Single image ads are not the only way to achieve ROI for your business on LinkedIn. If you aren’t already familiar, promoting organic posts directly from your LinkedIn company page could be a new avenue for you to try.
It’s a lighter, faster way of going to market, connecting with your target audience and getting the results you want. In this article, we run through exactly how to set up and promote a LinkedIn post effectively in 2023.
Why should you promote a post on LinkedIn
There’s a number of reasons why clever marketers are currently utilizing the promoted posts option on LinkedIn. Here are some of the most common ones:
- It’s a quick, easy way to get your brand’s content in front of the right audience. No need to set up a full campaign or learn a whole new advertising platform. It’s as simple as post & promote.
- By promoting an existing organic post as opposed to just sharing it with your followers, you can expand your reach and extend the value of your efforts.
- You can pair post promotion with a number of existing objectives to achieve your marketing goals – brand awareness, video views, post engagement, website visits and events.
For all of these reasons, boosting a post on LinkedIn might be a viable, fruitful option for your business.
Instructions for promoting a post on LinkedIn
As mentioned, boosting or promoting a post on LinkedIn is relatively straightforward. We’ve broken down the key steps below.
- Navigate to the “My pages” section on the left side of your LinkedIn homepage and select the correct Page name from the menu. This will switch you through to the Admin view of your Page.
- Locate the high-performing post you’ve decided to boost in your Page feed. Hit the “Boost” button above the post itself, and you’ll be redirected to the Boost post page.
- Select an objective using the dropdown menu.
- Select your audience from the dropdown menu.
- Profile based (default): Select target audience criteria from job seniority, job functions, or company industries.
- Interests based: Select target audience criteria from member groups.
- LinkedIn Audience template: Select a LinkedIn Audience template with pre-set targeting options.
- Saved targeting template: Select an audience that you already created.
- Set up your budget (with a start and end date, if applicable)
- Select an ad account to be billed.
- Click “Boost” and that’s it. You’re done!
Downsides of promoting a post
There are many positives of promoting an organic post through the LinkedIn platform that we’ve covered above. However, there are also a few downsides it’s important to be aware of when testing this route. In short, most of them come down to advertising limitations.
Make sure you keep these in mind as you proceed:
- Only some posts can be promoted – not all types of posts can be promoted. At this time only single-image, event and video are options – which means that if you have a poll, document or job, boosting is not available.
- Limited options overall in the initial set up – within post-promotion there are fewer options. This means less choice when it comes to objectives, audience criteria, bid and budget, limiting the nuance possible through Campaign Manager. If you have specific goals, this might not be the option for you.
Become a promo pro
Now that you know the pros and cons of LinkedIn post promotion and how to successfully promote a post on LinkedIn, it’s time to get out there and test this method for yourself. It could be a really fruitful avenue to help you to achieve your businesses’ marketing goals.
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