Full Transcript for Episode 121 - Relationship Marketing vs Broadcast Marketing: Why Visibility Alone Isn't Creating Clients in 2026

while and lurking in the background. 00:02:12.400 --> 00:02:15.520 They may join your email list and just quietly observe. 00:02:15.680 --> 00:02:17.039 They may never reply. 00:02:17.199 --> 00:02:22.960 They may attend your webinar, listen to your podcast, follow you on social media, and still not be ready to buy. 00:02:23.120 --> 00:02:26.240 But that doesn't necessarily mean your marketing isn't working. 00:02:26.479 --> 00:02:29.599 What it means is that trust has become more important than ever. 00:02:29.680 --> 00:02:30.560 And I think you know that. 00:02:30.639 --> 00:02:32.560 I'm not telling you anything you don't already know. 00:02:32.800 --> 00:02:35.520 That's changing how our clients are made. 00:02:35.680 --> 00:02:44.800 That's changing how the conversions are done because visibility gets us the attention, but it's the trust that creates the action when they go to buy. 00:02:44.960 --> 00:02:48.159 And that's where I think most of us are getting stuck. 00:02:48.479 --> 00:02:53.280 So I want to talk to you about broadcast marketing versus relationship marketing. 00:02:53.599 --> 00:02:57.840 For years, most marketing advice has been built around broadcast marketing. 00:02:57.919 --> 00:02:59.360 Now, what is broadcast marketing? 00:02:59.520 --> 00:03:07.759 Broadcast marketing is all about pushing, it's push marketing, pushing your message and getting it out in front of many, as many people as possible. 00:03:07.919 --> 00:03:16.879 So things like radio ads, TV ads, all the stuff that is pushed at you, more content, more reach, more followers, more impressions, more eyeballs. 00:03:17.039 --> 00:03:19.919 And listen, visibility matters. 00:03:20.080 --> 00:03:20.960 I teach that. 00:03:21.039 --> 00:03:22.879 I'm a visibility strategist. 00:03:23.039 --> 00:03:23.840 So it matters. 00:03:24.000 --> 00:03:27.919 But here's the thing you can't build a business if nobody knows you exist, right? 00:03:28.000 --> 00:03:31.520 So that's why the visibility is so important. 00:03:31.759 --> 00:03:33.360 It absolutely matters. 00:03:33.680 --> 00:03:37.520 The content is the first step of my framework. 00:03:37.759 --> 00:03:41.759 The problem happens when visibility becomes the entire strategy. 00:03:42.400 --> 00:03:49.680 When entrepreneurs come to me and they're saying, well, if I just post more, if I just get more followers, if I just get more views, then the clients will come. 00:03:50.000 --> 00:03:53.039 But visibility itself doesn't create the clients. 00:03:53.280 --> 00:03:56.960 Visibility just creates the first piece, which is the awareness. 00:03:57.120 --> 00:04:01.280 And the awareness is really important, but it is only the beginning. 00:04:01.520 --> 00:04:03.759 So let's talk about relationship marketing. 00:04:04.000 --> 00:04:08.400 Relationship marketing, which is what I prefer, asks a different question. 00:04:08.639 --> 00:04:14.719 Instead of asking, how many people can I reach, it asks, how many relationships can I build? 00:04:14.960 --> 00:04:17.519 And I think this is where the biggest opportunity exists right now. 00:04:17.680 --> 00:04:19.120 In fact, I know it does. 00:04:19.360 --> 00:04:21.759 Let me give you some examples of what I'm talking about. 00:04:22.079 --> 00:04:23.600 Think about collaborations. 00:04:23.759 --> 00:04:32.480 When you're invited onto someone's podcast to speak to their community, partner on a workshop, you're being introduced by someone the audience already trusts. 00:04:32.720 --> 00:04:40.000 The person hosting you has endorsed you and essentially is saying to their audience that they trust you. 00:04:40.399 --> 00:04:43.279 That trust transfers to you. 00:04:43.759 --> 00:04:45.199 Think about referrals. 00:04:45.360 --> 00:04:54.319 A referral is one of the fastest trust-building tools that exists because someone already believes in you and shares that confidence with someone else. 00:04:54.560 --> 00:04:56.319 And then there's the conversations. 00:04:56.560 --> 00:05:00.639 What I'm talking about with conversations, the DMs on social media. 