How to use Social Media if you are a Professional in a Knowledge-Based Industry?

How to Use Social Media if you are a Professional in a Knowledge-Based​ Industry

How do you add value via social media when you are an accountant, lawyer, psychologist, or another professional?

Today we are going to cover how to use social media if you’re in a professional knowledge-based industry. Maybe you’re a doctor, a psychologist, a lawyer or an accountant and you use your knowledge to help your clients. How can you use social media to gain exposure and get more clients in the door?

Know your Target Market & Deliver Value to Them

The first thing to think about is exactly who your target market is. The clearer you can get on this the better any of your marketing methods are going to be.

The next thing you need to understand is that the strategy is to deliver great value via social media. So this is the most important thing. You are there to help your potential clients.

Different Types of Value

There are a few different ways you can deliver value.  Here is a short list of some of the different types of value we typically see on social media:

  • information/education
  • beauty
  • humour
  • practical step by step & how to’s
  • inspiration or motivation

And that is by no means an exhaustive list.

I feel like this is the place where sometimes professionals in knowledge-based services get a little bit stuck. They often see people creating beautiful content, especially on the visual platforms like Instagram or Pinterest and then they feel they have to do the same. From the list above, we can see that there are quite a few other options other than beautiful pictures that are highly valued in social media.

While it’s great if you can create content that is visually appealing, as a professional working in a knowledge-based industry, most of your value is coming from the information that you have. So, don’t be afraid to share valuable and helpful information because this is predominantly what people are coming to you for.

You can consider which of the other types of value is also relevant to your business.

What Type of Content

So what form should this take? I would recommend experimenting and finding what works for your brand and your audience, but here is a few suggestions to get you started.

  • Face to camera videos explaining or summarising difficult concepts
  • Instructional ‘How To’ style videos
  • Easy to understand infographics (Very good for Pinterest)
  • Links to more in-depth articles 
  • Client success stories 

Best Behaviour

The final thing I just wanted to touch on is being exactly where your target market is and behaving in a way that’s acceptable for that particular platform. So, the etiquette, the way you behave on LinkedIn might be quite different to the way you behave on Instagram and that’s just a reflection of the different social expectations on those different platforms. If you use and hang out on these platform you will pick up on how people use them and what is and is not acceptable. Another reason to focus in on getting good at one platform, rather than spreading yourself too thin trying to be everywhere.

Hopefully, that gives you an idea about how you can go about delivering high-value content to your clients if you’re in an industry that is a knowledge-based industry.

I hope that helps and if you have any other thoughts, ideas or suggestions feel free to leave them in the comment section below. I’d love to hear from you.

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