How Professional Speakers Can Improve Their In-Bound Marketing

Dr. Gary Arnold's Book
How the Top 1% of Speakers and Coaches Do Internet Marketing
Paperback: ISBN:978-1-57867-041-3; eBook: ISBN:978-1-57867-043-7

It's a great time to be a new, emerging or established professional speaker. Now more than ever the speaking business is able to level the playing field, and tap into larger corporations in the global market.

If you've been dreaming about growing your professional speaking career, now is a great time to act on that goal.

To build your consultancy you need to join organizations, write some articles, get clients and give speeches.You need to consider that you are the brand.

A stand-alone platform of conventional marketing no longer makes sense. Ad costs are rising. People are paying less attention to the flood of traditional media. It's a waste of time and money to blast out old fashion push marketing methods. If people don't like the marketing message, they simply aren't going to pay attention to the messages they don't care about.

Here are some strategies you can use to improve your inbound traffic.

Blogging and vlogging on the social network sites are two methods. The blogosphere now has over 100 million blogs online, and it's growing exponentially.

Your blog or vlog should be a canvas for "What do you do for a living?" It should answer your clients and customers question, "What's in it for me?" Your job as a blogger or vlogger is to find out what your prospects and clients need. That's what you should be talking and videoing about.

Focus on your niche market. You should be able to write about your target customer base in one sentence or less.

7 Important Points for Speakers:

1. The first point is, the better your blog or vlog, the greater the number of backlinks to your site. That in itself is one of your measures of the marketing success for your blog. The better the blog, the more posts, the more quality visitors,the more links and the more traffic.

2. The best speakers differentiate themselves. They don't try to be everything to everybody. They want to become a unique alternative, not just a competitive choice.

3. Remember the most frequent reason bloggers and vloggers fail is because they oversell their product or service with a push marketing focus. Push marketing is out, pull marketing is in.

4. You want to be the absolute best, a true authority, in your specific niche. Define and segment your prospect, customer and vendor database and determine what kind of client "relationships" you need to develop in each segment. Be flexible. Allow your current business model, even if it's successful to have a short lifespan. Why? Because the standard for being the best in your niche changes over time.

5. Link your blogging by expanding its delivery modalities. Just like people have different tastes in foods or music or art, they have different delivery preferences. Do blog articles, vlog, do white papers. Make video series, do webinars, Do web delivered PowerPoint presentations, do podcasts and webcasts.

6. Remember to "segment" your prospect and customer base and determine what kind of client "relationships" you need to develop. And then think monetization; remember that your revenue streams and cost structures are determined by your daily key activities.

7. Make sure you focus on monetizing your short-term efforts and then duplicate and develop that idea over the life of the project. Keep the whole picture in focus, but monetize your daily activities. Do something every day that makes money.