Residential SW Washington

Marketing tip: Position yourself as an expert

To stand out from the crowd and attract new customers, build your reputation as an expert in your field. Here are a few ways to get started:

  • Articulate your expertise. How can you quickly define your expertise from the perspective of a customer looking for someone to help them solve a problem? You might say, “I’m a home weatherization expert who has helped 3,000 families stay warm” or “I’m an expert at helping homeowners track down wasted energy and reduce utility bills.”
  • Show and tell. Use your website, social media and marketing materials to showcase your expertise. Make short how-to videos or write blog posts that address common problems and solutions. Tell the story of successful projects with photos and brief descriptions. Tell your own story, including how you built your expertise and why you love what you do.
  • Build your network. Get involved with a business networking group or service organization in your community. Face-to-face networking provides a great opportunity to establish your expertise, give and receive referrals and hone your communication skills.
  • Get covered in the media. Media coverage is a powerful way to build your credibility. Start small by offering yourself as an expert resource to community newspapers, local radio and TV stations, neighborhood newsletters and local bloggers. Consider signing up as a source on Help a Reporter Out, a free networking resource that connects reporters with sources.