Being a subject-matter expert is an ideal way to grow your brand. But how do you, as a small to mid-sized business owner, rise to the top and become the person people turn to for information and knowledge? Start with these three steps.
Create a Unique Product or Service
In order to find success, business owners should create a product or service unique in their field. Study the competition and learn what they do but, more importantly, what they don’t do, and follow that. By figuring out a niche product or service, and providing information and knowledge about it, entrepreneurs will become experts and rise to the top of the competition as thought leaders.
Maintain a Consistent Social Media Presence
Entrepreneurs who want to rise above their competitors need to be on social media. However, you should pick a maximum of three platforms based on the type of content you plan to create, and determine which channel your audience uses. Any more than three platforms and content often becomes mediocre; in social media, like everything else, quality is more important than quantity.
Once the platforms have been chosen, you should focus on posting quality content on a consistent basis. While posts can include some self-promotion, the majority of your posts should be about sharing information and building your brand, ensuring that you’re the trusted source and expert in your industry. Engage with your followers and listen to what they’re saying.
When it comes to posting, you should think of the 5-3-2 principle, according to Hubspot: “Out of every 10 posts you publish in your social media account, five of these should be valuable content written by someone else, three are educational and informative content you created yourself, and two should be posts about yourself.”
Provide Amazing Customer Service
Excellent customer service isn’t dead. In fact, in today’s fast-paced, instant-gratification society, customer service is more important than ever. As a business owner, you must respond to every question, complaint, and comment quickly, kindly, and honestly. And that superior customer service needs to be offered not just through social media, where people are watching all the time, but through your company website, as well as over the phone. Business owners who respond to customers and treat clients in the manner that they themselves would like to be treated will go a long way towards building their reputation and becoming leaders in their field.
Once you’ve started building your reputation as an expert in your chosen industry or market, the process will quickly accelerate. Promote yourself and try to get on industry panels, land speaking engagements at trade shows and other events, and your brand will only continue to grow.
Lisa Day | Contributing Writer