7 min read
Opinions expressed by Entrepreneur contributors are their own.
The term Authority Marketing has become quite popular in business circles in the last five years. While the components of this unique marketing approach are not new, they have come together to form a pretty effective approach to visibility and relevance when done right.Authority Marketing is, in many ways, an evolution of Influencer Marketing. While Influencer marketing involves a partnership with Influencers and well-known brands (Authority Brands), riding on their leverage to build your brand visibility and clientele, Authority Marketing refers to all the strategies you can utilize to build that leverage and become an authority brand yourself, as opposed to just getting your brand advertised by authority brands and Influencers. It is safe to say that while Influencer Marketing’s success rests on the status and ability of your chosen Influencers, the success of Authority Marketing Rests on How much you can grow your brand’s status, Influence, and abilities. Few agencies have educated me on the power and impact of Authority Marketing like Runway Influence has. Their clear-cut results in pushing brands from obscurity to authority have seen them work with Iconic brands across the influence spectrum from brands like Adidas, Tiktok, McLaren, the Food Network, and Wild Fox, to mention a few. After several recommendations, I caught up with the people at Runway Influence to discuss their sterling strategy. The result was both simple and magnificent. According to Runway Influence, here are the four pillars of successful Authority Marketing and how you can apply them.Related: What is ‘Authority Marketing’ and How Do You Achieve It? 1. Trust people over ads“We trust people over ads,” one of the major slogans used at Runway Influence, is both impressive and instructive. This slogan highlights the need for brands to focus a significant amount of their energy on people-driven visibility and marketing as a means to building authority. Anyone can run ads and paint a grand picture about their brand and services, but few can get people (or afford to get them) to do the same. The New York Times stated it succinctly when it said, “The advertising industry has a problem; People hate ads.” While ‘hate’ might be a strong word, it is clear that the trust for ads has fallen significantly in the last five years due to unethical practices. However, according to Runway Influence’s CEO, Ernest Sturm, “People will always trust people and so the goal is to get trustworthy people around brands.”PR and Media are on the list of strategies Runway utilizes for their clients, but their prescription is that brands do something worth reporting on, as opposed to just getting featured. Your authority must rest on verifiable actions. User-generated content is also a powerful people-driven strategy that works, and of course, Influencer marketing takes center stage in Runway Influence’s strategy. The key to repeatedly having successful Influencer campaigns rests on your pre-campaign research. Reach is not everything. Niche is sometimes more important. People may not believe what you say about yourself, but if you get the right people to say it about you and say it to the right people, you suddenly have huge potential on your hands. Related: The 2 Types of Authority All Businesses Need for Marketing Success 2. Consistency across the boardThe topic of consistency in brand appearance, tone, and feel is usually a class startups take at the inception. However, in Runway’s experience, some brands skip that class, and by the time they are trying to build authority, they come missing one or more links in their ‘consistency chain.’ The lesson Runway tries to teach repeatedly is that to build authority, you need to make sure your chain is rock solid. The recent release of the now trending Dahlia Tequila into the market was anchored by Runway, and one of the most important objectives that Sturm had to tackle on the road over 200k followers on social media for the Dahlia brand was securing the name @dahlia for them on social media. It may seem trivial, but the effects have been huge. There used to be a time when brands were advised to check out their chosen names in the state or national company registration registries before settling for the name. Today, in addition to that, they need to check for its availability on social media. This ensures that your brand can be found with a simple search all the time. In business, perception is everything, and people often perceive you as having less authority if your brand name differs on different social media platforms. An authoritative brand would show their dominance first of all in the most important thing about them; their name. 3. Create content that stands outContent marketing is another form of marketing relevant to authority marketing, but everyone worth their salt creates content. It is what you would call common knowledge. However, the quest to create unique and helpful content is what is required to build authority. Content about your brand is good, but it can also come off as sales-y. Runway’s strategy is to push brands towards creating industry-relevant content and content that addresses your audience’s pain points. If your content is often helpful and applicable and non-promotional, you position yourself beyond your competitors. It might be writing a book or starting a video series around a pervasive industry pain point. The idea is to create content that is not easily created to show your brand off as adding the extra to the ordinary. Related: How Experts Use Content to Create Brand Authority and Increased Sales 4. Concentrate your powersSturm puts it rather humorously when he states, “You don’t need worldwide fame to build authority, you only need to be famous to those that can give you money.” Runway has built their agency’s name largely on their utilization of supermodels as influencers to boost brand visibility. Having worked with big names like Sara Sampaio and Allesandra Ambrosio to catapult the Dahlia brand to notoriety, Runway has emphasized the need to get your brand in the faces of only those that matter to you. It takes far more energy and resources to reach a diverse and wider audience, but it is considerably easier to conquer a smaller niche that forms the core of your base. According to Sturm, there are many ways to concentrate your powers beyond your choice of Influencers; Events are one of the most powerful ones. This is why Runway’s strategy has involved bringing brands to the grandest of stages from the Coachella to the Cannes Film Festival. The idea is to feature in your industry’s most prominent events and build powerful networks while at it.Another effective means is to start an event under your brand and gather industry-relevant names and other influencers periodically. However, Sturm warns that these events must tackle a pain point or be socially relevant if you are to avoid the risk of attracting the wrong type of publicity or missing out on building authority altogether. Authority is not just a desirable trait that brands should aim for. It is becoming necessary in an increasingly competitive business space. The science is not quite perfected yet, but with these pillars, the results have been proven.
