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Marketing Yourself as Expert - Part 2

Marketing yourself as an expert in your particular field can work wonders for your business. Read about some great ways to promote yourself in this way.

In any industry people, understandably, prefer dealing with an expert. You can use this fact to build competitive advantage for your business. By marketing yourself as an expert you raise the credibility of your business and grant people a sense of trust and security in doing business with you.

The obvious question is how to accomplish this effectively. A few suggestions that have worked well for motivated businesses:

Run free workshops. For example, a financial consultant offering retirement planning could offer free workshops on this topic for people approaching retirement. A business selling kayaks could run an evening workshop on choosing the right equipment (for example, sea kayaks, white water kayaks, kayaks for families, suitable life jackets). A printing business that has just bought the latest technological digital press could run a demonstration evening for current and prospective customers.
Associate with experts, because some of their expertise will rub off on you! If you're nervous about running a workshop on your own, invite an expert to share the workshop. To use the examples above, the financial consultant could invite a well-known financial expert to speak. The kayak business could invite a New Zealand
kayaking champion to speak. The printing business could get a technical expert from the supplier to run the demonstration of the new press.

Finally, remember to display your knowledge. There is no point in being too modest: people will not know you're the expert unless they see the evidence, so it's important to display your knowledge and achievements:

At your place of business (for example, framed awards, certificates and testimonials on the wall);
On your website (for example, a Resources section featuring articles you've written);
On all stationery and signage.

Wherever possible, try to get free publicity for your expert achievements. If staff have gained achievements (or have many years of combined experience in your industry) remember to include this, too. Also remind staff to point out your experience, awards, and other credentials when they're selling or pitching to customers.

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