The value of building trust and establishing authority in your industry is immeasurable.
That means it’s a good thing. But it also requires time and work.
Sure, you could skip all that noise and choose a more crooked route. Suffice it to say, there is a surplus of such roads. And despite the filthy truck stops, they are VERY well-traveled.
But if you’d rather draw attention to yourself as an authority in your industry and build the trust of your potential market, here are eight actions to take… right along with some things you may need to stop doing.
1. Walk the walk.
Show, don’t tell.
Well, I’m already doing that, you might be saying. But are you?
Is your LinkedIn bio chock full of awards and other shiny things? Have you branded yourself an expert on your “about” page? Sorry, but these alone aren’t gonna cut it.
Action speaks louder than words. Anyone can declare themselves an expert (A five-year-old once told me with the utmost authority that he was an expert in sports).
But if you can really show that expertise, you’re on the right track
Authority and trust are shown when expertise is demonstrated in every post, every download, every video… everything. So get it all out there. And when you do, do it better than anyone else!
This is one of the ways successful companies manage to stick around for longer than 30 years.
2. Start the conversation.
Do you have something to say but are afraid to speak up?
Look. You don’t have to be the smartest person in a conversation to start a conversation. But you do have to be willing to:
- Ask the scary questions.
- Talk openly about the elephant in the room.
- Take a stand.
- Publicly address industry changes.
While you’re out there doing that, people will begin to see you as an industry leader. This will, in turn, potentially increase traffic to your site as people begin to search you out as an authority on industry-related topics.
3. Ditch the labels.
What’s your elevator pitch?
If it starts off with “I am a/an occupation here and I do whatever it is you do here,” your fellow elevator rider might be scurrying out of the ceiling panel.
The thing is, labels are dull. Especially if it’s one of those long and arduous ones that tax even the most stalwart business card.
What’s much more interesting is your mission. Do you know yours? If not, ask yourself these questions:
- What do you stand for in your industry?
- What are you determined to bring to your industry?
- Do you stand for something that the rest of your industry doesn’t?
Once you’ve found your answers, commit to them and you’re further on your way to becoming a trustworthy authority.
4. Think like a leader.
Um, duh. Right?
But it’s not always so obvious.
Especially when things seem to be chugging along smoothly and all is well. The knee-jerk reaction to this kind of success is to keep doing what you’re doing. If it ain’t broke, don’t fix it sort of thing.
But effective leaders don’t focus on just maintaining the status quo. They are ever vigilant about what it takes to ensure growth and profitability in the future.
So yeah, it’s not as simple as it seems. But it’s well worth the effort.
5. Educate yourself.
Maybe you’re planning to go back to school to get a series of master’s and doctorate’s degrees to frame and hang on your wall. The bad news is, people just aren’t as impressed with those as they once were.
But educating yourself on relevant and trending topics and staying up-to-date and current with whatever is happening in your industry impresses upon people that you’re someone with authority.
Study up on what the movers and shakers are doing in your industry. Then study up on what the not-so-successful have been doing so you know what to avoid.
Finally, educate yourself on the success stories coming out of other industries and see if they apply to yours. You never know.
6. Build your brand.
Is your brand multi-faceted?
If not, it needs to be.
Make it personal. Be as transparent as the Invisible Man or Woman.
A personal brand allows people to connect with you and form a relationship of understanding and interaction. Transparency helps you solidify your status of knowledgeable authority and lets people know you’re the real deal.
7. Know your niche.
You’re rolling your eyes because you’ve heard this one before.
Well, it’s just that I don’t really have a niche.
Whoa. Hold up a minute and give this some thought.
You may need to let go of what you think you want to be an authority on and consider what it is you actually know. Maybe you’ve spent two decades practicing yoga. Perhaps you’ve installed every garage door on your street. Trained capuchin monkeys to swim?
Nothing helps you become an authority on something than spending a whole lot of time on that something. Not only do you have the experience and knowledge to speak with authority on this thing, but you have the INTEREST.
Having a targeted, focused niche in which to specialize doesn’t limit your audience, but rather attracts a very captive audience. It’s the perfect combination.
8. Get help from marketing experts.
You don’t have to go it alone.
A professional marketing firm can help you explore all of the above actions. At Milgrom Marketing Inc. we love helping our clients and look forward to working with you to find the best marketing solutions.
Beyond providing you with the important SEO and Google Adwords, and guiding you on how to research your industry and own the data, we can help determine the best way for you to develop your brand and website, put your word out through social media and press releases and generally present you to your industry as the bastion of authority and trustworthiness that you are.