speaker marketing from the marketing speaker

Speaker Marketing from the Marketing Speaker

Al Lautenslager al@allautenslager.com

NSA - Wisconsin

I. Guerrilla MarketingII. Social Media IntegrationIII. Target, Message, Vehicle, FrequencyIV. LeverageV. Other Speaker MarketingVI. Your Plan / Your Questions

/Group Input

Do you have all the speaking engagements you want?

Do you have a blank check book to spend on marketing?

Does everyone that could hire you to speak, know about you?

The primary investments of a Guerrilla Marketer should be Time, Energy and Imagination.

Since Guerrilla’s do not have big bucks to invest, the marketing arsenal must work harder and smarter!

Theory of Guerrilla Marketing

Guerrilla Marketing Mindset

The Question to Focus On:

• “How am I building awareness with my prospects and clients through all of our marketing?”

What is your Marketing Habit?

• 3-5 things a day

• Put Marketing on your to-do list

Goals/Purpose of Marketing

What specific activity do you want customers and prospects to take?

Specific Customer Activity• Send in for information

• Call your toll free 800 number

• Visit your website; Google You

• Enter a contest

• Visit with you

• View a video clip

Target Market

The Ultimate Targeting Exercise

• If you could magically define the “ideal client,” what would they look like?

Your Best Prospect

….is a current customer

Second best is a past customer

Positioning

David Ogilvy:

“Marketing results depend less on how advertising is written than on how the product or service is positioned.”

Positioning Examples• Southwest Airlines

• 7-Up

• United Airlines

• Fed-Ex

• Crest Toothpaste

Simple Positioning…

• We are now known as…

A Revenue Exploding Guerrilla Marketing Positioning Example

• An appliance business that can provide the most affordable kitchen appliances to cost conscious buyers.

You Are an Expert!

Day 8 – Competitive Advantages/Benefits

Prospects Don’t Care About You

They want to know, “What’s in it for me? How will you benefit me?”

Features vs. Benefits

What are you really selling?

What will your audiences receive

Your competitive advantage is the benefit you offer that your competition does not

Dig Deep for Benefits

Marketing Hooks

More Good hook examples• Special Report:

– 7 Mistakes People Make When Choosing A _______________Supplier

– Before You Purchase __________________ You Should Read this Report

– This is what our competition won’t tell you about ____________________

– 12 ways to Get Twice as Much Value at Half the Cost

What about Free Consultations

• GM 3rd

• Savvy consumers

Placement of Marketing Hooks

• On or offline• Brochures or other marketing

communication material• Videos• Packaging materials• Bounce back offers

PR

PR

“All publicity is good publicity except in an obituary”

-Brendan Behan

Wear two pair of shoes

• Editor’s

• Reader’s

PR is not Promotion!

Master Card

Expert Available to Comment on….

What’s In The News?• Interest Rates – Mortgage Broker, Real Estate,

Financial Advisor

• Prisoner Sentences – Social Workers

• Business Culture – Strategies, Change, Rebranding

• Running and Sporting Events – Chiropractors, Physical Therapists

Wrap Up/Conclusion/Action

• Launch what is comfortable

• Get help if you need it

• Do something…in 30 Days

Does Guerrilla Marketing

Really Work?

II. Social Media

Integration with Other Marketing

What is Social Media Marketing?

• Community• Relationships• Two Conversation including Listening• Sharing of Information / Content• Sharing of Knowledge

and Expertise-----------------------------------------------

• Use of Technology• Use of Online Tools• Integrated into all of Marketing

Social Media Marketing Objectives

• Influence• Engage• Awareness• Credibility• Branding• Recognized Expert• Make Friends• Relationships

Social Media Marketing Outcomes

• Improved Awareness• Open communication• Reach new markets; new

channels• Advocacy/Cause• Market Adaptation• Collaboration• Social / Fun • Further Relationships

Listen, Learn, Share, Participate, Engage

Listen, Listen, Listen

• Google Search• Google Alert• Yahoo Alert• Search Engines• Twitter Search• Facebook Search• Technorati• Samepoint.com• Yacktrack.com

Participate• Active not Passive• Comments on Blogs• Twitter• Be part of a Community• Social Networking

Contribution for Positioning

• Articles• Create and Submit Content• Blog Posts• Expertise sharing• Ask for reviews• Tips

Social Media Marketing Tools

• Video Sharing – You Tube• Photo Sharing – Flickr• Blogs – website, the cornerstone• Micro Blogs - Twitter• Social Networking – Facebook, LinkedIn • Social Bookmarking – Digg, Del.icio.us• Other – literally thousands of other places

Choose Your Platforms

• Where is your Target Market participating• Where is conversation taking place?• Monitor• Prioritize

Social Media Foundation

• Identity – your profile and positioning

• Sharing – two way, information

• Technology – Web 2.0, networks and communities

• Media - You are your own media company

Why Use Facebook

• Increase your network• Generate leads• Build relationships and trust• Branding and TOMA• Monitor Competitors• Drive Traffic to Blogs and Websites• SEO

Why Use Facebook

• Awareness• Share Information• Ask Questions• Create Community• Customer Service• Announcements• To Sell (be careful)

