How to Build a Business Around Your Expertise (Even if You Aren't Good at Marketing)

With this pandemic going on longer than expected, various colleagues are considering leaving their careers in the public and private sector and becoming entrepreneurs. I told them that I can not be laid up on the phone talking to everyone individually, so I will write a blog post to answer the question "How do I build a business around my expertise?"

Here is the first thing I want you to know: on the entrepreneurial path, you will meet yourself - the good, bad, and the ugly. And if you are willing to cultivate the courage needed to reclaim your personal power, you WILL create a business that loves and supports you.

Ok, let's go! You have a talent, skill, or expertise that you want to make money from. You've been wondering how to turn your knowledge into a business. Here are 12 tips for building a business around your expertise:

1) Research what other people in the same industry are doing and do something different! Ask yourself "How can I solve their problem in a way those with a similar offer to mine haven’t? How can I provide a similar solution—but with a superior twist?"

2) Build up an email list by providing valuable content and giving them ways to contact you (e.g., offer free webinar training, conduct Q&A Lives on Instagram, Facebook, YouTube and TikTok), giveaway free Canva templates, worksheets, book chapters, etc.). You can also provide complimentary business development or strategy sessions for those interested in your high end offers.

3) Start an audio or video blog. Write a list of topics related to your expertise. Strike a balance between the needs of the customer, and the solution your conversation provides. Make sure that you provide inspiration, education, or entertainment.

4) Attend networking events where it is likely you will (a) meet people to interview to deepen your understanding or (b) meet prospective clients who will hire you to help them overcome an obstacle or achieve a goal.

5) Ask yourself "What old or overused idea could I put a new twist on? How would this help my clients?" and then offer a free webinar to test audience interest.

6) Offer courses on Udemy, LinkedIn Learning, Skillshare, Creative Live, or another site.

7) Create a product or service demonstration video and upload to various social media sites.

8) Create or join a LinkedIn Group or Facebook group.

9) Be willing to be seen and heard. Create Instagram Reels, Facebook Lives, TikTok Tutorials, a YouTube show or a podcast. Be loud and proud about the value you bring.

10) Offer a free quiz to determine the specific challenges or concerns prospective clients experience.

11) Create a mini e-course or 90 minute masterclass. Ask for feedback from your email list. Offer coaching or consulting services to those who sign up.

12) Engage with influencers and thought leaders in your industry by commenting on their blog posts or social media posts. Make sure that your comments are insightful, thoughtful, relevant and relatable.

Remember that the aforementioned 12 activities are not about pursuing prospective clients. They are activities designed to support you in client attraction. If you conduct these activities from a space of authenticity and genuine concern, you will attract clients who will invest in your products, services, and programs.

For those who are recovering perfectionists, please remember that the creative process is messy. If one approach doesn't work for you, try another until you find what works best for you.

No matter what anyone tells you, there is no magic bullet to success. Entrepreneurship is the greatest personal and professional development course in the world. On the entrepreneurial journey, you will discover the power of self-belief, courage, tenacity, determination, perseverance and willpower.

I wish you all the best. Now go get started turning your talent into a business! if you need support, enroll in the Business Model Experience.