In the bustling world of marketing, the debate between specializing and generalizing is a constant chatter. Should you wear many hats to stay versatile, or focus on one area to become an expert? On a recent episode of Blame It On Marketing, we sat down with Lea Turner, a renowned LinkedIn trainer, to unpack the benefits of owning your niche in the marketing landscape.
Lea didn’t start her journey as a marketer. “I wasn’t a marketer before I became a LinkedIn specialist,” she shares. Running a small transcription business, Lea relied mainly on word-of-mouth until she discovered LinkedIn. Her swift success on the platform wasn’t just a stroke of luck—it was a revelation of her innate marketing prowess.
"Specializing in LinkedIn made it so much easier to find clients that need that specific thing."
Lea’s accidental niche led her to attract a massive following—160,000 strong—and thousands of clients eager to tap into her expertise. Her story underscores a crucial point: niching down doesn’t mean limiting yourself; it means honing in on what you do best, making client acquisition more straightforward and your content more targeted.
For those venturing out on their own, having a specialized focus can be a game-changer. Lea emphasizes that while you don’t need to narrow your specialization to an extreme degree, having a clear area of expertise makes marketing your services more effective. This approach not only attracts the right clients but also simplifies the content creation process.
"If you're running your own business, specializing in one area makes it so much easier to find clients."
Moreover, specialization helps in building authority. By consistently delivering value in a specific domain, you position yourself as a go-to expert, fostering trust and credibility among your audience.
With the surge of LinkedIn trainers and marketing gurus, distinguishing genuine experts from the rest can be challenging. Lea offers valuable advice on identifying who to trust:
"If they're not innovating or sharing their own real thoughts and ideas, can you trust them?"
Lea’s approach to building authority through platforms like Clubhouse, where she engaged directly with the audience, highlights the importance of authentic interaction over polished scripts.
One of the standout topics in our conversation was the significance of being yourself on LinkedIn. Traditionally seen as a platform for polished corporate images, LinkedIn has evolved into a space where authenticity reigns supreme.
"Standing out was a great marketing tool. There were a lot of people that did think differently, that didn’t feel like they fit the mold."
Lea broke the corporate stereotype by sharing her genuine self, including her personal journey and challenges. This approach not only resonated with her audience but also attracted corporate clients who valued her authentic representation.
With authenticity comes vulnerability. Lea shared her experiences with pushback and inappropriate messages on LinkedIn. Her strategy? Stand firm and set clear boundaries.
"When you put your head above the parapet and do something differently, you're going to get pushback."
Lea advises handling harassment based on your mood and energy levels. Whether it’s blocking, reporting, or delivering a sassy comeback, the key is not to internalize the negativity.
"You don’t have to feel that responsibility. If you're not comfortable combating it, just block, report, and remove."
Her proactive stance not only protects her well-being but also empowers others to handle similar situations effectively.
Lea didn’t stop with her personal brand; she extended her expertise to businesses looking to empower their teams. She emphasizes the importance of transparent social media guidelines that evolve with time, ensuring employees feel confident and clear about their online presence.
"Businesses need to have comprehensive social media guidelines that are always evolving."
By fostering an environment where employees can authenticate their personal brands within set boundaries, companies can attract diverse talent and build a more authentic corporate image.
At the heart of effective marketing is the ability to connect on a values level. Lea highlights examples of professionals who stand out by showcasing their unique personalities and strong values, thereby attracting clients who resonate with them.
"If people see you've got strong values and respect you for it, they'll still wanna work with you."
Whether it’s the “singing accountant” or sales influencers with a knack for comedy, aligning your content with your core values can create meaningful connections that transcend traditional marketing tactics.
Lea Turner’s journey from a small business owner to a LinkedIn marketing powerhouse offers invaluable lessons for marketers navigating the specialization vs. generalization debate. Her emphasis on authenticity, clear branding, and handling online interactions with confidence provides a roadmap for those looking to make their mark in a crowded market.
Ready to dive deeper into niche marketing? Check out Lea’s resources and explore how you can own your niche effectively:
Embrace your niche, stand out authentically, and watch your marketing efforts soar!