Are You an Expert? Are you Sure?

To stand out in the digital world, people need to trust you.?It's?all well and good?saying?you're?an expert, posting the odd award or accolade on social media and using your elevator pitch 50 times a day. But what does it really take to position yourself as an expert online these days??

Attracting your Perfect Prospects?

Well, first, it has been found by inbound marketing practitioners, that on average, 30 pieces of content are consumed by a prospect before they buy.?The higher the cost of the product or service, the higher the average seems to be.?Who would have thought??

That's not the whole story though. There are prospects that could consume over 100 pieces of relevant content before pulling the trigger and deciding to buy.?

Now, take a look at your content strategy on your website and answer this simple question.?

???? ?????? ???????? ???????? ???????? ???????????? ???????????? ???? ?????????????? ?????????? ???????? ???????? ????????????????

I'm going to assume for now that the answer is no. But even if it's not, there's more to it.?

So,?let's?just say?you're?at 25 pieces of?useful content?about your service and you want to start getting more leads from your website.??

How do you go about it??

Are You Really an Expert??

Well, obviously, for a start, to be an expert, you need more content.?

Why? It should be?obvious but?let me explain.?

Expertise?

If it is already known by inbound marketing experts that lots of high quality,?beautifully written, user-friendly content boosts their traffic by thousands of percent, then it?makes sense?that this is what the search engines want.?

The?reason the?search engines want that?is?because it is what their users want when they search for information.?

Google?knows?what?its?users want because they have access to billions of pieces of content across every?topic?and they test a lot. They watch what people search for, what they click on, how long they stay, how many other pieces of content they go through, what they sign up for and download, and how many times they come back.?

If you?don’t?have much content,?it’s?not user friendly or?you’re?not?consistently producing amazing stuff,?I’m?sorry, but you are NOT an expert.??At least as far as the search engines are concerned.?

To be recognised as an expert, you first?must?have lots of relevant content that people want and need?in multiple formats and come back to, share, and comment on.??

Next, you?need?authority. So how do you show that??

Authority?

Well?demonstrating?your?expertise?is a part of that. But you also need to be recognised in your industry. Whether that's memberships,?qualifications,?or years of experience, you need to have that information?accessible to the search engines so that they can evaluate your authority. Your website's authority is also going to be affected by your off-page?SEO (Search Engine Optimisation).?How?many other recognised experts link back to your website and content??

Off-page SEO, or backlinks, are an?absolute must?for any business looking to elevate themselves to a trustworthy status in the eyes of the search engines.?

This aspect of building your authority CANNOT be rushed. If you start buying backlinks, getting irrelevant or 'spammy' backlinks or have a large influx of backlinks?suddenly, this will do more to harm your rankings than help?and could get you blacklisted.?

??Don't?be tempted by cheap deals for lots of backlinks. THEY DON'T?WORK.???

Does it end there? If only...?

Trustworthiness?

You're?also?rated?for?your trustworthiness.?

What does that mean???

Well, now you not only need to?demonstrate?your?expertise?and?highlight your?authority,?but you also prove that your peers and customers also trust you and believe in you, your?brand,?and your service.?

How?do you do that you might be thinking...?

Well, for customers,?it’s?easy. Online reviews, testimonials, and?customer success stories.?

For peers and industry recognition, you can look at getting people to write for your website and featuring them.?Get interviewed or?be a guest on a?podcast, industry magazines,?journals,?or other relevant websites.?

You?don’t?have to show up every week but start arranging something at least once a month.?

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What does it all mean??

So,?in summary, while you may be the best estate agent in the country, a beacon?of?light in a?sometimes-murky?industry where there are scammers, spammers, chancers and?agents who really?shouldn’t?be allowed to?trade if you?don’t?do all that is required by the search engines?to position yourself as the best known, most trusted agent, then you never will be. At least as far as they are concerned.?

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Why should that matter to you??

Maybe you?don’t?get many leads from your website, but you get loads of referrals and your advertising strategy is working well enough.?

?Well, there are?more?property portals coming into the market.?Are you going to have to be on all of them??

?The cost of advertising online has been rising?consistently?for years and there is no sign that is going to stop.?

?Just because your current strategy is working for you today, can you honestly say that will always be the case???Do you even believe that will be the case in?2- or 3-years'?time??

?Well, organic leads have been around?almost?as?long as?the internet. If your website?isn’t?generating business for you,?it’s?just an expensive digital business card that NOBODY?really?sees.?

?To change that is as easy.?

?All you need to do is change your website from a business card to an evergreen information machine.?

• ?Yes, it will require some planning.?
• Yes, it will require some effort.?
• Yes, it will take a little time.?
• Yes,?it will take consistency.?

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But, if you are prepared to change your?current strategy?from?

• Hoping that people find you amongst all the noise of the web?
• Hope they?recognise your?expertise??
• and?hope they choose you from all the other agents in your area?

To a strategy of?

• Demonstrating your?expertise, authority, and trust?
• Creating content with purpose?
• Answering all the questions anyone has?about?anything to do with your service?
• Being where people are looking when they are looking?

Would you like some help??

Then, I can help you.?

If?you’d?like to know more about the Local Celebrity Leads Mastery coaching programme, book a call and we can discuss your?business, your goals and how it can work for you.?

https://calendly.com/2waydigital/lcl-mastery?

I also have a quick guide I can send you that covers the outline of the programme.?If you’d like that, let me know in the comments or DM me and I'll send it over.?

Don’t worry about being “sold to” or spammed relentlessly.?I only work with people who are ready?and frankly, that I like.?It is 1 to 1 for 12 weeks after all. ???

Get in touch, have a chat and see if you're ready to become the best known, most trusted agent in your area.

If you want organic leads on autopilot without paid ads and portals, this is where your journey begins.

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