Visibility - Leveraging Other People’s Audiences with Lisa Simone Richards
Leveraging Other People’s Audiences with Lisa Simone Richards | The Content Experiment Podcast with Abby Herman | Visibility

Leveraging Other People’s Audiences with Lisa Simone Richards

You landed a guest spot on a podcast. The publicity for your business is great, but how will you maintain your visibility in front of the new audience once the recording ends?

For most people, there is a BIG missing piece reducing the value of their guest appearances—a clear, decisive call to action. We’ve talked a ton about getting in front of new audiences on other people’s stages, but creating a true next step is something that SO many people miss.

In today’s episode, I’m chatting with Lisa Simone Richards about getting new audience members to start that journey with you, understanding what publicity is right for your business, and how to stay in front of new audiences long after the air date.

Listen in!

Mentioned in This Episode

About Lisa Simone Richards

Lisa Simone Richards is a publicist for online coaches who want to get featured in magazines, on-stage, TV, podcasts, and other major media. She helps them go from invisible to in-demand with strategies that help you build your business by leveraging the audiences of others. She helps her clients get the kind of credibility that has people running to work with you.

To learn more about Lisa, check out her website or follow her on Instagram, Facebook, and Twitter.


Abby Herman 0:08
Hey there, and welcome to Episode 124 of the content experiment podcast, a podcast that supports the idea that content and marketing are ever moving targets in any business. And it’s okay if you don’t feel like you’re doing it. All right all of the time, you have permission to experiment with little tweaks and changes in your content, to find out what works for you, what increases value for your audience, and what grows your business, and most importantly, what feels good for you. I’m Abby Herman, content strategist and coach for online business owners who are ready to make a bigger impact online. I firmly believe that success isn’t about what big marketing brands and so called gurus think is the right thing. It’s about you and your business, your lifestyle, and frankly, your values and belief systems. You get to do business in a way that works for you. You are in for a treat. With today’s podcast. We’ve talked about visibility before pitching to be on other people’s platforms. In Episode 36, I talked to Andy Trueblood about pitching podcasts and Episode 17. I shared how I landed a number of podcast guest opportunities without pitching. And in Episode 92. I talked to Christina Nicholson about getting on local media. And in Episode 34, Jessica Rasul, and I talked about speaking. So you may think that we’ve kind of covered the gamut of getting in front of new audiences on other people’s stages.

Abby Herman 1:40
But there is something that so many people miss, I see this with my one to one clients, I see it in my membership community, and I hear it on my own podcasts and other podcasts I listened to the big missing piece that’s reducing the value of your guest appearances, is telling people what to do after they discover you, you’re missing out on your opportunity to offer a call to action, you don’t have a good way for people to connect with you further, other than following you on social media. And while Yeah, that’s all fine and good. How will you stay in front of these new audience members, when social media algorithms mean that they’re really not going to see your posts mean, you know, it’s true, right? You’ve got to have a true next step. That’s part of what today’s guest, Lisa Simone Richards and I talked about. But first, Are you new to the podcast. If you are welcome here, I’m so grateful to have you listening in. I just gave you a handful of really great episodes to check out if you’re looking for more around visibility. But there are over 100 more great, no nonsense episodes, to help inspire you to get your message out there. And to give you the actionable steps you need to make it happen so you can get on with business your way. If you’d like what you hear, hit the subscribe button so you don’t miss another episode. And if you’re a repeat listener, thank you so much for sticking around, I would be so grateful if you would hop over to your favorite podcast app, and leave a lead rating and review. ratings and reviews are what helped tell all of the platforms and me that you like what you’re hearing and it helps to get the podcast in more earbuds so others can benefit from the information I am giving out on a regular basis.

Abby Herman 3:36
Now on this episode, we’re talking about visibility and gaining new audience members, hopefully new email subscribers as a result of that visibility. Do you know what content you need to help move those folks along their journey with you and your brand. I recently revised my client journey ebook so you can get it for free at the content experiment comm slash journey. It’s 34 pages of helpful insights and tips to create the right content for your audience for where they are on their journey with you. I give you content ideas for different steps on the journey. My thoughts on building out an ideal client avatar, how to look closely at the intent of your content, what I think is the most important stage and the client journey and so much more. You’ll even find some space for you to explore your own content workbook style. Get your copy now at the content slash journey and keep your eyes open for a new and improved client journey masterclass. to dive even deeper into the journey it may or may not be ready by the time you’re listening to this. Keep your eye out.

