Why you should become a thought leader
Don’t overlook the value of sharing expertise. The journey to being a thought leader means a shift from selling a product to being seen as the go-to person in your field: a trusted adviser and collaborator, perhaps even an authority.
The value of sharing your knowledge
For architects and interior designers, finding the right products to specify is only half of the specification process: often they have project-specific issues to address before they can specify with confidence.
Conversations between specifiers and suppliers often focus on design possibilities and ideas, as well as technical knowledge and education. Once these things have been understood, the conversation moves to the products themselves. Your marketing should reflect this process.
Focusing on design possibilities, technical information and education might feel like a more complex approach to marketing, but there are benefits to being seen as someone who really understands what specifiers need.
6 benefits of becoming a thought leader
Become a valuable and trusted adviser. By placing ‘usefulness’ at the centre of your marketing, you’ll stand out as someone who inspires and educates; someone who understands the specifier and who can be trusted.
Build your credibility. It goes back to the classic advice, ‘show, don’t tell’. Demonstrating your expertise rather than simply telling people your products are fantastic speaks volumes.
Foster a loyal client base. Sharing your expertise builds confidence in your brand and moves beyond the buy/sell dynamic. Your audience is then more likely to turn to you when they need your product.
Increase your brand reach. Useful content builds momentum and attracts attention. New specifiers will start to approach you for advice and conversations, without the need for a hard sell.
Solve the problem and win the contract. Problem-solving and collaboration aren’t just for the sales team; your marketing and communications can also explain, educate and start useful conversations.
Become a knowledge resource. Posting useful content on a regular basis shows you’re committed to supporting the specification process. Specifiers will see you in a new light, as a brand that has the right knowledge AND the right product.
So, how do I become a thought leader?
The journey to becoming a thought leader should be organic. It takes time to build your authority and be seen as a go-to resource. When you understand and address the issues specifiers care about, you begin to add real value.
The good news is you can start small and make things achievable. In our next journal, we’ll be suggesting simple ways to get started on your content plan.