speaker marketing from the marketing speaker
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Speaker Marketing from the Marketing Speaker. Al Lautenslager [email protected]. NSA - Wisconsin. Guerrilla Marketing Social Media Integration Target, Message, Vehicle, Frequency Leverage Other Speaker Marketing Your Plan / Your Questions /Group Input. - PowerPoint PPT PresentationTRANSCRIPT
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
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 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
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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!
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