Abby Herman 4:50
Okay, so back to our guest I’m chatting with Lisa Simone Richards about how to get those new audience members to start their journey. with you. And before we get into the interview, I want to tell you a little more about Lisa. Lisa Simone Richards is a publicist for online coaches who want to get featured in magazines, on stages, TV, podcasts, and other major media. She helps them go from invisible to indemand. With strategies that help you build your business by leveraging the audiences of others, she helps her clients get the kind of credibility that has people running to work with you. When she’s not shooting national TV segments, or working with editors on magazine features, you can find her swinging a kettlebell, exploring local restaurants, and petting every dog she walks by. And now here’s our conversation. Hi, Lisa, thank you so much for joining me.

Lisa Simone Richards 5:49
Thank you, Abby. This is gonna be such a fun conversation. Thank you so much for having me on the show today.

Abby Herman 5:54
Yeah. So I would love for you to share in your own words, for listeners, what you do and who you do it for?

Lisa Simone Richards 6:02
Yeah, absolutely. So Hi, everybody. My name is Lisa Simone Richards. I’m a PR and visibility strategist. And I help online coaches get the word out about their business without feeling stuck on social media all day. So what that means is I’m really good at helping other people for somebody else’s audience, whether that’s getting interviewed on a podcast, being on their TV show writing an article somewhere else, it could be even something is like chills doing an Instagram Live with somebody else. Somebody else probably has 1000s, if not 10s of 1000s of your ideal clients following them. So now we just need to figure out who are those people? And how do we get access to their platform? So that’s how I support my clients.

Abby Herman 6:40
Yes, I love that. Because I think that we all spend maybe a little bit too much time on social media. And some of its you know, by social media algorithm design keeps us on social media and during the massive scroll, but I love that. Can you share a little bit about how you work with clients and how that helps you to live the lifestyle that you want?

Lisa Simone Richards 7:01
Oh, yeah. Okay, I love this question. So I always kind of describe myself as somebody who puts publicists like me out of business. So I came from, you know, I’ve been in the business business for 20 years. And it’s changed so much now started off in an agency where I had clients like staples, Virgin, mobile, Crayola. And the whole thing is we had a Rolodex of contacts, and we knew how to talk to them. And we knew how to pitch. And as soon as you weren’t working with us anymore, all your relationships were gone, all of your exposure was gone. But now what I love to do is I love to teach a person how to fish. So I remember, I think it was 2015, where I took my first client and I was like, I wonder if I can show her everything that I’ve learned in the last like 10 years or so and teach her how to do it in you know, let’s say three months. And it was really cool to share with her, here’s how you find a producer for a TV show, here’s how you come up with a really good segment idea. Here’s how you make sure that the table looks good on television, other little things that you have to think of. And what I love seeing is six years later, after we work together, she’s still doing two or three national TV segments every single month. And she’s not spending 1000s of dollars on a PR agency. She knows how to do it, she has a contact and all she needs to do is not even send a proper email pitch, but like a text message to the right person. So I absolutely love sharing with people how to do that. And the other question you would ask me in there was how does that help me live the life that I want to? things you shouldn’t admit out loud, but I’m going to anyways. I love teaching people how to do it and not having the responsibility of doing it. So I just sleep so much better at night knowing that like I get to share with my clients how to do this, help them troubleshoot them through the process. But it’s not on me to actually be doing the pitch work and the media list and all of that stuff anymore. So it helps me to sleep very, very easily at night in the last few weeks.

Abby Herman 8:45
And I think that teaching people how to do something is so important, because like you said, You teach them how to fish. And that’s so important as a business owner, especially if you are a newer business owner, and you’re bootstrapping you’re trying to DIY things, you want to get that visibility, but you don’t necessarily have the funds to hire somebody to do it for you all the time. So I love that. And then that also empowers the business owner to be able to tweak and make changes to their pitches and the way that they’re talking about things as their business changes. Because, as you probably know, and I think everybody listening knows, because you’ve they’ve heard me say it all the time, your business is going to naturally shift and change as you as a business owner grow as the market changes. And so knowing how to do some of those things yourself is fantastic. So I love that.

Lisa Simone Richards 9:34
And it’s so good to just have that like fundamental skill that you can use over and over again and especially because once you learn how to do it, as your business grows, maybe you don’t want to anymore so you can teach a team member how to do it. And now you’ve made like, I don’t know, I always describe myself as if you’re someone who’s seen an ad for like made six figures in six weeks while working on the beach with your laptop. I’m not the person for you. Like I teach people how to have a long term strategy that they’re going to use for years in their business. So You know what, teach it to your admin people, that’s fine with me, I would love to see you just learn how to do it and have a lather rinse repeat system that you can use over and over again, anytime you want to get more exposure.

