By C.J. Hayden, Contributing Editor
When I was first building my coaching practice, I worked hard to increase my visibility in a specific target market — self-employed professionals 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!"
Triple Impact
Visibility is one of the three different types of impact an independent professional must address in his or her overall marketing plan.
Visibility-based strategies are designed to attract clients and encourage them to make contact, while strategies based on outreach (the second type of impact) require that you be the one who initiates the contact.
The third type of impact you need is credibility, which works hand-in-hand with visibility to boost your image in the eyes of your market niche. Higher credibility further motivates clients to pick up the phone or sit down at the keyboard, and get in touch with you.
The most effective visibility strategies are those that combine the impact of visibility with either outreach or credibility. These combination strategies fall into three general categories: networking and referral building, public speaking, and writing and publicity. All of these are more effective than visibility-only strategies like advertising or promotional events because they allow potential clients to get to know you, and they often imply the endorsement of others.
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