If you are not systematically and methodically establishing yourself as an authority, at least in your target market, you are ignoring the true power behind the marketplace. This is the axiom behind authority marketing. As a business professional who works within a specialty sharply differentiated from others around you, you are, by nature, an authority in your chosen field
An authority has all the knowledge stored away. An authority who disperses his or her knowledge in a way that people rely on and seek is a celebrity. Authority positioning affords a business the ability to leverage its experience to gain an elevated expert status within the specialized confines of their industry. You become an educator and advocate for the success of those who rely on you; then, your audience can find (and trust) you.
Fast-Tracking Your Authority
Strategies used to optimize your position as an expert celebrity include highlighting local (or regional) press, writing books and other authoritative and informative materials, and distributing your writing so that it becomes widely available. You must provide your target audience with so much content and proof, showing that you understand and empathize with their needs, so that you are the only choice in their minds. This could be done by being interviewed on podcasts your target audience listens to, or even starting your own podcast so you can open huge doors of opportunity for your business by interviewing influencers in your industry.
For example, one of my clients, for whom I’ve helped position a podcasting strategy, has told me that their podcast is now syndicated on different platforms, increasing its exposure. My client also uses the platform to approach prospects with the ask to interview them, opening the door for future conversations about my client’s expert services.
Think about this: If you were looking for an accountant to help your business reduce its tax burden, how would you make your decision? With the first accountant, you meet him at your local leads group and think he’s pretty friendly, at least from what you can see in early morning networking meetings! With the second accountant, you notice he was recently featured in your local chamber of commerce business luncheon, wrote a book on how to maximize tax deductions for small businesses and has a weekly podcast you listen to about changes in the tax law.
Both may do a fabulous job, but we are all so busy that we tend to make decisions based on who seems to be the most qualified, and this is tied to visibility. In fact, the accountant who has established himself as an authority has vastly improved his “perceived value” in the marketplace.
Placement And Positioning
In the real world of business, I have found that respect comes not from media savviness but from the ability to make your knowledge into something useful for others. The primary way business owners can generate widespread respect for their authority is through understanding the technology and methods they work with and generating solutions from them.
Being able to generate and distribute applications for what you know will garner substantial unassailable value. Authoritative entrepreneurs must display not only a tolerance but a thirst for change. When others are unsure of their response to change, the authoritative business owner must maintain a consistent viewpoint that portrays a protocol in place to allow change to be integrated into the business.
Perceived known business experts will enjoy the benefits of search engine priority. Many times, you will enjoy the benefit of Google indexing a piece of content you publish so that it is strategically highlighting your name, business and area of specialty. This is powerful when people are searching your name after being referred to you. But before they reach out, you want to frame your expertise!
Look for ways to document your knowledge. It may be recording your thoughts with your phone about a specific problem you recently solved for a client. Guess what you can do with that? Transcribe the recording and repurpose it into a blog post, your next email update to your clients, a social media post — the list goes on! See how easy this can be? But the first step is getting started and deciding to keep it up, even if it’s only once a month!
Remember: Building your authority should be your No. 1 priority.