Abby Herman 10:11
Yes, I think the folks listening know that I’m all about the slow growth and doing things naturally as they come about. There’s no quick fixes, especially in marketing. And in PR, you just kind of have to go with the flow. So I love that. So you don’t actually do the pitching. You teach people how to do it. I’m curious how you ended up in PR in general. So I actually have a degree in public relations. I went to school for PR. That’s what I went to college for graduated. I did it for about five years before I pivoted and became an elementary school teacher. totally different. But I’m curious how you landed NPR?

Lisa Simone Richards 10:48
Yeah, it’s a funny story. And I will fast forward this. So I don’t bore your listeners with the long from when I was seven years old. But But I definitely remember. So I must have been around 11 years old. And I had a subscription to a magazine called Teen People. Do you remember that one?

Abby Herman 11:02
I sure do.

Lisa Simone Richards 11:04
Great. And I’m sure some of the listeners know that one as well. So I remember getting my monthly issue. And I was reading the letter to the editor section, I thought how cool is that, that you can write a letter to the editor, and then all of a sudden it shows up in print. So thanks to what I learned in Girl Guides and brownies, I knew how to like write up an envelope and write a proper letter and didn’t even ask my parents for their help, which ended up being a theme in my life, which now that I think about it. But I just wrote a letter to the editor myself sent it off. And lo and behold, three months later, it came home in the mail, Jonathan Taylor, Thomas from home improvement was on the cover. And I opened it up and I saw my letter in there. And I was just hooked. So there was a part of me that always knew I wasn’t interested in being the media per se, like people are always like, Lisa, you should be on camera hosting TV. And I’m like me, I’m sure I do a fine job of it. But it’s not my draw. Like I’m not interested in being an editor. I’m not interested in being on air talent. But I wanted to be involved in the media somehow. So that was my first exposure. Fast forward to being 18, first year of university. And I remember having lunch with a girl who is in fourth year in the story that I had just joined. And she was sharing with me that she was going to go to PR school after this is around 2002 when Sex in the City was in its heyday, Samantha Jones made PR looks super fun. And you know, all the fashion and beauty and the party. So I was like, that’s it that’s close to the media, but it’s not quite the media. So I actually ended up starting off in fashion and beauty for the first few years that I moved into consumer packaged goods. So like some of the brands I mentioned before staples, Crayola, Virgin Mobile biagio. And then I ended up in fitness for a few years. And in 2015, that’s when I started taking my business online.

Abby Herman 12:41
I love it. So you were so I’m about 10 years or so older than you just based on your timeline there. Sex in the City in 2002. When I went into PR, it was like we were doing paper print out press releases. The big thing was you want to get a client on a TV station, you bring some fancy, elaborate gift to the reporter or to the editor. And that was kind of like your foot in how do when you were graduating and actually even now what do you think is the thing that works the best to get in front of those editors and the reporters who are trying to get people on media?

Lisa Simone Richards 13:26
Yeah, you know what it is? I think it’s definitely number one giving them something of value if you’re trying to get yourself a free advertisement, like just give up now. So maybe thinking about what do the listeners care about? What do the viewers care about? What do the readers care about? And how can I make sure I’m creating value for them. And what I like to do now is when I think about PR back in around 2007, was it when I was in the agency, that’s when you had like bigger newsrooms with like multiple people working there. And you did not have twitter and instagram and snapchat and tik tok and whatever else there was, so they weren’t responsible for as much content. Then we had that crash happen, advertising rates went down, fewer people were in newsrooms, but they still had just as much content to cover, then the advent of social media jumped on top of it as well.

Lisa Simone Richards 14:12
So what I find now works really well for my clients, when we’re looking for high level media like TV, Forbes, people, those kind of things. I bring an editor or producer a story wrapped up in a bow. Here’s what seven minutes could look like. This is what we covered minutes, two, three, and four. These are the visuals that we would use. Like if I lay it out and I do your job for you. I am way more likely to get a yes. And then when they do a good job, the producers like okay, I want to have them back again. So, you know, I will toot my own horn and say this, I’m a rock star creating recurring guest experts. Like when I work with a client to get them on TV once they will probably be on TV four or 520 more times. So I think if you can just make it as easy as possible for the person on the other side. They’re gonna pick you you don’t even have to be the best.

