Unpacking the True Objective of Visibility
The biggest inner thought about online visibility – “Is it really worth putting myself out there if I’m not seeing a lot of views on my videos, opens on my newsletters, or engagement on my social media posts?”
I get this question all the time.
We live in a world of immediate fulfillment. We want views, likes and comments. We want to know that our work is making a difference NOW.
I totally get it – when I open my Instagram account, the first thing I look at is my views.
I did a video yesterday about my Breakthrough Planner. I normally have hundreds of views on each of my videos – but when I checked this morning, I only had 12 views on this video.
I definitely felt that sinking feeling. I went straight back to being a 12-year-old girl wondering why nobody was coming to my party.
One of the downsides of consistent visibility is that you face rejection or the risk of rejection every day. It takes a lot of inner work to keep showing up.
This week I want to talk through some methods for dealing with that sinking feeling that no one is looking at your content.
In my RISE business system, videos, livestreams, newsletters, and social media are what I call exposure activities. They’re activities that give you exposure to people who have already seen you.
Let’s imagine that your business is a basketball arena. You’re on the court by yourself, with a crowd of people sitting in the bleachers. You’re trying to move people onto the court and get them to shoot a ball into the basket. Making a basket represents them joining one of your programs.
You can use offline marketing to invite people into your arena. When I say offline marketing, I mean in-person events that help you build relationships, like speaking gigs, sponsorships, and networking sessions.
When people enter your arena, they’re opting in to your free gift, joining your newsletter list, adding you on Facebook, and maybe checking out your Instagram account.
It’s important that when they first enter your arena they find exposure activities that allow them to connect with you, like newsletters, videos, livestreams, and social media posts. This is a way to keep building that relationship over time.
People enter your arena through an offline activity, and then you use a combination of different exposure activities to move them from the nosebleed section down to the middle seats and eventually onto the court.
You build relationships with people by consistently creating multiple points of contact.
If you are inconsistent with your newsletters, your livestreams and your videos, they’re not able to get to know you better – which means they’re unlikely to raise their hand the next time that you offer a program, product, or service.
So here’s how I like to think about it…
You’re not creating videos, newsletters, livestreams, social media posts, or any other visibility activity with the goal of attracting thousands and thousands of views.
It doesn’t matter whether you get 12 views, 50 views, or 3000 views.
What matters is consistently putting your message out there.
You are creating visibility content so that the people in the nosebleeds who are considering working with you can get to know you better.
This week, I invite you to embrace this new perspective in whatever marketing vehicle you use regularly – newsletters, videos, livestreams, social media, podcasts, events, etc.
Stop thinking that visibility is about getting the masses to notice you or becoming an influencer.
Instead, get visible and share your wisdom to start inviting more people into your arena. Watch as they move closer and closer to your court, to that basketball hoop, and to becoming a client.
Most importantly, enjoy the process – because visibility can be fun – but only if you let it.
