Marketers are looking for opportunities to expand the
presence of their domains and solve problems that their industry usually faces.
With so many people going for start-ups and ditching their 9-5 jobs, thought
leadership has become a powerful strategy to increase your brand awareness.
So what is thought leadership? And how can it influence your business?
In simple words, thought leadership marketing is a blueprint to position your company as an influencer and leader in its niche. There are various ways to do that, such as publishing videos, research paper or factual findings or any other method that can help you increase your brand authority in the market.
Though leadership marketing usually has a very high ROI,
sometimes even more than social media marketing or CPA campaigns. This is
because its influence is long lasting and your publications change the way your
consumers think about your company.
Also, the publications are long-lasting. If you have done
research or fact-finding about your consumers’ interest, then it is likely that
the results will get highlighted in several other articles, increasing your
brand awareness and sales in the long run.
In general, a thought leader looks for new ideas rather than
following traditional marketing practices. They come up with plans to increase
the authority and influence of their organizations and create value for their
Leaders can be some of the most successful individuals when
it comes to marketing. They can be a valuable asset for your business and its
overall growth. They are not just marketers; rather experts who know how to
exert influence and control by leveraging new techniques.
What does thought leadership marketing means for your business?
Thought leadership is a vital component for your content and
digital marketing strategy. Further, companies are looking for such experts
that can influence their business image and add value. Thought leadership can
mean a lot for your short and long term business prospects.
Your audience is not going through your content just because
they have stumbled upon it. Instead, they are there to find the best answers to
their questions. In other words, you have to win your readers somehow. This
gives rise to the demand for people who can effectively create content that can
influence your readers within a short span of time.
You might think of thought leader as another content marketing
term, but there is a lot of difference between the both. Of course, a content
marketer can write influential and great content for your business. But this
doesn’t mean that they can increase your authority on the niche you are
In comparison, thought leaders are experts in a particular
niche. It means they have to spend a lot of their time to understand the
dynamics of an industry. They have credibility in their opinions and have a
clear point of view for what they write or speak about. If you wish to
represent your business in seminars or ceremonies, then these people are what
you should be looking for to achieve success.
Thought leaders – The Engine for Your Sales and Brand
Thought leadership is becoming crucial for any online
business to exercise command on their niche. In turn, this gives rise to
thought leaders that are responsible for generating powerful marketing
strategies. These people can come from many different sources. But they will
have full background and knowledge of the industry.
These experts are usually asked to deliver speeches in public events and share their understanding of your brand. Steve Jobs, Peter Drucker, Bills Gates, and many other people are common examples of thought leaders in their industries.
These individuals are very beneficial for every business as
they communicate your ideas, product or service features to the audience, so
they get to know you. But the most important thing is that they speak about
your brand to your targeted audience that significantly helps increase the
trust score of your business.
As an example, a person with expertise in the field of
textile manufacturing would likely speak to people with interest in clothes.
It won’t be wrong to say that these people are very strong
personalities and can serve as crucial agents for the future of your business,
especially in the long run.
So, what it takes to become a successful thought leader?
There are no pre-defined qualities for thought leaders.
Industries are ever evolving, and people need time to learn new developments
around their operations. It might mean that a person you think could be a
thought leader might not be fruitful in the long run unless he keeps upgrading
his knowledge and experience.
Well, below are some qualitative traits you can look for
before hiring a leader for your thought leadership marketing campaigns.
People are keen to listen to influential personalities that
have direct or indirect experience in an area. This means that your thought
leader should be an expert in your niche and can deliver hours of engaging speeches
and presentations if required. It means such people should have been working in
a specific area for decades and absorb their job as a passion rather than a
Willingness to learn
If you find the correct person for the job, then it is also
crucial to know their involvement in current business developments around your
niche. Influential thought leaders always stay abreast of current changes to
keep their competency level at par with new trends.
Clear cut explanations
This is very critical for every thought leader. Thought leaders
should have a clear point of view to stand apart from other influencers. It
means the individual should be able to provide definite and precise information
to your audience. Thus, they will know what the audience is looking for in your
content, videos, and other promotional materials.
