So you know your audience. You know what resonates with them, and you know how to be relevant to them.
But you still can’t capture their attention long enough to move them from the slow lane to the fast lane and to finally convert them into buyers.
You can get people to see your content and join your audience, but a lot of them forget about you before you get them to even see your offer, much less purchase from you.
This means that you need to keep looking for more people to enter your world, thus decreasing your profitability and limiting your opportunity to scale and grow.
This is why being omnipresent to the group that enters your world is key to maintaining their attention and moving them from not knowing you or your solution to buying from you without the need to pitch to them all the time.
After working with hundreds of 7-figure business owners teaching them to apply omnipresence to their businesses so they could scale faster, I kept tweaking my thinking to help people understand it more clearly and implement it faster.
In this guide, you are going to understand it all.
I’m excited for you to finally be able to use Omnipresence in your business. After years of talking about it, I wanted to finally give you a deep dive into what it really means, how to make it work and how I’ve helped so many others build successful online businesses.
Excited to see you use this inside of your business.
But first, you need to understand that this is not a new tactic.
Omnipresence Marketing Has Been Used for Centuries
Initially, I started to take pride in thinking that I had invented a new marketing technique, but I soon realized that it wasn’t something new.
I realized that I was lucky and that I had mistakenly started utilizing one of the most powerful marketing techniques that has been used for the past couple of centuries.
If you look at the most successful businesses in history, as well as today, you’ll realize that they’re almost always omnipresent (at least to the people in the relevant market).
You can barely watch a TV, listen to a radio, or drive on a highway without being presented with an ad from the companies that dominate the auto insurance market: GEICO, State Farm, Progressive, and Allstate.
In fact, while I was doing research for my book, The Nuclear Effect, I discovered an interesting article written in the September 16, 1861 edition of The New York Times, and here’s part of what was in it:
Prominent among them was the omnipresent showman, PT Barnum, who had planned to make the occasion known far and wide, and their efforts were crowned with success.
The city was fairly overrun with the almost numberless vehicles, while the railway station was crowded from morning far into the night.
Whether your business is as boring as car insurance or as exciting as the production put on by one of history’s greatest showmen, effective omnipresence will add to your bottom line and amplify the impact your business creates for others.
Imagine if everyone in your market or niche knew about your business and knew precisely what your business has to offer. What if they knew a lot about you and your story? About the case studies and results, you got for clients?
Would it be hard to grab their attention and move them towards the sale without pitching to them?
Here’s the thing, when this starts to happen (people knowing about your business, about you and the results you can get), don’t be surprised when people start reaching out to you and deals start happening much faster without the need to push them to make the sale.
They will come to you knowing who you are, knowing your value, knowing your solution, knowing your process, knowing your method, and knowing your historical track record of success.
Because what you’re really doing is amplifying your relevance.
And all you have to do is prove to those people, your ideal customers, that you are the most relevant person to help them solve their problems.
Once you do that, you’ll find that people will almost automatically know, like, and trust you.
But unlike GEICO, you don’t need a billion-dollar marketing budget to benefit from omnipresence. Since you know your target audience and you want to be relevant to only those people, being omnipresent to them online will cost only a fraction of what it would cost a general audience mega-corporation like GEICO.
And this is exactly what you’re going to discover in this post. Here is a breakup of this post:
Now that I’ve got your attention, let’s take a step back and talk more about what omnipresence really is and why it’s so effective from a psychological point of view. Understanding this will help you to know how to apply it the right way in your business.
What Actually Is Omnipresence?
I have multiple ways of explaining it. The simple way to explain it for someone who’s new to omnipresence is as follows.
Omnipresence is going after a small group of people whom you’re relevant to. Yes, this will be a small dot in the whole market, which is okay. This dot could be 1,000 or 10,000 people, maybe 100,000 at the high end.
You don’t need an audience of more than 100,000. I am omnipresent now to about 100,000 to 150,000 people, and I have built multiple multi-million dollar businesses without having as big an audience as you probably would’ve thought and many of my clients have done it with audiences less than 10,000 and have built multi-million dollar businesses.
Your job is to create a filter bubble for the people that enter your world, and you do this by grabbing their attention over and over.
This gets them in the bubble, which in turn helps them change their belief system.
In this bubble, you allow them to see the pain and problems they have in their life. You then show them the process, show them your authority and story, and basically show them what they actually need to make them come to you and want to work with you.
That’s how you get people to come to you and ask you to take their money without even pitching your products to them.
As you can see, my version of omnipresence is not the Gary Vaynerchuk “be everywhere” version where you spend twelve hours a day being online. I loveGary, it’s just that he’s doing a very different version of omnipresence.
But most of us don’t have a big team like his and we don’t want to spend all of our time and energy doing marketing all day. I know I don’t have that kind of time.
What if I told you that you could be omnipresent by taking just 15 minutes out of your day?
There’s no shortcut; we’re just showing the right content at the right time using ads. You don’t need to keep creating content every day to see the effects of omnipresence.
The point I’m making here is that it doesn’t take a lot to benefit from omnipresence.
You just have to have the right focus.
At least, that’s what has worked for me and hundreds of 7-figure business owners and thousands of 6-figure business owners, all of whom were able to scale their businesses with my omnipresence strategy.
And the reason why it works is because of two things: energy and attention. Let me explain.
Energy And Attention And How to Grow Your Business
When I start talking about energy, people think that this is only for spiritual people, but it’s not. It’s more scientific than it is spiritual.
Energy, attention, and money form a cycle. Wherever our energy goes, our attention goes, and money flows.
Let me explain with an example.
When you’re walking and your attention is on a car or a person in the street, you will actually end up walking towards what you’re looking at because it grabbed your attention.
If it didn’t hook you enough, you will find something else that grabs your attention and then you will walk towards what grabbed your attention.
Here’s the thing; when you grab someone’s attention, you’re then in a position to be able to get them to the next step that you want and guide that attention and energy where you want. And the metaphysical part of this is money.
This leads us to the main point: when someone’s attention goes towards something, their energy goes toward it, which means their money follows after.
And the main reason why omnipresence works so well is because it channels the flow of attention to you, which allows you to apply it to your business and turn that attention into money.
Wherever attention goes, money flows every single time.
If I have your attention, I’m going to have your energy and that energy can get turned into anything. That energy can get turned into you doing a favor for me, referring someone to me, doing a business deal with me, or you paying me money.
To show you how omnipresence helps increase energy, imagine the idea of energetic cords.
Every single time that someone new comes across you, there’s an energetic cord. Now it’s really weak when they first come to you.
The job of omnipresence is to strengthen those cords so it allows for energy transfer, AKA the transfer of money.
This is the easiest way to understand how money flows after you grab their attention and make them pay you with their energy/money.
Also, if you hate ads, this is the solution you’ve been dreaming of.
The Strongest CTA – Why You Don’t Need to Pitch Your Offers Anymore
People always think about how to use the power of copywriting to make a strong call to action and increase their sales.
There’s nothing wrong with that.
But what I’ve noticed is that the strongest call to action is no call to action.
I know it sounds intriguing if you’ve never heard me talk about it before, but bear with me for a second and allow me to explain why this is the case.
From a psychological perspective, our mind is used to constantly being bombarded by CTAs all over the place, which makes us anxious every time we see or hear one.
But when there isn’t a call to action, our mind relaxes.
Every time we go to a sales page or an application page where we’re trained to know that a sales pitch is coming, tension arises, and our attention changes.
We start to be skeptical and lose attention because most of the sales stuff isn’t magnetizing. That’s why the less salesy your content looks, the more effective it’s going to be.
And once I started really implementing omnipresence, I found that more than 80% of the content I created didn’t need to have any type of call to action in it.
Because having a call to action in the content is essentially telling them, “Here’s a great piece of content, but here’s what I want you to do for me,” which essentially ties to buying from you.
But the most powerful call to action is putting the piece of content out there and providing value and then not putting a call to action.
And when they come and contact you to ask you to work with you when there isn’t any info or call to action on how to work with you, it gives you the highest leverage in the sale.
That’s when you don’t need to pitch to people. You charge what you’re worth. And you close deals faster.
This is good news if you hate doing ads, pitching all the time about your services and products.
But here’s what you may be thinking…
Isn’t My ROI Going to Decrease?
When I start talking about omnipresence, the first response I get is that “My ROI is going to decrease.”
This is especially true when I tell people to take part of their budget to spend on omnipresence instead of acquiring new customers.
For many people, spending a little bit more to get new customers is a no-brainer. They think that all they need to do is get more people into their funnel.
Likewise, when I say not to add a call to action to their content, some people think I’m crazy.
You’re always told to look at the numbers in your business, like your traffic numbers on a landing page, your cost per click, conversion rate, cost per application, cost of acquiring a customer, how many people attended a webinar, etc.
There are a lot of numbers, to be honest.
But there is one number that you won’t be able to calculate anyway even if you are good at math, and this is the metric that made a huge difference in my business, namely the Invisible ROI.
This is how my revenue has grown exponentially without decreasing my profit margin over the years and without having a staff of dozens of people working with me full time.
But what can you do to increase the Invisible ROI and play the long game?
I’ve written about this extensively, so I won’t go in-depth here, but essentially you need to focus on three things to help you benefit from the Invisible ROI:
- Your Relationships: The relationships with people in your personal and business life. You need to play the long game and keep the end in mind and help them without expecting anything in return. Invest in the right kind of people.
- Your Audience: You need to have an audience that believes in you and trusts youThe key here is that you don’t want a large number of people, you want people who believe in you, even if it’s a relatively small group. Don’t obsess over short-term gains, instead prioritize helping people over making a quick buck.
- Your Awareness: You need to start being everywhere and be the “Coca-Cola” of your industry. You want to do it the right way and look at the long-term to do it without being annoying.
And guess what? By using omnipresence, you’re optimizing for those 3 things.
When you spend part of your budget on omnipresence, you will turn your cold audience who are not interested in you or your product yet, into an audience that not only knows you but trusts you and believes in you, even if they don’t purchase from you right away.
Once you do so, you’ll start growing in your market, and more people will become aware of you.
When done right, you could easily be the “Coca-Cola” of your industry without spending a lot of money like Coca-cola.
