Thought leadership ads on LinkedIn, how to get started?

What are LinkedIn Thought Leadership ads?

LinkedIn Thought Leadership ads are a unique and new ad format where messages are distributed from a personal profile rather than a company account. This makes them more personal and authentic, which makes them particularly suitable for sharing insights and stories that resonate with a professional audience.

The concept behind these ads is to highlight the human side of companies by, for example, giving managers, team leaders or other employees a stage. This can help reach specific audiences, such as potential employees or peers who appreciate your expertise.

Why are Thought Leadership ads valuable?

The importance of Thought Leadership lies in the power of authenticity and trustworthiness. These ads offer companies and individuals a platform to make their voices heard in a way that is personal and genuine. Here are some of the reasons why they make an impact:

• Putting down an authentic voice: Thought leadership ads show not only what you know, but also who you are. Sharing insights and experiences from a personal profile creates a human connection that inspires trust.
• Enhancing credibility: Consistently sharing valuable and relevant content positions you as an expert within your field. It strengthens not only your reputation but also that of your organisation.
• Building professional relationships: LinkedIn provides access to an audience of decision-makers and professionals. With Thought Leadership ads, you address this audience in a way that inspires them and invites them to interact.

Steps to get started

To be successful with Thought Leadership ads, you need to take a strategic approach. Here are the key steps to get started:

1. The thought leader posts: The process starts with the selected thought leader creating and publishing an authentic, valuable post. This content should be personal, informative, inspiring and connect with the target audience.
2. We set up the campaign: After posting, we get to work setting up the ad campaign in LinkedIn Campaign Manager. This includes choosing an appropriate target, such as brand awareness or lead generation.
3. We set the ad: Next, we select the thought leader's post and link it to the campaign. Here, we also determine the targeting options, such as function, industry, experience level and location, to reach the ideal audience.
4. The thought leader approves: Before the campaign goes live, we review and check the settings and presentation together with the thought leader. This ensures that everything matches the vision and message they want to convey.
5. The campaign will be launched: Once everything is ready, we launch the campaign. During the run, we monitor performance and optimise if necessary to get the best results.

Practical tips for success

• Authenticity is key: Make sure your content truly reflects your expertise and does not feel like a sales pitch.
• Encourage interaction: Encourage your audience to respond, ask questions or share the content.
• Stay relevant: Keep in mind current trends and themes within your sector to keep your content fresh and interesting.

Examples of successful thought leadership campaigns

Belgian companies such as Proximus and Solvay have proven how effective LinkedIn Thought Leadership ads can be.

Proximus launched a campaign focused on digital transformation, sharing their expertise in new technologies through authentic employee stories. By using personal insights, they not only built credibility but also strengthened their position as innovators within the telecom sector.

Solvay used Thought Leadership ads to engage in dialogue about sustainability in the chemical industry. By sharing insights from their executives, they positioned themselves as a trusted partner for companies that put sustainability at the heart of their strategy. This approach resulted in increased engagement and strengthened their reputation as a responsible and forward-looking company.

Start using Thought Leadership ads today

LinkedIn Thought Leadership ads offer a unique opportunity to differentiate your brand and make a lasting impression on a professional audience. It takes time and effort to get your strategy right, but the results are well worth it. By sharing valuable content and making strategic use of LinkedIn's ad opportunities, you can not only showcase your expertise but also build lasting new relationships.

Want to know more about how to use Thought Leadership for your business?
Then contact Funkhaus soon and find out how we can help you achieve your professional goals.