If you're tired of the same old B2B marketing tricks and are ready for something fresh, you're in luck.
LinkedIn, first and foremost, is a social platform, where real people naturally get more attention than brands. But it also remains the best place for B2B companies to connect with their customers. The secret to standing out? Make your brand feel more human.
Instead of looking like another robotic conglomerate that users can easily scroll past, why not lead with real people instead of just your logo? That’s where LinkedIn's new Thought Leader Ads come in. Finally, you can sponsor posts directly from individual employees' profiles, not just the company page.
This revolutionary ad option lets businesses tap into one of their greatest assets—their people. And B2B marketers are jumping on board because this method has been proven to boost brand awareness and skyrocket engagement.
Wanna know more? Let’s get started.
What are LinkedIn Thought Leader Ads?
LinkedIn Thought Leader Ads are a fresh and personal way to promote your business. Instead of running ads from your company’s page, these ads are shared directly from the profiles of your employees or executives.
Think of it this way: People trust people. When you spotlight real individuals in your organization, you’re making your brand more approachable and authentic. These ads let you showcase the expertise, insights, and voices of your team members,and builds genuine connections with your audience.
It’s a smart way to cut through the noise of traditional marketing and create a human-first approach that echoes with decision-makers. So, you’re going beyond advertising—you’re building trust, credibility, and engagement through the power of your people.
Why Use LinkedIn Thought Leader Ads?
LinkedIn Thought Leader Ads give your brand a personal touch that stands out in a sea of corporate messaging. By featuring real people—your employees or leaders—you’re turning up the authenticity, which is something audiences crave. When potential customers see insights or advice coming from a trusted individual, rather than just a company logo, they’re more likely to engage.
Plus, thought leadership has a lot of value in LinkedIn. 48% of decision-makers spend upwards of an hour each week engaging with thought leadership content, and it influences the purchase decisions of 49% or them. Even better, 89% of decision-makers believe that thought leadership enhances their perception of an organization.
Ads subtly disguised as thought leadership showcase your team’s expertise in an unconventional way, and positions your business as not just a provider, but a trusted partner in your industry.
How to Maximize ROI with LinkedIn Thought Leader Ads
If you’re ready to get the most out of LinkedIn Thought Leader Ads, here are some steps to help you boost your ROI and make a real impact:
1. Pick the right thought leaders
Start by identifying the people in your company who have credibility and a strong voice. These might be your executives, subject matter experts, or anyone who’s respected in your industry. The more relatable and knowledgeable they are, the more likely they’ll connect with your audience.
2. Create content that adds value
Thought Leader Ads work best when the content is meaningful. Instead of coming off as salesy, focus on sharing valuable insights, tips, or trends that genuinely help your audience. Think about what challenges your audience faces, and have your thought leaders speak directly to those issues.
3. Tell a story, don’t just sell
People love stories, especially when they’re relatable. Use these ads to tell a compelling story—whether it’s how your company solved a problem, a behind-the-scenes look at your culture, or a personal experience from your thought leader.
4. Use LinkedIn’s targeting features
One of LinkedIn’s biggest strengths is its ability to target specific audiences. Make the most of this by narrowing down your ads to reach the right decision-makers. Use filters like job titles, industries, company size, or even specific companies you’re trying to engage. The more relevant your audience, the better your ROI.
5. Engage with your audience
Once your ads are live, encourage your thought leaders to engage in the comments. Answer questions, provide additional insights, or simply thank people for their input. This personal interaction builds trust and shows that your brand cares about connecting, not just advertising.
6. A/B test your ads
Try running different versions of your ads to see what works best. Test variations in messaging, imagery, and even the tone of the posts. For instance, see if a more casual approach works better than a formal one, or if video content outperforms text.
7. Use LinkedIn’s lead gen forms
If generating leads is a priority, LinkedIn’s Lead Gen Forms are fantastic. These forms are built into the ad, so that users can share their info without leaving LinkedIn. This lowers the barrier for engagement, and it’s an easy way to capture high-quality leads right from the platform.
8. Monitor Performance and Adjust
Keep a close eye on your ad performance. LinkedIn has analytics that show how your ads are doing in terms of engagement, clicks, and conversions. Use this data to optimize your campaigns—double down on what’s working, and adjust what’s not.
LinkedIn Thought Leader Ad Examples
Need some inspiration for your own Thought Leader Ads? Check out these awesome examples:
This LinkedIn post by Amit Bendov is an effective example of a thought leader ad. First, this post comes from a CEO, which adds significant credibility and authenticity. It also taps into his personal expertise to introduce a new AI-powered tool, Auto-MEDDICC. You can also see him showing his subject matter authority.
Another example is this post by David Malpass, which clearly communicates the value proposition of Apollo.io without coming off as promotional at all. The emphasis on enhancing rather than replacing human interaction highlights a balanced approach to automation (a marker of value-driven content). This makes the post appealto those who value personal relationships in sales.
Lastly, this post by Taylor Johnson shows good thought leadership in action, fused with an ad. It brings to the front a tangible outcome—an increase in email reply rates by 4% after implementing a specific strategy. The graph provides visual evidence, while the CTA not just promotes further engagement but even positions the author as someone who can provide valuable solutions.
Lead Your Revenue Forward With LinkedIn Thought Leader Ads
There’s no better way to humanize your brand and connect with decision-makers at the same time than LinkedIn Thought Leader ads. With just the expertise of your team, and no additional costs, you can build trust and drive better results for your business. Just focus on sharing valuable insights, telling compelling stories, and engaging with your audience.
If you're looking for a tool to help amplify your LinkedIn Thought Leader Ads, Highperformr is here to help. Highperformr is a complete social media management platform that handles everything–from creating relevant, brand-aware content to optimizing social engagement and publishing on multiple channels–all within a single dashboard.
Sounds too good to be true? Why not find out yourself? Book a demo today.
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