1. Understand your target audience

Before you start posting online this week, take the time to understand who your target audience actually is. Who are they? What do they like? Where do they hang out?

Think practically – you need to be visible on the digital spaces where your audience already hangs out. Maybe it’s a Facebook group? LinkedIn? Or Instagram? Find out.

Then you ask them a really simple question to get your visibility on the right track: what’s the number one thing they want to know from you? Understanding your target’s audience's questions and problems is key to adding value.

Give it time and pick one of the questions. Now go live explaining your answer. Maybe one of your clients was interested in how you first made money or someone who follows you wanted to know the biggest lesson you’ve learned. People will start to know you exist and you are on your way to visibility!

2. Focus on value posts, not just sales posts

Give value. I can’t stress this one enough, but people don’t just want to be sold to online. They want to see the value in following you, being part of your tribe. So show them your expertise, help them and make them understand that being part of your team is going to be a beneficial thing.

3. Get your secondary messaging sorted

You probably already do your primary messaging really well – the well known elevator pitch: what you do, who you do it for, and how you do it. Lots of people have this nailed already.

But what I often don’t see is secondary messaging. This is where you talk about what you stand for: your values, your beliefs, your take on the world. It’s where you show people who you are – not just what you do.

Here’s the truth: people don’t buy what you do. They buy why you do it. They buy into the kind of person you are. The market is likely full with people who do what you do already. So make sure your secondary messaging is clear and visible.

4. Show up as if you have already been cancelled

The next bit may feel scary but in order to stand out you cannot hold back on what you really think out of the fear of offending, upsetting, or annoying someone. Once you start treading on eggshells, you stop being you. You stop being honest. You dilute your thoughts, your message, your impact.

If you want to be a thought leader, you need to have actual thoughts. That means getting brave enough to say the things you really want to say (even if someone doesn’t like them).

You will never be liked by everyone – and you don’t need to be. Even the most seemingly vanilla content can offend someone.

And it’s OK if someone is offended by you. You can’t control how others react to your thoughts. Your secondary messaging needs to provoke a  reaction - something you believe in. If you stopped speaking your real feelings in case one person was annoyed you will soon end up saying nothing at all.

So talk as if you’ve already been cancelled. You don’t need everyone to like you. Those who agree with you will buy from you and it's very liberating too!

5. Take it offline

Finally, don’t forget about actually showing up in real life too. This is more and more relevant nowadays when everyone’s online inboxes are overflowing: nothing beats that real connection. Often they can last a lifetime. So take the opportunities to go and network at events or even better, be part of them.

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