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5 Ways To Establish Thought Leadership On LinkedIn

Melonie Dodaro's July 10th, 2015 presentation at The Big Social Media Conference in Manchester, UK.

In this presentation, Melonie Dodaro will show you how to establish thought leadership and effectively share relevant content, ­ both original and curated. In this session you'll learn how to:

• Get more engagement on your status updates
• Post to LinkedIn groups in a way that the group manager allows
• Use content as a keep in touch strategy with hot prospects
• Position yourself as an authority on your topic

  • Be the first to comment

5 Ways To Establish Thought Leadership On LinkedIn

  1. 1. July 10th
  2. 2. • Had every location organization contact me to speak (Chamber, Women in Business, Entrepreneurial Society etc.) • Media coverage (local newspaper) • Asked to be a guest blogger on a reputable social media site • Asked to do a half day workshop for a local organization
  3. 3. Thought leadership is establishing a relationship with and delivering something of value to your customers. In the process you go well beyond merely selling a product or service and establish yourself as an expert in your field. This is the key to differentiating yourself from your competitors.
  4. 4. • More than half of marketers who have been using social media for two or more years have been able to establish thought leadership. • Most marketers gained thought leadership with at least 6 hours per week. • B2B marketers were more likely to use social media to gain thought leadership than B2C marketers. SOURCE: 2015 Social Media Marketing Industry Report, Social Media Examiner
  5. 5. Help Your Prospects!
  6. 6. Content Marketing Content marketing is creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined target audience – with the objective of driving profitable customer action. “B2B companies that blog generate 67% more leads per month than those who do not blog” (Source: Hubspot)
  7. 7. Forrester found that 74% of business buyers surveyed said they conduct more than half of their research online before making an offline purchase. Buyers might be anywhere from two-thirds to 90% of the way through their buying journey before they reach out to the vendor.
  8. 8. • Podcasts • Graphics • Special Reports • Checklists • Infographics • Blog posts • eBooks • Videos • Whitepapers • Case Studies
  9. 9. Original Content You Create Content You have Curated From Others
  10. 10. • 82% of consumers feel MORE positive about a company after reading custom content, and 90% find custom content useful. In fact 60% of people are inspired to seek out a product after reading content about it. (Source: Demand Metric) • 61% of consumers say they feel better about and are more likely to buy from a company that delivers custom content (Source: The Content Council)
  11. 11. 36 percent of B2B companies with a documented content marketing strategy considered themselves very effective, three times more than those without a documented strategy. (Source: LinkedIn Technology Marketing Community)
  12. 12. • To stay top of mind • Provide value to your target audience • Create the opportunity for engagement and conversations with your target audience
  13. 13. by Quick Sprout, LLC
  14. 14. • Ask a question • Tell them why they should read it • Use photo posts that include a link • Keep it short (1-2 sentences) • Tag your connections (only when appropriate)
  15. 15. • Provide a brief description of what’s in the article • Create a discussion around your content by asking a question • Encourage them to share feedback in comments
  16. 16. Companies often talk about ‘joining the conversation’ and ‘establishing thought leadership.’ By participating in discussions taking place in established LinkedIn Groups, you can join the conversation and establish thought leadership for your company. Source: The Sophisticated Marketer's Guide to LinkedIn, Jason Miller, LinkedIn Corporation © 2015
  17. 17. Share Status Update Sent Message To New Connections Post & Participate In LinkedIn Groups
  18. 18. “Experts are always in demand...creating great content is the fastest and easiest way to position yourself as a expert.” ~Melonie Dodaro