Read at Social Media Today
LinkedIn is introducing sponsored posts for all users, giving admins the option to promote company-page articles with a CTA button to generate leads. This provides a new lead generation tool that allows for a more direct way to measure response and maximize content performance on LinkedIn. The company is currently developing this feature and plans to integrate post amplification and other CTA options in the future. This move could encourage businesses to post more on LinkedIn, increasing its usage and facilitating more customer connections.
Now, when a company page posts an article to LinkedIn, admins will have the option to promote it, which will include the capacity to add a CTA button, like "Unlock Article", that requires user sign-up to read the rest.
LinkedIn's new option is set to be rolled out to all users, offering a similar CTAs to its existing lead gen ads, but now directly tied to in-app engagement. However, the success of this feature will depend on the quality and appeal of the articles, as businesses ideally want leads that are genuinely interested in their products. The integration of more CTAs and post amplification options in the future could further drive business connections on the platform and incentivize businesses to continue posting on LinkedIn.
The CTA option is obviously similar to LinkedIn's existing lead gen ads, though having it more directly tied back to in-app engagement will be better for LinkedIn, and potentially good for businesses as well.