How To Build Brand Authority Online
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Woo! All right. Let me refresh this. Reload. We’re going to get started in just a couple minutes here. We’re going to be talking about building authority. Very, very fun topic of building authority, so just waiting for some folks to come on so there’s maybe a tiny little audience here, but that’s okay because one thing that we’re doing with these Facebook Lives, which I’ll probably talk about in future live sessions, is we are doing the syndication in a way that is systematic and it’s a process. It’s a great way of taking content that you already have and reusing it, repurposing it, and sharing it in multiple places so it just doesn’t go to “waste,” quote-unquote, in one place, okay?
All right. Welcome to everyone who is on here. Sweet, sweet, sweet. All right.
So, building authority. That’s what we’re going to talk about here, specifically three ways that you can do it. Now, there’s a lot of ways that you can actually build authority. Obviously, we can’t discuss every single way, but I’m going to be talking … Let’s adjust this a little bit here and just get somebody on here. Approve here. All right.
I’m going to be talking about the three … my three favorite ways of building authority, okay? Then I’m going to actually give you action steps, as always, so that you yourself can go out today and actually do things to help your business, to help your brand grow, and for you to be one of the go-to people in your niche that people find and get valuable information. That’s the whole idea and why you want to build your authority, right? Because if somebody has a question or a problem and they’re looking, help in a specific niche, you want to be the one that’s trusted. You want to be the one that’s found. You want to be the one that actually is there to help that person get through their problem, right? Then perhaps they follow you. Perhaps they buy something from you. Perhaps they become a fan. Perhaps they become a lifelong customer. That’s the whole purpose of doing this.
Essentially, this doesn’t happen overnight, building authority. It’s stuff that you do each and every day to build and build and build. If you look at it in like a 365 day span or a year, if you do something every single day to build your authority, then in one year you’re going to be … You’re going to go very, very far in that process.
The very first thing that I like to do, and I started this a while ago, is specifically if you … If somebody googles your name, if somebody googles your name and they look at the image results, what are they going to find? If you want to go over to open up a new tab and type in your name, not even so much in the Google search results, but the image results, what will they find in the image results? Are they going to find you? Are they going to find one or two pictures of you? Are they going to find pictures of other people, of random things that aren’t even associated with you? Are they going to find hundreds of pictures of you doing various things that deal with how you help people? That is the goal.
The goal is for people to find your … a ton, a ton of different images. These images mostly are coming from authority sites. Now, authority sites meaning Google, meaning YouTube, meaning Pinterest, meaning Amazon, meaning LinkedIn. All of these authority sites, when somebody does a search for either your search term or associated with your niche or your name, all of these results are going to come up in Google based on the results that are on these authority sites, right? That means that when you’re posting images, different images on these authority sites, you should do this strategically.
For instance, if I’m going to post a splash screen on YouTube, so that’s basically an image that shows up before my YouTube video. That’s called a splash screen. I’m going to name that image in such a way that corresponds with what people are searching for on Google. So, Debbie Drum, marketing. Debbie Drum, Facebook group, passive income with content. All of those keywords that you’re naming your images matter because what it’s going to do, it’s going to shoot those images to the top of Google. Now, if somebody is looking up your credibility … So, let’s say they find a video that you’ve done and they’re like, “Let me search for this person and see what they’re all about,” well, now they’re … If you’ve done this right, they’re going to find a ton, a ton of images. If you’re an author, let’s say, you’ll know that your book on Amazon is probably going to show up in those search results, those image search results, because Amazon is an authority site. That image corresponds with that name so that people are going to see this person writes books. This person does videos. This person has a LinkedIn profile. Let me go check it out from there. Now you have other stuff and you’re branching out. That’s the whole point.
I don’t know about you, but especially when on mobile and I’m looking up somebody, mostly … Most of the time, I’m going to type in their name, and I am going to do an image search on them because, especially on mobile, people like images. Why is Instagram so popular? Why is Facebook so popular? Because people just … Images tell a story and you can get instant imagery, for lack of a better term, from the image results.
