Post on 27-May-2015
SAVAGE
Online Strategies for Thought Leadership Marketing
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Why Thought Leadership?
To have you or your company be perceived as a trusted advisor or resource
Really about providing valuable informationEstablishing a positive reputationSet yourself apartBe “vertically famous”
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Why Online?
Be where the conversations are.Help fix your audience’s “filter problem.”
Low barriers to entryA great equalizer (no “big company” advantage)
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First, Get Involved
Build a listening postSubscribe to industry blogs/group and know what’s happening in your industry
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Participate in conversationsComment, answer questions, repost
Join the
BIG THREETwitter
Research and Listen- Who is in the space already?- What are they saying? - What do your customers say?
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Next, Think About the Outcome
Is there a position or “space” you want to own?If it works, then what...Figure out what results you want, and put the measurements in place now
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Find your “Hotspot”
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BrandExperience
BrandPosition
Audienceneeds
Your Hotspot
Busy clients = information filter problem
What is your personality?
Tone of voice?
Your expertise, differentiator
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Find your “Hotspot”
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CredibleAuthenticValuableTimely
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Effective Programs
This is all part of an integrated program, so you can and should consider: – PR/Media strategy: establish relationships,
position yourself as a resource– Speaking opportunities and authorship
But for today we’re focusing on online
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The Online Strategy
A different kind of online “marketing funnel”
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Blog
SocialNetworks E-mailsMicro
blogs SEO/SEMWebsite
Your blog is the “hub”
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Blog: Why the Hub?
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RESPOND
ATTRACT
ENERGIZE
INFORM
A call-to-action
The right audience
With valuable information
And listen
RETAIN By building loyalty, trust
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Blog: Why the Hub?
It’s the most dynamic – provides the best balance of content depth and timelinessGrow your traffic (and search rankings)A more engaged communityEstablish your brand with rich mediaOffer better service and responsesInitiate more sales
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Online Channels
Communities and networks: join, commentBlogs and microblogs: encourage dialogue (listen to customers)E-mails, E-newsletters (show solutions)Websites: publish papers, webinars, presentations, podcasts, researchSEO/SEM
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Networks: Use Groups Strategically
Think shared interest group instead of a company group– Provide topics for open-ended discussions– Post relevant news and information (linking
back to your blog as needed)
Key is to find a topic that you have expertise in that your customers would have an interest in too
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Microblogs: Have a “Follower” Strategy
Build your Twitter “followers”– Media– Other thought leaders– Industry organizations
Follow those you want to engage withThose you follow likely will follow you back
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E-mails: Ubiquitous and Useful
E-mails/E-newsletters– Case Studies– Industry comment
Add a tagline to all emails with your social media links to feed your funnel
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Examples
Thought Leadership in Action
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Thought Leadership in Action
Accenture– Thought leadership should be integrated into
your company culture– Make innovative thought easily accessible– Give employees freedom of speech
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Thought Leadership in Action
TED Conference– Share the spotlight with other thought leaders
by bringing them into your sphere– Think big– Focus on the future rather than commenting on
the past
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Thought Leadership in Action
English Cut– What seems mundane or ordinary can be of
great interest to those on the outside– Letting people into your world helps them
understand the processes, complications and obstacles you encounter, making them more understanding and appreciative of your work
– People begin to regard you as the go-to resource for all things related to your industry
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Thought Leadership in Action
Cisco– Pay attention to timely news and think
about how it affects your customers– Support your customers’ success– Incorporate video to more deeply
engage readers
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Thought Leadership in Action
Stormhoek Wine– Partner with the big names– Give away product for publicity– Differentiate yourself from your competitors
by connecting with your audience in a new way
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Thought Leadership in Action
Rohit Bhargava– Do more than comment on existing content;
generate new concepts– Share the credentials that make you a credible
thought leader– Utilize a variety of outlets to share content
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Final Advice
Clarity, Commitment and Consistency!– It’s more difficult to maintain your visitors– Resist the temptation to market– Don’t write about yourself – write about your
customers and your industry
Always be giving (and generous with your ideas – to a point)There will be new channels, so add to the funnel but keep your “hub” intact
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Thank You
http://www.linkedin.com/in/robintoomshttp://blog.savagebrands.com
http://twitter.com/rtoomsrtooms@savagebrands.com
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