every Speaker Is a Media Company
It’s a fact that the best market- ing for a speaker is being exceptional on the platform. But today’s speakers have mul- tiple platforms, with the Inter- net certainly being the most
Your objective is to help your audience when you are on stage, which
also should be the objective of your
online presence. Having the mindset,
“Helping is the new selling,” is critical
to your success as a speaker.
Here are three ways to develop and
implement strategies to build your
Give away your expertise one
bite at a time. As a speaker and subject matter expert, you have tremendous
knowledge and abilities that can benefit
thousands, or even millions of people.
Your knowledge is the raw material for your media company.
Instead of hiding that expertise
in your books, courses and
keynotes, deconstruct it into
hundreds of tiny pieces and
give them away one at a time.
Those free knowledge snacks
will increase your ability to sell
larger and more profitable
knowledge meals (or banquets)
down the road.
TIP: Write 50 headlines for
blog posts that would offer
benefits for your audience.
Use Google search and tools
like ubersuggest.org to select
the most relevant keywords
for your titles or headlines.
Ignore inspiration and run on
consistency. If you’re serious about
using content and your expertise to
build a media company that creates
new business opportunities and potential sponsorship revenue, you need to
publish frequently and on a schedule.
Sports Illustrated doesn’t say, “We’re
not inspired right now, so we’ll just skip
this week’s issue.” Make a commitment
to consistently produce new content,
even if that means freshening something you’ve previously published. And
when you are in the zone, build a reservoir of partial or completed pieces of
content for when you are not feeling
TIP: Build a monthly calendar of media
topics for the coming year. This will get
ideas incubating long before you need
them. If you have a Wordpress blog, try
tools like CoSchedule.com to plan media
drafts. It also allows for publishing
directly to your social media channels.
Jay Baer is the author of the
New York Times bestseller,
Youtililty. He helps business-
people rethink their approach
to marketing, resulting in
soaring attention, increased sales, and new-
found customer loyalty and advocacy. Visit
Jeff Korhan, MBA, is the
author of Built-In Social:
Essential Social Marketing
Practices for Every Small
Business. He helps businesses
adapt their traditional sales and marketing
practices to a digital world. Learn more at
MONETIZE YOUR MESSAGE
Build your income beyond the podium
Build your media hub-and-spoke
system. Your speaking business probably has a website. That’s nice, but it’s not
enough. Media companies need a thriving hub (often a blog), as well as multiple
spokes that enable you to give away
what you know. The spokes are channels
where you can distribute your knowledge in multimedia formats, such as
video (You Tube TM), audio (podcasting),
quotes (Google+ and Facebook), and
even photos (Pinterest). Use the spokes
to grow an audience and drive them to
your to hub where you can engage with
them in more meaningful ways, and convert some of them into clients.
TIP: Canva.com is a great resource for
creating beautiful graphics, with plenty
of free and premium capabilities.