Background
It is not uncommon for businesses to be recognized by the people running the business, more so than the business name itself. Authority marketing is one way of achieving that.
PROBLEM / OPPORTUNITY STATEMENT
Business concerning subject matter expertise or in case of multiple business operations, where the individual running it as important as the business itself, this method becomes crucial.
CRITICAL CONSTRAINTS
Capability, Capacity and Commercial alignment should all come together for the authority marketing to become effective. It is effort consuming and requires rapid responsiveness to market.
KEY OBSERVATIONS
Capacity constraints are very important to the growth whilst using authority marketing, a revenue sustained growth and consistent market play is significant for this method to greatly advance the business.
SOLUTION
We make sure that a subject and a person are deeply entrenched that the two become closely identified. For e.g. if anyone is looking for advisory of say "xyz advisory", the target person' name should be visible.
APPROACH TO SOLUTION
Knowledge of a subject and depth of knowledge that comes from experience is captured, broken down in to variety of media, disseminated as seeds into different distribution media, this is a collection of 88 steps and each step has a routine to be kept.
KEY SOLUTION METRICS
When applied correctly, the people looking for a solution will find our client as the target for seeking the solution. This results in revenue growth, increased improvement in clients perception within the market.
SOLUTION LIMITATIONS
Subject dependency, the niche application and audience interest are key limitations for this to work.
PROCESS APPLIED
We start by seeking and dissecting the individuals subject and developing detailed content in various formats, go about automating the placement and dissemination of the content in various media channels, using available budget to get the best results.
REVENUE IMPACT
For smaller and individual players such a doctors, business coaches, this process makes for consistent and rapid customer base growth, usually by a factor of 10x-50x.
AD-HOC CONTRIBUTORS
Personal Branding has incidental benefits and also carries risks of unwarranted personal exposure. It is only suited for someone with great affinity for public exposure.
KEY BENEFITS OF SOLUTION
Allows for healthy business growth with very focused marketing, provides a valid alternative to services and product marketing.