In a competitive professional services landscape, visible expertise can be an asset. Mary Cloonan outlines five strategic steps you can take to build trust and stand out in your field
In today’s competitive environment, innovative professional services firms prioritise visible expertise to help maximise business development opportunities.
There are a few reasons visible expertise is essential for professional services.
First, it’s a way to differentiate your firm from your competition. In a world where firms are constantly vying for attention, being known as an expert in your field sets you apart.
Second, it’s a way to build trust with your current and future clients. When you share your ideas and knowledge, you demonstrate confidence in what you do. This confidence transfers to those who see you as an expert, instilling trust in your abilities.
Third, it allows you to prioritise market development efforts and resources. By selecting a few key areas, you can focus marketing efforts to maximise returns from minimum investment.
And finally, by sharing your ideas and thoughts on a given topic, you are positioning yourself as an authority – someone up to date on the latest trends and changes.
To embark on this journey, here are five steps you can take:
1. Claim a segment
Select a specific sector or industry segment and focus your efforts on this area. Build your knowledge through reading, attending relevant events, networking and writing about it.
Sharing your ideas positions you as an authority.
2. Know your audience
Understand your target audience. Identify their pain points and position your visible expertise as the solution. It also helps to tailor your knowledge to the specific needs of your audience.
3. Sharpen your skills
You can’t have expertise in anything unless you stay up to date with the latest trends and changes in your industry.
By continuously educating yourself, you can position yourself as an authority in your industry. Whether through articles, blog posts, speaking engagements or podcasts, ensure you have the most current information.
4. Create a profile-building plan
Plan how you will share your expertise. Determine the best platforms for your content that align with your target audience’s presence.
Consider a mix of content types, such as articles, blog posts and videos, to reach a wider audience.
5. Execute the strategy
Consistency is key. Execute your plan effectively and keep your target audience in focus. Track your progress by monitoring website traffic and social media engagement.
Once you consistently push your expertise to the target market (through articles, videos, social media posts, etc.), adapt your strategy based on the feedback and insights gained along the way.
Building visible expertise is a gradual process, but by starting with these five steps, you will be on your way to becoming the top-of-mind choice for your target audience.
Mary Cloonan is the Founder of Marketing Clever
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