3 Easy Ways to Build Authority
And Make Your Business Stand Out
Tell me if this sounds like you.
You’ve started a new business, which by all accounts should be a great success. But there’s a problem: no-one is interested.
How can this be? Other people are doing exactly what you’re doing and making money. So what are you doing wrong?
You haven’t created authority around your offer or brand.
Here are the three principles I teach entrepreneurs to help them build authority in their brands—the same principles I used to build my own authority.
And why is it so important to build authority? Because that’s how you get your customers to trust you.
Okay, so how do we do this?
When I say ‘be present’ I’m not talking about being in the moment or anything like that. I’m talking about being where your people are.
By now you should have already done your research and know who your target market is. But being present these days also means being on social media platforms—or at the very least Facebook.
Why? Because it’s the most widely used social media platform, and has quickly become a media/advertising/branding/gathering place/what-have-you Mecca for every business on the planet that wants to make money.
(The techniques I’m about to describe focus on Facebook. But feel free to apply them to other social media platforms.)
There are two ways to build authority on Facebook:
- Create your own group
- Use other groups. (Don’t worry, there’s a way to do it that is totally ethical.)
When you create your own Facebook group, you’re effectively opening a line of communication with everyone who joins.
And to keep that line open you need to post consistent, relevant content, and be available to respond to your group members. Otherwise, all you’ll get are crickets.
This builds trust with your members, whom you can then convert into customers.
(Here’s a step-by-step tutorial on how to best set up your Facebook group for maximum engagement .)
You should also use other Facebook groups to build authority. I know it sounds sleazy, but if you do it right the group owner will love you for it. It could even open doors to collaboration.
What you’ll be doing is spending time in groups related to your industry.
Start by learning the rules, because if you violate them you risk being banned. And that’s no way to turn the other members into customers.
Second, pay attention to what the conversations are about.
Do you have experience or knowledge in those fields? Chime in. Are they asking questions you can answer? Answer them.
The more time you spend helping other people, the more likely they’ll remember you.
You’ll become a go-to person for help in that group, and a serious time-saver for the group owner.
Which means that when the group owner posts those awesome “Share your links” posts, it will be easy for you to start converting customers.
Before people will trust you they need to know you. And one of the best ways to do that is to get in front of a camera.
Like a lot of entrepreneurs, you may find this incredibly difficult. It may be one of the most difficult challenges you’ve ever faced. But that’s no excuse, especially when today’s technology has made it so easy.
“But I’m not good at public speaking.”
That’s okay, because you’ll be in a room by yourself looking into a lens.
“But I stumble over my words.”
That’s what scripts are for.
“But I just don’t have that ‘camera-worthy’ look.”
I don’t even know what that means.
Look, everyone’s doing it. In fact, these days it’s almost expected. And that means you need to do it too.
You also need to be live. Fortunately, Facebook gives you the tools to do it.
Facebook Live is quickly becoming one of the easiest ways to get in front of your community without spending a cent.
And the best part? If you can write a blog post then you can do a Facebook live. All you need to do is repurpose that content, and talk candidly into the camera.
Facebook Live is still relatively new, and so it’s not overly saturated yet. But it will be soon, so getting in now will put you way ahead of the competition.
You can also use launches. However, these are more suited for launches. They’re also a little trickier to set up because you need to use specific techniques to get and maintain engagement.
Either way, the result is the same.
And the pros all agree—it’s time to go live.
If you don’t, you risk falling behind and missing the chance to find your audience and convert them to customers.
Be a Guest
This is an easy but very effective strategy for building authority. And people have been using it for a long time—even before the internet was created.
Be a guest on blogs and podcasts. Collaborate on YouTube videos. And get in touch with relevant publications that will interview you.
“But I heard guest posting was dead.”
Did you? Well, I’ve been doing it and getting great results. And I’m not the only one.
Google ‘guest posting’ and you’ll get conflicting points of view. But the opportunities are still out there, and if you’re prolific enough people will start recognising your name on popular blogs.
That’s authority my friend. That’s the point.
A great way to find relevant blogs that accept guest posting is to Google “write for us” and your industry, product or service (e.g. “write for us” skin care). You can also can use this technique to find guest spots on podcasts.
When the list of websites pops up simply click down the line, send a lovely email (or submit a request in the content page) and wait for a bite.
Prepare yourself for some rejections. Because it’s such a popular method, websites get pitches constantly.
But if you familiarised yourself with the site, and pitched a relevant idea, you’ll get a few bites.
And then a few more.
And then eventually someone will contact you and say, “Hey, I’ve read your work before. Would you mind posting on my site?”
So there you have it. Three easy ways to build authority in your industry. Yes, it will take time.
But keep in mind what Einstein once said: “It’s not that I’m so smart, it’s just that I stay with problems longer”.
Over to you
What about you? What did you do to build authority in your business?
A smashing post packed with ideas, many of which I’ve tried and tested myself, so I KNOW they work. It’s so important to ‘put yourself out there’, which I know many of you find difficult. But a little bravery can help boost your business success.
So pull up your pants, and be brave my fellow copy beasts!
Darian is a copywriter, marketer and branding addict.
She enjoys a hard margarita and spending hours at the computer without blinking.