What's the one thing separates successful digital marketing initiatives from those that seem never to deliver a significant ROI?
The answer is brand authority.
Building authority for your brand can increase the level of trust your client base has in your business. It can make your company the go-to online resource when a potential client has a question or a problem (which we like to call pains).
With the right mix of online brand building strategies, you can carry your company to its next growth target.
What is Brand Authority?
Brand authority refers to the trust a brand has earned among customers, and the degree to which they see your brand as a subject-matter expert. A variety of factors can influence authority, including robust and compelling content, an active online presence, and engagement over social media.
Online authority reflects the degree to which you promote your company’s expertise across channels.
The Value of Brand Authority: How Authority Drives Business Growth
Building brand awareness in tandem with online authority can accelerate and increase conversions for your business. These two factors can work as attractive forces on potential clients, amplifying the effects of your online marketing efforts. The more customers learn to trust your business, the more likely they will be to patronize it.
With a strong brand, prospective clients will be more likely to interact with and use your content when they see it. Also, a strong brand can attract a loyal customer base that seeks you out first before turning to your competitors. It can also help you to attract the attention of influencers within your industry, who can then use their authority to promote your brand.
7 Ways to Become an Authoritative & Trustworthy Brand Online
Building your online authority starts with improving your visibility online. Authority is important for SEO because it can help to increase your site’s click-through rate and the number of backlinks it receives, which can improve its rankings. There are many different ways to build online authority, allowing you to tailor a strategy best suited to the needs of your business and brand.
1. Use On-Site Content to Establish Your Business as Credible Resource
You can turn your business into a credible source by writing authoritative posts on your company's blog. It should host amazing and relevant content that's written for humans and focuses on your buyer persona's pain points. By regularly creating new and informative content, you can also keep your customer base active and delighted.
2. Contribute as a Guest Blogger on Authoritative Sites
Every industry has a constellation of blogs which tract the latest news and trends for those who work in it. Guest blogging on any of these sites allows you to share expertise with others, which can help to establish your brand as an authority in your industry. Guest blogging can also bring more traffic to your site while building brand recognition and trust among potential consumers.
3. Take Advantage of Social Media
Social media allows for nearly limitless opportunities to connect with customers, potential business partners, and influencers within your industry. This means you can easily share knowledge and quality content with a broad audience. You can also transparently address questions or criticisms as they arise, all of which can help to increase the trust customers place in your business.
4. Raise Your Profile with a Coveted Industry-Wide Award
Winning an award from a trade group within your industry can help to raise the profile of your business. It’s easy to convince others that your brand is an authority when you’ve already won official recognition for your work. You can also display seals from any awards you have won on content offers, which may make it more likely for readers to engage with your content.
5. Show Social Proof aka Highlight Customer Testimonials
Testimonials can be highly useful tools for building authority for your brand. Each testimonial or online review provides an opportunity to explore the products or services you offer and to show how they can positively impact your customers. Also, testimonials can provide your business with social proof, since they show real people are willing to use their reputations to improve yours.
6. Host an Online Conference or Event
One creative way to position your brand as an industry leader is to host an online event or conference. You can cultivate a sense of exclusivity if you’re able to attract some well-known influencers within your industry, which can also help to burnish your brand’s reputation as a leader.
7. Develop and Host a Podcast
Quality content doesn’t need to be limited to text or images. A podcast can allow you to reach a whole new subset of your market who may have an easier time connecting with your brand through an audio format. You can also generate enthusiasm and establish yourself as an industry leader by inviting expert guests and by exploring topics relevant to your customer base.
Every touch point is an opportunity to build brand authority in your industry. By focusing on creating high-quality and relevant content across channels, you can demonstrate to others your company’s knowledge and expertise. This can help to elevate your business above your competitors by showing potential customers that your company is in a league of its own.