I’m really sorry to say that you’re not entitled to carry authority, even if you’re an expert and you know what you’re talking about. It happens when people see you consistently delivering something in your content on social media that is relevant and valuable to them or their business.
So, how can you build authority and why would you want to?
Let’s start with three ways you can build your authority in LinkedIn
Build a presence through a group
Be a leader or founder of a group and shout about it. If you do, then you’re likely to stand out from the crowd and be perceived as a go to person for the type of content you post into it.
Consistency in a group is ultra important. If you think about it, you choose whether to join a group based on 2 things.
First, how many members are there already? If there are only 2 members in the group its probably not going to be that active which is BORING!
Second, the posting frequency. If you only curate and post say once a month, the group isn’t going to feel that vibrant. What you’re aiming for if you start a LinkedIn group and put yourself out there as a “founder” or “leader” of the group is the idea that you really are an expert on the subject matter of the content you post in the group. If you don’t post any content, or do so infrequently, you’re going to be an authority of “not a lot”. That doesn’t reflect well on you.
If you don’t feel you can consistently post relevant and useful content in to a group, our advice is get someone else to post on your behalf or don’t do it all. Post to your feed instead. Some might even argue that posts to your feed are more effective than building a group and posting in to that.
Rome wasn’t built in a day!
You have to get yourself in front of customers and prospects on a daily basis to build your authority and be seen as an expert in your space. If you don’t, you’re invisible. You could be the biggest expert in your niche, but if you don’t demonstrate this to customers and prospects by showing up “somewhere”, no one is ever going to know.
Relentlessly showing up by posting in social media will result in new business when your prospect needs the service that you provide. You will be top of mind. They’ll feel as though they “know” you, because you’re always there.
If you choose to post daily – make sure you do it daily. If weekly, do it at the same time every week. With improved consistency and frequency, you will start to generate more leads.
Have a content strategy or die
LinkedIn used to be just a place for CV’s. No longer. If you’re looking for B2B clients and you don’t have an original content strategy for LinkedIn, you’re not going to show up in your prospects and clients’ feeds.
Most people look for instant ROI on their content or their LinkedIn ads. That just isn’t going to happen for you. You need to experiment. You need to try it out and see what works. Once you’ve discovered what really works for you, wash and repeat.
So what are you going to do?
How can you be consistent? Here are a few key pointers
- Create a content calender.
- Plan out your next 6-12 months of content in a manner that is relevant, seasonal, logically designed to achieve what you’re aiming for.
- Measure what works and what doesn’t work – once you know what works you can post more of that sort of content. This is a black art, not a science.
- If you can’t post at the same time every day yourself, use a tool like Hootsuite, Buffer etc. to help you post at times that are best for your audience.
- Create variety in your content. There’s narrative, there are images, there are quotations, there are videos. You can tell stories, you can curate other people’s content. Be warned though…
“… consumers, customers, and prospects don’t necessarily need more content. They need content that is meaningful, actionable, fun, amazing … anything but excessive and mediocre.”1
Chances are LinkedIn is an amazing place for you because it’s growing and, as a coach or professional, it maintains a position for you with decision makers who might buy your services.
Posting consistently will build up a targeted list of connections who are be interested in your posts.
Don’t take my word for it. This is what Zig Ziglar says about building trust that leads to new customers:
“If people like you, they’ll listen to you, but if they trust you, they’ll do business with you.”
Post content and you build followers.
Post content that is designed to build your authority and you’ll get new customers.
To do this, your content needs to talk to your target market (hint, you need to know and understand your target market and your ideal customer).
Your content MUST be designed to serve others and not yourself. Sam Ratling, another LinkedIn expert, always talks about “the power of giving” as a strategy to grow your audience. Zig Ziglar again:-
“When you help enough other people get what they want, you’ll get everything that you want in return.”
The message is, provide value and something useful and they’ll become a fan or customer.
And once you’ve decided to post this sort of content you have to keep going – because if you don’t, all that work and effort will be for nought.
Public Domain from pixabay