How powerful would your business be if customers and potential customers always thought of you first whenever they had an industry related question?
You are first on their mind because you have an online media presence. For the past year you’ve been writing a blog, hosting a podcast, and producing video demos for everyone to see. All of that information is housed in one easily searchable area of your business site. Everyone uses their real names when they post and for each posted content unit, people can comment, provide their own insight, or ask a follow up question. You don’t balk nor delete messages when they mention your competitors. You follow up on your audience’s responses and provide thoughtful answers for everyone to see.
Whenever a big industry issue hits, you have an opinion. You reach out beyond the walls of your business’ Web site and engage in conversation on independent blogs and in editorial publications. Plus, you provide links from your site to outside entities.
People know you and your colleagues by your first name, and everyone’s business email and phone number can easily be found.
There’s absolutely nothing strange about the above description. But for years, organizations have feared this public discourse scenario as inviting only problems. Organizations have eschewed self publishing, operating out of fear of exposure. But as we all know, just because you’re not in the conversation, doesn’t mean they’re not talking about you. People tend not to talk negatively about you when you put a human face on your organization, and you’re willing to listen to all their problems with serious concern.
NOTE: This is an excerpt from a longer piece entitled “Be the VoiceSM” – Build Your Business by Becoming your Industry’s Thought Leader:
Read online, or download the PDF.
Thanks to new Web 2.0 technologies, the Internet has become the platform for an endless array of media publishing and distribution opportunities. Those taking advantage of these communications and conversation tools have become voices for their industry or sector. People are listening to, learning from, and making decisions based on the ideas and recommendations of these thought leaders.
If you and your business don’t become the voice for your industry, someone else either already has or will. Voids don’t stay open long. But even if it is filled, not to worry, thought leadership always needs to be challenged.
Stake your editorial claim. Own a category that’s aligned with your branding, PR, and marketing strategy. Such an online presence reverses the notion of outreach. No longer do you blast out messages to groups of people hoping to find the ones interested in your business. You are creating a destination that people can find on their own or be pushed to through traditional media. Through hard work establishing credibility as a thought leader, the “right people†will self qualify and come to you.
Becoming a thought leader is not just a nice idea, it’s integral to your business strategy. Having ongoing editorial content and discussion will provide support to your sales staff, aid in discovery of your products and services, strengthen your brand, and move potential customers through the pre- and post- stages of your sales cycle.
