Internet Marketing 101: Position Yourself as an Expert

By now, you probably know that prospective customers are turning to the internet when they need services. Whether you’re a lawyer, a landscaper, or a real estate agent, you can rest assured that customers in your market are turning to Google when they are looking for these services.

If your business isn’t showing up, you obviously aren’t going to win their business.

Fortunately, strategies like Pay-Per-Click (PPC) advertising and Search Engine Optimization (SEO) can ensure that prospective customers find your business.

But simply being “found” isn’t enough—you have to give prospects what they’re looking for. In most cases, they’re looking for one word: expertise.

Given a choice, virtually every consumer would prefer to work with an expert in their field, rather than a nondescript “Joe Schmo”. Think about it—if you’re choosing an accountant to handle your taxes, you’d prefer a recognized expert, wouldn’t you?

Your customers are no different. They want an expert. So how can you position yourself as such through your internet marketing efforts? Below are three strategies that have proven to be successful for our clients:

1) Publish a blog. An industry-focused blog positions you as a “thought leader” in your industry. It establishes you as knowledgeable, informed, and as a good communicator. And, your blog gives your audience the chance to connect with your personality—they’ll feel like they know you before they’ve even picked up the phone to call you.

2) Secure testimonials. There’s nothing like a long list of testimonials from satisfied clients to establish instant credibility. If possible, utilize video testimonials. If not, do your best to at least secure a photo of the individual giving the testimonial.

3) Maintain an active and relevant social media presence. These days, customers expect your business to have a social media presence. If you don’t, they’re going to wonder why. But simply creating a Facebook page and a Twitter profile isn’t enough. Use your social media presence to comment on breaking news in your industry and to share valuable tips and information with your audience.

When a potential customer searches for your name on Google, what will they find? Will they find a wealth of information that demonstrates your expertise and your qualifications? Contact us today if you’d like to learn more about positioning yourself as an expert online.

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Spotlight Branding

Spotlight Branding is a content marketing and branding firm for lawyers and other professionals. Our goal is to help you create an online presence that positions you as a credible expert in your field, keeps you connected with your network in order to stay top of mind and increase referrals, and to become more visible online so prospects can find you!