One of the biggest things you struggle with as a small business owner is positioning yourself as the go-to service provider in your particular industry, am I right? You work every day to establish yourself as the expert so that you’re the obvious choice when a customer is looking for the type of product or service that you offer.
But how do you do that?
The Wall Street Journal answered this very question in a recent article called “How to Position Yourself as an Expert.” A flower shop owner said that she was looking to launch a website to increase her customer base, and that she wants to be seen as “the” expert in the flower market in her region.
Scott Gerber, founder of the Young Entrepreneur Council, wrote that just because the reader knows that she offers invaluable insight and advice, it’s not enough. To proclaim it means nothing — you need to get people talking about you so that you become the “leading authority for your target customers.”
Gerber’s first piece of advice: Create a brand that’s marketing and PR-friendly. A florist could brand herself as “The Flower Gal,” “Ms. Flower Power,” or something similar. The media loves stuff like that.
Be authentic, and you’ll build credibility. Relate to your customers by telling them problems you encountered when starting your business, and on the flip side, how you solved those problems. Give people a reason to listen to you. Twitter is a great way to build a rapport with people, and when managed correctly, can be a powerful word-of-mouth tool.
Twitter may not be where your target audience is, though. Maybe they’re blog readers or frequent contributors to forums. Use newsletters, video, press releases and more to get your message out to people who may otherwise not know you exist.
To read more tips for establishing yourself as an expert, check out the rest of the article here.
Do you have any tips you’d add to this list? Any things you’d advise people NOT to do?
Photo credit: Mai Le