Macro Versus Micro Thought Leaders: A Strategic Choice for B2B Consultants
When you're navigating the transition from successful corporate executive to independent consulting, understanding the difference between being a micro thought leader and a macro thought leader is more than just academic—it's strategic.
Let’s look at the difference.
MICRO THOUGHT LEADERS build close, personal relationships with their audience.
Micro thought leaders enjoy high engagement rates. Their smaller audience size allows for more personal interaction and their high relevance to their audience makes it easier to cut through the noise.
They’re seen as experts or thought leaders in specific industries or topics, and their recommendations are usually taken more seriously.
MACRO THOUGHT LEADERS have a broader reach but less personal connection.
Macro thought leaders have a large, diverse audience and can be seen as celebrities or well-known personalities in their fields.
Their high visibility makes for stronger brand awareness; and the prestige of working with a well-known influencer can appeal to some types of buyers, allowing them to charge higher rates.
No surprise that I’m on team Micro Thought Leader.
Here are 4 reasons Micro Thought Leadership is better for high ticket consultants:
1. Targeted Influence: B2B consulting often requires reaching decision-makers in specific industries. Micro Thought Leaders, with their niche-focused audience, are more likely to have direct access to these key individuals.
2. Building Trust: In high-ticket B2B transactions, trust and credibility are non-negotiable. Micro thought leaders, viewed as experts, can lend significant credibility to a consultant's brand.
3. Engagement Quality over Quantity: For B2B consultants, the quality of connections outweighs sheer numbers. Micro thought leaders facilitate deeper, more meaningful engagements which are crucial for high-value business relationships.
4. Content Relevance: Micro thought leaders are more likely to produce content that resonates deeply with a specific target audience, which aligns well with the focused nature of B2B consulting services.
Conclusion: Making the Strategic Choice
While macro thought leaders offer the appeal of vast reach and brand visibility, for high-ticket B2B consultants, the detailed, trust-driven approach of micro thought leadership aligns better with your goals.
It's not just about being a thought leader; it's about being the right kind of thought leader for your unique journey and audience.
Hats off to Brynne Tillman for her insights into becoming a micro-influencer. Her masterclass was an eye-opener, underscoring the power of focused, authentic engagement in the B2B space.