Marketing success via social media tools, blogs and even traditional means, relies heavily on the respect you can earn and the expertise you can wield. This success boils down to the authority you have in a topic area or industry. And it’s that authority that ultimately garners attention, affinity and response from the audiences you target.
In 2015, the value of Authority Marketing can’t be understated. But the best way to position yourself and your team for success is a hot discussion. Should you put all your eggs into group discussions on LinkedIN? Should your blog be chock full of video embeds and interviews with ‘thought leaders’? Or should you constantly barrage audiences with your messages on Twitter, Facebook, G+ and even Ello?
The reality lies in the middle with a balanced approach. As with any marketing effort, your best returns come when you leverage a variety of communication channels so you can reach the greatest audience. Additionally, a consistent voice and message is paramount to successfully using an authority marketing campaign.
Looking back to the original premise, how do you do that in 2015 when every business has its social fingers in the content pot? Your message is competing with messages from start-ups, virtual stores, big brands and actual competitors in your industry. The answer here is fairly obvious – stand out as THE resource in your organization’s topic area.
To learn how to do that, keep reading.
3 approaches to effective Authority Marketing in 2015
Research Your Audience
First, do the research. Find out who your audience is. Know them so well that you can ask the questions they might ask. Slip on their shoes and see what pain points, services and products are on their radar…then find a way to deliver solutions.
For example, if you’re a real estate broker in an exclusive town you had better have insight into what it’s like to live in that community. You should know the neighborhoods, the hot hangouts, the local news and the history. Once you’re armed with this information, you can empathize with authority and craft messaging to reach buyers and sellers.
Learn the Tools
Next, become an expert in the communication tools you can use to reach your audience. Is this group predominantly using Facebook to research purchases and connect with businesses? Are they rabid Pinterest viewers/users finding products to buy or getting ideas for projects? Do they consume video and place a high value on messages they find there?
Whatever the channel, understand the way it can be used in authority marketing. If being an expert resource on Instagram is your goal, see how Mercedes Benz gets tens of thousands of likes on every single one of the images they post. If Twitter is where you buyers are, find out how Delta, Skittles and Sportscenter built their connection with their followers.
Build Your Connections
Finally, slip into the pool strategically and start building your connections. Use subtle, supportive messages at first. Share and reshare valuable posts and content from others. Don’t jump up in front of the spotlight and demand attention. Building your authority takes a bit of time and effort, but it comes when the information you’re sharing has value. On all forms of social media you should ask questions to which you have the answers. Engage folks and get them to connect your business with expertise.
As mentioned before, positioning yourself on some channels is as easy as joining groups. Have representatives of your company join groups on LinkedIN so they can contribute topic-specific knowledge. Create videos of your C-suite executives and employees answering questions that come up regularly during customer service calls.
Most of authority marketing is doing what you do well, and sharing it with a larger audience. So listen a lot to what your customers want. Craft smart, expert responses to their problems. Then share this expertise. That’s Authority Marketing 101. Here’s to having a great 2015 with YOU as the star.