Going to trade shoes and industry events are a great way to network and a tried and true method of becoming well known in your industry. But in the digital age it doesn’t need to stop there. Social media provides us with a terrific opportunity to grow our connections and share information. That shared content often comes from an Informational Leader or Influencer. Informational Leaders are considered the best in their field and are either known locally, nationally or even globally. Their content is top quality and is shared throughout the industry community. If you’re looking for a bigger following for your business one of your goals should be to become an informational leader in your field. Here are some actionable steps you can take to becoming your industry’s next authoritative voice.
Don’t be afraid to promote yourself
In the past five years I’ve worked in social media, I have been extremely lucky to have to worked with some influential and experienced individuals in their field. The biggest hurdle for many of my clients has been their hesitation to promote themselves both on social media and offline. Lack of self promotion would hinder the success of even the most well known person in an industry.
Self promotion doesn’t always have to involve “ME! ME! ME!” content, at least overtly speaking. Self promotion can be achieved by offering useful knowledge to your followers and community at large.
Periscope is a new app on the scene that is great for building a large following. Users can create a mini-live webinar where they talk about a certain subject of their choosing and those watching can post comments that will pop up on the screen. Hosting instructional or AMA (Ask Me Anything) Periscope sessions are a great way to interact with followers in real time. The feedback you get is instant and can further guide you in making better-targeted, elite level content. If viewers can’t be there for your live scopes, they have 24 hours to see a replay. This way you can still promote the scope for a day afterwards.
Traditional webinars are another popular choice to post authoritative content. Sites like GoToMeeting, AnyMeeting and even Google+ Hangouts are just some of the popular webinar platforms out there. Webinars can be as short as 15 minutes or a few hours long. My suggestion would be to stay at around 1 hour or less, unless the topic at hand is a little more complex than what can be covered in an hour. As a social media manager I’m constantly learning. I’ve sat in on many, many webinars over the years. In my experience as a webinar attendee, I’ve heard several speakers spend upwards of twenty minutes talking about themselves! Sounds unbearable, and it can be, but the content provided is usually worth it. Webinars are also a premier vehicle to upsell your audience. The way this works is you give a chunk of useful information in the webinar but promise the whole shebang in the eBook or educational series. This is how many informational leaders make a big chunk of their income.
Become an Influencer by connecting with Influencers
You may already know some of the big names in your industry. Find them on Twitter, LinkedIn, Google+ or Instagram and follow them. Often they will automatically follow you back, but make sure you have some valuable content of your own on those platforms in case they are selective about who they follow. Then check out who they are following and add those people as well.
If you don’t know your industry’s heavy hitters there are several ways to search for them. Google “Top 10 (your industry) Blogs” or “Top (your industry) on Twitter”. Go to LinkedIn Pulse (under Interests) and search for topics and influencers. There are even apps that help you find keywords, articles similar to yours or influencers such as Topsy, FollowerWonk and Buzzsumo.
Once you have identified and followed the influencers in your field, ENGAGE. Like, comment on and share their posts. If you get a response you may even be able to email them your articles in the future.
Create an eBook
When I suggest writing an eBook to my clients they often get a little uneasy. They believe it’s too much work, takes too much time and the results wouldn’t be worth the effort. Nothing could be farther from the truth! An eBook doesn’t have to be novel length and in fact many eBooks I’ve found useful are merely reports that are ten pages or less. If you have great content that would be helpful to others this would be a great place to present it. As mentioned previously, you could easily upsell an eBook through a webinar or even just promote it on your social platforms.
There are endless programs that allow you to publish your eBooks online for cheap or totally free. Lulu, BookTango and Kindle Publishing are popular examples. You can even create an inexpensive published-on-demand hard copy of your book on CreateSpace, which would be a great giveaway at
Publish Through LinkedIn and SlideShare
LinkedIn has a few ways to publish your authoritative content, one by publishing an article right on your home page and videos through SlideShare.
Publishing through LinkedIn has proved to be successful for me. It has helped expose me to larger audiences and got my business’ name out there. I’ve even scored consultations through my LinkedIn posts! LinkedIn has gotten me a ton of views, likes and shares. A post or two have even gone viral. The great thing about posting on LinkedIn is that when I publish content my connections plus anyone who follows my updates gets a notification. That’s a great feature for anyone who’s trying to become an informational leader. Posting directly on LinkedIn will put a face to the name and content is shared easier, faster and with more of a qualified audience. Your headline should be as engaging as the content you’re writing, so be sure you pick something that will catch the eye of your readers. Try using CoSchedule’s Headline Analzyer. It will grade your potential post title and give you suggestions on how to optimize it.
I bet you would like to be a LinkedIn Influencer, right? If you post frequently enough on LinkedIn it could increase your following to LinkedIn Influencer level. LinkedIn Influencer was a title given to about 500 professionals who publish their content on the site. Their articles and videos come up on newsfeeds and are easily searchable through LinkedIn Pulse. To become a LinkedIn Influencer you must be invited by LinkedIn, so it’s not something you should count on. Instead, write like an Influencer. Research a popular Influencer in your field and see what popular content they have. Then elaborate on what they’ve discussed. That could be a response, an “unpopular opinion” write-up, or how that topic as effected your business. You can even link back to their original post.
If your content is visual SlideShare is the place to share it. There are 70 million users per month on the site and it receives 500% more traffic from business owners than all other social platforms. You can upload your content at SlideShare and not only benefit from the traffic on that site but it’s easy to share it everywhere else. And it’s a terrific source for finding leads for your business.
Questions and Answers
Whether it’s on Facebook, LinkedIn or Twitter, asking or answering questions is a great way to increase visibility and engagement. Showing what you know and giving quality input will get you seen by your community. And don’t be afraid to ask a question in industry groups as well. Interacting on social media is a two way street; if you want to be noticed you must engage.
Now you know that to become an informational leader there are three basic steps.
Step 1 – Create useful, engaging content.
Step 2 – Publish it everywhere.
Step 3 – Connect with Influencers
If you are stuck on Step 1 we can help because that’s exactly what we do. Contact me at firstname.lastname@example.org or call 610.937.5187.