Four Ways to Give Your Marketing More Authority

What do today’s top business influencers have in common?

Spoiler alert: they know how to use email!

Because when you have a list of followers, you instantly position yourself as an industry leader, which is the ultimate signal of authority.

That said, you’re probably trying to stand out as an influencer in a field that’s crazy competitive, right?

And when imposter syndrome strikes, making yourself stand out from others in your space might seem like an uphill battle.

But, hey, don’t sweat it! 

Want contacts and prospects to see you as the “real deal?” It all boils down to how you set up your email campaigns! 

Below are some key tips to ensure that your marketing oozes with authority.

1. Establish Your Authority With a Lead Magnet

First thing’s first: if you want to be seen as an authority, you should always have advice and answers ready for your audience.

That’s why lead magnets are so valuable for building your list and credibility.

With a lead magnet, you encourage visitors to become part of your list in exchange for valuable information. Opt-ins are a sign that folks trust you to help you solve their problems – so it’s important that your lead magnet delivers!

Some popular lead magnets for business influencers include…

  • Checklists
  • Guides and eBooks
  • Webinars
  • How-to videos
  • Case studies

Making a lead magnet doesn’t have to mean reinventing the wheel. Brian Sean of Backlinko simply promotes a series of “exclusive tips” to build his list of over 100k (!) contacts. His form is front-and-center as soon as you land on-site:

If you’re willing to put in the legwork, you can actually create multiple lead magnets. Content marketing expert Brittany Berger has three separate resource she uses to entice different types of contacts based on their needs:

This exchange of information via webform does double duty of signaling your authority and building your list at the same time!

In Sendlane, it’s super easy to use our custom webform builder to show off your lead magnets across your site and drive sign-ups.

You can read more in our recent guide on how to earn more opt-ins with webforms.

2. Make Your Voice Heard!

For your average reader, you’re probably competing within a crowded inbox.

So when readers get a message from you, they should know it’s from, well, you!

Listen: you don’t need to be a genius to be seen as an expert or authority in your field. So much of your success boils down to how you present yourself. 

As long as you make your brand compelling in the minds of your audience, you’re already winning.

A common thread between business experts is that their branding is on-point. You can even see that from the examples from Brian Dean and Brittany Berger above.

Putting yourself front-and-center signals confidence, and that confidence signals authority.

For example, experts know how to show off their personality with a distinct yet authoritative voice. They also know how to use compelling brand imagery including compelling colors schemes, logos and signatures to make a lasting impression.

Austin Kleon’s newsletter is a prime example of branding in action. His distinct, hand-drawn header and logo let you know exactly who you’re hearing from. This sort of creativity isn’t just for show: it’s an exercise in effective branding.

Coupled with a personalized email signature, the newsletter likewise feels like it’s coming from a friendly face rather than a business:


Meanwhile, Jorden Roper of Creative Revolt manages to make her emails stand out through a natural, conversational style. Rather than bore readers to death, she lets her personality shine through while humor and emojis that are totally in line with her brand.

It might sound cheesy, but there’s only one you. Anything you can do to inject your personal brand into your emails is a huge plus to make your mark as a confident authority figure.

3. Win Over Skeptics With Social Proof

Experts are all about making bold claims.

This is exactly why so many marketing influencers use big numbers and data in their email subject lines to grab the interest of readers (and hey, it works).

These talking points aren’t just bragging rights, though. They represent powerful social proof to win over leads and customers alike.

Social proof isn’t just for your subject lines, though. Check out how Neil Patel boasts his 1.7 million monthly visitors to on-site to drive people to hit opt-in form.

If you don’t have millions of dollars or site visitors to your name, don’t panic. 

Another powerful form of social proof is testimonials which are also great for encouraging new contacts. Testimonials can highlight your success stories, as well as the fact that you know your stuff. Here’s an example from Facebook guru Mari Smith with testimonials sitting right next to one of her opt-ins:

Social proof is a subtle yet significant way to put your authority on display for your target audience. The more proof you have handy, the better.

4. Use Your Knowledge to Engage and Attract Followers

Last but not least, authority goes hand in hand with being a teacher.

The ability to regularly engage your audience with tips, advice and ongoing education is exactly how you build a long-term following.

And what better way to make it happen than through email?

Whether it’s through a weekly newsletter or an educational drip campaign, email automation is invaluable for saving time and making sure your messages get seen.

Below is an example of how experts such as Elna Cain use drip campaigns to send automated tips to new contacts, eventually encouraging them to convert:

Looking to deliver content and tips to your list? Sendlane can help!

With a ton of professional templates you can use for your newsletters, and pre-built workflows, you’ll be able to deliver valuable content to your list in a snap!

Ready to Put Your Authority on Display?

Although there might be a ton of authority figures in your industry already, who says that you can’t join their ranks.

Following the tips above, you can immediately signal yourself as an established, top-tier talent no matter what you might be selling.

As long as you’re putting your know-how, brand and skills on display, you’re on the right path.

And with the help of Sendlane, you can ensure that your authority and expert appeal reaches the right audience time and time again!

Kristen Dahlberg

Content ManagerSendlane
As a member of the Sendlane content marketing team, Kristen focuses on everything from organization to content curation and process improvement. She enjoys variety and the challenge of learning the best way to accomplish each new goal.

Outside of work, Kristen spends as much time as possible at the beach, soaking up the San Diego sunshine!