One of my mentees, let’s call him Jim, had a tough time recently managing his expectations when it came to his social media content strategies. He was disappointed that the range of posts that he was producing did not convert readers into customers as well as his free sessions did.

As a visibility strategist, I understand the struggle of managing expectations when it comes to social media. Having no clarity with what exactly online visibility does is a big issue and it is not uncommon for business owners.  They forget how they had to do so much networking and advertising to just get their first clients on board or in the door (I am talking about the brick and mortar business and services). When it comes to becoming a coach and relying on the online world to deliver clients, this issue becomes even more problematic, because there is no point of reference to if it is easy or hard to get clients altogether. All we have is assumptions, illusions (especially watching other people’s progresses that are based on their word – not facts) and simply hopes.

Visibility is not something you “do online”. It is an old concept for any business. If no one sees you or knows about you – no one will buy from you. Visibility is making yourself known to people who may be interested in what you have. If you don’t persist – you “don’t exist.”

And it is surprising how when the same business owners decide to increase their online presence, they expect it to have some miraculous advantage over their offline efforts. Or they develop conditional amnesia and conveniently forget how hard it was to establish themselves in the first place.

And those who have not even tried to fill their businesses with local clients before using online space to boost their visibility don’t seem to want to hear that this is a long game, a marathon, not a sprint.

Growing your visibility online is even harder than doing it offline. It requires patience and consistency.

To start with, there is so much more competition, and not just within your industry. Online we are competing for the commodity that does not come in abundance any more. It is the toughest competition you have ever faced.

Online we are all competing for one thing – attention.

With information being thrown at us from every direction, not to mention endless reels of cute puppies, it is so difficult to focus on anything at all these days. The only way to win is to be showing up with such consistency and perseverance that you get noticed eventually, only because your content comes up so often, it starts creating curiosity, and people start checking out your content.

There you get a chance to build relations through producing content your ideal client can resonate with, and by continuing your consistent, high-value content, you build the trust required to go deeper, for example, to buy from you, provided you are selling what your audience truly needs.

Building your social media presence and influence is a process that takes time. It takes patience and focusing on the big goal.

Like growing a tree.

When you plant the seed, it takes ages before you can even tell if it is going to survive. Then one day, you see a small little green shoot. You watch it getting bigger and bigger every day, but it is not yet a tree. It takes years for it to start resembling a tree. It takes many years to gain the strength and centuries to create a powerful presence.

I am not saying it will take you centuries to create a solid social media presence. But it will not take you a few short months either.

Let’s be REAL.

(Well, it can, but you have to have solid systems in place and know your target audience. THAT takes time to figure out also.)

Plus, let us make a distinct difference between our visibility activities and our sales activities.

Offering a free trial or a free session to convert someone into your paying customer is a sales strategy. Producing consistent high-value content and creating relationships with your audience is a marketing strategy that can lead to bringing people into your sales funnels, which can indeed be a free session.

So my advice to Jim and everyone who is reading it, still expecting instant results from their social media activities to stop getting upset that the seed you planted is not giving you fruit yet. Stop getting frustrated that your posts do not get raving comments thanking you for your brilliance and inspiration.

Give it time.

Nurture your visibility by being consistent with your posts and your message. Respect the time it takes to grow your visibility.

You are making an investment here, a long-term one.

Another thing, just like you cannot see the nutrients work in the soil, you sometimes do not know that you ARE being watched. In fact, you are being watched so much more than you can imagine. And those silent viewers still experience the power of your content. They connect, resonate, and build trust in you! They are often the ones that invest in you. So your investment pays off. Patience and trusting your journey is the key.

Success IS about the journey, not the outcome.

If you need help staying in the flow, the doors to my 12-months mentorship program called Visibility That Sells Accelerator is now open for enrolment.