The action step that I would beg you to do, start doing, is to get good images associated with your name.
Let me give you another example. If you’re a guest on a podcast and another authority blog … Obviously, authority gets ranked, right? YouTube is like a really high authority and Amazon is a really high authority, but then there’s also secondary authority sites, like blogs that are popular, that get a lot of traffic. If those blogs have images of you named correctly, then those blogs are also going to stand out as well, which means that that blog owner is doing a really good job at getting traffic to their blog from images. Image search is huge. When you have all these image results, then the regular Google search searches will then kind of follow and fall into place. Most likely if you have a blog, if you have a Facebook account, LinkedIn account, so on and so forth, those are going to show up, but make sure that you’re naming your images strategically, so “Debbie Drum marketing,” right? Those are the images, or your name plus your book title. Your name plus your book title. Your name plus the help topic that you help many people on. Your name plus six pack abs.
Whatever it is you do, you want to make sure … To get really, really nerdy on this without being too technical, this is called metadata. Metadata just helps Google know what you’re about. They’re not going to just look at your picture and know that it’s you. It’s the metadata behind that picture that is forcing those images to the top. Google your name. Come to serious terms if your happy or not with what you see, and also … what will also help you, I gave you some examples here, but will also help you is going to some of your favorite authority pictures and looking what sites they’re ranking on, for like YouTube and maybe it’s iTunes, whatever it is, and then start reverse engineering and getting your images on these platforms. Do it day by day by day, and you’ll see that grow and grow and grow. What happens is when somebody googles your name, they’re going to find a bunch of stuff about you, which adds tremendously to your credibility.
So, I’m going to just go here. Give me a yes in the comments box if this makes sense to you. If you think that this is important, let me know because it really … I found it to be very, very important over the years. This is something that I’m always working on. Number one is build authority with image searches. When you do this …
When you do this, when you build your credibility on the image sites, then you’re also kind of roundabout building your credibility and your authority on the other sites as well, so it’s just … Its home is pretty much the Google image search. That is number one.
Number two … Hey, William. Thanks for being here. Yep. It’s important for sure, and yeah. After this, give your name a good search and see if you’re happy with the results and start to take action. I promise you, a little bit of action every single day will lead to a lot by three months, six months, a year, whatever. Okay.
Another way to build authority is … I just said it earlier. That’s video. I’ve been doing video for a long time, and now I’m kind of doing these Facebook Lives, just getting more and more comfortable of getting in front of the camera and showcasing your work. Now, five years ago, this would’ve been very hard for me to do. For instance, right now, I could do a simple outline and kind of visualize what I’m going to talk about. I’ll jot stuff down if it’s maybe a little bit of a complicated topic, but sometimes what we have to do is really write out what we want to say and just practice going in front of the camera. It doesn’t even have to be live, but that’s also a great test for you to start showing your face in front of your customers and your potential customers.
Putting a face to your brand, very, very important, which builds authority because not only do people get to see you, but they get to see you in action. They get to see what you’re talking about. They get to interact with you just like this. People want that, especially today. They want to be able to know that there is a trusted source on the other side of whatever they might be reading or doing or responding to, whatever. Personally, I like to see whenever I’m reading something online, I say, “Who is this person? What do they look like?” and then what I do, I do some research on them. It all goes back to what I just spoke about before, right?
Hey, Barb. Barbara. Nice to see you. Thank you. William says, “In terms of video variables, how important is the background?” It’s very, very important. I’ve actually tried a ton of backgrounds. I see other marketers, they have pictures, nice pictures behind them. Make sure that it’s a simple background so people aren’t focused on what’s going on in the background and they’re focused on you. Try to do it in a clean atmosphere if you don’t have a wall to do it against, but I would say don’t worry too much about the background. Just go for it.
