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The 3 Mistakes That Are Killing Your Authority Marketing

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October 18, 2020 8 min read

Opinions expressed by Entrepreneur contributors are their own.

What if prospects came to you? That’s the point of

Authority marketing is a multifaceted approach that includes , , speaking, and for many, authorship. Some call it “attraction marketing” or “doing thought leadership.” But whatever you choose to call it, the goal is to position yourself as an authority and have prospects knocking on your door. 

This approach is particularly valuable in this era of information availability. Most sales conversations don’t start with a prospect actually reaching out to you or your sales team. The sales process often starts with a web search.

People who decide to market their authority take control of what appears in that web search. When the results of a web search position you and your company as experts in your field, your rises. 

Consultants, coaches, and professional service providers struggle with credibility when the bar to entry for their respective fields is so low. Marketing their authority helps them get higher-paying clients. Not to mention, making a point to incorporate speaking engagements, interviews, and written contributions builds marketing momentum pretty quickly.

If authority marketing is such a rock-solid strategy, how are people “killing” it? Well, there are a few key steps that are consistently neglected by almost everyone who engages in authority marketing.

Related: What Is ‘Authority Marketing’ and How Do You Achieve It?

1. Waiting for opportunities to come to you

People work hard to build their email and audiences. They believe that if they “get big enough,” opportunities will come to them. This couldn’t be further from the truth. It is true that when the environment aligns with your expertise, people may reach out to you. 

For example, more diversity, equity, and inclusion (DEI) consultants are being asked for their expertise for a variety of marketing opportunities. But what about when the news cycle moves on? It’s not that DEI isn’t a topic that people are talking about consistently. But what do you do when people aren’t reaching out anymore? 

Public relations pro Jennifer McGinley recommends consistently reaching out and building your web of connections. 

“It’s so important to be proactive and consistently connecting and serving others in order to be seen as an expert or authority in your field,” she says. “The more visible you are, the more credible you can become. Essentially you are building a community. Clear, consistent content and build a community.”

Even when you get momentum, you should always be on the hunt for better opportunities. Once you’ve built up your speaker’s resume or Expert’s Portfolio, you’ll be able to secure opportunities that dramatically increase your credibility. 

Some of the largest conferences have an application process for speakers. So even when you start getting invitations, be sure to actively seek out new opportunities to showcase your expertise.

Related: 6 Do-It-Yourself PR Tips for Small Businesses

2. Not creating authentic content

Take note of the adjective before “content” in this subheading. Authenticity is your unique marketability factor. What will people find when they click through to your website? If you’re hoping they’ll hire you or invite you to speak, your site had better be good. 

In many cases, people find a website and blog devoid of any personality. Your site may be described as “professional, approachable, and competent.” What’s wrong with that? Well, ask yourself, how many other websites can be described in this manner? A professional, approachable, and competent website won’t keep you from getting some clients. But it’s lukewarm at best, which means your website isn’t providing the highest ROI possible. 

This is where authentic content comes in. When someone lands on your site, they should experience your unique brand. If your personal brand drives a lot of your business, as it does for a lot of service professionals, then your site visitor should feel as if perusing your site helps them get to know you. 

Don’t view it as “just your website” or “just your blog.” Think of all of your content efforts as contributing to your content library. You may create unique content for a particular social media platform. But if it performs well with your , then you need to invest in growing your content library and creating content on your site.

Related: The 1 Rule You Need to Follow to Authentically Build an Inclusive Brand

Sarah Noel Block, founder of marketing consultancy Tiny Marketing, often counsels her clients to invest in what they own. “Too often, businesses get wrapped up in focusing on quick-win marketing like social media or paid ads. Instead, focus on what you own, not what you rent. You rent social media. can go down tomorrow,” she advises. “Rather, focus on what you own — your website and your email list. Building a content library increases your SEO, your Know, Like, and Trust factor, your email list, and gives you something to say in email and . It’s the marketing that keeps on giving.” 

If you approach your content authentically, then your prospects (marketing opportunities or new business) will already feel as if they know you. This is one of the ways they convince themselves that you’re a good fit before they even speak with you. 

Not that even rote topics can use your fresh take. Many professionals take the time to create content surrounding common topics related to their expertise for (SEO) purposes. There’s nothing wrong with this as long as you remember one thing: your unique experiences are what make this content special. 

Explaining why it’s important to create header tags in blog posts and website content is a good topic for a content professional. But when you add in the story about having to edit 50+ blog posts for a client to better optimize their content, you do two things: 

  • You show that you go all out for your clients.
  • You give them a story to remember your tip with. 

