How do you create authority with webinar? Becoming an authority
Becoming an authority in any topic is a worthwhile goal many strive for. As a thought leader in your field, being looked up to and cited for your opinions is at once an extremely rewarding feeling and a source of responsibilities towards your audience.
An equivalent position also exists online. These are known as Authority Sites, and they work like you would imagine: leading opinions, evolving the understanding and interpretation of their particular domain of knowledge, and all the while accumulating more page views, citations and credibility.
Another great thing about being an authority site is that your success self-perpetuates after a certain point: the more people visit your site and become habitual viewers of your content because they trust it, the more potential your site has to be visible and chosen for the same reason by others (through word of mouth, citations, SEO- you name it!).
It should be understandable that many, MANY websites make it their lifelong dream to become an authority in their particular area of expertise. But as you may guess, actually becoming an authority takes time, effort, talent and perhaps a slight sprinkling of luck. There definitely are ways to tip the odds in your favor, though, and hosting a webinar is one of the most powerful tools when done right. But why webinars, and how do you make them work for you in this way?
Webinars Construct A Trust-Expertise Framework
As essentially online conferences, webinars take place in a “space” which immediately evokes a feeling of authority in the minds of attendees. The framework in which they function, with a speaker sharing knowledge with an audience and a tangible representation of the knowledge (the slides or other presentation software) will likely lead people to trust and wish to learn from the expert.
The Medium Gives Greater Reach
Webinars are multi-sensory experiences. With a speaker talking to you and a visual of the screen to follow as the conference progresses, you will likely be much more engaged by what you see than you would by reading an article or post, or watching an already-recorded video.
Webinars can also be advertised much more efficiently through social media or email invitations: they are live events, not something you will be able to access a few months down the line- so those interested will respond much more quickly, giving you a sudden surge in viewer interest and page ratings and (if you’re lucky) starting up that delicious feedback loop in popularity everyone is trying to catch.
People, Not Words On A Screen
Humans are biologically inclined to connect with other humans more than they will do with text on a page. Trust will flow much more easily if you know who is on the other end.
Even more than a university lecture, the personal, informal and interactive nature of webinars (with live Q&A sessions and a moderator) will cause viewers to trust the speaker not as a figure imposed on them, but rather as one that they chose (like a knowledgeable friend). If the webinar comes from the people behind a website, it is only natural that the good impression you made on the audience will then translate in a heightened opinion of your website, and you’ll be on the right track to becoming an authority figure online.
With Power Comes…
Trust is very hard to gain, but surprisingly easy to lose. Using webinars will help you connect with your audience and put across your knowledge and expertise in a fast, relatable way. Remember that the core to any successful career as an influencing figure (both online and offline) comes from what you say, not just how you say it. Make sure you have the necessary competence and have done your research prior to starting your webinar efforts. Once you are a successful authority figure, remember to reward the trust others put in you by continuing to deliver top-notch content in an unbiased way. Vigilance is the price of success, after all.