There are millions of people writing on the Internet at any given time. Really - millions (Internet Live Stats).
There are entire websites being published every second. With all of these words floating around and websites being built, how can you stand out from the crowd? How can you make your site the one that people want to come to over and over again? In one word, the answer is credibility. Credibility is the key to ranking high in search results, it is the key to getting a following online, and it is how you put yourself and your company in the hands of future customers online every single day.
You need to have
Bring Your Subject Knowledge
Part of building credibility revolves around having experience in the topics at hand. If you make cheese, you have to be a really good cheese maker and you have to let people know about it. People value expertise, and if you can bring that specific expertise to a project, you have an edge on everybody else. I am a terrific data analyst. I have been doing it since 1990. I dig into data and pull stuff out that others would not have thought of. I can look at a website and tell you why it isn't working. It's part technical but it's part art, too. It's not necessarily credentials you need to build credibility online but you have to have experience in the topic your future customers will be interested in. If you're passionate about something, it will come out. So, it really helps if you love what you do. If you're not passionate about it, It becomes very obvious very quickly that there is a disconnect between the writer and the audience in that case.
Share your Knowledge and Your Passion
Lots of us really hate beating our chest and making a noise. There are blowhards out there that do that every day and don't have credibility to back it up. I personally hate that. I don't want to be seen as a blowhard but a certain amount of self promotion is necessary. There is nothing wrong with showing off those times you've been recognized for your work. That's a good thing. It may feel like bragging at first, but it is far from it. It shows you're passionate and that others trust in the things that you say and do.
Official awards and mentions contribute the most to one's credibility (Social Credibility). There is no reason to hide this fact. Display your accomplishments proudly, because it's a great way to get more attention.
Small business owners need to take responsibility for getting the word out. If you're a one man shop, you are the marketing department. If you don't know how to communicate consistently, you need to find someone that can either teach you or hire someone to do it for you. You need to be constantly communicating with your audience to make sure that they know you're out there.
You can also leverage your employees if you have them. With a consistent message and a constant effort, they can help communicate the value of your business, as well. Your employees need to know what you are trying to accomplish and how you are going to go about accomplishing it. This will drive more communication and make your employees more comfortable talking about your business. That will build their credibility and yours. If you're trying to build credibility, it doesn't hurt to get your employees on your side.
Convertwithcontent.com explains why this is so powerful.
Employees can be walking billboards for your business. When you have a team of people spreading the gospel you can reach more people than you would just by yourself. Plus when people search for your business you'll have more results. Strength in numbers, my friends!
You don't need to twist arms if your employees are informed and are on your side -- they will be happy to participate. Good leadership and maintaining employee morale is the first step in enabling constant communication. Lead from the front and others will follow you.
I am an artist, an analyst, a researcher, and an online development specialist serving the online information industry.