Stop Being a One-Platform Wonder: Get Found on Social, Search and AI

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Going share a line with you that I share with my clients.
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And I hope that when you hear this, it gives you the permission to not be a one-platform wonder, and I'll get into this deeper.
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But that is the feed creates speed.
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The long game builds your name.
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Now, what does this mean when I'm talking about this?
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Well, it honestly means that most people are focusing only on social media.
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I love social media.
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But they're only focusing on the most oversaturated place there is for sales, for attention, for leads. And when we think about this, why am I going to put myself in a situation where I am only in the most And especially if you're in a high niche or industry.
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that has a lot of people that are also on social media doing the same things.
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Now, when we look at the feed, let's talk about the facts about this feed.
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We already know them. That's why we're on social media.
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And if you're not on social media, then this is why you should be on social media.
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I'm not trying to tell anybody to get off social media.
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I am trying to explain that there is a place for both.
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So when we talk about the feed, the feed rewards speed, the feed rewards consistency, the feed rewards attention.
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So if we think about posting a reel today or a TikTok today, even outside of your current followers are going to see it.
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Now, depending on if it gets out of the what is it, the 200 view jail, that's that's up to the hook and that's up to how much attention you're getting.
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But we think about when we post a carousel or just like a a Facebook feed post, right? That is going to warm up the followers we have even more.
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They're much more likely to see that type of content because they're already following us. Now, when we distribute a type of of content like a video, it doesn't mean they're necessarily going to follow it because it's also given the opportunity to our non-followers.
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That's why we love that type of content because it goes outside of our current audience. But when we think about social media, it is a great opportunity to warm up the audience that we have and also get outside of the audience that we have.
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Both things are true.
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And when we think about social media, we can build a community on social media.
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We can build not necessarily like a Facebook group, but we build a community of people who feel like we're speaking their language.
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And we want to think about this in a way that a lot of people avoid social media because they're worried about what people are gonna think.
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they don't want to get on video, they don't want to deal with haters.
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And all these things are true.
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Don't get me wrong. However, if we continuously post content that everyone with, what does that do for us?
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Nothing. It does nothing for us.
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And when I think about social media, that's where I launch my offers.
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That's where I share the new news, so to speak. That's where I'm gonna put the constant.
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growth out in front of my audience.
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But when we think about our content on social media, unless we put money behind it and we put ad spend behind it, we are thinking every piece of content has 24 hours, max 48 hours, unless it goes viral.
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That's it. Sometimes things will come back in the feed later, but for the most part, 24 to 48 hours unless it pops off and goes viral.
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Now, the feed does give us that quick hit, but we don't own social media.
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I want you to think about in the last month, how many people have you saw on social media saying, I lost my account, or I'm starting a new account, or I'm trying to get my account back.
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Even if you pay for the blue check mark, like you have no ownership. You're truly renting attention.
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Now, is it worth it? A hundred percent it's worth it.
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But it's not worth it to put all our time and energy in one thing that can be taken away from us. Yes, I like social media because of the fast and the speed.
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But I don't like social media because we never own it.
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We're only renting it. And so if we think about okay, I'm gonna build this rented space, which is great, and and I again I'm not knocking social media, I think you should build that rented space.
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At the same time, building the own spaces that you can create that all have a different strategy, so to speak, than the feed.
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I just searched was that 600,000 searches are happening each month on how to delete an Instagram account.
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600,000 a month. Now I I'm sure Facebook has a similar number, maybe TikTok has a similar number, but how many People are actually going to delete their account.
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Let's say 50%, that's still a lot of people deleting Instagram accounts.
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That's a lot of people looking for their fix or their dopamine hit somewhere else.
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And so when we think about visibility baskets, there are three of them. One of them is the feed.
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If we're only putting our eggs in that basket, We're setting ourselves up for a breakdown or a faceplant if something were to happen to that feed. If something were to happen to that platform.
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So when we think about the feed, we talked about what it can do for you.
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What can it not do for you? Well, it can't build your name. It can build your name on that platform.
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You can be a superstar on Instagram or a superstar on Facebook or LinkedIn or even TikTok for that matter.
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But it doesn't go outside of that.
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We make daily deposits when it comes to social media, but we don't always get daily rewards.
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I want you to think about this.
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If you feed the feed daily, because that's what we call the feed, we all go to a social media feed no matter what platform we're on, but is the feed feeding you back?
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Because if we're feeding something daily and it's not feeding us back, we've got to fix that.
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Because when somebody asks Google, ChatGPT, Claude, Jim and I, who is the go-to for whatever it is that you do, those systems are not going to see who even has the most followers on Instagram or know who's making the much most money on Facebook.
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They don't have a clue. And this is the perfect opportunity for you because it doesn't matter how many followers you have and it doesn't matter how much money you make.
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It it simply matters are you who you say you are and can you back it up?
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And I'm gonna explain. So again, when it comes to the feed, think about fast reach.
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Fast dopamine hits because we get views instantly, almost, but it also doesn't last more than twenty four to forty eight hours.
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And then we want to think about the long game.
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So what is the long game? Well, if you've ever listened to this podcast long enough and you've heard me talk about short term marketing and long term marketing, the long game is long term marketing.
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Why is it called long term marketing?
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Because it has a longer shelf life.
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Because it gets better with age.
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Because it's searchable, not just, it shows up on the feed and then it disappears because you posted that last It doesn't matter.
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It grows with time. It grows with visibility.
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It grows with searchability. And so we think of the long game as everything that keeps working while you sleep.
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Let's look at it as your website is the long game.
