How I Create Visibility for My Small Business

January is a month fueled with overwhelm, “shoulds,” fatigueand pressure as we try to get back in the groove. So changing tacks this month and sharing what I’m doing to build visibility for my business vs. a “To Do” list. If it’s inspiring, wonderful. If you’re not quite ready, to implement one or any of these, that’s OK too. I’ll always meet you where you are.

Why a Focus on Creating Visibility Helps Your Small Business Stand Out from the Competition

I’ve been there, I’ve compared myself to other businesses, but it only helped to be self-defeating and self-destructive. I had to stop thinking of other businesses as better than mine, when in fact, they were simply different or more importantly were better with their brand awareness.

People will often hire the competition because they simply don’t know you exist or your messaging is not clear that you offer the same features or ones that actually may be more aligned with what a prospect needs. So I had to quickly learn that if they don’t know/see what I could do, how/why would they hire for my branding and marketing services? So this means creating visibilty for my small business in 2026.

5 Things I’m Doing to Make My Small Business More Visible This Year and Why These Will Work

This year I’m working to improve my brand awareness and visibility, but before considering which channels to use, I start with te basics, my SEO Keywords.

I looked at what words/keywords I wanted to be known for or searched by my target audience in online searches. I compiled a list of single words, two words and longer keyword phrases. Once this was complete, I’ll infuse them into the content I share, in as many ways as possible. These include in my:

• Google Business Profile

• Website

• Blog posts

• Social Media (including my bio)

NOTE: Knowing your brand’s keywords does not mean that you can’t write about different topics. It’s just a more strategic way to go about communicating what’s important for prospects to associate with you when you do. Now… let’s get to those visibility tactics!

1. Sending Monthly Emails

   I love email. Like a website, email is owned media. That means that I have 100% control over what I share and when, and who I send it to. Uniquely, with email I can send highly targeted messages to select (or segmented) groups within my followers that are specific to their needs and interests.

   
   

   In terms of frequency, I’m continuing with monthly emails. Before the end of the year, I’d love to send them every other week but candidly I’m just not there yet. Monthly doesn’t work for everyone and some small businesses I work with start out with quarterly emails. Many suggest emailing weekly for the biggest bang for your buck, but… I’m in the camp that you need to find a frequency that you can do consistently AND you should have something valuable to share. Simply sending out more frequent emails that don’t provide any value to your subscribers is akin to spam.

   
   

   Myth Buster

   I know some small businesses are hesitant to send emails. The biggest myth is that you’re “bothering them”.” In a time where all email subscribers legally need to opt in, your recipients have told you that they are interested in what you have to say. As long as you’re not emailing subscribers daily with meaningless information or constantly asking them to buy/only selling to them, they will want to open your emails and in fact will welcome them.
   

2. Blogging I love doing a deeper dive on topics that are important to my small business, target audience that social media within a newsletters body can’t quite do.

   
   

   Blogging is a tremendous marketing strategy and tactic for small businesses to use:

   • It’s great for positioning you and your business as a knowledgeable and trustworthy resource on the topics you cover. This goes a long way when prospects are considering your business. For me, I love talking more about the world of branding and how important having your core brand messages in place is for a business (of any size). Blogging is a great way to share my POV and knowledge to potential clients.

   
   

   • Blogs boost a small business’ SEO/Google rankings. If you want to be found by a specific keyword in a Google search, include those words and phrases (as they make sense) in your blogs. A blog can also be written to speak to a local or geographical-based audience by including cities and states. I also put my most important SEO keywords in the titles and headers for an extra boost!

   
   

   • Content from your blogs is great for repurposing across other marketing initiatives. To be honest, in 2026, I need to do better and share key quotes and information about my blogs across my social media, Google Business Updates and even revisiting them in future posts! I often share once, but don’t share a few times over the course of a year, especially on those topics that are near and dear to me and my business’ positioning.

   
   

   • They can be shared within an email for a bigger impact or as standalone. Though I do like sharing on another channel that a blog has been published.
   

3. Speaking Engagements This year I am looking to increase my public speaking opportunities. By this I mean, more panel appearances, both online and I hope, in person on a conference panel, plus more podcast guest spots. In 2025, I was fortunate to be on the True Vineyard Colors podcast and virtual Massachusetts Business Network lunch and learn panel this past year.

   
   

   Getting these types of opportunities takes some extra work: 1. Creating a list of topics I can speak on, 2. Creating a pitch/proposal and 3. Putting the word out into my networking communities and looking for podcasts hosts and conferences are searching for guests.

   
   

   For Conferences, I’ve primarily been watching women’s conferences that I consider attending and what type of topics they cover. I have pitched two, that weren’t a fit but I’ll keep trying. It’s also something I’ll share that I’m looking for in my networking events when applicable.

   
   

   For Podcasts, I use search groups like Need a Guest and Podcast Voice and honestly I meet many podcast hosts through networking or through organically searching topics that I want to listen to.
   

   You never know where the next opportunity can present itself so I want to be ready with my reply and pitch.
   

4. Networking Living on an island and trying to reach larger audiences for my business can be a little tough as any off-island events require a ferry ride and often $$$. While I serve local businesses here, a lot of my work is actually not on Martha’s Vineyard but with clients all across the country. How have I gotten those off-island clients? Networking. Simply honing my overview or elevator pitch so people know who I am, and offering support/my POV when it comes up in these groups. People hire people, and people whom they trust.

   
   

   This year I’m looking at all of the networking events I attend and removing those that no longer serve me. I’m not talking “Leaving the Toxic Mom Group” level but I’m looking at ones whose attendees, focus or values have changed, or the attendees aren’t a great match for my business. This also means eliminating those that feel too cliquey of which more time trying to sell to me vs. adding value. I’ve never been into the pushy sales approach.

   
   

   I like the groups who allow everyone to introduce themselves and then break out into small groups for a “1:1” approach. This gives me a chance to know who’s attending and if we don’t meet in the small group, I can still connect if there’s an interest. The small groups/breakout rooms, give me the chance to learn more about some really amazing entrepreneurs.

   
   

   The bottom line, finding ways to connect with women-owned businesses I may not normally get to meet IRL or who may not see my marketing. I want supportive communities where we lift each other up and where you/your business may be referred even if you’re not in the room. So far, Networking and Word of Mouth have provided the most referral and business for me, not selling. So this “channel” is really important to me and my business.
   

5. PR/Community Engagement While I’ve won a few awards over the last few years (BBW Best Marketing Agency 2025 and a Top 10 Cape & Plymouth Watch List finish), I don’t often share these accolades other than in 1-2 social posts. Hard selling has always had an ick factor, as has bragging about one’s accomplishments.

   
   

   However, I do realize that in 2026 I need to find a balance and tie value to why these accomplishments matter to others. I’m also going to look at opportunities that support my local community from a sponsorship perspective or what I’ve always loved to do volunteer. This last tactic is still a work in progress.

Visibility will always be a crucial tactic in getting new business and building brand awareness. You can’t expect to get new business if you’re not putting yourself out there, which can push you out of your comfort zone. This year, I’m doing things that are both familiar, but several I haven’t done before, and the latter is often how I tend to grow the most.

Do you already have any of these planned for this year? Did any of these ideas spark something you want to try? Let me know if you have questions about how to get started or about how together we can strengthen your brand messaging in 2026.