Small companies have to work hard to get visibility, especially when the
market is crowded with competitors all vying for the same business. In
high tech they face the added dilemma that IT departments don’t want to
buy from a small unknown vendor, and the vendor can’t become large and
reputable unless it has major customers. So, how does a company become
better known with limited resources? By becoming an industry thought
leader.
A thought leader is a recognized leader in one’s field. What
differentiates a thought leader from any other knowledgeable company, is
the recognition from the outside world that the company deeply
understands its business, the needs of its customers, and the broader
marketplace in which it operates.
How does one become a thought leader?
1. Cultivate the press. Don’t leave it soley to your PR
agency. If you are the CEO or the VP of marketing of your company, you
should have a list of 20 writers and editors who regularly report on
your market. You should be calling them, meeting with them, and calling
them some more. Journalists are very busy people, often working on
ridiculous deadlines. So, when you call you need to give them something
that they can use to make their life better – a lead, a story, some
insight, a quote, customers to whom they can talk for quotes. Warning.
Journalists have a sometimes well deserved reputation for being
incredibly curt, arrogant, and annoying. You may find this true or not.
In any case, you need to treat them with respect. You need them more
than they need you.
2. Write. White papers, case studies. Prepare lists of
useful resources. Show that you understand and care about the problems
that your customers are trying to solve. Assemble a valuable knowledge
base of materials that demonstrate not only your expertise but also your
commitment to solving your customers’ problems. Write industry
specific pieces that have useful information for potential customers
rather than sales pitches for your products.
3. Spread the word. Get what you’ve written into the hands of
anyone who might care. Submit articles to editors of newsletters,
trade magazines. Post them on your website. Make them free and easily
accessible. Put your name on them and give them to anyone who will
listen.
4. Speak. Identify trade shows and conferences that customers
and industry influencers are attending and get on panels or lead
workshops. Find out about the local associations that host speaking
events and submit yourself for giving a talk. Again, focus on providing
useful information. No one wants to listen to you pitching your
product. You are there to inform and educate, to provide a unique
perspective.
5. Use your website. Your website should be a source of
useful information for customers, potential customers, and influencers.
It is surprising that so many companies still view the web as a place to
park their corporate brochures versus a dynamic, highly interconnected
exchange of knowledge. The web is a marketplace of ideas, not a
kiosk. Your website increases in value the more people know about it
and link to it. The more reference-able your website is, the more it
will be referenced.
6. Unlock your white papers! Don’t make people register to
learn more about you. You want as many people to know about you as
possible. If you want to do lead generation, use direct response ads
rather than holding the information on your website hostage. Be
generous with your expertise. Or the market will favor someone else who
is.
7. Make thought leadership a strategic imperative for your company.
Ideas and insight do not require dominant market share or millions in
capital expenditures. Your company does not need to be a leader in
sales to be considered a thought leader (though of course it doesn’t
hurt). In high tech especially, the rules of the game change so quickly
that insight becomes currency. But becoming a thought leader does
require work and commitment. It demands the often difficult task of
looking at your company from the perspective of the world outside. Most
companies fail miserably at this. Generating an ongoing effort towards
thought leadership is the best way to ensure that it actually happens.