00:05:00.800 --> 00:05:03.920 People call them private messages, direct messages, whatever it is. 00:05:04.000 --> 00:05:06.000 It's a DM or a private message online. 00:05:06.480 --> 00:05:09.040 A networking event, those have conversations. 00:05:09.199 --> 00:05:11.519 A coffee chat, there's a great conversation. 00:05:11.759 --> 00:05:14.720 An email reply that opens up a conversation. 00:05:14.959 --> 00:05:19.519 The quick follow-up after a webinar or a live masterclass or a workshop. 00:05:19.759 --> 00:05:23.920 Those moments often build trust faster than weeks of content can ever do. 00:05:24.399 --> 00:05:27.519 Because content helps people know you, so it is important. 00:05:28.000 --> 00:05:31.040 But the conversations help people trust you. 00:05:31.120 --> 00:05:33.920 And trust shortens the path to becoming a client. 00:05:34.079 --> 00:05:39.120 People convert into buyers faster when they know they can trust you and you've established that. 00:05:39.519 --> 00:05:46.240 This is the exact framework that I teach inside my eight-week group coaching accelerator called Business Visibility Made Easy. 00:05:46.480 --> 00:05:52.560 What I teach is that content creates visibility, visibility creates the conversations. 00:05:52.879 --> 00:05:58.639 The conversations create the opportunities, and the opportunities are what create the clients. 00:05:58.879 --> 00:06:01.759 And so it's this conveyor belt that I want you to get on. 00:06:01.920 --> 00:06:08.560 The beginning part of the conveyor belt, you could call it a pipeline, you could turn it vertically and call it a funnel, whatever your visual works for you. 00:06:08.720 --> 00:06:13.519 I like a conveyor belt, a horizontal conveyor belt, kind of like the people mover at the airport. 00:06:13.759 --> 00:06:15.920 The first step of it is the content. 00:06:16.160 --> 00:06:19.120 Then we move on because now you've

got visibility. 00:06:19.279 --> 00:06:23.600 Then the conveyor belt moves that visibility over into creating conversations for you. 00:06:23.759 --> 00:06:27.759 The conveyor belt moves those conversations towards what does it create? 00:06:28.000 --> 00:06:28.800 Opportunities. 00:06:29.040 --> 00:06:34.560 And at the end of the conveyor belt, after you've gone through all of those things, that's where your clients are waiting. 00:06:34.800 --> 00:06:37.360 But most entrepreneurs stop at the visibility part. 00:06:37.439 --> 00:06:40.480 They stop right in the middle of the people mover, and that's not very good. 00:06:40.800 --> 00:06:46.639 They create the content, they post consistently, they send the emails, and then they wait. 00:06:46.879 --> 00:06:50.000 They sit in their kitchen at the kitchen table and wait. 00:06:50.079 --> 00:06:50.879 How do I know this? 00:06:50.959 --> 00:06:52.800 Because that's where my office is. 00:06:53.439 --> 00:06:56.240 But listen, visibility is only step two. 00:06:56.399 --> 00:07:01.360 The real magic happens when the visibility starts to create the conversations for you. 00:07:01.600 --> 00:07:09.120 When someone replies to your email, and there's so many fun creative ways that I teach to get our subscribers to want to reply to us. 00:07:09.360 --> 00:07:11.199 Maybe someone comments on your post. 00:07:11.360 --> 00:07:17.680 There's a conversation, and there's so many fun ways to get people to reply and comment on our posts. 00:07:18.000 --> 00:07:21.360 Maybe somebody reaches out to you after hearing you on a podcast. 00:07:21.519 --> 00:07:23.040 That's happened for me. 00:07:23.279 --> 00:07:25.279 Maybe somebody joins your free Facebook group. 00:07:25.360 --> 00:07:49.040 And you know, if you've been with me for any length of time, that the biggest thing to do when you have your own community or your own Facebook group is to set up your membership entry questions in a way that leads to list growth so that they will not only be added to your list as a subscriber where you could get them to reply back and have a conversation there, but also as and if they join a free Facebook group, you can send them a private message. 