Providing Value2:40 with Paul Boag
A key to building your business is showing your audience that you are knowledgeable and great to work with. One way to do this is by freely sharing your expertise.
[Paul Boag]So you get the idea. 0:00 The idea here is to provide real value to your target audience, 0:02 and by providing them with value you're going to get them to pay attention to you. 0:06 The key is to show your audience that you're knowledgeable 0:11 about what you do and that you produce great work. 0:14 That's the great thing about providing value is you're also showing how brilliant you are. 0:18 The way to do this is to freely share your expertise. 0:24 So how do you share your expertise? What's the key here? 0:31 Well it's about finding the right medium for you. 0:35 Everybody is different and you need to find what suits you. 0:38 Some people are naturally good writers and so blogging is the obvious medium for you. 0:42 Others, like myself, can talk the hind leg off a donkey 0:47 and so podcasting works well for me. 0:50 You might want to run some kind of public Q and A, where you allow people within your 0:54 target audience to pose questions to you and then you answer them in some way. 0:59 Another option would be to offer a free consulting clinic 1:03 where people can come to you with their questions about web design 1:06 and you're there to answer them for them. Other options are giveaways. 1:09 If you're not a natural writer or a natural speaker 1:14 then maybe you're great at producing fonts that you want to give away. 1:17 A designer friend of mine gives away 1:21 WordPress templates, and that works great for him. 1:23 If you're a developer you might be able to give away code snippets or plugins. 1:26 There are so many options available to you. 1:31 Webinars are another thing that I find an incredibly 1:34 good way of engaging with your target audience. 1:37 The key with whatever approach you use is that you have to be continual. 1:42 You have to keep doing it. 1:47 Your target audience needs to continually and constantly see your name 1:49 cropping up so that when they do have a project they're going to think of you, 1:54 because they're constantly hearing about you. 2:00 The other thing is you need to be regular. 2:03 You need to keep consistently coming up with content on a timeline. 2:05 The problem is that we often get really busy with work, 2:10 so we stop blogging, or podcasting, or doing anything else, 2:14 and then we hit a trough where basically the work dries up 2:18 because we haven't been marketing it. We need to keep going. 2:22 We need our users—the people we're trying to reach—our target audience— 2:26 to expect our content and be waiting to hear from us. 2:31 That's where we need to get when it comes to marketing. 2:36
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