Roadmap for thought leadership ads linkedin
- Author
- Effy Shkuri
- Published on:
- Published in:
- Video Marketing
Thought Leadership Ads for LinkedIn
Thought leadership ads on LinkedIn allow marketers to ask network members for permission to use their content. This is an important part of thought leadership marketing activities. In a B2B context, this primarily involves valuable messages from C-level executives that you want to promote, or experts within the organization who share their unique perspectives.
How it works.
Before creating a thought leader ad, you can start a new campaign or use an existing campaign for brand awareness or engagement. You can also create new ads for existing single image ad and video ad campaigns by editing your campaign.
Roadmap Thought Leadership Advertising
- Ga naar ‘Ads Instellen’ in Campaign Manager. Nieuwe Campagne: Na het selecteren van je campagne-instellingen, ga je automatisch naar ‘Ads Instellen’. Bestaande Campagne: Bewerk de campagne om naar ‘Ads Instellen’ te gaan.
- Click "Browse Existing Content" to open the Content Library page.
- Klik op ‘LinkedIn Leden’ om te zoeken en lidposts te selecteren die je wilt sponsoren. Gebruik het tabblad ‘Posts’ om te zoeken naar posts van medewerkers of 1e/2e graads connecties.
- Selecteer de Gewenste Post en klik op ‘Goedkeuring Aanvragen’ om een sponsoraanvraag te versturen. In het dialoogvenster klik je op ‘Verzenden’. Je kunt ook op ‘Verzoek Bekijken’ klikken en de link kopiëren om het verzoek direct naar het lid te sturen.
- Use the "Requests" tab to view sent requests and filter them by approved, rejected, or pending.
- The member will receive an email notification requesting approval.
- Once the member approves it, you'll be notified in Campaign Manager, and you'll be able to sponsor the requested post.
Important Considerations
- Members can choose to approve a single sponsorship request or all current and future requests.
- Members can revoke their approval at a later time, after which the ad will be disabled immediately. If there are no other ads, the campaign will remain active but will stop serving ads.
Related Tasks
- Gain access to ad accounts in Campaign Manager
- Creating a LinkedIn Ads campaign - see tips for video
- Create a new ad in an existing campaign in Campaign Manager
- Editing Campaigns in Campaign Manager
- Boosting a post from a LinkedIn page
- Manage permissions to sponsor organic posts as thought leader ads
Learning and Optimization
You can use thought leader ads to promote content from LinkedIn members, which can expand your reach and help you achieve your brand goals. Thought leader ads help you keep your content engaging and relevant by drawing on authentic member experiences— see LinkedIn’s article on this topic
Requirements and Permissions
| **region** | Requirement** |
|---|---|
| Posts | You can promote posts from your company's employees and members who are first- or second-degree connections. |
| Important to Know | Posts that have already been shared in a group cannot be promoted as a thought leader ad. |
| Promoting Posts | Articles can be promoted. Newsletters, documents, polls, multi-image posts, and reshared posts are currently not eligible for promotion. |
| Campaign Authorizations | To set up an ad campaign, you must have Super Admin, Content Admin, or Sponsored Content Poster permissions for the account's company page. If the ad account is linked to a Showcase page, you must have these permissions for the ad account's main page. |
| Campaign Goals | Available only for brand awareness and engagement objectives. Promoting videos within the engagement objective requires super admin or content admin permissions on the business page. |
| Ad formats | Available only through the single-image ad or video ad format. |
| Content Types | Posts with images, third-party links, and LinkedIn articles. |
| Report | Campaign Manager provides reports on the performance of paid ads. Members can view the combined total of organic and paid metrics for their organic posts from their profile. This total does not include LAN metrics. |
| Request Limit | There is no limit to the number of requests you can send to each thought leader. |
| Sponsor Authorization Request for an Organic Post | Once a sponsor has submitted an authorization request, the author of the post receives an email directing them to a page displaying the post the company proposes to promote, along with options to approve or reject it, the ability to enable or disable automatic approvals, and the terms and conditions. |
| Call to Action (CTA) | There is no CTA button, but URLs can be added to the introductory text. |
| Advertising Creatives | You can't duplicate a thought leader ad. |
By following these guidelines, you can create effective LinkedIn thought leader ads and achieve your brand goals. Thought leader ads help you keep your content engaging and relevant by featuring authentic content from C-level executives and experts within your organization.
Effy Shkuri
"Our people make the difference." Really? As a former "digital workplace & IT entrepreneur," I've said this for years about my 25 colleagues. But the reality is we were only considered thought leaders by 5% of our target audience. Even today, this remains a common statement from MSPs and IT service providers. But these words lose their meaning if your expertise does not extend beyond your existing customers and a handful of prospects. I now help IT entrepreneurs with thought leadership in their niche.