At that point, people will want to connect with you and build relationships with you, especially when they’re part of your audience and they believe in you.
And perhaps more importantly, people will want to approach you and partner with you on cool projects, and that’s when your ROI will start expanding exponentially.
All of this is just the Invisible ROI.
Omnipresence can also impact your visible, short-term ROI, too, but the biggest benefits will really start to shine in the long term.
To help you understand this, let’s dig deeper into how omnipresence works. This will allow you to use it to benefit your business in the long term and the short term as well.
The Psychology And Science Behind Omnipresence And Why It Works 100% of The Time When Done Right
Now I want to go into more detail about the science behind omnipresence.
If you know anything about me, you know I love psychology. I love understanding the mind and what makes us tick as human beings.
This is probably one of the reasons why I’m so good at marketing and sales, because I’m good at understanding how people think.
And the interesting thing about omnipresence is that it utilizes quite a few cognitive biases which allow us to formulate thoughts, ideas, and theories in the mind of our potential buyer.
In fact, the entire purpose of omnipresence is to combine these cognitive biases together and allow someone to see you, through your content, as the only sound choice to invest in or buy from.
So in this next section I’m going to show you a few of these cognitive biases and what they are so you can understand why omnipresence works 100% of the time when done right.
#1. The Red Car Effect
This one is simple: When we’re trained to see something or believe that something is important, we see it everywhere.
If you want a new red car, you’ll see it everywhere. If you have a business problem, you’ll see the potential solution, everywhere.
A while ago I decided to purchase a McLaren. And as you know, there are not many McLarens on the earth, but I started to see a McLaren, almost every single day. I kept seeing them until I decided to put that money somewhere else.
Here’s how omnipresence helps you apply this effect. If I consistently overload your brain with a signal, I can essentially tune your brain to accept that signal more and more readily every time I send that signal.
So that basically means, over time, I have to spend less time actually marketing to you and getting content to you because your brain is going to be automatically paying more attention to it because of the red car effect.
#2. The Bandwagon Effect
You already know that omnipresence is like having a small bubble and advertising to the people in that bubble over and over again.
When people start seeing you over and over again, and when they see how others in your community start engaging with you, they’ll start thinking “If everybody else is doing this, then I might jump on the bandwagon, too, and purchase from that person.”
It will seem like everybody is doing it because of the omnipresence. Even if you have a small list, you can still create that bandwagon effect.
The bandwagon effect is very powerful because our inner child is afraid of being isolated, alienated, and left out.
And using it will allow you to create a very focused small-bubble effect online, where people buy from you because they believe everyone else is and they don’t want to miss out.
#3. Attentional Bias & #4. Mere Exposure Effect
I already spoke about this when I talked about energy and attention. Essentially, what you pay attention to, you move towards.
And the reason for this is that our consciousness only has the ability to pay attention to a few things.
And this is why when you start paying attention to new things that are going on in your world, your worldview drastically changes.
And when you’re exposed to something repeatedly, you feel closer to it. Just like feeling closer to someone because you saw them thirty times in a span of a week or two.
If I just show myself to you over and over again, eventually you’re going to either come closer to me or you’re going to get triggered because you don’t resonate with me and you’re going to turn off the signal.
And this is what I want, I want someone fully tuned in or fully tuned out, nowhere in between.
I want them to either love me or hate me. I don’t want someone to like me. Liking someone is a very neutral feeling.
But love and hate both require energy. Remember what I said about energy?.
And if you have people that love you, you’re going to do really well in life.
Likewise, if a lot of people hate you, you know you’re going to do something really significant in life.
Because like I said, it takes a lot for some to have enough emotional energy to be able to love or hate.
#5. Barnum Effect
The Barnum effect is the tendency to accept certain information as true, such as character assessments or horoscopes, even when the information is vague.
When something is articulated in a certain way, written for a specific avatar, a specific demographic with the right mindset, it feels to that person almost like the content was written for them personally.
And so the Barnum effect is very powerful, because the person now is like, “Wow, this person gets me.”
And then they’ll start thinking “I resonate with this person. You know what? This might be a sign from the universe or God.”
The Barnum effect is a good example of just how powerful relevancy is. Once people feel like you’re really speaking to them, they will naturally move themselves towards the idea of buying from you with little or no need for you to pitch to them.
#6. The Context Effect & #7. The Skim Effect
The context effect states that if we understand the context of something, we believe we’ll understand the entire thing.
This allows you to show your method or process, or even just something with a good headline, and allow people to fill in the blanks.
And to be honest, I’m not a huge fan of consumption marketing where you take somebody and make them watch a video, then if they watch it, you get them to see the second video, then the third, and if they see all three then you pitch to them.
I’m not saying it doesn’t work. It works.
But what I’ve noticed is that most of the people who are in the slow lane or fast lane who are ready to buy from you want to understand the context and the basics, they don’t necessarily want to do a lot of deep diving and consume hours of your content.
Some might, which is great, but if you create the right context, people are going to move closer to the sale quicker than watching 75% of a 10-minute video.
People don’t consume information anymore, especially if it takes them more than a couple of minutes.
Your job is to create context for people to understand what you do, who you are, and how you can help them in quick, easily consumed small bits of content.
And when people can contextualize you, they’ll be able to fill in the blanks on their own. That’s the context effect.
The skim effect is something that we’re all familiar with. In fact, you’re probably doing it right now.
Most people don’t read, listen, or watch anything to completion, and that doesn’t matter.
As long as they skim and see the “highlights,” they will fill in the blanks.
You were the one that delivered what they skimmed and thus you will be remembered for it.
And as you can see, these two things both go hand in hand.
The beautiful thing is that when both work together, we’re able to essentially have the exact same result as someone consuming the entire piece of content.
And what you want to do is to utilize omnipresence so you’re in their inbox, you’re on their newsfeed, you’re on their YouTube.
You are absolutely in all the places where they consume things.
Then they start adding context about what you do in their mind, “Oh, Scott’s doing this. Scott’s doing that. Oh, this is relevant to me this way. This is relevant to me that way.”
When people see you so often, you have the opportunity to share more messages, strengthen your positioning, and fully articulate the value of your offer(s).
When they see you frequently, they start feeling kind of like they know you, and a strong connection starts to build.
Oftentimes, the people who like you end up loving you, while the people who don’t like you usually will concede that they do respect you. Or as Grant Cardone simply stated, “Love me or hate me, you still know me.”
And this brings me to the last cognitive bias that I want to discuss today…
#8. The Third Party Effect
Endorsements and social proof go a long way, because people overvalue what other people say about you, along with publications that you might be in, or podcasts you might be on.
You’re much more likely to listen to me if someone else says that I’m great than if I tell you that I’m great.
It could be somebody saying something completely wrong or somebody that has no background whatsoever saying that something’s good or bad.
The credentials of the person giving the endorsement aren’t that important.
Just look at Yelp: the people who leave reviews there are not professional food critics, yet people take their recommendations as gospel.
What happens is that people start to value the opinions of others over their own opinion because they assume that other people who speak up about things must know what they’re talking about.
That’s why inside of omnipresence you should start utilizing content types like PR and podcasts with other people, testimonials, case studies, other people talking about you how good you are, how good your method is, and how good your processes are to help them get the result they want.
Now listen, I could go on for days about this stuff. If I listed all of the cognitive biases that make up the omnipresence framework, there would be over 2 dozen.
Once you realize how this completely changes human behavior, you start to realize that this can be embedded in all of your content; omnipresence is simply the ability to share it with potential customers… automatically.
Think about it this way:
If I’mif I’m seeing something all the time, I then see other people also seeing it because there’s a community, and then I’m paying more attention to it because of attentional bias, and it’s all around me, so I have the mere exposure effect.
Now I become able to contextualize what’s happening, how it’s important to me, which is then going to allow me to pay even more attention. And then when I have the third party effect, this reinforces my own belief system.
That’s why when you’re implementing an omnipresence strategy at the absolute highest level, the people in your audience simultaneously feel that you are reading their minds while simultaneously thinking that it was completely their own brilliant idea to pay you money to be able to work with you.
What ends up happening when you use cognitive biases to your advantage through omnipresence?
- You become the celebrity of your niche. You become the Coca-Cola in your industry.
- People engage with you and with your content far more than the usual rate. You will grow an audience that believes in you.
- You create a scenario of you being the only relevant option to help them, making your competition irrelevant.
- You charge what you’re worth and don’t worry about your competition
- Your conversion rate goes way up and the sales process becomes much easier. I had a 9.2 conversion rate for the sales page of a 5-Day Marketing and Sales Challenge that I did in the middle of 2020 after the pandemic. That is unheard of.
- You start earning more revenue per customer, delivery gets easier, and refund rates go down.
In the end, profitability increases, which helps you scale much faster without being stuck in the six-figure hamster wheel.
But here’s the thing about omnipresence that could make or break your business…
Warning: Omnipresence Is The Great Amplifier (The Great & Bad News)
I know I touched on this a little bit above, but it’s so important that I need to talk about it in detail to make sure you understand it completely.
Omnipresence is great. It’s one of the best strategies to utilize in your marketing to increase your ROI and scale your business. I’m sure you already know this by now.
And the reason for that is because omnipresence is an amplifier.
Just like money, if you’re a great person before you have money, you’ll be even greater after you have it. And if you were bad, you’ll just be worse.
The same is 100% true with omnipresence, which is great news for some and bad news for many others, especially those who are looking for a get-rich-quick scheme and don’t focus on their customers.
If you have bad content, your omnipresence will amplify the fact that you and your brand share bad content. If you have a bad service, everybody will know just how bad it is.
So if you know you suck, don’t do it. Seriously, because it will make people know that you really suck very bad.
Spend your time and money on getting better. Don’t just go out there to the market and say that you’re great when you aren’t.
And this is different from imposter syndrome where you’ve been doing something for 10 years, but you still “think” that you’re bad at it.
Omnipresence should be an amplifier of your relevancy. Relevancy is clarity, and the job of omnipresence is to show this clarity to people and amplify it so they are clear about the fact that you are the most relevant option for them.
Those who are omnipresent without relevancy have a BIG problem. They will spend MORE money, be seen everywhere as an annoying mosquito, and have a NEGATIVE return on their investment.
