As a business owner, chances are that you’re continually looking for ways to improve your methods and processes. The overarching aim is always the same: to increase your sales, grow your profits, and expand your reach.
If you’ve looked into this before now, you’ll have stumbled across the concept of positioning yourself as an industry authority. The idea behind this is that it enhances the profile and apparent trustworthiness of your brand, so that consumers are more likely to put their faith in your business.
However, understanding the importance of authority and achieving it online are two very different things, and only one of them will deliver tangible results, which is why we’ve written this article.
A simple guide to accomplishing your end goal, it will explore a number of straightforward ways to earn repute on the internet.
Achieving authority online is essential in increasing your search engine rankings and growing your traffic and sales, but there’s no easy way to accomplish it. If you want to be seen as a thought-leader in your field, you genuinely need to be one, so first and foremost, look at ways you can educate your audience.
The simplest way to do this is by thinking about contemporary issues within your field and then informing page viewers about these. Let’s say, for example, that you work within the renewable energy sector. To attract consumers, you first need to explain the issues that make your product pertinent to them; for example, the problems relating to traditional alternatives, such as carbon emissions from fossil fuels and the harm these can do to the environment.
Be a teacher, and those in search of answers will come to you for the knowledge you can provide.
It’s not enough to educate your audience; it has to be done in a way that they can understand and digest. This means that while sharing highbrow articles and scholarly research can be effective in establishing you as an authority, such an approach should be tempered by the addition of simpler and more explanatory materials.
Look, for example, at Top Online Forex Brokers and the approach they use. As a company that specializes in mobile forex trading, they provide lots of different and useful resources, including those which are aimed at beginner traders, such as the page linked to above. Stripping it back to basics, the article explains mobile trading in the simplest possible terms, being educational, informative, and useful all at once.
Anyone considering mobile trading is likely to stumble across this page in a completely organic way, thereafter recognizing the company as an authority and a trusty source of information moving forward.
You needn’t keep your efforts confined to your own website. Companies who are truly committed to establishing themselves as authorities should also look further afield for chances to spread their knowledge, and there are lots of different avenues open to you.
For starters, industry-specific Facebook pages can be a great way to stumble across those in need of expert help, and will give you a platform not only to answer questions, but to have those questions seen by every member of the group.
Forums can work in the same way, providing plenty of opportunities to share your knowledge and demonstrate your expertise. The long-lasting nature of such posts is especially handy, as anyone who has a similar query in the future is likely to find your historic response and have you instantly affirmed in their mind as an expert in your field.
For example, those in the equestrian industry may use forums like Horse and Hound, while letting agents may wish to immerse themselves in discussions on sites such as LandlordZONE.
As well as disseminating useful information written by you and other members of your in-house team, your social media platforms and websites can also take advantage of information published by others.
This may constitute sharing an informative article from an industry-specific journal, for instance, or posting links to peer-reviewed research. What this demonstrates is that you’re keen to stay up to date and in the loop with regards to the happenings within your sector or specialism, thus reflecting positively on your brand as a whole.
Use mixed media
Remember, too, that there’s more than one way to share information. While articles and text-heavy blogs have their place, you should aim to put out a variety of different content, from in-depth industry insights through to simple skim reads.
To do this, you can take advantage of many forms of media, including videos and images as well as written pieces. Infographics, for example, can be a great way to break complicated information down into bite-sized chunks, and a lot of people find them easier to digest than solid blocks of text.
Isn’t it time you put these five top tips to work and used them to the benefit of your business?