Utilizing Thought Management Advertising and marketing with Paid Advertisements

Imagine if you were the next Seth Godin, Gary Vaynerchuk or Tim Ferriss.

Just like these notable numbers, a great reputation can attract profitable customers, provide conference speaking opportunities, and success on current business ventures. Thought leadership marketing is a powerful thing.

How do you transform yourself from a nobody to a reliable thought leader? How do you build your reputation and be recognized in your niche?

Learn more about how paid ads can help you build your personal thought leader brand.

What is thought leadership marketing?

Thought leadership marketing is the practice of increasing the visibility of your brand by establishing yourself as a competent source of information. It helps establish CEOs, executives, or individuals as reputable experts in their niche.

A marketing manager might want to become a thought leader in order to get more clients for their agency. Likewise, other CEOs want to build a following to put their company's products and services in the spotlight.

Becoming a thought leader seems like an intimidating endeavor, but it is possible with the right strategy.

A thought leader could work with a marketing team to create high quality blog posts, educational videos, and social media content. As the thought leaders grow in fame, they can build a following and become experts in their field.

Why Should You Use Thought Leadership Marketing In Your Paid Ads?

What are the benefits of thought leadership in paid marketing campaigns? Here are some of the key benefits you need to know about.

1. Improve brand awareness and awareness

Imagine a paid ad with insightful advice from a featured thought leader. When it comes to marketing for thought leaders, the featured specialist or manager immediately seems credible and authoritative.

More interaction with paid ads also means more contact with your business.

Even if customers don't click the ad right away, repeated viewing of your paid ads will keep them curious and direct them to your website. In this case, they already have a positive perception of your brand (if you've created compelling ad content).

Thought guidance content is also a great way to attract decision makers.

In a survey of LinkedIn decision-makers, 58 percent of respondents read one or more hours of thought leadership per week. This means that by investing in paid advertising with content for thought leaders, your business can be introduced to big business decision makers.

2. Thought Leadership Marketing offers business opportunities

The more people discover your brand through paid ads, the more business opportunities you can create over time.

Getting opportunity through your thought-leading content is ideal because customers already perceive you as believable.

Check out these statistics that show that thought leadership can drive business:

  • Almost half of the C-suite executives share their contact information while reading the Thought Guide.
  • Fifty-eight percent of decision makers say they choose companies as thought leaders based on their content.
  • Sixty-one percent of decision makers are able to pay premium prices to partner with a brand that uses thought leadership.

These statistics show that investing in thought leadership can result in a high return on investment. On the other hand, if you are looking for opportunities yourself, you still have to convince potential customers to trust your company or make an effort to make them happen.

3. Gain public speaking opportunities with thought leadership marketing

A good reputation means more people are willing to listen to the knowledge and advice you offer.

As you increase brand awareness through paid ads, you can also take advantage of the opportunity to speak to your desired audience at conferences and events.

When organizations promoting their conferences and events, they can also include your face, name, and credentials in their promotional content. Of course, this also means more advertising for your personal brand.

Consider this ad from the Data Protection World Forum that has a headshot and speaker's credentials. While it may seem like a small advertisement, more adverts are always good adverts when it comes to establishing yourself as a thought leader.

Thought Leadership Marketing - World Privacy Forum

How To Use Thought Leadership Marketing In Your Paid Ads

How do you create thought leadership ads to grab people's attention? Here are some tips you need to know:

1. Understand your target audience

Understanding your target audience is critical to the success of a paid advertising campaign. As with any marketing campaign, start with creating a buyer personality.

Here are a few questions to consider:

  • What does your target group need?
  • What do you think?
  • Why would they want to subscribe to your brand?
  • How will your ads inspire or motivate viewers to visit your website?

A good tip is to take surveys or use social listening tools to get responses. If you have social media pages, read your audience's comments or messages. You can also start a survey to find out what your target audience's expectations are.

With this information, you can create thought leadership ads that align with your buyer personalities. As your business grows, reassess your buyer personalities so that they align with customer needs.

2. Add a professional photo

Just like your logo, the paid ad may be the first branded content decision makers and consumers see.

My suggestion is to use a professional photo to make a great first impression.

Dress up based on how you want to represent your personal brand. If your target base is B2B professionals or CEOs, a suit and tie can do the trick. Those looking to attract the general public can use a casual outfit to look more reliable.

Tim Ferriss, author of The 4-Hour Workweek, encourages viewers to read his content such as books, gadgets, albums and articles. He also looks relaxed and wears a casual shirt. The photo in the paid ad may seem simple, but it actually represents the life their audience could lead if they followed their teachings of working less and earning more.