So instead of implementing omnipresence when your content sucks or when your products and services suck, focus on the fundamentals and study the 8 parts of relevancy. With omnipresence, if your product sucks before you implement it, it will suck even more after you implement it.
Once you nail your service, then start implementing omnipresence, and you will see exponential growth in your business.
The Five Fundamentals of Omnipresence
Unlike relevancy, omnipresence is technical, it’s based on platforms, and it’s ever-changing.
Meaning, by the time you read this, it’s likely that the technology that allows this to work won’t work anymore.
I’ll keep updating the guide, but you need to know the fundamentals to apply the tactics right.
Omnipresence comes down to being able to deliver your relevant messages on the right platforms with the right frequency at the right time based upon the purchase cycle of your potential customer, along with their interest in what you’ve shown them beforehand, combined with intelligent segmenting.
So it comes down to 5 things:
- Type of traffic
First, you decide what traffic source you’re going after, and then you determine the platforms that you’ll utilize to gain that traffic.
After that, you create content that suits that traffic type and the platform you’re targeting. Once you’re done with that, the next step is to work on the frequency and timing depending on the lane they’re in.
Before I continue I want to give a disclaimer: omnipresence is as complicated or as simple as you want it to be.
I’ve set up omnipresence systems for other people that were more complicated than mine. But the truth is that you don’t have to have a perfect series of campaigns all stacked up and ready to go in order to nail this..
It’s an iterative process. You start simple and perfect it as you go. So don’t be overwhelmed ‘by all the info that I’m going to share with you.
And you can always subscribe to my email list, if you didn’t already, to see me as I evolve my omnipresence strategy, which I’m constantly doing 🙂
Traffic Type – Which Traffic Type/Source Should You Use?
The first thing that I want to go through is traffic.
While there are many traffic sources, they can be all divided into three main types.
- Organic Traffic: Traffic you get from organic sources like Google, Facebook groups, email, text messaging, Messenger bots, YouTube, and others. Usually you see benefits of organic traffic over a long period of time. If you’re starting from scratch, you need to be consistent or you won’t see any results in the long run. It will cost you time and it’s very slow and takes time to see results.
- Partnerships: As the name says, you are going to partner with people to deliver value for their audience, and in return they will promote you. This could be in the form of podcasts, webinars, or affiliates who direct people to your challenge or whatever funnel you’re creating and get a percentage of the sale. But it’s unpredictable, and you need to always be on the hunt for new partnerships to keep providing your business with new leads, and you need to reciprocate and provide them with value as well.
- Paid Ads: I am sure you are familiar with them. You pay to play the game and you control the results. You don’t need to pay a lot to see results. You could start with a small amount and increase it over time. It won’t work if you don’t have an audience yet, from an omnipresence perspective.
I prefer paid ads, but as you’ll see, you need to have all three to build exponential growth.
I won’t go into the details of how to get traffic from each of these types, but I’ll talk about them from an omnipresence perspective here.
A high level of organic omnipresence is essentially what Gary Vaynerchuk does.
You just keep creating content and continually trying to resonate with your audience. You keep posting new content and cross post content on different platforms.
As I said before, this isn’t necessarily wrong. I actually do this, too. But you need to be doing this 24/7 and have a team of people who help you save some time and get it all done.
Unfortunately, most people who focus on organic omnipresence are people who don’t have a budget to get started with, which makes it difficult to use this as their main source of traffic.
The problem is that you post the content and most of the time it fades after a day or two, like when you post on Facebook or Instagram.
In other cases, it takes time to actually get traffic from that piece of content (and you may not get the traffic you expected anyway), like creating a video on YouTube or posting an article on your blog.
And the only way to be omnipresent is to keep on creating new content to keep appearing in front of people. But that takes a lot of your precious time.
So I use organic omnipresence, but I don’t do it on the level of Gary Vee.
When I started, I focused mainly on my Facebook group, Facebook page, and email. I was able to start writing more on my blog after I hired a writer to do so.
If you have no budget and you can’t utilize other sources, then keep on posting organic omnipresence till you’re able to get some money and use some of that on ads or hiring people to save yourself some time.
Partner omnipresence is sharing the same content over and over with different audiences with different partners.
I know a lot of people who were able to scale their business to seven- and eight-figure businesses using just partnerships.
It’s 100% effective, but the problem is that once a podcast or a webinar is done, you’ll get a spike in traffic or sales, and then it will start fading out until it generates nearly no traffic.
But again, like organic omnipresence, it depends on your effort, energy, and time.
And to grow your business you’re either utilizing your time or your money. If you don’t have money, then spend your time and energy to grow it, and then use paid ads to save you time.
Paid Ads Omnipresence
Paid ads omnipresence is the use of ads to show content to people who’ve already visited your site or opted in for anything .
It’s sort of like showing the same pieces of content to everyone who gets into the sequence without the need to keep posting the same content.
What you do instead is you use money rather than your time to be omnipresent.
Even if you have a small budget to spend on marketing, spending a portion of this budget on omnipresence for people who just found out about you or people who visited a sales page can do wonders, and it doesn’t cost much either.
The best part is that you can control what people see at what time based on their engagement and the lane they’re in, and you can also control the frequency, which if you remember is an important part of the 3-Lane Messaging Marketing Matrix.
And it works like a machine 24/7/365, moving people from lane to lane and showing different pieces of content until they make the sale without coming across as being annoying.
Now, there’s no pressure to keep posting new content every day on social media and other channels, because even if I don’t post, 50,00 to 100,000 people are going to be able to see my content throughout the day.
These numbers are obviously increasing, so by the time you read this the numbers may be double, or who knows, it may be ten times that 🙂
This allows me to go on vacation whenever I want. I take off at least 5 days a month.
Usually seven days to travel. I don’t need to worry about a content calendar, creating content beforehand, or scheduling it.
What I Want You to Take Away From This
If you’re just starting out and you have zero money to spend on ads, then you have no choice but to focus on organic and partnerships omnipresence.
Let’s say that you got 1000 people in your audience using organic and partnership omnipresence by creating webinars and podcasts for other people or posting on social media, email, messenger bots, and so on, and you start to generate some revenue in your business.
You could then use some Facebook ads, Instagram ads, or whatever platform you use, to send different content for those people in the timing and frequency you specify (more on this below.)
What ends up happening is that you start moving people depending on where they are in their journey from the sidewalk to the slow lane to the fast lane and then to ultimately purchase from you.
Omnipresence with the organic and partnership techniques is basically just you posting more information.
It doesn’t necessarily have to be new information. It can be the same pieces of information just pitched and shown in different ways.
The problem is that it’s just a little bit more unpredictable in terms of if somebody comes in and it’s the third day since they first heard about you, they might get a piece of content that isn’t necessarily intended for them, so it’s going to go against the right time, right place concept.
You can combat this by segmenting your email list and also by having different types of Facebook groups for different segments of your audience. There are different ways to be able to take care of this, and I’ll discuss them later on in the implementation phase.
However, the paid ads strategy is always going to be the more predictable and preferable choice to go with.
So which traffic should you be using? You should use all of them, if you can. My recommendation is always to be using paid advertising, which gives you a level of sustainability.
But if you can’t, go with the sources that you’re willing to put the time and energy into to make it work.
Remember that this is just one piece of the puzzle. So choose what works for you and then move to the next fundamental to focus on.
Platform – Which Platforms to Apply Omnipresence On
Now that we’re done with traffic types, the next thing to focus on is which platforms are you going to use and when?
Of course, the traffic type you’re going to use will influence the platforms you’re going to use.
But here are a few questions that I want you to ask yourself to help you decide which platforms to focus on.
#1. Where Do Your Customers Hang Out?
You need to know which platforms will help you reach out to your customer.
For instance, if you are more into the B2B space then you should consider using LinkedIn in your business.
I, for example, don’t use TikTok, because the people who I want to target don’t hang out there.
It’s a very simple question.
So start by thinking which platforms your customers hang on and then move from there.
#2. What Platform Do You Enjoy Being On?
This is a very important question to ask.
If you can create great content but you hate delivering it on a given platform, or you hate interacting with people on that platform, or you think the way the content is posted there doesn’t resonate with you, then you won’t be able to sustain it in the long run, and ultimately the results will be poor.
I don’t use LinkedIn, for example, because the content there needs to be highly polished which is something that doesn’t resonate with me. I’m thinking about getting into it, but I’ll hire someone to do it for me.
You also need to ask yourself whether you enjoy writing or creating videos. Do you enjoy recording podcasts?
If you hate to deliver content in the format needed, it’ll provide you with bad results even if the content is great. Every platform has its preferred format. You can’t write posts on YouTube, for example.
Now, I love creating in any of the three formats, but that wasn’t always the case for me.
I used to hate writing content. I started writing two to three thousand words every day, and I got good at it and I started to enjoy writing.
So if you love creating videos, create videos for YouTube instead of writing posts for your blog. More on this in the content section.
#3. What Can You Manage or Repurpose?
Remember when I told you that Omnipresence could be as simple or as complex as you want? This is one of the ways you could make omnipresence simple.
Think about which platforms can accept the same content that you post, so you don’t need to create new content for each platform.
Of course, a few modifications are necessary, but think about how you can get on multiple platforms without creating too many content pieces.
For example, when I write an email, I post it in my group and it then gets turned into an ad. So that one piece of content with slight modification is used in 3 different platforms (or more assuming that I put the content as an ad on other places than Facebook).
It’s the same when I create YouTube videos. I create a video and publish it on YouTube. I then transcribe it and use that content on the blog or even in an email. I used to take the audio and put it into a podcast as well.
But I couldn’t create an email and put it on YouTube, right?
Gary Vee is the best when it comes to repurposing content. He creates one piece of content and repurposes it on different platforms.
Think strategically about the ones that you’re going to start with and then add on top of that later. As I said, it’s an iterative process.
If you want to know my recommendation to get started, for most people it would be email and Facebook groups for organic, plus Facebook (and maybe Instagram) ads to retarget those people.
If you prefer creating videos, then adding YouTube to the mix is great.
After that, you could add other platforms like messenger bots, text messaging, YouTube ads, Google Discovery Network, and so on.
Start by thinking about where your audience hangs out, what platforms/content format you enjoy, and what you can repurpose to help you get started fast.