Abby Herman 14:54
Yeah. Oh, I love that. So what about other kinds of visibility so in small business There are, I mean, we have so many options these days, there are so many options out there. How do we get in front of the right audiences? So how do you figure out which opportunity is the best for you and your business to get the visibility that you want?

Lisa Simone Richards 15:15
Yeah. Okay, cool. This is a great question. So I have what I like to call my ladder of publicity that I take people through, because not everybody wants to be on TV, or Forbes, like the definition of PR has changed a lot. So typically, what I find with a lot of people, especially in the online industry, is the first area I’ll take them to is, and actually, let me back this up as well. I think it’s important, and you may have heard me make these distinctions earlier, to have what I call a healthy media mix. So people like to consume content in different ways, they may want to watch it, they may want to hear it, they may want to read it. So your ideal clients, they don’t all do the same one. So you want to make sure you’re covering your bases, making sure you’re getting seen getting heard and being read. So when I take people through my ladder of publicity, typically I’ll take people who’ve never been featured anywhere before, and the idea of being onstage in front of hundreds of people is freaky to them. Understandably, we’ll start out with either being interviewed for a print publication or a website, or contributing content. So that could be either writing the article or being interviewed.

Lisa Simone Richards 16:20
This way, the person on the other end, the person who’s trying it for the first time, they can sit behind the keyboard, they can play perfection, retweet the content until they feel good about it. And then once they’re satisfied in the imposter complex has been like quelled, then they can hit Send and publish. And then at that stage, I find people start to feel a little more confident. Because imagine all this time, you’ve been creating content on your own platforms, and you Google your name, and you’re just on your own sites. But now all of a sudden, you’re starting to see your names on other sites and your confidence grows. So the next rung on the ladder that I like to elevate people to is being heard. So being on a podcast, just like this is a great example, and one that really does create conversions for my clients. So it’s not just exposure, but this is what I find is actually attracting clients to them and putting money in the bank. So I like podcasts. And Alternatively, if you’re working in a local business, think about local radio. But I like being heard simply because it takes off the pressure of being seen. You and I are having a simple conversation, we happen to be on video to see one another and gauge each other’s reactions. But a lot of the time, they’re not going to be viewed publicly a little known fact for the readers, I’m sitting here without makeup on today, because I don’t have the pressure of this meeting to be seen by people, right. So I think this is a way to start increasing that confidence.

Lisa Simone Richards 17:34
And chances are you’re probably good at having a conversation. So now you’re just amplifying it. The third rung on the ladder of publicity that I like to take people up to is now being seen. You’ve been writing in different places your Google Mobile, you’ve been heard your confidence is going up. We know that visuals are such a powerful way to create connection with people on the other side. So from a traditional media standpoint, maybe that does look like getting on your local news or a Good Morning America, thinking more from like an online perspective, it could be as simple as doing an Instagram Live with somebody else so that you’re exposed to their audience, it could be doing a guest training in somebody else’s mastermind. That’s one of my favorite ways to get exposure, it could be going live in somebody else’s Facebook group who already has a group of people who are your ideal client. So the theme no matter what the choice of platform is, who has a group of your ideal client already pulled together. And now you just need to show up in front of them in a way that offers them value to get access to that audience. And then you can bring them back into your own world.

Abby Herman 18:35
That’s such a great way to kind of almost baby step into it to think about those different tiers. So first, focusing on print and being interviewed. And I feel like the first step in that tier would be to write the article yourself, because then you have all of the control, then you can be interviewed, because that can be a little nerve racking for the being heard. podcasts I feel like are so much easier than being live on the radio, because you can edit a podcast, you can’t edit something that’s going out live, and then even the steps with the video. So doing guest trainings and doing Instagram lives feel less scary than being interviewed on the news. So I love how there’s definite tears Even within those rungs of the ladder also. So I love that.

Unknown Speaker 19:23
Today later on one more thing there. Yeah, yeah, even if you have dreams of future being on television, but it’s not today. Think about where would you like to be seen and what’s that kind of content? So do you have a dream of you know, it’s not today but I’d love to be on the Today Show. Okay, well what you know about the today’s show that’s like to err that’s not pre recorded. So you should be focusing on doing live videos. So when you trip over a word, you know how to handle yourself and keep going there are no takes if you know you want to be on a pre recorded show something like the view where they’re going to do multiple takes of it, then it’s okay to focus on recorded content to know how to edit and correct yourself because you’re going to get that chance there. So really Be mindful of what do I want to do in the future?

