The online world is pretty fast paced and hectic. Each day there is a bombardment of marketing messages and communications. So be aware – whatever you put out there is adding to the noise.
It’s your job to make sure what you put out is not just purposeless noise but well designed messages that capture the attention of the peeps you want to reach – your ideal clients!
There are a bazillion ways and forms you can communicate online. You may choose to blog, be active on social media, podcast, publish youtube videos, write ebooks, and the list goes on. Plus of course there is your website where often you bring people back to from the other channels.
Below I share five keys to help you communicate online in a way that actually gets attention. And attention from the right people – your ideal clients!
Key One – Be Not Afraid
The biggest obstacle to producing content and communicating online in a way that gets attention is fear.
You see, fear keeps many an online entrepreneur producing ‘safe’ and usually ‘boring’ content. Believe me I’ve produced my fair share of boring content because I was afraid to be bold, to be opinionated, to break the rules, to tell my truths.
Perhaps you can relate to some of these fears…
Fear of people not liking your content.
Fear of criticism.
Fear of you not being good enough.
Fear of getting it wrong.
Fear that your content is not good enough.
Or in other words: False Evidence Appearing Real
Fear in this case, comes from our beliefs and our interpretation of what is possible or not possible.
We are believing only ourselves and what we know. And what makes it even worse is we are believing things we tell ourselves that may not even be true. So our fear may be based on telling ourselves lies.
The fear is holding you back and it will continue to do so, as long as you allow it.
So it’s TIME to get out of your comfort zone. As I heard Darren Rowse say at a ProBlogger event “Getting out of your comfort zone is where sparks fly” – oh this is so true!
Yep, you have to get out of your comfort zone when it comes to your online communications. Take a look at successful online entrepreneurs that you take notice of (that have YOUR attention). Without fail they have pushed through fear and they are communicating boldly in their own way, right?
It is time to create content that is maybe just a little bit scary to put out there. Or a lot scary is even better. Stretch yourself. Put it out there. Communicate in a way that you really really want to.
Even when it is scary to share your content and communicate boldly you CAN do it. Even when you worry that people will not like it you CAN still communicate your truth.
So when I say be not afraid I really mean don’t let the fear control you. Your work has meaning. You know in your heart what you are here to share. So do it.
Write that blog post. Send that email. Publish that video. Make that comment. Share your opinion. Say what you feel. Say what you think. Do it your way.
I’m not saying it will be easy. But I am saying it is essential if you want to get attention in today’s online world.
Seriously, what’s the worst that can happen? And what’s the BEST that can happen? Take action on achieving that best!
Lesson Two – Be Consistent
In the online world we sometimes see or hear success stories of entrepreneurs making it big in what appears to be a very short time frame. This is so similar to how we see movie stars appear to ‘make it’ overnight when in reality they’ve been plugging away at their craft for years.
It takes time to build your business, get clarity on your offers, communicate effectively, grow your audience, and breakthrough your own beliefs and saboteurs. For most of us it takes years to get established, to break through our barriers to success and to reach our goals.
If you want to make it online you have to take consistent courageous action and keep putting yourself and your content out there!
Do so with passion AS IF you already have a big audience. Communicate as you intend to be.
However you choose to communicate with your audience and spread your message online, whether that be blogging, social media, email marketing, video, podcasting…. decide your method and GET VISIBLE on a consistent basis.
There are thousands of blogs, podcasts, youtube channels, facebook pages and twitter accounts left stranded, probably every month. Many entrepreneurs just give up without really giving their all. They go looking for another shiny object thinking the answer is somewhere else. It’s usually not.
It’s up to you.
Online business success truly does require consistent action and full belief in what you are creating.
Don’t give up!
Lesson Three – Be YOU
In this overcrowded jumble of an online world you really gotta just do YOU!
“Be who you are and say what you mean. Because those who mind don’t matter and those who matter don’t mind!” Dr Seuss
I’m sure you’ve heard this statement/quote before but it’s one of my favourites. And this applies especially online.
When you are true to you in your online communications you become a mirror to your ideal client.
And you touch their heart, not just their head.
How could this apply to you and your business?
Are you sharing enough to really allow your ideal clients and readers to get to know you and to CONNECT with you.
By the way it’s totally ok if some people don’t like what you share. They will never become your client or your friend. But in being true and communicating authentically as you, you will be giving the right people much more solid way to connect deeply with you.
And connection online is critical if you want your audience to stick around for more, to come back again or to subscribe to be in your world. AND especially if you want people to take action and buy from you, either now or later. You MUST connect on a deep level.
Another thing I’ve noticed is that success can come quickly even after being in business for many years based on this key lesson alone. I’ve heard several stories and know personally a few entrepreneurs who have steadily plodded along and then… bham… overnight success. Or so it seems.
And I’m always one for questioning what the shift was. And in each case I’ve found it has been because they DECIDED to quit playing it safe and to blossom fully and openly as themselves. It’s like they relaxed and let go of the fear of judgement (from others and from themselves) and they trusted that in being themselves they had nothing to lose but plenty to gain.
The truth is, being YOU is way easier than trying to be someone else, right?
Lesson Four – Make ’em Feel
Emotion is what creates connection between humans.
There is more than enough boring content online. Don’t be boring – that is really key to this key.
And remember what appeals to one person, may not appeal to another. You may need to accept that whilst some may love you others will switch off. That’s OK.
True online connection, where your audience LOVES what you put out into the world and wants more… is what builds YOUR loyal tribe. I recently wrote about writing from Love, which is exactly what I mean – communicating heart to heart which puts you miles above formulaic blog posts and boring social content.
Communicate with emotion.
If you communicate online consistently as I’m suggesting above and you go all out being yourself then this will happen naturally. I promise you that.
Writing a blog, producing a video, sharing social content by following a formula and being safe will fail. There is too much noise online and what does not connect will get lost in that noise. When you are true to your topic and true to yourself your personal influence, opinion and emotion will undoubtedly enhance connection with the right people.
When they do connect, that is where magic happens. You reach their heart and you have their attention.
Lesson Five – Let ’em Know
It breaks my heart when I see truly passionate and talented entrepreneurs putting so much work and energy into creating awesome content online and then neglecting the next essential step to having that content get the attention of your ideal audience.
It’s the whole false theory that ‘create it and they will come’. Nope they will not.
If you create it you must take the next step in communicating it to them. You have to let them know what you’ve created and entice them to it. Or in other words you have to PROMOTE it.
This includes sharing it in every way you can. To do this you’ll likely need to fully embrace lesson one (Be not Afraid).
For example if you write an epic blog post it’s time to go out and share it on all your social networks, send it to your email list, ask your community to share it, post it to groups you’re in, boost it on Facebook.
Promote it every way you can.
Get as many eyeballs on it as you can.
And then recycle it so you can continue to promote it over time. By this I mean, once created don’t let it turn to dust. If it’s evergreen in that it’s content that is relevant both now and in the future then continue to regularly share it. For example you could add all your blog posts to BufferApp or Edgar for regular sharing over time without even having to think about it again!
Promote it and keep on promoting it.
So there you have it. Five key lessons for communicating online in a way that actually gets attention!
Be not Afraid. Be consistent. Be You. Make ’em Feel. Let ’em Know.