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Are You a SME?

We are all subject matter experts (SMEs) for something. Few of us really leverage that expertise to its best potential in our online marketing.

Highlighting your expertise can benefit any business. It shows that you have a high level of knowledge about your field. Further, algorithms used by search engines and social media platforms, look for and elevate content from SMEs.

Know Your Niche

The first step in leveraging your subject matter expertise is to define it well. You want to have a clear focus on what it is that you know especially well. Narrow expertise is fine, and may even be helpful.

Concentrate on a highly specific area of your industry. Don’t recommend everything you come across or try to spread your reach across the entire field. Stick to what you know well.

The more specific you are, the better. For example, if you want to become well-known in the auto industry, don’t start a blog that discusses all things about cars. Focus on one aspect, like the safety issues and features or car repair.

Create Quality Content

Share content online that demonstrates your expertise and the valuable insight you have. Content can be blog posts, articles, interviews, images, infographics, podcasts, etc. Pick ways that you are most comfortable with, because you will need to create a consistent stream of content.

Make sure that every piece of content you create delivers genuine value to people who read it. An expert should add value over the other information already available. That’s the key to gaining attention.

Share Subject Matter Expertise Widely

Share your content everywhere that people who are interested might be. You can’t just post on your own blog and social media pages. You need to get your name out there.

Join related groups and post. Guest blog. Comment on content from other experts in your industry. When people look for content related to your industry, you want your name to be part of what they find.

Think Network

You need a network. Your network should include industry professionals who will help increase your knowledge, standing, and connections.

Social media is key when it comes to this. See who the people you admire are following to get ideas about who else to connect with online.

Networks are a two-way street. Connect and also interact. Regularly engage with your followers and share new information with them.

5 Steps to Develop an Influencer Marketing Campaign

An influencer marketing campaign uses people with networks and interests that can help share your brand message. There are five steps to develop an effective influencer marketing campaign.

Set the Goal for Your Influencer Marketing Campaign

To build a successful influencer marketing campaign for your business, know your marketing goal and define a campaign goal that supports that goal. You will want to tap into what influencers do best – influence.

Influencers can help:

  • Content promotion
  • Product
  • Product advantage
  • Content creation
  • Event management

Identify Your Influencers

Social media influencers are social media users who have an established credibility and audience. These are users who persuade others.

Influencers typically:

  • Have a large and engaged audience
  • Active on social media and post frequently
  • Authentic, credible, respected
  • Relevant to your brand or industry as evidenced by the content of posts and/or the people in their audience

Know what you are looking for and then find the influencers that fit. The easiest way to find your brand influencers is to use search tools on various social media channels to explore who’s already posting about your brand online.

Also look for recommendations. Social influencers tend to know other influencers. Once you’ve identified influencers , ask them to recommend others who are similar. Some social media networks will give you recommendations when you follow an influencer on the platform.

Reach Out to Influencers

To start these relationships off on the right foot, make sure you focus on building a strong relationship. Reach out directly to influencers and get to know them. Give support and information before you start to ask for anything.

Provide Rewards

Offer appropriate incentives for influencers you partner with. Influencers are not necessarily looking for monetary rewards. Consider their interests:

  • Increase their reach/grow their audience
  • Quality content
  • Perks like insider scoops, product previews
  • Unique experiences

Measure Your Marketing Results

Define your measures of success and take periodic assessments. As with all social media, influencer marketing should be viewed over the long-term. If you take time to create healthy relationships with influencers, you should see results over time.

Adjust to do more of what works well and less of the activities that aren’t showing results.