Being an expert in your field is an important part of running a small business. When people see you as an expert, they are more likely to come to you for advice, problem solving, and often this can increase interest and sales for a business.
While you may not know every single thing there is to know about your specific industry (there’s tons of info out there on every topic, it would be impossible to know it all) you should make a pointed effort to have an area of expertise.
People should feel like they are able to turn to you for advice on the industry. While it may seem daunting, there are quite a few ways to accomplish this task. Some of the more common ways that you have probably heard of or participated in before would include attending networking events, having a great resume, or even speaking on topics at conferences or events.
With the volume of people who use the internet (particularly for business related reasons) it’s important to know how to utilize multi-media strategies for branding yourself as an expert.
Here are some suggestions on where to start:
Start a Podcast Series – Many large companies that are household names have podcast series. Most of these series involve teaching the listener how to do something. Think of something that your industry considers an expert skill, and start a series of podcasts that teach listeners how to perfect that particular skill themselves. For example, if you own a small bakery, record a podcast that talks about how to make the perfect buttercream frosting. People will tune in because they recognize you as someone who knows what they are talking about. If you do choose to go this route, make sure that your customers know that these podcasts are available!
Use YouTube – YouTube is another place that you can show/tell people how to do something that they would equate with your business. It can even be something very simple that will help brand your business. For example, if you run an online marketing company, you can show your viewers the top 3 marketing campaigns of the year, while pointing out what those companies did well. This can be particularly helpful to those who also own their own small businesses.
Let People Hear Your Voice – Make sure that your customers or clients know that you are actually a person behind the business. With so many companies having their presence entirely online, sometimes it is easy to forget that there is a real person on the other side of the computer. To negate that, first figure out what you want your small business voice to be. This is an important step because it’s how you’ll come across to your customers. Next, take the time to appear on video, or record your voice to share with your viewers. Knowing that there is a human on the other side of the screen can go a long way towards establishing credibility.
Megan Totka is the Chief Editor for ChamberofCommerce.com. She specializes on the topic of small business tips and resources. ChamberofCommerce.com helps small businesses grow their business on the web and facilitates connectivity between local businesses and more than 7,000 Chambers of Commerce worldwide.