Most business owners and entrepreneurs want to establish their brand authority online and become more visible online. But social media following isn’t the same as having brand authority and expert status in your niche. Sharing a few posts on social media isn’t going to establish your brand authority or create expert status.
Over the last few years, I have coached many entrepreneurs, speakers, authors and coaches, and I know that brand authority is invaluable when it comes to building your brand reputation, charging more money for your services and becoming known in your niche as the go-to person of influence.
When I get to work with clients who are the ‘industry’s best-kept secret’ and help them transform into a recognised brand authority in their niche, it creates such a difference in the success of their business and brings in so many more opportunities.
Some of my clients have been able to double their prices, land media coverage and attract speaking opportunities and become recognised and highly sought expert in their industry.
But brand authority does not happen by accident, it happens by design.
Here are some of my tips and strategies that you can start to implement right away in establishing your brand authority:
Positioning yourself as a brand authority
If you want to be known in your niche, you first need to define your niche and your expert status in one key area. So when you are networking and connecting with people you can clearly articulate what you do, who you serve and how you can help them. This enables others to understand your expert status and hire you, refer you or recommend you to others.
Doing your brand authority audit online
We are living in a digital world, which means we leave a digital footprint everywhere we go. This means, your prospective clients can easily Google you and find information about you online. So make sure you do a regular online audit for your brand authority. Look at what comes up in search engines, remove any unwanted content, add articles and authority building publications and blogs that will position you in the best light possible. Update any old bios and descriptions on your social media platforms and remove any unwanted tags, photos or videos that no longer serve you.
Statistics show that 70% of marketers say consistent branding is the most important thing to keep in mind when communicating with prospective or existing customers (more info here).
Brand Authority using Social Media
Social Media is still a powerful tool to build your brand authority, but you need to use it in a way that positions you as an expert. That means putting your best foot forward, creating a stand-out brand and online presence. Using content in a way that creates a deeper connection with your audience and shares your story that builds the ‘know, like and trust’ factor.
This means when you do connect with your potential and prospective clients online and they start to consume your content, they start to build affinity with your brand and naturally move into your sales funnel to becoming a client or customer of yours.
Building a Brand Authority by offering your expertise
The reason someone is called an expert in their niche is that they have the knowledge, skill and expertise in a particular niche. If you are not sharing this knowledge with the world, you can not expect to become known for that expertise. So, your brand authority strategy needs to have opportunities for you to showcase your knowledge as an expert. This means being seen in the media, podcasts, interviews, contributing your knowledge, writing blogs and doing speaking engagements. This is by far the fastest way in being recognised as an expert and authority in your niche.
Related articles: ‘The Age of Branding | Does Building a Brand Really Matter?‘
Always be opportunity ready
Opportunities can come in the most unexpected ways. You never know when someone is looking for an expert, speaker or contributor. Maybe you are speaking on Clubhouse, or engaging in Facebook groups. Chances are someone is listening or reading comments, then following up your social media profiles and doing a quick Google search, without you even knowing.
Not having your online presence ‘opportunity ready’ could mean losing out on valuable collaborations, clients or opportunities.
Also, when someone does reach out to feature you, make sure you have your information ready to go, this includes speaker bio, headshot image, your social media links, titles of your signature talks and event testimonials or video reels. This could be the difference between doing free speaking and getting paid for a speaking engagement.
In conclusion, brand authority and expert status do not happen overnight. It may not be something you can measure with likes or followers, but over time you will notice the difference in how your audience, clients and prospects respond and convert. You will start to attract opportunities, gain more exposure and raise the value of your overall brand. I see this as an invaluable part of brand building for all (aspiring or existing) entrepreneurs, business owners, coaches, authors and speakers.
Want to learn more about building your authority and expert status? Read more on Women in Business Club blog.
Connect with me via Social Media and DM me for a free consultation to help you build your brand authority.