For an effective thought leadership marketing campaign,
credibility of your expert is a must. Of course, it is not something which
anyone can gain by practicing some skill set. Rather, credibility comes from a
combination of past experiences and current endorsements from key leaders in
You might come to know a person that has vast experience in
the niche and can deliver clear cut explanations to your audience. But what about
his credibility? In other words, if your thought leaders have no idea of their
standing in their particular field, then no one will take them seriously!
As a side note, by working along with professionals and
experts in an industry a person can automatically enhance their credibility
with an audience.
A large but targeted fan following
You cannot be a thought leader if nobody follows you. In
short, you must have a fan base and people willing to understand your ideas.
This certainly means that you are someone with thousands of followers on social
media and a known figure in your industry.
Creating the right thought leadership marketing strategies
A competitive thought leadership strategy can effectively
help reduce your sales cycle and increase the credibility of your business. By
developing effective leadership marketing content, you can effectively beat the
competition and outperform a majority of your rivals. Below are some of the
best thought leadership strategies a business can use for marketing.
Pay special consideration to your customers’ interest
This might sound something obvious, but it is often
overlooked. Of course, targeting your audience is a vital component for any
digital marketing campaign. But when it comes to thought leadership, the expert
needs to brainstorm all the possible ideas people can search for to reach your
Let us suppose you have just launched a new startup that
sells baby clothes in the market. What do you think your potential customers
would Google which will relate your business? Further, what is your target
audience? Well, you are not going to target babies here since they don’t use
You might want to focus on audience within 20-35 age groups
as they are the individuals who are likely to have children and shop for
newborn clothing. This sounds good but it certainly is not something you would
hire a thought leader for.
In fact, your thought leader should be very picky in
choosing the keywords and linking them with your product. Ideally, your thought
leader would also be someone who has spent a lot of his time with newborns.
How about an individual with expertise in daycare management
or an infant nutritionist? Of course, parents would love to hear such people
and it is likely they will have a targeted fan following as well!
Strike with thorough research
In-depth research for your business is likely to shape your
future business growth. It is very important for your thought leader to undergo
extensive exploration and testing about your niche, before making an
influencing marketing strategy.
In other words, it is not enough for your thought leader to
just have a general understanding of basic concepts and ideas about your
business. This means to create an effective thought leadership marketing
strategy you need the following.
- To identify and pinpoint the ways and methods your
competitors are using to influence their position in the industry by means, like
facts findings or conducting surveys.
- Extensively research the topic from
authoritative sources. This just does not include the online content on a
website but also compromises books and research papers available on the market.
- Using social media to have an understanding of
your users and link your product with their interests.
Don’t go with the flow
If you are copying the current thought leadership trends in
your industry and integrating them in your marketing strategy, then don’t! In
fact, there is no point in hiring thought leaders when anyone with knowledge in
digital marketing can do that!
Instead, come up with smart and new marketing techniques.
How about engaging your audience with online polls about your industry? In
other words, come up with something compelling that your audience would love to
be a part of.
Your thought leader should be able to integrate his vast
experience and knowledge of the industry to make influential marketing tactics
that your rivals lack. Hence, don’t integrate the ideas of your competitors in
marketing campaign rather build something new that will engage your audience
and keep them coming back for more.
Will thought leadership work for you?
Thought leadership marketing is becoming critical for every small and large business. You might have acknowledged the influx of influencers on social media in multiple industries. This is because influencers are becoming a trending technique to reach your audience at just a fraction of the cost.
Large enterprises are constantly looking for personalities relevant to their business for gaining authority in the industry. Besides, hiring a thought leader can deliver your message more quickly and cheaply than social media marketing campaigns, which can be expensive if you don’t have the right company behind you.
For thought leaders, there are almost endless options to
create entertaining and engaging content for your business. All thanks to their
vast experience and knowledge in the field. Creating whitepapers, research
magazines or writing daily publications is something they are usually fond of
and you should make the most of it.
short, thought leaders can be extremely important for new businesses. This is
because they can help highlight your brand to masses without spending tons of
money on marketing campaigns.
Wrapping up, your audience is looking for your assistance! Are you willing to give the answers to the question they are looking for by means of thought leadership marketing?
As significant players in the market, thought leaders can help increase your sales and are ready to provide influential ideas that can increase your authority and command.