Authority Marketing – Be Where Your Audience Is

Be Where Your Audience Is

In a previous post on Authority Marketing, we talked about the importance of knowing your audience through market research so that you can position yourself in a way that people relate to, resonate with and believe in.

And one of the best things you can do to position yourself at the top of your market is to learn as much as possible about your competition, as well as what’s selling in your niche and what your customer base wants most from you.

And remember that you should never aim for a broad niche.  When it comes to positioning yourself as an authority in your market, you want to become the go-to person for a specific topic, or section of the market.

Then later, you can expand.

That way you’re not only able to locate your customer base, but you’ll also have a clear focus and a solid action plan. Instead of trying to be everywhere at once, you’ll also be able to narrow down the places that you can best connect to your audience.

OK, so, the next logical step is to be where your market spends most of their time.

Creating your own forum or message board is great, but it’s always easier to connect with people within the social platforms and websites they are already familiar with and actively use.

What one social media platform is most commonly used by your core audience?

When conducting research for one of my markets, I discovered that most of my younger customers spend more time on Twitter or Instagram while the older generation seems to prefer Facebook.

You might even find that your ideal customer likes some other platform entirely, like Pinterest, Reddit or YouTube.

The point is: do your research and find out where they are spending their time online. Then join the discussion!

Set up accounts on these platforms and create a content plan that stays true to your brand. Don’t confuse your business brand with your personal life, either. You’ll want a separate account where you’re going to share expert advice and high-quality information that targets specific areas of your niche.

You don’t need family photos or your political views on that platform. Keep it separate and keep it focused!

Also, don’t overextend yourself or you’ll lose your ability to truly connect with your audience through consistent engagement. Instead, choose one or two of the platforms where your customers spend the most time and set yourself up.

Create a consistent theme across all platforms as well. Use the same color scheme and other components and elements so that you’re able to solidify your brand and become instantly recognizable. This is critical when it comes to creating a well-known brand that people identify.

Use a good professional photo and profile picture. If you need royalty-free images, try Dreamtime or Shutterstock. It’s usually best to spring for a good professional photo you can use on across your platform.

Create a killer bio, focusing on what really matters to your audience.  This will include relevant keywords that instantly identify who you are and what your focus is. And of course, include a link to your website or squeeze page where you offer a free incentive for joining your inner circle.

Then, spend time connecting with your core audience!  Offer quality information, link back to a blog or website as often as possible and focus on delivering value.

That’s how authorities are created.

Tip: Look for things like:

  • Commonly asked questions posted by your target audience.
  • Posts with a high number of comments or likes.
  • Posts with the highest number of social shares.

Identify Pain Points

Now that you’re on most popular social media platforms that your customer base uses, pay attention. Follow trending hashtags (#) in your area of expertise to see what people are talking about.

“Friend” or “Follow” some other experts and read their posts. Always work towards staying engaged. Comment where appropriate so people begin to associate your brand to being a knowledgeable person and thought-leader.

What you’ll want to focus on is gaining valuable insights that you can later use in your marketing campaigns. You’re researching your customers to see what they need and how you can give it to them. Some researchers call these “pain points” – what are people complaining about or feeling pain from?

Not particularly emotional pain, but what struggles are they facing in their personal or business lives?

This step takes a bit of time, but it’ll be worth it in the end because you’ll know, with certainty, exactly how to solve problems and position yourself as someone who can help them reach their goals.

You can’t possibly learn enough from your core audience based on one or two posts or comments.

Really dig down into these ongoing conversations and see what the majority of people are saying or needing help with within your market.

What do they already know and what do they need to become aware of?

What areas have been exhausted and where do you see a niche you can fit yourself into?

Remember, you’re looking at what the majority needs help with. Never focus your marketing campaigns on what one or two people need help with. Instead, always look for ways to solve the largest problem in your market.

Engage in conversations regularly. This goes beyond just social media as well.  You should be frequently visiting authority blogs, or forums, as well as Facebook groups that include an active audience.

The point is to make yourself visible and to stay on people’s radar.

The more you interact and engage your audience, the easier it will be to position yourself an authority in your market.

In fact, you’ll automatically build an audience just because you’ve dedicated time to addressing problems and consistently provided helpful content that resonated with them.

If you want to know more about leveraging the power of authority marketing, then check out the featured resource below for a free report that expands on this post; download, read and take action 🙂

Tags: , ,
Previous Post
Building A Strong Success Mindset
Articles Jason's Tips Mindset Motivational Tips

Building A Strong Success Mindset Pt 3

Next Post
Building A Strong Success Mindset Pt 2
Articles Jason's Tips Mindset Motivational Tips

Building A Strong Success Mindset Pt 2