Lizz Harr, marketing consultant and expert, and Michael Zipursky discuss the importance of consultants becoming visible experts. They highlight the connection between content and commanding premium fees, as well as the value of leveraging insights from other experts. They also touch on the best types of content for generating traffic and leads, finding a balance between long-form and short-form content, and determining consultant rates based on value and expertise.
Creating valuable content is key to becoming a visible expert and standing out in a crowded marketplace.
Specializing in a specific area of expertise leads to faster and more profitable growth.
Collaborating with other experts in the industry enhances visibility and credibility.
Deep dives
Becoming a Visible Expert by Creating Valuable Content
Creating valuable content is key to becoming a visible expert. Content, such as blog posts, podcasts, and videos, allows consultants to showcase their knowledge and expertise to potential clients. By sharing insights, case studies, and stories, consultants can demonstrate their credibility and build trust with their target audience. Valuable content helps consultants stand out in a crowded marketplace and positions them as experts in their field.
Specialization as the Path to Success in Consulting
Specializing in a specific area of expertise is crucial for success in consulting. By focusing on a particular niche, consultants can differentiate themselves from their competitors and attract clients who are seeking specialized expertise. Specialization also leads to faster and more profitable growth, as clients are willing to pay a premium for consultants who are recognized as experts in their field.
Leveraging Partnerships to Expand Reach and Credibility
Collaborating and partnering with other experts in the industry can greatly enhance a consultant's visibility and credibility. By aligning with other experts, consultants can tap into their networks, share resources, and co-create valuable content. Partnerships also create a halo effect, where the expertise and credibility of the partner can reflect positively on the consultant. Embracing an abundance mindset and viewing partnerships as opportunities rather than competition can lead to mutually beneficial relationships and increased success for all parties involved.
The changing algorithm of LinkedIn and its impact on visibility
The podcast episode discusses the changing algorithm of LinkedIn and how it affects the visibility of users' posts. In the past, it was recommended to post frequently and be active on LinkedIn. However, the algorithm has now changed, and posting more than once in a 24-hour period may risk getting your second post suppressed. The algorithm now prioritizes posts that receive high levels of engagement. Strategies such as asking questions or offering something in posts can lead to more engagement and increased visibility. The podcast emphasizes the importance of focusing on value and creating content that resonates with ideal clients.
The importance of being a visible expert and strategies for building visibility
The podcast highlights the value of being a visible expert and the advantages it brings to consultants and firms. Visible experts have the potential to command higher fees compared to average consultants. Building visibility requires a multi-dimensional approach, not solely relying on one channel or type of content. It involves creating long-form content (e.g., blogs, white papers) for trust-building and shorter form content (e.g., LinkedIn posts) for being found. The podcast stresses the need to focus on value creation and specialized content that resonates with ideal clients. It encourages engagement with others, such as commenting on their posts and sharing their content, to generate goodwill and foster connections.
In this bonus podcast, Michael Zipursky speaks with Lizz Harr of Hinge Marketing on how independent consultants and small firms can become visible experts:
✔️ The one thing successful consulting business owners all wish they could have done earlier
✔️ How we built Consulting Success® by starting with a simple blog
✔️ The best type of content that gets the most traffic leads, and clients
✔️ The link between your content and ability to command premium fees
✔️ How to leverage the insights of other experts in your content
✔️ What's working best for LinkedIn content in Q4 of 2023
✔️ The different kinds of visible experts (so you can find your ideal content style)
✔️ Why every consultant should strive to present and speak in front of a live audience of ideal clients
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