At first blush, this seems so obvious. After all, who would hire you or buy your product if they don’t know you exist? And, of course, that’s completely true. People don’t buy services or products they don’t know about. So that’s one reason visibility is important. But there are others.
- The more your prospective customers see, hear, and read about you in more places – web sites, Facebook posts, articles, radio shows, blog posts, etc. – the more you are seen as an expert. Your content may even be similar to other information they’ve already heard, but the fact that all these sources seem to have sought out your opinion and your audience sees your content everywhere they look, automatically gives you star ranking.
- When people see and hear what you have to say, chances are they’ll go to your website to learn more. This is a terrific opportunity to get these visitors on your list and show them what else they can get from you, whether free or paid. Once they’re on your list, you’ll have an even better way to stay visible to them!
- When your prospective customers are ready to purchase what you offer, you want to be the first business that comes to mind. If you stay in front of them on a regular basis, you’re more likely to get the call or the sale when someone is ready to buy.
- Being consistent with your marketing efforts is itself attractive to potential customers. If you’re on schedule and steady with your own business, chances are you’ll bring those traits to your work with clients as well.
- Visibility also attracts affiliates, partners, and joint ventures. Not only are you seen as an expert by these people, too, but your effective and consistent marketing is seen as another benefit of working with you.
So now that you’re thoroughly convinced that visibility needs to be a key part of your marketing strategy, how do you accomplish it?
Decide what activities you want to do on a regular basis to be visible to your audience. These might include:
- article marketing
- Blog Talk Radio
- social media (Twitter, Facebook, LinkedIn, etc.)
- forum/list participation (Warrior Forum, New Coach Connection Yahoo group)
- video creation and distribution
- attending events
- hosting events
- free teleseminars
- live networking
- ezine publishing
- direct mail
- social bookmarking (Digg, Technorati, etc.)
- publishing a book
You may think of others. I suggest picking two or three that appeal to you and start doing them consistently. Once you’ve got your system in place, you can add in others.
If your chosen techniques include creating content, keep in mind that you can create one piece of content and re-purpose it in written, audio, and video formats. Once it’s created, you just need to distribute it.
The good news is that there are many tools and services that can help you with this if you want to do it yourself. I know many of you don’t want to spend the time to first learn and then implement all the techniques to effectively and efficiently use this visibility strategy for your business. So, in the next few weeks, I’ll be offering several different ways I can do it for you.
Whether you do it yourself or get help, your business need to be consistently visible. What’s your plan?