If you’re a b2b company, then you already know that most of the sales and marketing that you do revolves around relationships. According to a recent study done by LinkedIn, 58% of decision makers and b2b companies actually reached out, and closed a deal with a vendor, after seeing one of their thought leadership videos pieces.
It means that thought leadership is an incredibly powerful marketing and sales tactic that most companies aren’t utilizing properly, because they think it’s just a buzzword. If you’re looking to build relationships with people who are eventually going to become your customers or clients, then you want to instill in them that you are the expert in your industry, and the best way to do that is through developing your thought leadership. While most companies are focusing on building blogs and written posts, your company is going to start creating thought leadership videos.
What are the three things that your thought leadership video actually needs.
The first thing that your thought leadership videos need is a relevant industry topic – I see a lot of times that a high-up executive or the CEO of a company will make a really awesome motivational and inspiring video. And while this might be something that a lot of people like and want to engage in, it’s not actually a thought leadership piece.
Thought leadership videos need to be targeted around industry specific topics that are relevant to your target audience. Whether that’s sharing industry news, a trend that’s taking place in the industry, reviewing products that are relevant to your industry, or even sharing how your company is positioning itself in the industry. All of these things, show your knowledge and expertise and position you as a thought leader.
The next thing your thought leadership video needs – (And this is really important) is a real face. Humans crave authenticity, we want to see a real person, don’t worry about how you look or how you sound. Even if you’re not the most confident on camera. Your knowledge and expertise are what make you a thought leader, not how charismatic you are. If you or your employee with real knowledge and expertise, gets to share that on camera, the authenticity will come across, and your ideal customer is going to feel much more emotionally connected to you, than if you got an actor to read off a teleprompter.
So if you’re looking to establish yourself as a thought leader, make sure that it’s you or a real people from your company who are sharing their expertise and knowledge, and not just somebody you paid on Fiverr to read a script.
And finally, the third thing that your thought leadership video needs is valuable unique insight. Don’t just take a topic that everyone’s talking about and make another video. Take a topic that everyone’s talking about and share your own unique perspective that no one else has said, fact that you’ve processed, synthesized and then developed your own opinion on the topic, is what will establish you as a thought leader.
Again, remember that thought leadership videos are about presenting your expertise and knowledge to the world. Not only that, but it will give you the opportunity to develop a real relationship with your ideal customer before you’ve even met. If you’re not sure where to get started and you’re looking to develop more thought leadership content, then make sure that you check out our free video topics guide shared on this blog every week.
So there you have it, let me know in the comments below just how effective these ideas are to your business.
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