Why You're Not Making Sales: The Visibility Trap

Are you caught in the visibility trap? You're showing up online, creating content consistently, but those efforts aren't translating into sales. This frustrating cycle happens to countless entrepreneurs who believe they need to be everywhere at once, spreading themselves thin across multiple platforms without strategic direction.

The visibility trap is deceptively simple: we know we need an online presence, but instead of being intentional with our content, we try to do everything everywhere. The result? Burnout instead of bank deposits. In this episode, I break down the three critical reasons you might be stuck in this cycle: having no clear buyer journey, creating content that doesn't align with your offers, and undermining trust through inconsistency.

When your audience can't see how your content connects to your products or services, they won't make the leap to purchase. Take the example of a meal planning expert who only shares viral recipes without showing how they fit into a comprehensive system. That content might get views, but it won't sell your meal planning program. Instead, create content that highlights the problems your audience faces and positions your offer as the solution.

Breaking free from the visibility trap requires a strategic shift: choose just one or two social platforms where your ideal clients actively engage, create consistent "anchor content" (blog, podcast, or YouTube) that lives on your website, and ensure everything you publish connects directly to your offers. Most importantly, commit to consistency—establish a realistic content schedule and stick to it through batching and planning.

Ready to transform your visibility into actual sales? Join our upcoming Visibility to Sales Challenge this October. You'll learn exactly how to create content that converts, so you can finally see the return on your content creation efforts. Stop spinning your wheels with content that goes nowhere—it's time to make your visibility count!

Read more HERE

Chapters

• 0:00 Introduction to the Visibility Trap
• 1:37 Three Reasons You're Stuck
• 5:08 Breaking Free From the Trap
• 7:49 Visibility to Sales Challenge Announcement

Transcript

Speaker 1: 0:12

This is the Influencer Entrepreneur's Podcast with Jenny Melrose, where I strategize with business owners on how to grow and scale their businesses to hit their income goals. You're showing up online, you're creating content, but you're just not making sales. Today we're going to dive into the visibility trap and how to get out of it. The visibility trap happens because we believe that we have to be everywhere. We know that we need to be online. We know that we need to be engaging with our audiences and, instead of spending time being strategic in the way in which we create our content to make sure that it's a connection straight to our product or service, we try to be everywhere doing all the things and, instead of actually making sales, we end up burning ourselves out. Today I'm going to break down exactly how you need to be strategic about making sure that when you create content, it is done with intention of making sure that you can put your product and service in front of the audience that you are gaining. There are three real, clear reasons why you are stuck in the visibility trap. The first is that you have no clear buyer journey. You haven't shown people that they have an actual problem that you can solve. You haven't determined that you can answer the questions that they actually have, and by not doing this, it doesn't give people an opportunity to get to know, like and trust you. Because of the way that social media has changed, with it being more of a presence on TikTok and Instagram reels, video content isn't being consumed the same way that it used to. So now, in order for people to actually trust you, they have to be able to consume more content from you on multiple platforms in different mediums, which is why we have a YouTube channel, we have a podcast and we also make sure that everything is kept on the blog so that those that don't listen or watch can actually read the full blog post. It's important that you are meeting people where they need to be met at, and taking them along the journey of how you are going to be able to better service them with the products and services that you do have.

Speaker 1: 2:53

The second problem is that your content isn't aligned with your product or service. It's difficult to make sales if you're taking them on a with content and showing them that you have some information, but you haven't shown them how that content is actually connected to the product or service that you are going to offer. So, for example, if we're talking about someone that does meal planning and all you're doing is giving them recipes that are trending or going are going to be viral, that is only going to bring people in and not show them how the clear next step would be to buy your meal planning system. The only way to do that would be to create content that shows them that you have a system in place that can make their life easier, hitting on those pain points. If you're simply giving them viral, trending recipes and they don't understand how that's connected to an actual meal plan, you're not going to make sales of your meal planning system. The third clear reason is that inconsistency undermines trust. If you only post when you feel up to it, because you're trying to be in all the places, your people are not getting a consistent feel from you. They don't understand what you are actually going to be able to help them with, because they feel like you're here and there and not there anymore. And all of a sudden you're back and we often will feel like we have to explain why we're gone when, in reality, people are not noticing. They're just not seeing you there.

Speaker 1: 4:28

So you need to determine what are going to be your anchor content YouTube, blog or podcast and then what is? How are you going to then market that content? Your best bet is going to be email marketing and choosing one to two max social media platforms, and you have to be sure that the platforms that you choose for social media are platforms where your people are actually engaging with your content, looking for a solution and clicking to actually buy. If you're simply putting up content and there is no call to action and people are not using the platform in order to purchase solutions, then you're wasting your precious time. There are important ways on how to break free from the trap.

Speaker 1: 5:12

The first that you're going to do is make sure, with your visibility, that you choose one to two social media platforms. You're going to have anchor content, which we talked about is going to be YouTube, blog or podcast, and I would highly recommend that, whichever anchor content you choose, you turn that into a blog post that is held on your website, where, if you are creating YouTube, you can embed the video. If you are creating a podcast, you are embedding the audio into the blog post. This provides an opportunity for people to find the full solutions, as well as then find what else you offer and all the things that you do. We want them getting lost on our website. We don't want them getting lost on social media, where they're going to be there and gone because of an algorithm change or because they've been offered up a different type of reel outside of your content. So you really want to make sure that, with your visibility, you are choosing one to two social media platforms to actually promote your content to, and make sure that you are choosing anchor content.

Speaker 1: 6:25

The second thing that we're going to make sure that you're creating content that shows this system, that shows how you simplify things, that shows tips and tricks on how to make it quicker for weeknight meals or during using slow cooker or whatever it might be that you do. This is the same if you are a child play therapist. You want to make sure that if you have a course that helps parents understand how to pull in play therapy into their parenting, that you are showing them ways in which they can improve with play therapy and hitting on the main pain points that they're having. So, whether it's tantrums, whether it is trying to get them to do chores, whatever it might be, you're going to show them these are problems and then that your product is the perfect solution in order to help them.

Speaker 1: 7:12

The third thing you need to do is to commit. You have to commit to a schedule and stay consistent with it. The best way to do this, as we know, is to batch and make sure that we're getting ahead as content creators, but it's most important that you commit to that schedule, getting out anchor content once a week at a minimum, so that you are able to be consistent and visible to your audience. Visibility is important, but visibility won't lead to sales unless you have a specific strategy in place. Now we are going to be hosting a visibility to sales challenge coming up in October. We would love for you to join in. We're going to be making turning your visibility into actual sales so that you can see the difference it can make when you create content that is actually connected to your sales.