Public Speaking as a Marketing Tool

We’ve been encouraging small business owners to get out in front of audiences and show off their expertise for years because it helps position them as ‘THE’ expert in their field.

In today’s marketing world where everyone is hit with thousands of subtle and not-so-subtle marketing and advertising messages on a daily basis, anything you can do that gives you an edge is worth considering.

So let’s look at how public speaking can be used as a marketing tool.

We mentioned it positions you as an expert, so let’s take a look at some ways Public Speaking can be used as a Marketing Tool:

1. Expert Status

In fact, when you get up in front and talk about a problem and a solution, or discuss various aspects of a particularly ticklish part of your industry, you’re sharing your experience. Hence, the term ‘expert.’

If you haven’t written a book, you should. But short of becoming a published author in your field, getting up in front of an audience helps solidify your credentials. And when it comes to marketing your business, having credibility is key.

2. Meeting Potential Clients

Speaking to a local group, such as a Rotary club or a Chamber of Commerce, gives you the chance to meet and greet potential clients in a one-on-one situation. Before the presentation, press the flesh, meet folks, pick up some business cards.

One technique we’ve used to good effect: at the very end of our presentations we mention that we have a website, podcast and weekly newsletter. “If anyone wants a free subscription plus a few freebies that will help you become a public speaker, make sure we get one of your business cards. Be sure to write ‘Inner Circle’ or put an ‘X’ or check mark on the back so we know it’s okay to include you on or email list.” This usually brings us a handful of new subscribers!

3. Builds a Video Archive

If you’re smart enough to videotape your presentations, you now have a growing body of work that you can use in your marketing materials and on your website. Depending on the presentation, you can package the whole presentation as either a free sample of the kind of work you do, or if it’s a longer information-packed session, you may be able to package it as a product. Or at least an enticement to a larger more expensive product.

4. Improves Your Communication Skills

The more you do something, the better you get at it. Face it, unless you grew up playing baseball from Little League through high school and college, chances are you would never get a chance to play in the minor leagues, which means you’d never get a chance to play in the ‘bigs.’ That’s because those players have been working on their skills for literally decades – and improving various aspects of those skills.

So if you’re not getting up in front of people and speaking on a regular basis, your skills will not grow quickly, nor will they progress much. You may know your business inside and out because you spend 10 or 12 hours a day there. But do you spend time on a regular basis meeting potential clients and turning them into paying customers? That kind of skill doesn’t happen overnight, either. But — the more you do it, the better you get at it.

It’s the same with talking about your business, your industry, your company and your opinions on the ins and outs of your industry. The more you do it, the more people will recognize you as the expert they want to hire. Your improved communication skills helps to position you as the ‘go-to’ person.

So GO TO it, and start using public speaking as a marketing tool today!

photo credit: VividImageInc