Brand authority is essentially the extent to which your customers trust you and see you as an expert in your industry.
Having brand authority allows you to build better connections and relationships. In turn, this makes it easier to start new projects because of the support you’ll have. And, if you’ve spent time building your authority, you’ll convert more sales and even be able to command a higher price for your products and services.
So, how do you build your brand authority and increase interest in your business? Here are six ways to explore.
1. Publish Content on an Ongoing Basis
Content marketing is an incredibly useful means of establishing your brand authority.
If you’re doing it right, it means you’re answering relevant prospect and customer questions on a monthly, weekly or even daily basis. And, if you can ease your target audience’s burden, they will keep coming back for more.
As visitors turn into leads and leads into customers, your authority will increase.
2. Guest Blog on Other Authoritative Websites
What websites does your target audience frequent? If possible, you should find a way to appear on each of those websites. If you’re in the marketing field, then sites like Marketing Land, Search Engine Land, and Search Engine Journal should be in your crosshairs.
One way you can achieve that is by guest blogging. So, this gives you a valuable opportunity to show up in front of your target customers without having to do the hard work of building traffic to your website.
But don’t forget – if you’re going to guest blog, you need to create valuable content. Don’t set forth a halfhearted effort, as this has a way of backfiring on you and lessening your brand authority.
3. Host a Conference or Event
If you host a relevant industry conference or event, your authority will go through the roof.
But as with anything else you do, you need to deliver a quality experience. It won’t do you much good if you sell a bunch of tickets, only to invite people into a disorganized mess. Your event should add value to the people you’re putting it on for.
4. Utilize Customer Testimonials in Your Marketing
There are few things more potent for brand authority than customer quotes or testimonials when it comes to building authority. You can say whatever you want about your own company. What forms the foundation of your public image is what others have had to say about your company.
So, don’t forget to use testimonials in your marketing. It will elevate you in the eyes of your target audience.
5. Write & Publish Books
Writing a book is generally a long-term proposition. And, it doesn’t necessarily generate a lot of money. But it will build your authority like nothing else.
A book is essentially an expensive business card. Though it may not be a moneymaker unto itself, it should help you land speaking engagements, consulting appointments, and even the opportunity to sit on the board of particular companies. This is what makes a book such a fantastic authority building tool.
6. Create Relevant Courses
Publishing relevant courses is another excellent way to build your brand authority. As with publishing a book, putting together a relevant and cohesive course can be time-consuming and challenging. So, anyone that takes time to create a great course is an authority on the subject matter.
And keep in mind that there are no “win” buttons when it comes to building brand authority. Often, this is a slow and deliberate process. If you’re in a particularly competitive market, recognize that it may take time for you to break through. Be sure you are clear on what makes you stand out in the market.
So, what have you been doing to build your brand authority? What tactics have worked for you?
Let us know in the comments below.