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How and Why Become an Opinion Leader

03/ 10/ 2018
  Viktoriia Yesaulenko. Marketing Director of Asters Law Firm Changes in everything, everywhere and always begin with your own personality. Meaning that if you personally change for better, you will begin to change environment, society, country and the world as a whole around yourself. However, these changes will not occur automatically, we will have to work on them. The most convenient way to change the world (of course, only for the better), is by being a professional in our own field, an acknowledged expert and an opinion leader. Therefore, if you want the world to be better and more convenient for you and for others, its not a problem - you need to be listened to by those who need you and those who you need. In other words, build personal brand and PR yourself, marketing tools and PR are there to help us. Lets start with positioning. We use marketing mix (5P) and define: Who am I? Where is my market place? What are my values and cost? Who I can be valuable to? How can I reach those who need me and how can I be useful for them? It is important to start everything and always from research. Who are the most well-known and popular opinion leaders on your field? What are they specializing in? Most importantly, what is their specialty (in marketing terminology this is called a unique selling proposition - USP)? This is necessary for you to analyze the situation and define your own USP. Trendy word content - everything begins with it, anything can end. If you want to be heard and remembered, your content should not just touch, but rather push or, even better, beat, on the emotional strings of your potential client. If you can provoke emotion - you can impress. If you can impress - you will be remembered. The best, of course, to cause positive emotions, but I say it as a consumer, and as a marketer I can whisper to you ear - depends on your goals. Best way to evoke emotion is by the presence of this emotion when the content is created by the author. The world is becoming more and more united and emotionally connected. The word empathy, unknown five years ago, has inextricably entered the everyday vocabulary. If you breathed with the idea, if your heart was burning when you created and conveyed the content, most likely, its consumers would feel the same. If you sincerely burn with hatred and thirst for revenge, those who are with you on the same page will surely believe you. Emotions help to remember, but to transfer potential into real customers and consumers, your content needs to be useful - helping answering questions, solving problems, motivating, inspiring, educating, keeping up to date with the latest innovations and trends, preferably with recommendations what to do. The best way to become an opinion leader is to express a progressive opinion not only in writing, but also in real life and video format. To do this you need just quite a bit - understanding where those who may be interested in you live; where are those who you can be useful to and go find them there. Decide with the assistance of professional communicators, or even better - become a professional communicator, what communication channels you should use to communicate with your target audiences. This is important because if you can rely on someone elses help online, then in real life - no. At the workshop on November 9th, we will learn what and how to communicate, to become an opinion leader, taking for granted that you are pro in your field. I want to note that after professionalism, the most important thing, in my humble opinion, is to love people, not to be afraid to communicate with them in every sense of the word, and boldly, but rightly and interestingly, to claim and defend your opinion. Why do you need it? This is only for you to decide. However, if you are really a professional and understand your business, you will want to share your knowledge, skills and abilities, because, looking at the beginning and in the root, improving the world, society and ourselves, begins, in fact, with ourselves.

Viktoriia Yesaulenko

Marketing Director of Asters Law Firm

Changes in everything, everywhere and always begin with your own personality. Meaning that if you personally change for better, you will begin to change environment, society, country and the world as a whole around yourself. However, these changes will not occur automatically, we will have to work on them. The most convenient way to change the world (of course, only for the better), is by being a professional in our own field, an acknowledged expert and an opinion leader.

Therefore, if you want the world to be better and more convenient for you and for others, it’s not a problem – you need to be listened to by those who need you and those who you need. In other words, build personal brand and PR yourself, marketing tools and PR are there to help us.

Let’s start with positioning. We use marketing mix (5P) and define: Who am I? Where is my market place? What are my values and cost? Who I can be valuable to? How can I reach those who need me and how can I be useful for them?

It is important to start everything and always from research. Who are the most well-known and popular opinion leaders on your field? What are they specializing in? Most importantly, what is their specialty (in marketing terminology this is called a unique selling proposition – USP)? This is necessary for you to analyze the situation and define your own USP.

Trendy word ‘content’ – everything begins with it, anything can end. If you want to be heard and remembered, your content should not just touch, but rather push or, even better, beat, on the emotional strings of your potential client. If you can provoke emotion – you can impress. If you can impress – you will be remembered. The best, of course, to cause positive emotions, but I say it as a consumer, and as a marketer I can whisper to you ear – depends on your goals.

Best way to evoke emotion is by the presence of this emotion when the content is created by the author. The world is becoming more and more united and emotionally connected. The word “empathy”, unknown five years ago, has inextricably entered the everyday vocabulary. If you breathed with the idea, if your heart was burning when you created and conveyed the content, most likely, its consumers would feel the same. If you sincerely burn with hatred and thirst for revenge, those who are with you on the same page will surely believe you.

Emotions help to remember, but to transfer potential into real customers and consumers, your content needs to be useful – helping answering questions, solving problems, motivating, inspiring, educating, keeping up to date with the latest innovations and trends, preferably with recommendations what to do.

The best way to become an opinion leader is to express a progressive opinion not only in writing, but also in real life and video format. To do this you need just quite a bit – understanding where those who may be interested in you “live”; where are those who you can be useful to and go find them there.

Decide with the assistance of professional communicators, or even better – become a professional communicator, what communication channels you should use to communicate with your target audiences. This is important because if you can rely on someone else’s help online, then in real life – no.

At the workshop on November 9th, we will learn what and how to communicate, to become an opinion leader, taking for granted that you are pro in your field. I want to note that after professionalism, the most important thing, in my humble opinion, is to love people, not to be afraid to communicate with them in every sense of the word, and boldly, but rightly and interestingly, to claim and defend your opinion.

Why do you need it? This is only for you to decide. However, if you are really a professional and understand your business, you will want to share your knowledge, skills and abilities, because, looking at the beginning and in the root, improving the world, society and ourselves, begins, in fact, with ourselves.

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