3 Key Steps To Begin Mastering LinkedIn Thought Leadership

By Rachael Robertson

In the whirlwind of today’s business environment, there’s one surefire way to make a lasting impression: carving out your niche as a thought leader in your industry. And what better place to do this than on LinkedIn, with its staggering network of over 1 billion members worldwide? This platform offers a prime opportunity to flex your marketing muscles and stay one step ahead of your competition.

Let’s get real: executives, buyers, influencers, and potential readers are always on the lookout for insights and guidance on LinkedIn. Many authors, like you, dream of using their book as a launchpad to thought leader status, boosting their industry credibility and visibility. But how do you start this journey, and more importantly, how do you excel at it?

First things first, let’s unpack thought leadership. If you’ve hung around LinkedIn for a bit, you’ve likely come across this term. A thought leader is someone who stands out as an authority in

 their field, known for their expertise and innovative ideas that shape and guide others. They’re the trailblazers, offering new methods, processes, guidelines, or best practices, and their views often serve as a blueprint for others to follow.

Why does this matter? Because thought leadership can unlock doors and opportunities you might not even know existed. Today’s audience craves genuine authenticity and value in the content they consume, and thought leadership can significantly enhance your brand’s credibility.

Here are some eye-opening stats from a LinkedIn-Edelman B2B Thought Leadership Impact Report:

• 60% of buyers say thought leadership builds credibility in new categories.
• 65% of buyers report that thought leadership significantly improves their perception of a company.
• 54% of Decision-Makers and 48% of the C-Suite spend over an hour weekly consuming thought leadership.

But let’s be honest: the thought leadership space is crowded. So, it’s crucial to do it right. It’s not a sprint; it’s a marathon. It takes more than a few articles or posts to solidify your position as an industry leader. And the work doesn’t stop once you’re there – staying respected and trusted is a continuous effort. There are no shortcuts, but the rewards are absolutely worth it.

Ready to make your mark? Let’s dive into three steps that will set you on the path to becoming a LinkedIn Thought Leader:

1. Niches Lead to Riches:

Just as you identified your book’s target audience, you need to find your thought leadership niche. Remember, if you’re talking to everyone, you’re talking to no one. Pinpoint your area of expertise and make it your own. Research other thought leaders in your field and look for unoccupied spaces. 

Perhaps your forte is in transforming workplace culture. Focus on what sets you apart in this crowded field. Dare to be different, even if it means taking a rebellious angle.

2. Give Your LinkedIn Profile a Thought Leadership Makeover:

Use your LinkedIn profile as a canvas to paint a picture of your expertise. Here are a few tips:

• Switch on “Creator Mode” for extra tools and features to boost your content creation and audience growth.

Enabling Creator Mode on LinkedIn unlocks advanced tools and features, enhancing your ability to create and share content. This mode elevates your content visibility, gives access to exclusive features like LinkedIn Live and Newsletters, and helps grow your audience more effectively. It’s an essential step for those serious about establishing their presence as thought leaders.

• Revamp Your ‘About’ Section with Personality and Professionalism:

Your ‘About’ section should be a lively mix of your personality and professional achievements. It’s the perfect space to tell your story, highlighting not just what you’ve achieved but also how these accomplishments enable you to address and solve your audience’s specific challenges. Make it a compelling narrative that reflects both who you are and the value you bring.

• Boldly Showcase Your Achievements:

Don’t shy away from celebrating your successes. If you’ve reached milestones, share them openly. Use your profile to confidently assert your expertise; terms like ‘expert’ or ‘specialist’ can reinforce your status in your field. This approach helps build credibility and demonstrates to your audience that you’re a knowledgeable and reliable source in your area of expertise.

Want more profile-boosting tips? Here is a great article that outlines best practices. 

3. Create Content That Captivates:

To be a thought leader, your content needs to make people “slow their scroll.”

• Create Original Content with Your Unique Voice:

Authenticity in thought leadership is non-negotiable. Crafting original content in your own voice sets you apart and makes your insights more relatable and credible. Whether it’s articles, posts, or videos, ensure your content reflects your unique perspective and expertise. This authenticity not only engages but also builds trust with your audience.

• Focus on Your Audience’s Needs:

Your content should not just inform but also provide solutions to your audience’s challenges. Identify your target audience’s pain points and tailor your content to address these issues. By offering actionable insights and answers, you position yourself as a go-to resource in your field.

• Keep Ahead of Industry Trends:

A key aspect of thought leadership is staying informed about the latest developments in your industry. Regularly update your content to reflect new technologies, strategies, or shifts in your field. This not only shows that you’re on top of trends but also assures your audience that your advice is current and relevant.

• Showcase Your Humanity:

People connect with people, not just ideas. Sharing your personal experiences, challenges you’ve faced, and lessons you’ve learned adds depth to your professional insights. Featuring real stories from employees or customers can also enrich your content, providing diverse perspectives and humanizing your brand.

• Use Engaging Hooks in Your Content:

In the fast-paced digital world, catching and retaining your audience’s attention is critical. Craft your content with engaging hooks – be it a compelling question, a surprising fact, or a relatable story. Research indicates you have about a minute to grab your audience’s interest, so make your content’s opening count.

Carving out your place as a thought leader on LinkedIn is an exhilarating journey, not just a destination. It requires patience, persistence, and a deep understanding of your audience. 

So, embrace your expertise, share your insights boldly, and watch as your influence grows. You’re not just building a profile; you’re cultivating a community and leading a conversation that could change the trajectory of your field. 

Rachael Robertson is a LinkedIn strategist and consultant who specializes in elevating the presence and brands of non-fiction authors in fields like leadership, business, team collaboration, and workplace culture. She has worked with clients worldwide, crafting personalized strategies and content to enhance book sales, launch speaking careers, turn books into business cards, and establish authors as thought leaders. 

Not one to shy away from challenges, Rachael embarked on a transformative journey in 2018, thru-hiking all 2,190.9 miles of the Appalachian Trail. This adventure honed her resilience, self-motivation, and problem-solving abilities, skills she seamlessly integrates into all of her professional endeavors. 

When she is not immersed in LinkedIn strategies, Rachael can be found outside exploring nature or enjoying quiet moments on her back porch with a good book and her two cats. 

You are welcome to connect with Rachael on LinkedIn, where she shares more insights and tips for authors.