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How to build thought leadership on LinkedIn

Why is thought leadership important?

Customers want to work with companies they ‘know, like and trust’ and this trust can be built by demonstrating your knowledge and expertise.

Decision makers within companies, big or small, are spending time reading and watching content online. Well made content, that delivers a concise message, has the potential to influence how people view your brand and, crucially, their buying behaviour.

49% of Decision-Makers say that Thought Leadership can be effective at influencing their purchasing decisions

89% of decision makers say thought leadership enhance how they view a brand or organisation online

Edelman and LinkedIn Research, 2020

So why are so few people sharing thought leadership pieces?

Possibly organisations don’t realise the impact that sharing thought leadership can have. Without clear measurement of what impact this has on a brand, it may be pushed to the back of the to-do list.

Working with clients on their LinkedIn strategy, I believe that many would LIKE to share thought leadership content, but don’t have the skills or experience to know how to do this.

If you want to learn HOW to use Thought Leadership to help your business or organisation, read on.

Thought Leadership on LinkedIn can take the form of writing posts, articles, commenting on others content and sharing video.

Use your knowledge and experience to create content that answers your audience’s key questions.

Put yourself in the mind of your audience – what can you share with them today that will be of service to them?

What do your audience want to learn from you?

Here are three key areas to focus on:

  1. Industry news – updates, insights and experience from working inside your field of expertise
  2. Product or Service information – how do you use your product? What benefits can your services bring? How will they impact your customers?
  3. Brand values – what does your company stand for?

Why does this matter?

On the LinkedIn Business blog, C-suite figures back up the importance of sharing thought leadership.

47% of C-suite executives say they shared contact information after reading thought leadership.

45% of decision makers say thought leadership compelled them to invite an organization to bid on a project when not previously considering them, and 57% of say thought leadership directly led to awarding business.

61% of C-suite executives say they’re more willing to pay a premium to work with an organization that has articulated a clear vision.

LinkedIn Business Blog: Marketing Solutions

Maybe you are thinking you haven’t got time for this. The good news? Sharing one thoughtful piece on LinkedIn per month in the form of an article or showing up with a short video once a week is all it takes.

Three different ways to share your thought leadership on LinkedIn

  1. Writing longer form articles.

Writing an article for your LinkedIn account takes a bit of time and effort. And yes, articles get less views than sharing a post. However.. your ideal audience or potential client, will do their due diligence when looking to work with someone. And this includes going to check out what articles you have written. A well-written article will show up in search results online. Use keywords and consider what your ideal reader is searching for.

By highlighting your article in your Featured Section of your profile, you can make it easier for your reader to find your article.

How to write articles that people will read and share

(this article first appeared in Social Media Examiner)

2. Share video content

Video marketing is an excellent way to share your thought leadership. Why not share behind the scenes of your company? Or demonstrate how your product works? Video will get your message across quickly.

Create video for your audience. Go back to the questions you get asked about your product or service and answer those.

If you have an event coming up, create a buzz around the event using video. If you are hosting a webinar, create a short promotional video that shows your audience what they will gain from attending your webinar.

How to use LinkedIn live and LinkedIn video for your business

3. Engage with your network

Using LinkedIn effectively is not all about you. Sharing content shows your thought leadership but remember to spend time commenting on your network’s posts. Engage inside industry LinkedIn groups. Establishing your thought leadership is a two-way street. When someone comments on your content, respond to them.

Plan your Thought Leadership pieces.

What is your end goal? Don’t overcomplicate it. Your network enjoy digesting content – try to make it accurate, shareable and relevant.

If you need help planning out what content you are going to create, consider booking a LinkedIn VIP Intensive to work on your profile, content and strategy for using LinkedIn.

How to use your LinkedIn Company Page with Thought Leadership.

Do you have a team? Consider showcasing your team members and their expertise. Encourage the team to contribute to your Company Page content. Once they publish posts, videos or articles, encourage the other members of your team to share this content out into their own personal networks.

Supporting and highlighting your own employees makes your business attractive not just to future employees, but also to those companies that share your brand values.

LinkedIn has had a surge of engagement in 2020, with an increase in traffic by 25% as more professionals are working from home. Share your expertise, knowledge and demonstrate leadership.

If you’re not leading, you’re following

LinkedIn

If you would like to discuss creating a strategy for building your thought leadership on LinkedIn, reach out. My LinkedIn VIP intensives are the perfect fit for individuals, and my corporate training packages will suit a SME or corporation.

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