is the CEO of a
4 WAYS TO
agency, author, and
speaker. She’s been
interviewed for radio
and television more
than 200 times with a regular segment
on KSL (NBC affiliate). Her own radio
show has more than 1 million downloads.
PLAN is the “four-letter word”
for success. Don’t close your
eyes and play “pin the tail on the
donkey,” blindly picking mediums
or messages without creating a plan
that includes objectives, budget, and
systems for evaluation.
EVALUATE regularly. Each week,
ask yourself: What worked? What
didn’t work? What needs to change?
Some marketing needs more time
to really be effective, but weekly
evaluation of website strategy,
videos, blogs, and social media
posts will help you fine-tune your
messages so that you can knock it
out of the park on bigger media buys.
INVEST in yourself. You can
bootstrap, but if you were to treat
your speaking career like a startup
business, you would never dream
about launching without a budget for
advertising. Your marketing budget
should be 4 to 10 percent of your
annual sales (or what you want your
annual sales to be).
ESTABLISH “home court
advantage.” On Facebook and
i Tunes you’re a “visitor.” Social
media algorithms can change, and
your content can disappear. Your
most important marketing job is to
maintain and invest in the assets
you can control and keep for days
and weeks and months ahead. Your
“home court” is your website, your
email list, and even your content.
You make the rules and you decide
how to captivate your fans.
demographics, and psychographics of both
audiences to create the right messages and
mediums that will showcase your expertise.
2. CLARIFY YOUR MESSAGES
What do you want to be crystal clear to your
mass audience(s) in the next 12 months? List
five to seven foundational messages that
articulate who you are as an expert and how
you want people to describe you. Then, build
headlines, blog posts, social media status
updates, advertising copy, and more.
3. CHOOSE YOUR MEDIUMS
Choose outlets and strategies that will articulate your messages to your masses. Balance
traditional marketing outlets—print, TV,
radio, billboard, signage, events—and digital strategies like video, social media, SEO,
third-party websites, and messaging (social
media and text service).
Now, let’s go back to the three questions
from my professional speaking clients.
I have a website, so I need SEO, right?
The reality is, there are speakers who have
an industry niche and a clear searchable
message that can benefit from SEO, but it
may not be the best way to get your messages to your masses. For the past decade,
98 percent of my speaking opportunities
and consulting income have come from
repeat customers, people who have seen
me speak, and referrals. Spending marketing dollars on SEO isn’t going to help
my business as much as a good referral
program and making sure I wow my audience with a killer speech that people talk
about long after I’m off the stage. I don’t
discount SEO; I still optimize my blog
posts and review search terms while I’m
selecting headlines. It’s just not a place I
invest my marketing dollars.
I’m ready to get booked, so I need to
be on Facebook and LinkedIn, right?
Choose social media outlets based on
where your masses are spending the most
time and where your messages will be seen,
understood, and valued. You don’t have to
be on Facebook, for example, just because it
has the most active users each month.
If I want to be credible, I better get on
the main stage at Influence, right?
Yes, having a spot on the main stage at
Influence is great. But it’s not a marketing
tactic unless you are frequently referred
by or booked by other speakers.
Now, ask yourself, which marketing is
right for me? ■