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The Go-To Expert: Why It’s Not Gross To Promote Yourself

Imagine being the first name that comes to mind when people think of your service or product. It’s not a coincidence; it’s the result of being regularly featured in the media.

Who comes to mind when you think about graphic design? For many, it’s Melanie Perkins, the visionary behind Canva. When it comes to sustainable ecommerce packaging and marketing advice: Anaita Sarkar, the founder of Hero Packaging. Beauty ecommerce = Kate Morris and Adore Beauty.

Even though many founders shy away from the idea of putting themselves in the spotlight, in a crowded marketplace it is essential to step out from the shadows and promote yourself.

A quick reminder – It’s NOT gross to promote yourself.

In fact, it’s essential for building a relationship with your customers, expediting the process of brand recognition, and leaving a lasting impression, especially in business.

To position yourself as the go-to expert in your industry, here’s what you need to know:
Identify your zone of genius
Determine the topics, issues, insights, unique stories, or processes that you excel at. Consider the causes you want to champion and the areas where you want to challenge the norm.

It’s a marathon, not a sprint

Thought leadership status doesn’t happen overnight. It requires you to ‘ladder up’, a cumulative process that strategically shapes your audience’s perception and inspires action. We start the journey with our owned channels, on TikTok, Instagram or LinkedIn for example, sharing big ideas, explainers, and quality content before stepping into opinion editorial, and expert commentary in media.

Thought leadership is about being generous

When it comes to the beginning of our thought leadership journey, it’s not just about promoting yourself, it’s about sharing valuable content and building trust with your audience. I call this the honey pot strategy, share your knowledge and insights, and attract your ideal customer to you.

Build a network

It takes a village to raise a thought leader. Seek out individuals in your industry who can help establish your position, engage in in-person events, pursue speaking opportunities, participate in online networking groups, and explore award submissions.

Over time we move from commenting on the news to becoming the news, and our stories can move closer and closer to our own business milestones. That folks, is the power of thought leadership PR.

Odette Barry

A geometric pattern featuring four triangles arranged in a pinwheel formation, each with a turquoise and light blue alternating color scheme. Reminiscent of the dynamic energy found in female businesses, this design creates a vibrant and symmetrical visual effect perfect for women in business.

Odette Barry is the founder of Odette & Co – Odette is a headline-winning PR mentor who loves nothing more than helping businesses share their stories through the media. With 15-years of experience as a publicist, Odette designed and teaches the popular Hack Your Own PR program, an intimate program designed for small business owners because she knows that every business has a story to tell. 

Some more tips: