Become An Expert Via Your Primary Channel
Reading “Traction” by Gabriel Weinberg and Justin Mares, I had a realization based off something they recommend (and created) called the Bullseye Method.
Essentially, the method involves testing various traction channels until you discover your primary growth or traction channel, hitting your bullseye to expansion.
What hit me is their insight that other channels mainly serve to feed your primary channel of growth. An example of this would be a business like Hubspot that has content marketing as its best growth channel.
That’s the channel to feed.
So, while Hubspot operates in various channels across the internet space, email and social, just to name 2, they will inevitably lead everything back to their content marketing (blog, infographics, podcasts and the like) in order to feed their primary growth beast.
In my case, while I continue to test potential primary channels to this day, LinkedIn is a platform on which my business and message have seen signs of growth (inbound leads, deals, proposals, etc.).
Using the traction channel theory and methodology, that means that my main growth strategy involves leveraging LinkedIn via other channels.
That said, there is no reason you could not duplicate the following weekly strategies on your best channel, given it allows for wide and effective reach of your target customer.
1 Weekly LinkedIn Strategy You Should Be Using To Grow Your Expert Presence Now
A video recommended by a business buddy recently came across my desk that got me all excited. It was all about multiplying your impact and results via better planning.
After trying to find ways to incorporate it into my life and business, I discovered that I was all good. Drilling deep into my weekly activities, I noticed I was already working on all the stuff in my life I wanted to tackle.
The things I had put off just weren’t priorities at this time.
I’m not accomplishing this stuff because I’m some time management master or possess an iron will — it’s just that if I believe something will help me significantly live and perform better, I incorporate it into my life as a habit.
I have a number of habits like this in my business, especially where LinkedIn, my preferred outreach platform, is concerned and I recommend them to anyone who might benefit.
Do weekly press outreach
It is no secret that being seen as an expert in your field comes with generous set of benefits, including, as Smart Blogger in “How To Get Interviewed By Popular Blogs…” duly notes,
This is network science in action or as SmartBlogger put it, the rich get richer. In his book “The Formula: The Universal Laws Of Success,” scientist Albert-László Barabási and his team did extensive research shedding light has to how imbalanced this gap can be, that between the dominant and the average.
In one example, they examined the earnings differences between the pay for an average professional golfer, $100,000 per year versus Tiger Woods, who had earned over $1 billion for himself at his peak of play. That is a 1,000,000X advantage! Ridiculous!
The kicker: they analyzed Tiger’s metrics on the green were not a magnitude better than his peers. Again, there was not a large difference between the average player and the one making a million times more. A fraction of improvement made all the difference.
All that to say, it pays to be seen as the expert — and one way to accomplish this is weekly outreach to reporters via LinkedIn.
How to do weekly press outreach via LinkedIn
The strategy I’m using is one borrowed from a business owner buddy who runs a coworking space, yet he’s been featured as an expert in the NewYork Times, Inc and more.
Here’s what he does: When he comes across an interesting story related to his field, he emails the writer. He thanks them for their insightful story and offers himself as a possible expert for their next story on his field of expertise.
Adopting this pathway for LinkedIn, find and connect with journalists and writers covering your field. Thank them for their insight and recommend yourself as an expert when they next need one.
As a former freelance journalist, finding experts to interview was always the hardest part. Make it easy for a reporter out there and make yourself better known.