Whether you are a company or an individual, like me, who has a small business – we are all looking to connect with customers, readers and followers who support us and want to know more about us. That’s why social media is so powerful in helping us to build our brands because it takes people behind-the-scenes of what we do and who we are – whether we have a whole team or we’re flying solo.
Over the last 2 years, I’ve been encouraged to take more risks and share more personal stories – especially about how I have navigated change in my own life. What I have found is that the more I reveal, the more relatable I become. I’ve also been emboldened to be more opinionated (of course!) and that likewise has raised my profile.
Another essential aspect of building your personal brand is to raise your reputation as an expert. One way to do that is to be a generous teacher, share with others what you’ve gone through, what has worked (or not). Oftentimes, people learn more from your failures than your successes.
Your brand is a reflection of your personality. Don’t fake it. Work on being completely yourself and totally transparent and your following will happen naturally.
Read on below for more on Authority Marketing and Digital Marketing.
Authority Marketing (Source: Adam Witty/Entrepreneur)
Why should anyone buy your product or service or listen to your opinion over someone else in the same field?
The best answer: because you have established yourself as the authority and gone to great lengths to ensure that this is known to every one of your potential clients. That is the power of authority marketing.
To develop that authority you need to do the following:
- Branding. Building a brand isn’t just about building your company’s brand but also your personal brand. For your audience to recall your name, it must be clearly recognizable and associated in their minds. Distill your personal brand into what makes you unique. A few key factors will help you discover your unique brand: your personal mission, your philosophy, your journey and your community. Well-known leaders are very clear about who they are and this is as true for Warren Buffett as it is for Mark Zuckerberg.
- Content marketing. Commit to creating a significant amount of high-quality content consistently.
- Speaking. The best way to enforce your authority position and generate high-quality leads.
82% of businesses have a digital marketing strategy and most companies see $5 in revenue for every $1 spent on digital marketing.
Here are the 5 industries with the biggest ROI for digital:
- Legal industry – killing it when it comes to digital marketing. Law firms are particularly strong when it comes to blogging. Fascinating post about Charles Lipcon a lawyer who built a new legal practice to keep pace with the changing world of digital marketing. He specializes in cruise line safety, launching an app for passengers injured on a cruise ship. Great insights from him also on how to manage your online reputation.
- Healthcare. 77% of us go online when we have a question about our health (vs. going to our doctor). A good digital marketing approach for healthcare organizations and individual doctors is crucial.
- Auto. Spending on digital advertising is up 22% from 2014 to 2015. Digital lets automakers customize the marketing experience for different demographics.
- Entertainment. Social media is the place where entertainment companies can share trailers and promote to specific demographics. The ROI on digital is higher than for traditional media.
- Food. Companies are going all out with image-laden social media campaigns (food porn) as they dial up sensory appeal and a high level of direct customer engagement. Results have been impressive.