Being a buyer is difficult in 2018. According to Hubspot, 67% of the buyer’s journey happens online. And in that online world there is plenty of marketing campaigns, clickbait, scams, and even bad businesses, which makes buyers wary. In a survey conducted by Choozle, 53% of internet users use ad-blockers and 30% do not, but they neither like nor trust internet ads either. This makes it difficult to sell your products online. So what plan or strategy do you have in place to reach these hard-to-reach customers? An effective strategy that is starting to gain traction in the digital landscape is thought leadership.
What Is a Thought Leader?
What is thought leadership? It is when someone establishes themselves as an authority in their field. Frederick Winslow Taylor published a book in 1911, titled “Principles of Scientific Management,” becoming one of the first credited to gain authority and credibility using his knowledge and experience in order to market his product. In the digital age, you do not have to write a book (although that is still an option) to become a thought leader. All you need is the knowledge and expertise you have about your product or service and an internet connection. You know what you’re talking about. This is your passion, your product, your life. Share what you know with those inquiring about your field, and you become an authority. When it comes to purchasing the product, buyers are more likely to come to you to make that purchase.
Why Become a Thought Leader?
Well, to be able to sell your product of course! That’s the basic goal of a successful business. You’re giving the consumer valuable information so that they will trust you, and later you can sell them your product. It’s simple. Here are some stats to help prove this point. Did you know that, according to a Forrester report, thought leadership as a marketing tool had a greater impact than any other content marketing method? 63% of citizens from around the globe say that they do not believe that CEOs are credible or that they only partially know what they are doing. Using thought leadership is a good way to gain trust in a very distrustful world. You just need to share what you know and be authentic. Americans say that authenticity is one of the top qualities that attract them to a brand, and there is also a correlation between a company’s authenticity and the probability their customers will advocate for their brand.
How to Become a Thought Leader
So you want to be a thought leader. You have the expertise. Now all you have to do is share your knowledge with the masses. One way to do this is to maintain a strong social media presence. Share relevant information, follow other thought leaders in your field, and answer questions that arise concerning your area of expertise. Interacting with prospective and current customers not only showcases your knowledge but it also makes the customer feel appreciated and important. Another way to be a thought leader is to write blogs about your field. You can touch on things in your field such as new advancements, frequent problems, controversial issues, or even just the basics. Just make your content informative and engaging.
This sounds like a lot, but it is worth your time and effort. The statistics show that customers will give their patronage to the authority figure in that field. Will it be you? If you want to take the next step in your business, give us a call. We can help you with blogs, social media strategies, and we can even help you write your book.