In 2023, web users aren’t just looking for quality products and services anymore. The bar is set higher than ever. In addition to quality, consumers are looking for industry expertise. They want to buy from experienced businesses that have a wealth of knowledge.
If your brand doesn’t appear trustworthy and knowledgeable, web users will head towards the nearest exit. Building industry expertise isn’t a walk in the park; it takes time. However, once you become established in your industry, you’ll enjoy better sales, a stronger brand identity, and consistent growth.
In this article, we’ll offer a closer look at five ways to present your brand as an industry expert to your audience. Let’s begin.
1. Write Authoritative Content
If you want to present yourself as an expert, write authoritative content that provides value to your audience. Your content should be well-researched. Cover new ground instead of simply rehashing content that already exists on the web.
Perform your own qualitative or quantitative research to generate fresh insights and bring something new to the table. Even if you can’t generate new data, explore new angles and perspectives that haven’t been traversed before.
Your tone should be assertive, not hesitant. Write with confidence, clarity, and command. When you provide value to readers in an authoritative tone, your content will be taken seriously.
Of course, your content should also be accurate, relevant, engaging, and value-added. Speak with industry experts or, better yet, hire professional content writers who specialise in your industry. This is an excellent way to generate masterful content that hits the nail on the head.
2. Provide Valuable Insight to Your Audience on Social Media
If you want to get seen by your target audience online, maintain an active social media presence. In 2023, consumers share a lot of their concerns, questions, queries, and comments on social media.
As a brand, you shoulder the responsibility of proactively responding to your audience. Instead of leaving short, curt comments, provide valuable insight. This is a great way to show your audience that you’re willing to go the extra mile.
For instance, if a web user inquires about a product, don’t just share the product link. Instead, thank them for showing interest in your brand, highlight the product’s most prominent features, tell them how it can benefit them, and end with a product link they can explore themselves.
Your responses should provide rich insights and expertise. Since it’s social media, you cannot be too formal. Master the art of providing expertise without sounding robotic. Once you get this balance right, you’ll turn a lot of attention towards your brand.
We also recommend creating industry-relevant posts on social media. Let’s say you provide legal support to clients in Canberra. If there are new laws and penalty updates, create comprehensive social media posts to update your clients.
Your expertise will help them feel more comfortable and confident working with you. You’ll position yourself as a brand that’s well-informed, aware, and up to speed with the latest industry updates and developments.
Recommended Read: Instagram Marketing Strategies for 2023
3. Avoid Hard Selling Your Products/Services or Expertise
Industry experts who provide exceptional value to their clients don’t have to rely on gimmicks. If you try to hard sell your products/services or expertise, your credibility will go out the window.
Launch tasteful marketing and advertising campaigns, not cheesy strategies that put a bitter taste in your audience’s mouth. This little switch will go a long way in helping you enjoy consistently good sales.
In 2023, the top brands don’t resort to salesy tactics; they maintain an air of professionalism and let their products/services, content, and insightful commentary do all the talking. Use a similar approach to improve your reputation.
4. Launch Press Releases
A press release is an official written or recorded statement released by a business, organisation, corporation, or any other entity. It announces a newsworthy story about a brand, e.g., a product release, a new award, a milestone accomplished, a 10-year anniversary, and so on.
Press releases are an excellent opportunity to provide industry expertise on niche topics. While this will not be the purpose of the press release, you can weave insight into the content to give your audience, industry leaders, and potential business partners a glimpse of your proficiency, knowledge, and mastery.
Press releases are formal and professional in nature. Avoid using casual language; your tone should be polished and refined.
5. Maintain Consistency
It takes several years for brands to prove their expertise to consumers. If you try a handful of strategies for a few weeks or months only to abandon them, you’ll get back to square one.
Maintain consistency through and through. Once you implement a practice, sustain it in the long run. This is a green flag for consumers. When a brand consistently offers high-quality products/services, good customer service, brilliant content, and power-packed social media pages, it stands out for all the right reasons.
Your expertise will not go unnoticed; people will pick up on it and start giving your brand precedence over your competitors. Stay at it, and the results will speak for themselves.
About the Author
The author, Ben Fullarton, is an SEO expert with a passion for helping brands generate more traffic and maximise leads with the power of digital marketing. His brand, TocToc, provides professional digital marketing services to clients across Canberra and Sydney.
TocToc creates individualised plans for each client based on their unique audience, industry, location, and goals. This helps them achieve spectacular results.
The company provides digital marketing, SEO, content marketing, social media marketing, app development, web design and development, and email marketing services.
