There is no denying that digital marketing is evolving, and so are the tactics used in marketing and sales. One trend that has emerged is the use of personal branding and reputation management to gain authority and trust within the marketplace. In today’s digital world, people are more likely to engage with brands they know, trust, and like.
Personal branding and reputation management are all about creating an online identity that is approachable, trustworthy, and likable. When you establish your personal brand and grow your reputation, you create the perfect marketing platform that is easy to reach and connect with customers.
1. Grow Your Audience Through Association.
If you’re new to marketing, it’s easy to fall into the trap of focusing on how to get people to physically come to you. While getting physical visibility is important, focusing on growing your reach can prove to be more fruitful in the long term. If you want to be seen as an authoritative figure in your industry, the easiest way to do so is by associating with other industry experts. Through editorial boards, blogger groups, or social media platforms like LinkedIn, you can establish yourself as a thought leader in your industry. When others learn of your association with reputable individuals in your industry, your reputation can spread far and wide. In turn, this can lead to more business and a greater impact.
2. Use Multiple Channels To Reach Audiences.
With the rise of digital marketing, it’s essential that marketers learn to utilize multiple channels and platforms to reach their audiences. Even if you possess a sizable audience and fan base on your Facebook page, they might not all show up on your blog or in your tweets. To gain the most benefit from your marketing efforts, it’s important to utilize a variety of platforms and channels to connect with your customers. If you want to maximize your reach, you can start by brainstorming a variety of ways that you can reach your audience. Once you’ve got that down, you can create a landing page or blog post to flesh out your plan. A solid strategy is to use multiple platforms and channels to reach your audience. With so much competition, it’s essential that you find the right place for your product or service. That way, you can ensure that you connect with the right audience and make the most out of your marketing efforts. For instance, if you run a construction company, LinkedIn might be the best place to establish yourself as an industry thought leader. Your status updates, groups, and network connections on LinkedIn can help you to establish yourself as a reliable source of industry information. Similarly, if you’re a fashion designer, you can use platforms like Pinterest to grow your audience and gain more online recognition.
3. Tell A Story Through Art.
The best way to engage your audience and encourage them to learn more about you is through storytelling. Art can be a powerful tool in your marketing toolkit. From infographics to web banners, think of all the engaging content you can create that will tell a story and appeal to your audience. When someone clicks on a graphic or banner, they expect to see something that will educate or entertain them. It’s often said that a picture is worth a thousand words, and this couldn’t be more true when it comes to online marketing. If you want people to pay attention to your content and learn more about your brand or product, create infographics, case studies, or videos to accompany your blog posts. If possible, find a way to tell a story through art and use it as part of your marketing plan.
4. Build Trust Through Authentic And Ethical Media Consumption.
With so much content flying around on social media platforms like Twitter and Facebook, it’s easy for a potential customer to become overwhelmed and confused as to what to believe. It’s important for marketers to remember that each time a customer engages with your content, whether it’s on Twitter or Facebook, it’s a chance to build trust and an authentic connection with them.
As a marketer, one of your primary goals should be to establish authentic and trustworthy connections with your audience. If you want to gain more trust and grow your business, always strive to be genuine and honest in your interactions with customers. Avoid anything that may appear to be excessively promotional or that is less than genuine. People can sniff out a phony a mile away, and it will damage your reputation in the process.
For example, let’s say your company develops and manufactures high-quality office equipment. You’ve established an office equipment website, and you’ve got a product review blog that you maintain and contribute to. You’ve also got LinkedIn and Facebook accounts that you use to connect with industry professionals. You’ve made a few genuine connections on LinkedIn, and you’ve found a way to contribute regularly to the Facebook groups for your industry. Now, imagine that one of your LinkedIn connections, Mike, is the head of marketing for a company that sells office equipment and happens to be a fan of your blog. One day, Mike decides to have a look at your blog and comes across a review of one of their products. In the review, you mention that their products were top-notch and that you’ve been using them for a while. In the course of your discussion of the product, you make a statement that may or may not be true: “And by the way, guys, since you’re from New York City, be sure to check out the brand new Boss Office equipment in Midtown Manhattan.”
Mike is going to check out your blog post since he’s a fan of your work. But since he’s also on the products’ payroll, he feels the need to play it safe and protect his company’s brand. So he reaches out to one of his New York City contacts, Sara, and asks her to look into your claims regarding their products. In turn, Sara reaches out to you and asks you for some proof. You say you’ve been using their products for a while and that they’re excellent, so Sara puts in an order for some equipment to be delivered to her office. Unfortunately, the equipment is defective, and it turns out that your statement about the company was completely fabricated. What happens next?
Well, to begin with, you’re certainly not going to get anything published on LinkedIn or Facebook about your lie. People will see right through it, and it’ll damage your reputation as a marketer. So, in the short term, you may lose some business as a direct result of your misrepresentation. But more importantly, what is the longer-term effect of your decision to lie to establish authenticity?
You’ve just lied to a customer, an employee of a company you’re trying to do business with, and now an honest person you’ve never met knows that you’re not being honest with them. Furthermore, this individual probably doesn’t trust you and is more likely to do business with someone they do trust. In the grand scheme of things, you’ve just destroyed a tiny bit of your audience’s trust, and it won’t be easily repaired. In the long term, your desire to appear authoritative led you to lie to a stranger, which is never a good idea. At some point down the line, you’re going to have to tell the truth, and it won’t be pretty.
5. Measure The Results Of Your Tactics.
Finally, don’t forget about the basics and measure the results of your marketing efforts. Without clear measures of success, it’s difficult to know how much impact your marketing has had. When it comes to digital marketing, it’s easy to get lost in technological wizardry and forget about the fundamentals. Measure the results of your strategics, analyze the data, and adjust your approach as needed. Compiling analysis of your social media campaigns and website traffic can help you to pinpoint areas for improvement and identify areas that are working. Analytics platforms like Google Analytics can help you to measure the results of your efforts in terms of website traffic, social media engagement, and conversions. With the right tools, you can measure the effectiveness of every tactic and adjust your approach as needed. To start, set up a landing page for your blog, create a social media strategy, and begin measuring the results of your efforts. With just a little measuring and analyzing, you can begin to find your niche and stand out among your competitors.