Cision Webinar: How to Gain Exposure as an Industry Expert

@cision #cision @hingemarketing

Lee Frederiksen & Valerie Lopez

How to Gain Exposure as an

Industry Expert



During today’s web seminar, attendees will be in listen-only mode.

If you are experiencing audio issues, please contact:GoToWebinar: 1-800-263-6317

Any Q&A not addressed during will be addressed at the end of today’s session

Everyone will receive an email within 24 hours with a link to view a recorded version of today’s session


Valerie Lopez, VP of Media Research at Cision

@cision @valerielopez

Lee Frederiksen, Managing Partner at Hinge Marketing

@HingeMarketing


Agenda

• What is an industry expert?

• Why buyers seek out industry experts

• How buyers select an industry expert

• The benefits of industry experts to the firm

• How to develop an industry expert

• Wrap-up and questions


What is an Industry Expert?

A professional who has attained high visibility and

a reputation for expertise in their niche.


Five Levels of Expertise

• Level 1: The Resident Expert

• Level 2: The Local Hero

• Level 3: The Rising Star

• Level 4: The Industry Rock Star

• Level 5: The Global Superstar


Level 5: The Global Superstar


Level 4: The Industry Rock Star


Level 3: The Rising Star


Level 2: The Local Hero


Level 1: The Resident Expert


Hinge Research Background

Two studies:

1,028 purchasers of

professional services

130+ industry experts


Real World Example:

Jamie Waldren



Why Buyers Seek Industry Experts


Real World Example:

Lori Randall Stradtman


The Start of the Journey

• In 2008, Lori started a blog, sharing ideas on social media and marketing.

• In 2009, she landed a job as marketing director at a high-end design firm.

• In 2010, she started Social Media Design, a web design company with a

business model based around social media.

• Through her personal blog, social networking, and client referrals, Lori

established herself as a social media guru.


Lori’s Turning Point: The Next Level of Visibility

In 2011, the Wiley publishing company called on Lori to write their next how-

to book in their famous “Dummies” series.




How Buyers Find Industry Experts


How Buyers Find Industry Experts Online


Real World Example:

Joe Pulizzi



• Joe’s journey started at Penton.

– The 300+ webinars he conducted at Penton helped develop his public

speaking skills.

• In 2007, he launched his own firm, Junta42.

• In 2010, after Junta42’s unsuccessful

business model, Joe launched the

Content Marketing Institute.


Joe’s Turning Point: The Next Level of Visibility

“I’m on the stage greeting the audience and I’m realizing that over

600 people have traveled here—to Cleveland, Ohio—from 27

countries, to learn about content marketing from us. It was a

huge moment.”


The Godfather of Content Marketing

“At the end of the day, I’m not smarter than anyone else. I didn’t give

up, and I found a niche where I could distinguish myself.”


What has been the overall effect on your company?

• Without Joe’s industry expert status, there wouldn’t be a company.

• The useful information Joe and the Content Marketing Institute provides

drives all that they do.


What has been the effect on business development?

• The company’s content draws visitors to their website and generates

subscribers.

• Visitors relate to the content products the company offers.

• Once visitors sign up, the company can monetize.


What has been the effect on closing sales?

• Once prospects contact the Content Marketing Institute, they’re already

familiar with the company’s content.

• There is usually no competitive situation — they rarely lose the sale.


What has been the effect on partnering opportunities?

• Due to Joe’s visible expertise, the Content Marketing Institute has more

opportunities than they know what to do with. The company struggles

with the process to filter.


How has it affected your personal billing rate?

Over the last 3 years, Joe’s billing rate has increased over

1000%


Effects on Billing Rates


Benefits of Having an Industry Expert in Your Firm

1. Effects on the firm as a whole.

2. Effects on business development.

3. Effects on closing the sale.

4. Effects on professional partnerships.

5. Effects on billing rates.


Real World Example:

Sylvia Montgomery



• Sylvia holds an MBA from the University of Maryland, University College,

an MFA from George Washington University, and a BA from Trinity

University.

• From 1998-2004, Sylvia held executive marketing

positions at Rubbermaid and Digital Commerce.

• From 2004-2008, Sylvia was Director of

Marketing at a fast growing engineering firm.

• Sylva joined Hinge in 2008.


1. Select the candidates.

2. Assess the candidates.

3. Strategy development.

4. Build the tools.

5. Develop the skills.

6. Increase visibility of expertise.

7. Track and adjust.

7 Steps to Developing Industry Experts


Sylvia’s Turning Point: The Next Level of Visibility

Sylvia is currently a Senior Partner at Hinge and leads its AEC vertical.


Build the Tools

• Your expert positioning statement

• Professional photography

• Press packages

• Bios of various lengths

• Video

• Issues papers

• Robust web presence

• Consistent and robust social media

presence

• A blog

• A book


Average of 15.9 marketing tools used

Top 10 Marketing Tools that Experts Use


Tools and Techniques with the Greatest Impact


Research Reports


Books


Blog Posts


Featured Articles in Trade Publications


Videos


Speaking Engagements


• Monitor progress frequently. Potential metrics to track include:

– Number of leads

– Lead sources

– Website traffic

– Number of conversions

– Partnership opportunities

– Length of sales cycle

• Adjust on a regular basis.

Track and Adjust


The Emergence of an Industry Expert

Before After

Webinars 0 3 per month

Speaking Engagements 0 14 per year

Books 0 2 published books

Direct leads 0 10 per month


The Bottom Line

395%increase in revenue over 24 months.


Objections and Concerns

• What if my firm develops industry experts and they end up leaving?

• What if every client wants to work with the expert?

• What if I’m too busy to become an industry expert?

• Will an industry expert undermine or overshadow my firm’s brand?

• Does becoming an industry expert mean I’m pigeonholed into a specialty?

• Will the expert’s role change over time? How can we plan for the future?


Free Resources

Finding Experts: Why & How Clients Seek

Visible Experts

Available at: www.hingemarketing.com/library

Beyond Referrals: How Today’s Buyers

Check You Out

Becoming a Visible Expert: A Guide for Professional

Services Executives

Visible Value: How Firms Benefit from

Visible Experts


Thank you! Questions?

Connect with Hinge

www.hingemarketing.com/blog

twitter.com/HingeMarketing

facebook.com/HingeMarketing

linkedin.com/companies/Hinge

www.hingemarketing.com

703.391.8870

Lee Frederiksen, Ph.D.Managing Partner, Hinge Marketing

[email protected]

Connect with me on LinkedIn:

in/leefrederiksen

Connect on Twitter:

@HingeMarketing

Valerie LopezVice President of Media Research, Cision

Connect on Twitter:

@valerielopez

Connect with Cision

cision.com/us/blog

twitter.com/cision

facebook.com/cision

www.linkedin.com/company/cision

cision.com

[email protected]

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