The Expert Way to Expand Your Reach

 

 

The Expert is the sixth and final Holistic Audience Growth strategy in our series.

This is for you if you have unique, specialized knowledge or skills in a certain field, and you have the time and patience to grow your audience.

Tune in to this episode to learn how you can use PR to expand your reach as an expert in your field!

If you’re interested in the Holistic Audience Growth Formula Workshop, go to laurenmariecourses.com/grow

 

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Episode Transcript

So this one is for you. If you are an expert, when you have unique, specialized knowledge, but also that you have time and patients meaning you don’t expect or desire to grow your list instantaneously, really, you know, overnight to thousands of people you’re willing to put in the time and be patient with it and let it grow as it sort of organically does.

You’re listening to marketing chaos episode 130. Hello, and welcome back to the podcast. It is Friday here, and we are very excited in our house this weekend because the kids I have two, seven year old twins and their birthday is coming up. And by coming up, I mean, it’s like a month away, but basically that’s coming up. So they’re counting down the days and we’re going to test,

run a venue for the birthday party tomorrow. And it’s going to be at a farm and a petting zoo. So totally different venue than we’ve done before, but sounded like it might be a good option. So we have to go check it out and see what the space is going to be like. Oh, of course, having twins, their birthday is like the biggest event of the entire year.

As you can imagine at seven, it’s a big deal. So we’re gonna, we’re gonna try and do something that all their friends can come to. Cause they’ve obviously got, I have a list in front of me as like, okay, tell me your three closest friends. And they each gave me eight names, no 10. It was a lot of people.

I was like, come on guys. We can not have a party with like 30 people, but they’re in two different classes in first grade. And they each have like, I think two combined, it’s like a 30 person class. I’m like, all right, we need a venue that we can actually just invite their entire, you know, the both first grade classes too.

So that is not going to be my house. I’ll tell you where it’s not going to be is my house because we did that. I think it was two or three years ago. It took us, there was like layers layers of dirt and trash and toys present. It was, it was a nightmare. It was like days and days of cleanup and I’m and we had a unicorn pony ride at that one.

It was very fun, but not never, again, never again, not having it at the house, but maybe at the petting zoo. So anyway, we are talking today about audience growth and this is actually the final of the series of holistic audience growth strategies. So if you’re just jumping in brand new to this one, you might want to back up and go through a few of the last episodes.

So there’s six strategies. Basically the reason I’m creating this is because I kept hearing from people that they didn’t want to be posting six times a day on social media in order to grow their, their audience, their list to sell their offer to. And I’m like, that is not the only way. So they came up with six, very different strategies to grow your audience.

That one of the six is bound to resonate with you. So today we’re talking about the sixth, six strategy. The why can’t say that word and it’s the expert. So the person this is for is this is for you. If you have unique specialized knowledge or skills in your field. And I work with a lot of experts, right? So they’re experts at whatever they,

they do, whether it’s a holistic medicine, that’s natural, natural apathy naturopathy. Oh my gosh, I cannot talk today. Acupuncture, yoga, Pilates, whatever it is, they’re an expert in their field, right? But they may not be an expert at social media, email marketing or any type of marketing. So their audience isn’t necessarily that big.

And they probably aren’t that keen on posting a lot on social media. They probably don’t have a big social media following. They are usually experts that I work with have an in-person service based business. And it’s, you know, small, cause you can only see so many people one-on-one and they’re wanting to pivot into the online space and they have a lot of knowledge to share,

but they don’t necessarily want to do a lot of the things that we’ve covered in the other strategies, one through five. So this one is for you, if you are an expert, when you have unique specialized knowledge, but also that you have time and patience, meaning you don’t expect or desire to grow your list instantaneously, really, you know, overnight to,

you know, thousands of people you’re willing to put in the time and be patient with it and let it grow as it sort of organically does. That’s not everyone, you know, and, and I think the other strategies can work faster, but this one can really work on it. May maybe if you combine it with one of the other ones, if you want a little bit faster,

but some of the strategies with this are going to take some time and you won’t see an instant return, but it sort of adds that layer of depth to what you’re doing. So one of the ways to do this is with PR and I, by no means I’m a PR expert, but I will share my experience working with PR companies and what it’s created in my business so that you can consider either becoming your own publicist or hiring one I’m someone that I would recommend that you check out if you want to become your own publicist is Susie Moore.

