Speaker Marketing from the
Marketing Speaker
Al Lautenslager
al@allautenslager.com
NSA - Wisconsin
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Guerrilla Marketing
Social Media Integration
Target, Message, Vehicle, Frequency
Leverage
Other Speaker Marketing
Your Plan / Your Questions
/Group Input
Do you have all the speaking engagements you
want?
Do you have a blank check book to spend on
marketing?
Does everyone that could hire you to speak,
know about you?
Theory of Guerrilla Marketing
The primary investments of a Guerrilla Marketer
should be Time, Energy and Imagination.
Since Guerrilla’s do not have big bucks to invest, the
marketing arsenal must work harder and smarter!
Guerrilla Marketing Mindset
The Question to Focus On:
• “How am I building awareness with my
prospects and clients through all of our
marketing?”
What is your Marketing Habit?
• 3-5 things a day
• Put Marketing on your to-do list
Goals/Purpose of Marketing
What specific activity do you want
customers and prospects to take?
Specific Customer Activity
• Send in for information
• Call your toll free 800 number
• Visit your website; Google You
• Enter a contest
• Visit with you
• View a video clip
Target Market
The Ultimate Targeting Exercise
• If you could magically
define the “ideal client,”
what would they look like?
Your Best Prospect
….is a current customer
Second best is a past customer
Positioning
David Ogilvy:
“Marketing results depend less on how
advertising is written than on how the product
or service is positioned.”
Positioning Examples
• Southwest Airlines
• 7-Up
• United Airlines
• Fed-Ex
• Crest Toothpaste
Simple Positioning…
• We are now known as…
A Revenue Exploding Guerrilla Marketing
Positioning Example
• An appliance business that can provide the
most affordable kitchen appliances to cost
conscious buyers.
You Are an Expert!
Day 8 –
Competitive Advantages/Benefits
Prospects Don’t Care About You
They want to know, “What’s in it for
me? How will you benefit me?”
Features vs. Benefits
What are you really selling?
What will your audiences receive
Your competitive advantage is the
benefit you offer that your
competition does not
Dig Deep for Benefits
Marketing Hooks
More Good hook examples
• Special Report:
– 7 Mistakes People Make When
Choosing A _______________Supplier
– Before You Purchase __________________ You
Should Read this Report
– This is what our competition won’t tell
you about ____________________
– 12 ways to Get Twice as Much Value at Half the
Cost
What about Free Consultations
• GM 3rd
• Savvy consumers
Placement of Marketing Hooks
• On or offline
• Brochures or other marketing
communication material
• Videos
• Packaging materials
• Bounce back offers
PR
PR
“All publicity is good publicity except in an
obituary”
-Brendan Behan
Wear two pair of shoes
• Editor’s
• Reader’s
PR is not Promotion!
Master Card
Expert Available to Comment on….
What’s In The News?
• Interest Rates – Mortgage Broker, Real Estate,
Financial Advisor
• Prisoner Sentences – Social Workers
• Business Culture – Strategies, Change, Rebranding
• Running and Sporting Events – Chiropractors,
Physical Therapists
Wrap Up/Conclusion/Action
• Launch what is comfortable
• Get help if you need it
• Do something…in 30 Days
Does Guerrilla
Marketing Really
Work?
II. Social Media
Integration with Other Marketing
What is Social Media Marketing?
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Community
Relationships
Two Conversation including Listening
Sharing of Information / Content
Sharing of Knowledge
and Expertise
----------------------------------------------• Use of Technology
• Use of Online Tools
• Integrated into all of Marketing
Social Media Marketing Objectives
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Influence
Engage
Awareness
Credibility
Branding
Recognized Expert
Make Friends
Relationships
Social Media Marketing Outcomes
• Improved Awareness
• Open communication
• Reach new markets; new
channels
• Advocacy/Cause
• Market Adaptation
• Collaboration
• Social / Fun
• Further Relationships
Listen, Learn, Share, Participate,
Engage
Listen, Listen, Listen
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Google Search
Google Alert
Yahoo Alert
Search Engines
Twitter Search
Facebook Search
Technorati
Samepoint.com
Yacktrack.com
Participate
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Active not Passive
Comments on Blogs
Twitter
Be part of a Community
Social Networking
Contribution for Positioning
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Articles
Create and Submit Content
Blog Posts
Expertise sharing
Ask for reviews
Tips
Social Media Marketing Tools
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Video Sharing – You Tube
Photo Sharing – Flickr
Blogs – website, the cornerstone
Micro Blogs - Twitter
Social Networking – Facebook, LinkedIn
Social Bookmarking – Digg, Del.icio.us
Other – literally thousands of other places
Choose Your Platforms
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Where is your Target Market participating
Where is conversation taking place?
