How can you use thought leadership to support your Social Selling strategy?

In today's interconnected B2B landscape, thought leadership is more than just a badge of expertise—it's a commitment to genuine assistance and impactful change. In other words, "stop talking about how you help people and just help people." I've seen firsthand the transformative power of going beyond traditional guidance. The most successful B2B sales professionals actively engage in problem-solving, collaborating with their network to co-create solutions. By positioning yourself as a partner in progress rather than a mere informant, you build deeper trust and longer-lasting relationships. Embracing this evolved form of thought leadership amplifies social selling, turning prospects into allies and transactions into partnerships.

When organizations are looking for partners, they’re looking for people who can bring understanding and insight that helps them with their challenge. Thought leadership demonstrates what you have to offer.

Thought leadership isn’t just about expertise; it's about sharing and helping. It’s guiding others through challenges and offering insights. Being a thought leader means fostering conversations and truly listening to our community.

In my journey through sales, I've found that combining thought leadership with social selling is a winning formula. By sharing authentic experiences and valuable insights, you're not just selling a product, you're selling trust and expertise. It's like inviting your prospects into a story where they see the value firsthand. When your audience resonates with your narrative, they're more likely to become not just customers, but advocates. Thought leadership isn't just a buzzword – it's the heartbeat of a successful social selling strategy.

Thought leadership in social selling is crucial as it establishes trust, positions you as an expert, and helps you engage and educate your audience, ultimately driving leads and sales. It differentiates you in a crowded market, making prospects more likely to choose your product or service.

Social Selling is already one of those terms that means different things to different people therefore thought leadership from experts practising the approach is vital to provide deeper levels of understanding and clarity around the topic.

Thought leadership isn't just a buzzword; it's the foundation upon which social selling success is built. Being seen as a thought leader allows you to rise above the social media noise, educate and captivate your ideal prospects, and cultivate long-lasting connections. By sharing your unique perspectives and insights on social, you not only present your value but also set yourself apart from the competition. You become the trusted go-to for your target audience. Your thought leadership content serves as a compass, guiding your audience through their decision-making process. It educates them about their challenges and possibilities, building trust, authority, and credibility along the way.

Thought leadership establishes a connection with the audience, positioning the seller as a valuable resource rather than just someone trying to make a sale. This approach not only attracts attention but also fosters a relationship based on trust, making potential customers more receptive to the sales process. In essence, thought leadership in social selling is about providing value, building credibility, and ultimately driving more meaningful and successful sales interactions.

Thought leadership is the secret sauce for Social Selling. When you share your insights and opinions on social media, you're not just another face in the crowd; you're building real connections. These connections are the bedrock of trust and credibility, which, let me tell you, are absolute game-changers in the sales process. By educating your prospects and guiding them, you're not just pushing a product; you're showing that you genuinely care about their success. This level of commitment is what breeds loyalty and establishes you as the top dog in your industry. In the grand scheme, it's not just about making sales; it's about making an impact, and that's what truly sets you apart in the world of Social Selling, my friend.

Thought leadership is imperative for social selling because it: 1. builds trust with your prospect 2. accelerates sales cycle 3. it creates FOMO 4. it increases referrals and word of mouth 5. drives brand awareness Even if the leadership at your company isn't sharing their thought leadership, it doesn't mean you shouldn't. The future of sales and marketing is through a "Nearbound" Strategy - leveraging your network, referrals, word of mouth - all of your relationships. What better way to set the foundation for your Nearbound Strategy than through your thought leadership?

In my experience, I tend not to spend a lot of energy thinking about what my adience wants to hear. I write or share videos about things that I tend to be dealing with in my work week and I share as it is happening. If people are intrigued, then they can reach out and we can have a meaningful conversation.

Una táctica para convertirnos en líderes de opinión está basada en "el objetivo" de lo que contamos y publicamos: 1. ?quiero inspirar a un publico concreto a realizar una acción o que tenga un pensamiento concreto sobre algo? 2. ?Quiero ense?ar "algo concreto" a un "público concreto"? 3. ?Quiero entretener o divertir a ese público? Nuestro lector, debe pensar: 1. Este post me inspira 2. ESte post me ense?a 3. Este post me entretiene Un líder de opinón, no solo debe tener una opinión. También debe saber comunicarla. :)

There are many ways to create thought leadership content. If you are a social seller then a variety of formats are expected including and not limited to blogs, articles, videos, podcasts and relevant stories.

Creating thought leadership content, that's where the magic happens. From my journey, I can tell you, it's all about connecting with your audience. You've got to know their pain points, their goals, and what makes them tick. And you can't just make things up; you've got to back it with real, solid sources. Share your own experiences, real-life stories, and case studies to give it that authentic touch. When it comes to formats and platforms, be as flexible as a gymnast. Whether it's blogs, videos, or social media, cast your net wide. But here's the kicker: it's not a one-way street. Engage with your audience, seek their feedback and be an active part of those online communities.

I've found that podcasting is a great tool. You can either start your own podcast or get booked as a guest on other shows. Both are relatively easy with a low barrier to entry. When I started my podcast, I spent about $100 on equipment and monthly costs can be as low as $15. There are so many great low cost or free tools out there for distributing your podcast and creating collateral.

For someone practising B2B sales and marketing for more than 30 years I only measure the impact of my thought leadership by the number of new conversations and relationships I can build as a result. Conversations are the leading indicator of pipeline and revenue and those things make my world go round, as it does our economy.

