another buyer who had a very similar
challenge and you, an expert in that
subject who happened to have solved
it for that client. They’re reading
LinkedIn discussion groups for “
nightmare speakers,” or a forum describing
what a bureau promised was anything
but what the speaker delivered!
in a Post-Digital World
If everything is becoming digital, how
will digital matter? The buyer doesn’t
really care if the speaker interaction
is on the Web—buyers just want to
get what they need, when they need
it. Many speakers still segment their
on- and off-line marketing, creating an
artificial barrier to developing a seamless and consistent client experience.
Social media is changing buyer behavior to more agile and fluid, and growth
strategies must adjust the model to
support the reflected changes.
Speakers need to re-orient their tra-
ditional growth strategies to reflect the
new post-digital, relationship-oriented
and influencer-driven social interac-
tions. As a speaker, you can start by
thinking of your clients in a more
holistic life cycle using the following
questions as guideposts:
• Where are they most likely to hear
• How can you educate the market
with unique value-add?
• How can you give buyers an opportunity to self-select/opt-in themselves
as intrigued by your perspective?
• By helping them along a buying
cycle, how can they engage you as
a prospect when you’ve influenced
• When they become clients, how
can you empower them to share
• How can you help them educate
the market on your behalf – inde-
pendently and candidly?
David Nour is the thought leader on Relationship Economics®, the quantifiable value of business relationships. As CEO of The Nour Group, he
has attracted clients such as KPMG, Siemens,
Disney, Alvarez & Marsal, Assurant, HP, and
more than 100 marquee organizations in
driving unprecedented growth through unique
return on their strategic relationships. Nour has
pioneered the phenomenon that relationships
are the greatest off-balance sheet asset that any
organization possesses, large and small, public
and private. Learn more by “Googling” him.
10 Tips to Develop
Social Market Leadership
buyers. Research them on LinkedIn,
and create a profile of what they
find of interest/value.
engagement as a single event. View
it as a campaign with a focused
social media effort to create awareness for the client organization.
03 Before each engagement, research
top industry trade publications.
For corporate clients, identify
internal;and;external;communica-tion channels, such as newsletters,
04 Submit focused and relevant
content (articles, videos, blog posts)
30-60-90 days before each speaking
engagement, to promote awareness
and drive attendance to the event.
05 Leverage social networks, blogs,
and your broader influence footprint to create dialogue. Ask
questions, post comments, and stir
up the pot to provide a contrarian
perspective. Always include links.
06 At the event, cut your content in
half. Find a way to interact with
and engage the audience in a
dialogue, roundtables and get
attendees out of their chairs, espe-
07 Before you wrap up your speech,
invite attendees to a community,
continue the conversation.
08 After the event, share insights and
unique perspectives with the client
and the audience.
09 Bundle a series of articles or webinars or develop a road show.
10 Get and give digital references/
recommendations, focused on the