Paul Getter from The Internet Marketing Nerds helps people quickly accelerate their digital presence and build successful online businesses.
Establishing online authority is important because there is already so much online, and more every minute. According to estimates made by online marketing researchers this year and last year, the number of new blog posts published per day ranges from five million to 10 million.
Those are blog posts only. Social media posts on Facebook, Instagram, LinkedIn, Snapchat, Pinterest, TikTok, Reddit, and Twitter, to name a few, surpass daily blog post totals by an order of magnitude.
Only if you are an authority on your topic, on your product or service, in your field or in your industry, what you say online will cut through all the noise and really matter to your audience.
So you can make a difference in what matters to you, your organization, your company or industry, with the reach to connect with everyone no matter where your solution matters.
Increase your signal-to-noise ratio by establishing online authority.
Social media is more than a platform to socialize. Sure, it’s fun, and posts that are interesting and entertaining usually do well on social platforms. But for you, as an innovator, community leader, entrepreneur, influencer, or business leader, social media isn’t about getting the most likes or reposts. It’s not about entertaining most people. It’s not even about entertaining the most people in a topic related to your field.
Social media is the ultimate opportunity in the history of all media, not just the internet, to establish yourself as an authority. Once you’ve done that, your prospects — for new customers for your service, your addressable user base for your new app, your buyers for niche inventory you create or distribute — will start looking for you and come to you to solve their problems. unload for them.
Here are just five ideas worth thinking about that may help:
1. Solve a problem for your audience.
According to a 2022 report from Smart Insights, a survey of social media trends conducted in 2021 by GlobalWebIndex found something relevant from respondents. As for the hows and whys of when visitors log into social media, it turns out it’s not just funny videos of their friends’ pets or photos of breakfast: “Instagram, Pinterest, Linkedin, Reddit, and Twitter users all report “follow/find information about products/brands in their top three drivers.”
That’s powerful information for business leaders who do all or part of their marketing on social media. The research results suggest that the almost two billion people who use Facebook every day (DAU) use it to find products and brands that solve a problem they have and are willing to pay to solve it for them. Making your audience laugh or share your post doesn’t build authority. It builds a rapport. That’s all well and good, but what really builds authority is when your product or service solves a problem for them.
Then double down on social media by sharing information in your field that solves a related or adjacent problem for your audience without pushing your product.
2. Talk about what you know.
Talking about what you know is a surefire way to build authority. That means constantly expanding what you know – about your product, about your customers, about your market, about your competitors, about all the salient aspects of your production line.
The mass of people and companies can get by by competing with what is already known in their industry and market. That’s enough if being mediocre is really enough for you and for your business and customers. If mediocre gets you out of bed in the morning and you’re doing just fine, then maybe it’s not such a bad gig.
But the few true leaders out there, innovators who unlock and create enormous amounts of value for the world, are the ones who become authorities by reverse engineering what they don’t know now to what they can learn that will be useful in their line of work.
Don’t take it from me. Peter Thiel is a legendary figure in Silicon Valley’s large technology world and the global venture capital community. In his 2014 book Zero to One, he warns readers not to feel comfortable in the “wisdom of crowds.” He boldly encourages them to discover secrets relevant to their business that no one else has dared to discover before. This requires an investment of knowledge in yourself.
That’s how Warren Buffett found so many great companies to buy. For decades he spent all day reading SEC filings trying to find those secrets. His regular business partner, Charlie Munger, has made it a lifelong habit of “paying yourself first” by reading for an hour each morning before doing anything else.
3. Talk about what they know.
The innovator of mass production, Henry Ford, once said, “If there is a secret to achieving success, it lies in the ability to understand another’s point of view and see things from that person’s perspective and that of that person.” yourself.” To establish authority, connect what you know with what your audience knows.
Explain it to the public in terms they will understand (no insider jargon or jargon). Contextualize it for them in terms of how it can improve their lives by solving a problem they have that you know how to solve.
4. Refer to authoritative sources of information.
Even if you are an authority on a particular subject, your audience may not know it yet. It helps to support facts with references to reliable and authoritative sources.
It also helps show your audience how the information you share, or the advice you give, resonates with the authorities they recognize and agree to be authoritative. For example, in this short article, I’ve already referenced Internet data analytics and insights companies, Peter Thiel, Warren Buffett, Charlie Munger, and Henry Ford.
5. Keep it positive and make it for them.
The troublesome salesman is seen as a figure of desperation, not an authority. Don’t make the post for you. Be generous. Make it for them.