Marketing has certainly changed from face-to-face to now digitally. Due to covid people have now adopted the hybrid workplace. More people are spending more time working remotely than in the office. This means we all are constantly connected to the internet. Whether it be on our mobile phones or laptop. It’s now the most common way of communication. Analysis are showing that there are 4.65 billion social media users around the world in April 2022, equating to 58.7% of the total global population and new users are joining every day. It’s no longer a matter of putting an ad in the yellow pages or newspaper – it’s becoming more and more important to reach out to customers especially B2B through LinkedIn, Facebook, Twitter, Instagram, etc.
Social media is part of everyday life for most people, especially L&D Experts. This means that digital marketing is the place where new businesses and experts can start to flourish. However, digital marketing is not always easy to do – especially if it is your first time. If you are interested in finding new ways to promote your expert business as a coach, facilitator, expert, or speaker, keep on reading!
The 3 ways of promoting your expert business are:
– Ask for Reviews
– Get Social on Social Media
– Create an Email List
Ask for Reviews
You may not think that asking your clients for reviews is a big deal, but it definitely is! Research shows that people trust other people’s opinions. Sites like Google Business Reviews and Trustpilot give you credibility and help to spread awareness about your expert business. Google reviews provide useful information and help your business stand out. They also show up next to your Business Profile in Maps and Search.
Trustpilot is an online review community that connects businesses and consumers through genuine feedback from customers about their buying and service experiences. By encouraging your clients to rate their experiences with you on these sites. You can help spread awareness about what makes your business and expert skills so great in their eyes. Plus, positive reviews can help encourage users to give your business a try rather than checking out what other L&D experts have to offer. Potential clients seek out advice and recommendations from peers. On average, reviews generate an 18% uplift in sales, and 79% of customers put as much weight on online reviews as they would on personal recommendations.
Get Active on Social Media
Don’t isolate yourself. Get out there and be social!
Social media is no longer a “nice-to-have” thing; it has become an essential tool for networking, and your expert business should use it effectively to attract followers, customers, and clients. Social media can be your most powerful tool if you know how to use it. Not taking advantage of social media is like leaving money on the table.
Platforms like Facebook, LinkedIn, Instagram, Twitter, etc have become great tools for marketing and advertising your business whether it be B2C or B2B. If you are not using them, you are missing out on a market opportunity to potentially have your brand awareness. Don’t worry about big expensive marketing campaigns – simply start by creating business profiles and pages totally for free on the most relevant platforms. Work on gaining followers by regularly posting interesting and informative content. This is a great way to make your expert business more well-known and to keep your audience base satisfied.
Especially for L&D Experts the main social media tool is Linkedin. We understand generating content can be a draining task while you have to deliver your services. However, there are wise ways to use Linkedin that works in a way that generates leads for you and becomes a place to understand what your customer needs. According to HubSpot, LinkedIn is 277% more effective at lead generation than Facebook and Twitter. Its not only great for lead generation but is proven to be the most effective way to market your content compared to other sites.
Keep in mind that social media sites especially LinkedIn is not for spam posts but to connect and network with each other. Taking the time to develop a marketing strategy that works well for you is vital when making the most out of social media. If done properly, LinkedIn can be very effective for your expert business.
Make sure to sign up for our free Linkedin Algorithm and beyond Masterclass at the bottom of the page to have all the details about it.
Create an Email List and Demonstrating the Value You Can Add
Building an email list is vital for marketing! Emails are still the number one tools that get the best attention among all digital channels. But how do you do it?
– Create a signup form on your website, that’s how you will gather the names and email addresses of people who are interested in your expert services
– Add the names and email addresses from the business cards of prospects that you have gathered to your email list
– Add any other list of people interested in your business with their permission
Once you have an email list – congratulations, you have a fantastic marketing resource at your disposal. Mailings to your list members are tremendously effective. The list members are prequalified because they have already expressed interest in your business by signing up or getting in contact with you.
Tips on how to make the most of your email campaigns:
- Your mailings let them know what your expert business has to offer, and you can keep everyone up-to-date on any special deals, offers, or sales that you might have. Make sure you give them the option to unsubscribe.
- Get yourself into a rhythm of sharing your thought leadership is important for you to hold the pulse of your niche.
- Measure your performance- make sure to record your open and click rates as these will determine how attractive your emails are. Have a look at your E-commerce data as this will allow you to view purchase data from your subscribers.
- Send test emails to make sure the format of the email looks correct on mobile format and web format.
- Try email automatons which allow you to market yourself with little effort
What service do we recommend for this?
The easiest way to get started is with an email service like MailChimp. Just create your account in as little as 30 seconds and sign up for these free newsletters. Promote your new list to your social network and you’re ready to rock. As your expert business builds, you also have the option to upgrade your account. It can scale up with you as your customer list grows. MailChimp is also affordable and allows you to customize your email designs in an easy and effective way. It’s a simple process that can have a huge impact on your business as you get started.
If you’re an expert or business leader, it’s time to start building an email list today.
On the surface, these ways to promote your expert business are very straightforward. However, for any of them to be effective, you must put in the effort and see them through. Whether you’re just getting started or are an established L&D expert in your field, your business as an expert can always benefit from more visibility.
This is why these three strategies can help you promote your expert business and expand your reach to the people who need you most.
Are you struggling to promote your services and business?
Join us on 28th June 2022 4pm CET for our next webinar, hosted by Ekaterina. She is one of our marketing experts. She works with Consultants, Coaches and Trainers offering people-centric services to multinationals who are struggling with all the things they need to do in their marketing to attract more customers.
This Webinar will be all about “Linkedin Algorithm and Beyond for L&D experts”.
Ekaterina will be discussing:
1️⃣ Factors that influence the performance of your content on LinkedIn
2️⃣ Behaviour that LinkedIn encourages in its users and what gets punished
3️⃣ Content and online marketing strategies that L&D experts should adopt for better results