Are you the founder of your own business? Perhaps you’re seeking to boost your visibility and generate eventual investor interest? Or are you focused on growing your career within an industry or organization? Maybe you’re in school preparing to find your first career entry? A mother that has been out of the workforce for a while but getting ready to return? Be it your own professional story or that of the business you’re working to tell, successful thought leadership is a key way to differentiate yourself and position your expertise while contributing to important topics that affect your industry. Without a doubt, thought leadership drives market leadership.
While many businesses and individuals continue to underestimate the impact of thought leadership, research by LinkedIn and Edelman reveals that decision makers are reading more thought leadership than ever, on average at least one hour per week (and some up to four or more hours), to gain insights and inform business decisions. Thought leadership not only attracts attention, but it can build demand. In fact, 55% of decision-makers use thought leadership to evaluate potential vendors and partners. Thought leadership helps generate RFP opportunities, win business opportunities, commands premium prices, and drives growth with existing customers. For employees, it can be a useful tool to elevate their careers by showing relevancy and ideas while starting conversations.
Where should you post your thought leadership?
Social media is always a hot topic in today’s digital landscape, yet LinkedIn is often the overlooked channel, with Instagram, Facebook and Twitter stealing all of the attention. While each has its own time and place, I’ve found LinkedIn an essential tool for helping me succeed at everything from networking to raising visibility for my work to connecting me with jobs and helping me surpass business goals along the way. As an active user of LinkedIn, I’ve amassed a strong following over the years and have learned first-hand what works (and what doesn’t!) when it comes to leveraging this platform to build thought leadership.
Here are my top tips for using LinkedIn to become a meaningful thought leader:
Grace Reyes is based in San Francisco, where she serves as president of the Association of Asian American Investment Managers (AAAIM), a non-profit organization promoting diversity and gender balance in the investment industry. You can find her on LinkedIn, where she actively engages with her followers.