If your business is a garden nursery, you want to provide gardeners with the content and information they are seeking. Suppose you are an expert on orchids and carry a plethora of orchids, and you have people from around the city coming to you to learn about and purchase orchids. In that case, you want to produce expert content that helps people find your business before they have even heard of you. A business that has demonstrated its authority on using the products and/or services they are selling will establish itself as relevant and valuable. Who wants to buy a chainsaw from someone who doesn’t know how to use one or cut down the kinds of trees in your neck of the woods?
Expertise marketing
This is where expertise marketing comes in. When you demonstrate your in-depth knowledge of your subject and the solutions your business offers, and what kinds of information your target market is seeking. By demonstrating your expertise in your digital content, you are helping buyers to discover your brand. Social media and your website are perfect platforms for sharing your expertise, here’s how:
Determine your target market
As with all marketing, the first thing you need to do is determine who your target market is, and to do that, you need to think about the buyer who wants/needs your services and products. Your knowledge of the buyer will help you shape the messaging and the content you will be creating.
What kind of content
Determine what form of content your target market seeks for information. Consider writing an eBook, create a ‘how to’ guide, start a blog, and post highly sought-after lists on your website landing page. Possibly, you need to create videos sharing your informational content and expertise on YouTube or hosting webinars for larger groups of consumers! Whatever form(s) you decide to use, be sure to include a link to a form, your e-commerce site, or where they can book an appointment online. And, of course, it is a good idea to optimize your content for Google searches with keywords.
Chat about it
Shout off the mountaintops about your expertise and where they can find it. Participate in conversations on social media. Look up other videos that contain similar content and chat with others about the video and share what you have to offer that is helpful. Join subreddit groups talking about the subjects you are an expert in. Share how your services and products can help. Court your buyers by giving them essential information they need and sharing solutions to their problems. Consumers are pretty savvy--they are going to look to book or buy if they get the information they need to solve their problem. Instead of a call-to-action button for purchase, consider a link to more in-depth content that educates them further or subscribe to your newsletter with more information.
Reap the rewards
If you have created solid content that showcases your expertise to the right market in the right form and you are using social media to get the word out, you should start to see prospects coming to you! Offer a coupon or discount with a purchase or with an email subscription. Include links to how they can book an appointment or service or a link to your e-commerce site. Anytime a prospect makes a connection, be sure to reach out and connect with them personally.
Follow these steps:
Develop your expert content - blogs, features, presentations, videos, eBooks, white papers
Expand content - turn videos into articles and features into podcasts
Market all your pieces utilizing your social platforms: LinkedIn, Twitter, Facebook
Connect with your audience by participating in the comments and commenting on other conversations about your topics
Drive traffic to your website, your booking page, and/or your e-commerce site with call-to-action buttons
Expertise marketing is the way to go with savvier-than-ever consumers. You know because that is why you do what you do. Use that knowledge to your advantage. At Anneomaly Digital, we would like to help you develop your marketing strategy, create content, organize your marketing and sales with an all-in-one hub, and help you get the analytics to guide your future marketing and sales efforts.