She’s got a program called rockstar PR get rock star pr.com is her website. And she can, she can tell you how to do that. I do not teach that, but I will share when I was in Denver creating my wellness center, I hired a PR agent and she was really good at getting me just media spots. Like most of them I turned down,

which is so dumb, but you know, she would get me TV appearances. And I was like, so scared. I was like stoking nav on TV. I was like, I refuse to do it. Poor thing. She’s like probably like working her butt off. And then I’m just the worst client ever. But anyway, she did get me into like several magazines,

Denver magazines and like a list of top doctors and things like that. And I saw, I saw clients or patients come in that had seen, for instance, my piece in one of the magazines or, gosh, I don’t even think I did any TV. I might’ve done radio. I know that I went into a studio once. It was so long ago anyway,

but it wasn’t like, you know, overnight there’s a hundred new patients showing up, but I was able to leverage those appearances and put, you know, as seen on as featured in, you know, Denver’s top doctors, whatever, the magazine, 52 80 magazine all over my website and we didn’t have social media back then, but it was, it was,

it was definitely something I, you know, I framed the articles and hung them inside the center. So it, as a level of authority, I mean, it’s kind of BS, but you got to play the game because I mean, so what, like you got an article and a thing that makes you an expert. Well, in a sense,

that’s what it’s one of the criteria people use is they go to your website or they, you know, do a Google search and they find you listed somewhere or you, they read your article or see you. And they, and it adds that credibility. Right? So flash forward to more recently here, probably gosh, the kids were babies. So maybe five years ago,

six years ago, I had a PR campaign here for more mompreneur type of work and, and got featured in one of the local newspapers on the sunshine coast of Australia. Like with my holding my twins and then sort of like talking about what it’s like to run a business and have twin babies and stuff. And, and it’s, it’s interesting. Like I w I went to the farmer’s market right after I got published.

And the, the people at the stands were like, oh, you’re the one from, you know, whatever the paper and stuff. I’m like, wow, that’s weird. I had like a flash celebrity moment, very minor, but suddenly they were asking me about what I did, because it was interesting now that they had seen me in the paper.

So PR is good for that. I did get a piece featured in Forbes magazine. Of course, I use that everywhere because it’s like, you know, that’s the whole point. Right? So, and that was one of my things. When, when I hired her, I was like, I want to be in Forbes. It was like a week later.

She’s like, I’ve got you a piece in Forbes. I’m like, yes. So you can definitely use it for that. What I’m going to give you is four steps to follow. And if you are, if this strategy sounds like one that you want to choose, these are the four steps. And then I would check out Susie Moore’s course for more on PR.

Also, if you want to dive into all six strategies with me, we’re doing a live workshop. One time only on June 21st, 5:00 PM, Pacific 8:00 PM Eastern. And it’s going to be all about the holistic audience growth formula, all six strategies helping you wrote, we’re going to be on live zoom together. So I’ll help you work through, choose the strategy,

work it into a realistic timeframe for you so that you can actually get, get it done and set growth goals that you know, you can achieve. And, you know, so you can make sure that you’re, you’re actually gaining traction and seeing results from these whichever strategy that you choose. So back to the list. So step one, choose your preferred outlet type.

So podcast interviews, writing articles, or influencers, style content, how do you feel like you are show up the best? Like where are you able to shine the best with my PR agent back in the day, it was like, no TV. I might, I might do it today. But that was, I was pretty young. I was very scared.

So I would have said, you know, anything but TV. So writing articles, if you’re, if you like to share your expertise in written form, choose that. If you like to talk, if you are good on audio, definitely interviews and podcasts. So choose your preferred outlet type. And then number two research platforms that are accepting submissions in your niche.