Also, don’t stress about the videos being too long. You could have a very, very effective video if it’s even one or two minutes. If you’re not comfortable doing video in the beginning, you can just make it very, very short, and then your topics and your subjects maybe can get a little bit longer down the road. They don’t even have to be very long. People don’t want very long videos. They want to just get that little bit of information and then go on their merry way, all right? Just think about that, how you can maybe answer one question, one problem that your target audience is suffering from. Don’t go into the top 20 things that you might … because also if you focus on one thing, then you could separate that out into different content, which is only better for you because more people are going to find you the more stuff that you have and the quality stuff that you have out.
Another thing that this will do is if you do either Facebook Lives, if you do video on YouTube, then that goes back to the image search results because you have your, you know, like a little splash screen. Obviously we can’t get into too, too much detail about YouTube and stuff like that today, but it’s very good if you have a little splash screen that shows what your video is about before somebody actually clicks on it. That gets very high rankings inside of YouTube. I mean, inside of Google and your Google images, as what we were talking about before, all right? So, that is number two.
Your action step for number two is quite simple. Most of you, I’m sure, have a smartphone. Just pop it on … you don’t have to be live … and start practicing answering common questions that people have and how … explaining how you help people, explaining what struggles you have maybe or a story that you have that relates to people in your niche. Obviously you do not have to do this, but I like video. I love video. I’ve been doing video for a long time, and I help people do videos to get themselves out there and to build authority and to make a connection with their list. It’s worked for me, so that’s kind of what I teach. You could do this by the written word, no worries. I would just say step out of your comfort zone if you can.
Number three, as I said, there’s tons and tons of different ways to build authority, but one of my favorite ways, and it’s a proven way to do that, is to actually have a physical book. A physical book. I have a bunch of physical books.
Let’s see. Let me just approve some of these folks that want to join right now. I’ve got some people here. Sorry about that. Let me just get people in the door. There we go. Also, if you can just give me a … give me a whatever you want in the questions box. Give me a yes. Give me some feedback on what you think is maybe holding you back from doing video. I know some people kind of struggle with that. Let me know there, or tell me if you’re open to it as well. Let me know while I type in. Number two is build authority with videos. Start small. Start small. Very, very, important.
All right, so while you are doing that, I am going to talk about number three. Number three is physical books. If you’ve seen my recent emails lately to you and some of my friends’ emails to you, we’re talking about workbooks. Workbooks are an amazing way to build your authority, but not only building authority, but also making a connection with your customers and your future customers, your potential customers. Your creating interaction. When we’re marketing online, it’s very tough to create that interaction. I mean, we do these Facebook Lives and it’s a great way to interact. The more interaction that you can have will only be better for you in terms of building authority, in terms of making those connections with your customers, and gaining fans and gaining subscribers, whatever it is that you want to do to grow your community.
I interviewed somebody who’s very, very successful online. His name is Mark Thompson. He develops software programs. He has a payment processing system that he developed, and he makes recurring revenue off of that. He said that his best funnel was the one that came from his physical book, kind of like this, where … What is he doing, or what are these workbooks doing? Well, they’re giving your … whoever has your workbook a way of inspiring them, a way of giving them information that’s in the physical form, which people absolutely still love. In the world of e-books and digital content, Kindle, still love physical books. They love writing in physical books. They love journaling in physical books. They love a physical calendar. They love it.
What happens is is when somebody actually writes notes in a physical book, do you think that they throw that out or do you think that they keep it, probably for a long time? I have notebooks in my drawer, whatever, and it’s hard for me to throw them away because I’m like, “Oh my God. I wrote so many great things.” It’s something that I want to look back on, and I save that stuff because it just … It’s just nostalgic in a way, and also it’s important information that you don’t want to throw out because what you’re putting out is good for your folks to interact with, right?
