Customers and relationships – the most important aspects of business Understanding customers – personas and journeys Their use of digital – channels, audiences, purchase points, sharing economy Partnerships and collaboration Suppliers and their endorsements
Knowing your clients well = you can speak about them and their work Take responsibility for helping your clients to learn – digital skills Post regularly tips and articles to help your customers Consider your business developing solely with your customers in mind …
Part of having authority status is being both an educator and an advocate for your clients. As an educator, you work hard at communicating with your customers on a regular basis. For example, financial expert Dave Ramsey has a site on which he posts various tips and articles for his customers.
In addition, he offers seminars that help his customers learn more about money management. He even offers free printable resources. All these elements, and many more, are examples of how he educates his clients.
Caitlin Doughty, an LA mortician and entrepreneur, has attracted over 50,000 subscribers to her YouTube channel ‘Ask a Mortician’ in the last three years, gaining her the recognition of being one of LA’s leading morticians.
Without pushing her product or service aggressively she posts videos about a range of topics, from talking to children about death to the particulars of makeup and jewellery on corpses. This open and honest conversation around her industry helps to build her audience.
Stop trying to keep everyone happy all of the time … Focus your efforts – on the clients with great value to you Focus on being an expert in a specific field – continually grow your knowledge Appealing to a small and loyal group of clients may be better!
nstead of trying to please everyone, focus your efforts on a small amount of possible clients. This approach will help understand the niche better and be able to cater your marketing better. You’ll perfect the art of appealing to and pleasing that smaller scope of customers.
An example of micro-specialization in the design field could include designers who only do corporate CEO’s offices or those who choose to only work with local real-estate companies to stage private homes for sale.
Publish content regularly – good quality, thoughtful, intelligent Thought leadership – the future of your industry or business sector Increase your profile – authority – clever – respected E-books as downloads – in exchange for email contact details
Make a concerted effort to write articles pertaining to your area of expertise. Send them in to newspapers and trade journals along with other professional publications. If you can manage to do this, you will have content to back up your authority status in your field. Don’t simply write a few articles here and there, but instead commit to regular content creation for a variety of outlets, as it helps build up your personal brand faster.
Another tip to becoming an expert is to take what has been your most read, or best received articles, and delve deeper into the subject broached in those pieces. Keep in mind, the book doesn’t have to be long. In fact, in terms of today’s readers, shorter is often better.
However, the book format does give you the benefit of the space to really explore a problem and offer up your solution, which will give you instant authority status.
Arianna Huffington author, syndicated columnist, and occasional actress. She is the co-founder and editor-in-chief of The Huffington Post. She was a popular conservative commentator in the mid-1990s, after which, in the 1990s, she became a liberal. She is the former spouse of former Republican congressman Michael Huffington.
In 2009, Huffington was named as number 12 in Forbes's first-ever list of the Most Influential Women In Media. She has also moved up to number 42 in The Guardian's Top 100 in Media List. As of 2014, she is listed as the 52nd most powerful woman in the world by Forbes.
Speaking in public is scary for many (most) people Speaking - seminars, webinars, vlogs, podcasts - a great way to present yourself as an authority in your field Align yourself with other successful speakers – develop your own take on a particular issue Hone your speaking skills, practice in private, observe other engaging speakers
Speaking in public is scary for many people. However, giving speeches or participating in seminars or panels is a great way to present yourself as an authority in your field. One way to obtain a few speaking gigs is to align yourself with other successful speakers. If given the opportunity to speak alongside someone who is already well known, you will have a good-sized audience, and you can offer a different perspective on whatever the topic. Hone your speaking skills, study voice projection and observe other engaging speakers, ensuring you will be ready to give an interesting, stimulating speech an opportunity comes along. Podcasts are typically a niche driven industry, making them an ideal way to get your message across to a large amount of people. To get on a radio show or podcast, contact the host. You can usually find contact information, such as email addresses, on the show’s website. Tell the host why you would be a great fit for the show. Don’t forget about Twitter, Facebook and other social-media outlets, as you can often contact a radio show host through these means. If those ideas don’t work, try contacting past guests who have been on the show to find out how they went about achieving an invite
Once you’ve done some speaker slots and some broadcasts online – build trust Make sure the content features on your website and across social media Trust – builds – trust Develop brand partnerships with others – more trust
After you have been a guest on a radio show, spoken alongside a reputable speaker or had your worked published by a trusted outlet, you can begin sharing that experience as a way to build trust.
For example, if you are an expert on dog grooming and you have been a guest on It's a Doggy Dog World podcast, putting on your site that you were on that podcast is a great way to trigger trust.
If customers trust that podcast as an expert on the subject, and you were featured, customers will feel you are worthy of trust as well. However, it is always a good idea to ask permission before using someone‘s name to build trust.
Regularly review your content – key messages – tone – quality – audience Check your vital statistics – analytics, social shares, klout scores Google yourself – see what features, content, images, videos Get endorsements, testimonials – retweets, shares, quotes
Did you know...
1 in 5 Divas have more than 900 connections vs. 0.5 percent of other women worldwide
Divas are 40% more likely than other women in the digital domain to use social networks to seek, share and shop
Divas' mobile phones have become their customer service agents and replaced their friends as shopping buddies
7 Steps to Becoming an Expert Online
….CUSTOMERS AND RELATIONSHIPS