The ultimate guide to visibility
The Ultimate Guide to Visibility: How to Get Seen and Heard in Your Business
Today, we’re diving into one of my absolute favourite topics - visibility. ✨ Now, I know visibility is a buzzword, and if you’ve been following me for a while, you’ve heard me say it many times. But what does visibility really mean for your business? And more importantly, how can you make sure you're focusing on the right visibility channels to truly grow your audience? Let’s break it all down.
What Does Visibility Actually Mean?
When I talk about visibility, I’m referring to the process of getting your business in front of the right audience. Whether it’s through social media, podcasts, PR, guest speaking, or writing a book - there are endless ways to get your business noticed. But here’s the thing - not all visibility is equal. What works for one business might not work for another, and that’s because we all have different audiences and ideal clients.
So the first and most crucial step to building your visibility strategy is understanding this: where are your ideal clients hanging out? If you’re spending all your time on a platform where your target audience isn’t active, your efforts are going to feel like shouting into a void. 🎤
1. Know Where Your Ideal Clients Are
I’m not going to dive into a deep ideal client exercise here (we all know that one by now, right?), but once you know who your ideal clients are, you need to figure out where they spend their time.
Are they scrolling through Instagram? Hanging out on LinkedIn? Listening to podcasts on their commute? Or maybe they love reading the latest features in lifestyle magazines. Knowing this is absolutely essential to make your visibility efforts effective.
💡 Pro Tip: If you’re unsure where your clients spend their time, ask them! Make it fun and easy—create a poll or a little interactive game where your audience can tell you where they love to hang out online. Use emojis, make it simple, and you’ll get the clarity you need.
2. Choose the Right Platforms for Your Visibility
Let’s be honest, each social media platform has a completely different vibe. LinkedIn is a world apart from TikTok. Instagram and Facebook might seem similar, but their audiences can have very different expectations. So once you know where your ideal clients are, you need to focus on building your visibility there.
But here’s the kicker - just because your audience might be on TV doesn’t mean you have to go live on the telly if that idea fills you with dread! You need to feel confident and comfortable with whatever visibility method you choose. Don’t force yourself to do something that makes you miserable. If TV isn’t your thing, but your ideal clients are also on Instagram or listening to podcasts, focus your efforts there.
3. Create a Solid Visibility Strategy
Once you’ve identified where your clients hang out and chosen a few avenues that work for you, it’s time to create your visibility strategy. But remember, visibility isn’t a “one size fits all” situation. You need to think about how you’ll lead people into your world.
For example, if your audience is hanging out on Instagram but you're building a Facebook group, you need a way to bring them over. One of the most powerful ways to do this is through offering value in exchange for their email address. That way, you can connect with them directly and outside of social media platforms.
4. Build Your Email List
I cannot stress this enough - you need to own your audience. Social media is fantastic, but algorithms change, and you don’t own those platforms. An email list, however, is something you can control. The challenge is getting people to hand over their email addresses in a world where we’re all bombarded by spam. So how do you do it? You offer value!
Create a freebie - whether it’s a guide, an ebook, or a webinar - that will truly benefit your audience. This doesn’t have to take up loads of time to create, but it should be something they’ll find valuable in exchange for their email. Think of it as the start of a relationship, one where they trust you to provide them with useful, non-spammy content.
💡 Tip: Make sure your freebie is something you can create once and distribute many times. A downloadable PDF or a pre-recorded masterclass is perfect for this!
5. Use Your Email List Strategically
Great, you’ve got your email list - but what now? Use it! There’s no point gathering these email addresses and letting them sit there. Don’t just fire off sales pitches; focus on continuing to provide value. Whether it’s a weekly update, a story, or another freebie, keep the content engaging.
By staying in regular contact with your audience, you’re building a relationship, and that’s crucial when you consider that it now takes around 28 touchpoints before someone invests in your business. Yes, you heard that right - 28 times! So, your emails are another way to keep showing up and warming your audience up to what you have to offer.
6. Be Strategic About Your Visibility Avenues
Here’s where it gets fun! Once you’ve built a solid foundation with your social media and email list, you can start exploring other visibility avenues. This could be guesting on podcasts, public speaking, or writing articles for online publications. The key is to make sure these efforts are aligned with your audience and that they work together.
For instance, if you’re a guest on a podcast, make sure you share that on your social media and in your emails. It not only boosts your credibility as an expert, but it’s also more content for your audience, helping to create those all-important touchpoints.
Final Tips for Building a Visibility Strategy
To wrap it all up, here’s a quick rundown of the steps to get your visibility working for you:
Know where your ideal clients are. Ask them if you’re not sure!
Focus on platforms that suit your audience and make you feel confident. No need to do it all.
Create a visibility strategy that includes freebies and lead magnets to build your email list.
Use your email list wisely, providing value and staying connected regularly.
Leverage different visibility avenues like podcasts, guest blogs, and speaking engagements, and always link it back to your core platforms.
Visibility is not just about being everywhere - it’s about being in the right places and making the most out of every touchpoint. So, take some time, figure out where your audience is hanging out, build your strategy, and start showing up with confidence.
Claire 💛
Listen to the full episode here:
Spotify: https://open.spotify.com/episode/6IJr7bhJeZAOyKVYROQHmM?si=f-bUbU3KTiybYdKaxF6wNg
