand has an active presence on LinkedIn (or you’d like to get started), sponsored newsletters may be worth exploring. The platform recently expanded upon the success of sponsored articles by rolling out sponsored newsletters. This is great news for marketers, as this new capability will allow brands to generate high-quality leads from their LinkedIn accounts. LinkedIn newsletters have experienced significant growth, so adding the option for sponsored newsletters was the next logical step for the platform. Interested in learning more about this lead generation option? Here’s what you need to know:
What Are Sponsored Newsletters?
Whether you’re already having success with traditional LinkedIn newsletters or thinking about trying them, exploring what makes sponsored newsletters different from the original version is essential. Like the network’s sponsored posts launched in January, sponsored newsletters allow brands to promote and gate content within the app. Sponsored newsletters created by a company page can be boosted within the app to increase sign-ups.
What to Expect
Newsletters are an increasingly popular feature of LinkedIn. Over the past year, the platform has seen a 47% increase in newsletter engagement. With more than 184,000 newsletters being published in the app, there’s certainly room for your brand to join the conversation. To get started with sponsored newsletters, check the “Content Library” section of Campaign Manager. If you’re not seeing an option to create a sponsored newsletter yet, try again in a few weeks. LinkedIn is gradually rolling out this capability, so you’ll likely be able to access this feature soon. According to the platform, only newsletter articles published by a company as part of an organic company page can now be sponsored. In the future, look for LinkedIn to allow member-authored newsletters to be sponsored. This will open the door for collaboration with other creators, so stay tuned!
LinkedIn continues to expand, and newsletters contribute significantly to the company’s growth. Hootsuite reports that the company has more than 450 million newsletter subscriptions globally, which suggests that the platform will continue to offer innovation in this area. If you’d like to get started with sponsored newsletters, our team is here to help. Please contact us to schedule a consultation, and we’ll be happy to create a customized plan tailored to your goals.