Identifying the Best Markets for Speakers

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

Have you ever anticipated speaking to a full house and when the time came few people showed up? Have you spent good money to advertise your speaking event and been disappointed at the turnout? Have you put up a web site that nobody looks at? If you can relate to any of these questions you probably have not identified the best markets for your speaking.

Measurement is a fundamental component to identifying the best market for you. One way to measure is to compare two similar advertisements. You can identify the differences and count the number of responses each one gets. This will help you identify what advertisement works best. Similarly, you can advertise to different known demographics and measure the responses. This will help you identify your best market as a speaker. On the other hand, you can use the Internet to let people opt in to what you have to offer, thus identifying your best market. Measuring and comparing your opt ins will narrow your search for your best market.

The opt in asks the reader to give you their email address for something in return such as a discount or a free newsletter. If the reader opts in you know they have some interest. That is your first clue. By changing any aspect of the opt in strategy, you can compare results. The results will help you build email lists for specific products you have to offer. In addition, if you offer two things and one is of higher value, you can ask for a phone number for the higher value offer. I have found that if a reader gives you a valid phone number, chances are their email address is also valid. Ask for a phone number for the opt in with the higher value.

As you can probably see, opt in emails direct the reader to a product, and narrow the market. There are many services that offer email lists and help you to manage yours. Focusing your email campaign will increase the results per email. With some research and work you can do this on your own.

You can also compare and measure the results you get from the analytics related to your web site. You may find that people are going to your site more often on some keywords than others. Make changes to your keywords, and then closely monitor the results. You can also use your analytics to determine if visitors are coming to your site from other sites. What sites are they, and how do they relate to your niche? This is another clue to what your best speaking market is.