A recent comment on LinkedIn got me thinking:
“LinkedIn is an amazing B2B lead generating tool, but if you are not actively reaching out to prospects and showcasing your thought leadership through regular posting it’s unlikely that you will generate any quality leads…”
‘Thought Leader’ – I can’t say I love the term, but I realised there are many ways to share ideas and observations, so people become interested in your experience and opinions. You will stand out because you put them out publicly.
Here are some suggestions to get started, and LinkedIn is a great platform for sharing most of your content. When people Google your name, the LinkedIn profile is usually the #1 entry, so it makes sense.
Share photos of hospitality life, food, equipment, with a comment about their relevance to the industry eg a new shopfront, a plate of new food, modern kitchen equipment, a bar design or some clever lighting. 1 photo + 1 sentence is all you need.
Take better photos with your phone. Concentrate on the lighting and composition, then crop and edit so it’s focused on the main subject. Find photos that tell a story eg the busy restaurant with staff flying past, or the untidy back-lane that gives a lesson about hygiene – this is a very visual industry.
Review places you like on TripAdvisor or Yelp – it gets you in the habit of writing and thinking about how businesses operate. 3 or 4 sentences is plenty, plus a photo if you have one.
Write in a positive tone, focusing on what is useful and interesting. If something is poor quality, talk about it being ‘disappointing’ or ‘not what you expected’. Explain why, and also find at least one positive. Don’t just describe things as ‘crap’ or ‘rubbish’ – only write what you’d say to someone’s face. If it’s really bad, write nothing and move on – negativity shows you up in a bad light.
Share interesting articles or videos you find online – this is much easier than writing everything yourself. It also shows that you’re watching industry trends – most people don’t have time to do this, and depend on people like you as ‘curators’. It’s an important role.
Focus on LinkedIn – here’s how to update your profile. Also consider having a separate Facebook business page and Instagram business profile. Keep your private Facebook profile firmly locked – don’t mix business and personal content. Here’s how I keep a separate business Facebook Page.
Use good Facebook Groups to share information and opinions on the industry. I find the Profitable Hospitality Owners Group and the Australian Cafe Owners Network are useful for this.
Build your confidence writing short posts and opinions, then you’ll be ready to write something longer… like this blog! Or submit opinion or knowledge pieces to trade magazines – they’re always after good, factual content.
Join panels at industry events when you get the chance, and push your way forward if you see one that’s being planned. Especially if you’re not an ‘old white guy’, you will add important diversity to the line-up – organisers are acutely aware of how important this is. Check any trade fairs or conferences coming up.
Whether we like the term ‘thought leader’ or not, there’s a hunger by most people for industry information and thoughtful opinions. Put your fingers on the keyboard and start leading!
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