How do you get in front of the right audience as a service provider? And how is it different from most businesses who are looking for a large volume of transactions?
Today we are talking about a critical component of business: visibility. We will explain why visibility looks different for service providers rather than anyone else.
What is Visibility
Visibility is the practice or art of getting eyes on your brand, service, or product. Visibility brings the people to you, and then marketing deepens the relationship and moves them closer to a sale.
“Marketing and visibility work in tandem.”
The practice of visibility is one that every business owner shares, but visibility as a service provider is going to look a bit different.
Most service providers don’t need dozens of clients at one time, so we can adjust the amount of visibility and type of visibility that we are going to use to establish our business. The volume of eyes on you and your brand is a whole lot less than someone needing a lot of sales and transactions. You don’t need a ton of people so there is no need to cast a net that is going to bring in thousands of leads.
“Because you are selling a service, your delivery is of utmost importance.”
As a service provider the delivery is the differentiator, so consider visibility mechanisms that allow the viewer to get to know you as a person.
- Share your story
- Communicate your values
- Highlight client results
When coming up with a visibility plan, think of where your audience hangs out. How can you get in front of them?
Make a list of ways and places where you think your market would find you.
- Where are they?
- What do they do?
- Where do they learn?
Then prioritize them in the order of ease of you; what can you implement as fast as possible?
Resist the urge for perfection, and consider a layering effect. Implement one method and work it to the point you can batch it. Then add another and repeat. You may want to take one or two days a month and work specifically on visibility.
- Batch reels
- Batch podcast content
- Social media planning
- Podcast guest prospecting
The ways I was visible when I was targeting 5 & 6 figure business owners were:
- Blogging with good SEO
- Facebook and Pinterest
- Short video trainings on Facebook page
“You want them to get to know you and the difference you make inside of a business.”
When I shifted to bigger 7-figure markets, my visibility plans changed as well:
- Networking events
- Podcast hosting and guesting
“Visibility is going to change. The one constant that should not change is the way that you deliver for your people.”
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