Written by: Vickie Sullivan | March 10, 2020
Up Your Influence Game
As I ranted during Lori Silverstein’s LinkedIn Livestream last month, our voice and role now define thought leadership more than our great ideas. Why? Two words: influence marketing.
A recent Social Media Today article—How Social Media Influencers Can Impact Your Customers’ Purchase Decisions—outlines the business case (and it has some killer stats!) on the impact of this dynamic. Move past the basic recommendations (yeah, we all need to be good storytellers), and let’s dig into this bigger question: What emotional needs does your content marketing address? That is the basis of influence and getting a response.
In the retail space, it’s affiliation and status. Fair enough. But can we thought leaders use other emotional drivers? You betcha. The key here is to ask yourself this: What are the “instigators” that drive influence in your community?
Listen: The 2 Most Popular Emotions for Most Thought Leaders
For folks (like me) who are big-idea junkies, this transition can be a bumpy ride. We can no longer ignore the subjective component of the marketplace. Address the emotional needs first, and our insights will have a more receptive audience.
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