Everyone’s using the buzzword thought leadership these days, but what does it actually mean for you as an individual?
According to Wiki, “a thought leader is an individual or firm that is recognised as an authority in a specialised field whose expertise is sought and often rewarded”. Further, “it is used to increase or create demand for a product for service”.
So how do you do this? It could be with regular articles, ebooks, videos, or white papers that provide insight, value, trends and content that shows off your expertise, influences, and includes your perspective on the topic.
I’ve been asked a lot recently about the issue of copyright on material being published. It is quite simple: don’t duplicate and use someone else’s content, don’t cut and paste. Unfortunately in this day and age, chances are if you’ve thought of something to write about someone else has too, so be original with what you say about it.
Think of your audience, what unique angle could YOU take on the topic, what is going to be benefit your clients the most? Most ideas (unless they are patented, trademarked or registered) are not copyrighted, facts if quoted aren’t copyrighted either, but as soon as you publish your post it is yours. Check out the Intellectual Property Laws in your country for more info.
Like any other marketing, thought leaderships needs to form a part of your overall strategy, identify your niche and start from there. Interview your clients, ask them the questions, then answer what they want to know.
It’s not a sales pitch
Don’t push yourself on people, LinkedIn is not a sales forum, use thought leadership to begin a conversation, as the start of relationship building with prospective clients, and nurture those relationships. People are not on LinkedIn to be sold to, they want value when they click on that link to your post.
Visuals, response, measures
Make use of visuals in your LinkedIn post, people engage with their eyes. According to LinkedIn readers are 14 times more likely to click on posts that have a cover photo at the top.
Most importantly, ensure you respond to comments, remember thought leaderships is about providing value, building your expertise and creating a demand for your product or service, so thank people for commenting and begin to foster those relationships.
And finally, have a plan in place to measure your results.
What ways are you using thought leadership to grow your business?
With 20 years experience in marketing, Kath knows what works for businesses, this blog has the latest tips, tricks and innovations to help your business online.