By Jack LaRue
Do you serve a particular niche especially well? Have you served clients with complex issues that took a great deal of research? Do you have more knowledge than most in a particular area of tax or accounting? If so, congratulations – you're an expert. But are you keeping your hard-earned expert status a secret?
Maybe your clients recognize you as an expert. Maybe that's led to some referrals and some additional business. But unless the public is actively seeking you out, your expert status isn't doing as much as it could to drive new business.
Most accountants aren't comfortable "tooting their own horn", which is fine, because you can't declare yourself an expert. That has to come from others. So look for opportunities to share your expertise – or portions of it.
Write a blog. Host a webinar. (Webinars aren't that difficult to host; in fact, I've discussed it in a previous article.) Write an article for your local newspaper or seek out an interview with your local radio or television station. Pursue speaking engagements with the chamber of commerce and other civic organizations.
Remember, this is less about you than about the valuable information and expertise you can provide. Once you find forums where you can share that expertise, you'll be recognized publicly as an expert. And others – both media and potential clients – will begin to seek you out. That's when you'll begin to fully benefit from your hard-earned expert status.
Read more marketing articles by Jack LaRue.
About the author:
Jack LaRue is the senior vice president of myPay Solutions at Thomson Reuters Tax & Accounting.