Thought leadership strategy is a marketing method in which a company disseminates ideas and solutions from a specialized perspective on specific issues or themes in order to gain customer recognition and build relationships. Starbucks’ Third Place is an example of a successful thought leadership acquisition.
This time, we will introduce the practical process of thought leadership as well as examples from BtoB marketing.
Thought leader, what is thought leadership?
A thought leader refers to someone who takes the lead in coming up with ideas and solutions to social issues, and the word “thought” means an idea, aspiration, claim, or philosophy, and the word “leader” means a pioneer, guide, or leader. do.
In particular, for companies, the purpose is to present solutions that are ahead of the curve in response to specific issues or themes, and to generate sympathy and reputation from customers. This is called thought leadership, and marketing activities aimed at strategically gaining a position as the leading authority in a specific field are called thought leadership strategies. There are three specific examples of successful companies:
- starbucks
The cafe advertised itself as a “third place” that was neither home (first place) nor workplace (second place), and sought to differentiate itself from existing cafes by actively accepting customers with a low turnover rate. We have built good relationships with our customers by honestly working to create an environment that satisfies all of our customers, without setting any restrictions on the length of their stay.
- swatch
We simplified the functions of wristwatches, which had been valued until now, added a high level of design, and offered them at a low price. They appealed to the market with watches as a part of fashion and cultivated new customers. They have successfully transitioned their products from the mature watch market to the fashion market.
- IKEA
Furniture was defined as something that lasts a lifetime, but is something that can be repurchased many times as lifestyle changes, and furniture was manufactured and sold at a lower price than traditional wedding furniture. People’s furniture purchasing behavior changes to the point where they buy new furniture every 10 years or so due to marriage, childbirth, children going to college, going to university, or living alone as they get a job.
Why thought leadership is gaining attention
In recent years, sustainability of the global environment has become a focus, as seen in the SDGs, and companies are now required to solve social issues through their business. In marketing as well, according to Kotler, who is known as the “father of modern marketing,” there is a shift to functional value 1.0, emotional value 2.0, and value-driven marketing 3.0. It is said that people are paying attention to whether he will be involved.
By demonstrating thought leadership, target customers become aware of the issues and become aware of the issues. If you can send out high-quality content (thoughts) when your customers have discussions, you will gain recognition from your customers, increase trust, and build relationships. Furthermore, as you build relationships with customers, you will establish your position as a leader in your industry and develop your brand image.
Thought leadership itself plays the role of PR, and if you can disseminate high-quality content that only thought leaders can write, it will also be effective as an SEO measure, which will ultimately lead to CV.
Thought leadership communication practice process
1. Segmentation theme selection
Start by choosing a specific issue or theme on which you can demonstrate thought leadership. Research for selecting a theme examines market trends, your company’s strengths, and competitor trends. This is exactly the framework for 3C analysis, which is also used in marketing. The trick to choosing a theme is to connect it to the strengths of your company and solutions that solve social issues that are not yet recognized or understood by customers or the market, that competitors have not covered, or that solve social issues.
What is competitive analysis? Explaining the marketing analysis framework “3C analysis”
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2. Producing high-quality content
We are conscious of two points: increasing the accuracy and reliability of content, and expanding the channels through which content is disseminated. First, instead of directly selling your company’s solutions, provide information that can help solve the problems of your target customers. Design so that the information can be easily introduced or cited by third parties who share the issue.
In addition to our own website, we will actively utilize social media and video platforms to disseminate content. In addition, the format of the content is not limited to columns, white papers, etc., and it can also be disseminated using press releases such as white paper format and publication of survey results.
This type of high-value information is likely to be treated as confidential information, and even if it is released externally, there are many cases where a fee is charged. In the concept of thought leadership, it is also important to encourage citations by making publications available for free on the condition that the exhibitor is clearly mentioned.
A specific example is tire manufacturers. A tire manufacturer that sells snow tires has produced a video explaining how to drive safely in the snow and distributed it free of charge to driving schools and the car enthusiast community. If this video is introduced by a third party at a driving school or a community site for car enthusiasts, the tire manufacturer will improve its image as a thought leader on safe driving on snowy roads, and in turn, the company’s There is a high possibility that the snow tires they manufacture and sell will have that quality image.
Thought leadership strategy in BtoB marketing
In BtoB marketing, some companies are strengthening their efforts to acquire thought leadership. For corporate solutions, KDDI has set the acquisition of thought leadership as one of its KBOs (Key Business Objectives), with the aim of changing the customer’s perception and perception of KDDI as a “mobile phone shop and line shop.”
Additionally, Connected Solutions, a spin-off company that plays a central role in Panasonic’s BtoB business, is incorporating influencer measures to acquire thought leadership.
In BtoB marketing, it is important to define the issues that customers should address and the thought leaders that your company would like to acquire, based on the BtoB purchasing process. This will increase your company’s thought leadership, gain recognition from your customers, and build relationships with them.
summary
- Thought leadership refers to a company presenting solutions that are ahead of the curve in response to specific issues or themes, and generating empathy and reputation from customers.
- One of the reasons why thought leadership is attracting attention is that, just as the SDGs are attracting attention, companies are now being asked how their businesses should respond to social issues.
- The practical process of thought leadership communication consists of (1) selecting a segmentation theme, and (2) producing high-quality content. It is also important to promote citations by making the content published free of charge with the condition that the exhibitor is clearly mentioned.