Branding and Lead Generation Through Digital Leadership

Originally published on The VL Studios blog on September 25, 2020. Lightly edited.

An often overlooked way to generate leads and build a brand is to lead conversations in the communities where your audience already gathers. Forums, Q&A sites such as Quora and Reddit, and industry groups are where people share opinions and look for answers. Three reasons to show up there:

1. Joining a community is easier than building one

Find an existing community of passionate people in your industry, become a member and contribute to many conversations. People care about brands when they feel part of something bigger, and they follow brands that add value to that group. These communities are also a free window into changing trends and opinions.

2. Forums are a research tool

The questions and frustrations your audience shares are free market research. They reveal gaps your competitors have missed and help you shape your strategy and messaging.

3. Be the leader you want to see

Building a brand isn't only about your own channels. It's about becoming a trusted voice in your industry. Genuinely helpful answers build trust, can rank in Google search and can point people to deeper articles on your own site. Publishing useful articles and referencing them in communities helps search engines see your site as a trusted source.