Is Your Business Invisible?

When I’m asked to consult for an existing business, the first thing I like to do is go and have a look at their existing website and social media. I have a tick-list I follow which has become ever more extensive over the years.

If yours is a big business with its own marketing and social media team, you'll be pretty good at not being totally invisible, especially if it’s in a niche that is ‘Instagram friendly’ like fashion or beauty, interiors and lifestyle. I can usually find some immediate ‘hidden gold’ nonetheless, even if it’s a broken discount code on their lead opt-in box. Or something that works on mobile but not desktop or vice versa.

However, if your business is not in one of those niches, I can usually find many ways you are leaving money on the table with your website or social media presence.

The problem is compounded by the ‘hidden traffic cost’ which works a bit like the ‘missed opportunity cost’.

You are not just leaving money on the table when it comes to the traffic that DOES visit your business website. You can double, triple or even 10x that amount when it comes to the traffic (also known as eyeballs) that does NOT visit because they have never heard of you, and do not find you when they search for the solution your business offers to their problem or pain.

One of my clients was an experienced and respected  radio producer who also occasionally trained corporates on great presenting well. To give you an idea of her calibre, she’s been recommended to Steven Bartlett’s Social Chain and while she was training his team, had her leg thoroughly licked by his bulldog but managed to carry on!

In her field, which was documentary and current affairs, she had won awards so she had plenty of the Authority I spoke of in my blog posts recently here and here. Her husband, incidentally, was much better known as he was a semi-pro sportsman and now worked for one of the big brands in radio.  He was also just transitioning to TV presenting in the sports arena so had a higher social media profile, but it was not much use to her as her goals were very different.

My client was very much behind the scenes being in production so had NO social media presence to speak of, and certainly no mailing list, although her website was surprisingly good.  Having said that, there was no lead capture mechanism and no reason for anyone to opt-in. All the calls to action were to get in touch via the Contact form.

She wanted to create a training course for all of those people she met who wanted to ‘get into radio’ or to move up the ladder, but who could not afford to work with her directly. 

She also wasn’t charging enough for the coaching she did undertake, had two small children and was stressed to the max, so we talked about 'going rates' for one-to-one coaching and we repriced that immediately. This enabled her to pay for more help at home which took some pressure off.

She also had some new programme ideas for the company her husband worked for, but didn’t want to lean on him to open the door for her. She knew who she needed to talk to and wanted to do that herself.

I took her through the concept of my ‘Be Everywhere Online’ challenge and, being a massive action taker, she got to work immediately.  I love those kind of clients!  She even let me record our coaching sessions over the 12 weeks and share that with my other clients.

She very swiftly produced the 12 short introductory videos I recommend along with the content and workbooks for her first course.  Although nervous, she started releasing them weekly on her profiles on Facebook, Instagram, Twitter and LinkedIn. She tasked her admin VA with getting an optin box on her website, leading to the series of videos she was releasing, as an email follow up package with a strong call-to-action.

The videos immediately got loads of views on social media, helped by the strategic paid ads boosting we did on Facebook.  

Incidentally, this is where I struck a common bit of resistance.  

This client was one of the ones who are convinced their ideal prospect - Head of Programming for a major TV station - are not on Facebook. I countered with my argument that even if he was not there to look at family pics or new grandchildren occasionally, his wife would be, and would spot my client’s talent and bring her husband’s attention to it.

You just never know who is watching out there and it could be someone in the orbit of your ideal future client. I often bring stuff to my kid’s attention by sharing if it’s relevant to their career, hobbies or interests.

My client very swiftly went from having about 100 contacts on Facebook and Instagram with only slightly more on LinkedIn, to having thousands of social media contacts in radio and tv, and she was rapidly building a mailing list of prospects for her ‘A Better Presenter’ training course, all getting follow up emails and watching her little videos on how to present better, both on and off radio.

When she finally plucked up the courage to call this Head Of Programming to pitch her ideas, she was put straight through, because he’d seen her videos online and knew who she was!  The funniest thing was that he was her husband’s Boss’s Boss and she never once had to use her family connection to open the doors.

As is often the way with these things, my client eventually came up with a great idea for her own brand and podcast, which she started on Amazon Skills, while she set up her own Facebook Page & Group.  I just checked, she’s got over 12 thousand members in her Group and has just celebrated 2400 plus days of a daily ‘shortcast’ as she calls her daily podcast.  This swiftly attracted one of the 'silverbacks' of podcast hosting and sponsorship and that's where she is today.

As I looked at her group, I see she was thanking her full-time producer in that post so she’s not doing the tech herself any more!

I’m not even sure how she is monetizing that brand nowadays apart from sponsorship - maybe that’s enough - but from what I see online, it’s all only working!

That’s not the only one of my clients who have had massive success with podcasts.  I’ve told you about Roger ‘Dodge’ Woodall’s story and he’d never even listened to a podcast before I told him about them and pointed him to a few great examples.

Both clients are great examples of what I call the ‘ripple in the pond’ effect.  When you start creating content, you never know exactly what is going to happen, but you sure know SOMETHING will.

But you have to get started.

If you would like me to check out your website and social media presence to see where I think you are leaving money on the table, or you would like to discuss content ideas for your business, just book in for a ‘Power Hour’ here.

I really love to talk to authors, experts, specialists and entrepreneurs.


Photo by James Haworth on Unsplash


Tags

attracting clients, attracting customers, business marketing, invisibility, invisible, online marketing, social media marketing


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