Perception is reality, and most agencies have a perception problem.
By the time a prospect reaches out, they have already decided what kind of agency you are.
Either a trusted partner or interchangeable vendor. A leader or follower.
This week’s article breaks down the visibility and authority tactics that shape those perceptions, and behaviors, before the first conversation happens.
These tactics don’t replace sales. They make sales easier.
Podcasts
A podcast positions you as a peer, not a vendor. Long form conversations allow you to demonstrate how you think, not just what you sell. Even with a small audience, podcasts reach decision makers during focused, uninterrupted time. Listeners get to know you, get to like you, and get to trust you. That leads to them contacting you when the time is right.
Videos
Video adds a human layer to your expertise. It shows how you explain, how confident you are in your opinions, and how comfortable you are leading a conversation. Short videos increase recognition and frequency. Longer videos on your website or on YouTube, deepen understanding and credibility. Over time, video creates a sense of familiarity that makes first conversations feel like continuations rather than introductions.
Speaking Events
Speaking creates immediate authority through association. When someone invites you to speak, the audience assumes you earned the platform. You must articulate your ideas in a structured, compelling way. Whether the audience is large or small, the impact comes from being positioned as the guide rather than the seller.
Talk About Your Successes and Expansions
Growth that is not communicated does not exist to the market. Sharing wins, new hires, expansions, and milestones signals momentum and stability. Buyers are risk averse and want partners who are moving forward, not standing still or going backwards. Consistently talking about progress reassures prospects that others trust you and that your firm is building something durable.
Social Media: Post Everywhere
Posting broadly increases surface area. One post rarely changes perception, but repeated exposure does. Sharing ideas across platforms reinforces your point of view and positions you as active in the market. The goal is not virality. The goal is familiarity and recall when someone is ready to buy.
Social Media: An Ongoing Presence
An ongoing presence extends beyond posting. Commenting on relevant conversations, responding to others, and showing up consistently signals engagement and attentiveness. This makes your brand feel alive rather than static. Over time, people recognize your name, your perspective, and your consistency, which lowers the barrier to starting a conversation.
Use Perception to Your Advantage
Markets make decisions based on signals and perception, not reality. Clear positioning, confident language, and professional presentation shape belief before proof is evaluated. Strong perception creates trust faster than credentials alone. If you do not actively shape how you are perceived, the market will fill in the gaps for you.
Giving Back
Strategic giving demonstrates confidence and generosity without expectation. It creates positive attention and reinforces that your firm is established enough to help without immediate return. Giving back also humanizes your brand and provides a narrative that is not purely transactional. When aligned with your expertise, it strengthens both trust and reach.
These tactics do not replace sales or relationships. They amplify them. Over time, they turn outreach into recognition and introductions into informed conversations.
Coming next week, part 4 of 4. We will connect all four layers and focus on converting attention and trust into predictable growth.
I hope this series is giving you something to think about.
~ Erik