The Secret to Selling Your Expertise Online
If you’re in the service industry—whether it’s coaching, consulting, legal or even financial services—you probably know how important it is to spread the word about your expertise, experience and background. Some say your biggest challenge is selling an intangible. I disagree. The real challenge is selling your intelligence.
Sure, you can create compelling web content that tells visitors about your education, your services and why you’re the best choice. But…won’t it be even more effective to also show them your expertise and allow them to reach that conclusion on their own?
Lanier Law Firm
So what’s the best way to show off your know-how and expertise online? It’s simple. Distribute and publish new and unique content constantly. By publishing new content about your company, your industry, or just “a-day-in-the-life,” you’re opening a window into your intelligence. Even if a prospect isn’t ready to take action at that time, they’ll likely remember you as someone who’s “on top of their game.”
An example of a company who understands the practice of showing its expertise is The Lanier Law Firm. The site is not terribly sexy—but click through the news section and you’ll quickly see that Lanier knows its stuff. The site includes article after article on the latest legal happenings and their stance on the issues. The clip of CNBC’s coverage of a recent case adds even greater credibility. You can bet Google already loves the mix and frequency of Lanier’s content. What else could Lanier do to take their content strategy to the next level? Podcasting. A blog. Perhaps even Flickr photos pertaining to their areas of practice. They certainly could add some social sharing tools to their site, as well, allowing visitors to Tweet, Digg, Mixx, etc.
Although it may seem easy, the practice of creating regular content is no small feat. The key is devising a content plan, clear processes for reacting to “breaking news” in your industry and a commitment to building online content regularly. Not only will you build a solid reputation online–you’ll likely create relationships and trust that no FAQs page could ever do.
[…] This post was Twitted by goldasich […]