Build Brand Authority

Posted Dec 10 '21; Updated Nov 7, '24

Standing out in today’s market isn't easy. Your potential customers have a wealth of information at their fingertips and no shortage of options from which to choose. So how do you rise above the competition and establish brand authority? Just like your customers, you need to keep your finger on the pulse of trending and emerging technology and use new platforms to your advantage. By meeting your audience on their terms and providing exactly what they’re looking for, you’ll earn trust, encourage loyalty, and become a credible brand. Get in touch with us today to discuss your brand awareness strategy.

It Starts with Content

Whether you’re creating a one-page landing page for your website or publishing a series of service-related blog posts, the content you produce needs to be consistent with your brand image, optimized for search engine results, and be relevant to your reader. Remember, the focus of your content marketing efforts should be to provide valuable content that will attract—and maintain—the attention of your target audience.

Social Media Matters

If content is the message, social media is the messenger. Social media channels such as Facebook, Instagram, Google Business Profile, and X give you a readily accessible way to reach your target audience at home, at work, or on the daily commute. In a 2021 study, 30 % of brands reported that establishing a strong social media presence led to a boost in customer loyalty. That number has since more than doubled to 72%!

Get Visual

Humans are very visual creatures. Another crucial step in building brand authority is having stringent guidelines for visuals across social media and for your marketing graphics. This means sticking to a set colour palette that represents your brand as well as a certain logo or even a font. You want a continuous visual element that you can use across all properties that people will see and go “ah! That’s (insert your brand name here!)” That instant recognition goes a long way in in establishing the authority of your brand.

Target the Right Customers

Display advertising also works to your advantage when building brand awareness. You can target your customers by demographics and interests, physical location, or internet activity. These are a more targeted and cost-effective online alternative to traditional brand awareness activities like print, TV, and radio ads. Image ads follow your potential customers on apps they are already using like mobile browsers, Facebook, Instagram and over 300 more, so your company is top-of-mind when they are ready to make a buying decision related to the products or services you offer. Make sure your ads feature eye-catching graphics like we mentioned in the previous section and watch your brand authority grow.

Protect Your Rep

Unhappy customers have unprecedented public platforms on which to air their grievances. A significant portion of social media users expect prompt responses from businesses. Specifically, 40% of consumers anticipate a reply within the first hour of reaching out on social media, and 79% expect a response within 24 hours. This highlights the importance for businesses to prioritize timely engagement on platforms like Facebook and X  to meet customer expectations and maintain satisfaction. f you’re not there to address their concerns and control the conversation, things can go downhill in a hurry. But it doesn’t end with social media, there are review sites, blogs, public forums, and more that need your attention. Set up alerts, monitor the review sites, and keep your ear to the ground so you can address issues as soon as they come up.

Make It Personal

One of the best ways to build brand authority and customer loyalty is to show your customers that you’re paying attention. Use the information you gather to personalize your marketing efforts and show customers you care. Engaging loyal customers shows you notice and appreciate their support. Tailor marketing emails to each customer on your mailing list with their name and the reason they are receiving an email. Small details can go a long way toward building brand advocates, credibility, and brand authority.

Partner with Us!

One of the best things you can do to build your brand authority is to partner with an agency, like us. We have the knowledge and expertise to construct and implement a brand awareness strategy that will help your potential customers find and recognize your business. Call us today for a free consultation on your overall digital marketing plan.

Lynne Motkoski, Marketing Strategist

Specialty: Online Marketing Strategies
Education: MA Communications & Technology, BComm [U Alberta]
Author: The Online Marketing Handbook for Busy Entrepreneurs (coming soon)

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Lynne is known for her strategic approach to marketing communications, technologies, and lead generation. She has a passion for education, keeping up with current marketing trends and practices, and helping clients keep ahead of their competition.

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