Thought Leadership Marketing - Tim Ferriss

3. Offer information about products and services

Thought leadership marketing ads should provide insight into the products and services you are offering.

This guarantees that customers know what to expect when they click on the ad. If you are not clear about your products and services, you can lose potential customers.

For example, Dave Ramsey's ad for his live webinar lists the benefits clients will get by subscribing to his Master's Training Course for Budding Financial Advisers.

Thought Leadership Marketing - Dave Ramsey

4. Watch paid advertisements from competitors

Look at what your competitors are doing.

What marketing channels do they use to run their paid ads? How often do you run these ads? What are you writing about? By monitoring and analyzing competitor ads, you can uncover opportunities for your own paid ads.

How do you find advertisements from competitors? On Facebook, you can check the ad library for active and inactive ads from other thought leaders in your industry.

Thought Leadership Marketing - Ad Library

5. Offer valuable content

Even with a compelling paid ad, customers may not be able to click or buy your products and services right away.

That's perfectly fine; Paid ads don't exist just to sell your products and services.

An alternative option is to use paid ads to share links to valuable content like educational videos or blog posts. By sharing valuable content, you can effectively introduce your brand and establish yourself as a trusted expert.

6. Be real

Asking people to buy now may not produce the best results.

A good tip is to stay authentic or encourage engagement. Take a look behind the scenes of your brand. You can give interesting insights into your company and learn how you have helped your clients and customers.

Author Malcolm Gladwell's paid ad includes a sponsored video that offers humorous behind-the-scenes insight into his upcoming audiobook. While he may not be selling a new audiobook (yet), this may create hype for his upcoming work or encourage viewers to revisit his previous bestselling works.

Thought Leadership Marketing - Malcolm Gladwell

Another option is to share facts and research-backed knowledge or facts to support your point. Include a link to an e-book, white paper, or case study with numbers and numbers. This is much more convincing than asking people to buy, buy, and buy.

Examples of Successful Thought Leadership Marketing Paid Ads

Still not sure how to use thought leadership marketing with paid ads? Here are some successful paid ads that could inspire your own:

1. Simon Sinek

Simon Sinek is an inspiring speaker who covers topics such as leadership and organizational structure. He regularly hosts online classes and workshops to help people feel safe, inspired, and fulfilled.

To encourage more viewers to attend his classes, he shares a thought-provoking clip from a previous lecture. The life lesson from the short clip can encourage people to visit his website, review its contents, and ultimately, become a paying customer.

Thought Leadership Marketing - Simon Sinek

2. Bill Gates

Bill Gates doesn't need an introduction. Although he founded one of the largest technology companies in the world, his most recent passion is fighting climate change and infectious diseases.

For his live chat with Trevor Noah, he created a paid ad for his book.

Thought Leadership Marketing - Bill Gates

This ad works because it includes his professional photo, book cover, and the date and time of the event. Even with a simple picture, he can share all the relevant information the viewer needs to know.

3. Grant Cardone

Grant Cardone specializes in the business world. This is precisely why he has an impressive paid ad that is a perfect match for the products and services he offers.

His short clip gives an overview of what students can expect from his boot camp. He also has a compelling and informative CTA (Get Access To For Only $ 97!) That inspires viewers to act.

Thought Leadership Marketing - Grant Cardone

4. Tai Lopez

Tai Lopez is an investor and entrepreneur who specializes in motivational and self-help content. They say that big brands have compelling stories, and the same goes for their business.

The full version of his paid ad contains a story about his fight against poverty and the beginning of his career. Eventually, he could seek mentorship and change his life for the better.

Unlike most paid ads, its ad copy is quite long. With an irresistible story, he can keep readers interested to the last word.

Thought Leadership Marketing - Tai Lopez

5. Tony Robbins

Tony Robbins is a top business strategist, coach, and public speaker. His impressive paid ad campaign is encouraging people to start their own business with a course priced at $ 395.

Thought Leadership Marketing - Tony Robbins

This type of copy can be effective for followers who are already familiar with your brand. If your product is on sale at a discounted price, customers who know the original prices may be forced to sign up and try it out for themselves.


If you want to be a reputable thought leader, paid advertising campaigns offer you a way to increase brand awareness and attract like-minded people.

For professional results, use a professional photo and convincing copy (or video) to give viewers an in-depth look at your products and services. Don't forget to understand your audience's needs and share solutions that address their plight.

If you attract more people to your personal brand, you can also acquire lucrative business opportunities and be invited to speak at conferences. Hopefully, these tips will inspire you to incorporate thought leadership into your paid ads.

How are you going to use thought leadership marketing in your paid ads?

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