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Any company can say, “Buy from me” or “We have great customer service.” However, if you really want to build your business and your brand, becoming a thought leader is one of the best and least expensive ways to reach out to your local community.
You know about your industry as well or better than anyone in your community. By sharing your expertise, opinions, and knowledge, you become the local de facto "go-to" person or “thought leader” for your industry. When you take on this role, you increase your brand recognition and subsequently give yourself opportunities to grow your business.
How can you become a thought leader? Here are two simple questions to consider:
What do you know the most about in your industry?
Do you know how to build things? How is your knowledge on school supplies or gardening tools? Take a minute to write down the things you—or someone else in your company—have knowledge of that most people do not.
Are there people who come to you with industry-related questions?
If this is the case, then you are already halfway there. Being that go-to person is an indicator that the community needs your knowledge. If you aren't the go-to person in your company, find out who is and put his or her expertise to work for you. Most times, you will find that your company's resident expert is eager to share knowledge.
The first step to becoming a thought leader is to make your presence known to the local community. Remember, many of the people in your community will be influencers of your potential customers or potential customers themselves. Yes, even the mom who brings her kids for a birdhouse-building event is an influencer. You can never know whom she knows or to whom she talks.
Here are a few suggestions to help you make your presence known:
However you choose to make your presence known, once you do, provide a few good quotes about your industry and your business, and soon you will become a reporter's best friend. Whenever they are working on an article or broadcast piece relevant to your industry and need a quote, you will be the local go-to thought leader.