AI - Authority Influencers

authority influencers (3)

 

The phrase “influencer marketing” is pretty familiar to most marketers. The basic concept is easy to grasp, utilize the existing popularity and authority of “influencers” to build a reputation and visibility for your own brand.

But influencer marketing isn’t a “hack” or a get-rich-quick scheme; like any other marketing strategy, it demands a nuanced approach to be successful, and is packed with far more variables than it appears to have on the surface.  Here are some ways using authority influencers can help you "Dominaite" your industry.

Inbound links.

Inbound links are necessary for any kind of SEO campaign. Links are what pass “authority” from one site to another, essentially making them points of validation that convince search engines your site is authoritative and trustworthy enough to earn higher rankings. It’s becoming more and more difficult to get inbound links, but one way to get them is to build a relationship with a known authority influencer; they’ll often link to your site if you give them good reason to. For example, if you have a relationship with an influencer and let them know about some recent original research you recently published, that influencer might comment on it and link to your research, which, presumably, is hosted on your website. You’ll gain a boost in authority from the link, but just as importantly, the presence of that link will result in click-through traffic from other readers as well as increase its visibility so that other authors can reference it (with a link) it in their work as well.

Content visibility.

You can also leverage your influencer’s audience to expand the visibility of your best content. Social influencers typically have tens of thousands to millions of followers, so getting an influencer to share one of your best pieces of content could instantly multiply its visibility. More readers alone won’t necessarily boost your rankings, but it’s a nice gateway to future points of value. For example, if your content circulates with an audience 10 times larger than what you could muster on your own, you’ll likely earn 10 times as many links overall and that’s not even mentioning the reputation benefits your brand will earn.

Audience building.

Networking with influencers is also a fast way to grow your social media audience (as well as recurring traffic to your site). Social media runs on a “tree falling in the forest” system; no matter how good your content is, people will only follow you and continue reading your material if they know it exists in the first place. Getting an influencer to share that material could introduce a new audience to you. Again, this alone won’t increase your search rankings, but over time, a larger audience means each of your published pieces will have instantaneously better value when you syndicate them.

Collaborative content.

Don’t discount the potential for working together with authority influencers on mutual content projects. This probably won’t be an option to you in the early stages of your influencer relationships, but once you have an ongoing, mutually beneficial setup, this may become a natural element of your partnership. Working together, you might pool your resources to create and distribute an industry report, or you could conduct an interview series or create a podcast in which you exchange thoughts and opinions on a popular topic. Either way, you’ll both get the benefit of borrowing from each other’s authority, you’ll earn more visibility than you would alone, and you’ll both earn a host of new links pointing to your respective domains. This is a long-term partnership, so the payoffs have no upper limit here.

Publishing opportunities.

Even though you’ll likely earn some links naturally with your content and influencer marketing campaigns, the best way to build links consistently over the long term is through highly valuable content on external, authoritative publisher sites. The problem is, these publisher sites have extremely high standards for content, and are selective about who they let write. Networking with influencers can, over time, open up doors that would otherwise be closed to you. One of your influencers might be close with the editor for a national publisher and could get you an introductory opportunity to make a guest post. Sometimes, a foot in the door is all it takes to start building a bigger online footprint.

Finding the Right Influencer

Much of your success in influencer marketing will be finding the right influencer and starting your relationship on the right foot. The best influencers are ones who are active constantly, with big followings, and an interest in engaging with others. We refer to these as Authority Influencers.  When you reach out, make sure you remain conscious of the fact that they’re busy people with their own goals and priorities and make an offer before making a request. Then, prioritize achieving the goals listed above, always making the relationship mutually beneficial, and doing what you can to preserve your dynamic. 

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What makes you so special? Why should anyone purchase your product or service or listen to your opinion over someone else in the same industry?

The best answer to that question is that 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. You have figuratively, and sometimes literally, written a book on your expertise. That is the power of being an authority influencer.

Establishing yourself as the authority in your industry is how you can "Dominaite" your competition. It positions you above others and opens doors, which is the most important responsibility of any business leader: to acquire and retain customers.

To develop that authority you need a solid presence in each of 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. Build 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.

