Being a thought leader is hugely important in today’s market; every broker feels like they’re caught in a sea of noise with all the other brokers vying for their clients’ attention.
In this video, I’ll teach you how to become a thought leader, so that when your prospects think of what you do, they immediately think of you.
Resources:
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- Connect with me on LinkedIn: linkedin.com/in/andyneary/
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- Connect with me on Instagram: instagram.com/andy_neary/
Video Transcript:
This transcript was auto-generated. Please excuse any typos or grammatical errors.
Do you like to become the go to thought leader with your top prospects? In this video, I’m going to teach you how to become a thought leader on LinkedIn. Hi, my name is Andy Neary, CEO and founder of Complete Game Consulting, where we help insurance professionals take their reach and their relevancy and turn it into revenue. And in this video, you’re going to learn how to become a thought leader on LinkedIn.
Now, I hate to share the bad news. I’m not going to make you a top voice on LinkedIn now. I’m just going to help you become a thought leader with your target prospects. You see, when it comes to using the phrase thought leadership, I think a lot of people have it wrong. I think people believe it’s somebody who’s the smartest in their field, somebody who shares ideas.
Nobody else does. That is not thought leadership. Thought leadership is about creating so much thought provoking content that when you’re prospects think about what you do, you’re the first one they think of. You are the leader of their thoughts. And I’m going to show you how to do that. Why? Because right now you do not have a good game plan for LinkedIn content.
Therefore, you’re thinking assistant. And when you’re posting, you’re spraying and praying a bunch of different messages, hoping something stick and sticks and none of it does, and you’re getting caught up in the sea of noise of other insurance advisors who are vying for the same prospect’s attention. And we’re set. You look like every other broker. So how do you become a thought leader?
Well, it starts by answering the following three questions clearly. Number one, who is your ideal prospect? Who are you targeting on LinkedIn? Do you know who you are trying to make connections with and who you are trying to speak to with your content? If you’re struggling as to who your ideal prospect is, go back and look at your current book of business.
Who are your favorite clients today? Why are they your favorite? Is it their industry? Their in their size? The number of employees? The location? Is it? What is it about the way they think they’re psychographics. Who are these people? Why do they let you do your best work? That’s where you have to start. If you’re going to use LinkedIn effectively, you have to know where you’re targeting.
This is the only way to build thought leadership is to know who your audience is. So question number one is who is your ideal target prospect? Question number two what do you want to become known for when it comes to content on LinkedIn? What do you want to become known for? You can’t become known for a bunch of things.
You see, this is where insurance professionals go wrong and I solve a lot of problems. Therefore, I can help a lot of different people. I get it, but what do you want to become known for? If you want to build brand recognition, you have to become known. For one thing. Real life example is somebody like Arnold Schwarzenegger. Today he has built massive brand recognition, right?
He’s been a movie star. He’s been the governor of a state. He probably runs a dozen businesses by now. But what was he originally known for? He was a bodybuilder. Gary Vaynerchuk today, he’s a social media icon. He runs a global marketing agency. What was he originally known for? He was the wine guy who helped his dad build his liquor store.
You see, if you want to build brand recognition on a platform like LinkedIn, you can’t be known for a bunch of things. You need to become known for one thing. So what is that one thing you want to become known for? So that when your prospects think of it, they think of you? And the third question is, what do you do better than anyone in your market?
This is your zone of genius. AKA what problem do you solve better than anyone in your market? When you sit down and you lock in on these three questions, who is your ideal prospect? What do you want to become known for and what do you do as well as anyone in your market? This is where thought leadership is built because the game is now.
To stay in this lane, put guardrails around your content and make sure you show up every single week to talk about what you want to become known for, what you do better than anybody else, and direct it at your ideal prospect. I know it’s not sexy, but it works. And this is how you turn thought leadership into credibility.
That gives your prospects the confidence to hire you. Or, by the way, little unknown secret about LinkedIn right now they are promoting the heck out of thought leadership content. I have videos today that got 2000 views 90 days ago that are getting over 100,000 impressions right now. This is the opportunity of a lifetime to build thought leadership on LinkedIn.
But you have to do it the right way. My advice is to get very clear on who you’re targeting, what you want to become known for and what you do best, and then target your ideal prospects with that content. And you do it consistent. Every single week. You will become a thought leader. You will become the one they think of when they see that content, when they think of what you do.
We see clients today winning business purely off of the thought leadership they have built, with their content showing up consistently every single week. You can do the same thing. So my advice for you today you want to be more effective with content on LinkedIn. You want to build leadership. Sit down, identify your ideal prospect. Figure out what you want to become known for.
Figure out what you do as well or better than anybody else, and then create your content game plan and stay right in that lane. You will build thought leadership and that will explode your.
Business is no longer about who you know. Business is about who knows you. In a noisy industry like we’re in gang, you got to get people to know who you are.