Domain expertise is specialized knowledge in a particular field or industry. It’s a more granular version of general knowledge, which simply means you know a little bit about the subject.
You can acquire domain expertise through a combination of experience, academic studies, and hands-on work. It’s amassed over time, and once you have it, you can call yourself a bonafide subject matter expert (SME).
If you’re a business leader, you obviously want to be well-versed in your niche. Yet, how does domain expertise help you reach more customers and expand your marketing presence? Today, we’re explaining the connection between the two.
The Basics of Domain Expertise
Before we dive into the nitty-gritty of industry domain expertise, let’s start by answering one question: What is a domain in the first place?
Put simply, this is a business territory. It might refer to healthcare, IT, education, retail, or any other specialized discipline that requires a specific set of skills. While anyone can excel in these areas, it doesn’t happen overnight.
It takes hard work, dedication, and time to learn those skills and become a domain expert. For instance, someone interested in technology might decide to specialize in software engineering. To do so, they’ll complete the steps required to learn the different operating environments, coding languages, and design attributes.
This turns their basic competency into domain expertise. They’re no longer just outsiders interested in the topic. They’re immersed in it and can speak confidently about its various aspects.
Domain Expertise and Marketing
As you grow in your career, there’s apparent benefit in becoming a domain expert.
First, it makes you a more marketable candidate for any position you choose. Companies across myriad industries are always looking for people with specialized knowledge that can help their businesses expand. Professionals who have committed to excelling at their craft can typically demand higher pay and more flexible work hours in exchange for their targeted knowledge.
Yet, personal gains aside, what can your unique skills do for the business you serve? Let’s take a look at how domain expertise benefits your company’s marketing and outreach approach.
Establish Thought Leadership
When a company has thought leadership, it means that outside customers, partners, and prospects view them as leading experts in their field. For instance, when you think of sneaker brands, you consider Nike and Adidas to be top of their game, right?
You don’t think about the mom-and-pop shoe brands that are still trying to make a name for themselves. The same applies to tech companies like Google, Apple, and Amazon. They’re visible players in their respective spaces.
While you might not aspire to reach Nike-level status, you can stand out as a primary influencer in your business area. This comes from hiring people who are the best at what they do: domain experts.
Marketing-wise, this is a smart move. People trust thought leaders and turn to them for advice, often weighing their credibility before patronizing them. In fact, one study revealed that 55% of decision-makers use thought leadership as their chief way to vet a business.
Want to turn heads and get people talking? Ready to establish your company as the go-to voice of authority? Invest in the domain experts who can take you there.
Super-Charge Inbound Marketing
Inbound marketing is the process of attracting customers by creating and distributing great content. From long-form blog posts to social media posts, there are many different types of content you can create.
Yet, not all content converts.
It needs to be relevant, actionable, and helpful to the reader. They can discern a fraud from a mile away, and they’ll be able to tell if you actually know what you’re talking about. If a domain expert is behind the keyboard, it will show.
Appeal to More People
While it’s important to hire domain experts at your company, don’t limit yourself to one department. Instead, seek to hire experts who can take every team to the top.
This means looking for people with marketing expertise to head up your sales and marketing department. Hire IT experts for your tech group. Hire certified project managers for your warehouse.
As you do, you’ll be able to impress and reach a greater number of people.
When someone calls your customer service department with a technical question, you’ll know exactly who to route them to. Is a customer interested in partnering with you on a new endeavor? Consult the project management expert.
Varied industry knowledge is the key to responding to the needs of your target audience. It gives you an advantage over competitors who might be skilled in one area but lacking in another.
Expand Your Partnerships
Solid industry partnerships can help you achieve next level marketing success. With the right teammates by your side, you can build brand visibility, grow customer loyalty, and even expand to new markets.
Yet, this is a highly competitive sector, and the very best partners are understandably selective. They vet companies thoroughly before signing with them, ensuring that they possess the right skills and experience that they need to round out their portfolio.
When you have domain experts on your payroll, your company becomes a more attractive partner. As you grow your B2B relationships, you’ll gain access to a wider network of buyers, leads, and customers who are interested in your products and services.
Establish Domain Expertise to Grow Your Business
The process of building domain expertise can be a long and laborious one. Yet, it will ultimately pay off in the end. When you create a team that’s filled with the best of the best, the results will speak for themselves.
Invest in people who are the best at their craft. These are the ones who have studied hard, worked harder, and put in the work required to succeed. Customers will notice the difference, and you will, too.
Looking for more workplace advice? Check out some of the other guides in our Business section!