How to Create a Visibility Plan for Your Online Business

Feb 28

Creating a visibility plan that gets you seen, heard, and paid is so incredibly important for your online business. Yet, so many entrepreneurs get stuck when they enter the visibility or marketing phase.

And, as I shared in this post we know that without marketing, your business is not going to reach its full potential.

We see this when entrepreneurs build websites and receive no traffic.
Create an offer and make no sales.
Work for years, but never see the growth they deserve.

All of these elements, and more require marketing (aka getting visible)!

I’ve been marketing online and teaching my clients sustainable marketing for over 8 years now, and one of the things I specialize in is a multi-channel marketing approach, centered around repurposing, and search engine optimization.

As a Brand Strategist, my goal is to help you create a visibility plan that gets your brand noticed and paid online. If you're looking to establish your presence online without solely relying on social media, this comprehensive guide will walk you through the essential steps to create a visibility plan that can drive leads and sales for your business.

This visibility plan is focused on big-picture, long-term success. Think of it as a roadmap. Don’t try to tackle all of this at once, rather start with part one for 30 days and after the first month add on the next part. Continue doing this until you have all the pieces working together.

This blog post is also featured on my YouTube channel. To watch the full video head here.

Visibility Plan Foundation: Understanding Your Audience

The foundation of an effective visibility plan lies in understanding what your audience truly needs from you.

It's important to create a variety of content tailored to different stages of the customer journey—from those just identifying their problems to those ready to make a purchase. I dive deeper into the Customer Buying Journey in this post here.

Educational content, despite what others might be saying online, is a powerful way to build trust and position yourself as an expert. It’s fundamental when thinking of the Client Buying Journey and supporting your clients at various stages. Educational content also builds authority, making you a trusted solution for your ideal customer.

Two tools I highly recommend for content research are Answer the Public and Ubersuggest. These tools help you discover what your audience is searching for, providing a wealth of content ideas based on actual search data. They are also incredibly useful when optimizing for SEO something we’ll talk about a little later.

Creating a 90-Day Content Plan

Now that you have a list of content ideas, it's time to organize them into a 90-day content plan.

Remember, we’re no longer focused on coming up with a new topic every single day, since we’re no longer focused on just social media, so there are only 12 topics for you to plan out.

Choose 12 topics to focus on, considering any seasonal things, trends, or upcoming launches. This focused approach allows you to deliver quality content consistently without overwhelming yourself with having to create new content every single day.

Want to learn my entire content planning process, including content research? Check out the 90-Day Content Blueprint here.

Visibility Plan Part One: Choosing Your Core Content

Decide on your core content format: a podcast or a video. Both have their advantages, but ultimately, choose the format that aligns with your strengths and preferences.

Remember, you only need to produce one piece of core content each week. But, you’ll want to focus on long-form content here because it will make repurposing your content to multiple platforms easier.

If you choose to start with a podcast, consider adding a video element after 30 days. Recording a video version of your podcast can greatly expand your reach, especially if you utilize platforms like YouTube, which functions as a search engine. It will also give you additional video content to repurpose.

If you have the capacity to start with video content, you can choose to create pre-recorded content for YouTube. This again, can later be repurposed to a podcast by stripping the audio.

For our purposes today, we’re going to use a weekly podcast as our core content.

Visibility Plan Part Two: Video Content

After you get into the habit of creating and distributing your weekly podcast content, it’s time to add in the video element.

A great tool to distribute your podcast content (audio only) is Libsyn. Libsyn allows you to easily push it out to the top podcasting platforms each week.

Now, the goal is to add the video element which we will distribute on YouTube. YouTube is a search engine so not only is your content discoverable by new people, but it will also continue performing for years to come.

To easily edit your video content, I suggest a tool called Descript. This video was edited in Descript!

Visibility Plan Part Three: Blogging and SEO

Your core content should also be repurposed and featured on your website as blog posts.

Now that you have an audio recording you can easily turn that into a blog post thanks to AI tools like Descript. The best part is that it’s taking your original content and turning it into a blog post, which is such an authentic way to use these amazing tools.

Simply add your recording to Descript and ask their AI tool to give you a blog post. Within minutes, you’ll have content that you can minimally edit and add to your website.

