How To Position Yourself As A SME

Establishing yourself as a speaker and expert in your field can significantly amplify your professional influence and open new opportunities for growth and networking.? As a marketing and public relations firm, we understand the value of positioning yourself effectively in your industry – and it’s easier than you may think.?

Here are some practical tips and suggestions to help you build your brand and strengthen your overall influence within your industry:?

Identify Your Niche: Focus on a specific area within your field where you can demonstrate deep knowledge and unique insights. This specialization makes you more memorable and sought-after as a speaker and expert. Michael LeJeune, a friend of Flourish and an expert in government contracting, has done a stellar job at this. Additionally, Michael uses various content types (video, graphics, newsletters, interviews with industry experts, etc.), which allows his audience to be engaged across multiple platforms.?

Build a Strong Personal Brand: Your brand combines expertise, experiences, and personal style. Develop a clear message about who you are and what you stand for. Consistently convey this message across all platforms – from your LinkedIn profile to your blog. This is a fantastic way to provide an authentic connection to your network; the more an audience can connect with you emotionally, the better.?

Create Valuable Content: Start a blog, write articles, or produce videos that showcase your expertise. Regularly producing high-quality, informative content demonstrates your knowledge and keeps you top of mind in your industry. And content creation is easier than you may think! Check out this resource from Content Marketing Institute that provides many ideas on how to get started.

Leverage Social Media: Use platforms like LinkedIn, X, and industry-specific forums to share your content, engage with others’ posts, and participate in discussions. This increases your visibility and establishes you as a go-to source in your area of expertise. Kristin Scroggins, a Huntsville-based generational diversity consultant, does a phenomenal job at leveraging LinkedIn to engage with her audience on various topics. Be sure to follow her; you won’t regret it and learn a ton!

Network and Collaborate: This may seem like a no-brainer, but to be part of the conversation, you’ve got to be front and center when it makes sense. Attend industry events, join professional groups, and seek collaboration opportunities with other experts. Networking is not just about meeting people; it’s about building relationships that can lead to speaking opportunities. And of course, be sure to connect with every person you meet through LinkedIn.?

Speak at Local Events: Start by speaking at local business events, workshops, or meetups. These engagements, though smaller, can be stepping stones to larger conferences and events. If there’s an event you’d like to see yourself speak at, reach out to the organizers and pitch your concept; the worst that can happen is that they say ‘no,’ but you’re now on their radar and have gained insight into ways to engage with them down the road. For those clients we pitch, we’ll often develop an SME profile, including their background, industry accolades/awards/certification, past speaking engagements, and anything else that may be relevant to that particular event.?

Offer to Guest Lecture or Host Webinars: Universities and professional organizations often seek industry professionals to guest lecture, host webinars, or lead a workshop. This not only enhances your credibility but also broadens your network. Think about those core areas you want to focus on, develop a summary with key takeaways for the audience, and then pitch that to organizations of interest. Also, think through how you can use that speaking opportunity elsewhere: turn that topic into a series of social media posts, develop an article on LinkedIn that speaks to the topic, or house the transcribed audio as a blog post on your website.?

Publish a Book or Industry Reports: Writing a book or publishing in-depth industry reports can significantly boost your credibility as an expert. It’s a tangible demonstration of your knowledge and commitment to your field. Don’t be fooled into thinking that publishing a book is too complicated, either. You can self-publish, which provides more control and a higher royalty rate. Platforms like Amazon Kindle Direct Publishing (KDP), Barnes & Noble Press, and Apple Books are popular.

Seek Media Opportunities: If you follow Flourish, you know we’re BIG fans of media and public relations. Build relationships with key media members who report on the beat relevant to your industry. Being quoted in the media further solidifies your position as an expert and allows you to gain greater exposure through their existing network.?

Get Professional Training: If the thought of speaking in front of a crowd makes you want to vomit just a bit, consider taking public speaking courses or hiring a coach. Effective communication is critical to being a successful speaker – and you can learn ways to be more self-aware about your overall brand perception.?

Collect and Share Testimonials: This is huge and often overlooked. Gaining positive feedback from event organizers, attendees, or colleagues serves as social proof of your expertise and speaking skills. You can collect testimonials for your website, include them on your SME profile, or even include one in your signature block. Don’t forget to ask for a recommendation on LinkedIn, too, as everyone will see this when they view your profile.?

Be Persistent and Consistent: Lastly, establishing yourself as an expert takes time – so be patient!? Persist in your efforts and maintain a consistent presence in your industry; we promise it will pay off!?

Becoming a recognized speaker and expert is a journey that involves continuous learning and adaptation, but if you make it part of your routine, its easier than you may think. You got this!!?