Brand Authority: How to Become the Go-To Expert in Your Field

Practical Steps for Building Trust and Authority.

In the cutthroat world of B2B marketing and branding, standing out isn't just about what you sell, but how much trust you can build. Whether you're flying solo or leading a team, the real secret to success lies in becoming the authority everyone turns to in your industry. This isn't just about being good at what you do; it's about letting everyone know you & your brand are definitely to be trusted, but in the most genuine way possible. So, how do you do that? Let's dive in.

Starting with Thought Pieces

First off, get your ideas out there. Write  authoritative blog posts, share your expert insights on LinkedIn, and send out value-driven newsletters. The goal is to be consistent with your content. Aim for around six blog posts a month, a couple of newsletters, and a few LinkedIn articles. This shows you're active, engaged, and most importantly, knowledgeable. After a few months of this routine, you'll have enough content to prove yourself as an expert and then pitch yourself as a guest on podcasts or other media channels in your industry. This is your chance to reach new audiences and show them what you're all about.

Showcasing Your Expertise

Next up, let's talk about LinkedIn. It's a goldmine for collecting positive feedback. Encourage people who've enjoyed working with you or your products to leave testimonials. This social proof is crucial; it's like having a cheering squad backing you up whenever someone checks you out online.

But don't stop there. Gather all the great things people are saying about you, from LinkedIn reviews to customer feedback on google maps & company listings, and create a system to keep publishing these gold nuggets. Happy customers are usually more than willing to share their good experiences if you just ask nicely.

Case Studies & Examples

Here are some examples of people I follow on Linkedin who I consider masters of conveying their expertise in their industries:

• Nick Bartlett - Supply Chain Expert & Logistics Business Owner
• Nick Jordan - SEO Expert & Content Marketing Business Owners
• Raphael Schranz - Circular Economy Expert & Solopreneur

Your Website: The Ultimate Trust Builder

Now, take all that awesome feedback and showcase it on your website. Why? Because your website is often the first place potential customers land when they're considering doing business with you. They'll read about you, your team, your brand, its USP (unique selling proposition) , your services, check out what others have said about you, and start to form an opinion on whether they can trust you.

But it's not just about slapping some testimonials on your homepage. Every part of your site, from the about page to detailed descriptions of what you offer, should be telling the story of how reliable and trustworthy you are. And if you've got a team, make sure their expertise shines through, too. This all adds up to a website that doesn't just say you're great; it proves it.

Shifting Gears to PR

After a few years, and once you've built a solid foundation of trust and expertise, it's time to level up. This is where you hone in on what makes your business unique—your unique selling point (USP)—and start telling the world about it through public relations (PR) rather than traditional marketing. Why? Because PR can get your story out there in a way that resonates deeply with your audience, building even stronger trust and recognition. Furthermore, a PR agency charges as much as a marketing agency. Don't increase the budget, just replace the moving parts in order to scale. 

Think of it this way: marketing gets your name out there, but PR tells your story in a way that makes more people listen. And when you've reached this stage, paying for PR instead of marketing & ads can make a massive difference in how people see your brand. You're not just another company; you're a trusted leader in your field.

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