You’ve probably heard the term thrown around in the business industry, but what exactly is thought leadership? Thought leadership is a strategy for building up a reputable brand by sharing your industry expertise. In other words, you’re marketing your knowledge so you’ll be the first in mind when your customers are looking for a product or service. Take Apple for instance. There may be better tablets out there, but everyone recalls the iPad. Apple has built a brand on innovation and cutting-edge interface, so that when customers are considering an electronic device, they immediately think of Apple.
So, how does one put thought leadership into practice? Brad Sugars and the rest of our team have gathered some insights to get you started.
It’s Establishing Reliability
People often assume that thought leadership is directly correlated with innovation. When, in fact, innovation simply plays a role in thought leadership. In other words, reliability is the selling point. Customers want to work with or purchase from, a business that thrives on excellent, consistent experiences. It’s better to have the knowledge in getting the job done right than churning out the “latest” product on the market. Thought leadership is about developing trust between customers and the brand, becoming the standard by which other competitors are judged.
The Key is Positioning
It’s one thing to aim for a reputation, it’s another to build one. What kind of company do you want to be known for? Whether it’s for customer service, company culture or consulting, thought leadership allows industry leaders to engage with potential customers. This, in turn, demonstrates the expertise and experience of your brand.
Leverage the Social Landscape
A great way for your business to practice thought leadership is by sharing insight through social media channels. Whether it be Facebook, Twitter, Instagram or LinkedIn, each platform has something unique to offer. First, create a strategy for which channels you’ll distribute through. Next, create valuable, meaningful content that presents a solution to a customer’s problem. Afterward, cross-promote this content and engage with your audience. You also have the opportunity during this time to collaborate with influencers. And as long as you’re being informative and genuine, you’ll find great success with thought leadership.
Have you pursued thought leadership? What are your thoughts on it? Share with us below and be sure to check our FREE Entrepreneurial Assessment.
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