Five Steps to Building Trust with Thought Leadership

About 50% of B2B marketers believe that innovative leadership builds trust in their organizations. However, with real buyers, it is much higher – around 83%.

Are you in the same boat? Here are five easy-to-follow steps to start (or expand) your brand’s innovative leadership program.

  1. Analyze and assess your brand credibility

The visibility and credibility of your brand go beyond SEO. Consider paying attention to your online presence as a whole:

  • Is the content of your social channels online?
  • Do you have someone monitoring your reach to ensure consistency across channels?
  • How does vote sharing compare to that of competitors?
  • What general message do you send to your customers through payment, revenue, shared, and proprietary channels?

Creating a consistent tone that appeals to the target person’s personality is the first step in building credibility. If your content also doesn’t meet the customer’s needs and preferences, chances are you lack authority and credibility.

Consider a visibility assessment or hire an agency that has the tools to fully assess your online presence.

  1. Dust the message and the positioning of your brand

This step is related to a visibility assessment. Do you realize that your message and positioning are consistent in assessing your brand footprint?

Start developing a fundamental brand that describes your unique selling point.

  1. Build your innovative leadership program

A common misconception among marketers is that innovative leadership must come from above, but it does not. Innovative leadership is any content that provides knowledge, experience, or a unique point of view. This can be in the form of an article, lecture, or social message; the format may vary.

Innovative leadership can be divided into four categories:

  1. Topic Experts (PMI): Choose a passionate and authentic expert who constantly expresses the impact of your brand in the industry and has followers who listen to you.
  2. Employee defense: Develop a special employee defense plan. In some situations, employees need to be motivated by incentives and that’s fine. Remember that employees can feel comfortable defending your brand in a variety of ways, which is a win for you as it increases awareness across all channels.
  3. Increase knowledge by partnering with your brand advocates

At this point, you have solidified the foundation of your innovative leadership program, assessing your digital footprint, personalizing and positioning your messages, and creating different types of brands. It is time to involve these defenders.

Finally, find ways to use case studies, podcasts, video content, and questions and answers that support your customers. Your brand credibility depends on the customers you need to support.

  1. Assess the results of your innovative leadership success

Now is the time to get to the heart of the matter. Ignore the intuitive statistics and find the results of the program that show the fastest ROI:

  • Google Analytics: Tap to get information about the content that is generating the most traffic, the areas where you need to improve SEO, and the time on the site.
  • TrendKite: Track your participation in the votes and the mentions you receive in real-time.
  • Audience: Monitor the involvement of your influencers in social networks. What is your account most affected? Who recently shared specific content?

About 41% of marketers say they need to prove the value of their efforts and have a hard time using data and analytics to become more predictable. Upgrade your Martech stack or join an integrated agency to avoid becoming a merchant.

So, are you ready to launch your innovative leadership program?

You are now armed with five steps to build or improve your innovative leadership program, but innovative leadership is much more than what you see.

Make sure you have the right resources – staff, budget, KPIs – and work with the right partners to get your program off the ground.