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700. Visibility Is Not Marketing: It’s a Discipline · Daily Influence

• 0:10
  [SPEAKER_01]: Welcome to Daily Influence, your daily dose of positive influence.
• 0:14
  [SPEAKER_01]: I'm Brian Smith founder of IA Business Advisors and co-author of the Iain team series.
• 0:19
  [SPEAKER_01]: Each day we share stories and insights to help you find be and build your influence in a positive and responsible way.
• 0:27
  [SPEAKER_00]: And I'm Greg Kleeneau, partner at IA Business Advisors, and co-host of Daily Influence.
• 0:32
  [SPEAKER_00]: Be sure to follow, subscribe, and share Daily Influence with someone who could use a little extra positivity today.
• 0:39
  [SPEAKER_00]: And make us part of your daily routine, whether it's during your commute on a walk or an quiet moment just for you, because you're influenced matters.
• 0:48
  [SPEAKER_01]: Hey, everybody, Brian Smith here with the IA Team Series, and your Daily Influence.
• 0:53
  [SPEAKER_01]: And today as we hit the road,
• 0:55
  [SPEAKER_01]: episode 700, I want to start this next series in a place that I think every business owner, every leader has felt frustration with marketing, frustration with social media, frustration with a sense that you're putting things out there, but nothing is really connecting the way you think it should.
• 1:12
  [SPEAKER_01]: And here's the reality, most businesses believe they have a marketing problem, but they don't, but they have as a communication problem, and more specifically,
• 1:24
  [SPEAKER_01]: social media doesn't create that problem and exposes it.
• 1:28
  [SPEAKER_01]: So look, most marketing isn't strategy.
• 1:31
  [SPEAKER_01]: It's just activity.
• 1:32
  [SPEAKER_01]: And what we see all the time is business is treating social media like advertising, hosting about what they do, what they offer, you know, why they're great.
• 1:43
  [SPEAKER_01]: And then wondering why it doesn't translate into real engagement or real opportunities.
• 1:49
  [SPEAKER_01]: But the market is not sitting there asking what do you do?
• 1:54
  [SPEAKER_01]: their risks, the decisions they have to make in the uncertainty that they feel.
• 1:59
  [SPEAKER_01]: So when your communication is centered on you, it may be accurate, but it's really not relevant to the people that you're speaking to.
• 2:07
  [SPEAKER_01]: And if that's not relevant, or if it's not relevant in the moment that it's seen, it's just going to get ignored.
• 2:13
  [SPEAKER_01]: There's going to scroll past it.
• 2:15
  [SPEAKER_01]: And this is where we have to be honest.
• 2:17
  [SPEAKER_01]: If there is no structure behind how you communicate, then it's not strategies, just activity.
• 2:23
  [SPEAKER_01]: You're just making more noise.
• 2:25
  [SPEAKER_01]: Communication is a system.
• 2:27
  [SPEAKER_01]: It's not an event.
• 2:28
  [SPEAKER_01]: Most leaders approach communication as something they try to keep up with.
• 2:33
  [SPEAKER_01]: Post when they can say something when it comes to mind or react to what's happening.
• 2:39
  [SPEAKER_01]: But effective communication is not react.
• 2:43
  [SPEAKER_01]: It's designed.
• 2:43
  [SPEAKER_01]: It has structured as a defined audience.
• 2:46
  [SPEAKER_01]: a defined message and a defined cadence and purpose.
• 2:51
  [SPEAKER_01]: And this is where smart comes in differently that most people think about.
• 2:56
  [SPEAKER_01]: Smart is not just for goals.
• 2:58
  [SPEAKER_01]: It's a communication discipline.
• 3:01
  [SPEAKER_01]: Is it specific?
• 3:02
  [SPEAKER_01]: Who are you actually speaking to?
• 3:04
  [SPEAKER_01]: Is it measurable?
• 3:05
  [SPEAKER_01]: Is it creating engagement or understanding?
• 3:09
  [SPEAKER_01]: Is it attainable?
• 3:10
  [SPEAKER_01]: Can you do this consistently?
• 3:12
  [SPEAKER_01]: It isn't relevant.
• 3:13
  [SPEAKER_01]: Does it matter to your audience?
• 3:16
  [SPEAKER_01]: Is it timely, are you showing up in a way that connects in real time?
• 3:21
  [SPEAKER_01]: If your communication isn't smart, it's not structured.
• 3:25
  [SPEAKER_01]: And if it's not structured, it will not scale.
• 3:28
  [SPEAKER_01]: Visibility without value creates noise, not trust.
• 3:32
  [SPEAKER_01]: A lot of businesses are focused on being seen, more posts, more content, more visibility.
• 3:38
  [SPEAKER_01]: But visibility alone doesn't build trust, understanding does.
• 3:43
  [SPEAKER_01]: And there's a big difference.
• 3:46
  [SPEAKER_01]: and still not be the person or the company people turn to when something actually matters because trust is built through clarity, consistency, relevance, and value over time, not promotion.
• 4:01
  [SPEAKER_01]: The shift is simple, but not easy.
• 4:03
  [SPEAKER_01]: Stop asking, how do I promote what I do?
• 4:07
  [SPEAKER_01]: Start asking, what does my audience need to understand right now?
• 4:12
  [SPEAKER_01]: That's where positioning is built.
• 4:14
  [SPEAKER_01]: That's where demand starts to find you.
• 4:17
  [SPEAKER_01]: Look at the end of the day, this isn't about being seen more.
• 4:20
  [SPEAKER_01]: It's about being understood consistently, because real influence is it measured by how often you show up.
• 4:27
  [SPEAKER_01]: It's measured by whether you're a message, actually connects and continues.
• 4:32
  [SPEAKER_01]: And as we move into this next series together, and we move past the 700th episode, we're going to shift from reacting to designing,
• 4:42
  [SPEAKER_01]: from activity to intention, because if you don't design how you operate, you will be managed by what you've built.
• 4:50
  [SPEAKER_01]: I hope you enjoyed today's episode of Daily Influence and I'll look forward to continuing this conversation in the future.