Not every inbound marketing technique today involves digital this and e-that. One of the oldest methods of attracting customers is still one of the most effective: public speaking.
How can you turn public speaking into an inbound marketing tool for your business? Start by figuring out what market you’re trying to attract and what organizations they belong to. For instance, suppose you offer accounting services for small business owners and the self-employed. You could find these potential clients at chamber of commerce meetings, leads club meetings or networking organizations for women business owners, minority business owners or other special-interest business groups.
Then select timely subject matter you could talk about to these groups. Make sure it is relevant to them and ties in to your business. For instance, you could discuss topics including home office deductions for small businesses, how to get business records and receipts ready for tax time, or tax law changes for the coming year.
Contact the groups’ leadership to let them know you’re interested in speaking and share your expertise. Once you have some speaking dates set, be sure to let the world know about it via social media, your website and email newsletters, and by reaching out to local media to invite them to attend.
Get contact information. To maximize the results of your speech, you’ll want to gather information from attendees. Talk to the organization about the best way to do this—it could be as sophisticated as online pre-registration for the event or as basic as a sign-in sheet at the door when attendees arrive. Either way, you’ll want to capture information such as name and email; you may also want additional details such as business name, phone number and mailing address.
Have marketing materials on hand. Have plenty of brochures, business cards and fliers. In addition to giving out marketing materials, however, make sure you pass out handouts that have some value to the attendees. In the example above, you could give out a checklist of 10 things to do to get ready for tax time. Make sure it has your business’s contact information on it so prospects can easily get hold of you if they need more information.
Offer a deal or discount. Follow up at the end of your speech with an offer for a free consultation, discount off a service or product, or some other enticement to get prospects to contact you for more information. You can also follow up a couple weeks after the event with a reminder and offer via mail, email or phone.