We’ve got so many voices coming at us as online entrepreneurs:
“Create content every day!”
“You need to be everywhere if you want to be seen and grow your audience!”
“If you just create it, people will find it and love you!” 🙄
That’s all bunk. You don’t need to be everywhere, do everything, and burn yourself out on content marketing to grow your business
In fact, I’d argue that you shouldn’t do that at all!
Instead, you can grow your business by showing up strategically, in the right places, and using that visibility marketing strategy to create your marketing content so you don’t burn out
Why Audience Insights Drive Marketing Success
You have to understand your audience in order to create a successful visibility marketing strategy. If you don’t, you’re just going to end up speaking to crickets and wasting your time 🙈
I’m not talking about creating a fake “dream client avatar.” I’m talking about knowing the real, living, breathing people in your audience. Talking to them. Understanding what they’re actually frustrated with. What they’ve been Googling. Where they’re hanging out online. What podcasts they’re listening to
There are so many ways you can find out all this! You can grab some general demographics info through social media and website analytics. You can dive deeper through surveys—that could be sending them to specific people, posting polls on social media, or sending a survey link to your email list
Reach out to past clients (or people you want to become your dream clients!) to have 1:1 conversations and market research chats. Take a look at “competitors” (I don’t think there are truly competitors, but that’s for another day) and see what people are commenting on their content
There’s a lot you can learn from this kind of audience research, so stop guessing and start listening! You’ll get your audience’s actual words and know exactly how to reach them 🙌
Setting Visibility Goals That Grow Your Business
You don’t want to just be doing Random Acts of Visibility, either. You need to have strategic, measurable visibility goals that will move your business forward. They need to build back into your overall business goals, too!
There’s a variety of ways you could set these goals, but we’re going to take a quick look at SMART goals, since you’re probably already at least a little familiar with that approach. Use whatever method works best for you, though!
Here’s how you could approach your visibility marketing goals through the SMART framework:
- Specific: “Book 3 podcast interviews”
- Measurable: “Grow my email list by 200 subscribers”
- Achievable/Actionable: “I have time to pitch 5 podcasts per week this month”
- Relevant: “My overall goal is to reach 1000 subscribers by the end of the year”
- Time-Bound: “…by the end of Q1”
Altogether, this could look like:
I will book 3 podcast interviews in Q1 by pitching 5 podcasts per week for one month in order to grow my email list by 200 subscribers to build toward my overall goal of 1000 subscribers by the end of the year
By creating visibility goals that build into your overall business goals and that are achievable, you may be surprised at how quickly you can reach them! 😉
Craft a Core Message That Attracts Visibility Opportunities
Just like you don’t want to be doing Random Acts of Visibility, you don’t want to be saying Random Things for Visibility. You need to have clear messaging that brings in right-fit speaking opportunities and attracts dream clients
That means having a primary speaking topic that you can angle to fit different audience segments. When I’m creating No-Fuss Podcast Tours for clients, I tend to have just a few main topics that we focus on, but each podcast we pitch gets a specific angle for the podcast’s overall theme and audience. That way, our clients are becoming known for certain topics, but they don’t get bored with them and they’re able to speak very directly to different audiences! Win-win 🎉
In general, you want to make sure that what you’re talking about in your visibility marketing includes your unique perspective/angle and solves a specific problem for your audience, too. When you don’t sound like everyone else who’s talking about similar topics, you stand out and listeners want to learn more about you
Your Visibility Transformation Starts Now
You don’t need to be perfect right out of the gate with your visibility marketing strategy. In fact, I’d argue that you’ll never be perfect! 😅 You just need to get started and create forward momentum
Start small. Stay consistent. Have clear messaging
As you create more and more visibility opportunities, you’ll find that more opportunities come to you instead of you having to find them, too!
Your action steps for today are to:
- Get to know your audience better: That could be sending an email to 5 people to start conversations, posting a social media poll, or whatever you think will work best for you
- Set 1-3 visibility goals for this quarter: Make sure they’re reasonably realistic and align with your overall business goals. It doesn’t really matter what method you use to set them—you just need to set them in the first place 😜
- Decide on your primary speaking topic: You can create different angles on it, but having a topic that you become known for is key. You can refine it as you go, too
- Show up consistently: Make visibility part of your everyday routine. That could be pitching 1 podcast per day. Maybe you’re sharing podcasts or other speaking opportunities that you’ve had in the past on social media. Whatever it is, take at least one visibility action a day, ideally!
When you take these visibility marketing action steps regularly, you may be surprised at how far it can take you and your business!
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