If you’ve read even just a few of my blogs, you’ll know that I believe that sharing your expertise is a great way to promote your business and grow your reputation. So in this blog, now that we’ve reached K in the A-Z of Marketing, I thought I would write more about the importance of Knowledge and how you can use it in your marketing.
Effective marketing is not about selling your services or about telling people what makes you so great. Successful marketing is about sharing your knowledge.
Why does sharing your knowledge help? When you provide a service, such as coaching, consulting or training, you can’t sell it as you would sell a product, by comparing it to another one. A service is intangible and you’re actually selling your time and expertise, so you need a way in which to demonstrate it. Sharing your knowledge is an excellent way of doing this. Here are some ways in which you can do it:
Some words of caution about trying to become an expert – it won’t happen overnight and you really do need to know what you’re talking about. I once met someone who told me that he was a Social Media expert. When I asked how long he had been running his business, he told me he had been doing it and using social media for a year. In my opinion, that’s not long enough to become an expert!
Also, I don’t believe that you can call yourself an expert. Whether you are one or not depends on your reputation and what other people think about you. You need to wait for someone else to tell you (and other people) that you’re an expert in your field!
The cautionary note – don’t try to build your reputation by showing off and using lots of industry jargon. Just as important is that you don’t go the opposite way by sounding patronising, as this will undo all your hard work!
The extra bit – treat all your prospects as if they are clients. Give them as much help as you would give to a client, even if they’re not paying for it. Don’t hold back and make sure that all the free advice that you give away is top quality. Don’t save the good stuff for the people who are paying for it. I know some companies that will only send their free newsletter to their paying clients and not to their prospects. I think they are missing a trick.
Share your knowledge and your ideas with your prospects and you will be able to build your reputation, as well as a loyal army of clients.
If you’re not sure of the best ways in which to share your knowledge and expertise, get in touch and I can share with you lots of ideas on the tools that you can use to do this. Call me on 01635 578 500 or click here to email me.