MARKETING BUZZ BY TOM FULMER, CPCT, NATIONAL DRUG SCREENING
Boost Your Image as an Expert A
re you truly an expert in your field? Is that how others see you or just how you see yourself? Being
recognized as an authoritative voice in your industry has many benefits. Clients feel more confident doing business with or referring you, publicity opportunities are easier to find or they may even find you, and more people want to work with or be around you. In a busy world, being recognized as an expert is huge advantage over your competitors and can open up many opportunities. In every industry, there are those who
are viewed by the public or those in the industry as experts or the go-to resource for knowledge and information. Most do not have to claim that designation, as it is just how they have come to be viewed. Tere are also many others who actively proclaim themselves to be experts in one or more—if not all—aspects of an industry. We all know people that fit into each category. Many people mistakenly believe that it
takes many years of experience to be seen as an expert in their field, but in our busy, sound-bite society, that is simply not the case. Here are some ways to Boost Your Image as an Expert in a relatively short period of time.
Define Your Goals Whether you are already seen as an expert and want to expand your reach or are seeking to become a recognized expert, you must determine 3 things: • Who is your target audience or target market?
• What is their definition of a go-to expert in your industry?
• Once they see you as an expert, what do you want to have happen? Knowing your target audience and their definition of an expert will help you
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determine the specific areas of knowledge or skills on which to focus. It will also provide insights into the most effective ways to boost your image as an expert. It is also essential to begin with the end in mind. What is your ultimate purpose? Why do you want to be seen as an expert? Typically, it is to sell a service or product, but it may be part of a mission to educate or influence opinion. Remember to be specific and focus on the ultimate goal. Getting chosen to speak at a conference would not be an end goal. Getting paid to speak at a conference and speaking to build credibility with potential customers could be an end goal. Once you are clear on what you want to accomplish, you can begin planning how best to reach your goal based on what your target audience views as most credible.
Use Social Media to develop or publicize your “Social Proof” Using social media can create “social proof” that will help position you as an expert to your potential customers. This can allow you to quickly connect with many people in a manner such that you are immediately providing something of value to them or helping solve a problem. Connections can be made instantly and you can easily reach thousands of specifically targeted people at one time. For social media, make sure to be
where your customers are, whether it is Facebook, LinkedIn, Twiter, YouTube, Snapchat, or others. Don’t fall into the trap of trying to be on every social network, unless there is a specific reason to do so. Also, post things that people will find interesting or valuable and—even beter—want to share. Remember, it is social media, so don’t make it all about
you or your business all the time. It is fine to have some fun with it; just make sure it is appropriate for your audience and the image you are creating.
Write articles for news sites and
professional publications Make a concerted and consistent effort to write articles pertaining to your area of expertise. Tese can be sent to newspapers, popular blogs or websites, industry associations such as DATIA, or to other professional publications. Many sources and associations struggle to get good content. Providing quality articles will not only add to your credibility with your prospects and customers—it can also build great industry relationships and open up opportunities for collaboration. If you do this consistently, you will have
content to support your authority status in your field, and you can use this content to turn into a book, videos, infographics, or presentations. Writing a few articles here and there won’t do much for your credibility, but if you commit to regular content creation for a variety of outlets, it will help build up your personal brand significantly faster.
Start speaking at associations, conferences, and target events Speaking or presenting in public can be downright frightening for some people, but if you really want to boost your image as an expert, it’s a must. Speaking at conferences or events or participating in seminars or panels is a great way to showcase your expertise in your field. Speaking gives you the opportunity to speak one-to-many as opposed to one- to-one. It also boosts your credibility, because it is evidence that others see you
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