Sharing knowledge is good for business

Updated: Apr 2

Your clients - and other businesses - need to know that you’re good at what you do. To succeed in any industry, you need to have a wealth of knowledge related to your field and sharing that expertise is an important part of demonstrating your competence and experience. One of the best ways to do this is to host a seminar or workshop, where your business can build its reputation by appearing as a true thought leader.


Common ground


The people attending your events should already have an awareness of its topic, but who may still want to learn more. As it happens, you’re the expert in your field so you’re perfectly placed to answer their questions and offer meaningful solutions to problems.


When it comes to choosing your subject matter, look for the knowledge gaps where you have lots to offer. For example, a legal firm might hold a seminar on the basics of intellectual property law or incoming changes to legislation for businesses that could be affected.


Minimise the upfront workload


This kind of event requires lots of preparation, especially if you're new to the game. The good news is that once you're prepared you can recycle resources to keep your workload down. In addition, consider online registration software allowing prospective attendees to register without creating extra work. This will also mean you can easily use attendee data to keep in touch with them if you have their permission.


Don’t sell yourself


Resist the temptation to spend an hour selling delegates your services. The trick is to add value for attendees by giving them useful information that will help them achieve another goal. Any self-promotion should be subtle and unintrusive - for example, sharing and discussing case studies of your work in order to illustrate a point you’re making.


Think long term


Events like these are part of your marketing strategy, but they will not automatically send a queue of clients to your door so don’t expect to start acquiring new clients the next day. More importantly, events are designed to get the word out about who you are, what you do and how knowledgeable you are in your field.


Once you’ve positioned yourself as an authority, you’ll find that new business comes with increased awareness of your services. Most significantly, if you’re getting your overall marketing strategy right, you can convert the conversations you start at your events into meaningful relationships that will benefit you in the long run.Your clients - and other businesses - need to know that you’re good at what you do. To succeed in any industry, you need to have a wealth of knowledge related to your field and sharing that expertise is an important part of demonstrating your competence and experience. One of the best ways to do this is to host a seminar or workshop, where your business can build its reputation by appearing as a true thought leader.



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