How to Use Speaking Engagements to Generate Referrals

Public speaking is one of the most effective marketing strategy but many people don’t do it or do it ineffectively.

Challenges to Using Speaking for Marketing

Two things hold many you back from effectively using speaking for small business marketing. First, speaking is nerve-wracking for many people. I have other articles and a book (The Confident Speaker) on this topic so we won’t get into detail about it here, but know that you can definitely overcome public speaking anxiety.

Second, many speakers think that simply delivering a good talk is enough, but this is not true. Several of my clients have told me that they give great talks but don’t get results.

One example is Stacey, the owner of a wellness center in New York. She’s passionate about her business and set up some talks with various local organizations. People gave her wonderful feedback and several people came up and asked for her card. This sounds great but unfortunately, it didn’t lead to business.

Three Ways to Convert Speaking Into Profit

What Stacey did wrong was not finding a way to follow-up with people. People carried on with their lives and as wonderful as Stacey was, they simply forgot about her.

Here are three powerful ways to follow up.

1. Announce that you’ll be at the back of the room for 20 minutes after the talk and that you’d love to chat with anyone or answer questions.
   
   This is going to be extremely helpful because it will give people an even better chance to get to know you.
   
   When someone comes up to you, be sure to get their card. Write the topic you discussed on the back of their card so you remember them. Ask if you can send them additional articles or other relevant information. Or if you run a service business, ask them if they’d like to schedule a time to further discuss how you can help them. Take out your calendar and schedule it right then.
   
   If they requested more information, within 24 hours, email them with the materials you promised. Invite them to receive more information and join your mailing list.
   Now, you’ve created a wonderful keep-in-touch marketing campaign.
    
2. Pass around a sign-up sheet for people to enroll in your high-quality e-zine. The key is to include a high-value bonus that they’ll get for signing up. You’ll be able to keep in touch with them via internet marketing once they’re added.
   
   To announce this, you can say, “I’d like to offer anyone who’s interested (insert your high-value bonus here). I’ll pass around a sign-up sheet if you’d like to receive this.” On your sign-up sheet be sure to include an email privacy statement and note that people will be added to your mailing list.
    
3. Invite everyone to something. The goal in marketing is to have multiple contacts with prospects. Speaking jump-starts this process and you may enroll clients or customers right then and there. For others, you need to have another contact.
   
   I suggested that Stacey hold an open house and invite everyone to it, along with passing out coupons for half price massages. Getting people into her center is critical. If you have a virtual business, you can invite people to a virtual open house. You can also hand out hard copy coupons which can be redeemed online at your website.
   
    
4. Give a special offer. Create a page on your website with a special offer for your audience members only. Even better, get a domain name just for the group you speak to. For example, I could have: www.LarinaSpeakstoAWE.com (not a real domain). The more personalized and memorable, the better. I prefer to offer something valuable for free (with opt-in to your newsletter) or several great resources. Again, the more customized, the better. It may be worth your while to write a special report just for the group. Give a url that is memorable and specific to the group and include it on your PowerPoint and in the handouts. You can also include the slides from your talk on this site.
   
   I hope these tips help you keep-in-touch with your audience members so speaking becomes one of your most effective marketing strategies.
   
   Larina Kase is a New York Times bestselling author and small business marketing coach. She helps information experts to build their platforms and put their marketing cycle on autopilot. Get more resources at http://www.PlatformBuildingSecrets.com
   
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