Yes, you can include a link to an external article or blog post in a LinkedIn update. LinkedIn allows you to include hyperlinks in the text, images, hashtags, or captions of your posts. When followers click on the link, it will take them directly to the article or website you have linked to.
Quick Answers
Here are quick answers to some common questions about linking articles in LinkedIn posts:
- You can paste the full URL into your update text to create a clickable link.
- Use LinkedIn’s formatting options to hyperlink text – highlight the text you want to be clickable and click the link icon.
- Make sure the article you are linking to is informative, relevant and adds value for your connections.
- Include a compelling call-to-action in your caption to encourage people to click the link.
- Use hashtags and @mentions strategically to increase the visibility of your post.
- Utilize LinkedIn analytics to see how many people clicked your link and gauge the effectiveness.
- Make sure to follow LinkedIn’s guidelines around over-sharing promotional content.
Why Include Links in LinkedIn Posts?
Here are some of the key reasons you may want to include links to external articles in your LinkedIn updates:
- Share valuable content – Linking to long-form articles or in-depth analyses allows you to share insightful ideas without having to include all the content in your post.
- Position yourself as an expert – Linking to guest articles or thought leadership pieces published on external sites highlights your industry knowledge.
- Expand reach – Drive traffic to your website or blog by linking to your new articles and increase visibility beyond just your direct connections.
- Generate engagement – Articles and stories tend to garner more comments and shares than text-only posts.
- Demonstrate company thought leadership – Share new whitepapers, ebooks and reports published by your business.
- Promote products or services – Links can drive conversions by taking users to landing pages, demos or webinars.
Best Practices
Follow these best practices when including links in your LinkedIn posts to maximize impact:
- Select high-quality articles from reputable sources that are relevant to your audience.
- Only include links to articles you have actually read yourself and can vouch for.
- Use compelling headlines and preview text so connections clearly understand where the link leads before clicking.
- Shorten overly long URLs using a link shortener like bit.ly.
- Place links on important keywords or calls-to-action to increase click-throughs.
- Use LinkedIn Analytics to see which posts with links perform best and optimize based on insights.
- Experiment with posting at different times of day to determine when your audience is most responsive.
- Follow LinkedIn’s guidelines around frequency of promotional posts and over-sharing the same content.
Link Formats
Here are the main ways you can include links in your LinkedIn posts:
URL Link
Paste the full URL into your post text. For example:
Check out this helpful article on small business marketing tactics: https://www.forbes.com/sites/forbesbusinessdevelopmentcouncil/2022/08/15/10-small-business-marketing-tactics-that-packs-a-punch/
Hyperlinked Text
Highlight the text you want to be clickable and use LinkedIn’s formatting options to turn it into a link. For example:
Our CEO just published a new article on employee retention strategies on the company blog – click here to read it.
Link Inserted into Image
Add a URL when uploading an image so it is clickable. For example:
[Image with link to ultimate guide to B2B lead generation]
Link in Hashtags
Include a link when adding hashtags. For example:
Check out our #newproductlaunch #linktolandingpage
Optimizing LinkedIn Posts with Links
To create the most effective LinkedIn posts with links, keep these optimization tips in mind:
- Include a strong call-to-action – give people a compelling reason to click through to your content.
- Leverage hashtags and @mentions – they make your posts more discoverable and expand reach.
- Use visuals – posts with images/video tend to perform better than text-only updates.
- Write an engaging caption – capture attention and explain what the link is about.
- Post consistently – link sharing should be part of an ongoing social media strategy.
- Vary link types – mix up links to articles, images, blogs, landing pages etc.
- Analyze performance – use LinkedIn’s analytics to refine your approach over time.
Guidelines and Restrictions
While linking to external articles in your posts can be beneficial, there are some guidelines and restrictions to keep in mind:
- Don’t overload posts with links – best practice is to include one or two per update.
- Avoid linking repeatedly to the same content.
- Make sure you have rights to share articles or obtain permission where required.
- Don’t use shortened URLs to hide the source of links.
- Steer clear of low-quality clickbait content that lacks real value.
- Follow LinkedIn’s rules on self-promotion – less than 50% of your posts should directly promote your business.
Violating LinkedIn’s policies around over-sharing or using deceptive tactics with links could result in your account being restricted.
Conclusion
In summary, linking to external articles and blog posts in your LinkedIn updates can be a highly effective tactic for driving traffic, positioning yourself as an industry expert, and sharing valuable insights with your professional network. However, you need to follow best practices around providing context, optimizing posts for engagement, and adhering to LinkedIn’s policies to maximize the benefits. Used strategically as part of a broader content marketing approach, links can significantly expand your reach and visibility on the platform.