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Learn how you can use a combination of online/offline tactics to build your credibility, visibility, and - most importantly - trust with your target clients. This is specifically for business in the professional service space (accounting, legal, construction, technology and healthcare).
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A lifelong designer-‐turn-‐serial entrepreneur, Patrick King is the founder of Imagine, an integrated marke:ng firm based in Manassas with offices in Chicago and San Diego. Their approach to marke:ng is known for being clean, simple and direct, having created such successful campaigns for Rolls Royce, Nestle and Jim Beam, and now focusing specifically A/E/C and law firms. Patrick’s insight and advice on marke:ng and business strategy have been published in a number of books, magazines and industry websites, including Inc., SmartCEO and others. He is an ac:ve member of the Interna:onal Associa:on of Visual Arts, a worldwide design judging panel; and contributes to the ITT Tech Program Advisory CommiTee, where he helps to guide the direc:on and create curriculum for their School of DraUing and Design. Contact: 703 873 7740, [email protected]
The Single Most Important Thing Everything Depends On This
Defining Thought Leadership And What It Means to Service Firms
Attaining Thought Leader Status Tools, Timing, Content Building Your Plan So You Can Get Started Right Away Tips & Best Practices Learn From Those Who Learned The Hard Way
THE SINGLE MOST IMPORTANT THING
In business, par:cularly in service industries, one thing has more ability to grow or crush your business than any other…
HOW TO BUILD TRUST ONLINE
Tradi:onally, trust has been gained through reputa:on, experience and integrity. As someone gets to know you, they decide whether or not to do business with you. Doing this online is the same principle. The tools and planning, however, are totally different. It all comes down to thought leadership.
THOUGHT LEADERSHIP
According to Forbes: A thought leader is an individual or firm that is recognized as an authority in a specialized field and whose exper:se is sought and oUen rewarded.*
http://www.forbes.com/sites/russprince/2012/03/16/what-is-a-thought-leader/
SOME (PROVEN) ASSUMPTIONS
Most firms have a wealth of experience and exper:se that isn’t being promoted to its poten:al.
Aside from price (ugh), the reason we choose to work with a service professional is based on our trust in their ability to do the work.
If we learn more than we originally knew from someone, without having to pay them, the rela:onship already gains value.
Service firms using social media and other forms of online marke:ng are experiencing significant growth over firms that don’t.
ATTAINING THOUGHT LEADER STATUS: YOU’LL NEED THE RIGHT TOOLS
Blogs (your own and those of your peers, or anyone discussing your field of exper:se).
Social Media (there are dozens of great sites – and none of them are Facebook).
Press Releases (typically underused, but online tools make them more valid).
Ar:cle Submissions (on trade sites, these are great for further promo:on.
BOTH ONLINE AND OFFLINE STRATEGIES HAVE BENEFITS
FACE-‐TO-‐FACE INTERACTION
IMMEDIACY OF DISTRIBUTION
CAPTIVE AUDIENCE
REACH
SHARING POTENTIAL
BENEFIT (WHAT YOU’RE LOOKING FOR) ONLINE OFFLINE
• Magazine Ar:cles • Write a book • Seminars • Conference Speaking • Consul:ng Gigs • Lunches & Happy Hours
• Start small. • Prac:ce, prac:ce, prac:ce. • Pause instead of “um”. • Don’t expect perfec:on. • Know your content.
• Personal Informa:on • Speaker Bio (include any co-‐presenters) • Title of presenta:on (cri:cal) • Length of presenta:on • Summary of presenta:on • Outline your presenta:on • Learning objec:ves of presenta:on/
benefits audience will receive/end results
• References/tes:monials • Video, Audio and Suppor:ng
Documents
ATTAINING THOUGHT LEADER STATUS: TIMING MAKES A HUGE DIFFERENCE
PRACTICES FOR GOOD TIMING
Don’t obsess over responding to everything in an instant. Some things don’t need to be so urgent, and not everything needs to be created and published in real-‐:me to be contextually relevant.
Strike while the iron’s hot. Publish content when your audience – or peers – are in the heat of related conversa:ons. Be relevant, but not polarizing.
Reduce the steps and barriers to sharing content. Be prepared to iden:fy, produce, approve and publish content in as near real-‐:me as possible.
TYPES OF “GOOD CONTENT”
Sharing ar:cles on social media Sharing infographics Emailing invites to events Commen:ng in forums Commen:ng on blogs Emailing ar:cles to clients/peers
Wri:ng blog posts Wri:ng ar:cles for trade pubs White Papers Press Releases on Company Events Case Studies Website Content
• Ask yourself “why?” • Avoid jargon. • 300-‐500 words. • Build your “content network”: what you read, where you get ideas, etc.
• Add pictures to support the text. • Lists are effec:ve. • Wrap it up with a ques:on. • Always run a spellcheck. • Adhere to a calendar.
*Source: Edison Research (http://www.edisonresearch.com/home/archives/2012/05/the-podcast-consumer-2012.php)
• Always post your content with a ques:on.
• Not everyone is going to agree. • Respect an opposing opinion. • Remember, it’s your company’s reputa:on on the line.
• If nothing else, thank everyone that comments on your content.
• As your audience grows, find your segments.
• LinkedIn Insights • Facebook Insights • Google Analy:cs • Google Alerts • CustomScoop • NURTURE
1. Create value. 2. Stay curious. 3. Read widely and oUen. 4. Blend concepts. 5. Allocate :me. 6. Dare to be different. 7. Words alone are boring. Add pictures. 8. Use metaphors to help people relate.
