Build Brand Authority
Standing out in today’s market isn't easy. Consumers have a wealth of information at their fingertips and no shortage of options from which to choose. So how do you rise above the competition and establish brand authority?
Just like your customers, you need to keep your finger on the pulse of trending and emerging technology and use new platforms to your advantage. By meeting your audience on their terms and providing exactly what they’re looking for, you’ll earn trust, encourage loyalty, and become a credible brand.
It Starts With Content
Whether you’re creating a one-page landing page for your website or publishing a series of service-related blog posts, the content you produce needs to be consistent with your brand image, optimized for search engine results, and be relevant to your reader. Remember, the focus of your content marketing efforts should be to provide valuable content that will attract—and maintain—the attention of your target audience.
Social Media Matters
If content is the message, social media is the messenger. Social media channels such as Facebook and Twitter give you a readily accessible way to reach your target audience at home, at work, or on the daily commute. In a recent study, 30 percent of brands reported that establishing a strong social media presence led to a boost in consumer loyalty.
Videos are engaging, allow you to show personality, and can be highly entertaining. Producing a video also showcases your brand’s skills and digital savvy. They are highly shareable and help to extend your social media reach; with a video, your customers help to bring you more customers!
Protect Your Rep
Unhappy customers have unprecedented public platforms on which to air their grievances. One in four Facebook and Twitter users expect a business to respond to social media complaints within one hour. If you’re not there to address their concerns and control the conversation, things can go downhill in a hurry. But it doesn’t end with social media, there are review sites, blogs, public forums, and more that need your attention. Set up alerts, monitor the review sites, and keep your ear to the ground so you can address issues as soon as they come up.
Make It Personal
One of the best ways to build brand authority and customer loyalty is to show your customers that you’re paying attention. Use the information you gather to personalize your marketing efforts and show customers you care. Engaging loyal customers shows you notice and appreciate their support, which can go a long way toward building brand advocates, credibility, and brand authority.
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