Content marketing. Content marketing is the means through which you build your dominance. You need to commit to creating a significant amount of high-quality content written specifically for your target audience. It can come in multiple forms: white papers, articles, blog posts, webinars, podcasts and definitely a book. As you create appreciable content, you create a legion of fans who are excited to consume what you create.

Referral marketing. If you’re doing them correctly, referrals should bring in a large number of new clients. In fact, 85 percent of small businesses get customers through word of mouth. You need to encourage your satisfied clients and customers to refer you to others. Client referrals are the most common and are an outcome of great service. But an often-missed opportunity is the referrals from influencers people who are in front of a group of your prospects every day. Research them, meet them. Impress them.

Lead generation. What does authority influencing have to do with lead generation? Everything. It’s far easier to generate leads when you’re seen as an authority. As an authority, you can tell people what they need, and they’ll believe you. If you come at them looking and acting like a salesperson, they’ll ditch you and you will lose credibility.

PR and marketing. People don’t believe what you say about yourself, but generally, they will believe what the media says about you. Whether it's coverage from CNBC or a local radio station, people will assume that you’re an authority; and that’s good for business. It’s irrational, but there’s nothing rational about the general public’s decision-making process.

Speaking. Are you currently speaking to groups that consist of your target audience? If not, you need to be. Speaking, bar none, is the best way to enforce your authority position and generate high-quality leads. If what you say is competent and professional, you will connect with a subset of the audience and build a strong loyal following.

Events. Events are where loyal tribes of customers come together. Be there with them. Or have them come to you. Holding annual events is one of the best ways to upsell, build additional loyalty and expose more people to your authority.  

Be The Rockstar. You want to be famous to the people that matter. You need to be the authority in the industry, in the community, in the marketplace where you and your business live, because you need people who have the ability and willingness to help grow your brand to see you as the authority. 

Donate.  Connect your brand and yourself with giving back to your community and charitable causes.  This should be authentic.  Donate your products and services to create experiences that feel good and create buzz.  Get involved in charitable events that you are passionate about. Use your authority influence to bring awareness and do good.

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Position Yourself as an Authority and "Dominaite"

It is tough building a business today. There is more competition then ever. There are new widgets and gadgets and dissemination of information, that totally confuse potential clients.

Long gone are the days when your customers would just buy because of a good product and a good price. Now they want more! Consumers are looking for an experience or a feeling. Your customers want more then ever for their money. They want to be emotionally stimulated.

Your competitors have already figured it out and they’re stealing your business. Twenty years ago, business owners made it a habit of holding all of their information “close to the chest." It would seem insane for the leader of the business to go out and speak publicly about how they were different, why they were growing so fast or why new customers were flocking to their doors. We use to call this information “trade secrets."

Today, those same leaders and CEOs have realized that sharing the secrets is the key to winning the loyalty of clients and customers. New terms like authority, expert and thought leader have completely changed how people do business today.

Becoming an authority will propel your business onto the world stage. Authority status is worth millions of dollars in advertising and new revenue. Here are good reasons for you to focus on becoming an authority in your industry.

Brings attention to you
You are the leader of the business. This is one case where a little ego will go a long way. Any attention that comes to the founder or CEO of the business will inevitably bring more revenue to the company.

Every time you are introduced as an authority, the first thing said after your name is the name of your company. The more you are speaking on stage, being interviewed or giving an opinion, the more people are going to learn about your business. You will be building authority and relationships.

Brings new customers to your business
Consumers always want to be associated with the best-in-class product. If you have ever tried to launch a new product in a crowded space where there is a true market-leader, you understand how difficult it actually is. What is most frustrating is when you know that the reigning “best-in-class” is an inferior product. The only thing that trumps the best-in-class spending habits of consumers is a new product being launched by the leading authority in the space.

Increases loyalty in your customers.
Authority Influencers are incredibly passionate about the industry. You can become an authority influencer by publishing articles and content regularly. Interact with other influencers and you will build a loyal customer base.the importance of authority positioning. It is becoming harder and harder to win the hearts of new customers, so you need to do everything you can to keep the ones you have. Positioning yourself as an authority and communicating with your customers, through every means possible, will increase their loyalty. Customers want to follow the Rockstar.

 

Be the Authority and "Dominaite" Your Industry!

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