If you’re not getting much engagement, it may be because the only content that’s being put out there is just you. And even though what you have to say is really good, if it doesn’t have the authority behind it of other people and the audience, then it means nothing. So authority is not just because you are well known, but you should carry an audience with you.
And in fact, I’d almost say it’s almost impossible to have authority without an audience, but just because you have an audience doesn’t mean you have authority.
So how do you build that authority? But first, let me show you an Audit for one of our members:
1. Use the power of Inception
Inception is when you are trying to plant an idea in someone else’s mind so they think it’s their idea.
Share with other people who are sharing your content. This is kind of weird to get your head, but if you’re on someone else’s podcast you would want to share and reshare other people’s share.
That gives the post more traffic and if you are in that video, that will make you look good. It increases your relevance and increases the number of signals, which are what the search engine is looking for– to be able to connect you with other objects. So an object is a person. It’s a place, it’s an event. It’s a picture, expand the detail, which is clicking on the post to look a little more and make sure people are engaged.
2. Collect Social Proof
We have this thing, we call the university program, which is not very cleverly named, but what we do is we teach at all these universities.
And we show how we have these different courses where students wanna learn digital marketing and want to be able to start their agency or wanna be able to learn how to do ads or analytics or SEO or whatever it is. And there’s lots of stuff that shows that we know what we’re doing. Like the social proof.
We’ve got all these words that these other folks have said and all of them are saying, “This is so good.” So then we will take part of what that person said and put it out there for the rest of the people to see.
Not sure where to begin? Here is a guide that will teach you how to collect your Social Proof and be able to harness its power.
3. Leverage being around the right people
People pay $50,000 for the weekend conferences and masterminds. I’ve spoken in these places. I’ve probably been to more of these $50,000 masterminds than almost anybody on the planet because it would cost you several million dollars just to attend and I’ve gotten in because I’m a speaker.
Why would you pay $50,000 to go hang out in a conference room with these other people? That’s just wasting money. I mean, what could possibly happen?
People are paying for access– the access to be around the right people.
Which is the most important part– being around people who can answer questions, that can get stuff done, and experts that are good people.
So you get leveraged by being around the right people, by being in the right groups.
4. Choose your Lighthouse
Lighthouse is the person that’s the most respected person in your target industry.
So choose your lighthouse and if you don’t have a lighthouse, try to find a lighthouse. Someone who’s well respected that other people, that your client respect. That’s what a lighthouse does. They do the marketing for you.
Need help identifying your lighthouse? Here is a Micro Course on the Topic Wheel that will teach you the importance of taking all your content, organize it by topic, and connecting those topics to the appropriate people of authority– Your Lighthouse.
Because if you don’t specialize, you’re what’s called a legacy agency, which is one that does everything.
Legacy agencies are almost impossible to pull off today. If you started a legacy agency before and it has enough momentum, you can sometimes get past it but I know a lot of people with legacy agencies that are shutting down.
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About the Author
You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.
You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.