Users of social networks criticized the brand because in their opinion, the ad would be normalizing the mistreatment of mothers.
Grow Your Business,
Not Your Inbox
Stay informed and join our daily newsletter now!
3 min read
This article was translated from our Spanish edition using AI technologies. Errors may exist due to this process.
May 10 is one of the most important marketing dates in various Latin American countries because it is celebrated on Mother’s Day. Not surprisingly, brands seize the occasion to connect emotionally with their customers. However, advertisers don’t always succeed. This year the brand that tried but failed was FUD. The food brand presented a short film called Strong Words that sought to represent the challenges that Mexican mothers face in modern times with some of the “strong words that they sometimes hear from their children at different stages”. [embedded content] This campaign also has some billboard and billboard ads. The campaign sought to show the reality behind the romanticism of Mother’s Day in Latin America. The worst mother’s day campaign in history? pic.twitter.com/L3Rf41oqGf – Isabel Zapata (@bestiecilla) May 10, 2021 Despite the good intentions of the campaign, users of social networks criticized the brand because, in their opinion, it would normalize the mistreatment of mothers and that the campaign was insensitive to the fight for gender equality. And the best. I really don’t know how they dared to authorize something this horrendous. pic.twitter.com/9pgqhcut76 – Phabee (@conejo_quejoso) May 10, 2021 As a mother, I interpret the following: son, you can say ugly things to me but I will always rescue only the positive …..Hey no shit! I am a person, I take offense and cried when you talk to me that ugly. Just because I’m a mom doesn’t mean that I don’t feel and that awebo put up with everything. – Gogo-Girl (@Chik_Gogo)May 10, 2021 However, users were also heard celebrating the campaign for not “sanctifying” or romanticizing motherhood like many other brands. In addition, they pointed out that the campaign succeeded because people were talking about the brand. It seems very real to me. Not all people are good children and not all women are good mothers – April I. Maldonado (@AbrilMaldonadoM) May 10, 2021 They are talking about the campaign, it did its job. – It’s red, man (@itsred_man) May 11, 2021 They are talking about the campaign, it did its job. – It’s red, man (@itsred_man) May 11, 2021 What do you think of this campaign? Do you think it worked in its mission?
