In the digital age, information is an extremely valuable asset, especially when you need to build authority.
According to a 2020 HootSuite study, 52% of the world’s population accesses the internet via smartphones.
In other words, information is at people’s fingertips. It’s easier than ever for people to search for, consume, and absorb information.
We all search the internet for answers to the most random questions. This results in an abundance of content to fit everyone’s tastes.
And that’s the situation that you, as a content creator with a strategy to capture customers, find yourself in. You’ll need to create more and more relevant content to keep your customers and potential customers engaged and build loyalty.
One of the best ways of keeping an audience loyal is by strengthening your authority in your field.
Think of ‘build authority‘ as a teacher you admire, or an expert who inspires you. Or a friend that recommends a restaurant and you take their word for it.
That’s the kind of authority you need to build with your audience. You need to be someone they can trust.
There are several ways to build authority and of strengthening it, and using data is one of the most impactful.
Presenting information with reliable data and sources lets your audience know that what you’re presenting is trustworthy.
So let’s get into it!
When we present information, it’s 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.
Backing up your content with trustworthy data lets your audience know you’re an authority on the subject. It lets them know that you did your research, and that what you’re presenting is based on something solid.
Data doesn’t need to be quantitative, percentages, and statistics. Data 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 to build authority. Let’s suppose that a customer is amazed with your product and gives you wonderful feedback. This feedback is quite beneficial, and adding it to your communication strategy will strengthen your authority.
While planning your content, make sure to include in-depth studies about a given topic. Always respect your buyer persona and which level of the funnel that content is destined for.
Keep in mind that data validated by regulatory agencies, research centers, and renowned institutions are very valuable. However, the data you generate can create stronger ties between your product and your persona’s reality.
So, conduct surveys with your leads and/or customer base to collect your own data that you can use.
VIDEO: How to create a buyer persona for your business | Hotmart Tips
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 for structured surveys designed for a certain purpose.
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 analyses. Consider asking questions related to gender, age, area of activity, and all types of information that are valuable to your audience.
It’ll also be necessary to analyze the data in such a way as to contextualize the results.
In addition to fostering trust with your audience, data can be your best friend when it comes to decision-making.
Also, remember that relying on data is as important for you as it is for your audience.
Use your surveys to create content that is more assertive, and refine your product according to your audience’s needs.
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 count on Hotmart Analytics, which provides information about your business and your digital product sales.
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 cite your external research and identify all sources of information, along with the date of the research.
Always use recent research, population data from 2017 is completely outdated when compared to data from 2022. However, this will depend on your niche and the type of information you want to disclose.
View this post on Instagram
Finally, the most important point about building authority and strengthening it 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’ll need a theoretical basis for your strategy, mixed with research and data.