When a prospective customer needs to buy the products or services you sell, they might search online for some general keywords. And when presented with a choice between you and your competitors, most customers will unconsciously choose the business that is the most authoritative – the industry leader.
Here are 4 ways your business can become the authoritative industry leader almost overnight:
- Become a guest blogger at other sites
- Teach a course
- Become an industry spokesperson
- Write an industry report
Businesses run blogs to keep their readers informed. You can run your own blog (which is always a good idea) but you should incorporate an aggressive marketing campaign to blog at other related blogs as well. Find some blogs that your target market reads and submit a brief email proposal about a blog post idea you have for them. If they agree, deliver a great blog… and don’t forget to include a bio about you and a link back to your site!
Find out how you can teach other people about what you do. It might be in a community college classroom setting, it might be in a workshop at your next industry convention, it might be an online course that you offer through your website, or it might be a video series you offer for free on YouTube. (It sounds counter-intuitive because you’re teaching your competitors but remember: Industry leaders TEACH others). There’s another bonus, too: You get build stronger relationships with others in your industry and that always helps!
Position yourself as an industry spokesperson to the media. Submit industry-related press releases to the media, join HelpAReporterOut (HARO), and get in touch with local media outlets whenever a story impacts your industry.
Write a report that reveals information and tips about your industry that most customers don’t know but should. You can take a fairly neutral approach (you don’t have to blatantly promote your business) and that will give you even more credibility. Post the report on your site and on a site like Scribd.
By becoming an industry leader, great things happen: Your website will rank higher because search engines love sites that are authoritative; you’ll generate some great free advertising with lots of newsmedia that references you; prospective customers will choose you over your competitors; and you’ll build great relationships in your industry.