“The power of visibility can never be underestimated.”
~ Margaret Cho
Visibility is a topic, much like marketing, that can feel quite anxiety inducing, especially for the more introverted amongst us but it needn’t be so. In this blog, I want to share with you two strategies for greater visibility as well as some simple tasks you can do to have your business be more visible.
Before I get to those though, I just want to say a few words about why visibility is so important. In a nutshell, if people don’t know that your business exists, you won’t be able to generate an income. Not only that but if you don’t continue to grow your audience, i.e. be visible to new people on an ongoing basis, you won’t be able to generate a sustainable income.
Making an effort with visibility is not a one-time thing. You can’t do a couple of podcasts, make a handful of sales and be done with it. If you want a business that continues to generate an income month after month, year after year, you need to be getting in front of people on the regular.
But fear not, being more visible does not mean that you have to shout about yourself or sell your soul. As with everything I teach, being more visible can be done in genuine and authentic ways. In this blog, I share with you the two main strategies for getting more visibility for your business as well as a couple of tactics under each strategy that you can go ahead and start implementing, this week if you want to! Some of these will require you to step out of your comfort zone but in my experience, the further outside our comfort zones we dare to travel, the greater the rewards we receive.
The two main strategies for making your business more visible are:
1. Growing and nurturing your own audience.
2. Getting in front of other people’s audiences.
Let’s look at each of these in turn.
Growing your own audience
Under #1 we have tactics like:
- Creating and sharing social media posts (reels, slide decks, stories etc).
- Regularly publishing live videos.
- Starting your own podcast.
- Blogging on the regular.
- Setting up a newsletter and writing to your people regularly with useful to them content.
- Conducting audience research.
- Advertising your content to warm and cool audiences.
- Practicing authentic outreach.
- Offering generous freebies.
The purpose here is to grow your own audience of engaged followers who resonate with you and the work you do.
Growing your own audience means getting comfortable creating and sharing content consistently and doing what is required to get that content seen by as many people as possible. Head here to read an article I wrote on my own strategy for audience growth.
Getting in front of other people’s audiences
Under #2 we have tactics like:
- Guest posting on blogs and publications.
- Interviewing or highlighting influencers (influencer marketing)
- Collaborations with colleagues in your field.
- Pitching to podcasts relevant to your subject area.
- Offering to be a guest expert or teacher for other people’s group programs.
- Networking/outreach with potential peers and colleagues.
The purpose here is to find people who have an existing audience that consists of your ideal client.
The ideal is when you find a fellow business owner who is already serving your target audience but with a different product or service than the one you are offering.
Getting in front of other people’s audiences means getting comfortable making new connections with likely collaborators and pitching your message and point of view to other business owners. To read more on the importance of having a strong point of view head here.
My advice, for what it’s worth, is to focus on growing your own audience in the earlier stages of business, while you are still figuring things out and finding your voice and later when you are more certain of your ideal client and the value you offer, begin looking for opportunities to share your message with other more established audiences. Not only will they be more inclined to collaborate with you, if you have an audience they can also access but you’ll also by then have more confidence to articulate clearly what it is you do and the value you provide.
So there you have it in a nutshell, my take on how to get your business out of the shadows and more visible to your ideal clients. Is there a tactic I’ve mentioned above that you’d love more information on? I’ve tried to link where possible to other articles so you can go deeper with these, but if there is an approach you’d love to hear my take on, simply drop it in the comments below and I might just write a future blog on the subject.
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