In case you missed my last post: How to build prospect trust into your marketing. Prospects aren’t experts – that’s why they consider engaging us. And that requires a leap of faith, aka trust. But we can build trust (confidence/competence/ benevolence) into our marketing. One way to do that is with LI recommendations.
On to this week: Most small BVFLS practices are geographically limited. Much of the work these practices do is for clients who are located, say, within a 5- to 25-mile radius if they are situated in or near a large city and maybe a 25- to 100-mile radius as they become less urban.
On the other hand, some BVFLS practices have a regional or even a national scope. For them, geography is less meaningful or not meaningful at all. These practices “travel well.”
Do you want to expand the reach of your practice … locally, regionally, or nationally? You probably do. So how do you do it?
There is a new strategy gaining momentum: micro-influence. And if we want to expand the reach of our practices – locally, regionally, or nationally – we need to embrace it. Micro-influence is created when 4 points converge:
- When specific expertise …
- Uses a specific medium …
- To reach a specific audience …
- In a specific geography.
1. Specific expertise = what are we really good at
Most practitioners position themselves to do all the work they could be hired for rather than the work they are best suited for. For example, the other day I saw a LinkedIn profile that listed “15 key competencies.” Really? Would you believe anyone who touted 15 key competencies?
So what work (or practice area) do you enjoy doing? What clients (or industry niche) do you like serving? Make THAT your specific expertise.
2. Specific medium = how do we communicate our expertise
There are many options available for us to communicate our expertise: ads, articles, blogs, books, email, public relations, podcasts, seminars, webinars, websites, and videos.
We can use these options to focus on our strength in writing, speaking, and broadcasting. And if we are consistent and persistent, our efforts gain momentum and our audience grows month over month, year over year. Think of this as compound marketing.
So for you, what are the 2 or 3 or 4 media options that would showcase your expertise … that can feed off of each other … and that if done consistently and persistently would create a compound marketing effect?
3. Specific audience = who wants or needs to hear from us
Based on our specific expertise, who are the people who want or need to hear from us? And also, who are the people who influence those people?
Now, what media will be most likely utilized by that combined and connected audience? Do they read, watch, or listen? For example, the explosive growth of podcasting is partly due to people’s desire to listen to content – of any type – during their work commutes.
So who is the audience that can send work your way? And how do you best reach them?
4. Specific geography = where are those people located
Many practitioners I talk to do not believe they can “major in” a specific expertise because there are not enough clients in their city to support that kind of a practice. But if we have expertise that is needed by local, regional, or national clients, we can be micro-influencers with local, regional, or national practices.
I am not saying you want or need a national presence. But it is possible …
Gary Trugman lives in Fort Lauderdale, Florida. He advertises his divorce expertise in local bar association journals. Over the years, that compounded into word of mouth that gave him a national practice. You could do that.
Jim Hitchner lives outside of Atlantic City, New Jersey and uses webinars to convey his expertise. The webinars reach a national audience. He has a national practice. You could do that.
Russell Parr lives in rural Bucks County, Pennsylvania. He has expertise – intellectual property – that is sought after by national clients. His books on the subject gave him a national practice. You could do that.
If we want to, we can expand our practices – locally, regionally, or nationally. We can make expertise, medium, and audience converge by focusing on our positioning (who we serve), our messaging (what makes us different), and our marketing (where we show up). The geography will be a function of how much – or how far – you want to ramp up.
In real life
It all begins with specific expertise – being known for what you know, advancing your perspective of it, and being recognized for it. I call that Authority, and it allows you to scale your expertise beyond your geographic boundaries. You can’t be everywhere but your ideas can be.
* * *
So that is this post’s practice development message.
Hopefully, you can put it to good use.
How can I help you move in the direction of a micro-influencer?
And if you are looking to grow your BVFLS practice faster and smarter so you can get more time, money, and freedom from it – subscribe to my YouTube channel.
Where I will be
If I’m coming to you, let’s meet up!
Mar 06-24: San Antonio, TX
Jun 10-12: Toronto, ON (speaking at CBVI Congress on Jun 11)
Jun 17-20: Philadelphia, PA (speaking at NACVA Conference on Jun 19)
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