Unknown Speaker 20:03
And how can I set myself up to win now, because a producer is going to do their homework on you, they want to see how you do on camera before you get on TV. So really think about having the end in mind. And if I can share one more piece, because I always love to share an idea that people can put into practice and get a result from you, we’re talking about doing contributed content. So writing for various websites. So you know, you can either write a blog post on your website, or you could write a post on your own blog. Or you could write a post that goes on another website that’s seen by way more people, something to help people get started with that. Go on google and type in with quotations right for us, WRIT for us. And then whatever your industry is, right for us moms, right for us business, right for us, nutrition, right for us paleo, right for us weightlifting, and you’re going to start coming up with signs that are looking for contributors. Now, they’re not necessarily going to be the biggest sexiest names out there. But again, we’re working on building your foundation. So now when you go for the big names, they can at least see that you’ve been somewhere before versus like you’re coming out of left field never haven’t been published and all of a sudden wanting feature on fourth.

Abby Herman 21:09
That is a great tip. Thank you for that. I hope everybody wrote that down and does that I love it. So let’s talk about what happens next. So you identify where you want to be visible, you pitch you get on there, what do you need to have in place. And I totally just glossed over the whole pitch, because I know that that’s a big part of the equation. But we did talk about that in a recent episode that I will link in the show notes. I really want to talk about what happens when you are on somebody else’s blog, or you’re doing a live or you’re on a podcast, or whatever it is, or you’re on the news. What should you be doing during that interviewed during that segment in order to grab ahold of the audience? And I guess, make them yours? And I know, we talked to beforehand. So I know, you know where I’m going with this. But what is the big missing piece that so many people forget and then you lose the audience once the segment is done, or once the podcast interview is over?

Lisa Simone Richards 22:09
Yeah. So there are two big mistakes that I see people make. And I want to help your listeners avoid those. So the first thing that I hear when you know there’s a podcast interview ending or a TV segment ending and the host is like so Lisa, where can our listeners find you, the person gets real offer and they’re like, well, you can go to my website, or my Instagram or my facebook or my LinkedIn profile. I love you, no one’s going to tell you your platforms. So give people one very clear call to action. Say it slowly repeated at least two times. One clear call to action, say it slowly repeated two times, see what I did there. Yeah, definitely don’t send people in 20 directions. No one’s that interested. I’m so sorry to be that blunt. But I always remember the first week of PR school, they said to us, no one cares about your brand or business as much as you do. And that felt really harsh. But that was one of the most powerful lessons that I’ve learned so that I’m not always going on and on about myself, because no one hears truth. So number one, make sure you only have one clear call to action. The other thing, the big mistake that I see people make is they say go visit my website at Lisa Smith Richards calm, like, that’s great people will land on your page, and then a phone will ring a title come in life will happen.

Lisa Simone Richards 23:21
And they will forget that you exist and they will bounce off that page and you’ve lost that person forever. So you always want to pull people into either some sort of a lead magnet or get them to follow you so that you can bring them in, and then you can continue to market to them afterwards. So you know, depending on the platform that you’ve been featured on, there are a few different strategies that I give my clients. So is it okay, if I share some of those with you? Absolutely, yes. Okay, so let’s follow it in terms of what we did with a ladder of publicity. So we talked about that first bottom rung being either getting featured on print or digital sites. So that’s contributed content, whether you wrote the article, or you were interviewed, those sites and websites will literally never ever point to a URL to your OPT in page. They’re not playing to your Click Funnels, they’re not pointing to your lead pages, what you can do and what I recommend to my clients is write a blog post, going a little bit deeper on what you talked about on that site. So let’s say you were interviewed for three great strategies on building your business, do a blog post with seven more strategies, so that they can link to that blog post. And the person who’s interested in now can go a level deeper within that blog post that you’ve written on your website. This is where you can add in a content upgrade, or an often have a piece of content that relates to the content in the article that people are going to it’s going to make most sense, you know, if we’re talking about three ways to build your business, you’re probably going to want to get the template on how to do it or a checklist that you might need, create a content upgrade within there, where people can mail leave their name and address.