And don’t get overwhelmed.
Just pick the two or three platforms you’re going to focus on in the beginning, and then add on top of these later on.
At the end of the day, your customers are going to find you over time.
And if you pay money, they’re going to find you slightly faster.
So it’s more about what platform do you resonate with and where are your actual customers than anything else.
Take your time and decide which platforms you will focus on.
Omnipresence is all about showing the right message at the right time with the right frequency.
If you show the wrong messages at the wrong time, you’re going to come across as annoying, and you won’t be relevant to people.
For example, if you view a sales page, and then you get an ad or message a day later saying “Did you mean to purchase this?” it might be relevant. If you got the same message sixty days from now, would it be? Likely not.
So you need to understand the mindset of people who are checking out your content.
This brings us back to the 3 Lane Marketing method, you could read more about it and marketing messaging here.
When creating your content/message to display for them, ask yourself, “Is this the right content for them to see at this moment with the mindset they have right now?”
If yes, that’s great. If not, then change the timing or the content/message.
If they’re in the slow lane, it’s different from the Fast Lane. If someone is on the sales page, it’s different than if they just follow you on Instagram.
In life, timing is everything. The same goes for omnipresence.
Frequency is an important part of omnipresence. Getting people to see you at the right frequency is the second absolute must of omnipresence.
If someone stumbles across you and then you’re everywhere, but that stumbling wasn’t in-depth (for example: if they just visited your Instagram page), then showing up in their life four times a day is probably a little much.
It will actually hurt your reputation and potential to turn that person into a customer.
Instead, frequency must be aligned to where someone is inside of your marketing, what they are viewing and how they’re engaging with you.
Again, if you’re not sure how to align the frequency with timing and content (which I’ll cover next), I’ll give you actionable steps on how to start implementing omnipresence with what I refer to as the four stages of omnipresence so you can know how to build on what you create.
Understand the fundamentals and then you will know how to put all of this into action 🙂
Now onto the 5th fundamental to omnipresence.
Content – What Content to Produce for Your Omnipresence
Content and content types were covered extensively in this post, Create Content That Sells. So I won’t cover those topics again.
What I want to discuss here is how omnipresence works along with content development, and then we will go deep into choosing the right content to use for omnipresence.
Before that, let’s look at an overview of the different formats and types of content that you could create, and then we’ll dig deep into omnipresence content strategy.
Different Formats And Types of Content You Could Create
Before we continue talking about content, I just want to talk briefly about the different formats that you could deliver your content with and the intention of each one so you know how to use them and how they fit in your overall omnipresence strategy.
First up is video. It could be short (<1 minute), which you could use on Facebook or Instagram to share snippets of content for brand awareness.
It could be long (more than 5 minutes) to go in-depth on a topic and get people from a specific platform to go to your website at a lower cost. You could also use this content on YouTube for brand awareness.
It could be in between (around 5 minutes), which can be used on Facebook or on YouTube.
Each of these videos can be one of the following types depending on what you need and what you’re going to share in it:
- Information Videos: Teaching style, used to impart information.
- Screenshare Videos: More of a process-based type of video style.
- Talking Head Videos: Easy to develop, medium-level of attention.
- Inspirational Focused Video: Lots of moving video, ensures that someone will watch more.
- Selfie Video: Allows for a high-level of intimacy, which actually increases the amount of attention as it doesn’t come across as overly formal.
- Professional Videos: Most people won’t watch the whole video, however, you will be positioned as an expert.
Don’t forget the 13 types of content; make sure you use the best combination of content type and video type .
You don’t need to just create videos. You could write content to use in your omnipresence strategy. Here are the types of written content:
- Micropost: Less than 200 words, getting a single major point across.
- Long-Form: This has a story, more of an actual experience, typically 500-2000 words.
- How-to Blog Article: Someone will click onto your website for this. Ideally very process/method oriented.
- Checklist/Listicle: sort of like BuzzFeed. It will typically get the most attention.
Here are other formats that you could use:
- Gif/Meme: high attention, low recall.
- Self-Photo: use it once someone knows you.
- Photos of Inspiring things: use when someone doesn’t know you well.
- Shocking Images: medium level of know-how.
- Infographics: typically not recommended on most platforms and often don’t do well on their own. But you could use one in a blog post to get links.
- Audio/Podcast: super high cost to get people to listen and not effective for omnipresence.
- Instagram Stories: extremely effective for getting a message across and good for conversion.
Omnipresence Content Strategy
Let’s assume that you’ve started implementing what I discussed in the content that sells post, specifically you’ve started developing content to showcase your relevancy and you have some pieces of content that cover the 13 types of content listed above.
Again, if you don’t have them yet, and wonder which ones to start creating first, wait for the upcoming section about the 4 stages of omnipresence and how to get started.
So you have pre-developed content and live content that is new and fresh that you create every week.
You don’t need a lot of content everyday. 2 pieces of great content a week is more than enough, and they will add to the library of pre-developed content.
The live content is going to be distributed to be shown to the people who follow you, which means people who are subscribed to your email list and people who follow you on social media, including your Instagram account.
You’ll start distributing that content, maybe boost these posts for your audience, and then see which articles perform best.
The ones that perform great are then added to what I call “the omnipresence stack,” which is your arsenal of omnipresence content.
This, in a nutshell, is how your omnipresence content strategy works with respect to developing new pieces and also using your pre-developed pieces.
The one piece of advice that I want to leave you with is that your initial content doesn’t need to be perfect.
I know that I’ve talked about this multiple times, but omnipresence is an iterative process. I change my omnipresence stack from time to time now even though I’ve had the system in place for years now.
With the Relevancy Grid, I’m able to see the content that people engage with, and the ones that do well are always added to my stack and then I remove the ones that performed less favorably.
And before I wrap up this section to get into the implementation phase, let’s talk about some guidelines to have in mind when creating your omnipresence content.
11 Guidelines For Content to Use for Omnipresence (And What to Look For)
I know that we’ve covered a lot of ground in this section so I wanted to leave you with some actionable takeaways to have in your mind when selecting/creating content for omnipresence.
Use these as guidelines to help you select and craft optimal content for omnipresence.
- The easier the content is to understand, the better it will perform.
- Videos should be less than 7 minutes, regardless of the platform, unless you’re creating long content on YouTube or in-depth content on your website. If it’s Instagram, less than 1 minute.
- If the content does well on engagement, that’s good, even if it doesn’t portray the right positioning or messaging. Remember,attention is attention!
- Your content doesn’t always have to be perfect; most of it will be skimmed anyways.
- Lists or “Top 10” are some of the highest performing content.
- Content that isn’t “full form” typically does best in omnipresence.
- Taking people off of a platform will result in higher costs per click and lower engagement.
- Calls to action in omnipresence can be limited. In fact, the most powerful CTA is none, because people will reach out to you instead.
- If it looks like an ad, it shouldn’t be inside of omnipresence.
- There should be a mixture of text, image, and video, ideally, not just one.
- Have fun!
Now we’re done with fundamentals.
To help you understand how to apply all 5 of the fundamentals together, let’s take a look at the audience groups for omnipresence, and then we’ll talk about how to get started with omnipresence.
Audience Groups for Omnipresence
Let’s take a step back for a moment.
You’re targeting a specific segment of the market that you’re relevant to. These are the people in your 360 Degree Customer Avatar worksheet.
The job of omnipresence is to create a filter bubble to move people from the sidewalk to the slow lane to the fast lane and ultimately to buy from you.
Based on this we can define the audience groups inside your omnipresence strategy.
By defining the various audience groups of people inside your omnipresence strategy, it’s easier for you to maintain groups of audience to market to and cycle through promotions or new pieces of content in the future.
I’ve found that in all of my marketing, it’s easiest to put these groups into 4 sets, but keep in mind that you can modify these as you might see fit.
The purpose is to see how your omnipresence is actively targeting groups 1-3, in other words targeting these audiences with various offers, promotions, etc. that you might have that are not always-running (evergreen).
So without further ado, let’s get into these groups.
Group #1: High Interest – Fast Lane
These are the people that have visited your sales page, have been through your funnel, and are in the phase of thinking, “Hey, you know what, I think I want to buy this product.”
This group consists of people who have the highest potential to buy.
Examples of this audience include:
- Sales page visitors
- Application call visitors
- Recent webinar registrants
Group #2: Warm Interest – Slow Lane → Fast Lane
These are people who are warm. They know you. They know your process and method. They engage with your content. But they still aren’t in the fast lane because they don’t fully understand that the offer and solution are perfect for them.
These people have the second highest potential because they already know everything about you and your methodology.
All you need is to move them to the fast lane by making them believe in the solution. That’s when they’re going to move to group #1 and have a higher likelihood of buying from you.
Examples of this audience include:
- People who have been exposed to your omnipresence for 60+ days
- People on your email List
- Viewers of 95% of Videos (any platforms)
- Facebook group members
You could make your Facebook group have people from group #2 or group #3 based on the name of the group and where do you ask them to sign up for the group.
If you go after a general name and for example have a marketing group and you place the link everywhere on the blog, then they’ll fall in group #3 and you’ll get more people into the group.
If you go after a more specific name, such as mine, “Scaling 6-7+ Figure Online Businesses” and you ask people to join once they are on the slow lane, then they’re in group #2.
I prefer to use Facebook groups for group #2 because that’s where you can have some intimacy to move them to the fast lane.
This is also an example of how you can use different platforms to move people from one SSF group to another.
Group #3: New Slow Lane Members:
These are people who have just joined your world after identifying their problem and they are now on the hunt to figure out how to solve this problem. As a result, they know who you are and are starting to see why you might be the right person to help them.
Examples of this audience include:
- <60 Days inside of omnipresence/opt-ins for your lead magnet
- 50%+ Video Views
- Website visitor (and stayed for more than 5 minutes)
Group #4: Sidewalk
This group consists of people who haven’t opted in for your funnel yet.
This includes anybody that might be following you on Instagram or Facebook, or they might be on an old email list that you’re doing that you’re sending emails to that isn’t really activated.
Examples of this audience include:
- Instagram/Facebook/YouTube Followers/Likes
- Website visitors who stayed for more than 30 seconds
- Video views beyond 10 seconds
- Landing page viewers (but didn’t opt-in)
- Anyone who might know you, but likely doesn’t know your work that well.
