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What is Authority Marketing?

Authority Marketing is the strategic process of systematically positioning a person or organization as the leader and expert in their industry, community, or marketplace to command outsize influence over all competitors.

The top entrepreneurs, CEOs, and business professionals around the world use authority marketing to hyper grow their business and dominate their market.


“The simple truth is, if you aren’t deliberately, systematically, methodically — or rapidly and dramatically — establishing yourself as a celebrity, at least to your clientele and target market, you’re asleep at the wheel, ignoring what is fueling the entire economy around you, neglecting development of a measurably valuable asset.”

– Dan S. Kennedy

The Pillars of Authority Marketing

To be seen as an authority, you must have a larger-than-life brand and be everywhere. When you think of a business person today who is omnipresent, Richard Branson or Donald Trump might spring to mind. Both have painstakingly worked to craft personal brands that are not only valuable, but everywhere. Branson and Trump are consistently interviewed on major news outlets, have best-selling books available on Amazon and in bookstores, are all over social media, speaking at dozens of conferences and events each year, and have an impressive and substantial online presence. Branding begins with your logo, your look and feel, your color palette, your website, the design of your collateral materials. Ominipresence is the act in deploying those brand assets into the marketplace to show up in many places.
Authorities are seen as experts, and experts are constantly publishing new content for their consumer public. The content should come in multiple forms and multiple sizes. Content marketing includes everything from articles, authorship of professional bookstore books, blogs, podcasts, whitepapers, and more.
Authorities command influence and have a following of true fans. From noted business author Jim Collins, to the godfather of direct marketing Dan Kennedy, authorities leverage their loyal following to host online and offline events. Examples include teleseminars, webinars, in-person seminars, bootcamps, and workshops.
An often neglected element of authority marketing is lead generation. If you are utilizing authority marketing for yourself or your business, we can only guess it is to grow your business. To grow, you must help more customers and/or do more business with the customers you already have. Leveraging your authority position in your industry, community, or marketplace to effortlessly generate more qualified leads is one of the most effective ways to monetize your authority marketing initiatives.
Being interviewed and featured in the news – radio, television, print, and online – is the fastest way to build credibility and expertise for an individual or an organization. When consumers see “As Seen On/In” with numerous logos of prestigious media outlets, it immediately builds confidence and trust in the mind of the prospect. Being interviewed regularly also helps create that sense of “omnipresence.”
Stimulating referrals from satisfied customers is a cornerstone of growing your business. Crafting a persona for you and your company foster referrals from both your clients and your influencers. Client referrals are a direct outcome of great services. Successful authority marketers might host a client appreciation party to thank valued customers and foster introductions to friends and family. Garnering referrals from influencers (people in daily contact with your prospects) is equally important and is achieved by educating your influencers of your services. Providing a brochure, a whitepaper, a book, or a specific landing page broadens your influencer’s knowledge when spreading your message for referral.
Public speaking is, bar none, the best way to spotlight your authority position and generate high-quality leads. As an organization’s invited speaker, you are automatically assumed to be an expert in your field. If your message is competent, polished, and professional, you will connect with your audience and inspire attendees to introduce themselves afterward. More often than not, this marks the beginning of a brand new business relationship.  

Authority Marketing System

Every Advantage Member has a custom Authority Marketing System built to their exact standards during a private Authority Marketing Blueprint Day. Each system is precisely calibrated to achieve each individual Member’s target outcome. What elements make up our system?

Branding & Omnipresence

  • Brand Strategy
  • Brand Collateral
  • Style Guides

Content Marketing

  • Social Media Strategy
  • Social Media Training
  • Social Media Design
  • Email Template Design
  • Content Creation
  • Data Mining

PR & Media

  • Full Service Publicity Campaigns
  • Agency Representation
  • Digital PR Campaigns
  • Media Training
  • Press Kit Development
  • Events

Web Development

  • Custom Web Design
  • Custom WordPress CMS Development
  • Mobile Web Design and Development
  • Web Content Management
  • Web and Email Hosting
  • Retargeting


  • SEO Audit
  • SEO Plan Implementation
  • Website Migration
  • Ongoing SEO Maintenance & Monitoring
  • Keyword Research and Optimization


  • Speaker Training
  • Speaker Marketing Material Creation

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