A strong call to action (CTA) is an important part of any LinkedIn profile or post. The CTA prompts your connections and visitors to take a specific action, like downloading your ebook, contacting you, or signing up for your newsletter. Choosing the right CTA for your goals and audience is key to driving engagement on the platform.
What is a call to action?
A call to action is an instruction to your audience designed to provoke an immediate response. It’s a statement that tells people what you want them to do after viewing your content.
On LinkedIn, common CTAs include:
- Download the ebook
- Sign up for the webinar
- Start your free trial
- Contact me
- Learn more
An effective CTA uses action-oriented language and communicates the benefit of responding. It also makes the next steps very clear for your prospects.
Why are CTAs important?
Including calls to action serve some key purposes:
- Give your audience clear direction on what to do next
- Help move prospects through your sales funnel
- Generate leads and conversions
- Build engagement and encourage shares
- Establish you as an industry thought leader
Without a CTA, visitors may consume your content without taking any action afterward. CTAs give them a specific prompt so they know how to continue engaging with you.
Where to use CTAs on LinkedIn
You can incorporate calls to action throughout your LinkedIn presence:
LinkedIn Profile
Your profile headline, about section, and contact info are all prime real estate for CTAs. For example:
Headline: Digital Marketing Expert | Check out my latest ebook!
About: I help companies build their brand and drive leads through content marketing. Download my free content strategy template to get started.
Contact: Email me at [email protected] to discuss your digital marketing goals.
LinkedIn Posts
Always include a CTA in your LinkedIn posts to generate engagement. End each post with a strong call to action relevant to the content.
For example:
Just published my 2021 social media strategy ebook! Get proven tips for increasing your reach and engagement. Download here: [link]
Sponsored Content Ads
Use action-oriented messaging in your sponsored content CTAs. This prompts visitors to click through to your landing page or desired conversion point.
LinkedIn Messaging
When messaging prospects, include CTAs to schedule a call, request a follow up meeting, or direct them to a landing page. Being proactive with CTAs can increase conversion rates.
How to create effective CTAs
Follow these best practices when crafting your LinkedIn calls to action:
Offer something of value
Entice your prospects to take action by offering high-value resources like free tools, exclusive access, or special discounts.
Use action verbs
Verbs like “download”, “register”, and “buy” encourage people to act right away. Avoid passive language like “check this out”.
Make it specific
Clearly tell people what to do, don’t just direct them to your website or say “Email me”. Give them the exact next step.
Match CTA to content
Ensure your CTA is relevant to the accompanying content. Asking people to download an ebook about social media after sharing leadership advice won’t convert well.
Place strategically
Put your CTA above the fold and in a place that draws attention, like at the beginning and end of a post.
Make it visually stand out
Bold buttons and contrasting colors help your CTAs capture interest on your profile or in ads.
Send visitors to a dedicated landing page
Drive prospects who click your CTA to a targeted landing page, not just your generic website homepage.
Test different CTAs
Try different CTAs and see which ones perform best. Experiment with wording, offer and placement.
LinkedIn CTA examples
Here are some excellent examples of calls to action on LinkedIn profiles:
Thought leadership content offer
“Stay ahead of digital marketing trends! Download my free 2022 Industry Outlook ebook here: [link]”
This CTA dangles the visitor an enticing lead magnet in exchange for their contact information. Offering exclusive tools and content establishes your expertise.
Educational offer
“Want to take your social media skills to the next level? Register for my free webinar ‘5 Secrets to Driving Engagement on LinkedIn’ here: [link]”
Offering free educational materials like webinars and guides is an excellent way to capture leads. Position yourself as a helpful teacher rather than a salesperson.
Personalized consultation
“Looking to refresh your company’s brand this year? Email me at [email] to schedule a free 30-minute consultation.”
Calls to action that initiate one-on-one conversations convert well. Make it frictionless for them to reach out.
Free trial offer
“Ready to try social media automation software? Start a no-obligation 7-day free trial here: [link]”
Free trials remove barriers to entry. Letting visitors test out your product builds trust.
Tips for optimizing CTAs
Once you’ve implemented calls to action, use these strategies to optimize them:
A/B test wording and placement
Try tweaking your CTA language and moving its location slightly. See if small changes impact conversion rates.
Make it mobile-friendly
With much of LinkedIn usage being mobile, ensure your CTAs are clearly visible and can be clicked on small screens.
Keep it consistent
Use the same CTAs across your LinkedIn presence to reinforce your messaging.
Change it up over time
While keeping branding consistent, occasionally changing your CTA wording and offer prevents it from getting stale.
Use CTAs in ads
Sponsored content and Text Ads should always include strong CTAs. This propels visitors to take action once on your site.
Check your analytics
See which CTAs are driving the most LinkedIn traffic and conversions. Double down on what’s working well.
Conclusion
Calls to action are critical to maximizing the return from your LinkedIn presence. Well-crafted CTAs provide clear direction, generate leads, and build engagement with your target audience. Place them strategically throughout your profile, posts and ads. Consider using CTAs that offer exclusive content, free trials of your product, or one-on-one consultations. Continually test and optimize your CTAs for higher conversion rates. With the right messaging and strategic placement, your LinkedIn calls to action can significantly boost your lead generation and bottom line.