How to Build Business by Becoming an Expert
Customers want to buy from and work with experts. Businesses that prove they are the place for a certain product or service set the stage for lasting success. So how do you become an expert — and show your expertise to others? Here are six key strategies:
1. Choose Your Niche
When you define your business in the broadest terms ("We're an online home accessories boutique" or "I'm a career planning consultant"), it's harder to make your expertise stand out. Take the time to align what you're best at with a well-defined need in your market. For example, "We're an online home accessories boutique specializing in eco-friendly modern design" or "I'm a career planning consultant who works with stay-at-home parents re-entering the job market." When you stake out a niche for yourself, it's easier to become known as an expert and attract customers that are the best fit for you. This is one of the many reasons we recommend getting ultra-clear about what you do and the customers you serve.
2. Do Good Work — Consistently
You can't skip this step. If you want to become an expert, you have to be devoted to constantly improving what you offer your customers. How could your product or service more closely meet their needs? What could you do to more clearly demonstrate the difference between you and your competitors? What can you do to support your customers even after your work engagement is complete? What tools could you give them to help ensure their success? When you consistently outperform your customers' expectations, they'll spread the word about why your business stands apart.
3. Document Your Results
Beyond doing good work, you have to tell the world about it. That means collecting and sharing testimonials from your happy customers. You may even want to create some case studies on your best success stories. A chorus of voices singing your praises builds your reputation as an expert. Integrate your positive feedback into your pitch decks, proposals and your website.
4. Look the Part
If the design of your website or newsletter looks stuck in the past, no one will believe that you're at the top of your field, even if you are doing superb work. You need to convey expertise and professionalism everywhere your customers might encounter you.
5. Create Valuable Content
Blogging regularly about topics that interest your target customers helps establish your thought leadership. Prospective customers might discover you when they're searching Google for information on your area of expertise. You can also create a lead magnet — a valuable guide or tool that you offer in exchange for a site visitor sharing their email address. More in-depth than a blog post, a lead magnet gives prospects more evidence that your knowledge and experience are the perfect fit for their needs.
6. Build Connections
Besides sharing content on your own website, you can also look for opportunities to write for other platforms where your target customers would be likely to encounter you. Many blogs, and even some larger publications, accept guest articles. You also want to make sure you're on the radar of the key influencers that your customers pay attention to. Here's where a highly professional press kit comes in handy.
At DesignGood, we help make sure our clients' expertise shines through on their websites, in their blog posts and in their outreach materials. Let's talk more about how we can help you showcase all you have to offer.