When it comes to marketing strategies for your small to medium sized business, there are many ways to play the game. You can do paid advertisements, email marketing, influencer marketing or emotional marketing....just to name a few. But when it comes down to results, nothing beats expertise marketing.
What is Expertise Marketing?
The concept of expertise marketing isn't anything new. It's the idea that if you become an expert in your field, potential clients and partners will seek help or solutions from your business naturally.
I recently needed some work done to my home. I could have had my assistant do a quick Google search to find local contractors in my area, but instead I sought out recommendations for an expert. It became apparent early on in my search, that there was an expert in the area that had hands-on-experience with my particular problem and was known for being the "guru" of home repairs. I hired him the same day.
That is the power of expertise marketing.
Advocacy Before Profits
At the core of expertise marketing lies the idea that advocacy comes before profits. The idea is that if you share your knowledge base with others, the rest will fall into place. Think of yourself as an educator, and then determine the best way to get in touch with your target audience to share that message. Would it be best done through a video format, social media or via syndicated columns or blog posts? Perhaps public speaking would be more effective? The contractor that I hired took the time to share his knowledge through evergreen videos and blog posts on his website. So, I was able to see him tackle the issue at hand with precision and expertise.
For many, the idea of expertise marketing can be a bit daunting. Over the years, you have amassed a ton of product knowledge and you may not know where to begin. My suggestion is to focus on a micro-specialization. By specializing in one subject area, you allow yourself to focus on just one thing and free yourself from the task of having to be all things to all people.
An example of micro-specialization could include designers who only do corporate CEO's offices or those who choose to only work with local real-estate companies to stage private homes for sale.
Tip: Start slow and build up your knowledge base. Set a small manageable goal to start, perhaps one or two thought pieces a week and build up from there. The more evergreen pieces you create, the more chances you have to share your expertise with others.
After you create your knowledge/thought pieces, you will want to share them with your client base through your personal website, social media sites, trusted partners and other syndicated opportunities. The more opportunities you have to share your knowledge, the greater the impact will be on your business over the long term.
If you feel comfortable doing so seek out speaking opportunities in your local area by contacting your local chamber of commerce, small business associations and industry podcasts and events. The more opportunities you have to hone your message, the more targeted your message will be.