Using The Concept Of Influence & Online Authority To Grow Your Business
The term “influencer” is a generally new buzzword, but the concept is nothing but new. Ultimately, an influencer is someone who has a network to share their opinions and thoughts with. However, in today’s digital world, influencers have a big opportunity to share “word of mouth” opinions to thousands and millions of people. And don’t we all, on some level, want to be influencers online? When we have any sort of influence online, we can persuade buying decisions and ultimately the growth of brands. Hence the power of influencers in our society today.
Start with the foundations
My good friends over at Data-Dynamix talk a lot about the Digital Marketing Machine and the importance of having your digital foundations in place first. They explain digital foundations as things like your branding, website, social media presence, and more. Once you have those foundations in place, you can then promote your brand and have something smart and consistent to direct customers to. Influence needs these same foundations because nothing is worse than saying that you know what you are talking about, but then have a horrible website, or inconsistent branding. Take the time to build your foundations first and build your audience.
Building Influence
Building influence requires that foundation to build upon, but then you need to actually focus on building. Building influence should involve influencing real people who connect on an emotional, logical, and practical level with your message. However, influence also can be something less organic like how much Google finds relevance in what you are saying. Sites like Google and Klout are two examples of inorganic influence rankers. There is a delicate balance in focusing on building authority and influence with organic beings in the digital sphere and inorganic algorithmic beings. You want to do both, but feel torn. Fortunately though, the king in the algorithmic space (Google) cares about the end user experience, so when you produce content to build authority, you can build it with the organic user in mind, but also attract the attention of Google.
Strategic Plans
Contractors do not just show up to a job site and start stacking bricks. They have a carefully designed plan that involves architects, engineers, city planners, and more to ensure that it is comprehensive and viable. The same holds true for your plan for building authority. First, you need a plan. Arguably your plan needs to look at your competitors, your industry, your opportunities, time restraints and budget limitations, and ultimately your message. When you look at all of these aspects, you can create a successful strategic plan for your content marketing and ultimately building your influence. Find a team, or tribe, who you can bounce your plan off of to see what holes exist and how you can refine your plan.
Then do it!
Friends, it is scary to get yourself out there. Trust me. I know. However, you have to put your thoughts out there for people to critique or applaud. You have to produce posts and invite people to follow you on social media. You have to make that first video and get used to hearing your own voice on camera. It’s hard. It’s uncomfortable. But if you want to grow yourself and your brand, you have to do it. Don’t waste the time you spent building your foundations and your plan, just to let them sit from inaction.
This topic of influence and building authority has been on my mind for some time as I’ve been developing a panel discussion entitled “Becoming An Influencer” for Denver Startup Week. I have to admit, it is a daunting task to think about building a level of authority in a digital world with so many voices. Yet, even as this feels like a lot to face, I know that everything I do for my brand helps me build my influence. As I write this article, and all the ones prior, I am working to build my authority and influence. I started small, but have grown, and you can too. What one thing can you do today to help increase your influence and authority today?
Action Steps
- Write down what you can be seen as an authority figure in.
- Find 2-3 people who are authority figures or digital influencers in similar fields.
- Write down the first thing you need to do to get started building your influence. Maybe that is as basic as deciding on your brand. Or, perhaps you need to develop a longer strategic plan. Whatever it is, write it down!