One of the best ways to build up a solid company and brand is from having that coveted expert status to back up your product or service offerings. But, with so many quote-unquote experts out there, gaining that elusive business “cred” can be a real challenge. While it’s obvious (or, at least, it should be!) that you, of course, need to have extensive knowledge and experience- once you have that, here are a few tips to help you boost your business profile by becoming a go-to expert:
Becoming a big fish in the ocean of big business is much more difficult than becoming a big fish in a smaller, more niche pond. So, start off by finding a smaller aspect of your business field to become an expert in and capitalize upon that.
For example, if you’re a dog-groomer, rather than starting out by trying to become the preeminent dog-grooming expert in general, pick a particular breed, older dogs, a localized area near your business or some other unique aspect and target your expertise to that. And once you become the go-to expert in that smaller, more focused arena, it makes it easier to leverage your expert status into a spot in a bigger pond!
One of the main aspects of achieving expert status is trust. And one great way to prove that you’re worthy of trust is by having your opinions and offerings verified through testimonials and endorsements.
Having your happy and satisfied customers provide tangible proof of the value of your offerings via written and video testimonials is crucial to building up trust. Posting these testimonials on your website and social media accounts where all current and potential customers can easily find them will instantly boost your credibility. And if you can leverage those customer testimonials into gaining endorsements from key influencers and experts (or even from celebrities) in your field, you are well on your way to expert level status!
Nothing can raise your expert credibility faster than media coverage through TV, radio, print and online media. The good news is that it’s easier than ever to get this kind of exposure, as all media constantly needs new content and seeks out experts to quote, weigh in or write articles on all kinds of topics.
So, start small here, too, by reaching out to smaller blogs and local newspapers, radio shows and TV news programs. For example, even our blog here on CarolRoth.com regularly invites experts to participate in blog posts and articles (you can sign up to find out about opportunities to contribute here: http://www.carolroth.com/carolroth-com-blog-contributor-sign-up/).
Make their job as easy possible by responding quickly to their queries, providing concise and thoughtful content, and follow up with everyone. Put a witty or clever spin on your content, and you will always be top of mind when they are looking for contributions.
There are also other avenues that you can pursue, like local appearances and speaking engagements. Promote any and all exposure like crazy through your social media channels, website, newsletters, etc. This kind of coverage will reinforce your status, amplify your credibility and automatically allow you to be seen as the expert that you are in the eyes of current and potential clients and customers.
Once you gain the requisite experience and establish a strong reputation on a smaller scale, it will be easier to leverage that into bigger print media and national TV and radio coverage. And that will definitely send your company’s profile into the stratosphere like nothing else.
Keep at it every day and before you know it, others will be seeking your expert endorsements to boost their own companies’ profiles!
What other tips do you have for boosting your business profile by gaining expert status? Please share them below.
Thanks to Cena Block of SaneSpaces.Com, Grant Cardone of Cardone Enterprises, Michael Price of Priceless Media Group and Dr. Gerry Patnode of GRAHAM SCHOOL BUSINESS@ YORK COLLEGE for the inspiration behind some of these ideas.