Trust isn’t easy to come by in today’s marketplace, where most consumers conduct online research before making a purchase. Thought leadership is one of the most worthwhile marketing strategies for attaining consumer trust and boosting brand value. Not only does this marketing strategy keep your content well from running dry, but it also helps your business attract website visitors, talented employees, potential partnerships and new customers. Despite its lofty title, thought leadership is essentially the sharing of industry expertise with the goal of establishing your business as an authoritative leader in the field. Successful thought leadership marketing is about harnessing your existing knowledge and sharing it to inform and inspire others, without specifically promoting your products/services (although you will undoubtedly see an increase in sales).
So how is it done? Read on to learn the who, what, where, when and why of turning your brand into a trusted source that consumers turn to.
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Summer seems like it should be a slower time, and so I thought I would write about a skill that we all need to add more of - patience. Many people struggle with entrepreneurial impatience. And that's not always a bad thing. It's often our sense of urgency that drives business growth in the first place, right? Plus, I think that part of the psychological makeup of many entrepreneurs is a minor case of ADD, or in my case, ADHD with an emphasis on the H. Renowned psychiatrist Dr. Dale Archer even called it an entrepreneur's "superpower" in a 2014 Forbes article.
Whether or not you have a diagnosis of ADD, impatience can often be fatal, particularly where marketing is concerned.
We often try something once, or for a short time, and when there are no immediate results says “Well that doesn’t work.” It’s like lifting weights one day and expecting a tricep cut to develop overnight. I’m not suggesting that we all go out and spend a bajillion dollars on advertising. But I do think that in order for promotional tactics to work you have to learn to wait a bit.
Here are some questions to ask yourself to see if maybe your own sense of urgency has turned into a bad case of entrepreneurial impatience: