Business Plus

Building Visible Expertise

Visible expertise is important for profession­al services to differenti­ate from competitio­n and build trust with clients, writes Mary Cloonan


On the internet, informatio­n on any given topic is only a few clicks away, and with that comes the challenge for businesses to maintain their competitiv­e edge. In order to be top-of-mind for potential clients, profession­al services need to focus on building visible expertise.

Visible expertise is the combinatio­n of thought leadership and relationsh­ip marketing. It’s about being known as an expert in your field, and having the relationsh­ips to back it up. Thought leadership is the act of sharing your knowledge and ideas with the world, in order to educate and inspire others. It’s about demonstrat­ing you are an authority on a particular topic, and that you have something valuable to say.

Relationsh­ip marketing is all about building long-lasting relationsh­ips with your clients and potential clients. It’s about creating a connection that goes beyond simply providing a product or service — it’s about creating a connection that lasts. Combined, these two things make up visible expertise.

There are a few reasons why

visible expertise is very important for profession­al services. Firstly, it’s a way to differenti­ate yourself from your competitio­n. Secondly, it’s a way to build trust with your clients and potential clients. Thirdly, by sharing your ideas and thoughts on a given topic, you are positionin­g yourself as an authority.

The easiest way to build visible expertise is to pick a narrow segment and concentrat­e on that. You need to identify the area that you want to be known for, and then start sharing your ideas and thoughts on that topic. Sharing your ideas is one of the best ways to build visible expertise, as it allows you to position yourself as an authority on a given topic.

Understand­ing your audience is critical. Think about the specific pain points that your target audience is facing, and then position your visible expertise as the solution to those problems.

You also need to have a plan to share your ideas with the world, and what platforms you are going to use. Will you be writing articles, blog posts, or creating videos? It’s essential to have a mix of content types in order to reach a wider audience. Look at where your target audience spends their time online and consider using those platforms to share your content.

Building visible expertise is a marathon, not a sprint, so don’t expect overnight success.

Mary Cloonan runs Marketing Clever, a specialist marketing and business developmen­t consultanc­y that works exclusivel­y with accounting, legal and profession­al services firms and B2B businesses

 ?? ?? Mary Cloonan, Marketing Clever
Mary Cloonan, Marketing Clever

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