Editor’s Note: This article is excerpted from “Endless Customers: A Proven System to Build Trust, Drive Sales and Become the Market Leader” by Marcus Sheridan.
Visibility alone doesn’t drive sales. Trust does. In today’s digital world, being seen isn’t enough. You need to be the brand buyers turn to first, before they even consider alternatives. That’s what “Endless Customers” is all about: becoming the most known and trusted brand in your market.
Becoming the Authority That Buyers (and AI) Can’t Ignore
Google, ChatGPT and your future customers all prioritize one thing: expertise they can trust. If your brand isn’t the go-to source for answers, you’re losing before the game even starts.
Take Yale Appliance. Years ago, the company’s online presence was weak, blending into the noise of competitors. They shifted their focus – not to chasing algorithms, but to answering the real, unfiltered questions buyers had. They published content on which appliance brands broke down the most, fully aware it could shake industry relationships.
The result? That single article has been read over a million times, generated millions in sales, and solidified Yale as the trusted authority in their space. Your brand must do the same. Authority isn’t given; It’s earned through transparency, depth and a relentless commitment to buyer education.
Create Content That Signals Authority, Not Just Traffic
It’s time to stop obsessing over rankings and start building industry-defining content. Producing deep insights that address the most pressing questions and concerns buyers can’t find elsewhere is essential. The best content is original, story-driven and breaks the industry mold.
Beyond Clicks: Winning in the Zero-Click Era
AI and social algorithms are shifting the game. More than ever, people engage with content without clicking through to websites. If you’re still measuring success by traffic alone, you’re falling behind. Winning brands today show up where buyers already are – on LinkedIn, YouTube, communities etc. They design content to be consumed in-feed, not just to drive website clicks. They also use AI to amplify their presence, ensuring their expertise is the one AI tools recognize first. Trust-led growth is about embedding your brand into the buyer’s journey before they even know you.
Consistency: The Secret Weapon of Brand Dominance
Ever heard of the Rule of Seven? Buyers need to see and engage with your brand multiple times before it sticks. In today’s crowded space, that number is likely much higher. To stay top-of-mind, your brand must show up relentlessly and strategically where your audience spends time. A consistent, high-value publishing rhythm across multiple platforms reinforces your expertise so often that AI, buyers, and the industry default to your brand.
The Path to Becoming an Industry Icon
The businesses that thrive in the next decade won’t be the ones chasing every new marketing trend. They’ll be the ones that own the conversations in their market. If you want to be the brand buyers (and AI) trust, you need to ensure you are the undeniable authority in your space, creating content that educates at a level no one else dares to and show up everywhere that matters most to your buyers, consistently.
