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How to build authority: how data can be your greatest ally

Are you using the right triggers to build your brand's authority? Learn how data is key to your long-term strategy!

How to build authority: A man in a suit is smiling while holding several charts

In the digital age, information is our main asset.

Did you know that according to a HootSuite study, 52% of the world’s population use the internet via smartphones?

In other words, information is at people’s fingertips and they will increasingly search for it, consume it and absorb it.

With this easy access, we all search the internet for answers to the most diverse questions. The result of this is the avalanche of content for everyone.

And it is within this context that you, who already have content and a strategy to capture customers, are inserted. And you will increasingly need to build your customer and potential customers’ loyalty with relevant content in order to keep them close.

The best way of keeping an audience loyal is to build authority in the subject you master.

Think of authority as that one teacher you admire, or the expert who inspires you. You have probably thought of people who recommend a restaurant or store, and you take their word for it.

It is this type of inspiration that you need to create for your audience. 

There are several ways of strengthening your authority, and using data is one of the ways that create the most impact.

By presenting information, you credit reliability to what is being said. Earlier in the text, we talked about global percentages of internet use on mobile devices and this certainly caught your attention to delve deeper with us.

Well, the idea is to take you much further into this subject. We have already shown you the benefits of practice. Stay with us! 

The context of the data to build authority

Data is the minimum unit of information, which out of context has no weight and meaning.

One example is the following: 50 blue VW beetles. If we contextualize it in “50 restored blue VW beetles in the city of Atlanta”, we have useful information.

However, the most important point about this duo resides in the strength in which contextualization can be used. When we expose information, it is usually based on a study, survey, research, measurement, validation and/or analysis of facts. In other words, there’s a foundation of trust that validates what is being said.

Basing your data strategy means strengthening the image that your content is valuable and will be useful to those reading it. And data doesn’t only need to be quantitative, percentages and statistics; they can also be measured qualitatively through market surveys and/or released to your own customers as opinions, impressions, and points of view.

Social proof is a great piece of information to be used. Let’s suppose that a customer is amazed by your product and gave you wonderful feedback, this piece of information is quite beneficial so you can add it to your communication and it will strengthen the image that what you add has value.

What data should you use?

Now that we are aligned as to the importance of data, we need to understand which data to use in order to build customer loyalty and align the content strategy.
While creating your editorial calendar, insert guidelines containing a more in-depth study about a given topic, always respecting your persona and to which depth of the funnel that particular content is intended for.

You will need to keep in mind that data validated by regulatory agencies, research centers, and renowned institutions are of great value. However, the data you generate can guarantee the proximity of your product and your persona’s reality.

Therefore, conduct surveys with your lead and/or customer base in order to have tangible data.

How to use surveys to collect data

The best way to acquire information, conduct a study or search for something related to your audience, is to use your lead and customer base in structured surveys designed for a certain purpose.

The data must be gathered and put into tables to generate charts, percentages, and rates for the possible study. 

You can publicize your survey through automated email marketing blast tools, posts on social media and your contact network.

It’s important that you collect the data that are crucial to the necessary analysis. Consider asking the gender, age, area of activity and all types of information that add value to those who follow you.

It will also be necessary to analyze the data in such a way as to contextualize the results. Certain numbers may carry points of attention if they aren’t validated in the correct context.

Boost decision making

In addition to generating a relationship of trust that will help you build authority with your persona, data can also be your ally for your decision-making process.

Also, remember that relying on data is as important to you as it is for your audience.

Use your surveys to create content that is more assertive, and even to refine your product according to your audience. Being an authority isn’t only about generating recurrence among your customers, but also about creating more proximity to the materials you produce.

Use tools!

Several tools already provide interesting data that you can rely on, such as Facebook, YouTube and Google Analytics. If you use Hotmart, you can also rely on the Hotmart Analytics, which provides a lot of nformation about your business and your info-product sales, generating insights to redirect your strategy. 

Presenting data

How you communicate your data and results will affect the process of delighting your audience. In your content funnel, you can have several types of means of reaching your persona, which can be through videos, e-books, blog posts, podcasts, and infographics. Your job will be to define if you will present an image, chart, animation or text itself. 

Don’t forget to reference your external research and identify the source of information, along with the date of the research.

This is an important point!

Pay attention and always use recent research, population data from 2015 is completely outdated when compared to data from 2019. However, this will depend on your niche and the type of information you wish to disclose.

Without credibility, there is no way to build authority!

Finally, the most important point about strengthening your authority lies in the credibility you convey to those who follow you on your networks. This credibility isn’t built based only on your personal experience. You will need a theoretical basis in your strategy, mixed with research and data.

From now on, don’t neglect important data. They can be your greatest allies in your trajectory to increase your number of leads, customers and to generate a lot of recurrences.