5 Steps To Building Authority and Celebrity In Your Community.

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Marketing great Frank Kern once said  “ positioning yourself as an authority, is the single most important thing you can do to increase your perceived value to the market place.”

…and on that same topic Dan Kennedy, the Godfather of Marketing, had this to say, “The simple truth is, if you aren’t deliberately, systematically, methodically…. establishing yourself as a celebrity, at least to your clientele and target market, you’re asleep at the wheel”

In essence what both Frank and Dan where talking about is often referred to as authority or celebrity marketing.

In todays video I am going take you through the 5 steps to building authority and celebrity in your community.

So what exactly is authority and celebrity marketing?

Simple put…authority and celebrity marketing helps health professionals like us leverage our knowledge to gain authority and celebrity status in our community. This  status then allows us to dramatically amplify our message, attract a larger audience and ultimately convert this audience into paying patients.

Let me give you an example of two chiropractors:

Imagine someone in your community has developed a back problem and they’re deciding between using the services of two different chiropractors.

Chiropractor  A has been around for several years and the patient knows him from a local the local school group. He appears to know his stuff and is a really nice guy.

Chiropractor B wrote a best-selling book on how to improve posture and minimise back pain with out drugs and surgery, she’s is a regular health contributor in the local news paper and radio and always seems to be posting helping and up to date content on social media.

When faced with a choice like this I’m guessing that Chiropractor B is going to win almost every-time.

So…Is Chiropractor B necessarily smarter than Chiropractor A? Will she do a better job because she’s written a book, or is a regular contributor on radio and in the newspaper?

Probably not at all.

But Chiropractor B will be able to attract a larger audience and command higher fees because of how she has positioned herself as an authority and celebrity. She’s become the “Go To” expert in her community.

Charging higher fees is just one of the benefits of positioning yourself as an authority

For instance, once you develop authority and celebrity, you’ll no longer have to chase patients. 

In fact, many times they’ll be chasing you.

In our previous example, Chiropractor B will find that she no longer has to go to networking events and run screenings to attract new patients. People will find her because of her positioning and once they do, they will stop looking.

So you might be asking…how do I go about positioning myself as an authority or celebrity?

Well I’m glad you asked.

Here’s five steps to begin the process

Step 1. Narrow your focus.  No one can become an authority on EVERYTHING. so begin by choosing a niche.  Are you the sports chiropractor, the posture guy, the headaches whiz or the kids chiro.  Choose an audience you love to work with and that you know you can help – don’t stress, once you become an authority in one area you can move to another.

Step 2. You need to be seen putting out helpful content. Jack Mize, the co-host of Authority Alchemy, a weekly podcast on authority marketing explains, “You begin to position yourself as an authority by consistently providing useful information to your audience — information which solves problems, offers solutions and addresses needs.”

The last part of that sentence is the most important — information which solves problems, offers solutions and addresses needs.

Step 3. It’s a busy and distracting world out there and your competition is doing their best to attract and win your patients interest.  In order not to be forgotten it’s essential be consistent with your content – at least once a week be providing your existing database with your cool and helpful content.

Step 4. I know this might sound strange but just seeing someone on a properly produced video creates a level of authority and celebrity faster than any of kind of medium. If you want to become the “go to” health practitioner in your community you must be using video. If you’re stuck for ideas about what kind of videos to make then click here to discover some great ideas. 

Step 5. You won’t reach your audience simply by posting your content on Facebook.  Facebooks new algorithms make it near impossible for our content to be seen by our community unless we’re prepared to spend a few bucks each week by boosting our posts. Facebook paid advertising can be complicated but boosting your posts is a breeze.  Start with $5 to $10 and focus on an audience within a 5-10km radius of your practice.

So there you have it.  5 simple steps to help to position you as an authority and celebrity in your community.

If you’ve got any questions or if you would like to share some of the strategies that have helped you to build authority or celebrity in your community then be sure to comment down below.  We love hearing from you.

Until next time,  thanks for all you do.

Keep saving lives

See you soon.

Angus and Tony