Anyone can give a tip. But that story belongs exclusively to you. 

Related: Why Google’s Search Page Redesign Is the Death of SEO

3. Not marketing your expertise-showcasing opportunities

Have you been a guest on a professional webinar or podcast? Much to the dismay of many event organizers and show hosts, guests often don’t market their appearances. This is a missed opportunity to support your host and also to market yourself. 

Marketing an expertise-showcasing opportunity allows you to get in front of your host’s audience outside of the opportunity itself. More important, it gives you a chance to interact with that audience. 

Bill Sherman, the co-host of the Leveraging Thought Leadership Podcast, offers a few great recommendations. At a minimum, guests should comment and like any post where the event organizer, article author, or podcast host mentions them. A thoughtful comment on social media, especially , can really push up — engagement that’s great for you and the organizer, author, or host. 

Next, he said that podcast guests should “rate and review the episode on whatever podcast player they use. It will help the episode (and the podcast as a whole) show up more frequently in searches.”

He also shared that when guests engage with audience members who leave comments on social media, he’s thrilled. It doesn’t happen often for most podcast hosts and community builders, but when it does, it creates conversations that lead to all sorts of beneficial connections. 

These engagement opportunities are critical for expanding your network and building your authority. Because most people don’t engage this way after an expertise-showcasing opportunity, you’ll stand out even more when you do. Not to mention, the people who take the time to comment warrant a response from you. They could be your people, but not if you ignore them. 

Fix these three mistakes and your authority marketing will take off

If you’re making one or all three of these mistakes, there’s good news. You can work to fix them right now. Go back to your most recent interviews and engage with the audience in the comments. Get started on your content plan so you can build up your content library at any time. Actively seek out the opportunities you need to grow your authority and your business. 

Being aware of a problem is half the battle. Now you have the knowledge to fix it. 

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Learn to read the news to earn money

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It seems that the economy is going crazy, but as an entrepreneur you must be aware of what is happening in the world. Journalist Isabella Cota tells us how to understand those numbers and trends that we see every day.

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October 24, 2020 4 min read

This article was translated from our Spanish edition using AI technologies. Errors may exist due to this process.

“Where were you when you realized that the pandemic was going to change your life?”

For Isabella Cota , a journalist specializing in macroeconomic issues, that moment of cold drop came when she was attending a wedding at the end of February and a friend involved in the health industry told her that at some point in the year the stock markets were going to collapse, large amounts of infections would occur and that, if the government did not act soon, a health crisis like no other would occur.

Just a few days later, the National Healthy Distance Day would begin, which practically stopped the country’s non-essential economic activity.

Perhaps the force of the spread of COVID-19 took many by surprise, but Cota asserts that “many people who were used to reading the news saw the pandemic coming and were able to take protective measures even before the authorities.”

For the journalist, information is the best tool that people can access for free to make critical decisions for their health and finances.

“If you want to invest your money well, you have to understand money and for that, you have to read news about economy, finance and yes, science,” said the expert in her participation in the virtual MoneyFest festival.

However, in Mexico we have a stigma with numbers and it is the job of the media to explain to the reader how economic news affects their daily life.

“If the medium does not land that information, it is the MEDIA that is failing the public, not the other way around.”

Image: MoneyFest 2020

How to read the news to help you earn more money

Isabella Cota gives us a three-point checklist to consume financial news to make better decisions.

1. “Cure your fright” with curiosity: You have to ask yourself questions, but don’t panic. “If there is something that the pandemic has given us all, it is fear. Fear of getting infected, losing a job, saying goodbye to a loved one, etc. ”, says Cota. “We must approach the information without fear and not let ourselves be carried away by alarmist news.”

Given this, it is drastic to remember that the headlines do not report and you have to look for different sources.

2. Google is your friend: “The media are like great libraries of stories,” says Isabella. “Before making any financial decision, you have to ask Google what the media says about a brand or investment opportunity that they advertise, what information the bank can ask you by law, what are your rights before collectors, etc.”

3. You don’t have to believe everything: One of the most unfortunate effects of the pandemic has been the spread of false information that is sold as news and is not. “A study says that there are already 800 people in the world who die because of the fake news about the coronavirus.”

So how can we identify real news?

Isabella offers this “accordion” to quickly identify credible information:

  • When the notes or links come without a real or reputable source, do not open them .
  • If the information comes from a medium that you don’t recognize, don’t read it .
  • Finally, if what the article says does not seem true or reasonable, do not share it .

“The media fails, but they also offer fascinating stories. These stories are important and they teach us something. The information that is consumed with calm, curiosity and an open mind, is the best tool for our money ”, concludes Cota.

