If you’ve been doing your job or running your business for a while, you know what it’s like to be counted on for your expertise and knowledge. Maybe your internal workers come to you because you’ve done something a thousand times and can show them exactly how it’s to be done. Maybe your clients come to you because they know you’re an innovator and can be creative in ways others can’t. Maybe others in your field look to you for guidance because you stand out.

If any of these apply, you are a Subject Matter Expert.

SMEs, as they are called, are a powerful ally to any marketing mix. When you are (or you are someone on staff who is) a subject matter expert, your reputation will land customers and help keep them. A subject matter expert adds value to your operation in several ways.

• When a customer knows they’ll have an expert to support their decisions and guide them, the buying process is made easier.
• When something goes awry or a delicate situation comes up, an expert has ways around the situation.
• An SME can produce fresh content or perspective on a situation, thus adding credibility to your message.
• An SME may attract other SMEs to your cause, further networking your cause.

It doesn’t matter what field you are in, becoming an SME will add value to your business. If you don’t have the time or skill to step up to the plate, hire someone who does. The perks of having an expert on staff will pay off many times over.