Lisa Simone Richards 24:49
So number one, you’re collecting their email address so that you can market to them over and over again. Number two, if you’re running Facebook ads, your pixel has captured them so that’s helpful as well. So that’s tier number one. Moving up to if you’re featured on a podcast that one you can straight just offer and often. So for me, I’ll never say, Hey, this is my website, at least Huffman, Richards calm but what you will hear at the end of the interview is take my quiz at least this mon Richard style comm slash quiz and I’ll share a little bit more about it and why it will be useful. And now once you’ve gone through that now I have a way to continue to communicate with you. And I’ve also given you something of value. Okay, two more other strategies that I want to share when I do a guest training and somebody else’s mastermind, which is one of my absolute favorite ways to get in front of people. Because number one, I think it’s just such a huge win win win, it’s a win for the person who’s hosting the group has now they’re bringing extra value that their members didn’t even expect it’s a win for the members because they’re getting all of this extra content that they hadn’t even planned for. It’s a win for me as the trainer because I’m getting exposure into new people. So now I’ve borrowed the trust that these people have invested in this person that they’re working with, it automatically extends to me, I get to go in for an hour or so and give value. And what I always do at the end of the guest mastermind training, I don’t typically say this on a public podcast. But here we go guys take notes. I always love to leave a free opt in. So some sort of lead magnet that people can jump into. And I also like to do an offer to do a personalized 30 minute call based on whatever I’ve been speaking about,

Lisa Simone Richards 26:16
you know, we’ve talked about here for the last hour, let’s figure out what this looks like for you book this call it’s $97. So I will do a value based call, this isn’t just a strategy session, we’re going to try and sell you on my program like I’m actually going to help you create a path to publicity, you are going to leave this call with value. And chances are if you’ve invested that $97 with me, and I can show you what’s possible in 30 minutes, you’re probably going to be interested in implementing the how and that’s a great way to take someone to the next step one more if you’re on television, or if you’re on a visual platform, I always love it. This works really for TV, it’s not gonna work for igtv per se. But on television, I always have my clients front loaded Instagram story. So if you know you’re going on air at 7am by 630, I want you to have a story on Instagram. Hey, did you just see me on breakfast television this morning, I hope you love this segment on blah, blah, blah, if you want more something, something, whatever, whatever the call to action is, but have that loaded. Because when people are watching TV or phones probably not too far, it’s not a big investment for them to just open up Instagram hit follow, they already see content that’s directed towards them. And then that day you can be monitoring who are my new followers, and just get up in the DMS with them.

Abby Herman 27:22
That is a genius idea. That is such a good idea. I love it, you can almost do that. And actually, I’ve seen people do something similar when they’re going on Instagram, live with someone, they will post something ahead of time or right afterwards and send people to it so you can use it with other but that’s genius for being on the news, especially since you’re probably going to be a little frazzled afterwards. So record something ahead of time and then schedule it to go out right after you’re done. So

Lisa Simone Richards 27:51
yeah, great clients. Typically when they do a TV segment, they’ll get an average of 100 ish followers within the first three to five minutes. And then it goes up on the website and moral trickle in throughout the day. But I’m just like, so clear your day. And just sit in the DMS and have personal conversations while these leads are hot, start booking your sales, like have space in the sales calendar. And so like it’s all about, like visibility and PR it’s all about bringing the horse to water. Now we got to make a drink.

Abby Herman 28:17
Yeah, yeah. What a great idea. So let’s talk about that success after these media mentions, and after being on podcasts and being doing guest blogs and all of that, how do you know if an opportunity of visibility opportunity has been successful, so that you can turn around and replicate that and do it again. And again?

Lisa Simone Richards 28:36
One really simple way is like data doesn’t lie, track your data. So if you’ve been featured somewhere, have you had more website hits today? Something that I like to do? That’s pretty easy, you know? Hey, guys, I didn’t do this for this podcast today. So do as I say not as I do. But it can be really smart is just to create a customized URL for people to opt into. So maybe rather than saying, you know, visit my website and option or check out my quiz at Lisa Simone slash quiz, I could say check out my quiz at the system slash content, because that’s the word that they’re familiar with in the setting. So that would be one great way to say, you know, if you’ve done 10 podcasts, then you can see, okay, I got the most traffic and options from this show. I’m gonna opt to go back there again, versus this one where I maybe only got two or three. Yeah, that’s a good way to track it. How else would I measure success? I think one thing that’s really important for people to know is sales don’t necessarily roll in the day your article has gone live, like you’ve got a bunch of leads, but now you still get to nurture them. So I think a mistake is people think Well, today, I should have made a billion dollars. let it do its job.

Abby Herman 29:40
Yeah. Yes. That’s such a great idea. So when you are working with clients, do you help them with figuring out how to track that data and how to because I think we’ll look at it I mean, I can look at my Instagram and see how many followers I have today versus yesterday, but keeping track of it based on when I have this Where the opportunities can get kind of tough and cumbersome? Do you have a trick to doing that? Do you have a spreadsheet that you work with clients on? How do you do that?

