Why is it that a select few business leaders and entrepreneurs dominate their industry?
Why is it that some entrepreneurs have carved a niche for themselves in their industry and are always sought out as the thought leaders in that industry.
To be well regarded in your industry as a brand and business, you will have to strive to become an expert in your field or line of business. This affords you the luxury to monopolize the industry, which in turn helps you gain a larger following and ultimately more business.
Twenty years ago when I started my business in my father’s living room, little did I know that I was planting the seed for creating a well-known brand and becoming a field authority in the areas of personal impact and influence, high performance coaching, lifestyle and wellness. Throughout that period I learnt many lessons. The process is not all beautiful but when you intentionally begin to structure the key ingredients to make yourself a field authority, you become relevant as a person, your leadership becomes credible and your business benefits as a result.
There are many ways to strategically position yourself as an authority for your brand. You are the greatest ambassador of your company. By raising your profile as a sought after expert in your field, you will in turn raise the profile of your business as well.
In this article, we will look at the importance of becoming a field authority and ways in which you can begin the journey to becoming a true expert in your field or line of business.
Whether you are a fledgling business leader or you have been around the block for some time now, one way to help increase business and attract attention is to become an expert in your field. When potential clients seek the help or products you provide and your name pops up, you may be able to reap the benefits of the exposure. Debbie Allen, author of “The Highly Paid Expert” defines a field authority as: “An expert who is recognized as an authority and one who has in-depth knowledge about a specific subject. Such individuals solve problems. When they offer invaluable solutions to make pain go away, people pay top dollar for their advice, wisdom and expertise.”
With over two decades of entrepreneurial experience under my belt, I can boldly attest to the fact that when you strategically postion yourself as the thought leader in your industry, you reach more people with your message and value offerings. This is extremely important if you want to stay afloat as a business or a thriving entrepreneur. The beautiful thing about social media is that now anyone in the world can have a voice online. However, in a sea of smart, talented voices, only a select few actually rise to the top. Thus, becoming a field authority is even more difficult in recent times because, the level playing field is more accessible and it takes a lot of skill and courage for one to be heard through this cacophony.
PersonalBrandingBlog, states that employing field authority as a strategy to grow your brand and increase your reach as a business has many benefits. Field authority simply means that you become known as an expert within your field. Most of the time, the process involves you helping customers overcome a problem, writing a book or articles, or even an appearance on podcast broadcasts. Eventually, when you are seen as an expert, or authority, in your field, your brand will become well known and profitable. Your customers will come to you when you become an expert in your field and you will also gain influence within your marketplace.
Forbes also states that employing your field authority helps to raise your rates of services because when a customer hires someone to do a service or to provide a product, they will pay more for it if that person is considered an expert in their field. They also stated that it will attract attention to you and your business due to your role as an authority. This could include invites to be on television or radio or could involve publishers asking for you to share your insights in a book. Regardless of how it takes shape,’being considered an ‘expert’ will give you the attention and respect you deserve.
Becoming a field authority also helps you have a clearer understanding of your overall marketing message. In other words, you have successfully micro-specialized within your field to understand where your strengths lie, and therefore understand what your marketing message should be.
Finally becoming a field expert means that other Authorities and Experts Seek You.
You know you are truly an expert when other experts begin seeking you out. After all, another expert should be able to recognize the value of what you know.
So what does it take to become a sought after authority in your field? There are so many people who deserve to be recognized for what they do, and yet they are just not breaking through. Here are my thoughts on 4 strategies leaders and entrepreneurs can consider in becoming sought after authorities in their field and line of business.
- Are you Image Ready?
For every brand out there to be sellable they look first at the person before they look at the business. You must appear, behave and communicate like the business. You need to be aware of which industry you are in and based on that you reflect the personal branding of that industry. Your personal branding must reflect vocally, verbally and visually. Your etiquette, your body language, your appeararance and your substance. These 4 things must reflect your personal brand that represents your field authority.
- Promote through Education
Firstly, you have to promote your brand and authority through education. You do not have to necessarily go out and advertise but what you will spend time doing is creating educational collateral in your field of expertise and as much as that collateral is created, you will then put them through all channels available to you. At this stage social media is a great medium and every opportunity you have to contribute you will position your expertise through education. So for many years I was promoting a concept which was non-existent in the country and people did not understand it. I spent time creating collateral and giving basic knowledge to everyone in a way that was understandable to even 8 year olds. Upon doing this overtime people will start tagging that field to you as they did to me by calling you the ‘Investment Guy’ or the ‘The Wellness Lady.’ In other words you become the face of your industry by promoting through education.
- Social proof
To be viewed as an expert, you need credibility. Partnering with something bigger than you—whether it is blogging for a publication that people have heard of or working with a client that is respected in your field. By having close contact with veterans in your field or industry, their influence and credibilty would start to rub off you.
- Pace your Authority
You need to pace your authority. A lot of times people feel like you need to do everything at once. True authority is derived overtime. Credibility is also built over time. Overtime, people must start seeing you, but the key part about pacing your authority is consistency. Pacing your authority means being consistently authoritative one step at a time. Drawing an analogy with harvesting, it is in other words gathering, learning, pushing and going to the next stage and then gathering again, learning and pushing again and going to the next stage again and again because genuine authority and credibility is only built over time through consistent action.
Becoming a field authority takes a lot of patience, hard work and willingness. By making sure your Image is suited for your industry, promoting your expertise through education, garnering social proof through professional networks and pacing your authority to gain lasting credibility, you are on the right track to becoming the go to person in your field!
Are you ready for TRANSFORMATION?
Dzigbordi K. Dosoo: The H.E.L.P. Coach
Dzigbordi K. Dosoo is a Personal Impact, Professional Growth and Influence Expert specializing in Humanness, Entrepreneurship, Leadership and Power – H.E.L.P.
A career spanning over two decades, she has established herself as a Certified High Performance Coach, Speaker, Author, Wellness Expert and award-winning Entrepreneur with a clientele ranging from C-Suite Executives, Senior Management, Practitioners and Sales Leaders spanning 3 continents.
She is the Founder of Dzigbordi K. Dosoo (DKD) Holdings; a premier lifestyle business group with brand subsidiaries that include Dzigbordi Consulting Group & Allure Africa.
She is one of the most decorated female entrepreneurs in Ghana having being named “CIMG Marketing Woman of the Year” in 2009; “Top 10 most respected CEOs in Ghana, 2012; Global Heart of Leadership Award and, Women Rising “100 Most Influential Ghanaian Women”, 2017. She has also been featured on CNN.
She can be reached on firstname.lastname@example.org and @dzigbordikwaku across all social media platforms.