If you want more clients, add speaking to your marketing plan. Speaking is a great way to increase your visibility and showcase your expertise.
When possible, find opportunities where you can be a guest speaker. When you do, you’ll put yourself in front of people who may have never heard of you – and you get a chance to wow them. Your guest speaking opportunities can lead to clients, but it’s important to have a client attraction process in place for your speaking engagements.
What should this process look like? Just follow these steps, and you’ll be in a great position to convert each speaking gig into a client-attracting opportunity:
#1: Determine your requirements before committing to speak
Think about what requirements you want before you agree to speak. This could include a minimum number of audience members, a requirement for people to provide their email addresses to add to your list or a written plan on how they’ll promote your talk. A best practice is to put your questions into a survey that you can share with someone who asks about your speaking services.
Establishing some ground rules prior to a speaking commitment will help ensure you are setting yourself up for the best event possible – one with your ideal clients in attendance.
#2: Your speech should be the what and why
When creating your content, you want to give your audience the “what” and “why” of your topic. Only give your audience a little bit of the “how.”
Ideally, save the “how” for your coaching programs or services. This will whet your audience’s appetite to learn more, and they will be more eager to schedule a follow-up call with you.
#3: Identify how you’ll document your audience’s information
Here’s what I do: I offer a raffle (usually a low-cost gift card to a local restaurant or coffee shop), and the audience members fill out a raffle form.
On this form, I ask for their contact information, if they want free Get-Acquainted Call and if they want to be added to my email list. It’s just a half-page form, but I get great results from it.
#4: Have a follow-up process
Once you return home from your speaking gig, go through your raffle forms (or give them to your VA). Send out emails to everyone who asked for a Get-Acquainted Call, and make sure to designate a day on your calendar for any follow ups. Then, enter the names who have opted into your mailing lists.
Don’t procrastinate on these tasks! Creating a system is essential. I do these tasks as soon as I get home from every speaking gig. (I make time for it in my calendar.)
Another tip: If you use a customer management software, such as Infusionsoft, make sure to tag each person with the event name. This will help you trace where you are getting your referrals from.
Don’t just show up to speak. Make sure you are capitalizing on every speaking engagement and use it as a tremendous opportunity to add people to your list and to schedule Get-Acquainted Calls. To make sure you are maximizing your speaking gigs, make sure to set requirements beforehand, and create a system of follow-up calls and emails to help you close the loop. Once it’s a process, it is easier to follow through, and as a result, you’ll get more clients from your speaking gigs.
Jill Celeste, MA is a bestselling author, marketing teacher and founder of the Celestial Marketing Academy. Jill teaches purpose-driven entrepreneurs everything they need to know about marketing so they can become the Directors of Marketing for their businesses.
Jill is the author of the Amazon Top 25 Bestselling Marketing Book, That First Client, as well as the co-author of the bestseller, Cultivating Joy, and international bestseller, Gratitude and Grace.
Jill graduated with a B.A. in English from Wesleyan College in Macon, Georgia. She obtained her master’s degree in history from the State University of Georgia in Carrollton. Prior to becoming a marketing coach, Jill worked for 14 years in the private sector, and has experience in marketing and public relations in healthcare, IT and small business.
Jill lives near Tampa, Florida, with her husband, two sons, three guinea pigs and a basset hound named Emma.