Visibility Tips for Creative Entrepreneurs: How to show up online during times of uncertainty

As a sales expert, I am kind of obsessed with helping creative business owners find the level of online visibility that feels great to them and gets them noticed by more of their ideal clients.

In fact, over the past 7 years in business, I’ve come to realise that helping other business owners overcome their fears about showing up online is one of my superpowers!

If you’re reading this, something you’re probably struggling with is not knowing how to connect with your ideal clients on social media, during a media storm, collective grieving or global event. So I’ve put together a super simple list of ways you can connect with your audience in a way that feels good to you.

*I originally wrote this post during the global pandemic - but what I share here is still relevant for those moments in time (which seem to be ever increasing) when there is a global event or collective grievance that affects us all, no matter where we are and what we’re doing.

It’s worth pointing out before I begin, that when it comes to social media, the goal really is simple: to stay sociable. So many people get wrapped up in the comparison game, vanity metrics and chasing down audience size, but that’s all a distraction from the main aim: JUST BE SOCIAL.

That’s it! Simple, right?

Community has never been more important than it is right now, so by showing up consistently whether that’s on Stories or on the grid, responding to comments and DMs and engaging in hashtags that are relevant for your business, your community will build naturally and it will be just the right community for you.

My top tips for showing up, and staying visible on social media:

Remember that your energy is infectious!

Set your intention before you go online. Whether you’re going to do a Facebook Live, an Instagram Live, talking on Stories, sending an email, or whatever it is, how do you want to make people FEEL? If you’re showing up with a feeling of confidence and energy - your audience will feel that and take that on.

It’s a given that you’re bound to be having low points and dips in energy during a time of uncertainty, but inciting fear and panic isn’t going to help your audience, so it’s probably a good idea to take those feelings to WhatsApp and off the more mainstream social media.

Have compassion for your audience

Any personal brand business is centred on building relationships with our audience, our clients and our network. There is so much we can do to tell our communities we understand how they are feeling and to offer support.

Start conversations, be supportive, and provide value to the people who look to you for this!

Meet your people where they are and provide solutions based on what they say

If you aren’t sure what to post, use your social media channels to ask them! Simple. It’s OK to pivot or to respond to your client needs. This isn’t a normal situation, so anything you can do to help your people through it will be hugely appreciated. And, continuing to build strong relationships can only be a good thing for the longer term.

Don’t hide your offers away

There seems to be an assumption that it’s “wrong” to sell when there’s a global crisis or event. If you don’t want to sell during these times, that’s absolutely fine. But if you DO want to sell, that’s absolutely fine too!

Keep in mind that there are people in your audience who are looking to you to help them, whether that’s via existing offers or something new that you can provide. Now is not the time to shut down and hide, because in doing so you are taking away their option to benefit from what you have.

My personal favourite: edutainment!

I am always a huge advocate of keeping things positive, light and where possible, entertaining, but now more than ever (so long as it suits your brand).

Lighten the tone, find positive things to talk about, and overall be make what you’re saying entertaining! Share those comedy memes, spread the love! We all crave escapism, and this helps people to get to know you better. We want GOOD news stories, great results, comedy moments from behind the scenes…the list goes on!

Check in with your business messaging

Now is as good a time as any to check in with your values, mission and what you are aiming to do.

What excites you the most about your job, and how can you reflect that in your social media presence over the coming weeks and months? If anything has changed, can you reposition yourself so that you can focus more on your favourite elements, while still helping people?

Don’t get bogged down by trying to make things perfect

Nobody has a rule book for these kind of situations. Offer support and value, try out new things, and show up consistently for the community you have built. If you can just help one person feel calmer, then what you’re doing is worthwhile.

When you’re going through a time of uncertainty it’s always going to be a tough season, but you’ll come through it, and when you do, having an engaged audience will be something you’ll be so glad you maintained. This is an opportunity for you to foster deeper connections, build meaningful relationships and show you’re committed to helping your community through even the most challenging situations. You’ll be so glad you did!

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