Just like the buzz around personal branding in 2021, thought leadership is now a hot topic in 2024. However, posting lots of random content doesn’t make you a thought leader.
Let’s explore how you can genuinely leverage LinkedIn to position yourself or your brand as a thought leader and get more opportunities for business growth.
What is Thought Leadership?
I couldn’t find a universally agreed-upon definition of thought leadership. But my favourite definition always comes from Ashley Faus, who was a guest on the Social Media for B2B Growth Podcast: “HAVE THOUGHTS – BE A LEADER”.
It might seem obvious, but when you break it down, thought leadership has two different components. Often, it is just dumbed down to being seen as the amount of content that someone posts on LinkedIn.
It’s also the popular opinion that only individuals can be thought leaders, and this simply isn’t true. Brands can excel at this just as much as individuals, if not better, due to their access to more resources and varied expertise.
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Why is Thought Leadership Important for B2B Growth?
In an age where information is readily available, being a thought leader helps influence buying decisions and secure business opportunities. This is why thought leadership isn’t just about content; it’s about building trust and credibility.
"Over 55% of decision-makers in the B2B space said that strong thought leadership directly led them to award business to a company." 2024 Edelman Thought Leadership Impact Report
Read the full report below for lots of great insights.
Leveraging LinkedIn for Thought Leadership
To truly leverage LinkedIn for thought leadership, focus on three key areas: your profile (or company page), content strategy, and community engagement.
1. Optimising Your LinkedIn Profile or Company Page
Your LinkedIn Profile or Company Page is the cornerstone of your online presence. It’s crucial that it reflects your expertise and credibility. By optimising your LinkedIn Profile, you will also maximise your search appearances on LinkedIn.
- Profile Completeness: Ensure your profile or company page is fully updated. This includes a compelling headline, a professional banner, detailed work experience, and relevant certifications.
- Brand Consistency: Your profile should align with your personal brand or company brand strategy.
- Up-to-date Information: Regularly update these to showcase recent achievements and maintain relevance.
2. Crafting a Strategic Content Plan
Posting frequently is not enough to establish thought leadership. Your content must be strategic, original, and varied in format.
- Originality: Share your unique insights on industry trends and news. Don’t just repeat what others are saying; offer your perspective.
- Consistency: Maintain a regular posting schedule. Consistency over time is key to being recognised as a thought leader.
- Variety: Use different content formats, including articles, videos, and infographics, to engage your audience.
3. Engaging with Your Community
Building a community is as crucial as creating content. Engage actively with your audience to build relationships and foster trust.
- Conversations: Participate in industry discussions, comment on relevant posts, and respond to comments on your content.
- Events: Host LinkedIn Lives or Audio Rooms to engage directly with your audience and drive conversations.
- Networking: Regularly connect with new people in your industry to expand your reach and influence.
Measuring Success with LinkedIn Analytics
Tracking your progress is essential to ensure you’re on the right path to thought leadership.
- Demographic Analytics: Understand your audience’s demographics, location, and industry affiliations.
- Engagement Metrics: Monitor post impressions, engagement rates, and follower growth to gauge the impact of your content.
- Conversion Metrics: Track how many leads or business opportunities your thought leadership efforts are generating.
For more detailed insights, check out my recent podcast episode on LinkedIn Analytics here.
Thought Leadership Requires a Strategy
Becoming a thought leader on LinkedIn requires a strategic approach. It’s about more than just posting content; it’s about creating value, engaging with your community, and consistently presenting yourself or your brand as a knowledgeable and trustworthy leader in your field.
If you’re feeling overwhelmed or unsure where to start, I’m here to help. Together, we can craft a strategy to leverage LinkedIn’s full potential, build a powerful community, and establish you and your business as a thought leader.
By following these steps, you can transform your LinkedIn presence and win more business through thought leadership.
Remember, it’s not just about the content you post! Start today and watch your influence grow!
Michelle J Raymond is the founder of B2B Growth Co and has made her mark as a leading LinkedIn growth strategist, offering comprehensive strategies and training to brands eager to harness LinkedIn for business growth through thought leadership, content marketing or social selling techniques.
With 20+ years’ experience in B2B sales, and almost a decade of social selling on LinkedIn, Michelle stands out for her significant LinkedIn contributions as the co-author of two globally acclaimed books: “Business Gold,” the first book exclusively dedicated to LinkedIn Company Pages, and “The LinkedIn Branding Book,” and her insightful podcast Social Media for B2B Growth. Follow her YouTube channel @MichelleJRaymond for helpful how to’s.
