Leading the way: attract the clients you want with thought leadership

It’s a schoolboy error we see all too often in marketing – throwing enough mud and seeing what sticks. Without a targeted digital marketing strategy, we’re destined to waste money attracting the wrong audience. 

As a provider of your product or service, you’re the expert. You’ve spent years honing your skills and putting them into practice. You deserve to work with the best clients, and to have a reputation that allows you to be discerning. Becoming a thought leader will earn you this reputation. 

What is thought leadership?

Thought leadership is all about positioning yourself as an expert in your field. You have the knowledge that will answer your customers’ queries, as well as educate those in your industry. The best thought leaders impart their wisdom on a regular basis through various content marketing methods.

How can I become a thought leader?

Thought leaders spread their message both online and offline. As a digital growth agency, we love to see online techniques in action, such as: 

·       Industry blogs: these can be topical, tackling the latest issues in your field (for example, we saw a spate of GDPR articles for specific industries in 2018). They can also be more evergreen, answering common questions based on data from keyword research.

·       Podcasts: these have shot up in popularity in recent years, from 18.5 to 30 million episodes. Not only do they give thought leaders the chance to impart their knowledge, they also allow them to discuss the industry with other experts and invite new perspectives.

·       By-lined articles: guest blogging is not only an effective link building tactic. Thought leaders can share their views and justify them with a bio highlighting their qualifications and experience. 

Of course, the best thought leaders combine these techniques with offline methods. Public speaking events offer a large, engaged audience who can ask questions directly.  

Likewise, industry panels and trade shows position you in front of the right audience. We must not neglect place when we consider the marketing 4Ps. The more opportunities you have to engage with your target audience, the more your reputation will improve. 

What not to do

Real thought leadership takes years of hard work. Shortcuts will only risk damage to your reputation.

Don’t fake it

The marketing world is full of chancers who like to call themselves “experts”. Imagine a brain surgeon making the same claim. Always back up your knowledge with accreditations or testimonials.

Don’t spread yourself too thin

Becoming a guru of all things digital marketing sounds great, but it means you’ll have to increase your output significantly for individual subjects like PPC, SEO etc.

Don’t forget to combine online and offline

Take every opportunity to refer back to your knowledge-sharing campaigns. For example, filmed public speaking engagements could form a webinar, or you could mention your blogs onstage.

If you’re not quite at “thought leader” stage yet, keep going. Keep creating and sharing content, and contributing to discussions. Knowledge is power, so use it to your advantage.