To build a thriving online business, you need multiple kinds of expertise. 

Not only do you need to be an expert in your field, but you also need other non-subject matter proficiency.

Yes, you have to be an expert in your field, but being the best doesn’t necessarily guarantee success. Likewise, it’s also true that if you don’t have subject matter expertise, you won’t succeed.

But the question is, once you have proficiency in the area that you help people with, what are the other areas of expertise you need?

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Front-End Marketing

You need to be able to attract an audience and draw them in. Your subject matter expertise and product help you convert people, but you also need a machine that brings new people into your world and builds trust.

Because it’s harder to attract leads and the market is getting more sophisticated and saturated, you need to get better at front-end marketing. One way to do this is to hone your messaging.

Messaging

Every entrepreneur needs to master messaging. You should be able to dial in your messaging so that you can speak to your audience and connect with them. That means you need to be able to speak about what you do, who you serve, how you help them, and what your distinguishing factors are.

It’s also important that you have a general understanding of marketing because you have to come up with a path and a customer journey that leads them to purchase from you. If you can’t do that work, you’re always going to struggle.

Content

You need content expertise so you can deliver your message persuasively. You need to be able to present information in a way that will attract people.

If you build up expertise in your subject matter, you have to be careful that you don’t over-complicate things when you’re creating content. You need to create content for the level where your audience is.

Moreover, you need to build skills in delivering your message in different formats. You need written, audio, and video content.

How You Serve Your Customers

The concept here is simple: you should create a “wow” experience for your audience.

That means you need to understand that a wow experience will vary. For some people, a wow experience is delivering a product on time, cheaply, and efficiently. For some, it is over-delivering and providing value that they didn’t expect.

It’s about going above and beyond the basic level so that your people are getting the results they want.

If you don’t know how to talk to people and get them into your world, you won’t be able to wow them. 

Once you start wowing people, that’s when the magic begins. All of the sudden, you’re building brand equity and reputation, and you’re creating brand advocates.

Operations

Your business needs processes and standard operating procedures. These help make your business more efficient.

As your business builds more operational efficiency, things get better. You can serve more people by doing less. It allows you to scale faster.

So what you need to think about is how you can create systems and build operational efficiencies so that you can serve more people.

It will also allow you to be more agile as a business because when things are running along smoothly and you see another opportunity or a shift in the market, you can take advantage of it.

You’ll have the time to pursue new opportunities because of your operational efficiency. It also becomes easier for you to create more offers and manage them.

Ultimately, you can scale to the point that your systems can operate to allow you to serve more people.

Conclusion: Serve People And Build From There

Now before you feel overwhelmed by all the things you have to master, I want to say that you don’t need all of these right away. You shouldn’t do all of these at the beginning because if you try to, you’re going to feel overwhelmed.

What I’ll tell you is that you have to make sure that you can serve people at least to provide what they expect. That has to be a minimum. That has to be the first non-subject matter expertise you provide.

Serve your people well at a baseline level and build from there. Once you’ve built your expertise, you’ll spend less time doing and more time being proficient in the areas we discussed above.

If you want to learn more about messaging and the other essential aspects of building an online business, be sure to join my free training program, BADA$$ Online Marketing University (BOMU).

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