What Is Thought Leadership?
When an MSP company can be identified with a specific position, this is often the result of either thought leadership or an appalling lack thereof. One is deserved fame, the other is unintentional infamy. But doing nothing, or little to nothing, isn’t the right tactic.
If you just conform your outreach to match the basic expectation customers have of an MSP, then you’re not seen as a thought leader, you’re seen as a generic brand. Identifiable brands are distinct in large part because they lead the “conversation” in their market pertaining to their products.
Establishing Thought Leadership in Content
It’s one thing to consider thought leadership, it’s another to attain such a position among your local market. Best practices exist, consultation can help you determine specific means of reaching targeted goals. In general, several key tactics you’ll find yourself using to establish such an outcome include:
Providing Professionally-Derived Expertise in Specific Content
Where is your MSP company excelling above competitors? In what ways do you have an edge on competitors? There are definitely key areas of normal operations that answer these questions.
Perhaps you have a specific way of providing decentralized services which other MSPs haven’t tuned into as yet. Perhaps you do something for businesses you serve which costs more but provides more value.
Explain yourself professionally, showing your work in the form of case studies, positive reviews, and other appropriate pieces of evidence which are ideal for marketing as you or your marketing consultants deem appropriate.
Flavoring Expert Content with an Identifiable Brand
Apple and Microsoft are the most well-known mainstream computer brands in America. Each has its own particular “flavor” or “personality”. This effects interface design, color schemes, marketing, and company values. Both of these brands also deliver different perspectives on branding.
Apple is more expensive, but more aesthetic. Microsoft is less aesthetic, but more cost-effective. Different brands have different goals defining outreach. What are yours? Figure out what they are, lean into them, and demonstrate your expertise by contending for the position you take in outreach.
Taking Firm Positions on Specific Topics
Thought leaders stand their ground and cannot be moved. This encourages others to take the same position and become rooted. Those who take a stand on issues have a somewhat viral, contagious quality to them. Not only do you become a thought leader, you also enable other businesses to become thought leaders, and soon what you provide isn’t just one way to do it, it’s the way to do it.
Authentically Becoming a Thought Leader
As an MSP company, you want to be perceived as a thought-leader. Identify where you’re most expert and produce materials demonstrating that expertise. Conform that communication to match your brand mission. Take a stand on that about which you have professional expertise. Such tactics do much to establish you as a thought leader.