6 ways to boost your brand authority
Are you a drop-shipper that hopes to make a name for yourself on the eCommerce landscape? It’s already saturated with numerous other businesses that may even be selling the same products as you, so the nature of drop-shipping means that you are extra reliant on marketing compared to other kinds of retailers. You can offer the lowest prices you can, but the reason consumers decide to do business with you instead of someone else is due to branding.
You probably already have your brand message, visuals, and tone of voice all mapped out. One of the best things you can do for your brand, however, is to establish its authority. When people see that you are not just a retailer, but an expert in your field, they are more likely to trust your products and customer service. You know that you need to provide them with value, so it pays to offer both amusement and information when it comes to outreach. You become a resource for people this way, not just a seller. Here are a few ways to boost your brand authority and establish yourself as a thought leader in your field:
1) Produce informative content
One of the primary ways you will communicate information to people is through social media and other kinds of content. It might be through info-graphics on Instagram, interviews with experts on Facebook, or hosting a blog where you talk about your industry as a whole. Provide your customers and followers with insight into your field with behind-the-scenes looks and answer questions that they didn’t even know they had. This way, people who visit your website will see that not only do you sell products, you know what you are talking about (and can maybe answer other questions they have).
2) Write a newsletter
Something else that can build your brand authority is newsletters. Not only is this a way to educate subscribers about what is happening with your business and industry, but it also demonstrates to people that you are keeping an eye on your competitors and are on top of industry trends. If you don’t know what to include in your newsletter, some ideas include talking about your products, customer experiences, and aggregating content from other corners of the internet.
3) Showcase testimonials
Brands can say whatever they want about themselves and people will be unlikely to believe them. Of course, you have your own interests in mind, so consumers are far more likely to believe what their peers say. Show off some testimonials on your website: what are people saying about you? How have you met or exceeded their expectations? Even if you get a negative review now and then, how you handle it says a lot about you. Potential customers will notice if your testimonial section looks too curated, so embrace your negative reviews and address them as quickly as possible.
4) Host a podcast
Another way to educate your customers is through hosting a podcast. Podcasting has taken off within the past few years—it’s an interesting blend between TV and radio. According to Oberlo:
“For business owners, podcasts can be an excellent way to develop an intimate connection with listeners and potential customers. They’re hearing you speak, one on one, which helps to humanize your relationship in a way that your written content can’t. Plus, offering different ways for your audience to engage with your content and your brand is never a bad thing.”
It will take a lot of work and a personable spirit, but a podcast can be fun for both you and your customers. Why not start with some research about what is needed for a podcast?
5) Ally yourself with influencers
You’ve doubtlessly considered or tried influencer marketing to tap into their audiences, but influencers are also effective for building your brand’s authority. You shouldn’t partner with just anyone who happens to have a large following, but conducting an interview or Instagram takeover with a reputable individual (especially in your field) suggests to people that if you are worth this person’s attention, you are definitely more than an eCommerce scam.
6) Offer a seamless customer experience
You should do this anyway, but consumers will take you more seriously if your customer service experience is seamless. Make sure that your website is aesthetically pleasing and simple to navigate, and ensure that the checkout process is short and sweet. Answer questions as quickly as possible and be available through multiple methods of communication (such as phone, email, and social media direct messages).
It’s not enough for your brand to look pretty and have low prices—you need to have some credibility. How will you build your brand’s authority?