The quest to achieve authority marketing – making your digital brand a known entity in the market – can feel like waving your arms to get people’s attention across a baseball stadium. You can wave so hard that sweat saturates your Bogaerts jersey, but your friends across the ballpark are still unlikely to notice your desperate signals. What might you do?
If your friends across the stadium knew that you are always the person who brings the largest, funniest signs to the stadium, they’d look for you themselves instead of waiting for you to make enough noise to grab their attention.
As a startup company, after you’ve found your brand’s unique point of difference the odds still appear against you that your target audience will become aware of it. What’s a startup to do? For digital brands, the trick to gaining a receptive audience isn’t shouting louder or waving your arms wider, but instead by building brand authority online.
Building authority for your brand online
Having brand authority means becoming so well known as an expert in your target market that people will search for your brand proactively – even if similar products or services could also solve their problem.
It’s not surprising, then, that in order to make your business stand out from the crowd, you must first make yourself a known expert in your niche or industry. And there’s no better place to start than with effective authority marketing tactics that other successful brands have used.
How to achieve authority marketing
The good news is that there are many ways to go about achieving authority marketing in any industry. Entrepreneur contributor Adam Witter, CEO of Advantage Media Point, identified the “seven pillars” of making yourself a known entity in your industry. These are:
PR and marketing
The bad news is that all of them take time and effort, and require being very intentional and thoughtful. To simplify this process, a good place to start is looking at each one individually and integrating them into your overall marketing strategy.
Authority marketing arises from offering your audience insights that are useful, unique, and interesting. And there’s no quick snap-your-fingers path to building that kind of content and outreach. So, get ready for some diligent daily work.
Following are 6 effective content tactics that can help you achieve authority marketing and make your business stand out from the crowd.
1. Be incredibly helpful
Your target market has problems. This audience no doubt also has questions. They are confused or intimidated or uncertain – and they’re looking for a solution, an answer to their problem.
Can you help them?
Sujan Patel, digital marketing expert and co-founder of Web Profits presented an insightful post on his blog, writing:
“If you want people to view you as a genuine expert, then you’ll need to demonstrate that your solutions can provide real value. And the best way to prove this is by helping your target audience solve real problems and pain points.”
Let’s take this one step further. Can you be so helpful to your audience that they will tell their friends about it?