Focus on the long-term, not short-term

Generally, we all overestimate what we can do in the short term, and underestimate what is possible in the long-term. This is certainly true when it comes to building a presence online through thought leadership. Consistent, regular content is king and this doesn't happen overnight. 

Intercept prospects earlier in the decision-making process

Most buyers will have only a few suppliers in mind when they set off on their decision-making process. For example, Raconteur's research found that when buyers are looking to make large purchases, 70% of buyers with only one supplier in mind do not even test out other products during their buying journey. This means that suppliers have to shift-left along that journey to intercept the buyer in the formative stages of their decision-making.

Boost buyer confidence

In the early stages of the buying process, there is lots of uncertainty, with over 50% of buyers worrying that they are making a mistake. As buyers move through their decision-making process, identifying and filtering out options, they gain confidence in their decision. If you can demonstrate that your firm is the trusted advisor, and therefore reduce potential clients' uncertainty, you will build invaluable confidence in the buyer's mind that you are the go-to solution. 

Utilise your fee-earners

Research from Edelman finds that, year-after-year, industry experts are the most trusted sources of information. Your fee-earners should therefore be central to the content that fuels your business development. They contain the market-leading expertise that your existing and prospective clients want to hear from.

Check out our thoughts on Edelman & LinkedIn's Thought Leadership Impact 2021 Study and what it means for successful thought leadership here.