Building Brand Awareness By Establishing Yourself As An Authority
By: Kimberly Grant
Getting your name and brand in front of the right people at the right time can be tricky. There’s a lot of noise in the digital atmosphere. There’s also a lot of other brands striving for attention. But don’t let that deter you. There’s still hope.
Art of Persuasion
In the science of persuasion, authority is one of the top six ways to persuade a potential consumer to buy your product. Authority, in terms of persuasion, is about consumers being more likely to pay attention to someone in a position of authority. Think: a professional sports player tells you to drink Gatorade when training for a marathon.
Another way authority is used in marketing is to establish a brand. Some may call it reasons to believe (RTBs). Authority gives your target audience a reason to believe that they should buy into your brand.
Authorizing Benefits
Naturally, there are benefits to establishing yourself as an authority to make prospects aware of your brand. Essentially, authority is taking what you know best and sharing it with other people. Some benefits are:
- Engage prospects in a pull method of marketing
- Makes you a first consideration when leads are in-market for your type of product or service
- You can make the lives of your potential customers better by offering advice
Consider the K. A. Grant blog you’re currently reading. You could say that most of my blog posts are about building awareness through authority. Most of my posts are about giving information and advice on marketing as it pertains to the entertainment industry. Because of my previous experience as an entertainment reporter, I can consider myself an authority.
It’s never a good blog post, unless there’s a viable example. You’re in luck. I have a ready example of using authority to establish brand awareness. I had the idea of a social media campaign that is SMART (specific, measurable, attainable, relatable, and timely).
S.M.A.R.T. Authority
In the first 12 days of December 2021, I have decided to start a campaign in which I will be giving writing advice. You can follow me on Twitter or Instagram to get my #12DaysofAuthorTips writing advice directly to your social feed.
The goal of this social media campaign is to generate more brand awareness of K. A. Grant and to drive traffic toward my Amazon author page. This social media campaign can be measured by the various insights provided by the social platforms I will use.
This goal is also attainable, because my future readers will get tips about their writing while getting insight into my brand. The campaign is relatable because many book lovers wish to be book writers. Lastly, the campaign will be timely, because it’s set to publish during the holidays. During the holiday season, people are taking time off from work and analyzing their accomplishments for the year.
December Authority
Many people have faced December with the realization that another year is about to go by and they haven’t written their first book. Now would be a good time to encourage future writers to use their off-time for the holidays to start brainstorming their books. Meanwhile, the encouragement would allow K. A. Grant to be foremost in the minds of my future readers. Hopefully, readers will be so excited about my advice that they will want to buy one of my books.
Now, there are multiple ways to establish authority to get your brand in front of potential customers. My advice is to pick one SMART goal, implement it, measure it, then track your progress. After your successful campaign, it’s time to work on the next successful authority campaign. And if you’re wondering if you should take my advice, just take a look at my Amazon author page. It more than establishes that I am an authority on being a writer; and authority is one of the best forms of persuasion.
If you’re looking for more persuasive posts, you can see my last post here.
You can follow K. A. Grant on Instagram, Twitter, & Facebook:
@RealKAGrant