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It tells everyone exactly who you are, and I'm assuming tells people how they can buy from you.
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Let's think of the podcast. If you have a podcast, that is the long game. If you think about testimonials, That is the long game because you're showing proof, right, on your website, and maybe it's your body of work or your intellectual property.
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They're all pointing to the same story.
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And that's what we want. The long game is going to be searchable.
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So we think YouTube is searchable, podcasts are searchable, blogs are searchable.
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What else is searchable? PR opportunities, being cited.
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And PR articles, being on other people's podcasts.
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If you don't you don't have to have a podcast, you can be on other people's podcasts and they back up everything that you say.
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And so this is twofold because the long game isn't just search and Google search, it's also AI. Because everything that you feed into the search visibility also can be air quote searched by AI.
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And that is this beautiful circle.
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I like to call this the circle of trust because we have this website and it says we do all these things.
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We have all these social media channels and it says we do all these things.
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And what happens is when we get PR or cited or we're on somebody's podcast, they are backing up the things that we say.
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When we have testimonials, and I don't mean screenshots, I mean actual testimonials that you can link to to show that that is a real life person.
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This helps AI and Google both trust you even more.
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When we build our name on assets we own and we control every appearance, every episode, every client win adds another stack.
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And so this is the work that does all the heavy lifting for you.
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Whenever you hear me talk about building a visibility strategy that works harder than you do, you cannot do that without the long game. It ha the long game has to be part of it.
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And when I used to t teach the long game or the long Term marketing strategies back in 2021.
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I said you don't need a long-term marketing strategy if you only plan on being in business for like a year.
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But if you plan on being a business longer than a year, you need a long-term marketing strategy.
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We're building on our own assets.
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And yes, we don't own YouTube per se, but we own a blog post, right?
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We own the fact that we are on other people's podcasts.
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We own a podcast. And so this is really the difference between Being seen for that moment or as someone scrolls really fast through the feed and then being known and unforgettable, which is what we want. Now when we look at it and we tie it all together, they each have a place. I'm never telling you to abandon social media, but maybe you realize that social media is not my favorite place to be.
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So why am I spending all this time here where I don't even want to be?
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And what's the odds that maybe your person isn't even loving spending time on social media right now.
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And so we need a presence there, but we don't need to live there.
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And it doesn't need to be the only presence we have.
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And then we also want to decide how am I going to create this long game?
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Am I going to write blog posts?
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Am I going to do long form video for YouTube?
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Am I going to create create podcast episodes, create a podcast or be on other people's podcasts?
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Am I going to go on a PR sprint and get my name mentioned everywhere I possibly can?
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It's creating this loop. Feed brings in people faster.
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The long game makes sure that when they or a machine come to look for you, you're impossible to miss. And that's what I want for you.
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So feed brings speed. The long game builds your name.
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And the long game is the search, which Google is still the number one search engine, and AI, which people 20% of All industries are now asking AI who to hire, who to buy from, what product to buy, all those types of things. It's a 20% now.
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That is just going to continue to increase.
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We're going to see Google kind of drop down a little bit and we're going to see AI increase. And so I want to challenge you, is your person going to always buy on the feed?
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Maybe not. Are they always going to buy by searching and doing their research?
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Maybe not. Are they always going to buy letting AI give the recommendation?
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Maybe not.
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But if we don't have all three of those prepared, if we're not making sure that we're making the visibility deposits in each of those, then we're missing out on one.
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And the thing is, in my world, I don't want you living on social media.
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I don't want you living on your computer.
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I don't want you living online.
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I don't want you to feel like this is so much work because honestly, most of the things you need, you probably already have.
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You just don't have it built in the right place or have it in the right place.
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It's not visible to Google and it's not visible to the machines.
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And we want everything to be visible in a way that makes sense for humans and it also makes sense for machines.
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And so when we have this visibility trinity, so to speak, these three things, we are no longer in an oversaturated market because most people don't think the AI search is ever coming and it's already here.
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Most people aren't worried about being searchable by Google.
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But guess what? If somebody finds you on Instagram, And they want to go see what backs you up if they don't find you on the first page of Google. That's a problem because to them you're invisible and maybe you're not as good as you say you are on Instagram.
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Again, this is where we want to back everything up.
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Google's not gonna put somebody on the front page they don't trust.
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Google's not gonna give somebody the top spot that they don't have confidence in.
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And so we wanna build this in a way that diversifies each of those visibility buckets and also makes us unforgettable on all those and findable. The feed is a happenstance, meaning you post a piece of content, that person who is looking for the thing has to be online in that 24 to 48 hours and that piece of content has to come up while they are on in order for that match to happen.
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When it comes to searchability, people go and search. You want to be ranked, you want to be so specific that that's who you are and you come up.
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I'm not willing to leave everything to happen stance.
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I'm not leaving social media because I still, it's my favorite. It's it's my visibility archetype, which we're gonna talk about in the visible and in demand program coming up in September. But what I wanna do is make sure you have your archetype, but you're also feeding the other buckets too.
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But your archetype is your main goal.
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Your archetype is your main moneymaker, lead generator. And that's why this is so important.
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So if you want more information on this and you want to know what is my visibility archetype and how do I even feed all these buckets and how do I not let it take over my life in the process and how do I become the the in the least saturated place that there is, this is the work that we're doing inside of Visible and in demand.
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So I'm gonna drop all of the information in the show notes.
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If you ever have any questions about any of my programs, feel free to reach out to me. If you love this episode and you just had an aha, make sure you share it with me because I would love to share it with my audience as well.