Gain recognition as a primary source for industry insight. Be a highly respected company in your field. And, improve your company’s search engine rankings. It’s all possible with “Thought Leadership”. To improve your competitive position, package your knowledge into “Thought Leadership” public relations tools such as blogs, on-line video interviews or slide presentations, white papers, webinars, and case studies. Using vehicles like these, corporate leaders regularly articulate valuable information to their industry media as well as their prospects and customers.
According to a Business Week report, 70% of Americans conduct research before purchasing products or services. Providing helpful insight can quickly build trust and goodwill with your current and potential customers. Capitalize on this trend by having your company’s expertise readily available online and through traditional media.
To be recognized as an industry expert, keep apprised of the latest technology advancements, product innovations and market trends. According to an eMarketer report, in 2009, there were an estimated 82.5 million online content creators.
Focus on your own unique information, ideas and insight to set your messages apart, and make your company stand out from your competition. Commit to continuous learning about your industry as well as the opportunities and threats that may affect it.
When prospects and customers perceive you
Your “Thought Leadership” initiatives enable your company to create an online following and amplify your company’s visibility. This also enhances your company’s search engine rankings. Online editorial coverage about your company on various media websites creates more links to your website. And that can lead to an increase in visitors to your website, and ultimately, greater sales opportunities.
Where do you start? A good place is with white papers, news releases and company backgrounders. These are essential tools when reaching out to members of the media. Make sure you provide fresh, helpful information, and avoid the temptation to simply tout your company’s products or services.
Another way to demonstrate your knowledge is to conduct a webinar. This is an engaging online presentation with a host and one of your company experts which details trends or other newsworthy topics within an industry. Offer webinars to clients and prospects through email blasts and with a prominent sign up box on your website.
For the most successful Thought Leadership positioning, understand your competition’s strengths and weaknesses. Keep abreast of what are other industry executives and experts are saying. And provide insightful information which benefits your target audiences.
For more information on how position your company as with “Thought Leadership”, contact Walt Denny Inc. at 630.323.0555, email walt@waltdenny.com or visit www.waltdenny.com.
With expert knowledge, trend foresight and industry insight, be the thought leader in your industry to gain a competitive edge.
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