As you see these people are far from purchasing from you. I would suggest you focus on the 3 groups above first.
I wouldn’t run a whole omnipresence campaign to them because that’s going to cost money, but you would run a lead generation campaign to bring them into group #3.
So that’s how you work with audiences, segmenting them to do an omnipresence campaign specifically for them.
With that all done now, I’m excited to get into the 4 stages of omnipresence and show you the execution behind all of this, because this is what makes omnipresence actually work.
I’m sure you’ve been waiting for this, so let’s dig deep into it 🙂
The 4 Stages of Omnipresence And How It Works
Let’s get into the execution phase. So you know the fundamentals of omnipresence and how it works, what you need next is to get started step by step to be omnipresent. But you also need to start doing the things that benefit you the most and then build on top of that.
That’s why my omnipresence strategy is based on 4 stages that are based on what’s most effective not only for implementation but also from a strategy perspective.
Here’s an overview of the 4 stages:
- Stage 1: In this stage you’ll create content for the first 14 days that somebody comes into your funnel or your lead magnet (group #3). You want to move people from the slow lane to the fast lane and get them to recognize their pain and get to know you and your process/method. You’ll also want to create a triggered campaign for people who do an action that shows that they’re in the fast lane (group #1) so they get a sales sequence (and thereby get them to make a purchase).
- Stage 2: Here you will create content for days 14-60. This is going to be more content to try to move them from the slow lane to the fast lane. Along with that, we’re going to implement one or two automated campaigns where you ask them to book a call, purchase a product, etc.
- Stage 3: This is the campaign for days 60 to 180. More and more content. You’re going to have automated promotions and cycling of offers every 30 days or so. So you’re giving a lot of quality content and you’re also showing new offers so they don’t get annoyed by you. You’re also going to do advanced triggering campaigns for people in the fast lane. So the people who checked the checkout page are not the same as people who just checked the sales page, and the people who stayed on a webinar for an hour don’t get the same campaign as people who stayed there for just 5 minutes.
- Stage 4: In this stage, you’ll focus on optimizing and scaling your omnipresence. You’ll be omnipresent on multiple channels and do funnel stacking to get them into other funnels after they’re done with one funnel so they get the offer again after getting more content from you.
This is just an overview of the process. If you feel overwhelmed, don’t worry. We will get into the details on what to do in each stage and the exact type of content to share and so on.
Bear in mind that you don’t need to get to stage 4 to see results.
In fact, I don’t recommend worrying too much about stage 3 and 4 right away.
The best results come from developing a stage and then releasing it into the wild. As I said, you don’t need to have the complete system in place to start benefiting from omnipresence.
Stages 3 and 4 aren’t easy to implement by yourself. I recommend you have a team to do it. And if you make less than a million dollars a year, you definitely don’t want to implement them now.
Furthermore, if you decide to change the “outcomes” for each stage, that’s okay.
It’s hard to “mess up” omnipresence if you’ve done your work from the “Relevancy” stage. So don’t worry about following the steps too closely.
Have fun and enjoy the process. You can’t screw this up. With that out of the way, let’s get into the details 🙂
Stage 1 of Omnipresence
The idea of stage 1 omnipresence is to warm up a new lead that has come inside of your marketing influence and ensure they understand who you are, recognize their pain, learn about your process/method, and see you as an authority.
From there, we also want to ensure that if they do end up in a sale sequence, we switch from more value and introduction to a more sale-oriented messaging to increase the conversion rate for those who are in the “Fast Lane” upfront.
At this point, we have a fairly high frequency so that we can set the warmth of the relationship. The content is more about the user, but you’re still showing that you’re an authority.
So we will essentially create 2 campaigns (or more if you have more than one fast lane action):
- First 14 days
- Triggered “fast lane” campaign(s)
The First 14 Days Campaign
This is where omnipresence really starts for someone coming to your world. At this first stage, we want the content to be more about your process and their buy-in to their own pain, and we also want to demonstrate and showcase your authority and the fact that you can help them solve their problem..
Instead of doing this with “who you are” bragging posts, we do this with a little personal story that focuses on the content you have, your training, and your work.
To reiterate, at this point it’s mostly about them, their problems, and how the solution will help them.
By showcasing your authority, you’re able to allow people to see how great you are without actually having to say it. Let the results and your content speak for themselves. That’s what we’re going for inside of the first 14 days.
So how can you do this? Here are the content types that I suggest you use in this period and the percentage of each type:
- Personal Story (10%)
- Value/Authority (40%)
- Results/Training (10%)
- Process/Method (20%)
- Pain/Problem (10%)
- PR/Celebrity (10%)
In this period, you’re delivering authority/value content to them. Add some pain/problem and personal story content to illuminate the pain and make them connect to you. You will have some results/training and process/method content to show them the way to fix their problem and gauge their interest and move them to the fast lane. PR/celebrity content is used to raise your authority.
I already discussed these types and how to create them in the Content That Sells post.
Triggered “Fast Lane” Campaign(s)
The intent behind the triggered campaign is to take those who are in the Slow Lane and accelerate them into the Fast Lane.
These campaigns are typically 5-14 days and are shown to those people who trigger a “Fast Lane” action, such as signing up for a webinar, visiting the sale page or application call page, or anything else that you believe is a “fast lane” action.
So what content do you need to show these people?
- Results/Training (20%)
- Process/Method (20%)
- Solution/Application (30%)
- Testimonials/Case Study (20%)
- PR/Celebrity (10%)
The types and percentages discussed here and in the stages below are not written in stone. They come from a lot of testing, and it makes sense when you think about it from a mindset perspective and how to move people from one stage to another. But you can still play with it. Remember, you can’t mess up omnipresence when you’re relevant.
You can create multiple campaigns for every fast lane action, as I said.
Start with the actions that are closer to the sale, like visiting a sales page, and then go to the ones that are further away from the sale, like booking a call.
You won’t change much of the content, so it’ll be easy to create them.
Stage 2 of Omnipresence
The idea of stage 2 is that the lead is past the first 14 days and we want to start building more of a relationship with them. We also want to ensure that the lead understands your core offer(s).
We will do this by continuing to make you and your process relevant to that audience and then direct the spotlight on your solution and offer. Furthermore, we will integrate your solution/offer with an offer cycle.
So basically, you will create 2 campaigns here:
- The 14-60 days campaign
- Automated cycled promotion
In this stage, the frequency increases from stage 1, allowing for more impressions per day through different mediums of omnipresence.
Days 14-60 Campaign
After stage 1 of omnipresence, our job is to now get the person to buy into your process, your authority, your content, and your solution.
More than anything, our job is to really allow for us to create context in their mind as to who you are, making your personal brand and whole brand in general stick in their mind.
While sharing valuable content with them is also important, what we want more in this stage is to make them love your brand and who you are, as much as your brilliant content, and get them to view you as one of the best in the world when it comes to solving this problem for them. In other words, we’re creating the Coca-cola effect and reinforcing the idea that you are the most relevant option for them.”
So here are the content types to share with people in this campaign:
- Personal Story *
- Value/Authority *
- Process/Method *
- Testimonials/Case Study
- Personal Philosophy/Beliefs *
As you can see, there are no percentages here unlike last time. This is because I find that the situation varies greatly from one client to another, and there’s really no right or wrong way to do it.
But I do recommend that you focus a bit more on the content types that are marked with an asterisk.
Remember, though, there is no right or wrong way. Just understand the mindset of the people who come to you at this stage and create the content that’s most relevant to them.
And if you need help creating those types of content, check out the Content That Sells section.
Automatic Cycled Promotion(s)
The most effective way that I’ve found to create offers and move people to the sale inside of omnipresence is doing cycled promotions.
This means that instead of promoting on a continuous basis, you time your promotions, so that you “pause” your regular omnipresence during these times and are orienting the conversation more towards action and the sale.
My suggestion is to integrate 2 of these into stage 2 of omnipresence. Later in stage 3, as you continue, there will be more offers.
However, we never want to exceed more than 3 offers per 60 days of omnipresence.
So what will the content be like in each of these cycled promotions?
- Process/Method (10%)
- Solution/Application (40%)
- Testimonials/Case Study (40%)
- PR/Celebrity (10%)
As you see, there isn’t a lot of sales content here.
You show your method/process, then show them the solution and how it can help them, prove that your solution works with testimonials and case studies, and have some PR/celebrity content to increase your authority in their eyes.
Can you get more sales by having more deadlines and fake scarcity with a bunch of hypey bonuses?
In the short term yes, but you will turn out many of the people who won’t purchase now anyway and would have purchased later.
And to be honest, it doesn’t resonate with me, so I don’t do it.
You’ll see great results with the above 2 stages, and you don’t need a team to help you implement it.
I would suggest you stick with those 2 only until you generate more than a million dollars per year. Once you do, you can hire people to help you implement the next stages.
Stage 3 of Omnipresence
In stage 3, we’re expanding our timeline out by a considerable amount and going for an entire 6 months.
We’re also lowering the frequency of the content that we’re pushing in front of someone, allowing us to save on our budget, while still being extremely effective as we have essentially “contextualized” who you are to the lead.
As an added part of this stage, we’ll implement more advanced triggering using micro audiences.
This allows for additional traffic to be used more effectively and ensures that when someone is engaging inside of the fast lane, you’re being as relevant as possible.
Further, you’ll likely want to add a few cycled offers/promotions in this stage, allowing the lead to continue to learn about how they can work with you or buy your products.
So basically you will create:
- The 60-180 days campaign
- Advanced triggering campaigns
- More cycled promotions
Let’s dig into each one of these.
Inside of the 60-180 day campaign our job is to accelerate the time from the person now knowing what you’re all about, to turning them into a fan, an advocate, and a person who will, in the future, buy from you.
In this campaign, we’re going to share all types of content, on a consistent basis, with whatever variety you wish.
Note that the less you pitch this audience outside of your micro-audiences and/or cycles audiences, the more “equity” you’ll have with this audience over time and the accumulative effect will render a higher R.O.I over time. So don’t just go for the easy route and try to maximize the revenue you could generate here in the short term.
