Social media platforms and networks continue to evolve and grow in popularity. In addition, the increasing use of third party review websites and better informed search results are making it easier than ever for people to do their due diligence on you and your company. To compete, you need to build your brand authority and credibility.
Third party reviews and recommendations are all good to have, but you also need to build your brand and credibility in your industry – show your expertise. Your potential clients will be researching you well before they speak to you.
Here are 5 digital strategies that will help build that brand authority
1. Content Marketing
To demonstrate your expertise you need a well thought out content marketing plan. You should publish regular, relevant content that will demonstrate your knowledge to your customers. This may be by way of blog posts, whitepapers or even case studies.
2. Social Media Marketing
Like it or not, a social media presence is needed on today’s world and your business credibility can be reliant upon it. Use your social media presences to maximise the impact of your content marketing. In addition, monitoring and engaging with customers through social media will allow you to make the most of positive comments and deal with any negative ones quickly.
3. Video Marketing
Many people prefer to view a short video rather than read a document. Use video to inject some personality as well as demonstrate your expertise, it can make your content more appealing. It also has the benefit of being mobile friendly so is easier to watch on the go.
4. Personalised Marketing
Successful marketing is about delivering the right message to the right person at the right time. Using the data from your email, website or social media activity will allow you to personalise your customers’ experience and gain their trust.
5. Reputation Marketing
Do not let the review sites dictate your reputation online. Participate in the review process by actively seeking out feedback from your satisfied clients. Publish those reviews on your own presences to maximise the impact. Set up alerts and monitor for any negative customer or client experiences and take steps to rectify or respond (appropriately) quickly.
The huge amount of content on the internet means that your business is likely to be part of an online conversation somewhere. You should aim to guide your customers and clients through their buying cycle with great content and be in a position to turn reviews, good or bad to your advantage. Use your content to bring your potential customers and clients to you.
If you want help building or improving your online brand authority, get in touch.