The term brand authority has been loosely used both online and offline. It is a way to attract customers and clients to your business. If you are considered an “expert” in your field, it is believed that more clients will flock to your business. Similar to dental marketing campaigns. If you are considered to be the best in the dental industry, patients will be knocking on your door.
But how do you build brand authority? It is perceived through your consumers. The more your patients buy into your expertise in the dental field, the more other patients will feel that you are the right dentist for them. Remember that brand authority is not a status that you can confer to yourself. It takes years of good customer service and quality products to have a good reputation in the industry.
This does not mean that you don’t have control over your brand authority. You have the power to improve your standing in the industry as long as you use dental marketing strategies that target the correct audience.
The two best examples of companies with brand authority are Amazon and Avon. Jeff Bezos’ Amazon is so simple that even your great-grandfather will be able to understand how to use it and what needs to be done when you’re on it. Amazon is an empire because it prides itself on keeping everything simple. There are no fluff or hidden charges. Everything is transparent. It has a simple layout and clear content that makes it easy for consumers to find what they are looking for.
Avon, on the other hand, has a been a durable company that stood the test of time. It uses great customer service to retain consumers. They engage with consumers, both online and offline. They have an almost personal relationship with their clients as evidenced by the testimonials left on their social media pages and website.
In a nutshell, you need to create a simple platform for your patients. Your website should be easy to. Browse and navigate. They should find reliable and informative content easily and they should be able to make appointments without a fuss. You should also engage with your patients and keep a connection with them.
Updating them about the different products and services that you offer will come a long way toward providing a great customer experience. If your patients feel that they are well-taken-care-of, they will likely recognize your expertise in the field and recommend your clinic to their network.