We all want to know how to be seen as an expert in our fields. And the answer to this question, is similar to most of my answers. It’s marketing. Marketing is everything. It demonstrates your expertise (even if you don’t feel like an expert yet.) Marketing your expertise is about “faith it until you make it.” Trust and have faith in your skills, talents and experience. And these intentional directions will allow you to be SEEN and KNOWN as you grow into the ultimate expert in your field that is possible with your knowledge and gifts.
Put on Your Blinders: How focused are you?
How to be seen as an expert in your field is HAVE A NICHE. Have you zeroed in on yours with your marketing?
As my newest mentor Shanda Sumpter says: “Broad is broke, niche is rich.”
Be known for one thing, so there’s no confusion. I wrote an article a while back called Jack of One Trade is The Master of the Marketplace, and it still rings true as I have narrowed my niche as a marketing strategist for trailblazing entrepreneurs. For example, my dear friend Mike Hrostoski is “The Men’s Coach.” He is known for exactly what he does- being the best at coaching men. You can often further dial in exactly what you want to do with taglines, titles or specific results. Develop the names of your offerings, so programs, packages, events or products will sell themselves when they are specific and position you as an expert. Make it easy for people to know what you do, so you’re effortlessly the expert and then your product or service is the obvious purchase.
Position: Omnipresence means people see you everywhere around your topic as an expert.
BE EVERYWHERE as much as you can, but don’t spread yourself too thin.
As I advise my clients: pick one mode of marketing or social media and master it before you move on to others. Focus your energy, focus your time and mastering in that area will reap the benefits. When you give yourself the space to be show your brilliance, instead of trying to do everything, people notice. And when they notice, they’re more likely to buy.
Advanced Marketing Tip: Posting Facebook ads and consistently creating accessible free content (blogs, pdfs, training calls, etc.) help with this. Facebook ads are a financial investment, and I recommend expert guidance to create and track optimal ads. Regularly blogging and developing high-value content, webinars or trainings makes your free goodies available and devourable on a regular basis. Your followers are more likely to share if you consistently create amazing, juicy content that they really want and need. Plus, if a potential client misses one, they’re sure to catch your next piece of amazing content if you continue to publish.
Community: Consider who you associate with.
Your tribe, your resource pool, the networks at events you attend and the people your followers know are in your life. They influence you, and you influence them. Are these communities aligned with your positioning and focus?
Blog Posts. Videos. Online Content. Books. Collaborations.
Creation is only the beginning. Your expertise needs to be seen in the right places. Take inventory:
Demonstrate your expertise to others, especially connections with influence.
Write guest posts on other blogs, offer to be interviews on podcasts and websites and secure feature placement in summits or with speaking opportunities. Get people sharing your ideas and raving about the awesomeness of the high quality content you create.
Once you’ve created a focus and content, be seen and known as an expert online and in the media.
(There’s so much more info and advice around this topic, but this is a solid introduction.)
My Social PR Mentor is Donna Cravotta, Creator of the Total Social PR System – the most powerful tool to build expertise right now. Donna’s system shows you how to rock social PR from A to Z and provides her expert knowledge and support.
First Step to Social PR: Plan your approach and put together a pitch letter.
You need the foundation of great focus, content and positioning to leverage Social PR. You also need a rockstar website that captures leads when you get press and interviews on high-trafficked blogs or on TV. (Don’t wait until after you get press to make your site shine – you could miss out on serious opportunities.) The first steps of this article are an essential to-do first.
Social PR is glitzy and cool, but you need to establish your brand and expertise before shouting from the rooftops.
How are you planning to establish your expertise in the coming months? Make a commitment, and start today – share your focus and plans in the comments.
5-Step Guide To Marketing Success
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