You Don't Have to Be Fearless to Be Visible: A Practical Guide to Showing Up, Getting Seen, and Getting More Clients

Being visible in your business is scary. Saying something, having a position, being seen? That’s a big leap for some business owners (especially when they’d prefer to focus on the things they are good at - like the core of their business!).

Visibility can bring up big emotions - will someone love it? Hate it? Will it be good enough? (Which can often cross over into will I be good enough?) Not to mention the “best practices”, feeling like you have to be “on”, and other factors that come into play.

If any of that sounds familiar, you're not alone. After supporting hundreds of clients across almost every industry you can think of, one of the things I know is that everyone’s comfort zone looks different. You might be completely at ease writing a blog post but absolutely terrified of public speaking. Or vice versa. There's no one-size-fits-all version of “showing up.”

Visibility also goes way beyond posting on social media. If you want to explore this further, check out my blog post that shares 17 ways to promote your business without using social media.

The good news is that there are so many ways to be visible, and you can choose what works best for you (and ignore what doesn’t).

And, as a marketing strategist, I know there’s not one single action or method that will grow your business on its own - so you have room to experiment and see what gives you the best results.

When writing this blog post, I wanted to start with the most comfortable, cozy place I could think of - so I broke different ways to be visible whether or not you could wear your pajamas.

Small (pajamas totally acceptable)

Share what you do on your personal social media.

A quick post about something you learned from a client this week, a problem you helped someone solve, or even a behind-the-scenes moment usually sparks more engagement than a more promotional post. You don't have to announce your services or have a CTA (call to action) just show up as someone who does interesting, valuable work.

Repost something from your business page to your personal profile or to your Stories.

This one takes about thirty seconds and expands your reach without creating anything new. Most of your personal connections probably don't follow your business page, so this is an easy way to bridge that gap.

Respond to a post in a Facebook group or online community.

Groups are full of people actively looking for help, recommendations, and connection. Showing up consistently with genuine, useful contributions builds your reputation over time. By answering questions, sharing a resource, or starting a conversation, you’re building community. Just make sure you're actually adding value rather than dropping links and disappearing.

Email a former client.

Former clients already know you, like you, and have experienced your work firsthand. They're your warmest possible audience, and staying in touch keeps you top of mind when they need help again or when someone they know is looking for what you do. It doesn't have to be elaborate or a sales pitch - a quick “thinking of you, here's something useful” goes a long way.

Reply to posts and engage in conversations on Instagram, LinkedIn, or wherever your people are.

Visibility isn't just about broadcasting your offer. It is also about showing up in other people's spaces. Leaving a thoughtful comment on someone's post, joining a thread, or responding to a story puts your name in front of new eyes without requiring you to create a single piece of content. Do this regularly, and you'll start to feel like a familiar, trusted presence in your corner of the internet.

Feeling stuck around creating content with purpose? Here’s a blog post where I dig into that topic!

Update your LinkedIn profile and post something there.

LinkedIn is underused by a lot of small business owners, which actually makes it a great opportunity. Even if you only post occasionally, a complete, current profile means that anyone who looks you up - a potential client, a referral partner, someone who just heard your name - sees a professional who knows what they're doing. A few posts a month can go a surprisingly long way on a platform where the bar isn't that high.

Make sure your contact info is current everywhere it's listed.

Outdated information on Google, Yelp, your website, or local directories means potential clients might get stuck just when they're ready to reach out. I suggest giving yourself a calendar reminder a couple of times a year to review where your business is listed and make sure it is current and the links work. It isn’t the most exciting thing to do, but it makes a difference.

Write a blog post.

A blog post does a couple of things. First, it gives you something to share across all your platforms (including your email list), and can help people find you through search. You don't have to write something that covers every possible angle. Instead, think of answering a question your ideal client is already asking. If you're not sure what to write about, start with the question you get asked most often.

You can also check out this blog post about how to get more traffic to your website (blogging is just one way!)

Join relevant directories.

Depending on your business and niche, potential clients may look for providers through specific directories before using Google. Being listed where your ideal clients are already looking is low-effort visibility. Look for directories specific to your field, your location, or the communities you serve (and, again, plan to update your listing a couple of times per year).

Medium (maybe put on real pants)

Drop off flyers or info somewhere your ideal clients actually go.

Physical visibility works incredibly well for some businesses - especially local service businesses. Think about where your people spend time: coffee shops, yoga studios, community centers, waiting rooms. A well-designed postcard or flyer in the right place can reach someone who would never have found you online. Just make sure it's somewhere that actually makes sense.

Weave talking about your work into everyday conversations.

This isn't about pitching people, it's about letting your work be a natural part of how you talk about your life. When someone asks what you've been up to, you can mention a project you're excited about. When a topic comes up that relates to your work, you can speak to it. The more comfortable you get talking about what you do in low-stakes situations, the easier it becomes everywhere else.

Use video to connect with your audience.

Video is one of the fastest ways to build trust with people who don't know you yet, because they get to see and hear you - your tone, enthusiasm, and perspective - not just read your words. It doesn't have to be polished.

Create something useful.

Educational content positions you as an expert while giving people a reason to share your work. Think about the things you know so well you could explain them in your sleep (or those “what could you talk about for 30 minutes with no preparation?” prompts) - those are often exactly what your ideal clients are searching for.

Big (yes, get dressed)

Speak publicly.

Nothing builds credibility faster than speaking in front of an audience, whether that's a room of fifty people or a podcast with a loyal following of a few hundred. You get to demonstrate your expertise in real time, and the people who connect with how you think and communicate are often exactly who you want as clients. If the idea makes you nervous, start small with a local workshop, a guest spot on a friend's podcast, a panel at a community event.

Attend a networking event.

Networking works best when you approach it from a place of curiosity and connection rather than trying to make a sale in the first 10 minutes of meeting someone. Instead of focusing on how many cards you can hand out, focus on having two or three real conversations. Ask people about their work, listen well, and follow up afterward. The relationships that lead to referrals and clients are almost always built over time, not in a single exchange.

Introduce yourself to someone new in your industry or community.

This can happen at an event, but it doesn't have to. Reaching out to someone whose work is similar and complimentary to yours gives you an opportunity learn about a new business that might be a good referral partner for you or your clients. You can also join a professional group or introducing yourself to a neighboring business owner. Referrals are lovely, but it is also nice to have a professional community to connect to.

And when we’re talking about sharing your business in real life - I don’t mean cornering people and delivering your elevator pitch. It means letting your work be part of your regular life. Most of us are in business because we genuinely care about what we do, and it is a big part of our lives.

Getting more clients isn't usually about finding the one magic strategy.

Showing up consistently and authentically (more about bringing yourself to your marketing here) over time will give you better long term results than showing up occasionally or posting 10 times in one week and then disappears for six months.

Having a business means you need to stay visible - how you do it is up to you.

Some of these will feel natural to you right away. Others might take some warming up to. That's normal. Your goal shouldn’t be to do all of them at once - focus on doing more than you are now and building on that (even when it feels uncomfortable).

I know from experience in both my own business and working with clients, that visibility builds on itself. The more you show up, the more familiar you become. And people can’t support you or buy from you if they can’t see you or don’t know you exist.