You know you’re the best at what you do, and you know why potential clients should hire you. But how are you portraying that to them? Authority is what you need, and content is the best way to spread that information farther than word of mouth ever could. Authority tells clients why they should buy from you and shows them that you know what you are talking about.
Think about it this way: when you are looking for vendors to work with, you want to make sure they understand your industry and that they know their stuff. How do you do that? By chatting with them, reading their website, reading reviews, and so on. Have you ever looked at a company that has no information on their site except a big fat “Buy from us, we are the best!” sign? What was the first thing that went through your mind? Probably, “Pshhhhh, yeah, okay, buddy.” It was hard to believe them without any authority, right? If you wouldn’t buy from someone without vetting them first, why should someone buy from you?
So now you’re probably wondering, “Okay, okay, Keegan, you’ve made a point. I know how to develop authority through conversation, but when it comes to putting words on paper (or screen, in this case), I am stumped.” Well, good news, Mr. Business Owner. It’s just as simple as taking those words you say out loud and putting them into blogs, copy, social posts, and so on. You are the expert; you know your information. Now we just need to capture it.
But the Clients Already Know This Information!
You might be thinking, “But the clients already know this information!” Yes, they do, but they want to know you know the information.
Clients Want to Know You Know
It’s true; many of your clients may already have a good grasp of the basics in your industry. They might have done their homework, read up on the subject, or even had prior experience. But here’s the catch: they need to be confident that you know your stuff too.
Think about it from their perspective. They’re looking for an expert who not only understands their needs but can also provide solutions that they might not have thought of. They need assurance that you’re not just another business spouting generic advice, but someone who has a deep, nuanced understanding of the field.
How to Show You Know Your Stuff
- Depth Over Breadth: Don’t just skim the surface. Dive deep into topics and show your thorough understanding.
- Original Insights: Offer your unique take on industry trends and common issues. What makes your approach different or better?
- Practical Examples: Use case studies and real-life examples to demonstrate your expertise in action. This not only proves your knowledge but also shows that you can apply it effectively.
- Address Advanced Topics: Go beyond the basics and tackle more complex subjects that show you’re ahead of the curve.
- Answer Questions: Regularly address common (and uncommon) questions your clients have. This shows that you’re engaged and attuned to their needs.
Why This Matters
When clients see that you have a deep understanding of their problems and the solutions, it builds trust. They need to feel confident that they’re working with someone who is not just knowledgeable, but also competent and reliable. This is crucial for turning potential leads into loyal customers.
Content Ideas to Show Your Expertise
- Detailed Blog Posts: Write about complex industry issues, new trends, or advanced techniques.
- Expert Interviews: Share interviews with other industry leaders to position yourself within a network of experts.
- Webinars and Live Q&As: Host events where you can demonstrate your knowledge live and interact with your audience directly.
- Whitepapers and E-books: Create in-depth resources that go beyond the basics and provide significant value.
Practical Steps to Showcase Your Authority
- Start a Blog
- Share insights, tips, and case studies related to your industry.
- Discuss common problems your clients face and how you solve them.
- Provide value through how-to guides, industry news, and expert opinions.
- Create Engaging Social Media Content
- Share snippets from your blog posts.
- Post behind-the-scenes looks at your process.
- Use visuals and videos to grab attention and demonstrate your expertise.
- Leverage Testimonials and Case Studies
- Showcase real-world results you’ve achieved for clients.
- Include quotes and detailed stories that highlight your success.
- Develop a Strong Website
- Ensure your website is packed with valuable content.
- Have dedicated sections for blog posts, case studies, and client testimonials.
- Make sure your expertise is evident on every page.
- Offer Free Resources
- Create downloadable guides, checklists, or templates.
- Host webinars or live Q&A sessions.
- Develop a newsletter with tips and insights.
- Engage in Industry Discussions
- Participate in forums and groups related to your field.
- Comment on relevant industry blogs and social media posts.
- Attend and speak at industry events and webinars.
- SEO and Keywords
- Use SEO to make sure your content is found by the right people.
- Research and include relevant keywords in your posts.
- Keep up with SEO best practices to stay visible.
By consistently producing content that demonstrates your knowledge, you reassure potential clients that they are making the right choice in hiring you. They might already know the basics, but your content shows that you have the expertise and insight to help them succeed. This not only sets you apart from the competition but also strengthens your authority and credibility in your field.
So, what are you waiting for? Start creating that content today and watch your authority—and client base—grow.
Feeling like you’re lifting more weight than you can handle with your online presence? Don’t worry, we’re here to spot you. Take a breather and let us do the heavy lifting. Get a Total Online Presence Audit today.
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