Are you fed-up struggling to get your business more visible online while other businesses make it seem so easy?

You’ve had enough of being invisible.

You want more eyeballs on your business so you can sell more, but sometimes it’s about what you’re not saying that’s the problem.  You could be missing vital steps that hold the key to your audience buzzing around your business like bees around honey and ready to buy from you.

Here’s 14 ways you can stop being ignored, swiped up so you can get increase your visibility and make it easier on yourself to sell more.

Create content your audience wants to read, listen to or watch 

There’s a quote by Peter Drucker.

The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.

This is where the content you create comes into its own. No need to feel icky when it comes to selling. Your content literally does it for you.

Ask yourself:

Are you sharing content they want to read, hear and watch? Avoid the trap of writing what you think they want, like or are interested in. 

Research your audience

Get around the tumbleweed, and spend some time ‘listening’ in to their conversations. What are they talking about that’s troubling them? What solutions are they looking for?

Then you create content that smacks them right between the eyeballs, and they’ll think you’re able to read their minds.

You’ll then hear squeals of joy as they announce, ‘How did they know that’s exactly what I was talking about the other day?’

Why not get on a research call with them and ask them questions?

Find out what’s going on for them, how that makes them feel, what it would mean to them if they no longer had their current problem.

 

Sound like a human

Ditch the robotic, telephone voice and sound like you, but without the techy speak. Your reader is going to be confused, bamboozled and bewildered if you do so remember to ditch the curse of knowledge. 

Also, there’s  something that  seems to happen to your brain when you sit down in front of the computer to write.

Our fingers can’t type as fast as our brains work or the words come out of our mouths.

You may find it easier to:

  • Write your content out using pen and paper and then type it up
  • Record your content so it sounds more conversational and get a VA to type it up for you
  • Type it up, and then leave it for a wee while. Pop off and do something else then come back to it with fresh eyes.
  • Read it out loud. Not only can you check if this sounds like you, but it’s great for spotting those random typos too.

This method to planning your content has you covered too.

It can be so easy to fall into the trap of saying the same stuff over and over again when you sell one thing.

Imagine your audience seeing the same type of content.

Mix it up and create excitement around what you do.

Talk to one person

It can be easy to create content and feel like you’re addressing lots of people at the same time.

The reality is your content is being consumed by one person.

Like you and me.

I’m talking you right now. You and I having a chat about why your business isn’t being seen and what you can do to put it right.

Notice how many times I mention you.  It’s a powerful word to use.

So when you’re reading back your content, be sure to be talking to one person at a time. (Even though you’re hoping thousands of eyeballs will come across it).

Here’s some ideas for how you can create interest throughout the year:

  • Create content that builds trust with your audience by answering their BIG questions. (Check out my blog How to create content that builds trust for more ideas).
  • Create blogs around a specific theme for your audience
  • Host an online Webinar
  • Host a challenge
  • Launch a podcast
  • Launch your YouTube channel
  • Launch your Facebook group
  • Launch a lead maget
  • Launch a limited time only lead magnet
  • Collaborate with another business for a new product/service or event

Tell your reader you know and understand their problems, fear, niggles, worries and conerns

People buy what solves a problem for them.

Let’s talk about drills. Stay with me.

Why do people buy a drill? Is it for the multiple drill bits, the handy-dandy case it comes it, the extendable flex or the flex-free option?

It’s none of the above. They buy a drill because they need a hole.

Be clear about what specific problem your product or service solves for them and how they can have the happy ending they’re after.

All those DIY adverts you see.  What does the room look like before and then after a quick lick of paint, new furniture, lighting and curtains. Hey Presto! The people in the ad are smiling again.

It’s done with food, holidays, cars, vacuum cleaners, hair care products and now your products or services.

Have a clear and compelling marketing message

Your audience is busy. Your audience is bombarded with a gazillion million messages a day so aim to get your point across.

  • Be understood
  • Be clear
  • Be succinct
  • Be memorable

Once you get clear on your message, you can use it to spread the word about what you do, it’s simple to remember so your audience remembers you more easily, which means your chances of them buying from you is increased.

It’s also the lynch-pin to the content you create. There’s a consistent theme that will stick with your audience.

Your audience is looking for two types of content.

  1. Content that answers questions to problems they have
  2. Content that answers their questions about your product or service

 

  1. Content that answers questions to problems they have

A great place to start for ideas is your inbox.

What’s the most common questions you get asked in there? Write them down.  Look at that! You’ve got content ideas already.

  1. Content that answers their questions about your product or service

What specific questions do they ask about your product or service?

Again, write them down and you’ve got more content ideas.

Be where your ideal client is looking for a solution their problem

If you’re putting an ad in the free local paper and your audience recycles it the minute it pops through their letter box, you’re wasting your time, effort and money.  

Chances are your audience isn’t looking for you there.

Appear, as if by magic, where they’re looking for you.

