Every business is an expert at something. Sharing that expertise online is a crucial component of marketing success. Your expertise matched to customer needs is the groundwork for business development.
There are three great ways to establish your expertise online: social media, LinkedIn and forums. In this post I look at each.
All social channels are great platforms to share your knowledge and insight. Among your options, you can leverage the short format of Twitter, the visual format of Instagram, and the longer posts allowed by Facebook.
People use social media to learn things and to connect. When they find content of value, they can read, engage and follow for the longer term. All of these actions are a win for your brand marketing.
Be most effective by sharing a variety of content. You can offer your own words and images as well as share and engage with content from others. In everything you do, be sure to highlight your expertise and the key value of your brand.
LinkedIn is the social platform for professionals, but it deserves separate mention as a means to establish your subject matter expertise. Like other social channels, LinkedIn allows you to post regular updates. Added to that is the option to post articles.
LinkedIn articles allow you to do a deeper dive into a topic. The platforms’ tagging system exposes your content to everyone interested in the topics you choose. This is a great opportunity to expand your influence.
There was a time when most interaction online happened in discussion forums. Social media has eclipsed most of these, but there are still very strong discussion communities online. Quora and Reddit are two examples. There are also countless discussion forums supported by industry groups and professional organizations.
Forums allow you to ask questions and to offer answers. Both activities position you as an expert in your topic area. Taking time to make valuable contributions will earn you a following. When someone needs your expertise, they will know who to tap.