5 Ways to Be More Visible in 2022

Contributed by Melissa Barker, Founder & CEO, Women Entrepreneurs Inc.

After owning a business for seven years, one lesson has become abundantly clear: People can’t buy from you unless they know who you are. Although this sounds obvious, too many women aren’t leveraging the many opportunities that exist to make their businesses visible.

Unsure as to how you can get your brand more exposure in 2022? Start by filling in the GAPS. GAPS is an acronym that we’ve developed to help you easily remember four key opportunities you can capitalize on this year — and moving forward.

G - Grants

Contrary to common belief, grants are not exclusively reserved for nonprofits. In fact, grants for women entrepreneurs — created by women entrepreneurs — are steadily on the rise. One example is the Tory Burch Foundation.

What’s the cool thing about grants (aside from the debt-free infusion of cash, which is also pretty amazing)? The killer PR buzz surrounding your brand! Nearly all grant programs announce their selected recipients, which can help you reach audiences you normally wouldn’t have access to.

A - Awards

If you’re like me, you don’t care much about getting public recognition, or hanging a fancy plaque on the wall. Much like grants, however, awards are all about that PR buzz!

What is even more incredible about award programs is that you don’t have to win to reap benefits. Oftentimes, finalists are featured alongside the actual award winner. And, guess what happens the next year when they offer the same award? Organizers are going to feature last year’s award finalists and winners.

Some other massive benefits that accompany participation in an awards program are third-party validation of your efforts, expanding your network, and the authority that comes with being an award finalist or winner.

P - Press

Last year, Women Entrepreneurs Inc. was featured on Forbes. This coverage didn’t arise out of the blue! Forbes didn’t find us out of happenstance, or call us to pitch a story. Instead, our team was behind the press coverage that we received.

What did we do to have our story picked up? We decided that what we are doing at Women Entrepreneurs Inc. is awesome and innovative, so we sent a pitch to Forbes. The editors reached out to agreed, and the rest is history!

Not sure where to start in pitching your own story? There are several strategies that increase your chances of getting coverage. First and foremost, telling your story — and the “why” behind your business — is critical. Simply describing your business won’t go far, and won’t stand out as genuinely unique.

Additionally, if you don’t know who in the media to contact, conduct a Google search of outlets that have covered women-owned brands. See where other female entrepreneurs have been featured. Also, start locally! Once your story has been featured, add media logos of where you’ve been covered on your website. This enhances your authority and trustworthiness in the eyes of potential clients and customers.

S - Speaking

Before I go further, let me clarify: If the idea of speaking in public makes you want to crawl into a hole, then skip this recommendation! You don't have to pursue every opportunity out there to gain visibility.

However, if a bit of practice and polishing could shape you into a quality speaker, go for it! Speaking at various events is another effective way to boost your authority, gain exposure in front of new audiences, receive third-party validation, and build your reputation as a thought leader. Uncover speaking opportunities by checking out where women in your industry are speaking.

Important note: Event organizers and podcast hosts will want you to have fresh, up-to-date photos, as well as a solid elevator pitch. Make sure you have these items ready to go before applying for speaking engagements.

The theme with all of these opportunities — grants, awards, press, and speaking — is that you have to go after them! 99% of the time, these opportunities won’t come to you.

As you begin using the GAPS method to increase visibility, don’t feel weird about self-nominating your brand for an award — or asking someone to do it for you. Don’t feel weird about pitching yourself to press, or putting yourself out there on stage (even if you’ve never done it before). In 2022, your #1 goal is to get VISIBLE!

Members Only: Don’t forget to use the Hot List - our list of grant, award, speaking, and press opportunities exclusively for women entrepreneurs - to find the latest and best opportunities in your area. Find it on your Member Dashboard.