Data is all around us, and in today’s world, everything revolves around data. Data visualization is very important when talking about websites and businesses. It tells you all about your business illustrated in various graphs, charts, etc. How else to find out the data if you do not have adequate tools for your website. It is not easy for an ordinary person to find the data himself; that is why various tools are used. You don’t have to bother finding things manually in the spreadsheet; these tools will help you a little. The main goal of data visualization tools is to simplify complicated data. When data is crammed only and too complicated for the human mind to understand, then there are visualization tools. They pack it nicely in a chart or graph, making it much more manageable. What is a problem is that there are many good but also lousy visualization tools. You need to know which one to use when and how for the results to be successful. That’s why we’re here, and we’ve singled out a few practical data visualization tools to help you. Those tools include: Tableau is an information perception apparatus that can be utilized by information examiners, researchers, analysts, and so on to picture the information and hear an unmistakable point of view dependent on the information investigation. The public adaptation of Scene is allowed to use for anybody searching for an incredible method to make information representations that can be utilized in an assortment of settings. Tableau also permits its clients to plan, clean, and manage their information and afterward make information perceptions to acquire noteworthy bits of knowledge imparted to different clients. They have a comprehensive exhibition of infographics and representations that have been made with the public form to fill in as motivation for the individuals who are keen on making their own.To put it shortly, Tableau is a beast. It does a lot of things and can be a bit too much for some. If you want something more specific, like using Datatables or Datatables alternatives, you might end up paying a lot less on a monthly basis.If you are more for complete customization and freedom to create what will turn out in the last chart, then this is for you. This tool just makes it possible, and it’s also not expensive. Reasonably priced plans are available for all users. This customization feature is very useful for designers. They can make whoever wants the chart so that it can fit perfectly into the website. This is a massive benefit for data visualization, and people will see everything nicely from different devices. Klipfolio is one of the most famous and best data visualization tools you will find on the market. It is popular because it provides drag and drop features that are very easy to use. You don’t have to bother to learn how it goes because mechanics like this are the simplest. Also, your customers will be able to access your data through many sources. Some of them are spreadsheets, files, databases, etc.If you prefer data visualization tools used on search engines, this is the right thing. Best of all, it’s free, so you can use it without paying any money. The base of this tool is purely HTML and SVG. You have many chart types available. You can select any of them as well as edit. You only edit via CSS, which shouldn’t be a big problem for you.Domo is interesting in that it provides multiple data visualization tools at once. These tools have a good platform where all users can use all the features that this tool offers. The best thing about this data visualization tool is that it has a free trial. It’s always a good move because people can try the tool without paying. If they don’t like it, they can always cancel the subscription at any time or until their trial period expires.When users upload data, the most important thing is that they can do it securely. Many tools do not contain this security, so their data can be deleted or stolen. Zoho Analytics is the best in this regard because through that tool; users can be safe. Their data will be secured, and they will not have to worry. Also, this tool has a 15-day trial, where users can try it out and see for themselves how it works. After that, prices range from $ 25 – $ 495 monthly, depending on which plan you choose.The Infogram is best for those companies that deal with marketing and sales. The reason this is so is that this tool helps agencies find their targets using graphs. This tool enables you to build: ImagesIconsFlagsMapsChartsYou can clearly see that many things are present in this tool, making it a perfect fit for any company that works with marketing. There are a lot of alternatives to the things that you can create with it. For example, in the case of maps, there are a lot of online mapping tools that can create maps both in interactive form or in vector format.Quik Sense is an information representation stage that assists organizations with turning out to be information-driven endeavors. It does that by giving a cooperative information investigation motor, modern Man-made consciousness framework, and versatile multi-cloud engineering.You can undoubtedly join, load, picture, and investigate your information on Quik Sense, regardless of its size. All the information graphs, tables, and different perceptions are intelligent and update themselves as per the current information setting. The Quik Sense simulated intelligence can even furnish you with information bits of knowledge and assist you with making examination utilizing simply intuitive. You can attempt Quik Sense Business without any pay for 30 days and afterward proceed onward to a paid version.Cartograms contort the state of geographic areas, so the zone straightforwardly encodes an information variable. As well as envisioning races, cartograms are often used to address different sorts of geo-referred information. As economic scientists search out better perception procedures, it merits exploring the cartogram. In a cartogram, the planning variable appears in a diagrammatic structure. The planning variable regularly substitutes the land zone or distance in the guide.A cartogram is a topical guide in which a planning variable-for example, travel time, populace, or GNP-is filled in for land territory or distance.This tool is unique because it shows you not only the visual presentation of the data but also the past. It arranges them according to what happened when, so you have an insight into that as well. It shows all the activities and tells you when they started and when they ended.DashboardsYou were probably expecting a tool here, but this time, no. Actual dashboards.Marketers usually use dashboards to see how successful they are in business. This is where the results are best seen and how the work went. You can see a graphic presentation of all that, and therefore it is more precise. In addition, you can spot some flaws and fix them thanks to it. If we have a tool that allows us to quickly and easily identify errors, then we can make rapid progress. There is also a graphic visualization of these errors so that all employees will be able to understand them easily. About the Author
Bogdan SanduBogdan is a designer and editor at DesignYourWay. He’s reading design books the same way a hamster eats carrots, and talks all the time about trends, best practices and design principles.