Presentation to National Speakers Association #Influence18

1. DIY Marketing for Professional
Speakers
Get noticed and increase your Influence!
With Aidan Crawford
www.shortcircuitmedia.com

2. Who am I?
Marketing as a Managed Service
I work with professional speakers, trainers and
consultants to help them align their marketing
with business goals.
I take the time to understand your business,
create a custom marketing strategy, execute
that strategy and then provide ongoing
support.

3. What’s the deal?
This is an all killa - no filla presentation.
Book a free 30 minute marketing consult during the conference @
www.Shortcircuitmedia.com/nsa18
Buy my book from Amazon

4. DIY MARKETING IN THREE PARTS
* Define your ideal clients
* Create a Value Statement that speaks to your ideal clients
* Tools and tactics to get you noticed AND hired

5. Define Your Client
“Everyone” is not an
acceptable answer to the
question: “Who is your ideal
client?”
● My kids are not your
client
● My mom is not your
client
They may be interested in
your topic, but they will not
pay you anything.
Your client isn’t necessarily
your audience
● Your client is the person who pays you
● Meeting planners, HR departments etc
● Your job is to make the case to these people
that you are worth paying for

6. Define Your Client
Meeting planners will only
pay you $10,000 to speak
when you can convince
them you are worth 10x that
to their clients.
Make the case for your
business
● Who will find the most value in your expertise
● Who will pay for that expertise?
● What do you you bring to the table that is
unique?
● How does this tie into a return on investment?

7. Create your value statement
People don’t care as much as you
think they do.
Droning on about your topic makes
you a terrible dinner guest.
Keep is short
1. This is not your elevator pitch
2. This is the foundation for your
marketing model
3. Once you have it in place
everything else you create is
aligned with it.

8. Your Value
Statement
As a speaker you need to
make the case for your value
constantly so potential
clients understand that you
are an investment rather
than an expense.
Why do you need a value
statement
Don’t waste your time trying to be everything to
everyone.
When you know who your ideal client is you can
focus your marketing efforts more effectively.
● Who is your ideal client/audience?
● What do you do for them?
● What is the benefit to your client?

9. Your Value
Statement
The value statement you
create guides your entire
business model by helping
you focus on clients and
aligning your expertise to
their needs.
Make the business case that
you are an investment and
not an expense.
Dig up some stats to back
up your case.
How does a value statement
guide your business?
● It can be expanded to your elevator pitch
● Influences every piece of content you create
● Helps you build out programs that appeal to
your target market
● Provides focus and targeting to your marketing
strategies

10. Marketing your speaking business
Knowing what your marketing model
is and being able to articulate your
value to prospective clients is the key
to marketing yourself successfully.
Do it yourself!
1. Identify revenue opportunities off stage
based on your knowledge and experience
2. Speaking >>>Consulting
3. Speaking >>> Coaching
4. Speaking >>> Books/online courses

11. Marketing based on your business model
When you have your value statement
and ideal clients figured out -
everything else about your business
becomes clear.
More importantly you are ready to
market.
When you know who your audience is
your marketing will always be better.
● Create Content
● Using Social Media wisely
● Paying for advertising
● Using your knowledge to create
products

12. Your Website
Every piece of content on
your site needs to align with
your value and benefits.
Focus on who your client is
and their needs more than
how awesome you are.
Keep it conversational
Jargon is the enemy. If you solve a problem - make
it clear.
● Put your benefit statement on the home page
above the fold
● Site visitors shouldn’t have to search through
your site to figure out what it is you do
● Make your navigation clear and tell a story

13. Your Content
Make your site a trusted
resource by blogging
regularly.
This will help you get noticed
by search engines and
prospects
Create content on a consistent basis
● Blog content is good for SEO
● Builds your credibility within your target market
● It becomes the basis of your monthly newsletter
● You can use it for your book

14. Your Content
Your website is often the
very first introduction many
of your prospects ever have
to your business.
If you don’t regularly update
your site, they may wonder if
you are still in business.
Where do you get content?
The hard way
● Create everything yourself from scratch.
The Easy Way
● Curate content on social media
● Add to the discussion
● Cannibalize your books
● Transcribe your presentations

