What would
you do?

What should our zebra friend do to help position themselves as an expert in their field?

Click on the options below to reveal whether or not it’s the right move.

Write a blog and create whitepapers

Yes! This is great idea. A Whitepaper is a term for an essay, article or helpful guide on a particular subject within an industry or area of interest.

They often have an element of research or findings that separate them from just your professional opinion. Nothing wrong with a bit of expert opinion of course. It’s just things like blogs and articles are more suited to that. Whitepapers have more meat on the bone.

The more that is invested into a whitepaper as a genuine study, the more likely that others within your industry will reference and link back to it. Also consider research-based ‘cheat sheets’ and infographics.

Re-write pages from competitor websites

Ah. We see what you did there, but no. While it makes sense to study competitors websites, it’s not a good idea to rehash their words and pages.

Sure, make a note of what they might have done well. But when it comes to content, you have your own story to tell. Your brand, your service, your clients. Put yourself in your customers shoes. A prospect, arriving on your web doorstep.

What searches brought them there? What have they come to do or find out? Create your content to help them along the way and tell a story that is unique to your business. That is the best way to showcase your expertise.

Talk at a show, exhibition or event

Hot dog! Why only exhibit at an event when you can speak there too. This is perhaps one of the best ways to benefit most from the advice you can give.

Event organisers are always looking for good speakers to fill the seminar slots at a show. Of course there’ll be your keynote speakers, and perhaps some well known names. But events often put on speaking slots, seminars and workshops throughout the day.

Just make sure you’ve something helpful, insightful and of value to offer the attendees. No sales pitches though. Give up your time to deliver something of real benefit to the people paying attention. Raising the profile of you and your stand is the payoff.

Contribute to discussions on LinkedIn

Yes! Great place to start. Unlike other social media platforms, LinkedIn can be a great place to generate B2B business.

Of course you should be posting regularly and publishing articles on LinkedIn but unless you write about something particularly controversial, you’re far more likely to see greater engagement from joining in a jolly good conversation.

There are lots of active groups on LinkedIn, and on many a day you’ll come across people asking questions you can help with. In fact, such is the nature of LinkedIn your fellow connections will likely bring them to your attention, recommending you in the process.

Again, such as the our advice above. Seek to assist, not to sell. This is what will position you as a genuine expert.

Criticise competitors

Whoa! Hold your horses. As tempting as it is at times to bubble around your competition, you have to be careful here.

Directly criticising a rival to elevate your position might seem like an easy, and perhaps deserved, way to get a leg up on your competitor but it doesn’t always work out that way. It’s much better to focus on what you do well rather than finding fault with others.

So if you are going to highlight a flaw, make it a comparison based on facts, rather than just opinion. Happy, successful people don’t tend to say negative things about others. So sure, say you’re better because X, but keep it factual and fun.

Write guest articles for other publications

Roger that! A great way to raise your profile and build credibility is to feature on other websites and in printed publications.

Editors of industry-related and local business publications are always on the look out for opinions and content for their magazines and websites. Try to keep in touch with the editor and always send in stories from your business. No, not that someone stole Sally’s sandwiches again, but things relating to growth, charity, or new tech.

Ensure the press releases are well written and include a professional photo. Sometimes, if you take adverts out in these publications, you can find the free PR opportunities also increase. Funny that.

Go networking and tell everyone what you do

Close, but no cigar. If you want to build a reputation as the go-to-guru for what you do, then networking is a solid place to start.

It gives you the opportunity to meet people and help them out with a bit of expert advice. At many networking events, there’s often the opportunity for a speaker also, so that’s worth a look. But the most powerful thing about networking is, well, networking.

Regular networking events not only offer you the ability to showcase your knowledge through advice, but they also build trust. Then people tell their friends, who tell their friends, who tell their friends. Word soon spreads that you’re the person they need to be talking to.

Host a live Q&A session on social media

There is perhaps no better way of positioning you and your business as the expert, than actually being ‘the expert’ on a TV or radio show.

Granted, we can’t all be on TV. However, small businesses can often host phone in Q&A session on local radio – especially in association with an ad package. But the good news is, you don’t need either of these 1960’s marketing channels.

You have Facebook. And YouTube. And Twitter. All of which offer YOU the ability, in your own office, home or underpants (Best keep the underpants for Twitter) to host live sessions where you can answer questions from people interested in what you do. Serious expert points!

Pay the kid promising the top of the Googles

Err, no. Sorry. Getting the nod from Google would suggest that your website is relevant and credible, positioning you and your business as experts in that subject and/or location.

So whilst it’s true that getting your website listed within the top results is a good thing, no one should be promising top spot. SEO is a long term strategy featuring consistent ongoing activity to ensure your website is relevant, credible and user friendly as possible. Your actual ranking is dependant on many factors outside of your control though, so anyone promising success is telling pork pies. However, there is still a lot of good seo practices that can be done by credible local experts.

Taking Google Ads can ensure you’re listed at the top of the search results, and of course there may be a time and place for this for most businesses. Less credibility associated with this move though, and many searchers in fact ignore ads altogether.

Speak to your local Nettl team about ways in which to showcase you and your business. How can we help you build a community? How can we help position you, your company and brand? What resources do you need to create and how will you amplify for maximum reach? We’ll put these answers on a postcard. We can even print the postcards.