6 Ways Having Your Client Featured as an Expert Adds Value

Having your client quoted in an article may not bring an immediate boost in attention, sales or followers (unless it’s The New York Times). If they don’t see the value in taking time to offer expertise to freelance writers, it’s time to educate them on the greater outcomes.

“ROI is a happy side effect if it happens,” says Philadelphia-based Esha Dev, founder of Saffron PR, “but I try to educate my clients about how traditional media coverage may not drive a lot of direct traffic or sales.”

Dev adds that PR can provide benefits like brand building. Placements can legitimize brands and lead to other opportunities when implemented in tandem with other core levers like social media marketing and partnerships.

Here are six reasons that pitching your client as an expert to journalists is a worthwhile focus for the long game.

SEO

This is a pretty obvious one. An article on a prominent media site that links back to your client’s personal or company website helps to build SEO value.

Traffic

Likewise, backlinks drive traffic to a client’s website, which can be measured, along with any conversions that come from those clicks. Custom tracking URLs aren’t used that often anymore, however.

Los Angeles-based publicist Alex Mione of Autumn Communications says she used to send custom URLs to journalists to help track placements but stopped because it was time consuming and didn’t yield great data. She also found journalists were guarded about using tracking links.

“I almost got my head bitten off once for sending a tracking link,” Mione adds.

(Worth noting: With affiliate marketing now a top revenue producer for major publishers, links are usually generated by the commerce team and not up to freelance writers.)

Credibility

This builds over time. The more your client is featured as an expert, the more their status as an actual expert grows.

“I don't believe I've ever had a client say they saw a spike in business after a story ran in which they were quoted as an expert source,” says Nashville-based publicist Liz Beck of Parthenon PR.

“On the other hand, I do think that type of mention can achieve other meaningful goals. For example, I have clients who, at the end of the month, want to see a long list of press hits regardless of type that they can package up and share with their investors,” Beck adds. (More on that below.)

Likewise, New York publicist Lindsey Smolan of VLIV Communications says her beauty and personal care brand founder clients find high value in being quoted as experts.

“It helps to establish them as thought leaders and industry experts within their space,” says Smolan. “While it may not boost sales or have any true measurement immediately, it’s incredibly helpful for building brand awareness and establishing the founder as an expert in his/her field.”

This exposure can be most impactful in a trade publication, Smolan adds, as it positions the person in front of other thought leaders in their industry.

Bragging Rights

We’ve all seen the websites, Instagram bios, and email signatures with “As Seen In” credits. Building up that list can be helpful in several ways, says Smolan.

“The client can distribute it to new wholesale accounts they’re looking to close, use it as a tool to help land speaking opportunities and for their own social media content.”

Investments

Virginia-based publicist Jen-Ai Notman of Blogilates, says placements that position a person as an expert are beneficial to investor pitching, too. “Having an ‘As seen in Real Simple’ or ‘Popsugar’ or ‘The New York Times’ are huge for investment rounds,” says Notman.

Confidence

A story quoting a client as an expert can bring them a nice boost of self-esteem that pays off down the road.

For example, “Maybe they frame the story to hang in their business's waiting room, a new patient sees and it helps push them to become a returning customer,” says Beck.

The Bottom Line on Expert Sources

 From a journalist perspective, connecting with and interviewing experts are major components of reporting, and most would like to receive more pitches about experts to help with their stories.

Building positive, value-based relationships with freelance writers that demonstrate that you or your client are committed to providing accurate information as expert sources will lead to them turning to you more frequently, often for a variety of outlets. And who knows? Maybe down the line, a front-page feature on your client will make sense.

Tell us: What’s a positive outcome you’ve achieved from getting a client featured as an expert source?