You’ve spent money on online advertising to no avail. Your emails aren’t getting opened. And no one’s visiting your site.
The marketing creek has run dry.
It’s time for an expert to the rescue: you! By applying the knowledge that you’ve gained by working in your industry for years, you can start marketing efforts that actually work in attracting new clientele.
Here are 5 ways to get recognized as an industry thought leader and hopefully increase the traffic coming to your site.
1. Write, Write, Write
Content marketing isn’t going anywhere, though the challenge these days is that there’s too much noise to stand out easily. The more you write informative and useful content that appeals to your target audience on established channels, the farther you spread your influence.
That means you need to be writing content for your own business blog, as well as guest blogging on sites that appeal to your audience.
You also should consider writing books, since people respect authors.
2. Get Out There and Speak
Rather than hiding behind your computer, spend some time at local and national industry events that cater to your customer.
Look for opportunities, big and small, to speak to your audience through local networking events, conferences, and trade shows.
If you’re uncomfortable with the idea of public speaking, join your local Toastmasters group to polish your skills and confidence.
3. Become a PR Darling
I am frequently interviewed by the media about the business topics on which I’m considered an expert. I’ve gotten these opportunities by making myself available as an expert.
Help a Reporter is an excellent, free resource where you can find journalists looking for specific types of people for stories. Respond with a well thought-out pitch and you could be quoted in a national publication.
It’s just one step further to connect with news anchors looking to interview people on live television. Working with a public relations professional can open doors you wouldn’t otherwise be able to open.
5. Share Freely on Social Media
Twitter, Google+, LinkedIn, and Facebook are excellent social channels for sharing your knowledge. You can share:
- Your own blog content
- Blog posts you’ve read elsewhere
- Comments on a current conversation
- Questions to pique interest and conversation
Remember: the key on social media is to provide value that others aren’t. That means acting as a knowledge curator rather than a self-promoter. Look at what others are sharing and consider how you can add value from a different angle.
You’ve accumulated years of industry knowledge. Make it work for you. Share it through the appropriate channels to build trust with potential customers as well as attract them to your brand.
Light Bulb Pencil Drawing via Shutterstock
I agree with writing. Through it, you can easily position yourself as an expert in the industry. In fact, if you have a blog with a considerable amount of followers, you can expect to see some results in terms of your reputation and sales.
Seems like something’s missing from this list, but I can’t put my finger on it. Go figure 😉
Nellie, great post and some very effective tips. I think above all else we must remember we’re the ambassadors to the larger field that we may happen to be an expert in. It’s our responsibility as ambassadors to promote our industry, to be the voice of what’s not seen, and to explain what may be misunderstood. That can all be accomplished exactly as you outline, delivering quality content via all that channels that are available to us. Thank you again for the post, great read.
Oh, Nellie! I could not agree with you more… These tips are really effective and very practical. I totally believe these tips are meeting at one point. And it is the trust of the customers. It is really about connecting your customers to your brand or company in full trust. I really think that the best way to get your customers into patronizing your brand is through a long lasting trusted relationship. And your tips will be very practically applicable to this matter. I love to hear more of these…