What else can you do? You can make checklists and help people out. Let’s say you’re helping somebody lose weight. You can put a log in these workbooks, so they log what they eat. Maybe they make a journal of how they feel and there’s space for that as well. I’ve come up with a framework of an interactive workbook, and I actually found that there are 11 components to a great workbook. I made a workbook about workbooks, essentially, but I went a little bit further in that I created about 50 templates for people to make their own workbooks very, very quickly. All of the templates are in PowerPoint so that you can easily just, what I like to say, plug, play, and profit your information right inside of your own workbook, so you can say, “Hey, you can look at my workbook,” because I also gave you the sample of what my workbook looks like so that you can model after it. You can say, “Hey, well, I can fit this in my business somehow and I can make it work. I can give this to maybe my coaching students. Maybe I can sell this with another package. Maybe I can allow people to print it out or print on demand.” I show you how to do this.
What’s really, really great about this is, like I said, people love to write stuff down and they love to journal and stuff, but what’s also great is these things, as they’re being used, they get left on the coffee table. They get left on the kitchen counter. They get left sometimes in the bathroom, right? People, they will remember you. That’s how they remember you. I remember every single … It’s not a lot of people, too. That’s why I remember them, every single person who sent me a physical workbook. There is not a lot of people out there doing it, because why? It takes a little bit of effort. Yes, you have to know how to use a print-on-demand service, like what used to be CreateSpace and now is KDP, which don’t be afraid of it because it’s the same exact thing. It’s just an … under one roof, under one umbrella. You don’t have to go to a separate website anymore. That was kind of annoying, wasn’t it? Now everything is in one place on the KDP dashboard. It’s pretty much the same process. Nothing has changed in regards to printing. I think there’s slight differences in pricing, but the process of it all is not very different.
This one was printed on CreateSpace, so there’s no … See? This bound here is just … looks like that. I don’t even know what that’s called, but as opposed to a spiral-bound. This was created and printed on another platform. It’s just all personal preference if you want spiral, if you want the ease of using Amazon. You can do both, okay? It’s all print-on-demand, so you do not need to carry around or print a thousand copies and then sell them. No worries there, okay?
Type in any of your questions, if you have any questions about building authority or using really any of the methods that I talked about today or using physical books. Now, you can have a physical book and it not be a workbook. That’s totally fine. Just this little product that I put together is called Point Click Workbook Creation. It’s designed to have your customers and your potential customers interact with you. You help them through a specific process. If I’m helping you build a workbook, I am going to give you some tools in here. Give me some thing, like on this page, give me some things in which you would utilize a checklist, right? Maybe there’s 10 checklist points that you have. Maybe there’s five. Maybe there’s three. Who knows? But you can customize that all in PowerPoint.
If you don’t have PowerPoint, you can use Google Slides, you can use OpenOffice, and you can use Keynote. I show you how to do that. My favorite is PowerPoint. Even though I’m a Mac girl, I love PowerPoint. I pay … I think it’s like $100 a year or something like that to do Microsoft 360 just because PowerPoint is so much of a better tool, in my opinion ,than any other … Keynote, whatever, out there; but Google Slides is pretty cool. The only thing is you might run into some formatting thing, like weird little things that you have to tweak with Google Slides. Not a big deal. Amazing product and it’s gotten a lot better throughout the years. What it first was was very buggy. Now, works just great.
I’m excited about this. I think people are too. I mean, we’ve gotten … We’ve had a nice launch this week and people are loving … I’m already getting feedback. People are loving the templates. They’re loving the additional information. We have that interview with Mark Thompson actually available on the upgrade, so if you did want … are interested in the next step of your workbook, like the free plus shipping model, it’s definitely something to check out because that’s what Mark Thompson essentially does. He does a free plus shipping model where he might make a little bit of profit on the book, but he does charge because these do … There are some printing costs associated with this, but then what that does is it allows you to actually have stuff on the back-end inside of your book where you’re leading people to maybe experience more with you, like paying you for coaching. Maybe it’s group coaching. Maybe it’s one-on-one coaching. Maybe it’s a software that you sell. Maybe it is like Mark does. It’s a big recurring revenue stream for him, and that’s his best funnel that he has. That’s how I know this stuff works, because getting something in the mail is not old news anymore, I promise you. I promise you.
