Do people know who you are and what your business does?

How’s business going at the moment? It’s a question that can make you wobble. Erm, yeah busy, you reply, while thinking you wish you had more money in your business bank account. A fundamental question for any coach or consultant is: do people know who you are and what your business does?

You’re not alone if the answer is ‘no’. Small business owner statistics from a survey of more than 1000 people released by Andrew and Pete this week show that:

 

  • 32.4% said, ‘no-one really knows who I am or what I offer’
  • 57% responded, ‘I have some market visibility but I want more’

 

That’s nearly 90%! 😮

You don’t need me to tell you that if nobody knows who you are they can’t buy from you. And if people know you but don’t know what you do, they won’t come to you when they need your services.

 

Have you ever had someone you know tell you they are working with someone else on exactly the issue you could help them with? Galling isn’t it?

 

So what can you do?

Get clear on what you want to be known for

You want to stand out from the crowd. What is it about you that you want people to remember? You want people to be able to say what you do in one sentence. It should be easy for them to understand so they know if they need you – and can tell others when asked for recommendations.

Andrew and Pete being interviewed by Ali Spillane
Andrew and Pete being interviewed by Ali Spillane. Photo by Tara Torrens

Think of all the ways you could get that information into the world

It’s no good being a hidden expert. You might feel awkward talking about yourself (most people do, including me) but if you’re going to get clients, you need to do it. How could you spread the word?

7 places to share who you are and what you do

1. Your website homepage

If you have a website then when someone lands on it, it needs to be clear to them what you offer. And that offer needs to be appealing.

 

Your website visitors should read the words at the top of your homepage and know immediately that they have found someone useful. If they think you’re not what they’re looking for they will pop off again. You want them to stick around.

 

Tip: If your homepage currently says ‘welcome’ at the top, you are wasting valuable space. Replace it with a phrase that reflects why they are searching for someone like you.

Rachel Extance typing on a laptop

2. Your about page

You want a well-written ‘about’ page which shows your potential clients that you have the knowledge and expertise to help them. They also want to know that you are someone they are going to get along with. They are looking for reassurance.

3. Your services

Each of your services needs a sales page so that people can get the information they need to decide whether to buy from you. And you want to share those services to a wider audience. Don’t assume that because you have put up a website, people are going to come flocking to it. You need to bring people to you. Which brings me on to…

4. Your blog

Use your blog to attract visitors to your website. There are many benefits of blogging for business and a key one is the ability to attract traffic organically, that means you are not paying to bring people in through advertising. When you write articles which answer people’s questions and which they find engaging, you build an audience of people who like you and what you do.

 

You can use your blog to help people at different stages of the customer journey. Not everyone who comes to your website is going to go to one of your sales pages and buy your service immediately. But you can use your articles to tell them more about what you do, how you do it, and show them that you are the person they want to work with.

So many people overlook blogging when it is an effective sales tool for your business.

 

Andrew and Pete’s small business owner survey found that:

  • 2.5% of respondents didn’t create any content
  • 30.2% only create ‘minimum’ content
  • 49% said they try to create content but they are not consistent

Don’t like writing? Then record videos and put them on Youtube or create a podcast. You can then use these for your blog. Embed them or link to them and write show notes which can go on your website. It’s another way for people to find you alongside Youtube or their favourite podcast provider.

Chart showing answers to the question, Do you create regular and consultant content?

5. Email

When people come to your website, encourage them to join your email list. Give them a good reason to. Is there a free resource you could share? What would they find useful to get them started with what you help them with? Then use your emails to build a relationship with your subscribers.

 

A good resource if you’re getting started with email marketing is the Email Marketing Heroes Podcast from Rob and Kennedy.

6. LinkedIn

If you are a coach or consultant, particularly if you are in the B2B space, your clients are likely to be on LinkedIn.

 

Write a good headline for your profile which shares what you want to be found for. This should be keyword optimised, which means: use the word or phrase that someone would type into the search box to find someone like you.

 

Make sure your LinkedIn profile is up to date and does a good job of introducing you. Why should someone want you in their network? What can you help them with? What do you talk about on LinkedIn that interests them?

 

Write posts on LinkedIn. Did you know that 95% of people on LinkedIn never write a post? So just by writing something you will be more visible than the majority of people on the platform. You don’t have to post every day. One or two times a week will be fine. Write about what you want to be found for and share stories so people can get to know you.

Don’t just post and log off though. Look for people to talk to. Comment on other people’s posts and join in the conversations happening in the comments.

 

If you’d like help getting to grips with LinkedIn check out Louise Brogan’s Youtube channel.

Louise Brogan urges people to Be More BRUCE on LinkedIn
Louise Brogan speaking about LinkedIn at Kickstart Dublin. Photo by Tara Torrens

7. Going to events

Business events are a great way to meet people, build relationships and start collaborating. Social media is useful but there’s nothing quite like meeting people in real life. If someone you know online is going to an event that interests you then arrange to meet up with them. It makes it much less scary.

 

You can share your LinkedIn QR code with new people you meet so they can connect with you immediately. A top tip my friend Susanna Reay shared with me is to then message them to say hello and mention where you met so you both know who each other is later.

Would you like help to raise your visibility and get your content marketing done?

I work with coaches and consultants who struggle to turn their ideas into words which make it easy for people to see the value of their work. I offer practical support and guidance to create original content marketing which really says something and resonates with your perfect clients.

When you work with me you will follow my IMPACT Pathway.

Individual – knowing who you are, who you serve, and what stories you can tell about your work that let people get to know you on your terms.

Message – what do you want to be known for? We work together to create a content strategy which brings together the key content themes in your business and then develop articles for your blog which attract your perfect clients.

Presence – are you showing up in the right places? We work on raising your visibility.

Action – you get accountability to take the action you need, whether that’s writing a blog post or launching a new offer.

Copy – are your sales pages up to date? Do you have brochures for your signature offers? Do you need a speaker bio or one for your book? Are you emailing your list?

Tactics – how you keep all the plates spinning effectively.

If you are one of the 89% of small business owners who feels not enough people know who you are, and the 81.7% who don’t create content consistently then get in touch with me.

If you haven’t already, you could start by joining my email list. I share tips on how to talk about your business without feeling icky.

 

When you’re ready, I offer content planning sessions and content marketing workshops.

 

If content marketing is all new to you, then Rachel’s Writing Club will help you make sense of it and get known for what you do at the same time.

 

Andrew and Pete found that 82% of people who described themselves as happy with the growth of their business had some level of accountability. That’s just one of the benefits of working with me.

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Rachel Extance

Rachel Extance

Award-winning journalist and blogger. I help service-based business owners communicate who they are, what they do, and why. If you struggle to talk about yourself on your website or your content marketing, get in touch with me.

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The information contained above is provided for information purposes only. The contents of this article are not intended to amount to advice and you should not rely on any of the contents of this article. Professional advice should be obtained before taking or refraining from taking any action as a result of the contents of this article. The Story Cave Ltd disclaims all liability and responsibility arising from any reliance placed on any of the contents of this article.