At this stage, you want to be sure and optimize your blog for search engines to attract organic traffic. By optimizing your content, you’re improving your odds of being discovered on another platform. Google is an amazing resource for driving organic, free traffic to your website.

Fun fact: This blog post was originally published in 2018, and started ranking higher in 2024. So we updated it with fresh content which Google loves!

Learn more about SEO research and optimizing your account in SEO Bootcamp. Details can be found here.

Visibility Plan Part Four: Leveraging Pinterest

Pinterest can be a game-changer for driving traffic to your website. It operates like a search engine, providing evergreen content that continues to attract visitors long after it's posted.

You already have everything you need to start showing up on Pinterest and driving traffic to your blog post, and even to your YouTube videos if you choose.

Pinterest relies heavily on keyword research, optimization like your blog, and visually appealing graphics. Use Canva to create visually appealing pins and schedule them directly on the Pinterest platform.

I continuously get traffic from Pinterest years after my original content is created and added to the platform. So, even if I’m not creating anything new I know I’m still getting my brand seen.

I’ve been on Pinterest for eight years now and help my clients create stellar Pinterest strategies as well. I’ve bundled up everything I teach inside my course Pinterest Mastery. Learn more here.

Visibility Plan Part Five: Utilizing Short-Form Video

Short-form videos are incredibly effective for building trust and reaching new audiences. You can use these types of videos to enhance your content on Pinterest, and YouTube Shorts. So even if you don’t want to show up on social media, you can still elevate your marketing strategy.

However, they also make amazing pieces of content for social media where you’re creating more of a profile of your work. Tools like Opus Clip Pro can help you create multiple short clips from your longer videos efficiently.

All you have to do is add your YouTube link or upload a video and let AI work its magic.

Visibility Plan Part Six: Social Media Marketing

Remember what I said earlier about using social media to nurture your existing audience? This is where your core content makes that 100x easier.

Simply take your blog post or transcript and pop it into an AI tool like ChatGPT. Ask ChatGPT to help you write a few social media posts from this content, ask it to create a carousel, or give you Reel ideas. Within minutes, which includes a little tweaking cause ChatGPT loves to take liberties, you’ll have social media ideas.

Pair these ideas with your short-form videos and consistency on social media becomes a breeze!

Visibility Plan Part Seven: Nurturing Your Email List

As we’re building our brand awareness, we can’t forget to show up for the people who have said yes to hearing from us. Your email list is a valuable resource and we want to be sure to share our core content with them every week.

This can be an excellent way to nurture your audience, showcase authority, and support them through the Customer Buying Journey. Simply sending a weekly newsletter with a link to your core content works like a charm.

If you need a little support in growing your email list via a freebie and funnel, then check out Funnel in a Weekend where I show you how to do it all in just 3 days.

Visibility Plan Part Eight: Incorporating Public Relations (PR)

Once you've established a strong base of content, it's time to explore PR opportunities.

With a background in PR, I can tell you this is the secret weapon that not enough entrepreneurs are utilizing. A robust portfolio of blog posts, videos, and podcasts will make it easier to pitch yourself for interviews and collaborations, expanding your reach even further.

When you’re featured on someone else’s channel you’re reaching a new audience every single time. Not to mention the credibility of being invited into someone’s business is huge, and can lead to much higher conversion rates for you.

Inside my membership at Brandmerry Academy, I teach my clients how to approach PR Marketing, along with all the other stages of the visibility plan mentioned above. Learn more about the Academy at brandmerry.com/academy.

CONCLUSION

Creating a visibility plan may seem overwhelming at first, but by breaking it down into manageable phases, you can build a multifaceted approach to get your brand noticed.

Whether you focus on SEO, Pinterest, or expanding into video content, each step brings you closer to a comprehensive and sustainable visibility plan.

The goal here is to feature your content on platforms that work for you, for years to come and utilize tools and strategy to make sure you’re not spending all of your time creating content.

Take it one step at a time and watch how your results improve!

Ready to take your visibility and marketing plan to the next level? Tired of relying on social media and intrigued, but slightly overwhelmed, with SEO, Pinterest, YouTube, Blogging, List Building, and more?

Brandmerry Academy was made just for you! My signature membership will give you access to all of my top courses to help you build a brand and get it seen and paid consistently.

Get more details at brandmerry.com/academy