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The world has already changed: How to design a new professional and personal reality

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Silvia Singer, general director of the Interactive Museum of Economics, gives us the keys to transform ourselves into this new normal that, like it or not, is here to stay.

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October 24, 2020 4 min read

This article was translated from our Spanish edition using AI technologies. Errors may exist due to this process.

“The world stopped and I feel so bad that I don’t want to talk to anyone. It’s a feeling that we’ve all had in the last few months, ”said Silvia Singer , in her talk at Money Fest , Mexico’s interactive personal finance festival. “However, if there is a crisis, I am sure there must be an opportunity.”

With this phrase, general director of the Interactive Museum of Economics (MIDE) , told us that this is the time to make a change to face the new normal.

“Every museum is due to its public, but what happens when people cannot go?” This was the challenge that MIDE faced in March when Sana Distancia measures began to stop the spread of COVID-19 .

“We had to acknowledge that there was a crisis that was going to last, we needed to make changes and restart,” Singer explained when presenting how MIDE had to transform its strategy to focus on the digital public. “Now the museum is beyond Tacuba 17 in Mexico City; now it is for anyone inside and outside of Mexico who understands Spanish ”.

The MIDE has already opened its doors, but this digital strategy allowed them to transform.

In this regard, Silvia gave us the strategy to replicate the success of the MIDE in our businesses.

Image: MoneyFest 2020

How can we design a new professional and personal reality?

Pablo Picasso used to say that when the muse of inspiration visits you, she has to find you working.

“Entrepreneurship is a creative and at the same time critical act. There are no magic formulas to transform and there are many paths. Which is the best? Yours ”, indicated the general director of MIDE.
To generate your own strategy, according to the expert, it is required:

Being able to observe the environment: “First of all, you have to see the opportunities that are outside, understand what is happening and identify what things or situations require a different solution that works better in this new normal.”

Understand that change is constant: “It sounds obvious, but you have to remain agile and have an open mind to innovate.”

How I reinvent myself

Silvia Singer pointed out that you have to learn to think with a certain structure in order to transform yourself. A simple model that you can follow in your person and your business is:

1. Think about something that you have dreamed and imagined, but with some alternatives on how to achieve it: “I need a clear objective, to know where I want to go and what alternatives I have.”
2. Write down these alternatives honestly in a notebook with the advantages and disadvantages of each one: “Find realistic dreams with goals within reach and agree to be flexible in the method to achieve them.”

3. Be informed to be able to choose an alternative and take the step: “In order to be successful, you must be yourself, but reflect on what you can improve.”
4. Commit to what you have chosen and move on: “We all have huge desires, but our resources are limited. So you have to make a decision and commit to it ”.

In the end, the MIDE director gave great advice for all entrepreneurs who are looking to transform themselves: “You don’t have to suffer the process, you have to enjoy it. I’m sure that in the end everything will be fine ”.

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Celebrate from home and compete in Foto Calavera 2020!

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The Photo Skull 2020 contest seeks that smells and images are a tribute to our loved ones. Participate and win these prizes!

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October 24, 2020 2 min read

This article was translated from our Spanish edition using AI technologies. Errors may exist due to this process.

This story originally appeared on México Desconocido

The Day of the Dead is one of the most endearing traditions of our culture, whose celebration has the nomination of Intangible Heritage of Humanity by Unesco , which it obtained in 2008. Precisely to show the facets of these holidays, we have launched Foto Calavera 2020 , the photographic contest that pays tribute to our deceased and the traditions that give us identity as Mexicans.

Photo: Luis Peagui

The celebration

There are traditions that exalt and fill cemeteries with flowers, there are others who clean the bones, there are those who return their houses to altars, there are also those who place an altar in some corner of the home with decorum.

The central point of this celebration is death and our deceased. So to join the tribute that this year has represented for humanity, we decided to launch a photographic contest dedicated to catrinas, skulls and all those cultural expressions that take shape, light and color with these Mexican nuances: Photo Calavera 2020.

Photo Skull 2020, the contest

All Mexicans or foreigners who send photos on the theme of the Day of the Dead to the contest platform can participate.

The categories are as follows:

  • Catrinas and skulls
  • Altars and offerings
  • Day of the Dead traditions

Dates: from October 15 to November 8

The awards

Mexico Verde travel experiences in luxury suites and, for the first place, a Samsung Galaxy S20.

Stay tuned to our social networks, website and subscribe to our mailing list, to find out the details from tomorrow.

Remember that one of the factors to be a winner will be the highest number of votes, so upload your photo and share it as much as you can.

Luck!

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