Authority marketing tactics are gaining mainstream appeal, and business leaders are talking about it. In the USA, micro and small businesses have realised that Claiming Their Authority in their markets has brought huge increases in attracting new clients and retaining existing customers.
Whatever the outcome of the current Brexit negotiations between the UK and the European Union the positioning and reputation of a business will be extremely important for winning new customers both at home and abroad. Potential customers and suppliers will be watching with great interest for opportunities to deal with businesses that are seen as being authorities, leaders and experts in their markets.
John Jantsch, author of best seller Duct Tape Marketing, said in an article for Entrepreneur Magazine, “Building personal brand authority is perhaps the most important element of marketing today for a brand, business, or individual trying to gain an edge. It doesn’t matter how big or little an audience you might command, it’s all about the right people believing in your point of view or way of doing business”.
A story on Fox News stated, “The simple truth is, if you aren’t deliberately, systematically, methodically, or rapidly and dramatically establishing yourself as a celebrity, at least to your clientele and target market, you’re asleep at the wheel, ignoring what is fuelling the entire economy around you, neglecting development of a measurably valuable asset”.
Daniel Newman, a contributor for Forbes Magazine wrote in a June article, “Influencers may be marketing’s next golden goose, as people no longer trust ads, but they do trust people. More accurately, they trust a voice of authority”.
David Birchall Authority and Positioning Consultant said, “The growth of the Digital Economy means that times are changing and to attract attention to a brand, a business owner must realise that they still have to promote their business, but due to the way markets and consumers are changing they must also get used to promoting themselves and their key personnel as a brand. Why, because people are moving away from the simple notion of liking a brand and are tuning more to liking people with whom they can more easily relate to and actually do business with.
The demand for authority marketing and positioning services is growing due to the recent media coverage, but UK businesses have a long way to go before they will catch up with their American competitors. The more the digital economy grows the more clients will want to deal with people they can trust and who know what they are doing. That’s why becoming a Recognised Authority, a Leader and Expert in what a business does is so important in this fast changing world”.
Birchall finished by saying: “Currently all you hear from the Leave the EU or the Remain in the EU camps are the downsides of the oppositions argument. The fact of the matter is that whatever the outcomes of Brexit are, UK businesses will still need customers and suppliers. Business owners will be able to attract them by making sure they Stand Out From the Crowd and demonstrate authority and expertise in their field of operations. I have a soft spot for small and medium businesses which are a vital part of the UK Plc’s economic engine. Leave or Remain, there will be huge opportunities for those who are prepared and Artemis Media UK will service that need.”
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