The Beanstalk Visibility Framework: How Small Service Businesses Get Seen
If you’ve ever felt like marketing your business is one long game of “pin the tail on the donkey” - trying tactic after tactic with your eyes closed and hoping one finally sticks - you are in the majority.
Most consultants and service-based business owners I meet aren’t short on expertise. Like you, they’ve built a stellar reputation through 15+ years of doing exceptional work. But when it comes to getting seen by the right clients online? That’s where things start to feel murky.
You don’t want to be a social media influencer. You just want a consistent flow of quality clients into your pipeline - without feeling like marketing is a second full-time job.
That’s exactly why I created the Beanstalk Visibility Framework - a proven process for building an organic marketing ecosystem that feeds your pipeline and grows your business sustainably.
Think of it like planting and growing a beanstalk: roots, stem, and branches working together to help your business climb higher - without snapping under pressure.
The 5 Stages of the Beanstalk Visibility Framework
Every client’s path to implementing the framework looks a little different, as most businesses come to us with some pieces already in place.
The framework can be applied wherever you are on your visibility journey - whether that’s starting from scratch, or addressing any gaps in the five stages to strengthen your visibility from the ground up. Here’s what that looks like:
1. Groundwork - Establish Solid Roots
Before you create any content, we dive deep to get crystal clear on your marketing foundations and core marketing assets - your goals, audience, positioning, brand, messaging, and core content themes.
This is where we answer: Who are you for? Why should they care? What assets do you have?
For many service business owners, this stage alone is a revelation. Once your message clicks, everything else - from your website copy to LinkedIn profile - starts working together.
2. Seed - Get Seen by the Right People
Now that your roots are strong, it’s time to plant the seeds of visibility - showing up in the right places with the right message so your ideal clients, collaborators and referral partners can actually find you.
This stage might involve optimising your LinkedIn profile for search, researching spaces where your audience spends time online and offline, or refreshing your website to speak to specific personas.
Using this process in a previous business landed me a million-dollar contract with a global household brand via LinkedIn - no ads, no funnels, just strategic visibility in the right ecosystem.
3. Sprout - Build Relationships, Not Just Reach
Visibility without connection is just noise.
At the Sprout stage, we help you engage meaningfully with your audience - listening, commenting, and building trust through authentic interaction both online and in-person.
The people you meet and interact with through comments, messages, introductions and other engagement tactics are often tomorrow’s clients, collaborators, or referrers.
This stage will require your personal attention - you can’t outsource connection. You’ll need some patience at this stage, but when you approach it strategically, it always pays off.
4. Nurture - Connect Consistently
This is where your profile and presence starts to grow real muscle. Connecting regularly with your target audience through thought leadership, articles, videos, and case studies, we help position you as the go-to expert in your space.
Our clients at this stage have seen:
210% average increase in organic website traffic
77% higher LinkedIn engagement than industry average
Email newsletters performing 71% above industry open rate benchmarks.
Authority isn’t about shouting louder - it’s about being strategically consistent and communicating the right message in the right format to the right people in the right places.
5. Propagate - Scale Your Visibility Ecosystem
Once your visibility is thriving, it’s time to expand - leveraging it for partnerships, referrals, new offerings, and media opportunities.
This is where clients are being approached for podcast interviews, collaborations, or speaking gigs that once felt out of reach.
Some have also branched out to offer new services, built a waitlist of qualified professionals wanting to work in their business, and one who added 20% to their bottom line.
Why the Beanstalk Visibility Framework Works
Because we spend time up front with you analysing what’s working, what’s not and what gaps need to be filled - all directly aligned to your business goals. What you think you need to do with marketing often ends up being something different once you look at it in the context of the framework.
We don’t throw random tactics at the wall - there’s no spray and pray happening here!
Some clients come in with a strong LinkedIn presence but fuzzy messaging. Others have brilliant content but are the world’s best kept secret. The Beanstalk Visibility Framework meets you exactly where you are - and builds from there.
This approach works whether you’re just starting out as a solo coach or advisor, building a service business empire or maintaining the pipeline for a lifestyle consultancy, because it’s designed to optimise what you’ve already got and is tailored to your budget and resourcing capability.
Ready to Grow?
If your business feels stuck in the feast-or-famine cycle, or you’re tired of spinning your wheels on random marketing tactics, the Beanstalk Visibility Framework can help you find clarity, focus, and traction.
Book a free, no-obligation Alignment Chat to see where your business sits on the Beanstalk and what it’ll take to increase your visibility.
Because your expertise deserves to be seen - and it’s time for the right people see it.
About The Author
Karen Moloney is on a mission to help brilliant business owners ditch the marketing fluff and grow visibility that sticks. Through the Beanstalk Visibility Framework, she creates marketing strategies for small service business owners who want to know where to spend their time and marketing budget for the best ROI. She’s not into choreographed dance videos or sugar hit hacks - just clear, achievable steps to help you be seen by the right people and keep that pipeline full!
Connect with Karen on LinkedIn for no-BS marketing strategy and visibility tips.
