Showcasing your own expertise via compelling content is a powerful and very smart marketing technique. Whatever your business, at some level, you must be the expert. It’s your products and/or services, after all!
Don’t you admire those people who truly know their trade, who know their topic inside out? These are the specialists who become known and admired. They operate from a position of strength.
So, when you or I have a problem, we’ll generally turn to a specialist for help. We seek out the experts, and the experts we find are the ones skilled at being visible. These are the people that can command the best prices. They can charge a premium based on their reputation for excellence (a product of their expertise). We don’t mind paying an expert for an expert job, in fact it gives us confidence.
Your first steps to marketing with expert content
Here’s how to get started using your own specialism as part of your marketing:
- Step 1: Acknowledge, accept and be proud that you’re a topic expert and proud of your business/organisation.
- Step 2: Learn a little more every day to push your knowledge further up the scale of expertise.
- Step 3: Write something about that every day. It’ll take you deeper into your subject and hone your expert skills.
- Step 4: Promote your expertise. Remember, when your prospects, customers, suppliers and partners deal with you, they want and need you to be the expert. They respect the confidence that comes with expertise.
In the shoes of a potential customer
Whenever people have a problem, they search for answers. They will actively reach out for help and advice from their network and probably Google people and solutions.
Ideally, they want support and guidance from people who are clearly expert. When your name or business consistently shows up in conversations or searches, you are well-positioned for consideration. Producing quality content as evidence of what you do is a key pillar for subject experts who want to be known.
Gradually, over time, as your name shows in the frame again and again, buyers see you pole position to get their business when it’s decision time.
The No. 1 expert in what you do is you
By answering customers’ questions, illustrating options, and connecting the dots of their knowledge, your expertise has made you No. 1 on their shortlist. And all you’ve done is generously share what you already know (leaving your salesman’s hat firmly on the hatstand).
It’s a truism, but people buy from people, and whether it’s you or your staff that make evident the expertise within your organisation, expert content is a great way to find and connect with the right kind of customer.
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