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As a business owner, you should always be looking for ways to build up your reputation and brand authority. Having a reputable brand will help tell potential customers and search engines that you’re a reliable source of information and produce high-quality work. This is ultimately a strategy that will earn you better online visibility and more sales!
In this article, we’re going to outline just a few of the different ways you can build brand authority in your field, including through content marketing, showing off industry awards, posting on social media, and more.
Let’s get started!
Table of Contents
Publish on-site content to show you’re an industry expert
There’s a reason there’s so much buzz in the digital marketing scene surrounding content marketing. Publishing high-quality content on your website is one of the most effective ways to show you know what you’re talking about! So, be sure to publish a steady stream of content on your website — if your website visitors can count on you for high-quality and up-to-date information, you’ll build your brand authority and have them coming back to your website time and time again.
There are a lot of different types of content that you can publish to show that you’re an expert in your niche. Here’s a breakdown of just a few.
Ultimate guides outline everything a reader might need to know about a particular subject. Think about what it is in your industry that you know inside and out. What subjects do you have so much insight on that you have something to teach to beginners and experts alike?
Writing ultimate guides on these subjects is a great way to show off your expertise — people can refer to them time and time again when they need help or want a question answered.
Let’s take a look at a helpful guide from an existing business for inspiration.
HubSpot, a digital marketing company, has an ultimate guide to conducting market research that serves them well in boosting their brand authority. This market research guide is helpful and extensive — anyone who conducts market research can learn something about the topic, as it’s not just for beginners.
On your website, think about what types of topics you could cover that you know inside and out. Writing about these topics in an ultimate guide is a great way to build your brand authority.
Tutorials offer another great way to build your brand authority. To start, check in with your customer service team to see if there are any questions about processes that they get frequently. Outlining these processes step-by-step in a tutorial will not only help your customer service team save time, but it will show that you care about your potential customers and want them to understand your products, services, or industry. This will show that you’re an authoritative brand!
Consider writing articles about how current events or trends are impacting your industry. Doing this will show your website visitors that you’re on top of all of the latest industry information, thus boosting your expertise.
For inspiration, let’s take a look at a business that incorporates this type of content into their blog well.
My Canada Payday, a financial services provider based out of Canada, has published a lot of expert content on their blog. Their article on life after CERB (Canada Emergency Recovery Benefits), for instance, discusses the COVID-19 recovery package offered by the government of Canada. As the program is ending, many people are concerned about their financial situation.
This article by My Canada Payday outlines what a Canadian citizen can do once their CERB benefits end, including applying for government programs like employment insurance, emergency rent subsidies, and more. This article shows that My Canada Payday knows what they’re talking about when it comes to the financial situations of Canadians — this boosts their brand authority!
On your website, think about what helpful newsworthy articles you could write about hot topics in your industry. Not only are they likely to attract traffic, but they’ll show your audience that you’re up-to-date on the news in your field, boosting your authority.
Round-ups and comparison pieces
Round-ups and comparison pieces help a reader come closer to deciding what product or service is right for their needs. Compile a list of different products or services in a category and outline their pros, cons, and features to help your website visitors make the best decision for them. This will build trust with the reader, thus building your brand authority.
Original research can help to position your brand as an industry leader. This is because it will show your readers and other leaders in your industry that you’re willing to put in the work to find answers and better your industry!
Think about how you can collect relevant data. Conduct and compile surveys, or dig into common industry questions. Publishing your research in an article will help boost your brand authority.
If you can answer questions in your on-site content, your website visitors will feel understood and trust you more. This will help boost your authority! To find what questions people are asking, start by checking in with your customer service team. If there are questions they get frequently asked, you can create content based on them to save your team time and boost your relationship with customers, thus increasing your brand authority.
Let’s look at an example of a business that implements question-based content well.
FreshBooks, an online accounting software company, shows off their brand authority with their article on cloud accounting software. They outline what cloud accounting software is, the benefits of this type of software, its safety features, and more.
This article shows that FreshBooks understands customer concerns when it comes to online accounting and that they’re willing to do the work to make sure their product is safe and effective for their customers. Additionally, the expert information in the article helps position FreshBooks as an authority figure.
On your website, think about what types of questions people might ask about your field or products before committing to a purchase. Answering these questions will build trust with the viewer and help to build brand authority.
Focus on growing your social media presence
Social media is one of the most powerful tools that you can use to establish your brand authority. If you have an inactive social media account, you run the risk of people clicking on dead links or assuming you’re not very reputable. You want to ensure that you’re doing everything you can in order to grow your social media and gain more followers. More followers mark the sign of a reputable, authoritative brand!
Use your social media accounts to show off things like new products, behind-the-scenes content, or to highlight your employees. And be sure to keep all of your bio links updated so they’re as relevant as possible — you don’t want to accidentally send new followers to a dead link or to an event that has passed, for instance.
You can also use a social media management platform to help you manage your different accounts. Platforms like this can give you specialized analytics, tell you what the best times of day to post are, and allow you to bulk schedule your posts in advance to ensure a consistent output. Additionally, these tools can make it easier to manage accounts on multiple platforms at once. If you’re not sure where to begin when searching for social media management and analytics tool, take a look at SocialPilot’s list of the best Facebook publishing tools. They outline a variety of free and paid services, as well as their best features.
