How to establish industry expertise to grow your business

By Posted in - Public Relations & word of mouth marketing on January 12th, 2012 0 Comments

We work with Brains on Fire, a word of mouth and identity company based in Greenville, S.C. This wonderful company helps grow word of mouth movements for brands – and has some amazing case studies to back up their experience.

Photo courtesy of Brains on Fire

They’ve helped craft so many successful word of mouth movements,in fact, that now several of the company’s leaders are regularly invited to travel across the U.S. and internationally to speak and inspire others how to do it, too. They even published a book on the subject, Brains on Fire: Igniting Powerful, Sustainable Word of Mouth Movements (it’s a great read, by the way). Speaking at international conferences, hosting a widely-read blog, publishing a book — Brains on Fire leaders use all of these tools to establish their expertise on how to build word of mouth movements.

People trust experts. People want to work with experts.

How can you establish your industry expertise to help build your brand?

Get in on the conversation: Whether it’s commenting on a blog, writing a letter to the editor or engaging in social media, identify the conversations happening in your industry and get in on them. Weigh in with your opinion and back it up with real-life examples to prove you know what you’re talking about. Give people a reason to want to keep talking with you.

Lead the trends: In your industry, what are the trends impacting business today? What game changers are on the horizon? Put your industry experience to work and offer commentary on how these trends will affect companies and their customers. You can do this through your own blog (if you have one) or offer to guest blog on a well-read industry site. Remember — you’re not there to sell yourself or your company, you’re there to demonstrate your expertise in the field.

Be a news sponge: You may think there aren’t enough hours in the day to read another blog, another newspaper, listen to another commentary. But successful experts are ones that are always hungry for new information. Make sure you’re up to date with the news channels and reports specifically relating to your industry, and that of your customers.

Brains on Fire is now a sought-after word of mouth firm because they’ve established their expertise in the field. How are you sharing your industry knowledge to educate, inform and motivate people around you, and grow your business?


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