The process of building an Authority Marketing plan is different for everyone, but everyone who finds success in it aims to hit a minimum of seven main focus areas, which we call the Seven Pillars of Authority Marketing
Building a brand isn’t just about your company’s brand, but your personal brand. Before you can create visual images, logos, and online copy to showcase who you are, you must distill your personal brand into what makes you unique. To some, a personal mission separates them from the masses, while to others, their journey or story may be the most memorable aspect of their brand. Many experts focus on their teachings or science–the insight and knowledge that only they have in the industry. And for others, their tribe or community might highlight their personal brand best. Well-known leaders are very clear about who they are and what image they convey to their audience. They work hard to reinforce their best qualities in every communication about themselves, whether it is a radio interview, a quote in an article, or their online profiles.
A commitment to creating a significant amount of high-quality content, written specifically for your target audience is the best way to craft a strong omnipresence. Authoring a book is by far the most significant way to build authority with content, however, whitepapers, special reports, articles, blog posts, webinars, teleseminars, and podcasts should also be utilized. The focus should be on creating rich content for social media and constantly sharing valuable information with your target audience. As you create content to educate your prospects and customers, you build up your trust and credibility and nurture a legion of fans who are excited to consume what you create. Make sure your content is always relevant and posted regularly, so you stay top of mind when a prospect is ready to buy.
PR & Media
Getting your name and your company’s name mentioned in media is important because most people don’t believe what you say about yourself, but they will believe what others say about you. More importantly, they’ll believe what major media has to say about you. The authority that comes when you’re featured or interviewed on radio, magazines, or newspapers is noteworthy. When you receive mentions throughout multiple media platforms, it helps you build your online presence or “digital footprint.” Whether you appear on a major news station or a local radio station, the audience assumes you are the authority because if you weren’t why else would these outlets invite you as a guest? Marketing is about perception and, hopefully, that perception is built on reality. But people buy the perception, not the reality, and as you build your authority, you want the perception to be Vthat you are the number-one-go-to person in your field.
The best way to enforce your authority position and generate high-quality leads almost instantaneously is speaking. If you are not comfortable speaking in front of large groups of people, then you need to find someone in your company to represent you and your brand in that way. Similar to the way an audience responds to seeing you being interviewed on the news, people automatically assume you’re an expert because if you weren’t the company or organization putting on the seminar wouldn’t have invited you to speak. In addition, if what you say is competent polished, and professional, you will connect with a subset of the audience that will fall in love with you at first sight. They’ll want to speak with you afterward and do business with you
If your best customers went to a cocktail party, would they brag about you to their friends? There are two types of referral marketing: client referrals and referrals from influencers. No matter the type, referral marketing is about marketing relationships. Client referrals are the most common and are generated from an outcome of great service. Often times, business leaders miss opportunities to get referrals from influencers.To succeed in gaining these valuable referrals, create a target list of people who are in front of a group of your prospects everyday.
The most successful businesses have tribes of customers. They create these tribes because they build relationships by engaging their clients to the highest level possible. This strategy is important because engagement signifies loyalty, and loyalty signifies consumption of your product or service. Holding annual events is one of the best ways to upsell, build additional loyalty, and expose more people to your tribe.
Just as pillars have supported some of the oldest, most well-known structures in history, our Seven Pillars of Authority Marketing support you and your brand. Every aspect feeds into the next, and all of it comes together to create a mass of positive marketing that, when implemented well and deliberately over time, leads to ongoing and growing generation of authority and ultimately, an influx of business that allows you to do business on your own terms and only with those who you want to work with. Put the crown on your head, use the pillars, and rule your industry.
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