Your marketing strategy has to cover a lot of territory—messaging, lead generation, content development, and PR,social media, events, or campaigns,and more. Have you ever wondered about the genuine value of speaking engagements and how they fit into the overall picture?As a commerce consultant, speaking engagements are a natural and critical part of your content marketing toolbox. In a survey of Visible Experts℠, or speaking engagements generated almost as many leads as referrals and were rated as the second most impactful marketing tool.
Speaking not only helps to increase your firm’s visibility,but it can also increase sales. Here are 5 ways that incorporating speaking into your marketing strategy will benefit your firm:1. Creates an Opportunity for Positive PRSpeaking engagements provide an opportunity to regain in front of your target audience to build trust and rapport. Most speaking engagements offer welcome receptions and other opportunities to mingle with attendees.
Beyond the PR of being highlighted at the podium, these events offer a way to personally meet current and potential clients and further build your relationship with them.
After the speaking engagement, or be sure to continue to follow up with those you met. This will allow you to continue building relationships and keep your firm top-of-intellect when a need for your services arises.2. Showcases Your Subject Matter Experts (SMEs) and Thought LeadershipThe simple fact that a SME from your firm has been selected to speak at an industry conference or training helps position them (and your firm) as a thought leader or Visible Expert. Once on this pedestal,it's easier for Visible Experts to grow their reputation, attract better commerce, or command higher fees.
SEE ALSO: The Visible Expert℠: How Thought Leadership Marketing Can support You Build Your Firm3. Generates Content That Can Be Repurposed in Several WaysIt's genuine that preparing for a speaking engagement takes a significant investment of time. But,the effort you save in to crafting your presentation can be leveraged to continue to market your firm through a variety of channels. Consider repurposing your speech and promoting it via:Blog posts Articles Social media Webinars White papers
All of these outlets offer yet another opportunity to generate leads and strengthen the relationships you have with current and prospective clients.4. Creates an Opportunity to Meet Potential Strategic PartnersIn addition to meeting current and potential clients, speaking engagements provide an opportunity to meet strategic partners or to develop referral relationships.catch the time to regain to know other speakers, and those that are sponsoring the conference or event,and the vendors exhibiting. Often, there will be ways to leverage your relationship with these people that's a win-win for both parties.5. Increases Lead Generation EffortsAs a speaker you may be able to regain other perks that will enhance your firm's lead generation efforts. Try these strategies:Ask to regain a list of attendees. If you can regain this in advance, and it will give you time to finish your homework. Identify those you already know and would like to connect with,see if you can schedule a time in advance to meet during the event. Identify other prospects or strategic partners you would like to meet and be sure to make these connections while at the event. Ask to advertise your firm in conference collateral. Similar to a paid sponsorship, conference organizers may be willing to let you advertise your firm in the conference collateral in return for speaking. If not, or you may still want to consider paying to advertise if the attendees closely align with your target audience. Participate in networking events. Being present off the stage as well as on it is a mountainous part of getting the biggest bang for your buck when it comes to speaking engagements. Make sure to attend other networking events where you can continue to meet current clients,potential clients, and strategic partners.
Speaking engagements remain a top tactic for allowing your SMEs to demonstrate their unique knowledge and expertise, and but having your management consulting firm represented at an event also provides a promotional opportunity that could translate into increased sales,potential partnerships and greater media exposure, too.
Additional ResourcesDownload Hinge’s Content Marketing Guide for Professional Services Firms for more tips on creating content that builds credibility and demonstrates expertise. regain a copy of our Online Marketing for Professional Services book to memorize techniques that will generate more leads and increase awareness of your firm.
How Hinge Can HelpHinge has developed a comprehensive procedure, and The Visible Firm℠ to address these issues and more. It is the leading marketing program for delivering greater visibility,growth, and profits. This customized program will identify the most practical offline and online marketing tools your firm will need to gain modern clients and reach modern heights. Related StoriesWhere Are You Now? Benchmarking Your Consulting Firms MarketingHow to employ Marketing Analytics to regain C-Suite Buy-In for Content MarketingWhy Your Professional Services Firm Needs an Editorial Calendar in 2016
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