In their endeavor to generate sales, many companies focus their efforts on creating lead capture campaigns and forget one aspect as important or more for their business: the image they project to their customers . They don't realize that in order for your target audience to decide to buy your products and services, they must trust your company. And that, for that to happen, they must have brand authority.
What does this mean? That they must become a benchmark in the sector . A company that knows the field to which it belongs and that, thanks to its image and reputation, transmits security and trust to its customers.
But, we are not going to lie to you. Having a high brand authority is not achieved overnight. It requires time and measures focused on increasing the visibility and reputation of your company. We tell you which ones.
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The power of Inbound Marketing
Although there is no magic formula for all companies, there is a methodology capable of improving the brand authority of any company: Inbound Marketing. As we explained in our article Make your customers fall in love with Inbound Marketing , it is a set of strategies that seeks to incentivize sales based on deep knowledge of the client and their accompaniment in the different stages of purchase.
To achieve this, we must:
1. Study our buyer persona
The best way to increase our brand authority and therefore our sales is to know our target audience. Only then will we know what topics interest you, what your purchase motivations are and how to earn your trust. Doing so will also help launch new products and services and evolve as a company.
2. Create quality content
Brands, like people, improve their reputation through their image, but also through their actions. Those companies that offer varied, quality content focused on their target customer are perceived as references and earn the respect and trust of their followers.Saiful Islam
To have a strong brand authority, we must know our target audience
3. Take advantage of social networks
LinkedIN, Facebook, Twitter or Instagram are not only excellent platforms to show our products and services, but also to meet our potential client and interact with him. By doing so, we will give voice to our brand, solve the queries of our followers and improve the perception they have of our products and services.Saiful Islam
4. Use email marketing
Social networks are a good platform to interact with our clients, but they do not offer us the possibility of personalizing our message. Email does. Through personalized campaigns, we can respond to the real needs of each client and offer them products and services adapted to their profile. An action that, in addition to increasing our sales possibilities, will improve our brand authority. We cannot forget that one of the actions that most damages the reputation of a company is intrusion. The mass sending of emails is perceived as a nuisance.
Using email marketing to improve your brand authority
5. Convert our clients into brand ambassadors
A satisfied customer is the best advertisement for our company. What if we share your experience? Doing so will add value to our products and services and security to potential customers.
Benefits of a strong brand authority
Once these measures are applied, the brand authority begins to improve and, with it, the results. Thanks to a good online and offline reputation, we achieve:
1. Increase our positioning and visibility
As we have mentioned, one of the most effective tools to improve our brand authority and our visibility is to generate quality content. By offering articles, papers or videos of interest to our clients, we will be able to position ourselves as a reference company in our sector and in Google.
2. Improve our engagement
Companies with high brand authority not only enjoy a good reputation, but also the trust of their target audience. Something essential if we want our business to last in time and in the retina of our clients.
Companies with brand authority enjoy the trust of their customers
3. Increase our sales
One of the many benefits of having strong brand authority is that it converts leads into sales. And, if our visibility and confidence as a company increases, so does the interest of the target audience and their willingness to buy.
4. Win prescribers
Brand authority does not end when our buyer persona buys. It is built day by day. Thanks to this work, we get our clients to endorse us with their comments and become brand ambassadors.