Lisa Simone Richards 30:08
You know what I wish I could say that I was a lot better with the metrics, just being completely transparent and honest with that. I remember back in the day, we would use mrtp, to track those kind of things. But I think now like, generally, you can get a pretty good sense of where people are coming from how they got that way to you. What I’m actually really interested in tracking is the conversations I’m having with my new leads. So that’s somewhere that I’m keen on the metrics. So for me, like, whenever you sign up for any of my options, like I’m going to push you to my Facebook group, push you to my Facebook group and all my call to actions on Facebook group until you’re blue in the face. And then once you answer the questions like now, this is where I have guys who join my facebook group know that you’re on this Google Sheet, but I track what date did you join? When did I see and send you a DM? What are the challenges that you’re experiencing? If I create a piece of content that’s going to serve you, I’m going to tag you in that video and say, Hey, I remember on the DMS, you said you were going through this experience, and I made this to help you. So I’m actually mostly interested in categorizing my leads once they come in and having those personal touches with them. But yes, it would be very, very valuable to keep track of those deeper analytics, when it comes to PR as well. I think what I find is when I’ve worked for bigger companies, they need that data so intently, and typically with a lot of the online coaches, like they’re so busy with so many other things, that’s just not the thing, they’re going to five layers deep on.

Abby Herman 31:22
Well, and it makes a big difference to how you work with clients. So you work one on one with clients. So you don’t really need to track as deep because you have to have those relationships before people are going to buy from you anyway, if you have a service and software as a service or a one to many type service, then you probably want to track a little bit deeper, because you’re trying to attract more people to you versus a one to one service provider. So I think it really depends how you do that. And, you know, like everything in business, you have to kind of figure out what works for you and what you need in order to make decisions in your own business. So would you agree with that, that having one 1%?

Lisa Simone Richards 32:02
Yeah, just I think it’s a lot of like really figuring out how deep you’re willing to go. Like one of my clients, she’s just so stretched that she’s like this is as far as I can go while keeping my sanity. And I have another client who will go like all hours all in just tracking her numbers. So I think really, sometimes it comes down to setting yourself up to win and knowing who you are. Because I think some of us can make a really elaborate plan of going super deep, and then it doesn’t happen then breaks our confidence and we lose trust in ourselves. So it’s about knowing yourself and making sure you’re going to do what’s going to work for you.

Abby Herman 32:32
Yes, 100%. So if someone is ready to get more visibility online, they’re ready to you know, they’ve got a pitch template, they’re ready to send that out. What would you say are like the top two things that someone needs to do in order to be successful in their search for visibility?

Lisa Simone Richards 32:52
Yeah, I would even back it up before you’ve written the pitch to be intentional in why you’re doing this pitch in the first place. Because I think so many coaches come to me I the first thing I hear I want to be if it’s someone in business, I want to be on Forbes is that someone in lifestyle? I want to be on Oprah, if it’s someone in health, I want to be on goop. What is the purpose of your visibility? Is it to be able to say, hey, I’ve been featured on these places. So yes, I’m a credible expert. And I’ve left my footprint, because getting on Google may not bring you 10 signups for your course launching next week. But you’ll always have that credibility of saying I’ve been featured there. So what is the purpose know that first? Is it for leads and conversions? Or is it to establish yourself as an authority? Then I would say next, really think about what is the right platform for you. I think this is actually I see this in the fitness industry a ton. So it’s a number of the personal trainers and gym owners that I’ve worked with.

Lisa Simone Richards 33:43
They all want to get featured in magazines like strong and oxygen and Muscle and Fitness hers like you know, the really hardcore stuff that they read. But if your trainer if your client is just coming to the gym for like one of the first times they are not in the deep muscle bags, they’re reading like cells in Cosmo and health and just like getting into the like more fluffy side of it. So you really need to pay attention to how can I meet my client where they’re at? A really good strategy for that is literally just ask your favorite clients, when you’re looking for information on XYZ. Where are you turning to? What sites are you going to what podcasts are you listening to? Because chances are you’re going to want more clients like them. So find out where they’re going.

Abby Herman 34:22
And that’s probably the place that’s going to make sense for you to such great advice. I tell my clients all the time to survey their audience on a regular basis and find out where they’re hanging out what they’re reading, what they’re listening to all of that and what their pain points are, so that you know what those talking points should be when you’re creating content, whether that’s content where you’re leveraging somebody else’s platform or content on your own platforms. So yes, you’ve got to talk to your audience. So important. So tell us a little bit about the quiz that you mentioned a couple of times, which is exactly what we want to do on podcasts. Tell us a little bit about the quiz. What are we Going to find out by taking it.

