Specialization has become a sign of the times. Largely as a result of Internet search capabilities, buyers can purchase goods and services on a highly targeted and specialized basis. Let’s say someone is interested in acquiring consulting services for his gardening business. The buyer can most likely find a multitude of expert gardening consultants and then refine his search even more by securing an expert that specializes in businesses of a certain size, in specific regions of the country, even in those that are seasonal or open year-round.
In order to stand out and get noticed as a business leader, specialize and promote yourself as an expert in your field. Here are some tips:
1. Become a speaker at trade associations associated with your business. Practice your delivery to ensure a great presentation. When you become a speaker or are on a panel at a conference within your industry, you automatically, by perception alone, become a trusted authority.
2. Hire a public relations firm to represent you. PR is a relatively low cost and highly effective way to promote yourself and your business. Make sure you have clear goals and expectations for the firm you hire. The firm can send out press releases to the media and trade publications in your industry and secure stories about your company’s unique products and services, employee news, and community involvement.
3. Create a blog on your business website. Make sure to provide interesting and compelling content and update it frequently. Don’t be afraid to be controversial and different. The idea is to get noticed and to be respected as a forward thinker and innovator in your field.
4. Host regular webinars (online seminars) in which you lead discussions and field questions in your specialty. There are many good webinar programs available today that make this turn-key.
Jeff and Rich Sloan
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