This article was written by Lauren Tilden, Director of Marketing at GreenBook.
For companies in market research, becoming a thought leader is an important way to gain credibility with clients and prospects. After all, who doesn’t want to do business with companies (and people) who really know their stuff? Showing your target audience that your company has the expertise to solve their problems is always good for business.
Below are some strategies your company can put into action to start (or continue) building thought leadership for your company and people.
- Create content. Creating high-quality content is the best way to show your target audience your expertise (and provide value to them in the meantime). Ask yourself about the business challenges your clients have that you’re qualified to help solve, and create content that helps them do that. Some types of content that are great for building thought leadership: blog posts, whitepapers, webinars, eBooks, podcasts, educational videos, and reports and publications.
- Have a stance. Share your disruptive ideas, and if you disagree with someone else’s views, don’t shy away from discourse. At the heart of thought leadership is having a position on issues, and being willing to defend them.
- Get on social media. Build a robust online presence, including the most relevant social media networks for your audience. Put content out there, share ideas and participate in online conversations.
- Don’t put all of your eggs in one basket. Having well-known industry thought leaders on your payroll is great… unless or until they leave your company. Create thought leadership opportunities with multiple members of your senior leadership so you’re not stuck without someone to author content or speak at conferences if you part ways with a big name on your staff.
- Look for awards to win. Being an award-winning insights agency is a great credibility boost. Seek reputable awards programs within market research and other industries you serve, and apply to win their awards. Display them prominently on your website, email signatures, and anywhere else you can show them off.
- Speak. Speaking engagements at conferences are an excellent way to show the industry what you know and how you can help clients. But in our experience (and we have a lot of it!), there are things you can do to optimize the opportunity. Taking speaking engagements very seriously, put together great content, promote your speaking spot, rehearse, and most importantly – unless the speaking opportunity is designed for product or company sales pitch – avoid any kind of selling at all costs.
- Network. Connect with other insights professionals – even those who aren’t clients or prospects – whenever you can. Conferences, local industry events, social media and online groups are all great ways to do this.
- Guest post/blog. Look for media publications with an audience you’d like to get in front of, and find out if they accept guest bloggers/authors and if so, what the submission process looks like. This is a great way to reach an audience you might not otherwise be able to access.
If you’re interested in any of the ways GreenBook can help you establish thought leadership for your company (opportunities like speaking at events, hosting webinars, or providing commentary in the GRIT Report), just hit reply on this email and let’s chat!