  • This may be via a search engine so make sure your website has the keywords they’ll type in when they’re looking for you.
  • If they’ll look for you on a social media platform – you’re there too.
  • If they’ll look for you at a networking event – you’re there too.

You get the idea.

 

Be where your ideal client is

They might not be looking for you in a particular place, but you know it’s where they hang out. So you just happen to be there too.  In a ‘fancy seeing you here’ kinda way.

The thing is your business relies on clients. That’s how you make money.

 

 

Build a relationship with your audience before you ask for the sale

When clients contact me to help them attract more clients, what I hear from them is they don’t understand why people aren’t buying.

They’ve used ads; they’ve posted about their product or service every day on social media  24/7 and still nothing.

People buy from people that they know, like and trust. People they have a relationship with.

And you can create and build a relationship when you :

Chat with your audience on social media

Commenting on their posts can be a great way to get eyeballs on you and for you to start a conversation with a potential client. 

Offer A Fab Freebie

Something of value your audience wants and over time you strengthen the relationship with the great content you send to their inbox.

Share Your Fab Content – Consistently

Write Blogs that your audience wants to read and be sure to include a call to action.

Become a video star and create videos for YouTube.

Turn Blogs into an audio for those that like to listen.

Repurpose your blog by turning it into social media posts.

Network

If your ideal client is at networking events – you kinda should be too.

Be Social

Social Media is a great way to reach your audience, so #StartTheChat.

  • Ask questions
  • Comment, like and share on pages they are interested in
  • Be in groups they’re in and chat with them. Offer advice and support

Share What You Know

Sounds bonkers giving what you know away for free, but when you do make them an offer to buy from you, they’ll imagine how much they’ll gain when they pay you.

 

Tweak, test and review your content

Even the big guys don’t get it right first time.

Proctor and Gamble nearly fell flat on their face when they launched Febreze. ‘Tis true!

They do so much research, hold focus groups and trialling of products you’d think they’d be successful with everything they do.

Not the case.

They did all the research and got hundreds of people to test it and then used what they’d discovered to create their advertising.

It launched. They sold some, but as the weeks went on their sales were hurtling towards zero. Stores had stock that wasn’t leaving the shelves.

They knew their product was fab.

What were they missing? Doing wrong?

They visited the households they had given the trial product to.  And one house stood out, for lots of reasons.

When the lady of the house opened the door, the smell hit them. One of the P&G guys was wretching. It was that bad.

Into the house they went. The house was very clean and very tidy. But the smell was overpowering.

The lady told them she had 9 cats and didn’t like to open the windows as the dust came in, making her house unclean.

So the P&G peeps asked her how she’d got on using Febreze. She told them she’d used it a few times, but stopped because she’d forgotten about it and it didn’t make a difference.

They were bamboozled. They knew this stuff was amazing and stopped horrible smells in their tracks.

Then the penny dropped! Clunk!

The people that needed this product the most didn’t believe they had a problem.

Back to the drawing board they went, revamped their marketing completely and bosh! They created another ‘must-have’ product.

Their product stayed the same. Their message changed and as a result their profits went through the roof!

Yes, P&G realised people didn’t know they’d gone ‘nose-blind’ and were no longer able to smell the smells in their home.

Present your content in different ways

There was a wee chat over on LinkedIn about video posts. Do you love them or hate them?

The chat was really interesting.

Some people devoured them, others bypassed them completely and some said if they don’t deliver within the first 2 minutes they’re off.

What some also included in the chat was their preferred way of consuming information.

Reading came out on top but even that was in a variety of formats. A full blown in-depth, meaty article or Blog with lots of detail, bullet points or a summary were some of the variations mentioned.

Some preferred to listen to content. They liked to have something to listen to walking the dog, sitting in traffic jams or during they’re bus journey into work.

Some liked a combination of pictures and words and mentioned how they found slide-share a great source of easy to digest content.

How can you mix-up the format of your content for your reader?

Give your content a reason or a purpose for being created by you in the first place

Specify what you want your content to achieve for you.  Then you can use these goals to plan out what actions you’re going to take with that particular piece of content.

  • Is it to be informative?
  • Is it to be humorous?
  • Is it to be a call to action?
  • Is it to ask for shares?
  • Is it to ask for comments?
  • Is it to build your list?
  • Is it to announce an event?

Ask for the sale

Many business owners are fab at creating really good content, they’re really engaging and they’re great at giving help and support.

But…

They don’t ask for the sale. They don’t offer their product or service.

The thing is your audience expects you to offer your products for them to buy.

Being shy and hoping they’ll find their own way to your sales pages on your website doesn’t work.

Instead add a call to action.

For call to action ideas check out my blog 

Let’s wrap up

Becoming visible can take time but by using some of these ideas you’ll start to get noticed. 

THE MONDAY MORNING MARKETING MEMO

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