When I was first building my coaching practice I worked hard to increase my visibility in a specific target market -- new entrepreneurs in the San Francisco Bay Area. The day I knew I had done it right was when I first heard these words from a prospective client: “I see your name everywhere!”

In the GET CLIENTS NOW!™ system, visibility is one of the three types of impact a service business owner should include in an overall marketing strategy. (The other two types are outreach and credibility. If you own the GET CLIENTS NOW! book, see Chapter 1.)

The most effective visibility strategies are those that combine visibility with either outreach or credibility. These strategies are Networking & Referral-Building, Public Speaking, and Writing & Publicity -- all more effective than advertising or promotion because they allow potential clients to get to know you, or they imply the endorsement of others.

To begin increasing your visibility, focus on one particular aspect first: personal, professional, or the newest brand of visibility -- virtual.

Personal visibility is based on being seen and heard. Using the strategy of Networking & Referral-Building, you attend meetings of organizations, meet people for coffee, lunch, or a running date, and call them to say hello. Your goal is simply to remind the people you speak with what you do, and that you are available to assist them or their referrals.

With a local business in a small town, you might be able to make the rounds of all the clubs and civic organizations there are, and stay in touch with most of the individuals considered to be centers of influence. But in the larger communities where most of us live, you'll need to focus on one specific target market in order to stay visible within it.

To gain more professional visibility, establish yourself as an expert. Use Networking & Referral-Building by volunteering for committees and other visible positions with the organizations you belong to. Organizations made up of colleagues build credibility and bring referrals. Groups which include prospective clients let them get to know you directly. Both types are valuable.

Employ the strategy of Public Speaking to be more visible to groups of clients and colleagues where you are not a member. To establish your expertise, only speak on those topics where you can truly shine.

You can expand your visibility beyond your local area with Writing & Publicity. If you are new to writing, try starting out with a simple "list" article, e.g. "Five Tips to Beating Procrastination." Getting others to give you publicity by writing about or interviewing you can also be easier than you think. (See my article "Making the News" at http://www.getclientsnow.com/april2000.htm .)

Even if you aren't yet an experienced writer, consider writing a book. Becoming an author can be the ultimate credibility-booster, and will bring you exposure in places that would otherwise be out of reach. You can always hire an editor or ghost-writer to help translate your expertise into book form.

Virtual visibility is my term for what is often called "web presence." If someone is looking for a business like yours on the Internet, how easily will they be able to find you? And how likely is it that they will find your competitors first?

To expand your business geographically, or attract more local customers in a web-savvy marketplace, virtual visibility may be the answer. Once you have a website, focus your attention on achieving higher rankings with search engines and directories, placing links on sites aimed at your customers, and participating in on-line forums -- NOT on advertising and promotion.

Internet marketing strategies all have their equivalents in traditional marketing, and many of the time-tested rules still apply. Banner ads and placement in shopping malls don't add credibility, and lack the personal touch that increases trust.

Networking & Referral-Building on the web means being active in email lists and bulletin boards where you show off your expertise by answering questions. Public Speaking consists of making yourself available for on-line chats. Writing articles and posting them on the website of others will attract more visitors. Sending the same articles in your own e-zine will do the same.

The opportunities for Publicity on the web are endless. Not only are there countless newsletters, magazines, newspapers, and now radio broadcasts, but thousands of search engines, directories and other web guides will feature your business for free. The key to inclusion and higher rankings is to make your site a source of information, not just an advertisement for your business.

If these ideas have inspired you to begin raising your visibility, remember my earlier words of advice and pick ONE aspect to start with -- personal, professional, or virtual -- and integrate it with your existing marketing plan.

Copyright © 2001, C.J. Hayden

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