One of the most interesting and exciting opportunities of LinkedIn Marketing is developing thought leadership. This concept is of particular importance when it comes to B2B promotion, especially if you’re trying to build your name in a highly competitive field.
Becoming the authority in the field (by posting quality content, which will make people see you as the leader in the industry) will pay off in higher recognition and trust. Thought leadership, however, isn’t just about writing a few articles and sharing them on your page. It involves a strategy. To build a strategy, as you already know, you need a high level of awareness about the preferences of your audience.
So, in order to gain recognition and surpass the reputation of your competitors on LinkedIn, you may want to consider the following strategies:
1. Share Industry News/Insight:
Relevant news, whether from your website or other authority sources, will bring you targeted traffic. The more frequently you publish and the more original your content is, the easier you’ll find it to differentiate your profile.
As I’ve already mentioned, every small step will count. If you are recognized as a professional in the industry, your company will also benefit from the reputation.
4. Participate in Groups Frequently:
LinkedIn has thousands of groups. By joining and actively participating in relevant ones, you’ll reach and establish your expertise with a host of new people who share your professional interests (or may be interested in your product).
5. Start Your Own LinkedIn Group:
If your particular niche doesn’t have a popular LinkedIn group, you may consider creating a new one. Once you establish the platform and people start joining, you can participate as you would normally, while also having the distinction of being the "owner."
The content above is an excerpt from our guide, A Guide to Getting Started with LinkedIn Marketing. In the full version, you'll learn what makes LinkedIn different, how to build your Company Page, establish thought leadership and use LinkedIn Groups and LinkedIn Ads, as well as the importance of publishing on LinkedIn Pulse.
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About Bob Ruffolo
Bob is the founder and CEO of IMPACT, an agency he formed in 2009 to help people and their organizations succeed by changing the way they market themselves online. Since its founding, IMPACT has achieved its status as one of HubSpot's Diamond Partner Agencies and secured its place as one of the top inbound marketing agencies in the country.