“Thought leader.” This term has indeed become a buzzword nowadays. We use it to refer to people who have some sort of authority in their niche, owing to their expertise and knowledge on a given field or topic. Thought leaders are considered as mentors or advisors—people we go to when we need trustworthy answers to our inquiries.
A brand that has successfully established authority markets themselves in an unconventional manner. They don’t try to promote their products or services excessively. Instead, people generally purchase from them because they have built a reputation as a reliable brand. They market their identity and values. Establishing authority in your field and being known as a thought leader means that you offer more to your target audience than your competitors can. You give them the value that benefits them in their daily lives.
Many would consider this as an effective method of driving your business forward and generating loyal audiences that convert. Here’s how to establish yourself or your brand as a thought leader in your field.
Stick to a specific niche
Too often, businesses try to get into different niches and expertise in the hopes of being known as a jack of all trades. But the problem with that is they become a master of no particular niche at all. Becoming an expert in a singular field is much better than being part of several pools, yet with no credibility in any of them.
You need to decide on a specialization and focus on it. Aim to master it and become an expert. Instead of trying to reach different groups of people by trying out different niches, put your sole attention on one particular expertise, and target the people who you can give the most value to. If you have ventured into the aeronautics industry and specialize in commercial pilot licensing, stick to that instead of trying to learn other areas of study. By having a sole specialization, you can better address the needs of your audience, hence helping establish your authority in the field.
Find the best platform
Once you have your specialty and have mastered it, it’s time to find the best platform where you can engage with your audience. It will do you no good to waste your time on a platform where your target audience cannot find you.
In order to find the best place to connect with your community, you first have to find out where they’re spending their time. Do they gather on Facebook groups? Do they interact with each other in forums? Knowing these will help you determine where you should be and how you can interact with your audience.
Business owners have continuously heard that they have to provide value to their consumers. But what does that mean? Nowadays, consumer behavior has switched from single transaction relationships to deeper connections with the brand. They no longer want to hear about what you’re offering and why it’s the best in the market. Instead, they want to know how it can help them.
So business owners need to retarget their strategies. Instead of focusing on how much income you’re going to make, shift your attention into answering “what’s in it for my consumers?” More than trying to get your products or services to sell, offer valuable insights to your audience. Invest in content marketing where you can give them advice on different aspects of life that are related to your niche.
Don’t be afraid to put all your insider tips and tricks out there. As much as possible, your marketing should be 80% valuable and 20% promotional. That’s what will really help establish your reputation and boost your authenticity and authority in your niche.
Build relationships with your audience
Your consumers are the lifeblood of your company. Since they are the most crucial part of growing your business, you have to cherish them. Make active efforts to form relationships and engage with them through online threads, communities, etc. Think of yourself as a coach who’s after improving the lives of your market.
Providing value to your audience is how you can create a reliable and authoritative reputation for you or your brand. Once they understand that you can provide them with advice on improving their lives, it will foster a sense of trust and loyalty. Remember to stay consistent and authentic throughout the entire journey.