LinkedIn thought leadership ads should probably be part of your ABM strategy.
Don’t know what they are? See the FAQ at the end of the post 👇
They should (Need) to be a part of your ABM strategy bc people buy from people.
And these ads come off less addy, more credible and trustworthy bc they come from....wait for it...a person.
You’ll see higher CTRs and video view rates which you can create remarketing audiences in LinkedIn from and show off your POV, a video demo, a demo CTA, your benefits, testimonials etc.
All to an audience that is going to be a little bit closer to trusting your brand as the solution.
It get’s better bc you don’t need an expensive ABM platform to run them.
Don’t get me wrong, it could help having on but you run these directly in LinkedIn ads. So no matter where you are in your ABM journey, you can run these!
Upload your account list, create a campaign, add in your targeting, select the post you want to sponsor from one of your employees and run it!
Semi-pro tip: You want use a post that already has some engagement built in, giving off the social proof vibe.
If there is a post that has decent engagement but doesn't fit perfectly within your ABM strategy, the employee can edit it. Add in a mention of the product, maybe a CTA 🤷♂️.
Don't go crazy, you don't want to disrupt the post but you can add a little something if you want.
🚨Don’t have anyone at your company posting consistently? See the FAQ section 👇
It’s just one part of your ABM advertising strategy, not everything but it will definitely help move accounts from don’t give a sheet about you to oh yea I like that company, take my money!
FAQ
👉What are LinkedIn thought leadership ads?
LinkedIn thought leaderships are organic posts like this one from someone at your company that you can sponsor (advertise) to your buyers like you would any other LinkedIn ads.
👉Don’t have anyone at your company posting on LinkedIn?
You should get on that, hire someone, train someone, have your CEO start posting? Big missed opportunity.
In the short term, go out and get someone as an advisor, freelancer, a customer. Pay them or not and have them add your company as an active employee (Could be an advisor, customer board, freelancer title) so you can start running their posts as ads.