Content Types: All
Advanced Triggering and/or Micro Audiences
Advanced triggering and micro audience campaigns are campaigns where you’re targeting a very specific group of people who are close to making a purchase.
These types of campaigns are most effective when you’re expanding your audience very fast and generating far more traffic to your funnels.
The reason for this is that the effort you need to expend to develop these campaigns wouldn’t be justified if you didn’t have a large and growing audience.
So only do this when you have enough people inside your funnel.
In this type of omnipresence, you’ll start targeting people like:
- Those who visit the page for more than 10 minutes
- Those who scroll past 50% of the page
- Those who visited the sale checkout page and abandoned it
- Those who have bought product “x,” so they might buy product “y”
- Those who booked a sales call, but didn’t buy
- Those who watched the webinar past the sales period
As you can see, these are very small and specific audiences that are extremely valuable and highly engaged. You need to focus on groups who have taken a specific action that indicates that they’re more engaged in the sales process and create advanced triggering campaigns for them.
These audiences depend on your funnel, but use the examples above for some ideas.
The content you’ll share with these audiences will be very much based on the action you want them to take: you’re proving to them that said action is the right choice, and in the process you will remind them that you are the authority to help them.
So the content you’ll share with them will be something like this:
- Results/Training (10%)
- Process/Method (10%)
- Solution/Application (40%)
- Testimonials/Case Study (30%)
- PR/Celebrity (10%)
You’ll still share content about your process/method and have some valuable results/training content, but the focus will be more on the solution and showing them that it’s the perfect one for them, often through testimonials and case studies. Having some PR/celebrity content to remind them of your authority won’t hurt, either 🙂
In this stage, we’re going to use cycled promotions for your offers. This is almost identical to stage 2, however, we’re going to simply increase the number of promotions.
Based on my experience, I like to have a cycled promotion every 20-40 days, lasting for a period of 3-10 days.
The content types used are identical to what I shared before. You will generally create:
- Process/Method (10%)
- Solution/Application (40%)
- Testimonials/Case Study (40%)
- PR/Celebrity (10%)
Stage 4 of Omnipresence
In this final stage of omnipresence, we have for the most part all of the content and logic setup done.
Our job now in this stage is optimization and creating more “width” with our omnipresence.
In this stage, we’ll focus more on:
- Going OmniChannel (omnipresence across multiple platforms)
- Doing Funnel Stacking (launching multiple funnels after someone enters a funnel)
Having those 2 elements will help you increase the effectiveness of your omnipresence even further.
So how can you implement them? Read on!
Omnipresence via different mediums should typically only come once you’ve developed and optimized stages 1-3 on 1 paid platform and 1-2 organic platforms.
The reason? Unless you have a big team, it can take a lot of time, and most entrepreneurs can’t do this effectively when they’re just starting out on a given platform.
The platform you go to next doesn’t really matter (much).
What matters is that you focus on one platform at a time as you go Omnichannel and realize that different platforms are going to be slightly different in terms of what works and what doesn’t.
- Your text posts won’t work on YouTube, because you can’t run them.
- On the Google Display network, you’re going to publish all text and image posts.
- On Pinterest, you’re going to largely just retarget content.
Each platform has it’s advantages and disadvantages, along with what you can “run” versus what you can’t.
Platforms change frequently, so I’m not going to try to tell you about all of the advantages and disadvantages of each one. But the truth is that once you reach this stage, it really is better to hire help to do this job for you anyway.
Just remember to focus on one platform, and then move on to the next.
Funnel Stacking is the act of taking multiple funnels and connecting them together. This means if someone enters one funnel, after a certain amount of time they will get access to the other funnel (or funnels).
The results of this are massive. This is another way to be able to get more content and increase the value you deliver to people and show them your offer in a different way.
And by now, you should already have multiple funnels that you’ve created in your business. All you’re doing now is stacking them on top of each other.
Here are a few points to consider to make sure that you do funnel stacking in an effective way:
- What “lane” is your main funnel? Will the funnel that you develop or stack bring more people to the “slow lane” or “fast lane”?
- Based on this, is it an effective use of your time to bring more people from the sidewalk to the slow lane, or from the slow lane to fast lane? (Hint: More revenue will be generated if the funnel is meant to bring MORE people into the Fast Lane.)
- If these are 2 separate funnels (example: challenge and webinar), do you need to create a new version of the secondary “stacked” funnel so that when people “enter” inside they don’t get messaging that assumes they are new (e.g. not getting the same story, exact same offer) or is it okay for them to get that (they likely won’t remember, anyways)?
- Does someone need to enter their email address to get this new piece of content, or is it a free for all and you just give them the content straight up (one is better for tracking, the other is better for content consumption)?
- How does this new funnel work with the rest of my marketing? Where is it published and promoted?
As you can see there are a lot of variables.
That’s why I want to stress again that you shouldn’t consider doing this stuff unless you are already 1 million+ in revenue every year, because you will need the help of a team to implement all of this and continually optimize your campaigns.
But once you start stage 4, there’s no ending timeline. You will continue stacking funnels as you see fit. And once you dominate a platform and become omnipresent on it, you can become omnipresent on another platform, and so on and so on.
And remember, you don’t absolutely have to do stages 3 and 4. I used to, but I don’t do them anymore for my business at the time of writing this.
Things may change, but for now I’m not doing them, and I earn more than 8 figures in revenue, so depending on your business, you might not need them.
If you don’t have a team to help you implement these last two stages, that’s OK, they’re not absolutely essential for you to benefit from omnipresence.
Just focus on the 80/20 rule, how to get 80% of the results in 20% of the time.
Start with stage 1 and create the first 14 days omnipresence campaign and then the triggered campaigns.
Once you’re done with that, and you test it, you can then add the 14-60 days campaign and do cycled promotions. This is what I’m focusing on now, and this is how you get 80% of the results with just 20% of the work.
At this point it may be difficult to imagine how all of this could work across different channels and what it would all look like in the real world. That’s what you’re going to discover next.
A Non-Technical Guide to How Omnipresence Works Across Different Channels In Real Life
As I told you, you can’t really mess up omnipresence when you’re relevant. You basically get to choose your own adventure.
You could implement omnipresence for any lane you want, though I recommend targeting slow laners and people who trigger fast lane action. You could really implement it at any point you desire.
And when I talk about the 4 stages of implementing omnipresence, people just think of how to use paid ads and that’s it.
They can’t imagine how to do it with organic traffic on different platforms, and partnership traffic as well.
And here’s the thing that many people don’t know about me when they hear me talk about traffic types.
I love organic traffic. I seriously do.
And the beauty of omnipresence is that it’s designed to amplify what you do with organic traffic.
Let’s say that you post once a day.
What ends up happening is that most people would see your content perhaps twice a week, right? What if they saw your content almost every day? What if the more interested people saw it multiple times a day and those people were your ideal customers?
Think about what could happen then. It would create far more attention towards you and it would make those people turn into customers, more easily, wouldn’t it?
That’s exactly how you would use your organic audience. By being able to pixel that audience and then being able to retarget them using your 14-day sequence and trigger sequence and then the other campaigns that you create on top of that as you implement more stages.
Keep in mind, that the more you nurture this audience, the more results you’re going to have. The more content that there is on auto-pilot, the more results you’re going to have by activating the various cognitive biases.
What I want to do here is show you how omnipresence works with different traffic channels as of right now. These are the principles that have been working for years and it’s what I’ve been teaching for some time.
The game could change, so make sure that you follow me on the blog as I share how I’m using omnipresence with my business and the clients that I’m working with.
The rest of this content won’t be technical, so don’t worry. Having videos for this type of content is better, so I won’t go in-depth into the technical part.
I just want to give you an overview of how I think and how I apply omnipresence on different channels so you can see what could work for you and modify it according to your specific situation and needs.
Again, there’s no right or wrong way. I’ve had many clients who didn’t implement omnipresence exactly the way I’ve described it below, and they were still successful.. Remember, you can’t mess up omnipresence as long as you’re relevant.
How to Use Omnipresence With Website/Blog Traffic
For website/blog traffic, the idea behind omnipresence is to get people to get to know your brand and who you are after they’ve visited your website.
Assuming that the traffic was from organic sources (such as Google), the chances that someone will opt-in directly are low.
The odds of someone remembering you 7 days after reading one of your articles is also low.
The way to do omnipresence with website traffic is to do a 14-day campaign (stage 1) that has a trigger set for your lead magnet.
In my experience, if you simply just promote the lead magnet to the people who visit your website, the number of people who opt in is going to be extremely low.
So unless you have a lot of website visitors (50K+/month), it’s best to develop a 14-day omnipresence stack that ALSO has your lead magnet (webinar, challenge, guide, etc.) included inside.
This allows someone to see your value, hear your story, and actually know who you are, which will increase the chances of them reaching out to you, buying your product, or opting in to your funnel.
You can retarget your website audience on any platform as you see fit. As of now, the easiest ones are Facebook and Instagram, followed by YouTube.
How to Use Omnipresence With Your Email List
Your email list is still the most important list you should focus on building. It’s still the best way to reach people.
You can retarget your audience and have an omnipresence campaign in three specific cases:
- You’re attempting to reactivate your email list and ensure that people remember who you are because you’re preparing to promote something new.
- You’re using a trigger campaign to get new sign-ups, purchases, etc.
- You’re using it when someone signs up to your email list (or perhaps funnel) in order to increase the chances that they pay attention (and eventually become a customer).
Regardless of how you do it, omnipresence is a brilliant way to actually get people to see what you’re talking about.
The reason for that is that people might not read your emails, however, they will skim the title and subject line to see if it’s relevant to them, which will work into the context effect that I talked about earlier.
Furthermore, if they’re checking their email only once a day and they have 50 emails, they may read the subject for context, then later see it in their feed and take action. So using email and social media together is extremely effective.
When doing a launch or when you’re promoting something, bringing #1 and #2 together is even more effective.
You can use a 14-day campaign to warm up the audience and then use a trigger campaign or cycled promotion campaign afterwards.
What will happen is that you warm up the audience, creating a lapse of time (where the person can’t remember how long you’ve been omnipresent for) allowing you to divert the attention needed to close the sale.
So having your email list is essential, and using omnipresence on other channels on top of it will do wonders for your business.
