It’s not enough to just get noticed these days. You need a strategy that can turn your visibility opportunities into real growth for your business!
You may be showing up everywhere—creating content for social media, speaking on podcasts, and maybe even going live on video regularly. It still feels like something’s missing, though… because all that visibility isn’t creating actual results that move the needle.
So many of us get stuck in that content creation hamster wheel. We create, create, create, because that’s what we’re told we’re “supposed to do.” But what good is all that work if it’s not actually doing anything for you?!
Around here, we focus on creating a sustainable marketing system through speaking and collaborations. The kind of marketing system that actually gets you results (especially when you’re utilizing your Sleaze-Free Sales Framework™) and doesn’t burn you out! 🙌
Why Consistent Visibility Beats Sporadic Marketing Moments
Being consistent with your content is part of the “magic formula” for visibility marketing success. (The secret is that there’s no real magic formula, though. 🙃) Every right-fit visibility opportunity grows your Ecosystem, creating a snowball effect that starts to roll down the mountain on its own!
When you show up consistently, it almost is like magic starts to happen, though. Folks start to recognize you, and they trust you more because of that recognition. People don’t have to take your word for it that you know what you’re doing—it’s clear from the visibility opportunities you’ve created. Better yet, those opportunities start to find you instead of you having to pitch them! And every time you show up for one of those visibility opportunities, you gain more confidence in yourself… and it shows.
You don’t have to be everywhere and do All The Things. You just have to put yourself in the right place, at the right time, in front of the right people, and share things that truly help them take a step forward.
Transform Visibility into Profitable Business Growth
Showing up consistently doesn’t just magically transform into business growth, though. There are a few other ingredients in your visibility success recipe.
Crafting Magnetic Calls-to-Action That Actually Convert
You have to give listeners a clear next step. When you’re on a podcast, you’re pointing them toward a relevant freebie or other way into your world. When you’re sharing clips of that podcast interview, you’re pointing them back toward that podcast episode to get the rest of the gems you shared.
If you don’t give people an easy way to move forward with you, they’re just going to stall out and move onto something else. But if your speaking topic and content are lined up as the path people can take through your Visibility Ecosystem, it becomes a no-brainer to continue along with you.
The Power of Continuous Audience Engagement
You can’t just show up, drop some gems, and then ghost when it comes to visibility marketing. If you do, folks are going to forget about what you shared! When you’re consistently showing up and sharing your profitable speaking topic, preferably through a few different angles and lenses, what you say is going to actually stick. That’s why we recommend quarterly podcast tours for our clients so that they always have fresh visibility opportunities to showcase them.
To top it off, when you’re regularly using your email marketing, your blog posts, your social media content, and wherever else you’re showing up to point your audience back toward those visibility opportunities that showcase your expertise, that makes it stick even more. It’s one thing when you’re telling them how awesome what you offer is; it’s another when they can hear it through a podcast interview or a summit presentation and can see exactly what it might look like to go deeper with you.
Tracking Your Visibility Marketing Success
If you don’t know what visibility opportunities are working for you, you’re not going to know what to look for in new opportunities. That means you need to be tracking your key visibility marketing metrics.
Measuring Engagement that Matters
This includes things like whether people are telling you they heard you on XYZ Podcast, or if they’re commenting on or sharing and saving your social media posts from your podcast interviews. It might also be referrals from a host to another host, who then invites you to speak.
Lead Generation Metrics that Make a Difference
Most of the time when you speak, you’ll get a chance to share a way to join your world. That might be a freebie or a 15-minute call to solve a quick-win problem. That means that you want to track wherever people enter your audience from visibility opportunities.
That could be new email subscribers. It could be lead forms or discovery calls. Whatever it is, make sure you have a way to track where people are coming from so that you know which visibility opportunities are working to bring you new leads.
Converting Visibility into Real Revenue
While sales may not always come immediately from a visibility opportunity, they often do end up leading to conversions. That means you should keep track of those leads who enter your world through visibility opportunities, and note how long it takes them to convert to a paid offer. Tag them inside your CRM or email marketing platform so you know where they came from and when they convert!
Consistent Visibility Metrics Reviews
Don’t just do this once a year. Review your visibility marketing metrics once a month. Look for patterns in your engagement, lead, and conversion metrics. Double down on what’s working, and look for more opportunities like the ones that are bringing the best results.
You may notice that a particular audience segment really seems to come in from podcast interviews. Great—find more podcasts with that audience!
You might realize that a specific topic performs really well at virtual summits and those leads convert to low-ticket sales within 30 days. Awesome—focus on that topic for a while and don’t be afraid to politely decline topics that are too far removed from it!
Knowing your metrics is key to building a thriving Visibility Ecosystem and actually growing your business through it. 💸
Staying Motivated When Growth Feels Slow
I do want to make sure you have a realistic expectation of the results you’ll get from your Visibility Ecosystem, and, maybe more importantly, when you’ll start to see those results.
Around here, we recommend clients start with podcast tours because they’re proactive, but also because they’re much easier to be consistent with. You can make pitching part of your weekly or monthly routine, and you’ll find a rhythm with your podcast tour workflow. Podcasts also have a surprisingly long lifespan in terms of the impact and reach they can have!
That said, I don’t want you to think that just because you book and record an interview, that you’re going to get clients right away. Podcast hosts often record a few weeks to a few months in advance of the release date. It’s absolutely worth the wait, but keep that in mind as you’re making business plans.
Once those episodes air, they can take on a life of their own! It might be a quick burst when it’s released, or it could be a slow trickle that eventually builds to steady lead generation! You just never know when a dream client is going to find you because of a visibility opportunity, especially a podcast episode. 🥰
Your Visibility Transformation Starts Now
If you’re consistent with your visibility, it can change your content marketing game. You won’t be stuck on the content creation hamster wheel anymore. You’ll be making valuable connections with others in your industry when you speak on their platforms. The results of your visibility opportunities can last for months, or even years when you find the right fits!
Keep track of your metrics so that you know what’s working, and don’t give up if you’re not seeing massive results in your first three months. It can take 3-6, sometimes even 9-12 months to see bigger results from your visibility marketing… but it’s absolutely worth the wait.
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