How to become an expert through Expertisement
March 29, 2008
You can’t become a recognized expert until you are first recognized.
The old way of getting people to find out about you is through advertising and “pushing” your message on people whether they want to hear it or not.
The new way of getting people to find out about you is by using web 2.0 to turn your knowledge into valuable content (tutorials, interviews, presentations) that INTERESTED people find and “pull” through the internet in video, podcast or blog. This form of marketing and public relations is called Expertisement.
Expertisement is turning your knowledge into your marketing message.
Being an expert requires three things:
* Recognition
* Demonstratable knowledge
* Credibility
If you are in business and succeeding, chances are you have demonstratable knowledge that you already share with your customers and colleagues. Perhaps you have some of it on video or audio files already.
Recognition comes from getting that knowledge out to your marketplace with enough frequency to be at the front of peoples minds. Expertisement replaces your advertisements that say “buy from me”, which people ignore; and instead puts out messages that say “learn from me,” which people value because they offer real benefits.
What is so exciting about the internet is this Web 2.0 phenomenon that we call social media. Everyone has access to share their knowledge. Online communication is about a conversation, whereas old media is about a one way interaction.
By sharing your knowledge with this giant audience of people, you get the recognition you need and deserve, while showcasing your talents and capabilities. When these targeted people need a service like the one that you offer, they think of you first. You become the obvious choice. They sell themselves on needing you.
When you demonstrate your knowledge and earn recognition for answering people’s questions; then you have credibility. Credibility is a currency of its own. It ads to your brand equity and pushes your point of view above other’s without perceived credibility.
Targeting real knowledge to people that are thirsty for it is the secret behind becoming an expert.
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Is Advertising Dead?
March 28, 2008
Ohhh no… its doing just fine. Until we run out of space on the sides of buildings and bathroom stalls, then we are screwed!
Our approach is the antithesis of advertising. Advertisers right now run around like Dick Cheney on a hunting trip, peppering people with brand impressions until they fall down and give up their money. Then they move on to the next kill zone, I mean target market. The law of nature says that if you chase something it will run from you. Never has that been more true than in advertising today. People are doing everything in their power to avoid getting blasted with more ads. When they want something they know where to find it. The question is… “Will you be there?”
The approach that works in the 21st century is to showcase your talent through online media content; blogs, videos, and podcasts. People are searching for you. They are searching for information on the thing you do. Provide them with quality information. Solve their needs and enlighten them to things that they aren’t yet aware of and you will stand out like a purple cow.
Relationship marketing is the name of the game. Successful companies will develop strong bonds with their customers and sell to them for a lifetime, while unsuccessful companies will chase after new clients with the same old lines and tactics like a drunk looking for a one night stand. Eventually the drunk gets someone home, but the monogamous couple gets all the action.
Doing the same thing over and over and expecting a new result is the definition of insanity. Is your marketing a little cookoo?
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Do you have a recession proof business?
March 21, 2008
Recessions are a fact of the economic cycle. Despite their regularity, most businesses and households are taken by complete surprise by them. How will your company fare in a recession? Do you have a recession proof business?
Recessions are good
If you are a recognized market leader in your industry, a recession is one of the best things that can happen for you. While your competitors are cutting corners and lowering their ad spends, you are gaining valuable marketshare. Spending doesn’t stop in slow economic cycles, it just gets more choosy. That dose of rationality in your customers buying decisions is going to make you an even more obvious choice. A recession is a great time to use the strategies of Expertisement to reaffirm your position as a market leader.
As the market changes, so should your message. You always want to position yourself as THE answer to their problems. A recession is a great reason to adjust your dialog and expand your own knowledge.
When economic times get tough, are your sales increasing or decreasing? Perhaps you are not taking full advantage of your greatest asset. YOU.
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Moving the free line
March 17, 2008
Have you ever received 30 days free service for something or other? Did it make you more comfortable to know that you could try it out before being asked to pay? Giving away something of value to your customers is a great way to build trust and move them closer to a sale. When you do this it’s called “moving the free line.” This valuable free content lets them know that you can deliver on what you say when it comes time for them to write check for your main service.
The psychology behind “moving the free line” triggers several powerful reactions deep inside your prospects brain:
1) Reciprocity- When people receive value, they feel obligated offer some sort of return. You delivering answers to their questions will in turn make them feel obligated to buy from you when the time comes.
2) Social Proof- Your prospects are going to see all of the other people that you have helped and feel comfortable that their collective wisdom assures them a level of safety when working with you.
3) Repetition- People become comfortable in patterns. When they develop a pattern of depending on you for knowledge and you consistently deliver; then you become their preferred choice.
4) Scarcity- If you are giving away lots of great free content and your customer base grows because of it, then there becomes are scarcity of your time and people desperately want what they can’t have.
Moving the free line is a powerful way to grow your client list and work them into a frenzy because you are reaching their deep seeded psychological triggers in ways your competitors can’t even imagine.
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Content is King
March 12, 2008
The American appetite for digital content online is unending. People are spending more and more time online getting the information they want when they want it. The search engines are also hungry for quality content and push it to the top of natural search. Luckily for you, we now live in an age where everyone has easy access to online media outlets. You can turn your expertise into the quality content that people are searching out.
What medium should you use?
Video is the most powerful, but audio podcasts can be compelling and quite easy to produce. Whatever you do, make it interactive and valuable to your audience. Think about the common questions that you receive and make that the beginning point of your production.
Don’t let your PR firm script every last word.
There is a tendency for medium to large companies to run everything through their PR firm. PR firms are great for getting you in the media, but they will drain the life right out of your message until it is just more bland corporate double speak. Don’t be afraid to add some personality to what you do. People connect to people. They don’t connect to faceless organizations. If your content becomes so filtered that it loses all value to your audience, then there is no point in pursuing a digital media strategy.
The age of the expert
The digital age offers a wealth of opportunities for you to connect to your target market and position yourself as the leading expert in your field. And it all starts with quality content that adds to the conversation happening in the marketplace.
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10 Benefits of Niche Social Networks
March 7, 2008
Social Networks are a powerful force in the online realm. Their growth is defining the future of the internet. People long for community and recognition and social networks provide both. Once you have developed a rabid fan base through Expertisement, consider giving them a place to form a community around your brand.
Social marketing through community building offers some great advantages. Here are a few.
- Testimonials and social proof that money can’t buy
- Brand building- Brands earn premium profits
- The ability to contact members through one interface
- Organize events
- Create brand evangelists
- Viral marketing
- Communities grow, while ads fade with time
- Customers get to tell their stories
- Introduce your staff on a personal level
- Reach out to your customers circle of influence.
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