Monitor
Prioritize
Social Media Foundation
• Identity – your profile and positioning
• Sharing – two way, information
• Technology – Web 2.0, networks and
communities
• Media - You are your own
media company
Why Use Facebook
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Increase your network
Generate leads
Build relationships and trust
Branding and TOMA
Monitor Competitors
Drive Traffic to Blogs and Websites
SEO
Why Use Facebook
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Awareness
Share Information
Ask Questions
Create Community
Customer Service
Announcements
To Sell (be careful)
Ways to Use Facebook for Business
• Integrate feeds from your blog and other social
media accounts
• Create target lists
• Reinforce your brand
• Obtain a vanity URL
• Add your Facebook identity to email signatures
• Add your Facebook identity to all offline
marketing
Ways to Use Facebook for Business
• Post business updates on your wall
(see previous examples)
• Share useful articles and links to presentations
and other resources
• Research prospects before meeting them
Using Fan Pages
• Start a fan page for product, book, speaking
offering, brand or business
• Add basic information including links to
website, newsletter subscription information
and archives, video clips
• Post upcoming events
• Update your fan page regularly
• Ask questions; surveys
Typical Facebook for Speaker
Positioning
Typical Facebook for Speaker
Positioning
Typical Facebook for Speaker
Positioning
Typical Facebook for Speaker
Positioning
Typical Facebook for Speaker
Positioning
Facebook Fan Page
Facebook Fan Page
Facebook Fan Page
– Answers (and asking questions)
– Joining groups
– Adding your clients and audience members to
engage them after the speech
– Connecting to Tripit and Slideshare at a minimum
to link trips and ppt's to your profile
– Put the LinkedIn URL on your business card and in
your email sigs
Your LinkedIn Success Plan
• Integrate social media with your other
marketing
• Define and find your target
• Match with your business goals
• Resource planning: How much time, who, $
LinkedIn
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Increases your professional online presence
Brands your company/yourself
Markets your products and services
Find prospects, new customers & power
partners
• Builds community
• Creates conversation
• Your profile is another piece of online
marketing, not a resume
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Ways to Use LinkedIn
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Answer questions to position you as an expert
Fundraising
Share blog content
Monitor competition
Have conversations
Ways to Use LinkedIn
• Bump up your Google juice
– Allow search engines to index your LinkedIn profile
• Create a public profile and select “full view”
– If you’re not a blogger, or do not have a Web site, use your
customized LinkedIn URL when you comment on blogs or
online articles
Ways to Use LinkedIn
• Create a group or join a group, to foster
discussion and connections
– Share articles
– Review the groups connections as a way to
discover your total social network
Ways to Use LinkedIn
• Groups:
Ways to Use LinkedIn
• Groups:
Finally: make LinkedIn a daily habit
• Look for new postings on your groups
• See new connections with your network
• Continually tweak your profile and add new
presentations
• To update your status with noteworthy
activities, meetings, or speeches
• Get recommendations here
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Twitter
Twitter has lots of business purposes
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Instant Market Research
Customer acquisition
Focus groups on the cheap
Problem resolution
Soapbox
Announcements
Sharing/Positioning
How Can I Use Twitter?
•To listen; customers, prospects and the media are
talking about you right now, openly and honestly, good
or bad
•To monitor and learn about competition and your
industry or profession
How Can I Use Twitter?
•To communicate but not sell directly
•To create awareness
•To start and build relationships on or offline
– Finding Anything
www.search.twitter.com
Key Twitter To-dos
• Follow the right people in your industry
• Don’t get too caught up in tweeting your
every movement
• Look at what businesses are doing with it
• Use it to start conversations with people you
want to get to know
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What to Tweet?
• When and where you are speaking
• What you have read that you want to share
with others
• Something you post on your blog
• A link to a Web site that you find interesting
• Something related to your expertise consistently
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Typical Tweets for Speaker Positioning
It is about conversations
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Speaking isn’t a one-time event
Attract Twitter followers before your speech
Get to know your audience’s interests
Write/speak once, publish many times (blog,
Twitter, Email, YouTube)
• Set up a Web site for each speech
Plan it then Do It
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Prioritize
Be consistent and disciplined
Be transparent
Offer value
Think – “Positioning”
Engage
It’s not a hobby
III. Direct Marketing Consideration
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Target
Message
Vehicle
Frequency
Target
• Columbia Directory of Associations
• State Associations
– Insurance
– Credit Unions
– Chambers of Commerce
– SBDC
• Referrals
Message
• What Benefits Audiences Receive from You
• Why You?
• Testimonials/References
– Books
– Meeting Planners
– Media
• Video ????
Marketing Vehicle
• Constant Contact
– Offer Info; don’t just pitch
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Email Marketing
Referral Letters
Phone Calls
Media / Books
Postcards
Frequency
• Top of Mind
• See Marketing Plan
IV. Leverage
Leverage
• Books
– Brand Association
– $20 Brochure
• PR
– Tie yourself to news
• Free Speaking
– San Diego Chamber
– The Apprentice
• Referrals
V. Other Speaker Marketing
Other Marketing
• Search Engine Marketing and Searches
• Social Media Searching (Twitter, et.al.)
• Put in what you want
– Marketing expo
– Speaker wanted; marketing speaker wanted
– Call for speakers
– Keynote speaker wanted
Search Engine Marketing
“annual conference las vegas”
TweetDeck Column Research / Monitoring
Twitter Search
“recommend a speaker”
Other Marketing
• Email Signature
– Weebly
– http://allautenslager.weebly.com
• Google Alerts/Yahoo Alerts/Twilert
• Other Speakers
– Their clients and appearance lists
– Follow on social media
– Google alerts for them
VI. Your Plan / Implementation
Your Marketing Plan
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Mindset
Goals of your Marketing
Positioning
Benefits
Target
Message
Marketing Vehicles
Frequency/Plan/Calendar
One Way Mind vs. Two Way Mind
Happy Marketing!
al@allautenslager.com
www.marketforprofits.com
www.certifiedsocialmedia.com
630-740-1397