Workbooks are also a great way to … What was I going to say? Get referrals as well. If somebody sees or is using your workbook and they say, “Hey, friend. I’m using this workbook. You should go check it out,” and there is a very warm lead for you, and then that … just the word of mouth spreads. That’s also a very effective way of advertising these days. If you have good stuff, if you have good content, quality content, that’s what it’s all about, especially today. It’s always been about that, but now more than ever that there’s so much competition out there, you really need to put out very good quality content, whether you’re … it’s in the written word, whether it’s a blog, whether it’s video, whatever. It’s got to be very, very high quality. It doesn’t have to be perfect. Like I said in number two, if you’ve never done video, doesn’t have to be perfect. You should at least try to do it. Start getting a little bit, a little bit, a little bit every single day, and that will be great for you.
If you haven’t checked out Point Click Workbook Creation yet, I’m going to go ahead and put the link right here. You can go check it out while it is on sale right now at a really good deal. You get over 50 templates. I’m just opening the page here, just so I don’t forget. Yep, so you’ll get over 50 plug-and-play workbook templates. You get 100+ inspirational/motivational quotes, which is something that you should be including in your workbooks, I’m telling you. Let me show you a visual of that, actually. You actually get this book. Here. Here’s the images and the quotes here. People like to see this. They like to be inspired. You can be the ones that inspire them. That’s why I think this is a very important component of a workbook.
Then you get your cover designs, 80+ professional covers. This one was very simple. I just had my designer create it. I show you how to create the covers because it’s a little bit of a different process than e-books. I also give you the training involved to customize … not only customize the templates, but also put your workbook together. I show a very, very simple way of doing that. You don’t need to buy special software or anything like that. If you want to invest a little bit of money in, like … I recommend PowerPoint, just because it’s such a good program and you can use it for a ton of other marketing, not just books. That’s why I have it. I made a lot of money with PowerPoint. It’s such a powerful tool. I guess that’s why they call it PowerPoint, right? So, I show you how to do that, and those literally are skills that you can use for life, for your passive income life. That’s what it’s all about.
Again, who is this for? Authors, speakers, coaches and consultants, product developers and course creators, experts and influencers, and even if you’re just starting out, even if you’re a “newbie,” quote-unquote, just starting out, that’s fine. These, again, are skills that you’re going to need in your content career, okay? I’ve been using these skills for a long time. I know exactly the fastest way that you can create these things and create other kinds of content, and this is what I recommend.
So, action step? Eventually you should have something physical that you can send to your customers, for sure. The quickest way to do that is to use templates and frameworks that are already developed and already designed for you to just plug in your own information to use. Starting from scratch is doable, but it’s not that fun; so when you have things like this that you can just literally get in for under $20, highly recommended. I put the link in there. Go ahead and check it out, so yeah.
Well, thank you so much for joining me in this Facebook Live. Let me know what you think. Let me know what other topics you’d like me to discuss. I’m definitely open to do that. Wow, we went long today. I didn’t even realize it. All right, so that’s cool. I try to keep these pretty short, under 20 minutes, but we went a little bit longer. Why? Because authority is very important. There’s probably a million other things I can talk about when it comes to authority, but I gave you my top three favorite stuff right here. So, use it, abuse it, because it’s all good stuff, and I’ll see you on the next Facebook Live. Bye-bye.
Hey, it’s Debbie. If you liked this video, be sure to subscribe so you don’t miss the next one. Also, give me a thumbs up and leave me a comment. I’ll respond to each and every one of your comments. Thanks, and I’ll see you on the next live session.
Product Referenced: http://debdrum.com/pcwcrl
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This has been such a pleasure, and I know you will watch yourself grow by putting these action steps to work. Thank you so much for joining!
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