00:07:49.120 --> 00:07:54.399 If they join your community on school, Mighty Networks, Circle, Heartbeat, you can send them a private message. 00:07:54.560 --> 00:07:55.519 That's an opportunity. 00:07:55.680 --> 00:07:56.720 That's a conversation. 00:07:56.959 --> 00:08:08.079 So I'm talking about opportunities for referrals, opportunities for collaborations, opportunities for speaking engagements, and opportunities for sales conversations. 00:08:08.240 --> 00:08:10.720 And those opportunities become clients. 00:08:10.959 --> 00:08:16.560 So when I say the word client, I know we all automatically think about somebody buying what we sell, right? 00:08:16.800 --> 00:08:22.399 They bought the product or they bought the eight-week group coaching program or they bought the one-to-one package. 00:08:22.639 --> 00:08:24.480 But I want you to think deeper. 00:08:24.720 --> 00:08:30.639 A client in general terms could be a referral partner because it's technically a client. 00:08:30.720 --> 00:08:31.759 It's going to make you money. 00:08:31.920 --> 00:08:41.120 Collaboration, to me, that's a client because that person has enlisted their trust in me, which could lead to income and business growth. 00:08:41.360 --> 00:08:48.559 And so what I often tell my students and my clients is don't just measure visibility or heaven's sake, measure virality. 00:08:48.799 --> 00:08:50.399 Oh, don't get me started on that. 00:08:50.480 --> 00:08:52.240 Don't chase the vanity numbers, people. 00:08:52.399 --> 00:09:06.240 I'm a prime example of someone who has a very successful business and has for many years, without ever going viral, without having a massive email list, without having a massive social media following. 00:09:06.480 --> 00:09:08.960 I want you measuring the conversations. 00:09:09.120 --> 00:09:29.840 I would rather you track and count the analytics of how many connections and how many conversations you have had over the course of a week, a month, 60 days, 90 days, rather than looking at and tracking the analytics of your algorithm on the platforms we can't control, the analytics of your Instagram account, your posts, or your LinkedIn impressions. 00:09:30.000 --> 00:09:31.519 Oh, don't get me started on those. 00:09:31.679 --> 00:09:32.879 Who knows what those are doing? 00:09:33.039 --> 00:09:33.519 Nobody. 00:09:33.759 --> 00:09:37.279 And how much you reach out, um, how much reach you're getting on Facebook. 00:09:37.519 --> 00:09:50.639 I would rather you put those analytics to the side and not focus on them as much as you focus on how many other people am I talking to, because the conversations are where the business growth actually starts to happen. 00:09:50.720 --> 00:09:55.679 And it's way more fun than tracking a stupid analytic of an algorithm, right? 00:09:56.080 --> 00:10:00.320 The conversations are what build the trust, and the trust is where the money is made. 00:10:00.480 --> 00:10:03.919 This is how I was successful in sales for so many years in corporate. 00:10:04.080 --> 00:10:06.559 It's the trust is where the money is made. 00:10:06.720 --> 00:10:13.679 So you're probably thinking at this point, okay, Tracy, this sounds great, but how in the world does this connect to what you teach, which is list growth and leads? 00:10:14.159 --> 00:10:18.879 All right, so let's connect this directly to list growth so I can make it more clear. 00:10:19.200 --> 00:10:25.679 Many people think that growing an email list is simply about creating another free leap magnet, a checklist, a PDF, a freebie. 00:10:26.000 --> 00:10:34.000 And while those things can absolutely help and they're important, list growth is often a visibility in a relationship situation. 00:10:34.320 --> 00:10:37.120 Your content creates the visibility,

