Online authority is a valuable commodity today. Whatever your industry and whatever your product or service, having people listen to your takes and follow your advice is a vital step toward building your business and making those conversions.
But how do you keep from being just another person talking on TikTok and Insta? How do you ensure that your audience is really absorbing what you have to say and not just watching for the entertainment value?
How can you build the authority that brings people looking for your content when they want advice and understanding related to your area of expertise?
The answer, as in many areas of life, revolves around balance. Putting out entertaining or aesthetic content can only get you so far. You need a substantial percentage of your content to be informative and useful–without neglecting the entertainment and aesthetic values that make your platform yours.
Black female entrepreneurs who are seeking to build their online presence should follow these principles to build their credibility and authority with their audience.
When you know your audience and their needs, you will begin to see solutions to common problems that they face. Some of these solutions will lead naturally to ideas for new products, services and projects for your business, while others will just demand a post or series of posts offering thoughts on new solutions. Both will contribute to your brand, your distinctive online voice, and your authority.
The more people find your solutions and suggestions helpful, the more they will come to you with other questions and concerns that face them in a similar category. By listening to your audience and using your creative energy to address the problems they face every day, you will naturally build trust and authority as someone to come to.
Every creator has moments when they have an idea that they think is great, make a post–and instantly start getting negative comments saying that their post is inaccurate or even an outright lie.
It’s frightening how quickly one post can stop growth in its tracks and set back your building authority. All your branding can be rendered completely worthless with one post.
So in order to avoid this pitfall, make sure to vet your content before you put it up. See if you can find supporting data and have it ready to answer any random negative comments you may get. And if you realize that your post is probably going to face opposition, you may have to weigh the risk versus reward.
A little controversy can be good, especially if you end up with proponents and opponents in the comments driving more and more engagement. But make sure those who agree with you have a leg to stand on by doing your research before you post, and if your idea doesn’t hold up to scrutiny it may need more time to mature before you air it.
Interacting with other channels can be a great way to quickly build authority. It will also be a chance to show your personality, express your views and values, and build your brand. It can also be a great chance to learn–and to inform other influencers, which gives you serious credibility with the audience.
Whether you volunteer to write a guest post on someone’s blog, or engage in a lively discussion on a podcast, it’s an amazing way to borrow credibility from someone else in your field–and quite possibly to pick up some of their audience for your own channel.
Even if you are just making comments on another influencer’s insta, interested audience members will come to check out your page if your comments are informed and well written. And if they find that your channel is full of useful information that they need, they will stick around.
Putting out innovative and correct information is always a great plan. The only way to improve on this plan is to ensure that the information you put out is also timely.
There is value in having a whole library of informative content on a range of topics, but being able to catch social media trends and be in the global conversation about current topics can boost your authority in incredible ways.
You can ensure that you put out the information your audience needs when they need it in many ways. These include keeping up with analytics, maintaining a lively culture of discussion and questions in your comments, and watching other channels with similar specialties.
When relevant and accurate information, available at the moment when people are looking for it, is part of your personal brand, authority is sure to follow.
Whatever your product and whatever your personal branding, building authority can only help your social media and your business. Becoming people’s go-to source for timely, entertaining and relevant takes on current questions and trends will ensure that you, your brand and your products are at the front of people’s minds, and will help ensure that your offerings are the first that spring to mind when they need to make a purchase.
If you’ve already been working on building your personal brand and creating demand for your product on social media, follow the principles above to take your brand and authority to the next level and drive even more engagement, traffic and sales.
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