Thursday 24 July, 2014
Authority is everything online. Establishing your authority is how you build a loyal following and get people to buy from you. Just think of the sites you love where you get the information you need. They know what they’re talking about. When you establish your authority online, you create the same feeling in your fans’ minds. You become the go-to source of information, as well as products and services.
Build a Relationship
If people hit your site for the first time and immediately trust you as an authority in your niche, you’ve done some amazing marketing and/or site design. Most often, it doesn’t happen this way. It happens through building and maintaining a good relationship with your fans. Your aim should be not only to grab first-time site visitors, but to build a good, strong relationship.
Social proof is where your fans, not you, talk about how great you are. This is usually done in the form of testimonials, reviews or social media likes and shares. When new people come along and see everyone talking about your site, they’re more likely to listen to your fans than to you. You already have a loyal fan base, which helps to establish you as an authority.
Probably the best way to build authority online is to publish. You can publish article and blog posts, post videos on YouTube, take part in webinars, etc. Create as much content as possible to get your name out there. This content should be geared toward helping people while also showing your expertise.
More substantial publishing is even better. It’s easy to publish a book online and sell it on platforms like Amazon’s Kindle. It’s even better if you can publish a book offline, although this requires some expense on your part. As a published author, you have a great deal of authority, even if you’ve only been self-published.
Build up a resume online. Include major works you’ve published, events you’re participated in or put on, products you’ve released, webinars and other events in which you’ve taken part. Be sure to include anything you’ve done offline, including memberships in organizations like the Chamber of Commerce. Make all of it clearly visible to visitors to your site.
Offering services is a good way to show that you’re legit. For example, you can make yourself available for speaking engagements or coaching. This is a bit of a sneaky trick – you don’t actually have to DO any speaking or coaching. But the fact that you offer this as a service lends you some credibility and makes you appear to be an authority.
Look for Ways to Help
In general, look for ways you can use your expertise and experience to help other people online. This translates into authority but it’s organic. It’s not you pushing it on people, trying to convince them to trust you. Try to help people everywhere that you have an online presence.