Thought leadership, it’s a mindset
Time to read: 2 minutes
Take a step back before embarking on a thought leadership comms programme.
So, you’ve got news …
Which PR consultant hasn’t heard this one before: “Our new [insert latest product name here] is the best/biggest/most efficient/. …”
If it really is, congratulations. You can leave your mark on your industry and be remembered for this innovation.
If it isn’t, you’ll still be able to contribute to the market with a product or service that your customers appreciate. Moreover, one which will, in all likelihood, enhance and complement the market’s existing product offering.
The new product is finally ready
Naturally, you’ll want to give it all the support possible to quickly get sales off the ground. You’ve done your research and know exactly which products you are competing with and who your target audience is. All you need to do now is advertise your product and issue a press release. But is it really that simple?
Rarely.
New technology products and services are launched daily, and marketing messages promising all kinds of benefits flood your audience’s social media channels.
How can you ensure your message is heard and noticed over and above the general chatter?
By leveraging your position as an industry expert and thought leader.
Thought leadership is not created overnight
Take some of the most eminent experts in your field of specialism. What are they known for? How long have you been aware of them as industry experts? Where have you heard about them? Do you know them in connection with one specific product? Probably not.
True thought leadership is based on industry expertise, not just product knowledge. You know your market and how your product range fits. You are probably aware of a number of vertical sectors in which your product is specified and their particular issues. Take advantage of this knowledge, and you will take the first step on the road to thought leadership.
It is critical to be honest with yourself and your communications team about whether your product is a true first. It will harm your thought leadership standing if advertised as such when it really isn’t. If it isn’t unique, concentrate your messaging on other important features and how it fits with existing technology and improves it.
Take a mental step back from your product and the sales target figures it is supposed to achieve soon after launch. Consider the wider industry and your technology’s impact on this environment. Perhaps there are solutions in development that will make a difference in a few months or years. Are you aware of the latest relevant scientific research?
Preparing the ground by establishing thought leadership takes time and effort. But, once a reputation is established, it is much easier to maintain it with regular communication and information and it will benefit you and your team in the long run.
