This is the second of two articles I have written on being an expert. The first one was all about getting known online, you can read it here. Offline methods work extremely well for attracting local businesses, whereas online methods are much more prone to an international audience.

In this article, I’ll give you some tips on how to be the expert in your field offline.

Write

Sharing your knowledge with the community is one of the absolute best ways to attract new business. Why do you think online blogs have become so popular? Offline, this can be as simple as writing and submitting an article to your local newspaper/trade publication or as professional as preparing press releases and sending them to media outlets.

Let’s take a closer look at the first suggestion. Many cities/counties, regardless of their size have local business publications catering exclusively to business owner/operators in the area. These are very valuable resources to tap. Write an article about a recent business hurdle you overcame, lessons from your industry which can be applied to others, or just generally give the business community some information they can use. Remember: you’re trying to come off as professional and knowledgeable, you are striving to be the expert in your field. As an example, where I live we have the Simcoe Business Magazine (their website is awful… a potential business opportunity?), and the Business Times, both publications which cater to businesses in the county. Check with your local publication for details, but most will allow a brief bio of yourself and/or your company along with your article to be printed.

Writing is a relatively quick and easy way to get noticed while giving something back to the business community.

Network

Networking is the fundamental principle of marketing. As a business owner, you know this already so I won’t waste your time going into much detail. I will sum it up by saying: talk to everyone, tell them your story. Associations such as your local Chamber of Commerce, Rotary Club or even just an independent group of businesspeople having lunch once a month are great starting points to build your list of contacts.

Participate in the Community

This point ties in aspects of everything else I have mentioned in this article. Your goal is to get noticed in the community and to get noticed as an expert. For this to happen, people must be aware of your brand. This article is not about advertising, that is a completely separate issue. This article is about exposure. Stand up and back good causes in your community. Sponsor a local minor sports team, fundraise for local charities or donate products/services to be used by the public (radio stations will always accept products to use as giveaways if you approach them professionally). The main point here is that for the community to recognize you as an expert in your field, they must know you exist. Gain the exposure you desire by being an active, positive member of your community. Not only is it good for business, it’s good for your community too!

Being an expert in your field is not as difficult or intimidating as you may think. You have to capitalize on marketing opportunities both online and offline. You have to produce great work, and treat your customers with respect. Get your name out there, and don’t be afraid to talk to people about yourself. The benefits may surprise you.