THE GUILD OF MASTER CRAFTSMEN provides the public with skilled, local tradesmen you can trust.


If you see the Guild emblem you can be sure that you will be working with a trusted tradesman who is highly skilled, reliable and accountable.


01273 478449 | theguild@gmcgroup.com MARKETING


10tips to establish yourself as an expert in your fi eld


FOR your small business to stand apart from the competition and thrive, it’s a clever idea to gain a reputation as an expert and thought-leader in your chosen fi eld. Our top 10 list will help to get you started.


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Who are you up against? This is key to working out what your USP (Unique Selling Point)


is to the clients you want to reach. Think about what will grab the attention of the people you are targeting against the competition.


What information will help potential clients? The process of becoming a ‘go-to’


expert starts by giving helpful information to your target audience. This should be content that appeals to their wants, needs, and challenges. It’s also good to develop an anticipatory antenna: tune in to the frustrations and obstacles they might face further down the road and help head them off at the pass. Anything that makes their professional life easier, basically.


The world is at your fi ngertips… In the digital age, there’s a wealth


of ways to get on your clients' radars. Communicating with your audience is nothing new: Benjamin Franklin, one of America’s founding fathers, was wise to the power of fi nding a platform to get his message out there. From humble beginnings as the son of a soap-maker to the best-known thought leader of 18th


publisher, printing press owner, and eventually the postmaster presiding over America’s fi rst communications network. Your own ambitions may be on a slightly smaller scale, but you get the idea.


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Get clued up about social media Overwhelmed by the available


choices? It may be an idea to focus your eff orts on one platform to begin with, whether that’s Facebook, Twitter or LinkedIn. Whatever you choose, you have an incredible opportunity to reach an audience. Share links to your blog posts, news, quick tips, opinions, and questions. As you gain confi dence, you’ll naturally include other platforms.


Get blogging! This is a super-easy way to connect with your audience,


increase traffi c to your website and create the foundations for establishing yourself as an expert in your fi eld. Aim to write two or three posts a week – regular blogging will help you clamber up the rankings in search engine result pages: essential for increasing your visibility.


Don’t get paralysed by overthinking what you’re going to write about. If you think the subject is interesting and relevant to your audience, chances are they will too. To further increase your exposure, off er to write guest blogs on relevant industry websites. This feeds into forming strategic alliances, cross-promoting with other businesses.


century America, the wily Franklin gained close access to communication platforms. As an apprentice at a printing press, he sneaked letters into his brother’s newspaper under a pseudonym before becoming a newspaper editor, prolifi c


By RACHEL ROBERTS


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