Identifying your expertise:

Going viral and getting a huge following is going to get you lots of customers, right? Not necessarily. Think about the value of your specialty and the niche audience you might attract.

Louise Poole and Andy Le Roy, giving you the insights that empower you to become an expert in your field

Elevating Experts!

Louise: Why are we on social media? Who are we trying to connect with and why?

Andy: What are the social media groups and accounts you follow? Are they constantly going viral with their content or do they consistently post content you find interesting?

Louise: What was the last viral video you remember seeing?

Andy: How about the one before that?

Louise: Did it inspire you to stay connected to the page that posted it?

Andy: Maybe it would be better to build your community more steadily over time, rather than trying to be the next best thing, that people remember until the next best thing comes along.

Louise: Let’s talk about Belinda, a tiler who specialises in tessellated flooring.

Andy: A pretty specialised field with an audience ready to admire her work!

Louise: Exactly. Belinda does all kinds of tiling, but the jobs she loves most are the ones where she gets to work on the intricate patterns and designs.

Andy: Belinda’s brand voice is one of an expert who loves what she does, and appreciates a job well done. She’s got a great sense of humour as well, and doesn’t take herself too seriously.

Louise: Amongst her posts, Belinda speaks of her appreciation for old houses and the different styles of tiling. Her audience are the types of people who love old world design and might even be looking for some inspiration for their own house.

Andy: Every now and then, Belinda finds some really strange tiling choices made in decades past. It might be the avocado green splashback in perfect condition… almost a shame to demolish and replace, or maybe a funny example of a tiling job gone wrong that she chooses to share with her followers.

Louise: When it comes to Belinda’s posts, they will usually have a theme around tiling, or old houses, or even places in her locality.

Andy: By following this recipe, Belinda is finding her niche. She is building trust and credibility. 

Louise: When people in the local area think about a tiling job that needs to be done, Belinda is top of mind because they’ve seen so many of her beautiful posts, showing off the professional finish of her craft.

Andy: Sure, Belinda could focus on posting sensational videos to build up her following, but out of all of those people who give her a like, how many will be interested in what she actually does?

Louise: That’s why putting the right strategy in place to build your community is always going to get you the connection you’re after. 

Andy: Belinda knows what she’s good at, and knows what her audience loves: her expert take on specialised tiling.

Louise: So what’s your specialty?

Andy: Are you a veterinary practice that specialises in geriatric animal care?

Louise: Maybe you’re an IT company that specialises in fool-proof home set-up.

Andy: Whatever you specialise in, your audience is waiting to connect with you. Share your interest and, dare I say, passion.

Louise: Don’t get caught up in marketing speak and advertising lingo. Be yourself and build your community organically. Then when you decide to run a promotion or advertising campaign, you will see even better results.

Andy: When it comes to connecting in the right way, think about talking to a well connected community, rather than trying to be seen by everyone.

Louise: This is a good time to recap on what we’ve covered today

Andy: Don’t think viral, think sustainable

Louise: Identify one thing you do better than anyone else because of your interest in it

Andy: Make your posts about what you love and connect with people who love the same thing

Louise: And always think about the power of speaking to a well-connected niche instead of large, easily distracted mass

Andy: Today’s hints and tips are in the show notes, remember to drop us an email and let us know how your community is growing!

Louise: Next time on Elevating Experts, identifying your most critical elements.

Elevating Experts with Welcome Change Media, giving you the insights that elevate you as an expert in your field. Mondays, Wednesdays and Fridays.

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