Okay? So you’re going to do some Google searches. There are many variety of places that accept content submissions. People are actually looking for. Content. Journalists are always looking for content. So anything that’s valuable that is timely and relevant in your niche. So if you can tie it to something that’s happening in current world events or local events, any holidays,

or any special, anything that’s going on in the media that you can tag onto, that’s already trending is always the, the angle that they’ll tend to pitch. And then number three is brainstorm content ideas and story angles that highlight your expertise relevant to the platform. So brainstorm content, ideas, and story angles. And this is something that you can kind of keep a growing doc where you are just,

anytime it pops up, you put the story angle or the idea in this doc, he may not ever use it. Or you may use it a lot later, or it may be relevant right now. You don’t know, but just start to collect stories and, and content ideas as they pop into your head. For instance, this morning, I was making cereal for the kids.

And my daughter asked me, why is this man’s picture on the cereal box? And I was like, it’s such a good marketing question. Right? So I like, okay, this guy is like an Ironman triathlete, and it’s a Nutri-Grain cereal. So it’s supposedly like going to make you strong and fit in the other or whatever. So I said a while he’s an iron man.

He’s an athlete. He’s like a champion. And she goes, but why is this picture on the cereal box? I like, how do I explain this to a seven year old? Well, I guess they want you to think or feel like if you eat this cereal that you’re going to be strong and fast, like this guy, and she just left look on her face was priceless.

Like, it was like the craziest thing I could have said. And she’s like, what? And I said, w w do you think that that’s true? And she’s like, no. So this is just an idea for a story. I don’t know what it would become. Maybe I’ll write an email about it, but it’s something that I can kind of put into my brainstorm doc.

Right? So what ideas or story angles do you have that can be relevant to the platform and the niche that you’re in. And then finally, number four is pitched the idea. So it’s actually easier than you think to pitch ideas, to publications and to outlets because they’re, again, looking for content. If you’re going to choose podcast interviews, I think it’s,

we touched on this in one of the other strategies, but a lot of podcasters are looking for guests. The ones that are super, super big and getting inundated with a guest requests are actually looking for guests to come on. That would be really great at speaking about something that would be relevant to their audience. So I think the bottom line is just start,

like, just put yourself out there a little bit and start pitching and just, you know, don’t expect a hundred percent of the things that you send out to even get a response, but the more you put out there, the better you’ll get at it. And the more, you know, thicker your skin will get, because a lot of them will get passed up or rejected or whatever you want to call it or not even responded to.

And once in a while, someone will take you up on it. And then you get to show off your expertise and, and talk about what you really know and, and really lean into your area of specialized knowledge, which is it can be really fun. And if you have a good interviewer as well, it can help you discover more about what,

you know, then you even thought that you knew. So again, check out Susie Moore, get rockstar pr.com. This is a definitely unpaid unsolicited endorsement, but she’s great. She she’s really just like a fun, happy person with really easy, like anyone can do it type of attitude. And I see that she’s got a free training on her website about like,

you know, how to learn, to become your own publicist and get noticed, skyrocket your reputation and attract new clients. So check that out. I think it looks great. And if this is the strategy that looks like good for you, start today. It’s going to take a while. Like it’s, it’s a slow burn. And it’s something that kinda layers in on other efforts that you’re going to make so that you have that authority,

that credibility in your field. And you can, you know, put those logos on your website, but, you know, reach reaching audiences that are outside your current, your current reach and gets you in front of people that are looking for what it is that you have to offer. So I think it’s a great strategy to start and consider adding in if not on its own,

but with possibly one of the other five that we’ve mentioned already. All right. I hope to see you on our live training, Lauren Marie courses.com forward slash grow. And if you go there, you’ll see the time and date June 21st, 5:00 PM. Pacific. If you are listening to this after that date, there will probably be a replay there for you to purchase.

All right, guys, thank you very much for listening and I’ll talk to you next time. Bye for now.