Ways to Use Facebook for Business

• Integrate feeds from your blog and other social media accounts

• Create target lists• Reinforce your brand• Obtain a vanity URL• Add your Facebook identity to email signatures• Add your Facebook identity to all offline

marketing

Ways to Use Facebook for Business

• Post business updates on your wall(see previous examples)

• Share useful articles and links to presentations and other resources

• Research prospects before meeting them

Using Fan Pages

• Start a fan page for product, book, speaking offering, brand or business

• Add basic information including links to website, newsletter subscription information and archives, video clips

• Post upcoming events• Update your fan page regularly• Ask questions; surveys

Typical Facebook for Speaker Positioning

Typical Facebook for Speaker Positioning

Typical Facebook for Speaker Positioning

Typical Facebook for Speaker Positioning

Typical Facebook for Speaker Positioning

Facebook Fan Page

Facebook Fan Page

Facebook Fan Page

– Answers (and asking questions)– Joining groups– Adding your clients and audience members to

engage them after the speech– Connecting to Tripit and Slideshare at a minimum

to link trips and ppt's to your profile– Put the LinkedIn URL on your business card and in

your email sigs

Your LinkedIn Success Plan

• Integrate social media with your other marketing

• Define and find your target• Match with your business goals• Resource planning: How much time, who, $

LinkedIn• Increases your professional online presence• Brands your company/yourself• Markets your products and services• Find prospects, new customers & power

partners• Builds community• Creates conversation• Your profile is another piece of online

marketing, not a resume

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Ways to Use LinkedIn

• Answer questions to position you as an expert• Fundraising• Share blog content• Monitor competition• Have conversations

Ways to Use LinkedIn

• Bump up your Google juice– Allow search engines to index your LinkedIn profile

• Create a public profile and select “full view”– If you’re not a blogger, or do not have a Web site, use your

customized LinkedIn URL when you comment on blogs or online articles

Ways to Use LinkedIn

• Create a group or join a group, to foster discussion and connections– Share articles– Review the groups connections as a way to

discover your total social network

Ways to Use LinkedIn

• Groups:

Ways to Use LinkedIn

• Groups:

Finally: make LinkedIn a daily habit

• Look for new postings on your groups• See new connections with your network• Continually tweak your profile and add new

presentations• To update your status with noteworthy

activities, meetings, or speeches• Get recommendations here

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Twitter

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Twitter has lots of business purposes

• Instant Market Research• Customer acquisition• Focus groups on the cheap• Problem resolution• Soapbox• Announcements• Sharing/Positioning

How Can I Use Twitter?

•To listen; customers, prospects and the media are talking about you right now, openly and honestly, good or bad

•To monitor and learn about competition and your industry or profession

How Can I Use Twitter?

•To communicate but not sell directly

•To create awareness

•To start and build relationships on or offline

– Finding Anything

www.search.twitter.com

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Key Twitter To-dos

• Follow the right people in your industry• Don’t get too caught up in tweeting your every

movement• Look at what businesses are doing with it• Use it to start conversations with people you

want to get to know

What to Tweet?

• When and where you are speaking• What you have read that you want to share

with others• Something you post on your blog• A link to a Web site that you find interesting• Something related to your expertise -

consistently

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Typical Tweets for Speaker Positioning

It is about conversations

• Speaking isn’t a one-time event• Attract Twitter followers before your speech• Get to know your audience’s interests• Write/speak once, publish many times (blog,

Twitter, Email, YouTube)• Set up a Web site for each speech

Plan it then Do It

• Prioritize• Be consistent and disciplined• Be transparent• Offer value• Think – “Positioning”• Engage• It’s not a hobby

III. Direct Marketing Consideration

• Target• Message• Vehicle• Frequency

Target

• Columbia Directory of Associations

• State Associations– Insurance– Credit Unions– Chambers of Commerce– SBDC

• Referrals

Message

• What Benefits Audiences Receive from You• Why You?• Testimonials/References– Books– Meeting Planners– Media

• Video ????

Marketing Vehicle

• Constant Contact– Offer Info; don’t just pitch

• Email Marketing• Referral Letters• Phone Calls• Media / Books• Postcards

Frequency

• Top of Mind• See Marketing Plan

IV. Leverage

Leverage• Books

– Brand Association – $20 Brochure

• PR– Tie yourself to news

• Free Speaking– San Diego Chamber– The Apprentice

• Referrals

V. Other Speaker Marketing

Other Marketing

• Search Engine Marketing and Searches• Social Media Searching (Twitter, et.al.)

• Put in what you want– Marketing expo– Speaker wanted; marketing speaker wanted– Call for speakers– Keynote speaker wanted

Search Engine Marketing“annual conference las vegas”

TweetDeck Column Research / Monitoring

Twitter Search “recommend a speaker”

Other Marketing

• Email Signature– Weebly– http://allautenslager.weebly.com

• Google Alerts/Yahoo Alerts/Twilert• Other Speakers– Their clients and appearance lists– Follow on social media– Google alerts for them

VI. Your Plan / Implementation

Your Marketing Plan

• Mindset• Goals of your Marketing• Positioning• Benefits • Target• Message• Marketing Vehicles• Frequency/Plan/Calendar

One Way Mind vs. Two Way Mind

Happy Marketing!

al@allautenslager.com

www.marketforprofits.com

www.certifiedsocialmedia.com

630-740-1397