Lisa Simone Richards 35:01
Yeah. So one of the things we talked about in the last few minutes is how many different ways you can get yourself out there? Is it traditional media and you want to be in a newspaper, magazine or television? Is it something like you want to partner with brands? Is it that you want to do guest trainings and mastermind, there are just so many different ways that you can get out there, I think it can feel really overwhelming for people to even figure out where to start. So what I created last year, and I really had fun doing this is I built a quiz called find the best way to get the word out about your coaching business. Is that a very long title 100% is what my ideal client says in their words, yes, I wouldn’t have named it that, but I listening to my people. So what I essentially did was figure out like, Who is this person in front of me? Do you like being onstage in front of 3000 people, I have only child syndrome, I have no problem going up and being like, Hey, everybody, put your phones down. I’m here. That would terrify some people. So let’s figure out do you have? Do you thrive on the attention? Do you prefer like being comfortable at home writing that piece like we talked about earlier?

Lisa Simone Richards 36:00
So I want to figure out who you are as a person. Because I always like to stretch people, I don’t want to strangle anybody. So let’s figure out what your comfort level is and grow you a little bit from there. The second thing that the quiz figures out is what are your goals in business? Like we were talking about before? Is it to get leads and sell at a launch that you have coming up? Or is it to position yourself as the next Tony Robbins so that you’re seen in a specific way. So I want to figure out a little bit more about your business goals. And based on who you are as a person, and what your goals are in business, I’m going to share with you okay, out of five ways to get exposure for your business. This is the one that’s going to make the most sense for you. And I also send you a training video on how to get started. So you’re not just like, Okay, great. I should be on podcast now. What?

Abby Herman 36:41
Yeah, oh, I love that you have the training the follow up training afterwards. So that is helpful. So thank you so much for being here at Lisa, I really appreciate it. This has been so valuable. I’ve got a page full of notes here. Where can people find you to follow you get more information about you aside from going to the quiz?

Lisa Simone Richards 36:59
Yeah, so we mentioned the quiz earlier. That’s Lisa Simone slash quiz. And what I’m really working on being more focused on is being present on Instagram. So even just giving you a simple follow at Lisa Simone Richards, but anything I’m doing is going to be shared there.

Abby Herman 37:14
Fabulous. Thank you so much for your time. And for all of the knowledge and expertise.

Lisa Simone Richards 37:20
This has been such a fun conversation. I think the one thing I always love to end off by saying is it’s awesome that you have a full page of notes and take a look at those notes. Pick the one thing that you can do right after listening to this and put it into practice. So it’s not just a cool book of notes, but you can actually write in to us and say, Oh my god, I literally got featured on a podcast or on TV after listening to that episode.

Abby Herman 37:41
100% you’ve got to take action, for sure. Thank you. I just love Lisa’s Ladder of Publicity. What a great visual to help you start where you’re comfortable and grow your visibility into something bigger when you’re ready. And then when you need content for what’s next. Be sure to grab my client journey ebook, you can get that at the content slash journey. If you found value in what you learned here today, be sure to share it on social media. Take a screenshot of the episode on your phone and share it over on Instagram stories. You can tag me @thecontentexperiment, and you can tag Lisa @LisaSimoneRichards you’ll find all the links mentioned in the show notes including the link to Lisa’s quiz. The more you share, the more we can get the podcast into the hands of more business owners just like you who need to hear the message that they are not alone. Thanks again for listening. Take care

Transcribed by

Listen to the Podcast

Reach Your Audience at Every Stage. Get the Client Journey Ebook Now!

Please enter your name.
Please enter a valid email address.
Something went wrong. Please check your entries and try again.

Share on Social Media

More from the Blog

b2b leads social media
Finding B2B Leads on Social Media
I'm always looking for effective ways to generate leads and help clients...
lead magnets for small B2B businesses
Lead Magnets: Attract and Convert Your Ideal Clients
As a small B2B business owner, you know that generating leads is...
Lead Generation Strategies 2024
B2B Lead Generation Strategies for 2024
In the online space, many business owners are struggling to find new...
kpis marketing success
Key KPIs for Measuring Marketing Success
As a small B2B business owner, you need to understand the effectiveness...
Create Content That Truly Engages Your Audience
Create Content That Truly Engages Your Audience
In the ever-evolving online business world, the game has changed. (Or maybe...

Pin It on Pinterest