How can you establish trust and authority with prospects?

Building trust and authority goes beyond merely sharing content; it's about your authenticity. Thought leadership isn't merely just a title, but it carries a responsibility to provide real value.

One can Demonstrate expertise, communicate transparently, and consistently deliver to establish trust and authority with prospects.

Establishing trust is earned and can be done so a number of ways but for me it's not only doing what you say but also having a willingness to offer insight and support that isn't always directly relating to your objectives. This can be through the direct introduction to people that could benefit from knowing each other or simply identifying content that could be of interest (and not just your own content).

Developing a network of targeted and relevant contacts that will inform your strategy and find your content engaging is mutually beneficial, and from a sales perspective, enables you to seek out introductions to new sales prospects through existing mutual connections. This quickly establishes trust which is important, as 87% of B2B buyers say they would have a favourable impression of someone introduced through their professional network (LinkedIn Slide Share).

It all starts with authenticity. Without it, there is no trust. Whether in a post, a comment, a newsletter, or a video, show your unique personality and your unique brand qualities. People do not do business with business entities. They do business with people. Yes, that's a generalization but in the context of social selling on LinkedIn, it is generally true. Another general truism - people do not like to be pitched or sold to. They do like to buy. Show them why you would be someone they might want to do business with. One great way to do this is with social proof posts. For an example, you can look at the one I recently did that highlighted my client, Barbara Johnson, an accountant. It's about showing the steps of the transformation.

Being authentic and transparent on social media is the key to establishing a lasting connection with your audience. Sharing more about who you are creates a relatable and genuine presence that people can connect with.

Understanding their personal goals (not just project goals) can be really valuable insight. If you show them a willingness to help them towards those goals, then they’ll naturally be more inclined to be a champion for you.

Meaningful and purposeful engagement is the secret sauce to standing out in a crowded digital world. It's all about building relationships! Every person is unique, and tailoring your approach shows that you value them as an individual. So, stay authentic, and watch the magic of trust and loyalty unfold.

You can enhance your professional presence with recommendations. In the digital landscape we live in, trust and authority are paramount. Recommendations on your Linkedin profile showcase real-world trust, offering a tangible testament to your expertise. With each endorsement, you build a reputation that resonates, establishing you as a reliable industry expert.

There's a quick way to lose credibility when social selling. Over-posting. The phrase quality over quantity is never more relevant than when talking about building your presence on social media. Remember: - Don't post just for the sake of posting. Find your voice and use it wisely. - Posting 3-5 times a week is a good rule of thumb. Any more than that you'll start to lose quality. - Don't forget to engage with others. Bring your voice and opinions to the posts of others in your industry to maximise your reach.

Two words: Present & Consistent Present: Create a Rockstar Linkedin Profile Consistent: Post on a regular basis - do not post and ghost!

Educating your audience by providing them with relevant and valuable information is one key to establishing your authority. Trust and authority are closely related, but trust is mainly built through relationships while your positioning as an authority is primarily a result of your body of work.

You should focus on producing content that fulfils the wants, needs and interests of your audience. This will allow them to build trust and emotional connections to your brand. Don’t make the mistake of focusing on what you want to say - instead, focus on what your audience wants to learn from you. Ask yourself the following: What information can I share that will provide value to my target audience or personas? What are the common pain points Person A faces that I can help with? What industry news can I share with my insights added? What’s current and trending? Educating your audience will make your efforts shine, whether you do this through webinars, eBooks or in person as long as you are relevant you will have the upper hand.

If you ever find yourself telling someone "trust me", it means you haven't done enough to earn their trust. Make sure you provide value first before asking for anything in return as you build relationships.

You need to take the time to understand your audience on a whole new level, particularly their behaviour. Ask yourself... What gets them up in the morning? What challenges do they face on a daily basis? What keeps them awake at night? What digital channels do they live on? How active are they online? What content are they consuming? Are they part of any groups or associations? ...are you with me? You really need to invest the time to understand your audience so you can create realistic buyer personas. Once you have this layer of understanding you can start to craft your content and touch points taking board what we have mentioned earlier about educating and offering them value.