How to Stand Out as the Go-To Expert on your Membership Topic
You know your membership topic inside out, so potential members should instantly want to sign up to your site, right?
Unfortunately it doesn't work like that…
You need to lay some groundwork first so that potential members know exactly what they’re signing up for.
And part of that is building trust…
Trust that you know what you’re talking about and can help them solve a particular problem that they're facing…
In other words, they need to be sure that you're the expert that can help them…
And that’s not always an easy thing to do, especially if you’re new to your industry or operate in a competitive market.
So how can you stand out as the go-to expert on your membership topic?
Well, there are a number of ways that we're going to explore, but first we should answer an important question…
Why is it important to be seen as the go-to expert in your field?
It's a majorly important aspect of marketing your membership…
If you're starting from scratch or are an unknown entity in your industry and are publishing your sales page and hoping for sign ups, then we have some bad news for you…
It's just not going to happen.
After all, how can they sign up without actually knowing that you exist and what you can do for them?
As a membership owner, you’re selling knowledge and expertise…
And that's not tangible…
So you need to demonstrate that knowledge and expertise to help your potential members decide if they want to buy from you.
Without any pre-established authority we're asking people to take us at our word that we know what we're doing, and that's a very big ask!
When people consider whether or not to become a member, they usually ask themselves a few common questions about you:
- Are they legit?
- Are they credible?
- Can they deliver on their promises?
- Is there proof that they can deliver on their promises?
Before members sign up, they want to be able to answer “yes” to all these questions.
Building authority in your industry means you can channel that reputation into your membership, so when people visit your sales page they know you're the real deal.
So now we're clear on why it's important, let's look at ways you can actually stand out as the go-to expert on your membership topic…
1. Cater to a niche market
We've said this before and we'll say it again – the most successful membership businesses cater to a specific niche.
Honing in on that market – understanding its problems, challenges, needs and wants – and creating a membership that addresses these things, will without doubt help you build authority and become the go-to expert for that niche.
Naturally, people worry about pigeonholing or narrowing down too much…
But, when done right, your niche could be just the thing you need to set yourself apart.
And you can have incredible successful in a small niche too, something our Academy members Lisa Leander and Shannon Rogers have demonstrated.
It also makes it easier for people to recommend or refer you…
Rather than being the person who knows a little bit about lots of things, you’ll be known for something specific and the expert in your field.
If you eat, sleep and breathe that niche, it is so much easier to be recognized and, in turn, recommended.
2. Create quality, free online content
We all know that in this age of social media that content creation is key to running a successful business…
But, for new businesses, projects or start-ups, it’s even more vital.
This free content can come in the form of YouTube videos, podcasts, blog posts, and live streams on Facebook, YouTube or other platforms.
Regularly posting and sharing graphics or videos on Twitter, Instagram or even TikTok could also be very helpful (depending on your target market.)
Now, this may make some of you flinch…
It’s very easy to fall into the trap of not wanting to offer anything for free…
But cresting free content is a great way of directing traffic to your website and demonstrating your expertise to your audience.
Think of it as giving potential members a taste of what they could have more of.
People are so much more likely to be interested in signing up if they already have a strong idea of what it is you do.
In creating this content, you're quite literally making your voice heard…
This is how you reel people into your ecosystem….
So even if they're not ready to join your membership now, they're in your world…
And the more they're exposed to you, the more credibility is built so that when they get to the the point when they're ready to join, it's a no brainer.
For all of the other benefits of content marketing in terms of your sales funnel and generating traffic…
The BIG BIG benefit for membership owners is that you can establish credibility and become identifiable as the go-to expert in your subject area.
3. Guest on other people's content
Another benefit of creating content is that it opens the door to you developing key relationships with other influencers in your field.
This can result in you making a a guest appearance on their content, thus expanding your reach and authority even further.
Contributing guest articles or appearing on someone else's podcast or YouTube channel as a featured expert, adds to your credibility through association.
It gives you the opportunity demonstrate your knowledge and expertise via a new platform and further adds to your reputation.
4. Find the customers yourself
You can’t just rely on new members falling in your lap…
Do some digging and figure out where your potential members are.
You can look for them by:
- Locating relevant Facebook groups
- Searching appropriate hashtags on Twitter
- Searching relevant terms on TikTok
- Replying to the tweets of relevant people
Create content in these places so your target market sees what you’re all about.
But don’t just wait for likes and comments…
Reach out and network too.
5. Write a book… believe it or not!
Old school we know…
But publishing a book is an awesome way to build a reputation in your space…
And nowadays, self-publishing makes getting your knowledge out there in book form a whole lot easier.
Sites such as lulu.com and Amazon Print-on-Demand make even publishing a physical book simple.
You’re not just restricted to Kindle or digital copies anymore.
Writing a book may seem like a dated tactic to some but it is still an excellent avenue for tapping into a new audience.
It’s also a helpful prop as you try to establish yourself as an expert in your field.
6. Get yourself on the public speaking circuit
It might seem like a huge challenge at first, but public speaking is a great way to build a level of trust and authority within your industry.
It’s easy to look at grand events with high-profile speakers and think to yourself: “I’ll never be able to get there”.
You will, but start small…
Begin by speaking at small events and gradually climb the ladder and your credibility will slowly increase.
Even if people don’t make it to these grand events, having photographs of you on stage at conferences on your site and social media will be a huge help when it comes to proving your worth.
Not only that but the speeches you make could also be repurposed into audio to post online.
You could also create accompanying blog posts, quote images, paid material for your membership site, and so much more!
Building authority can be a trickier and lengthier process than a lot of people think…
But it’s so important to take the time and effort to do this if you want to position yourself as the go-to person in your field…
It will help you get known, increase your referrals…
And most importantly, drive sales for your membership!