“I Hereby Dub Thee, Super Duper Pooper Expert! Now Go Forth And Do Business!”
If only it were that easy to become an expert – just get someone to tap a sword on both your shoulders as you kneel and PRESTO! You are the go-to person for your market.
Wait – it actually can be almost that easy, buy using a couple of marketing positioning strategies.
The first thing you need to know about becoming an expert is WHY you want to be one. When you are viewed as the expert, people want to buy your products and services. They also want to promote you. Whether it’s sharing your stuff via social media or interviewing you for the news, you become THE person in your market that people gravitate to.
The second thing to know is HOW to be seen as an expert, and it works like this: You need to ACT like an expert, THINK like an expert, and SPEAK like an expert. And all three of these will become natural when you believe you are indeed the expert. But what if you don’t believe you’re an expert? Then start acting like you are and your actions will bring about the belief.
Of course, none of this is of any value if you don’t have a clue when it comes to your market. That’s why constant study and practice in your field is essential. You’ve got to know what you’re talking about, and the best way to do that is to learn from others as well as from your own experience.
So how do you get others to view you as the go-to person, the expert they should do business with? Here are 12 marketing positioning strategies:
– Choose your market carefully. It’s much easier to be a great big fish in a small pond than a whale in the ocean. For example, if you want to be a business coach, you’ve got a ton of competition. But if you coach massage therapists on how to grow their businesses, you can very quickly become a whale of a fish in that particular pond.
– Act like you have a list of thousands, even when making your debut blog post. Be a professional from day one by imagining you have thousands of people depending on what you say and do. Sure, the only person reading your blog is your grandma, but keep in mind that’s going to change soon. The debut post you write today will eventually be read by hundreds or thousands of people, so make it good.
– Use a great incentive to build your list from Day 1. Yes, offering to keep them updated on your blogposts will yield you some subscribers, but offering a coveted bribe will get you far more. And if your incentive isn’t ready yet, just tell them what it is and that by adding their email you’ll send them a copy the moment it’s ready.
– Write a newsletter. Yes, an actual newsletter. And do it weekly. Put it in the PDF form so readers can download it. Anything in PDF has a higher perceived value, probably because PDF’s are often paid for.
– Interview experts for your newsletter. When you have an expert interview inside your PDF newsletter, it raises your own perceived stature considerably.
– Hold webinars. Offer to hold webinars and give free teaching. You can make these offers via social media and also to list owners. Your goal is to get in front of and help as many people as possible. Make sure they sign up for the webinar – this allows you to capture their email address. And if you don’t yet have a product of your own to promote, offer individual or group coaching at the end of the webinar. Split proceeds with the list owner (if there is one.)
– Guest blog. The more high traffic websites you can appear on, the better. Always insert your short bio at the end and offer them your free incentive to click your link.
– Pay attention to what people ask you – it’s important. The questions you receive are a great indication of what’s on the minds of your prospects. Find ways to answer those questions in a straight forward manner.
– Skip the big words. You might think being an expert means using a lot of big words and fancy phrases, but what being an expert really means is have the capability to help others further their goals – no fancy lingo needed.
– Find your voice and your message and stick to them. You don’t need to know everything about everything. What you do need to know is a whole lot about a whole little. Choose your stand on a topic and make your best case – don’t try to make everyone else’s case as well. For example, if your stand is that massage therapists can do 100% of their own marketing and do it completely through the internet, don’t tell them how to hire a marketing agency or place a newspaper ad – tell them how to do their own online marketing. That’s it.
– You don’t have to reinvent the wheel. You can if you want to, but you don’t have to. You might think that to be an expert you’ve got to be constantly thinking up new ways of doing things, but that’s not true. 99 times out of 100 it’s best to stick with what works. For that 100th time, make sure you test it yourself before advising anyone else to try it.
– Recycle your content. A blog post can become an article in your newsletter, which can become the content for your latest video, etc.
Remember: When you think, act and speak like an expert and have the knowledge to back it up, you ARE the expert. It really is that simple.
Download’able Quote Card “Marketing Positioning Strategy: Become The GoTo Expert In Your Market Over Night, Here’s How…”
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