Becoming “The Resource”

In building our business, one of the best marketing tools is to become “the resource” or the go-to person for information that your target market is looking for. A friend of mine asked the question today about how you become that resource. It’s a good question and one that I thought I could address here. How does one become the resource for their clients?

brain-on-books

First and foremost, know your stuff! It’s tough to be a resource if you don’t. Now, that’s not to say you have to know all of the answers, but you have to start with a good base.

When you don’t have the answers, don’t pretend you do. Let people know you don’t have the answer, but that you will look into it and get back to them. This means, of course, you need to  know where to find those answers. Start gathering your own network of resources (journals, organizations, reputable news sources, knowledgable individuals, etc.) where you can find the information that you need.

Give this information out freely, any way you can. You can start with simply answering questions that come up in face-to-face encounters or in social media. Then, begin to write articles, blog, write white papers, create and host a group on Facebook or LinkedIn for people with similar interests, create informational videos, host talks, or any other venue that your target audience may be open to participating in.

Gradually, as people start to appreciate and trust the information you’re providing, they will also start to appreciate and trust you. As that trust builds, you will have become “the resource”, and, when it comes time for people to choose who they want to do business with, they will choose the individuals that they know, like, and trust.

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