The Why and How of Visibility

After a lot of self-reflection, I realized that typical outreach methods like LinkedIn connections, DMs, and social media posting didn’t work for me or bring in results.

Those can be effective strategies, but I either wasn’t willing to do them or couldn’t stick with them long enough to see returns.?

So I decided to double down on podcast guesting and speaking in communities instead.

Discovery vs. Relationship Platforms

For me, visibility is all about keeping it simple: one discovery platform, one relationship platform.

Discovery platforms are where people who don’t yet know you or your work can discover you. Think other people's podcasts, ads, social media, or YouTube —places where you “borrow” someone else's audience to find those who might be a fit for your content.

Relationship platforms are where you go deeper and stay engaged with those who are already interested—like email or a private community. This is your “owned” audience—direct access to people who genuinely want to hear from you, without relying on algorithms or other people's platforms.

By picking one of each, you can reach the right people without burning out. For me, podcasts and guest speaking are my primary discovery platforms, while email is my relationship hub.

Podcasting for Discovery

My SPI appearance once again proved just how effective guest speaking can be for connecting with the right audience. Here’s why podcasts have become my go-to discovery strategy:

• Reaching niche audiences who already care about my topic
• Building credibility by sharing actionable insights
• Longer engagement time that lets people get a true sense of what I offer and how I work

It’s Not That Simple

While guest speaking is my main focus, it’s rarely the only touchpoint.

Many customers find me through multiple channels. For example, they may have first seen a comment of mine in a Facebook group or a post in the SPI Pro community, then heard me on a podcast.

The goal isn’t to be everywhere—it’s to prioritize one primary discovery channel, but be active enough in other spaces to support those connections.

Email as a Relationship Hub

Once people hear me on a podcast, I invite them to grab a relevant lead magnet and join my email list—my owned audience. Email allows me to stay in touch and provide ongoing value over time.

Choosing Your Platforms

If you’re looking to boost visibility without overwhelm:

1. Pick one discovery platform to focus on consistently.
2. Build an owned audience through email to deepen connections and share valuable insights over time.

P.S. If you have any favorite podcasts or want to share your own approach to visibility, please comment and share!