Omnipresence And Facebook Groups
Here’s the thing, doing omnipresence with Facebook groups is a little tricky.
Simply put, if you’re going to be omnipresent with your group, it’s mostly about taking the content from your omnipresence stacks and posting it over and over again.
If you have a group of 1,000, only 150 people will see a single post.
If you post the same thing again, it’s likely only 20% of the original 150 people will see it again, believe it or not.
Only the super fans will notice, but that’s okay, because they’ll just “like” it and move on.
Personally, I use the Facebook group to share content that I would put in the 14-60 day campaign from stage 2.
Most of the people in the group are slowlaners because I don’t ask them to join unless they’re on my email list or have just signed up for a lead magnet that indicates they’re in the slow lane.
The content will be geared toward this group of people with some cycled offers from time to time to get them into the fast lane.
Now, how do you use paid advertising with a Facebook Group?
Here are few ways you could do it, listed in order of most effective to least effective:
- Ask for their email address upon signing up and then retarget them via email with Facebook/Instagram/YouTube content.
- Do a “Do you want this?” post where you do a scrolling video or “demo” video of something cool (like a lead magnet), which will get people to say “I’m in.” When you give it to them, you collect their email address or send them to a landing page that’s pixelated, and then run an omnipresence campaign for them.
- Share videos from your business page and retarget that audience.
In these ways, you’ll be able to segment your Facebook group audience and move them from the slow lane to the fast lane, which, as you know, is typically the hottest audience that will buy from you.
Omnipresence And Your Business Instagram and/or Facebook Business Profile
In my experience, Instagram is one of the most effective platforms to use Social Selling. And when you look at it from a retargeting perspective and using omnipresence on top of what you do on it organically, it’s extremely effective.
When it comes to Facebook page likes, this is far less effective from a social selling perspective; however, it does work well for retargeting your likes (if they were gathered organically).
This is going to be based on where your audience was built from.
If you’ve done any type of hyper-growth or worked with an Instagram agency to build your “follows” on the platform, using your Omnipresence Stage #1 campaign actually might not work.
At the very least, you should restrict the countries that you’re targeting.
If you have an audience that you built organically, you could use it as a lead generator to move those people to your funnels and then let your omnipresence campaigns (your first 14 days and trigger campaigns) run. This will allow you to move more of these people from the sidewalk to the slow lane and hopefully to the fast lane.
Omnipresence And Your Personal Facebook Page
You can post whatever you want on your personal Facebook page. Basically, you could post the same content you could post on your Facebook group. Maybe, add more personal stories and lifestyle posts, if you want to.
If you have friends and leads in your friend list, the best way to get them into your world and be omnipresent for those people is to do a “Do you want this?” post as described above.
Do this over and over while posting value content and other types of content in between and you’ll be able to convert more friends and leads in your friend list into customers and raving fans.
Omnipresence And Your Messenger Bot
People who’ve messaged your Facebook Business Page or those who have started using your Messenger Bot are typically some of the best people to use omnipresence with.
Thus when you’re running an omnipresence campaign, it’s sometimes best to directly create a campaign for just those in the Messenger Bot or ensure they’re included in the omnipresence campaign.
Which campaigns to send depends on where you use the Messenger Bot in the process. Do you use it at the beginning where they need to subscribe to create a lead magnet?
If yes, then you send them the first 14 days campaign.
If they use it to trigger an action that indicates they’re in the fast lane, like inquiring about your services, then having an automatic trigger campaign that they go through when they join your Messenger Bot makes sense to help close the sale.
How to Use Omnipresence With Partnership Traffic
Partnerships and joint ventures are among the best ways to get warm leads to your business.
Using omnipresence on top of them will help you move these people to the sale faster and gives you the ability to work on more of those who are not ready yet so you can make a sale in the long run.
Here are some of the cases for which you can use omnipresence on top of partnership traffic :
- Share your Facebook/Instagram/YouTube pixels with each other, allowing you to do an Omnipresence Campaign across platforms. This allows you to target warm audiences without having to directly do a joint venture.
- Create a joint venture network or join a venture network where you promote offers with each other and pixel each other’s pages. This will eventually give you a much larger audience to target without directly having to go to a cold audience.
- You create webinars or co-joint lead magnets and then use stage 1 campaigns to warm up that audience to who you are and what you do along with your value.
- Create podcasts/interviews/videos and then lead people to your lead magnet and then use stage 1 campaigns to warm them up and move them closer to the sale.
Overall, omnipresence in joint ventures or partnerships works in a way that allows you to leverage a warm audience so that it will cost less money than a cold one. And the three cases listed above will allow you to partner with others and leverage that warm audience.
Launch (And Test) Your Omnipresence Campaign to Your Current Audience First
A lot of you who are reading this have never implemented omnipresence in your business before, or maybe you’ve done it randomly instead of in an organized way, which is what I did when I first started using it.
When you’re developing your omnipresence for each stage, my recommendation is to launch it to your current audience first and test and see their reaction.
This is a good idea even if you’re using organic omnipresence. For instance, let’s say that you developed 20 pieces of content; you could launch those pieces to your current email list, Instagram, Facebook group, or whatever platforms you’re using.
And if you’re using paid advertising, my recommendation is to do the exact same thing. So you’re going to bring people right through that same campaign.
The common response that I’ll get is “There are some people there that are already in the fast lane,” or something like that. That’s fine.
If someone’s in the fast lane and you show them sidewalk content, no, they’re not going to take action on it, but it’s going to reconfirm their pain and push them even more into the fast lane.
So if you have a message intended for people on the sidewalk shown to people in the fast lane, it’s not going to bring them back to the sidewalk.
It’ll just reconfirm the lane they’re actually in; it isn’t putting them back to the slow lane or anything like that.
So my recommendation when it comes to launching omnipresence is that as soon as you create it, launch it for both organic and paid traffic. You want to have both.
So create stage one, launch it, and then turn it evergreen. Create stage two, launch it, and then turn it evergreen, and so on.
By doing this, you’re essentially utilizing your current audience, assuming you have one, while then being able to take any new audiences and turn those strangers into new potential customers.
Omnipresence Live Vs Omnipresence Evergreen Campaign
When it comes to running omnipresence campaigns, there are really two ways to do it: a live omnipresence campaign or an evergreen omnipresence campaign.
So what are they, which one should you choose, and how do you implement it? That’s what you’re going to discover in this section.
A live campaign is when you launch a campaign for the first time, as I discussed above, or when you’re doing a launch and you set up a campaign to run with it while the cart is still open.
You could also run a live campaign when you’re reactivating an old list that you haven’t contacted for a while in preparation for a launch or when you want yourself to be re-relevant to an audience by rebranding yourself.
This is a live campaign. You’re going to run it for x number of days until your audience sees x number of content pieces or when your launch closes, and then you either pause it or turn it into an evergreen campaign.
An evergreen campaign is a campaign that’s always running. It’s targeted for a specific group of people, and it moves people from one stage to another.
It could be created on the top of evergreen funnels that you have and then you could let it run on its own when someone opts in for a lead magnet or a webinar and so on.
If you don’t know, I love evergreen funnels over regularly launching my product. Yes, I do launches from time to time, but I still prefer evergreen funnels.
Marketing that is consistent will generally work better and over-perform periodic launches.
It’s easier to optimize and it allows for business growth that’s less sporadic, which in the end allows you to have a constant stream of leads and generate more profit.
Omnipresence for these funnels is simple and effective. It runs 24/7.
Once they sign up, they’re introduced to you and your work in a slow and time-optimized manner, which allows for lower costs and higher return on investment.
So which one should you do?
I recommend you do both. Launch your campaign live first for your audience, test it, and then go evergreen.
This allows you to get some stats, get some engagements and comments, and know how well it’s going to work.
Once you’re done, turn it evergreen so that every new person that finds you online is going to go through that exact same experience.
So, yes, I love evergreen campaigns, but that doesn’t mean I hate live launches. Combining live omnipresence with your launch will help you generate a higher ROI.
Doing live campaigns may be necessary, especially when you’re trying to rebrand yourself or you haven’t really targeted your audience with ads before, or you’re testing a new offer.
You can do live campaigns with organic mediums, which will help you do testing and save some money.
So it’s really important to do evergreen, but it is also important to do live campaigns, whether it’s for a new launch or if you just created an evergreen campaign and want to test it by launching it live for a while before then letting it run on autopilot.
How to Use Omnipresence For An Evergreen Funnel
Omnipresence for evergreen funnels runs on autopilot. Here are some of the ways you can use omnipresence in some of the popular funnels.
Guide/Checklist or Any Simple Lead Magnet
This is a simple funnel that has been proven to work for years now. It’s one of the best funnels to do omnipresence campaigns on.
Due to the low-commitment nature, they’re amazing at generating leads and getting slow-laners to opt in.
Once you’re able to get people into your world, allow omnipresence to do its work in the rest of your marketing to move people to the fast lane and ultimately to buy from you.
The only difference on a normal first 14 days omnipresence campaign is that you may include a link to the guide to allow someone to check it out, if they didn’t do so before.
I’ve used challenges in my work for some time now and they’re great at moving people from the slow lane to the fast lane.
When doing an omnipresence campaign for a challenge funnel, you have to have a lot of fun and optimize the omnipresence sequence based on the length of the challenge, along with what’s in the challenge.
Typically, what I advise my clients to do is to add the exact videos or pieces of content or even the exercises/activities from the challenge inside the omnipresence campaign.
This allows for someone to be able to easily consume the content, even if they missed some other pieces along the way.
From there the rest of the omnipresence content will be shared during the challenge and when they hit the sales page or do any fast lane action, a triggered omnipresence campaign starts to run.
I’ve done a lot of webinars, and I know a thing or two about creating effective ones. The SSF method was first created to help people close sales better in webinar funnels.
Having an omnipresence campaign with a webinar funnel is great for letting people get to know you before the webinar and to let people know about the offer after the webinar and add case studies to move them closer to the sale.
Omnipresence for a webinar campaign is best deployed in two segments:
- Before the person watches the webinar and
- After the person is able to watch the webinar during the sale or application process
Typically when people do ads for webinars, they keep showing ads and links to the offer which usually are the weakest piece of content, especially if you’re running it for a new audience who don’t know you, particularly if you’re not a big influencer.
