Steps to tak­ing lead­er­ship in your field

Lesotho Times - - Jobs & Tenders -

AS the old adage goes, “All other things be­ing equal, peo­ple buy from peo­ple they know, like and trust.” This is where author­ity mar­ket­ing comes into play.

Put sim­ply, author­ity mar­ket­ing is us­ing your knowl­edge of the busi­ness world as a mar­ket­ing tech­nique to gar­ner cus­tomers and sales.

As Dan S. Kennedy, known as he God­fa­ther of di­rect mar­ket­ing, suc­cinctly put it: “If you aren’t de­lib­er­ately, sys­tem­at­i­cally, me­thod­i­cally — or rapidly and dramatically — es­tab­lish­ing your­self as a celebrity, at least to your clien­tele and tar­get mar­ket, you’re asleep at the wheel, ig­nor­ing what is fu­el­ing the en­tire econ­omy around you, ne­glect­ing devel­op­ment of a mea­sur­ably valu­able as­set.”

By be­ing con­sid­ered a rep­utable and trust­wor­thy ex­pert within your in­dus­try, you can help si­mul­ta­ne­ously help bring aware­ness to your busi­ness — and hope­fully more sales.

Here are five ways you can be­come a leader in your in­dus­try:

Be the ed­u­ca­tor and ad­vo­cate To po­si­tion your­self as an ex­pert in this field and thus in­crease your cus­tomer base, post­ing regular blogs on your com­pany’s web­site that show­case your ex­per­tise is wise.

For ex­am­ple, if you wanted to po­si­tion your­self as the leader in the lawn care world, you could blog about what types of plants should be in­tro­duced at what time of year or of­fer tips on how to nat­u­rally re­pel harm­ful bugs from shrub- bery. This not only helps cus­tomers, but it also con­firms your sta­tus as ex­pert in your field — and po­ten­tially lead to more sales.

Give in­ter­views When pos­si­ble, give in­ter­views on lo­cal news­pa­pers, TV or ra­dio sta­tions. Or ask pub­li­ca­tions to reach out to you if they need some­one to speak on a topic that you are an ex­pert on. This will al­low peo­ple who never knew you ex­isted to have the chance to see what you are all about.

Dur­ing your in­ter­view or talk­ing point, share in­for­ma­tion per­tain­ing to your busi­ness as this will make you seem help­ful, knowl­edge­able and giv­ing — all traits which will gar­ner you more at­ten­tion and re­spect.

Write a book Just as you share tips and such with your cus­tomers on your blog, it is also a great idea to write a book, even if it’s short. You can even turn your ex­ist­ing blog posts into a Kin­dle book and pub­lish on Ama­zon. Speak at or hold a con­fer­ence Look for con­fer­ences that are in your field and reach out to see if you can be a pan­elist for one of the ses­sions. By get­ting in front of your peers or po­ten­tial cus­tomers at a ma­jor event, you are po­si­tion­ing your­self as an au­thor­i­ta­tive fig­ure in the in­dus­try.

If there is no way to gar­ner a speak­ing spot at an al­ready planned con­fer­ence, con­sider host­ing your own. By do­ing so, you also have the op­por­tu­nity to advertise your busi­ness (through spon­sor­ship and ads) while also be­ing seen as a pro in your mar­ket.

Start a pod­cast Pod­cast­ing is a won­der­ful tool to utilise in or­der to in­crease your out­reach and con­firm your po­si­tion as an author­ity in your field. Use the pod­cast to share some use­ful tidbits about your busi­ness, along with ad­vice that oth­ers can use. To do so, fo­cus each episode on one spe­cific prob­lem you can solve for your tar­get mar­ket. — En­tre­pre­neur.

Just as you share tips and such with your cus­tomers on your blog, it is also a great idea to write a book, even if it’s short.

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