Position of Authority

Maybe you're unaware of what 'Authority Marketing' is or maybe you have some idea of what it might be, either way in this article I'll dive into its importance for your business.

First, we must start with the blunt question of "what makes YOU so special?" What I mean by that is, why would anyone choose to purchase a product or service from you as opposed to someone else in the industry?

Establishing yourself as the authority in your industry is not an overnight venture. That said depending on the industry and competitiveness, there are a plethora of creative ways to achieve this position of authority. For this article, we'll focus on the energy services vertical of the energy sector.

Ignacy P Domagalski, better known as simply Iggy, was born in Poland but raised in Winnipeg, started his pursuit of authority when he ran his own online marketing company in the early 90s. Today Iggy stands as CEO of Wajax, a $470 million industrial products & services company.

Not only has Iggy become a formidable leader he has also built the largest following in oil and gas in Canada making him the definitive authority. It's this position of authority that allows Iggy to amplify his voice which ripples throughout the industry like a tsunami.

So how does one become the authority in their respective field? Let me explain.

Writing a book is one quick way but most of us don't have that sort of free time especially when we're trying to grow our business. Which naturally leads us to the alternative. Social media engagement.

The beautiful thing about social media is you are the author of your own story. Remember the age-old saying that if you don't tell your story someone else will?

Having the power of authority at your fingertips gives you an immense advantage over your competitors. It positions you above others and also opens doors. This is especially the case within senior leadership positions where having the upper hand helps to acquire and retain customers.

I believe there are 7 necessary elements to any successful authority marketing campaign and they are as follows...

1. Branding - building a brand is not just about your company but also about your own personal brand. I'd venture to say personal brand in authority marketing supersedes any company when done right.
2. Content Marketing - Content marketing builds omnipresence. You must create a lot of high-quality, targeted material. White papers, social media, newsletters, essays, blog entries, webinars, podcasts, or a book. As you develop good material, you get followers eager to consume it.
3. Referral Marketing - Referrals should bring in many new customers if implemented intelligently. One poll found that 85% of small companies obtain customers via word-of-mouth. You must encourage happy customers to recommend you. Great service leads to many recommendations. Influencers are also a great source of referrals many businesses overlook.
4. Lead Generation - Authority marketing and lead generation? Being an authority helps generate leads by giving you the power to tell people what they need because they'll believe you. You're the authority remember? As an authority, people will follow your advice.?
5. PR - People don't believe what you say about yourself, but they trust the media. People will think you're an authority after mainstream media or local radio coverage, which is excellent for business.?
6. Speaking - Are you speaking to your target audience now? You should be. Speaking is the finest approach to building authority and getting quality leads. If you're knowledgeable and professional, you'll connect with a segment of your targeted audience instantly.
7. Events - Potential customers gather at events. Participate and invite them. Annual events help you upsell, establish loyalty, and promote your company and personal brand.

If you want to be known among your peers then you must become the authority in your industry, community, and marketplace. if you want people to give you money then the best way is for them to see you as the authority. Once you have this position of authority...anyone else won't matter.