15. Your Content
Tools you can use
● Google.com/Alerts
● Bufferapp.com
● Hootsuite.com
Formula for a blog
● Compile a list of topics that your idea prospects
would be interested in
● Set Google Alerts for each topic
● Share them through BufferApp or Hootsuite
● Create an article around 2 of the Alerts you are
sent each week
○ Quote from the original
○ Link back to original post
○ Add your two cents

16. Your Content
If you have great content
then you need to make sure
that it is constantly being
recirculated so that potential
clients can see it.
Reduce, Reuse and Recycle
Content
● Create a monthly tweet sheet of daily blurbs
about your services.
● Use a tool to reshare your blogs into Twitter,
LinkedIn, Facebook

17. Social Media
Marketing
Social media may be the
biggest waste of your
time and resources if you
aren’t strategic in your
approach.
Go where your clients are
My mom doesn’t care what I do
for a living
● Don’t annoy your school
friends
● Don’t make your family block
you

18. Social Media
Marketing
Choose your social media
channels carefully. Find out
where your clients are going
to be and then focus your
attention on getting theirs.
B2B or B2C
Twitter and LinkedIn are Business Channels
Play in the same sandbox where your prospective
clients play.
● Regular LinkedIn updates
● Linkedin Publisher Posts
Twitter updates for business
● Daily tweet sheets 1 per day
● “Live tweet” your events
● Sell from the stage without selling from the
stage

19. Paid Advertising
The days of free social
media exposure are quickly
coming to a close. If you
want people to see your
content, you better be
prepared to pay.
Facebook & Twitter
The Facebook algorithm has changed to make it
harder for business content to get seen organically.
So today you need to “boost” posts in order to reach
prospects.
● If you spend 2 hours writing a blog spend the
$5 to get it seen
● With Twitter you can use hashtags or create an
ad that targets only those people who follow a
specific handle
● @NSAspeaker got me two clients in 24 hours
for $60
#CAPSCampTO

20. Paid Advertising
If you are professional
and want to get noticed
by other professionals
who might actually hire
you. Focus your attention
on Linkedin
LinkedIn
● 50% of B2B buyers use LinkedIn when making
purchasing decisions
● 94% of B2B marketers use LinkedIn to
distribute content
● More than 1 million people use LinkedIn’s
publishing platform, sharing over 130,000 posts
each week

21. Paid Advertising
Paid LinkedIn InMail
campaigns have seen an
open rate of up to 70% while
typical emails to a
subscriber base are in the
range of 25%.
LinkedIn InMail Campaign
● Specific targeting based on filters you set
● Customize the message to speak to a specific
persona
● Drive leads back to a landing page
● Can cost as little as .40 a send
● DO NOT NEED A PAID ACCOUNT TO RUN ADS

22. Paid Advertising
Paid LinkedIn InMail campaigns have
seen an open rate of up to 70% while
typical emails to a subscriber base
are in the range of 25%.

23. Use Your Knowledge to Create Products
The Fantasy
- Create an online course or write
a book
- and wait for the money to come
to you.
- Passive income baby!
The Reality
Most people don’t have the following
to make it happen.

24. Your Products
If you have knowledge you
can have products. Use your
existing content to produce
those products
Types of Products
● Books
● Online Courses

25. Your Products
In the old days it was hard to
publish a book. Today
anyone can do it, so the
chances of your book
catching fire and selling a
million copies is remote
Build Your Book
● Transcribe your speeches
● Structure your blog like a book
● Have your book professionally edited
● Use Fiverr.com to have it formatted for
CreateSpace
● Have it distributed worldwide through Amazon
● Have a postcard created on VistaPrint with a
QR code to the Amazon page
● Set yourself up as an Amazon affiliate

26. Your Products
It has never been easier to
create an online course.
Courses can be sold to
individuals or licensed to
companies.
Even if you never sell a
course they build your
credibility.
How to build your course
● Structure it logically like your topic
● Break it down into modules
● Add worksheets and quizzes
● WP Courseware from Flyplugins.com
● Invest in a green screen from Amazon
● Everyone here gets my course DIY Marketing
for Speakers
courses.shortcircuitmedia.com

27. Visit shortcircuitmedia.com/NSA18 for
additional resources and a promo code to
access my online course DIY Marketing for
Speakers, Trainers and Consultants.

28. Thanks!
Contact us:
Aidan Crawford
ShortCircuitMedia.com/NSA18
to book a 30 minute marketing
consultation during the
convention.
Aidan@shortcircuitmedia.com
#Influence18