Too many customers Come to us saying that they want to be more respected in their place. They know that their rivals are trusted and want the same recognition, if not more.
This seems even more important after the post-2020 absolute disaster. Consumers and customers alike want to trust the brand and not insist on whether they are making the right decision.
Marketers know this. When we teamed up with Semerush to explore keyword search data related to marketing goals in 2020, brand awareness and authority showed a steady upward trend.
If you are one of these marketers, I have some strategies that you can use to improve your brand authority this year. It may not happen overnight, but you can start implementing these strategies now to see results over time.
I have some strategies that you can use this year to improve your brand authority.
Strategy # 1: Get Media Coverage
Media coverage can build the authority of your brand in some ways.
For one, it is difficult for people to trust you if they do not know that you exist. Of course, you can pay for advertisements or kill it socially to get your name out, but there are other benefits to media coverage.
When reputable publications and websites refer to your brand and link to your site, they send a signal that they trust what you have to say. This is a third-party confirmation that you know what you are talking about and / or have something to offer.
For our client Stoneside, for example, we surveyed people to see how many were purchased and cared for in houseplants in 2020.
The report received coverage on TreeHugger and the simplest, but it also served as a great reference for other articles, such as HelloGiggle and The Weather Network.
Of course, obtaining media coverage is not easy. You need news content or expert opinion to contribute, and you need to know how to give it to authors.
Small budget option
Are there industry blogs for which you can write guest posts? Are there colleagues in your industry who are looking for citations for their content? Start building relationships with other industry experts. Cite their work in your content and create a synergy.
For example, I sometimes work with marketing tool brands like Semrush and Buzzsumo because they align well with brand fractals, as we all work in the same industry.
You can also sign up for HARO, in which journalists request to talk to special types of experts. However, it often won’t show you the relevant request, and it’s still a toss up as to whether they’ll specifically reach you.
Big budget options
If you can afford it, a combination of content marketing and digital PR is the way to go. If you have resources internally – marketing people who are savvy with data analysis and content creation – you can start by seeing if you have any internal data that will be interesting to a wider audience.