like we've been talking about. 00:10:37.200 --> 00:10:41.360 The visibility creates the conversations, the conversations create the trust. 00:10:41.440 --> 00:10:45.679 And when people trust you, they want to stay connected and they'll subscribe to your email list. 00:10:45.840 --> 00:10:47.279 They'll listen to your podcast. 00:10:47.440 --> 00:10:52.080 And when your podcast is set up for list growth, like I teach my students, they will join your list. 00:10:52.320 --> 00:10:53.519 They follow your content. 00:10:53.600 --> 00:10:59.519 And when your content is strategic, like I teach my students, they will join your list or get into the DMs with you. 00:10:59.679 --> 00:11:05.200 Not because you tricked them into downloading something, but because they wanted more of what you're sharing. 00:11:05.440 --> 00:11:14.240 Some of the best subscribers you'll ever get come from relationships, not random traffic, not cold audiences, relationships. 00:11:14.399 --> 00:11:21.679 And that's why I teach the content and visibility first, because that is what starts the entire conveyor belt process that I'm talking about. 00:11:21.840 --> 00:11:22.960 Hope this is making sense. 00:11:23.120 --> 00:11:27.120 We could also look at it in terms of a flywheel if that helps your visual better. 00:11:27.279 --> 00:11:28.799 Let's talk about that. 00:11:29.039 --> 00:11:35.440 This is, I think, the piece that most marketing frameworks leave out is how everything gels together. 00:11:35.679 --> 00:11:43.039 When opportunities become clients and you serve those clients well, something really powerful starts to happen. 00:11:43.279 --> 00:11:52.240 They start talking about you, they start referring people to you, they mention your name in conversations in rooms that you may not ever have been in. 00:11:52.480 --> 00:11:57.039 They invite you to be on a podcast or they hook you up with a cool podcast host. 00:11:57.279 --> 00:12:02.720 They introduce you to opportunities, speaking engagements, affiliate opportunities. 00:12:02.960 --> 00:12:06.159 They become advocates for you and for your business. 00:12:06.320 --> 00:12:14.559 And those referrals create more visibility, which creates more conversations, which creates more opportunities, which creates more clients. 00:12:14.720 --> 00:12:17.679 And the flywheel cycle starts all over again. 00:12:17.919 --> 00:12:24.559 And that's why I don't believe sustainable business growth comes from constantly creating more and more and more content forever. 00:12:24.960 --> 00:12:30.559 Sustainable business growth comes from creating relationships that eventually create opportunities on your behalf. 00:12:30.720 --> 00:12:35.279 And that's when business starts to feel easier and dare I say, way more fun. 00:12:35.519 --> 00:12:42.159 Isn't it, wouldn't it be more fun to think about the conversations and the human beings you're connecting with rather than chasing an algorithm? 00:12:42.480 --> 00:12:48.000 Because the relationships you've built begin working for you even when you're not actively marketing. 00:12:48.240 --> 00:12:55.519 One of my clients and one of my students and my alum mastermind, Valerie Mummert, she has had this happen for her recently and it's so fun. 00:12:55.679 --> 00:13:00.080 She said, My name is being mentioned in rooms that I'm not even in at the moment. 00:13:00.480 --> 00:13:04.159 That is the power of developing relationships and making connections. 00:13:04.480 --> 00:13:06.559 So, what do I want you to do about all this? 00:13:06.720 --> 00:13:09.440 Here's the question I want you to ask yourself this week. 00:13:09.759 --> 00:13:12.480 How can I create more conversations? 00:13:12.879 --> 00:13:14.159 Not more posts. 00:13:14.639 --> 00:13:19.120 Okay, but don't get me wrong, I'm not giving you permission to stop posting content. 00:13:19.279 --> 00:13:20.399 That's not what I'm saying. 00:13:20.559 --> 00:13:26.960 We have to have the content because that's the first step of the conveyor belt to get to the visibility flywheel that we just talked about. 00:13:27.120 --> 00:13:29.840 But I don't want you exhausting yourself doing it. 00:13:30.000 --> 00:13:35.200 One of my students shared with me that she was, she said, Tracy, what this content takes so long to chew. 00:13:35.360 --> 00:13:36.159 It takes me a full day. 00:13:36.320 --> 00:13:37.279 What am I doing wrong? 00:13:37.440 --> 00:13:42.559 And when we dug into it, oh my stars, she was trying to create, she's on Instagram. 00:13:42.639 --> 00:13:49.120 She was trying to create seven days of content, week in, week out, fresh content every day for Instagram. 