Episode 144: How to build thought leadership on LinkedIn

Why is thought leadership important?

Clients and customers want to work with companies they ‘know, like, and trust’, and this trust can be built by demonstrating your knowledge and expertise.

Decision-makers within companies - big or small - spend time reading and watching content online. Well-crafted content that delivers a concise message has the potential to influence how people view your brand and, crucially, their buying behaviour.

49% of decision-makers say that thought leadership can be effective at influencing their purchasing decisions.

89% of decision-makers say thought leadership enhances how they view a brand or organization online.

Edelman and LinkedIn Research, 2020

So why are so few people sharing thought leadership pieces?

It’s possible that organizations don’t realise the impact that sharing thought leadership can have. Without clear measurement of what impact this has on a brand, this activity may be pushed to the back of the to-do list.

My experience in working with clients on their LinkedIn strategy teaches me that many would like to share thought leadership content but feel they don’t have the skills or experience to know how to do this.

If you want to learn how to use thought leadership to help your business or organization, read on.

Thought leadership on LinkedIn can take the form of writing posts or articles, commenting on other people’s content, and sharing video.

Use your knowledge and experience to create content that answers your audience’s key questions.

Put yourself in the mind of your audience – what can you share with them today that will be of service to them?

What does your audience want to learn from you?

Here are three key areas to focus on:

1. Industry news – updates, insights, and experience from working inside your field of expertise.
2. Product or service information – how do you use your product? What benefits can your services bring? How will they impact your customers?
3. Brand values – what does your company stand for?

Why does this matter?

On the LinkedIn Business blog, C-suite figures back up the importance of sharing thought leadership.

47% of C-suite executives say they shared contact information after reading thought leadership.

45% of decision-makers say thought leadership compelled them to invite an organization to bid on a project when not previously considering them, and 57% of them say thought leadership directly led to awarding business.

61% of C-suite executives say they’re more willing to pay a premium to work with an organization that has articulated a clear vision.

LinkedIn Business Blog: Marketing Solutions

Maybe you’re thinking you haven’t got time for this. But the good news? Sharing one thoughtful piece on LinkedIn per month in the form of an article, or showing up with a short video once a week is all it takes.

Three different ways to share your thought leadership on LinkedIn

1. Writing long-form articles

Writing an article for your LinkedIn profile takes a bit of time and effort. And yes, articles get less views than posts. However, your ideal audience or potential clients will do their due diligence when looking to work with someone. And this includes checking what articles you have written. A well-crafted article will show up in search results online. So use keywords and consider what your ideal reader is searching for.

Also, by highlighting your article in the Featured Section of your profile, you can make it easier for your readers to find your pieces.

How to write articles that people will read and share

(this article first appeared in Social Media Examiner)

1. Share video content

Video marketing is an excellent way to share your thought leadership. Why not show your audience the behind-the-scenes of your company? Or demonstrate how your product works? Video will get your message across quickly.

So create video for your audience. Go back to the questions you get asked about your product or service and answer those.

If you have an event coming up, create a buzz around it using video. If you’re hosting a webinar, record a short promotional video that shows your audience what they will gain from attending your session.

How to use LinkedIn live and LinkedIn video for your business

1. Engage with your network

Using LinkedIn effectively means that the content you produce isn’t all about you. Sharing content shows your thought leadership, but remember to also spend time commenting on your network’s posts. Don’t forget to engage inside industry-specific LinkedIn groups because establishing your thought leadership is a two-way street. Also, when someone comments on your content, always respond to them.

Plan your thought leadership pieces.

What is your end goal? Don’t overcomplicate it. Your network enjoys digesting content – try to make it accurate, shareable, and relevant.

If you need help planning out what content you’re going to create, consider booking a LinkedIn VIP Intensive to work on your profile, content, and strategy for using LinkedIn.

How to use your LinkedIn Company Page with thought leadership

Do you have a team? Consider showcasing your team members and their expertise. Encourage the team to contribute to your Company Page content. Once they publish posts, videos, or articles, ask members of your team to share this content in their own personal networks too.

Supporting and highlighting your own employees makes your business more attractive not just to future employees, but also to those companies that share your brand values.

LinkedIn has had a surge of engagement in 2020, with an increase in traffic by 25% as more professionals are working from home. So don’t miss the opportunity to share your expertise and knowledge and to demonstrate leadership.

If you’re not leading, you’re following.

LinkedIn

If you would like to discuss creating a strategy for building your thought leadership on LinkedIn, reach out. My LinkedIn VIP intensives are the perfect fit for individuals, and my corporate training packages will suit an SME or corporation.