How are you posturing yourself in the eyes of your target market? Are you deliberately creating the persona of an "expert" in your field? Are you "inching" in front of your competition?
Public opinion matters. You have a great deal of control in how the public, and your target market, views you.
The goal is to showcase your knowledge, talents, experience, and abilities without arrogance or conceit.
Here are several ways you can present yourself as an expert:
- Publish articles, audio recordings, videos and other content that demonstrates your expertise. Use these as blog posts and strategically market these posts on all your social media channels.
- Be available for interviews. There are a lot of online radio shows, many that interview "experts" as a way to add more listeners and add value to the listeners they already have. Search for online radio shows that broadcast to your target market. Do your research. What topics have been discussed in the past 6 months? Is there a different (highly valuable) spin you can put on an already popular topic? Is your product or service competing with the radio host? If it still seems like a good fit, reach out and talk to the radio host. Find out if there would be an opportunity for you to share your expertise to the listeners. Focus on the value you can bring to the host and the listeners.
- Create a template for a press release. There are many services out there that will distribute your business press release to hundreds of locations for a nominal fee.
- If you speak to small groups such as Rotary, BNI, etc, record your 10-15 minute presentation on the voice memo app on your smartphone. Use this recording as a "free" download. Hint: When someone in the audience asks a question, be sure to repeat it so your microphone picks it up.
- Guest blog on blogs that reach out to your target market. Ideally these should be blogs that target the same market but for different, non-competing products or services.
- Sign up for H.A.R.O. Help A Reporter Out. You can identify specific areas that you want to receive requests on. Requests ask for "experts" who can guest on a radio show, contribute facts and quotes for an upcoming book or article, co-write an article, produce and submit a chapter on specific topic to an author compiling a book.
- Video testimonials from your happy clients, customers, or patients. Discuss what you are looking for before you film - you want them to be specific in describing the problem or pain, what you did about it, how their life is better because of the solution you provided, and a heartfelt testimony about why others should come to you who have the same problem.
Do you have a story you would share about how you position yourself as an expert? I'd love to hear from you!