00:13:49.200 --> 00:13:51.440 And I was like, oh no, ma'am, no ma'am. 00:13:51.679 --> 00:13:59.440 I teach an anchor piece of content, repurposing it into some fresh social media posts, sprinkling in your evergreen stuff. 00:13:59.679 --> 00:14:09.360 And we set up a system for you with a specific flow and cadence that you can do week in and week out fast and with ease because she doesn't need to be doing that. 00:14:09.519 --> 00:14:11.679 And that I was just like, oh man. 00:14:11.759 --> 00:14:14.799 When I found that out, I was like, nope, let's dig into this and let's switch this around. 00:14:14.879 --> 00:14:17.200 And she was so thankful she asked the question. 00:14:17.440 --> 00:14:23.440 I don't want you worrying about getting more followers or going viral with more views, right? 00:14:23.679 --> 00:14:25.519 I want you having conversations. 00:14:25.759 --> 00:14:31.360 I want you thinking of fun, creative ways to get your subscribers to reply back in the inbox when they get your email. 00:14:31.519 --> 00:14:33.440 Reach out to me if you need help with that. 00:14:33.679 --> 00:14:35.200 And in your DMs. 00:14:35.440 --> 00:14:38.000 So think to yourself, who could you follow up with? 00:14:38.159 --> 00:14:40.080 Who do you need to reconnect with? 00:14:40.320 --> 00:14:44.639 Do you have some

people you collaborated with in the past that might want to do that again? 00:14:44.879 --> 00:14:45.360 I do. 00:14:45.519 --> 00:14:50.240 I have some podcasts that I've been on last year and I'm like, oh, I need to reach out to them and see if they need a guest again. 00:14:50.320 --> 00:14:54.720 Or, you know, can I can I teach a training in your in your membership again? 00:14:54.960 --> 00:14:59.120 Do you have some old clients or students that might need or want a tune up? 00:14:59.360 --> 00:15:01.840 Or maybe they want to become your affiliates. 00:15:02.080 --> 00:15:03.759 And here's another thing to think about. 00:15:03.919 --> 00:15:05.200 Who could you refer? 00:15:05.440 --> 00:15:07.200 Who could you refer? 00:15:07.759 --> 00:15:10.799 Because when you refer someone, they will remember you. 00:15:10.960 --> 00:15:14.159 They will be thankful and they will strive to refer you more often. 00:15:14.240 --> 00:15:15.919 It's that reciprocity. 00:15:16.240 --> 00:15:18.000 Who could you collaborate with? 00:15:18.240 --> 00:15:25.120 Who could you invite onto your podcast or to do a live training with on Instagram or Facebook or Substack or wherever? 00:15:25.519 --> 00:15:27.600 Who could you exchange a blog with? 00:15:27.840 --> 00:15:29.360 What about your community? 00:15:29.600 --> 00:15:34.399 You and you in turn do the same, you do that for them, and they will in turn do the same for you. 00:15:34.639 --> 00:15:36.639 Who could you invite for a coffee chat? 00:15:36.799 --> 00:15:39.039 I'm not talking about a marathon conversation. 00:15:39.120 --> 00:15:40.879 I'm talking about 20 minutes. 00:15:41.039 --> 00:15:48.320 You spend the first five minutes talking about yourself, they take the next five minutes, and then you start talking about each other and how you can help each other. 00:15:48.559 --> 00:15:53.759 Because every conversation, I've seen it so many times, has the potential to become an opportunity. 00:15:53.919 --> 00:15:57.200 And remember, the opportunities are what create the clients. 00:15:57.360 --> 00:16:00.960 So if there's one thing I want you to remember from today, it's this. 00:16:01.200 --> 00:16:04.720 Your content matters, visibility matters. 00:16:04.960 --> 00:16:09.200 In fact, visibility, again, content and visibility is where everything starts. 00:16:09.440 --> 00:16:14.399 But that's not where it ends because the visibility and the content alone do not create clients. 00:16:14.480 --> 00:16:17.840 It used to, but times have changed and things are different. 00:16:18.080 --> 00:16:19.919 It's relationships that do it. 00:16:20.159 --> 00:16:26.000 So keep creating the content, keep building the visibility, but move people down your conveyor belt. 00:16:26.159 --> 00:16:28.480 Keep growing that email list, but don't stop there. 