LinkedIn has recently launched a new feature to boost the posts for lead generation. That means, from now on, businesses can turn their organic posts into targeted ads. LinkedIn is already a leading platform for B2B marketing, and this update is a response to growing demand. Let’s have a closer look at what the new feature is all about and how it can help your business.
What is LinkedIn’s Post Boosting Feature?
First things first. Post-boosting on LinkedIn allows users to promote their top-performing organic posts to a wider audience, like an ad. So, brands need not create an ad from scratch to attract leads instantly.
Key Features
The main features of the post-boosting feature of LinkedIn are as follows:
- Budget Flexibility: The best part about boosting a post is that you don’t need a big budget for that. That is good news for smaller brands that cannot handle the hefty ad costs of the platform.
- Custom Targeting: Apart from traditional posts, boosted posts let you promote the post to the right audience. You can use LinkedIn’s first-party data to target specific demographics effectively. This increases the conversion rate.
- Real-Time Performance Insights: Just like LinkedIn’s regular ads, you’ll be able to track how your boosted post is performing instantly. As a result, you can adjust your strategies in real time to avoid the wastage of money.
- Easy Activation: You just need to select an organic post and choose your settings to launch the campaign. It is available worldwide both on mobile and desktop devices.
How Does It Work?
The post-boosting feature is not introduced for the first time. Most social media platforms, such as Facebook and Instagram, already have this option. LinkedIn’s post-boosting also works exactly like that. Check out the process:
- Select a Post: Choose an organic post that is already performing well and has the potential to convert your audience. Click on the ‘boost post’ button to promote it.
- Set your Budget: Decide how much you want to spend. The minimum is typically around $10-$15. Similarly, decide how long the boosted post will run.
- Select Targeting Options: LinkedIn is a B2B social media platform, so the targeting options are more professional. You can target the audience based on professional factors like job title, industry, location, and more.
- Define Campaign Objectives: Earlier, options like website visits, video views, engagements, etc., were only available. From now on, brands can choose lead generation as an objective.
- Review and Launch: Verify all the settings and hit the ‘boost’ button at the right time.
LinkedIn Regular Ads VS Post-Boosting
| Point Of Difference | LinkedIn Regular Ads | LinkedIn Post-Boosting |
| Creation Process | Creating an ad from scratch through the Campaign Manager. | Simply boost an existing organic post with a few clicks. |
| Targeting Options | Offers advanced targeting options such as job title, industry, skills, company size, etc. | Provides similar targeting options but is simplified for quick use. |
| Ad Formats | Experiment with multiple formats like video ads, carousel ads, sponsored content, and so on. | Limited to the format of the original organic post. |
| Cost Structure | More suitable for companies with larger ad budgets. But you can try out more bidding strategies to control your budget. | Perfect for small companies that are tight on resources but have less settings for budget control. |
| Time Investment | Requires more planning and design work. | Minimal time investment; can be done with just a few clicks. |
Conclusion
LinkedIn’s post-boosting feature opens new gates for B2B brands looking to connect with the audience. It makes paid promotions more accessible to those with limited technical and financial resources.
That doesn’t mean the new update is a win-win feature. The way how professional users may respond to an increased toll of sponsored posts on their feed, is a matter of concern. Ultimately, even though the feature has a huge potential, the results may depend on brands that can strategically use them, without oversaturation.
