Marketing your business is one of the most important aspects of running a successful enterprise. Without an effective marketing strategy, you won’t bring in the customers, and you won’t reach your sales targets. There are many aspects to being successful in marketing, and getting each one right will contribute to the overall effectiveness of your campaigns. One of these aspects is creating the right image for your business; one that will attract the kind of people who are likely to need your product or service, and want to be reassured that your company has the abilities to fulfil those needs.
Authority
The importance of authority varies according to the industry you’re in. For instance, YMYL businesses need to have the highest levels of authority if they want to gain the trust of people who are potentially putting their health and wealth in your hands. For this reason, it’s important to publicize the credentials of the people involved in your business to demonstrate you have the required level of authority. This is especially important as a new business, as you’ll have no track record, presence, or customer feedback to rely on, yet you’ll be competing with other established businesses that do have those advantages. You’ll also find that search engines increasingly look for evidence of authority when ranking results lists, so the more and better evidence there is, the more you will improve your SEO. Accuracy and presentation are also important in creating the right impression. Poor grammar, typos, websites that don’t function very well or are hard to use, the over-use of gimmicks or advertising, and not having valuable, accurate information in articles and posts will all have a negative effect on your image too.
Creating the right impression
For most businesses, professionalism is key. The higher the quality of your marketing materials, the better an impression you will make. Take your website for instance. If you have any kind of business that deals with technology, you should be demonstrating that you are knowledgeable about the industry and that your business uses the most efficient, up-to-date systems if you want to create a good impression. For example, if you design PCBs, then customers are likely to be more impressed to know you are using state-of-the-art design software from Altium rather than an old or outdated method. If you haven’t added information about the qualifications and experience of the staff involved in a service industry, you don’t stand much chance of engaging people who want to be assured of your expertise. Likewise, if your business sells a particular product such as cheese for example, then the awards you’ve won, and the experience of the cheesemakers who work for you will add authority and trust to your offering.
Authority and presentation are important, but won’t be enough on their own to bring in business. Remember that the way to draw customers in is to answer a need they have, and authority and presentation are part of showing them why your offer is superior to anyone else’s.