00:16:28.639 --> 00:16:30.960 Use your visibility to create conversations. 00:16:31.120 --> 00:16:36.080 Use those conversations to create the opportunities and let those opportunities become clients. 00:16:36.399 --> 00:16:38.799 Because remember, I'm gonna go over it again. 00:16:39.039 --> 00:16:49.279 Content creates visibility, visibility creates conversations, conversations create opportunities, and opportunities create clients, and clients create referrals. 00:16:49.440 --> 00:16:51.759 And referrals create more visibility. 00:16:51.919 --> 00:16:54.240 And there we go with the flywheel, right? 00:16:54.399 --> 00:16:58.879 The flywheel of business growth starts and starts to run in churn for you. 00:16:58.960 --> 00:17:07.440 And that's how you grow your audience, build your email list, generate more leads, and attract more clients without having to pay for ads or be online 24-7. 00:17:07.839 --> 00:17:09.599 And that's exactly what I teach. 00:17:09.759 --> 00:17:17.279 If you found this helpful, I would love for you to share it with another entrepreneur who's telling you I'm creating content consistently, but where are my clients? 00:17:17.519 --> 00:17:25.119 And if you'd like help building visibility strategy that leads to more, if or you have questions about um working with me, DM me or email me. 00:17:25.279 --> 00:17:26.640 I have one-to-one spots open. 00:17:26.720 --> 00:17:31.680 I've got some awesome summer VIP monthly coaching available just for this summer. 00:17:32.079 --> 00:17:33.680 So reach out and let's talk about it. 00:17:33.920 --> 00:17:36.640 I have an awesome newsletter I cannot wait for you to dive into. 00:17:36.720 --> 00:17:47.119 Go to tracybeavers.biz forward slash newsletter because I know you're ready to grow your email list, attract those consistent clients, and do it in the way that I just described. 00:17:47.279 --> 00:17:49.839 And that's what I give you every week in my newsletter. 00:17:50.000 --> 00:17:56.799 And I also give you some really silly things that have been going on in my house that I probably shouldn't tell you about, but I think it's entertaining. 00:17:56.960 --> 00:18:00.240 So it's not the same old boring marketing stuff you've heard before. 00:18:00.480 --> 00:18:00.799 All right. 00:18:00.880 --> 00:18:02.319 You know, I say this every single week. 00:18:02.400 --> 00:18:03.279 Don't go it alone. 00:18:03.440 --> 00:18:10.880 Being an entrepreneur is freaking hard because some days everybody wants to buy what you're selling, and other days you feel like nobody can remember your name. 00:18:10.960 --> 00:18:14.319 And if you think you're alone in that, you are not alone in that. 00:18:14.559 --> 00:18:16.079 We all have days like that. 00:18:16.319 --> 00:18:22.160 So get yourself into a community of support where you can get feedback and get encouragement. 00:18:22.319 --> 00:18:27.200 I want you to have a great balance of the week and weekend, and I want you to remember that when one of us rises, we all rise. 00:18:27.279 --> 00:18:30.000 So that is why we have got to keep cheering each other on. 00:18:31.599 --> 00:18:34.880 Hey, thanks for tuning in to create your online business success. 00:18:35.200 --> 00:18:39.440 I hope you found today's episode packed with actionable tips and inspiration. 00:18:39.680 --> 00:18:50.640 And listen, if you want to dive even deeper with me and connect with a community of like-minded entrepreneurs that totally get you and understand what you're building, then join us in my free Facebook group. 00:18:50.799 --> 00:18:58.480 You get to promote your offers anytime, network with other entrepreneurs just like you, and possibly find some lucrative collaborations. 00:18:58.640 --> 00:19:04.880 Just search for Be a Confident Entrepreneur, get visible, grow your email list and your income over in Facebook. 00:19:05.119 --> 00:19:08.319 Or, if it's easier, just click the link in the show notes. 00:19:08.480 --> 00:19:10.480 We cannot wait to welcome you in. 00:19:10.640 --> 00:19:16.079 Let's stay connected so we can create your online business success together.