Sink or Swim: Using your Expertise for Small Biz Success
Hurling over the side of the deep sea fishing boat I was oh-so-excited to be on for my birthday weekend, I realized that maybe I wasn’t cut out to be a Deadliest Catch cast member. I’ve recently found a fun new summer hobby in fishing – but it’s much different standing on the solid bank of a river versus a V12 twin-turbo header boat pummeling over 5 foot swells in the ocean. It’s fun to try new things, especially in marketing, but sometimes you have to take a hint and stick to what you’re good at.
Vocus’ publicity alert service, HARO (Help a Reporter Out) has a tagline that rings far and true: “Everyone’s an Expert at Something.” What do you do for a living? Chances are you’ve been doing it for a long time. What are your hobbies? The likelihood is that you’ve done tons of research on them so you have the most fun. Everyone has at least one thing that they’re really good at doing (Doesn’t matter if it’s tying your shoelaces or explaining quantum theory) – so use that expertise to your advantage.
Figure out your expertise
For small business owners, why did you start your small biz? What are you passionate about? Inventions, products and services commonly rise out of a need to solve a problem. So tell us more about what issues you solve, what needs you fulfill and maybe even the demands you create.
Showcase your expertise
Write blogs about it, do video tutorials using Camtasia or Screenr and distribute a news release featuring your latest content. It’s not about bragging rights, it’s about helping others with your biz.
Becoming a thought leader
You don’t have to have the name Brian Solis or Lee Odden to be a thought leader in your industry. Even if your industry or product is niche, sharing info that helps your clients as well as others in your industry is key. For example, Marcus Sheridan became an online sales god and speaker because of his expertise with in-ground pool installation. His years of experience selling pools and answering customer inquiries blossomed into a career where he shares valuable, practical and executable advice with other businesses in various industries on sales.
Tip: Think about what tactics you use in your business that you can apply to other industries. You don’t have to give away secrets to your competitors – rather, you want to collaborate with others in the same niche as you.
Do one thing amazing, not five things mediocre and stick to it – it’s the best way to become and remain an influencer in your industry.
Communications Best Practices
Get the latest updates on PR, communications and marketing best practices.
Cision Product News
Keep up with everything Cision. Check here for the most current product news.
Thought leadership and communications strategy for the C-suite written by the C-suite.
A blog for and about the media featuring trends, tips, tools, media moves and more.