How to Create a Marketing Strategy that Builds Authority
There are many different triggers that convince prospects to become customers. One of the most significant buying triggers is authority. We buy from people and companies that we consider to be experts. Your marketing strategy can and should ideally include building a reputation as an industry expert. Here are a few tips, ideas, and tactics to create a marketing strategy that positions you as an authority.
Make a Difference in People’s Lives
There are actually three steps to the authority process. The first step is to make a difference in people’s lives. From the perspective of building a marketing strategy around this step you can turn to both content and to your products or services.
-Make sure your products or services are valuable and that your customers receive the intended benefit
-Provide consistent value in the form of content. We’re talking about providing valuable tips on Twitter, sharing information, news, and ideas on Facebook and your blog. Write articles for notable publications and strive to use your content to provide consistent value. Whether you’re emailing prospects, connecting with them on social media, or reaching out on your blog, make sure that the information you’re providing has the power to change lives for the better. Provide value, build authority.
-Connect on a personal level with your clients and learn how you can help, provide value, and make a difference. Leverage that information into better business systems, products, and information.
-Respond to blog comments in a manner that helps not only the commenter but also any people reading the comments to further their understanding. And leave insightful and useful comments on industry blogs where your audience is present. Make a good impression.
Demonstrate That You Can Make a Difference
While the first step is to make a difference, the second step in becoming an authority is to demonstrate to your prospects that you can make a difference. It’s the proof step so to speak. In terms of your marketing strategy this could take many forms.
For example, you might use case studies to demonstrate your capacity to make a difference. Testimonials, reviews, and a strong word of mouth or referral marketing campaign can also help spread the word about your expertise and authority.
Connect with industry leaders. Follow them on social media, comment on their blogs, and invite leaders to be interviewed or to partner with you on projects. For example, you might invite an industry leader to contribute a chapter for your next book or to host an online fundraiser with you. Partnering with industry leaders demonstrates to your audience that you are respected in your community and considered someone to turn to for assistance and guidance.
Communicate With Integrity and Authenticity
Finally, in all communications whether you’re establishing authority or sharing that authority with your prospects, make sure to communicate with integrity and authenticity. Consumers are savvy and they can smell a fraud from a mile away. Be genuine both in your efforts to make a difference and the way you share that information. Building authority can take time but when it’s done from a place of integrity you’re on the right path.