Building Your Online Authority Part 2 of 5
Last week’s blog post shared with you the first thing you need to do in order to build your online presence: focus on your social presence. (If you haven’t read it yet, or need to refresh click HERE).
Having a strong social presence across a variety of platforms certainly helps validate yourself online. Once you have your name, images and content produced, you’ll start to appear in Google searches when someone searches your name.
But this alone is not enough. You need to strengthen your online profile and the key way to do that is EXTERNAL VALIDATION.
Think about it like this.
Say you own a hotel. Your website and social media pages say you’re the best in the West Midlands, with newly refurbished rooms and a stunning breakfast cooked by your top class chef.
But that’s about it. Nobody comments. Nobody refers to you. In fact, someone has commented in the visitor posts section: “Found my hotel stay rubbish. The sheets weren’t clean and forget the breakfast, it’s just a bowl of stale cereal”.
Which are you going to believe? The owner or the reviewer?
Online we put so much emphasis on other people’s opinion, so the best way to get yourself out there is to get that external validation. Build up your profile by sharing content that people find useful and engaging.
If other people are referring people to your services, commenting on what you’re doing and seeking your opinion, then there’s nothing stronger than that.
When you create content on a specific topic and share it on social media, people will start to refer to you, quote what you’re doing, share what you’re doing and ask for your opinion. The beauty of this is that the more this happens, the press WILL find you and ask you for interviews.
You cannot beat other industry leaders, the media or other experts referring to you. It’s priceless and has won us lots of business over the years.
So for this week, focus on strengthening your social profile. Reach out to your audience and give your opinion on topical issues in your industry. Next week, I’ll be sharing the single biggest content validation you can have, so stay tuned.