The first thing that you should focus on is getting people to show up to the webinar and attend it. Fortunately, this is a simple matter.
Once someone signs up for your webinar, you can simply retarget them with a “Hey- you signed up, here’s the link to add it to the calendar” post.
On Facebook you can even set this ad so that it doesn’t have a link and it costs nearly nothing. Most of the time, when I’ve run this, it’s cost a couple bucks to show it to 500-1000 people. The cool part is that it single-handedly increases the conversion rate and 100x’d the “cool factor” by making people feel like they were getting an exclusive invitation.
Now, the second thing that you do before they show up is ensure they realize that you are valuable.
You could do this by either showing a method or process that they’re going to want to learn or having an article written by you or written about you on some type of PR website (for example Entrepreneur).
It doesn’t HAVE to be fancy, but I won’t lie, when I see an Entrepreneur article, even at this point (and I write for them), my interest level increases instantly. “They must be at least a little good” is what I think at that moment.
You want to raise their interest and your authority in their eyes before they attend.
Adding your personal story will allow people to get to know you better, which will make them resonate with you more. Thus they’ll know that you are relevant, that you know what kind of situation they’re facing, and that you know how to solve their problem.
All of this is before you get them on the webinar, which brings us to what to show them after the webinar, which is more fun in my opinion.
The pieces of content that I would recommend you to run are:
- Why Now: The scarcity or reason to buy at the deadline
- Closing/Reminder: Reminder of what they’ll lose if they don’t take action now.
- Training: Replay of the training that was recorded live
The purpose is to be able to add authority and to take pieces of what’s inside of the webinar and retarget people till the end of the sale.
The major change from typical omnipresence is to split the 14 days into a smaller amount of time and include a webinar replay, “why act now,” and closing/reminder posts that encourage them to act.
You could also add an advanced triggering campaign for the people who visit the sales page or application page multiple times or for the people who watch the webinar till the end to show them more aggressive content that’s geared toward moving them closer to the sale as quickly as possible.
VSL Or Straight to Call Funnel:
This is the simplest form of funnels where you send people to opt in and then you send them to a sales video letter or to a page where they apply for a call.
The problem with these funnels is that they assume that the people who are visiting them are in the fast lane.
That’s why adding omnipresence can help you increase your ROI: because it starts nurturing the people who didn’t take the action you wanted and moves them from the slow lane to the fast lane and then gives them an invitation to purchase or book a call and so on.
Nothing different will happen in this campaign. You might just mention the product or offer multiple times and link to it.
How to Use Omnipresence For A Launch
Omnipresence for launches is slightly different than evergreen due to the time scarcity.
Usually you’ll use the same structure used for evergreen funnels but just run the ads live. The major difference is that it’s smartest to run the omnipresence campaign (the 14-day campaign from stage 1) BEFORE the actual launch itself.
This allows you to warm up people who were not active and get them to see your authority, illuminate their pain and show your process.
If you don’t do that, your omnipresence content collides with your fast lane trigger (sale) ads and content.
This will result in higher ad costs, ads not being seen, not enough time to serve ads, and generally less people purchasing.
By using omnipresence to “warm up” the audience beforehand, you’re able to show people your relevancy, and that of your product, before you offer your product to them.
So you’ll use the same suggestions that I mentioned for evergreen funnels, but you’ll use the 14-day campaign before the launch and then run the campaign normally when the launch starts. This simple difference is extremely important. If you don’t apply it, you’ll end up spending more money than you need to.
Optimizing Your Omnipresence Campaign
We as entrepreneurs love to always optimize things for those quick wins, so I can’t be talking about ads and implementation of a new thing and then not talk about optimization.
When it comes to omnipresence, it’s different than what you do with normal ads or normal marketing stuff.
Where you see conversion rates, CPC (cost per click), CTR (click-thru rate), visitors, and other numbers, you could easily optimize for these numbers.
For omnipresence, you’re looking for the invisible ROI, so the above metrics are irrelevant.
Remember, you want people to understand the context of what you do, not consume your content and do a specific action that you can optimize for.
So optimizing for omnipresence is a little bit tricky, unlike optimization for regular ads.
That’s why you need to forget about what you know when it comes to optimizing ads, because you’re not looking for immediate returns.
So what do you look for when you do optimization for omnipresence?
The first thing is the “continue reading” click through rate or cost per video view and watch time. So if they click the “continue reading” button to check out the rest of the article or they open a video to watch, then you captured their attention and their engagement is high, thus they will understand the context of what you do faster and you’ll get the benefits of omnipresence.
If they don’t engage with the content, then you should consider changing it.
The second number I look at is the CPM (cost per thousand impressions).
If the ads are delivered for super cheap cost, then you should keep running it.
If you see an ad that is really expensive compared to the others and the content is not that good, consider adding another content piece that is the same type and see the results.
The third thing to look at is your engagement.
If you see valuable content pieces that get liked and shared more than the rest, then you should give them extra attention.
Don’t worry if your content doesn’t get much likes and shares, because it depends on your audience and the type of content you usually share.
I actually don’t usually get a lot of engagement on my omnipresence because the audience that I’m targeting doesn’t usually comment, like, or share content that way. So don’t worry about that, but bear it in mind.
The final thing that I want you to keep in mind is intuition, which is very important.
I know when it comes to ads and numbers intuition is something that people don’t believe in, but when it comes to omnipresence it is actually very important.
You don’t know which piece of content (or series of posts) provided the context you want and made things click for the audience you’re targeting to move them closer to the sale.
This is something that you can’t measure, which is why you need to trust your intuition when you’re deciding what content to add and what content to leave out or remove from your omnipresence stack.
To give you an example, I did a video on omnipresence (coincidence?), and it was one of my best pieces of content, but the engagement levels on it were too low. There was nearly no engagement.
But I trusted my intuition and I spent a lot of money promoting it, just south of 20k dollars to promote this piece over a period of just a few months, and it had a great ROI in the long term because it made people remember me when it comes to omnipresence because I kind of shoved it down their throats.
I trusted myself on that video and didn’t trust the data, but rather I trusted my intuition of knowing what someone needed to know in order to see omnipresence and be like, “Oh, that’s Scott’s,” and it paid off.
Have I always been 100% right on every single decision?
Well, there aren’t numbers to measure so I can’t say that I’ve been right 100% of the time, but for the most part I’ve been right on the ones where the data hasn’t aligned with what I want the audience to see.
So when your intuition tells you to go with a piece of content and the numbers don’t suggest doing so, trust yourself. There is no right or wrong way to measure if omnipresence works or not.
Optimize Your Campaign Every Month
Here’s the thing, you won’t look at the numbers each day, you will look at it every week or every month because you’re optimizing for the long term and you have to give the content some time to be shown to your audience.
So don’t sweat about it and look at the analytics every day.
What I usually do is that at the end of the month, I usually try to optimize 20-30% of the ads.
So if I have 30 ads in an omnipresence campaign, I usually remove 5 pieces and add another 5 that performed well for me in the weeks before that.
Most of the time, I trust my intuition on what to remove and what to add, but I still look at the numbers and see the posts that performed exceptionally well and add them to my campaigns.
Is it necessary?
No, but I like to keep testing, and that’s what we as entrepreneurs love to do. We can’t keep things untouched, right?
The #1 Mindset Block That Stops People from Implementing Omnipresence…
Now you have everything you need to start implementing omnipresence in your business. You can see how it can be a game channer for your business.
But after helping thousands of people implement omnipresence in their businesses, I’ve seen a lot of people waiver and fabricate reasons (excuses, really) for not implementing omnipresence. And what I’ve learned is that there’s always 1 mindset block behind those reasons.
Many of these people didn’t implement it right away and it took some time and convincing to show them the positive effects of doing it.
That’s why I spend a considerable amount of time showing you how omnipresence works and why and how it can affect your business.
There are many reasons why you might not implement omnipresence in your business.
The first thing that comes to mind is procrastination.
You have a long to-do list of tasks that you have to work on in order to generate revenue in the next 30 days, and you may be stuck in the six-figure hamster wheel where you need to be hustling to be able to scale and keep your business running, so you might feel like you don’t have the time to look at the long term and look for the invisible ROI.
Another reason is that when you start doing it, and you put some pieces of content out there for people to consume, you may get discouraged when you don’t get the results or the “numbers” that impact your business in the short term.
In other words, you might miss that dopamine hit that you get from short term victories. . So you get discouraged and you give up on the whole thing.
Another very common reason is wanting everything to be perfect.
When it comes to content, we always look at how to make that content perfect, where you sometimes can rewrite or reshoot the whole content over and over to reach for perfection. Waiting for perfection on multiple pieces of content will lead you in the end to not doing it at all.
But the biggest mindset block that I’ve found that makes people not do omnipresence is fear.
Specifically, they’re afraid of being seen.
This is a huge impediment to the whole process, and it inevitably causes them to fail. They’re afraid that when they put themselves out there, people will see that their content sucks or that their results aren’t that great.
And another thing that i’ve found that stops people from implementing it, which is kind of funny, is that they know it’ll help them grow their business, but running their business is already stressful, so they don’t want to grow further, because they fear that then they’ll be even more stressed out.
I know it sounds silly, but you can’t imagine the number of clients I’ve had who have this mindset block that made them come up with different reasons to not do it.
In any case, here’s the bottom line: you can do this now or do it later, but it will be more expensive later, and it takes time anyway to see results.
Do it now and it will be that much sooner when you get to see a return on investment like you’ve never seen before.
And if you’re afraid of scaling, then you probably shouldn’t be an entrepreneur, especially if you’re building a personal brand.
If you keep on playing small, you won’t be able to grow, and sooner or later someone will step up and be able to contextualize their relevancy to the group you’re targeting, and you won’t be the authority for them anymore at that point.
So it’s your decision.
You can passively wait for someone else to take over your niche, or you can actively capture your audience’s attention with omnipresence.
And if you want to know more about the ROI marketing and sales method and how to scale your business, check out my course today for $7 the first month.
You could also check out my bestselling book, The Nuclear Effect – to know the 6 pillars to help you scale your business. You can’t miss the cool bonuses when you get the book from the link above.