When your local and overseas target customers perceive you as an international expert or authority brand in your area of specialty, you become the “go-to” person for them – a lucrative and established brand for you and your business.
The process of getting you recognized as an expert is often referred to as authority marketing or expert marketing. The use of authority marketing to grow your brand and increase the reach of your market share can be benefiting in a number of ways:
1. Your Customers Will Look For You
Your customers will come looking for you once you are seen an authority in your field. An example is Suze Orman who is considered an expert in the area of finance with seemingly without the need to compete with others. She simply offers her expert advice and for that, customers flock to her; they go to her shows, purchase her books as well as visit her website.
2. Your Customers Do Not Question What You Say
Take for example, gynaecologists / obstetricians. They are specialists on pregnancy and how female reproductive systems work. Based on their expert opinion, if they say that a pregnant female patient needs special nutritional intake, no one questions that recommendation. In the same line of thought, the moment your customers perceive you as being an expert, they will no longer question what you say.
3. You Become a Dominant Player In Your Marketplace
Because you have become a respected person within your area of influence, others will naturally admire you with many adopting your ideas and practices. This makes it possible for you to have an influencing voice among your peers, even to the extent of making changes within your industry.
4. You Can Charge More for Your Services
Because of the fact that you are a “go-to” expert in your area of specialty, people will willingly pay you more for your services. Your authority brand status gives you an edge and makes your products and services a preferred choice. Think about it – wouldn’t you rather buy a book on finance written by a well known person like Suze Orman than paying for an accounting book by some unknown author? You definitely would. The same applies when you are an expert in your field; people will pay a higher fee for your products and services.
5. You Will Gain Recognition as An Authority Figure
The moment people see you are an expert in your field; you receive the much deserved attention and recognition. This can take the form of being asked be a guest on the television or even radio shows. Another expert could ask you to be on their own talk show to share your knowledge with their listeners. You will become a recognized person once you attain the status of an expert. While it may be good to knowledgeable in many things, you’re generally not considered to be an expert if your knowledge is too broad.
There you go – some key benefits of being an authority brand, an expert in your field.
So, start to focus on and promote what you are good at. This will help you position yourself to attain the status of an international expert in your area of specialty and reap the benefits of what we discussed.