It may not seem obvious at first, but there are direct ways to measure thought leadership impact: 1) Quality Conversations: Are people discussing your content? Organic interactions show insights are valued. 2) Engagement Metrics: likes, shares, comments, and reach. High engagement builds brand credibility and awareness. 3) Growing Audience: As you share valuable insights, your followers and subscribers will increase. 4) Feedback & Interaction: Positive feedback, inquiries, or collaborations. 5) Website Traffic: thought leadership can drive organic traffic to your site. 6) Retention: nurtures existing audiences, fostering trust and loyalty.

Measuring the impact of your thought leadership, it's like checking your business's vital signs. From an entrepreneurial perspective, it's non-negotiable. You've got to know if what you're putting out there is making a difference. Track your reach and visibility – how many people are tuning in and taking notice? Engagement metrics are your litmus test for true connection - likes, comments, shares, it's all about the interaction. Your influence and reputation – citations, quotes, awards – that's your street cred. And when it comes to the bottom line, leads and sales, you've got to know if your content is bringing home the bacon. It's not just data; it's your compass to navigate the seas of thought leadership effectively.

El primer paso es observar el alcance y la visibilidad de tu contenido. Esto incluye el número de seguidores, suscriptores o fans en tus plataformas de redes sociales. Mide las impresiones, visualizaciones y descargas generadas por tu contenido. Cuantas más personas lleguen a tu contenido, mayor será tu impacto inicial. No se trata solo de llegar a las personas, sino de involucrarlas. Mide la participación e interacción, como el número de me gusta, comentarios, acciones o menciones en tus publicaciones. Estas métricas te indicarán cuántas personas están realmente comprometidas con tu contenido. Mide tu influencia y reputación a través de citas, menciones y enlaces a tu contenido.

Measuring the impact of your thought leadership efforts is essential to assess the effectiveness of your strategy and refine your content and engagement tactics. Here are some key metrics and methods to help you measure the impact of your thought leadership: Engagement Metrics: Track likes, shares, comments, and retweets on social media posts and articles. Website Traffic: Monitor the traffic to your website or blog. Click-Through Rates (CTR): For content that includes links, such as articles or social media posts, measure the CTR to assess how many people are clicking through to access your content or explore your website.

The best way to improve your "thought leadership" is to do more "thinking." Read more books, listen to more podcasts, engage in more discussions, and most importantly, solve more of your customer's problems.

Subject matter expertise is important, don’t ignore other disciplines. Some of the best ideas can come from using ideas or products from one industry in an entirely different area. One example is the idea to apply data analytics to the process for baseball player selection and performance evaluation as shown in the film “Moneyball”. Another is Under Armour’s use of materials designed for space suits to create athletic wear with temperature regulation and sweat-wicking properties. In short, don't be afraid to be creative.

Improving your thought leadership, it's like fine-tuning a high-performance engine. Consistency and authenticity are your guiding principles - it's about staying true to your values and personality. Your content should be a gift to your audience, solving their problems, not just showcasing yourself. Innovation and originality are your secret weapons - challenge the status quo and share what's fresh and daring. And remember, it's not a solo act; collaboration is the name of the game. Join forces with like-minded individuals and aim to make a positive impact in your industry and community. This is how you turn thought leadership into a supercharged engine for Social Selling success.

Engage with your team and clients regularly. Conversations with your team can unearth fresh insights and ideas, ensuring your content is not only relevant but also pioneering. In discussions with clients, even as a leader not fully immersed in day-to-day contact, you gain direct exposure to their needs and feedback, which is invaluable for crafting resonant thought leadership material. These interactions are gold mines for authenticity and provide the nuances that elevate your content from informative to influential. This approach not only fuels your social selling efforts with genuine expertise but also solidifies your stance as an industry authority who truly understands and addresses the market's pulse.

My favorite social selling strategies are: 1- It helps you to attract and engage your ideal audience. When you share high-quality content that is relevant to your target audience, you attract their attention and establish yourself as an expert. 2- It helps you to build trust and credibility. When you share your knowledge and insights with others, you build trust and credibility with them. 3- It helps you to position yourself as a go-to resource for your ideal customers. When you are consistently sharing high-quality content and engaging with your audience on social media, you position yourself as a go-to resource for information and advice. This makes it more likely that customers will come to you when they are ready to buy.

B2B sales professionals often overlook the power of "empathetic resonance" in thought leadership. Rather than merely showcasing expertise, thought leadership can be a conduit for emotional connection. By crafting content that dives deep into the challenges and aspirations of your target audience, you're not just selling a product or service; you're providing understanding, a genuine desire to help, and actual help. Empathetic resonance goes beyond just highlighting industry trends; instead, it delves into the real-world implications of these trends on your audience. Share stories that evoke emotion, which creates a rapport with your audience. It's not just about being seen as an expert but as a trusted ally in your audience's journey.

hought leadership can play a crucial role in supporting your social selling strategy by enhancing your credibility, building trust with your audience, and ultimately driving more effective sales efforts. Here's how you can use thought leadership to bolster your social selling strategy: Establish Expertise and Authority: Share valuable, industry-specific insights, trends, and knowledge through thought leadership content. Educate Your Audience: Create content that educates your target audience about relevant topics, challenges, and solutions. Address Pain Points: Identify the pain points and challenges your target audience faces, and address them in your thought leadership content. Engage in Conversations on social media.