News & Opinions
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4 Practical Tips for Being a Better Thought Leader
Jon Miller / Inc. / August 22, 2013
As a marketer, thought leadership is one of the most valuable assets your brand — or you — can attain.
Prospects conduct a great deal of research leading up to the purchase. This means marketing professionals must help educate prospects in the early stages of the buying cycle; doing this well can help frame their buying process and establish your brand as a trusted advisor that understands their problems and knows how to solve them. Therefore, it’s more vital than ever for your organization to be viewed as an industry leader and trusted resource for all key stakeholders: customers, media, analysts, investors and everyone in between.
Unfortunately thought leadership is not as easily quantifiable as other demand generation metrics like revenue, sales, or leads. And investing in reputation building may not produce the same short-term, immediate effects of efforts such email marketing campaigns.
But cultivating thought leadership can have a significant long-term payoff, as in time it elevates your brand at scale.
What are the qualities that define thought leaders?
· Develop relationships with customers, prospects and others by engaging them in non-sales, industry-relevant conversations.
· Become the go-to source for research, insight and interpretation of the latest news and trends.
· Gain trust among prospective customers so that when the time finally comes to purchase, customers turn to the thought leader organization.