Your prospects and customers come to you because they believe you are the solution to their most pressing problem. When you created your marketing strategy, you identified that problem. You also probably spent a good amount of time creating a strategy to showcase the benefits of your product or service. Namely, you know how your business solves your prospect’s problem. You know the value that you provide.
The next step is to convince your audience that you do in fact solve that problem. They need to know that you’re trustworthy and credible. The truth is that our emotions drive our buying decisions. When we like, trust, or believe someone to be a credible and authoritative source of information and a solution to our problem, we’re much more likely to make a purchase from them. These concepts of buying triggers and credibility and authority are particularly important to service providers who are working in a competitive field.
You know that when you talk to people you probably feel confident and capable of conveying your credibility and authority. With a few tips and strategies, that same confidence you feel during conversation can translate into your marketing efforts.
Let’s take a look at some different ways you can convey expertise and show your potential clients that you can solve their problems…
Publish Consistently and Often
One of the best ways to establish your credibility and authority in your industry is to share your knowledge with your audience. That means publishing content. If you have a blog, strive to publish a couple of times a week. If you don’t have a blog, create one. Publish content on social media sites and begin building an email list if you don’t have one already.
On your website you can also publish free reports, case studies, and other information that your audience can download. Keep in mind that your content doesn’t need to be written content. You can publish video content as well.
In fact, you might want to consider creating a YouTube channel or using a resource like Vimeo to build a following and publish regular content. Podcasting, which is audio content, is another possibility because it shares information with your audience on a weekly basis.
Share Facts and Cite Your Sources
Another way to demonstrate your expertise is to share factual information and statistics with your audience. They’ll believe you’re a credible source and someone they can turn to; to solve their problems when you appear knowledgeable about your industry.
When you do share information from other sources, make sure to cite the sources. This helps boost your credibility and it embraces transparency. You can include relevant statistics in your content.
You can also create infographics that highlight relevant facts pertaining to your audience and their pressing problem. Facts make good tweets too.
Publish a Book
We tend to give authority to published authors. Digital publishing options have made publishing an eBook or a print book a simple process. In fact, through Amazon’s publishing options you can buy an ISBN for about $10, create a book cover, format your book and have it available for print in less than a week.
You can sell the book or give it away as a lead generation tool. In fact, giving your book away to your prospects and clients is an excellent way of initiating a relationship with them and showing them that you can solve their specific problem.
Connect with and Interview Experts
There are other leaders and experts within your niche. Forge relationships with these people. Reach out and connect with them online and in person. Make these relationships public and leverage them for credibility.
For example, a life coach who has a guest blog post on Martha Beck’s blog is sure to gain credibility in the eyes of her prospects. Interview other experts and share those interviews on your blog and/or social media.
There are also recognizable and reputable organizations in your industry. Affiliate with these people and these organizations. Make your affiliations public. If you’re a member of the National Association of Women Business Owners (NAWBO), for example, then share that information on your blog or website.
Convey Expertise by Educating
Consider adding education to your marketing mix. There are many ways to accomplish this. You can hold free webinars, live events, or Google Hangouts to educate prospects and customers.
These opportunities help attract attention or your business and they position you as a thought leader and problem solver. Teaching works because you’re helping your prospect get the information they need before they are ready to make a purchase from you.
Interact, Be Respectful and Invite Opinion
Get involved in the lives and conversations of your prospects and clients. Reach out on social media. Invite blog comments. Ask for opinions and create surveys and polls. Let your audience know that you care about their opinions. Always respond to any comment or inquiry, and when doing so be respectful and thoughtful. You probably won’t agree with everyone that comments on your blog or on social media, however responding in a thoughtful, helpful, and respectful manner boosts your reputation and creates trust with your prospects.
Marketing your business is about sharing your knowledge and passion with your audience. It’s about letting them know that you are ready, willing, and able to solve their problem. It’s also about providing value and improving the lives of others.
When you do this consistently, through content, interaction, and value driven marketing tactics, you create a pattern of credibility. You earn the trust and authority that is so important to converting prospects to buyers and lifetime customers. You show them that you are the expert they can turn to.
Put This to Use in Your Business
After you have identified one pain point or challenge of your prospect, pick one method – blog post, ebook, ecourse, etc. – and help them achieve a result that gets them closer to a solution. The “end” solution could be your offering, but help them get a quick result that makes their life easier.
Maybe you’ve already done this type of activity, I’d love to hear how you convey expertise in a specific area and what have you found as the best way to communicate with your prospect – written content, podcast, video, etc.
Your success is my business!