It can feel like no one is paying attention to your marketing, especially during quieter times like the summer holidays. But visibility is about more than immediate likes, comments or replies. Every post, email and piece of content helps keep your business in people's minds, so when they are ready to take action, they are more likely to think of you. Consistently showing up, even when engagement feels low, is often what makes the biggest difference in the long run.
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👋🏽 Hello! I'm Sumantha McMahon, and I've supported over 100 tutors and education business owners.
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Today I'm talking about visibility and the doubts that can creep in when you start to wonder whether anyone's actually paying attention. It looks like no one is liking your content. It looks like no one is following your Facebook page, for example.
Sumantha (:
Now, this comes up a lot. And at the moment, with the summer here, it comes up even more. You sit down to post something or to send an email, and a little voice says, "What's the point? Everyone's on holiday. Nobody's reading this. I'm talking to an empty room."
Sumantha (:
So you don't bother, and the silence grows and the doubt gets louder. I want to challenge that because it rests on an assumption that's not quite true.
Sumantha (:
The first thing is that people are not as switched off as you might imagine. I don't know about you, but I do still check my phone on holiday. I might be lying by a pool somewhere and I'm still scrolling, still reading, still half paying attention to the world.
Sumantha (:
And most people are exactly the same. Being on holiday doesn't mean being unreachable. It often just means a little more relaxed and a little bit more open than usual.
Sumantha (:
But the deeper point is this, and I think this matters more. Marketing is not only about people being fully present with your content in the moment every single time you post.
Sumantha (:
So much of it is about being present in someone's mind over time, about being on their radar, about quietly existing in their awareness. So that when the moment comes when they need you, you're the name that surfaces.
Sumantha (:
A lot of what your marketing does, it does in the background. Someone reads your email and doesn't reply, doesn't click and seemingly doesn't do anything at all, but a small impression has been made. You've stayed in their world.
Sumantha (:
Weeks or a month later, when they're finally ready, when September is looming and they're thinking about a tutor, it's you they remember. Not the single thing that you posted that day, but the steady accumulation of you showing up, being useful and staying on their radar.
Sumantha (:
This is why the quiet periods are not wasted and why disappearing during them is such a mistake. The work you do when it feels like nobody's watching is often the work that pays off the most, precisely because so few people keep doing it.
Sumantha (:
Most tutors go quiet when it feels quiet. The ones who stay gently visible are the ones who stay in people's minds. So you don't need a huge response to make it worth showing up. You don't need likes, comments or replies to know that what you're writing is landing. Some of the most valuable marketing you'll ever do is the kind that seems to disappear into silence while it's actually sitting quietly in the back of someone's mind, waiting for its moment to pay off. So keep showing up, even into the quiet, especially into the quiet, because it's working, even when you can't see it working.
