Social media is the best place for creative copy. Your audience is at the early stage of the sales funnel so something that is unique or funny, or shows vulnerability, is going to create far more awareness and interest than “Hey, look at our great new AI solution, buy it.”
Sure, sales and discounts can be attractive in the B2C world, but in the B2B, tech and finance world, they tend to reduce credibility and ignite more questions than interest. Most of the time LinkedIn followers are not looking for a bargain, they’re looking for something of value (unless you’re looking for a copywriter, in which case you’re probably looking for a bargain and value). Webinars or giveaways with hidden upsells might work once, or twice but people catch on quickly.
This is also one reason why B2B influencer marketing is growing. If you engage the right influencer, it can create an opportunity to show off products without the hard sell.