How To Become An Authority In Your Industry
How To Become An Authority In Your Industry By Freedom Eche January 2019
Establishing yourself as an 'Authority' in your service area is crucial if you want to cultivate credibility and trust, especially in this day and age where there is so much competition for eyeballs, attention and ultimately, sales from other brands.
If you're just starting out and therefore, not very well known, it will be an uphill struggle to gain traction and visibility, so you need to know how to strategically position yourself for optimal exposure.
Below are some of the most effective methods you can apply to do this.
1. Start a Blog
Blogging is a relatively inexpensive method to provide relevant information online to people who may have an interest in the product that you offer on your main site. On blogs you can show more of a personality and develop a unique voice that stands out from other brands. To maximise the effectiveness of your blog, you must consistently provide your audience with information that is relevant to them and helps them solve a problem. Doing this builds trust which in turn makes people come back to you for more information so that you become their go to person whenever they are in need of a 'How To'. Being a trusted source of high quality and valuable content is the apotheosis of any blogger so strive to do your homework and understand your audience preferences and needs and then shape your content accordingly.
2. Guest Write
Guest writing on websites, blogs publications and news articles that have related content to your own is not only a great way to gain more exposure, but in the minds of your own customers and those on the site you write for, it shows that you are credible and sufficiently knowledgeable about your field to be invited/allowed to publish content for their customers and visitors. If people really value your effort then it's highly likely they'll share it.
3. Video Tutorials
After Google, Youtube (Google owned) is the world's second most popular search engine. (5 billion videos viewed daily) Video content popularity is at an all time high with people preferring it more and more than written content. Creating a series of videos teaching or speaking on your area of expertise will give you exposure to people that are much more video orientated. The more value people get from your content, the more they're likely to hit the subscribe button and share. Your videos can also be shared on Facebook, Instgram, Twitter etc
4. Live Video
There's a directness about live video streaming that is unparalleled by any other form of media. According to Kathy Klotz 'What streaming video does best is allow brands to drop the corporate veil, connect human-to-human, and allow users to participate in brand storytelling in ways that enrich the customer experience.'
Live streaming allows your customers or fans to engage immediately with you and enables your audience to share their thoughts, opinions and tell you what is is they like about your content and what could be improved. It's breaks the invisible wall that other forms of media have and with live video you can do things like give your audience a tour of your business grounds, meet the team behind the product and show them live how much care and attention is given to preparing the product they buy.
5. Give Free Content
Who doesn't like a freebie right? In the business environment people buy from brands they know and trust. Therefore, giving away free content in the form of books, training sessions or podcasts is a good way to start gaining a reputation as an authority in your field because it enables you to create value for people at no cost to them. As a result, this will gain you a group of loyal followers who will share your content with their network. But don't just give away any old content, make sure it's your best because people will decide whether to buy your paid content in future based on the quality of the free content now.
Giving away free content is also an excellent strategy from a marketing point of view. Everytime you do a giveaway make sure it leads back to your website, social media handles as this will create an opportunity for conversions, leads and getting interview opportunities.
6. Public Speaking
There's something about the directness of public speaking that makes it such a powerful method for brand building. One of the best known public speaking forums is TedEx and watching one of their presentations, even if it's on video, gives you a sense of it's effectiveness in building a connection.
There's an intimacy with an audience of people that no other medium can give you. Public speaking events give you an opportunity to engage with the audience before, during and after your presentation. If you've decided to film the event, or more than likely, people with camera phones film it then it's likely to end up online too.
Public speaking allows you to do more than just speak. It allows you to drop the corporate front and you can turn your presentation in to a performance, entertain, make people laugh and give them something that is more distinct and more memorable than hours and hours of web seminars. Public speaking events are good places to network with other industry insiders, get new connections, new leads and create collaborations face to face.