This blog is going to divide opinions and you may not like what I’m about to say, especially if you’ve bought into the hype around visibility and what it can do for your business, so keep an open mind and hear me out….
‘BE MORE VISIBLE’
Until the pandemic hit in 2020 I’d never heard the word ‘visibility’ used so many times. (You could argue that it was a direct result of the network of people around me – and you wouldn’t be wrong!)
It made me realise how quickly people can be influenced by the words they hear over and over again on a regular basis, over a certain period of time.
Aside from that – the point of this blog is to dissect why I have an issue with the overuse of the word ‘visibility’.
You see, in *most* situations, the term is being overused by people who are promoting a product or service that will help you improve, or increase your ‘visibility’. They state that you need to be ‘more visible’ in order to grow your business.
And while they’re not wrong, they’re also not divulging the context in which you need to focus on visibility.
Being ‘visible’ isn’t what grows your business – it’s what you’re saying, who you’re saying it to and where you’re saying it.
LET’S BREAK IT DOWN
Being visible refers to being seen
The notion that you need to be seen by more people to grow your business is correct, but it’s actually what you’re saying that creates impact and helps you to grow your business.
So, what are you saying?
🤔 Is what you’re saying attracting the right customers and clients into your business?
🤔 Are you saying it in the places where those customers and clients are hanging out?
🤔 What is the purpose of what you’re saying?
🤔 What’s the purpose of saying what you’re saying to the people you’re saying it to and the channels you’re using to say it?
As an example: if my clients are predominantly female founders, then running a free masterclass in a membership group full of guys isn’t going to generate the results that I need. They’re the wrong audience.
Likewise, if I’m a personal trainer specialising in post-pregnancy health and fitness, there’s no point in me using Snapchat as part of my communications strategy if most Snapchat users are teenagers, who don’t yet need post-pregnancy health and fitness services. They’re also the wrong audience.
Where you show up (and what you’re saying) has far more impact on your visibility than simply showing up for the sake of being visible.
SO WHAT CAN YOU DO ABOUT IT?
Once you know who your customers and clients are, and you know what you want to communicate with them, then you can delve deeper into where you need to be ‘seen’ in order to get in front of them and make an impression on them.
❓Are they using social media? If so, which channels are they using?
❓If you know which channels they’re using, do you know what types of content they engage in the most? Is it carousel posts, is it video content, is it image-led, is it long-form copy?
❓Are they searching for specific keywords online? If so, what are those keywords and which platforms are they using to search for those keywords? Is it Google or is it Pinterest?
❓If you go to Google or Pinterest and type in those keywords, what else pops up? Where else does it take you?
❓If online news articles pop up, which outlets are covering those topics?
❓If blogs pop up, who is writing content for those blogs? What does the content cover?
Essentially, ‘being visible’ isn’t just about being seen, it’s about being seen in the right places, by the right audience, with the right message.
BE STRATEGIC
There’s another misconception I’d like to explore and that’s specifically around where you’re being seen, as it’s easy to fall into the trap of believing that your ideal customers and clients are everywhere.
‘Everywhere’ is a pretty big place – it’s very broad, which means it’s going to be harder for you to get your message across to the right people, because you’re casting your net too wide. Instead, start with one or two channels and then expand into others.
For me, my corporate clients aren’t scrolling through Facebook or Instagram to search for PR support, yet they are on LinkedIn. So, I focus most of my time creating content on LinkedIn to increase my chances of being found, but also so that there’s content for CEOs to read as part of their due diligence process.
My entrepreneurial audience on the other hand is using Facebook and Instagram, which is where I’ll share content to help them, educate them and inspire them.
However, as you can probably imagine, I’m not just focussing on social media to raise my profile and build my credibility.
IT’S SOCIAL MEDIA, NOT CREDIBILITY MEDIA
Social media is great for being social; sharing opinions and connecting with others, but to stand out as an expert or a thought leader, you need to be tapping into the power and potency of PR.
I haven’t built my reputation by relying on social media channels to do the hard work for me, I’ve built my reputation by sharing my views, opinions and expertise in the media outlets that are consumed by my ideal customers and clients (if you Google my name you’ll see pages of articles that I’ve been featured in- there are too many to share here)
I’ve then shared my media coverage across my social media channels to further leverage my reach and also demonstrate to my social media followers that I’m the one with the solution to their problems.
PURPOSE + POTENTIAL = POTENCY
I’ve been in business for 11 years this year and have been in the PR industry for 23 years (if you include my 3-year degree). Within that time, countless numbers of new platforms and channels have popped up, each giving us the opportunity to share our message with a wider audience, to attract people into our business.
But the only way you’re going to achieve the results you want, is by understanding your purpose, tapping into your potential and becoming magnetic to your ideal customers and clients (as well as journalists, TV producers and podcast hosts)
Visibility will only get you so far – it’s your vision, your mission and the tactics you use that will take you from ‘being seen’ to being fully booked (or expanding your business, or whatever your end goal is)
It’s how you communicate and the platforms you use to communicate that message that will improve your sales and increase revenue and profit.
So while I’m not completely against the word ‘visibility’ I am very mindful of how it’s being used to coerce people into buying into something that’s not actually going to solve the problem they have.
RAISE YOUR PROFILE TO BUILD YOUR REPUTATION
When it comes to PR and being featured in the press, it’s never been about ‘visibility’. It’s not a term that we ever used (and to be honest if I have used it, it’s because I’ve lost my head momentarily and got swept up in the hype! 😱)
For PR professionals, our focus is on helping you to:
✅ Raise your profile
✅ Build brand awareness
✅ Cement your position as an expert in your industry.
To do that, you have to tap into the opportunities that will help you stand out in a crowded market.
Posting on social media isn’t going to cut it when every other person in your industry is doing the same. If you really want to create impact, you need to do the things that other people aren’t prepared to do. As a business owner, it all boils down to being featured in the press.
Not sure what level of PR support you need? Then schedule a free Growth Audit with me and I’ll take a look at where you are now and how PR can help you move closer to where you want to be.
You can access my online diary here
