As an executive, it’s not enough to stay on top of trends and issues in your industry. These days, it’s key to show that you have your finger on the pulse—to build executive visibility. There are so many ways you can put yourself out there as an industry expert and thought leader. Successful executives leave no stone unturned exploring their options and sharing their knowledge.
The benefits of good executive visibility are many: building brand loyalty, capturing share of voice, elevating your industry, and attracting investors and top talent. And whether you’re an industry veteran or just getting your company started, there’s always more that you can share with your audience.
Here are four tried-and-true ways to build executive visibility at your company:
1. Contribute to publications for your target audience
Byline articles are a great way to reach your audience, and executives should work with their PR teams to make inroads with publications early and often. Which publications you pursue depends on your specific industry and company goals, but it’s generally best to aim for a variety of audiences: both mainstream and trade-specific. It will take some time, but by consistently using industry publications as a platform to share your ideas, you’ll develop a reputation for thought leadership—which will help boost the success of your business.
2. Start a podcast or blog
While securing earned media coverage is a crucial way to build thought leadership, it’s far from the only way. In-house content is another great avenue to explore, whether in the form of a blog, podcast or (better yet) both. For one, it’s easy to tailor the content to fit your specific message—whether it’s a short piece of blog commentary on a recent news event, or a long podcast episode analyzing a complex issue. Plus, your content is evergreen: it will live as an extension of your professional reputation and thought leadership. Truly valuable content will continue to help your marketing efforts long after it’s published. All the more reason to create content that makes an impact on your audience.
3. Use social media to your advantage
Did you know that 55% of B2B buyers search for company information on social media? They’re not alone: 59% of journalists use it to research story ideas, too. Social media is a hub teeming with active professionals of all types. By building an authentic and consistent social media presence, you can reach multiple key audiences, interact with them, and add genuine value. Beyond that, though, social media is a great place to let your personality shine through. Don’t be afraid to use a casual tone or share your sense of humor. Your audience is all human beings, after all!
4. Speak at events and conferences
Beyond digital channels, executives should aim to become fixtures at events and conferences for their industry. There’s no substitute for the chance to educate your audience in-person and network with like-minded professionals. If your speaking experience is limited, start small. Touch up your internal communications, and seek out local speaking opportunities. With some smaller presentations under your belt, doors to bigger opportunities will open. And before long, you’ll be a thought leadership fixture in your industry.