If you have detailed knowledge, developed over years of working experience – then that is an asset as you develop content to promote your business. Sharing your knowledge is an incredibly valuable way to communicate with customers and prospects.
Having knowledge and experience in itself is not enough, you must have the ability to communicate, and an ongoing curiosity to keep learning.
There’s no easy or quick path to expertise, it is hard earned and maintaining that position requires a commitment to learning, practicing and maintaining connections in your industry. Your connections should allow you to challenge yourself, gaining knowledge from mentors and other experts, and also to guide and assist people who are still gaining their knowledge.
Give It Away
Sharing your knowledge and expertise is a great way to build a community and boost your business. By breaking down the steps for a “how-to” guide you can easily create a series that can be delivered by email as articles or video and promoted through your social media channels.
A welcome series delivered to people that have joined your email list is an easy place to start. For example, a building company that specialises on residential extensions may send a series of four emails to their list – covering topics such as planning, approvals, managing contractors, and budgeting. Delivering information as part of an email series builds your brand, and while some people will unsubscribe, those that remain subscribed become good leads for a sales offer.
Hosting a webinar is a simple way to communicate to a large audience, and it can be as interactive as you like. A webinar requires registration, so you can very quickly get a sense of how interesting people find your topic.
If you are struggling for content
Turning Knowledge into Digital Products
There may be an opportunity to package your expertise into a digital product, such as an e-course or e-book. The best way to do this is to assess your published content, questions and engagement analytics after a few months of consistent publishing.
This will reveal what topics people are most interested in, and where they need help. You will then be able to re-purpose some of your existing content into the e-book or e-course.
There are other methods you can make use of like an online course, email series. The social media channels are good and reliable in targeting customers; you can also make it wider by attending to your audience. Audience will throw questions at you, some question will be out of curiosity and some will be to put your expertise into test. Make sure you answer every single question to ensure your audience can have faith in you. Your intension must focus on helping and not just selling. This is one of the most errors people made, targeting on selling will only result in you lacking your focus and will prevent your business from growing.
- Recognising that they have skills + knowledge in their industry.
- This makes them experts – which is a valuable positioning
- Pointing out that this is where they can connect with and support customers.
- Many businesses take this knowledge for granted and don’t know its value for marketing.
- Using this expert knowledge to create valuable content for their market.
- Types of content to share their expertise…how to videos, detailed guides, an email series, an online course, webinars, articles.
- Important to make their expert resources available – when questions start coming through on social media channels, they must answer them to ensure their position is solidified
- Focus on helping, not selling