Write for well-known websites in your niche
Guest blogging for relevant and authoritative websites can help you get your name out there, make more connections, and even boost your rankings on the search engine results pages (SERPs) — all of these things will help you build your brand authority!
Start by looking at some well-regarded blogs. Check out their websites to see if they have guest posting guidelines, or reach out to one of their writers or editors and ask how you can submit an article. You can also conduct a bit of research to find who to write for. Head to Google with keywords related to your industry and add one of the following search terms:
- + “guest blog”
- + “guest post”
- + “write for us”
- + “contributor guidelines”
- + “article submission”
Searching these phrases with relevant keywords will help you find websites to write for.
When coming up with ideas for guest posts, think about what it is in your industry that you’re an expert in. What topics do you know inside and out? What do people come to you for expert advice in? You could also write about relevant news, industry trends, or big events from the perspective of your business.
When pitching your articles, be sure to read the guidelines for guest posting for a particular website, if available. If the website you’re looking at doesn’t have these, send a short email to the editor asking if your post can be submitted. In your email, include your credentials and your topic idea.
Guest blogging is a great way to build links back to your website. Link building is the process of acquiring links from other high-quality and authoritative websites. When this happens, Google takes it as a vote of confidence in your authority and will give you a boost on the SERPs.
Before you conduct any link building, however, you need to check the domain authority of any website you’re planning to reach out to. This will tell you how likely it is to help you rank higher on the SERPs. If you need help with this, check out the domain authority checker tool offered by Loganix. It can analyze any given website and tell you how likely they are to help you rank based on their quality, the amount of traffic they get, and the strength of their backlink profiles.
Aim to win some industry awards
Even just being nominated for an industry award can help you get your name out there, and winning an award will do even more for your brand authority! Win or lose, you should be shouting about this on your website.
If you need help finding industry awards to apply for, do a bit of research about your industry. There are likely a variety of awards that you can apply for, and you can see which different awards your competitors have won, and apply for them, as well. Awards Finder is a great online tool that can help you find industry awards, too. You’ll also want to reach out to other leaders in your industry that have more experience in the field than you do, or ones that you admire — networking, as usual, is a great way to find out this type of information.
Once you get a nomination or win an award, you need to promote it on your website to boost your brand authority. Be sure to display it on relevant pages so people who are looking for your products or services can see that you are highly regarded in this area. If one of your products has received an award, for instance, be sure to display your award on its web page.
If you receive awards or nominations, be sure to also highlight them through your email newsletters and social media accounts. The recognition you’ve received will show your followers and newsletter subscribers that you are an industry leader, thus boosting your brand authority.
Publish proof that you’re great at what you do
Social proof is one of the most effective ways to show your website visitors and potential customers that you’re great at what you do. This is because people tend to trust reviews, testimonials, and media mentions more so than traditional marketing.
Display your chosen form of social proof on your website to boost your brand authority. Doing so will reassure website visitors that you’re an expert at what you do, and that you have the results to prove it. Let’s take a look at a few examples of businesses that use social proof on their websites well to give you some inspiration.
For instance, H Clinical, a home-based clinical research group based in Latin America, highlights social proof on their service page for in-home visits.
As you can see in the image above, there is a testimonial from a mother of a research participant that notes how convenient and helpful it was for her to be able to have a nurse sent to her home for studies, rather than her having to drive three hours to a clinic. This testimonial shows that clinical research study participants find the home visits very helpful. Because it shows that other people trust H Clinical, this testimonial builds brand credibility and authority amongst their potential clients!
On your website, and particularly on your service pages, be sure to include testimonials from past clients in order to show that you’re good at what you do. Doing so will help you build trust with potential clients and increase your brand authority.
The Farmer’s Dog, which offers a fresh dog food subscription service, does something a bit different to provide social proof to their potential customers.
As you can see in the image above, The Farmer’s Dog highlights several different media mentions from the likes of The Today Show, CBS, and Vogue. These media mentions, in addition to the five-star Google reviews, show the website visitor that The Farmer’s Dog knows what it’s doing and is trusted by a variety of people and media outlets. This proves their authoritativeness as a brand!
On your website, highlight any media mentions you’ve gotten in addition to any reviews. People like to see that media companies they recognize have praised a product they’re looking to buy. Showing off these mentions proves that you’re a brand worth talking about and can boost your brand authority.
Building your brand authority is one of the most important aspects of running your own business. In this article, we outlined how you can build your brand authority through social media, proving you’re great at what you do, showing off industry awards, content marketing, and more.
Take a look at your website and see where you can build your brand authority!
Need more help? Take a look at some of the blog articles from PIT Designs. They have articles on optimizing your website for SEO, designing your business logo, implementing an online management software system, and so much more.
About the Author: Aaron Haynes is the CEO of Loganix, an SEO fulfilment partner that supports marketing agencies and professionals. The company specializes in helping businesses to improve their online visibility and ultimately make more sales. The Loganix blog has a lot more information and advice, so make sure you check it out if you found this article helpful.