Having a business these days means having, running, and promoting a website. To not involve these activities in the day to day of running a business can be detrimental. Running your website effectively though is almost an art form, with no solid start to finish, “Set in stone” path. Each business is unique so it is no surprise that each website will be as unique as well. Running your individual website will involve a digital marketing plan. Part of this digital marketing plan really ought to be creating an “Online Authority” out of your web presence.
This begs the question, what is an Online Authority?
An online authority is “go to” or a resource on a specific topic. Becoming an online authority usually means that you are well versed on the topic in which your business is in, have lots of relevant information on said topic, and have gone through the long and arduous process of simplifying, translating, and sharing, this information to people all over the world through the use of the internet. Using your web pages, your blogs, your social media profiles, as well as any other platform available, to get the information in which you have out to the world, clients, and hopefully customers.
Being an online authority on a specific subject means that you are a master of your craft.
A Sensai to the karate of your industry.
A Chef to the kitchen of your clientele.
You are to be, the bee’s knees, and the cat’s meow, of the market in which your products or services are in.
Doing this is a painstakingly daunting task, however, if done correctly, the rewards can be far greater than financial.
Helping people solve problems while also growing your businesses customer base and simultaneously increasing sales are products of your labors.
How does all this work?
People want to have trust in the services or products that they are buying. No consumer wants to buy a tire for their car from a restaurant. Building your online authority will build trust in what you provide to your audience, clients, and consumers.
The double payout
Luckily, while building your client base and helping consumers find the information that they need, search engines like Google, Bing, and Yahoo will take notice. Search Engines are there to give the person searching the best possible resource for the question being asked. Your job is to answer your customer’s questions before they ask them. This is done by creating content. Content can be written articles, posts on social media outlets, podcasts, photos and or videos.
Steadily creating content and uploading it to all of your businesses platforms will turn your business into an Online Authority on your product, service, or industry.
Online Authorities receive a loyal fan base, customer base, and a growing following. This is leveraged best when new products and or services are offered.