Build And Monetise Your Authority - Part 3/3 [Visibility Tools, Techniques + Tactics]
Now we know what it means to monetise knowledge and expertise, ways to go about and the formats that are possible to do so, it’s time to tackle the final part: visibility + promotion. Because – if you can’t be found, you can’t be considered.
To get us started, we need to go a step back again and review your ideal decision maker. Who is it that can open doors for you, make introductions or even have the final decision making power? When we know that, we can then get clear where this audience hangs out and where we can find them and they can find us.
Think about where your decision maker would likely look for information and build their own profile and presence?
Is it likely to be via a podcast, blog posts, how-to videos, online courses, conferences, industry publications, news sites? Highly likely it’s not just one channel but multiple.
For me for example, it’s mainly LinkedIn, followed me in person speaking engagements that I usually monetise in 2 ways: firstly getting paid to speak but 2) through backend offers like 1:1 coaching programs or enrolments to one of my group/ online programs.
The last way for me is Instagram. I use it more like a creative outlet. Yes, I have had some clients coming through Instagram but if we think of the pareto effect, I definitely get 80% of my business through LinkedIn + speaking engagements and 20% through Instagram and podcast listeners.
Visibility comes down to being seen by the right people and for the right reasons rather than just being everywhere. This is where the celebrity/ influencer status would come in but remember, my Trusted Authority framework is for professionals who want to be known for their expertise and monetise their knowledge; not their name through being a celebrity with no substance.
There is nothing wrong with it but this is not what I know neither what I’m interested in so I’m also picking my battles what I want to be known for.
Visibility starts with having a clear point of view, a promise that you want to be known for and being clear about your point of difference to others with similar background. Then you know which platforms to focus on, the type of partnerships you want to embark and also the type of audiences you want to get in front of.
This could literally mean another department in your company if you’re interested in changing careers or roles but stay with your current business. A couple of ways to go about this is to a) organise events like lunch & learn sessions on topics that benefit the wider team and you can either interview a leader from this department or simply inform them personally about the initiative.
This gets you on their radar. Sometimes you may not have the chance to personally talk / write to them but it could be announced through an internal comms system and your name is associated with this initiative. It could also include running a fundraiser for a certain cause that’s connected to your business and gives you an ‘excuse’ to personally talk to the leader from the other team.
One final, and very easy way, to get attention is by volunteering for projects and tasks. It might be to get involved in the social club if you have one or simply volunteering taking notes in a meeting and sending them out afterwards. Guess what? Your name pops up in their inbox and big part of being trusted is recognisability and memorability. The more familiar we are with someone, the more we trust them.
Some of my visibility strategies – which are constantly evolving – are:
Pitching to podcast shows and industry publications. I personally use HARO and Sourcebottle a lot. I have been featured in the CEO magazine, news.com.au, Ticker live TV and Marie Claire thanks to those platforms
Guest speaker for other people’s masterminds and group programs
Applying to be a guest speaker at conferences and events
You see- there is no limit and the more comfortable you are with your message and your craft, the higher you pitch and aim for. Do you start with live TV appearance? Probably not. But it can and certainly should be on your radar down the track.
You’re never ready.
You become ready by going before you know it all and have done it all because that means you’re not growing anymore and stagnate.
The final takeaway
There’s never a better time to monetise your expertise that you already have and use everyday in a different and/or multiple way than what you do now.
It may be through adding another income stream through a board role or paid speaking engagements or to make your expertise your fulltime business by offering courses, coaching and consulting programs.
Whatever your short and long-term goals are: it helps to start before you’re ready and before you actually need it. You don’t build your audience from one day to the next and you certainly don’t nail your message and offer overnight.
If you want to follow a proven roadmap how you can go from being the technical expert who solves a problem in your company to become the trusted authority in your industry who’s known for what you know, then I’d love to invite you to my next intake of the trusted authority roadmap! We kick off in May and doors are open. However, we have only 15 spots as the program entails done for you services and 1;1 coaching. So to save your spot, hop over totrusted-authority.co or send me a DM to see if the program is the right solution or where you’re now and where you want to be. I’m very direct and will tell you if it’s a good fit and also if it isn’t. I’m Austrian in the end and very direct. So there’s no hard selling because I definitely only want to work with those who I know I can support and who resonate with my style.