Ok, you have built a kickass cloud management, optimization platform. Or you have just built an AI widget with APIs that can connect with gazillion apps.
Now, who knows you in the cloud or AI industry?
Have you established your presence at least in your target market?
If you are not systematically and methodically establishing yourself as an authority, at least in your target market, you are ignoring the true power behind the marketplace. This is the axiom behind authority marketing.
As a technopreneur, if your firm is not able to sharply differentiate itself from others around you, you are just another company in the mix.
But if you do, then you are on your way to becoming an authority in your niche or chosen field.
An authority has all the knowledge stored away. An authority who disperses his or her knowledge in a way that people rely on and seek is a celebrity.
Authority positioning affords your business to leverage its experience to gain an elevated expert status within the specialized confines of their industry. You become an educator and advocate for the success of those who rely on you;
then, your audience can find (and trust) you.
Fast-Tracking Your Authority
Strategies used to optimize your position as an expert celebrity include highlighting local (or regional) press, writing books and other authoritative and informative materials, and distributing your writing so that it becomes widely available.
You must provide your target audience with so much content and proof, showing that you understand and empathize with their needs, so that you are the only choice in their minds. This could be done by being interviewed on podcasts your target audience listens to, or even starting your own podcast so you can open huge doors of opportunity for your business by interviewing influencers in your industry.
For example, one of my clients, for whom I’ve helped position a youtube strategy, has told me that their youtube is now syndicated on different platforms, increasing its exposure. My client also uses the platform to approach prospects with the ask to interview them, opening the door for future conversations about my client’s expert services.
Think about this: If you were looking for a Digital firm to help your business get closer to cosmetics users who are predominantly teenage girls, how would you make your decision?
With the first Digital company, you meet them at your local tech group and think they pretty friendly, at least from what you can see in early morning networking meetings!
With the second Digital firm, you notice they were recently featured in your local chamber of commerce retail summit, wrote a popular ebook on how to structure user experience (UX) for omnichannel retail consumers and has a weekly podcast you listen to about recent developments in retail technology.
Who would you choose?
Both may do a fabulous job, but we are all so busy that we tend to make decisions based on who seems to be the most qualified, and this is tied to visibility. In fact, the accountant who has established himself as an authority has vastly improved his “perceived value” in the marketplace.
Placement And Positioning
In the real world of business, I have found that respect comes not from media savviness but from the ability to make your knowledge into something useful for others. The primary way business owners can generate widespread respect for their authority is through understanding the technology and methods they work with and generating solutions from them.
Being able to generate and distribute applications for what you know will garner substantial unassailable value.
Authoritative entrepreneurs must display not only a tolerance but a thirst for change. When others are unsure of their response to change, the authoritative business owner must maintain a consistent viewpoint that portrays a protocol in place to allow change to be integrated into the business.
Look for ways to document your knowledge. It may be recording your thoughts with your phone about a specific problem you recently solved for a client. Guess what you can do with that?
Transcribe the recording and repurpose it into a blog post, your next email update to your clients, a social media post — the list goes on! See how easy this can be? But the first step is getting started and deciding to keep it up, even if it’s only once a month!
Remember: Building your authority should be your No. 1 priority.