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Posted Date: October 18, 2013

The One-Page Public Speaker Marketing Plan

I initially shared this concept during my “Get Gigs While You Sleep” teleseminar on SpeakerMatch last month. Then I received an e-mail from a reader who asked if I knew of any good marketing plan templates for public speakers. I didn’t. So it feels like the right time to put this in writing. Feel free to copy, borrow, steal, repurpose, chop, and puree. Would love to hear your ideas for improvements, too.

The One-Page Marketing Plan for Public Speakers
(Speaking on the Side edition)

The point of this plan is building a system with minimal up-front time. You’re defining your value and audience, creating a lead-gen strategy, then executing on what you wrote down. Finally, you turn the system on — and leave it on — making adjustments based on the data.

The template plan cuts to the chase and relies on lower-risk digital approaches. Excellent for those part-time speakers among us. It uses a “Mad-Libs” format, so once you fill in the questions for Steps One and Two, you’ll plug your answers right into Steps Three and Four.

Step One: Create a worksheet. Here’s what’s on the worksheet:
A) What do I speak about? (1 sentence)
B) What makes me different and valuable from other speakers? (2-3 bullets tops)
C) Based on A and B, who do I want to hire me to speak? (1 sentence; you can list 3-4 example clients too)
D) What channels are the people in C most active on? (You should know your audience: are they e-mail addicts? Do they congregate on Facebook? Read blogs? List 2 channels where you know you can find them)
E) Who are they influenced by? (4-5 media or social media influencers)

AdWords example

Step Two: Visit Google AdWords and use the Google Keyword Planner to find out what your audience is searching for. You can find it in the “Tools and Analysis” drop-down menu. Type in a few sample search terms, like I did in the example at right.

The Keyword Planner will give you a long list of what people are really searching for. Don’t worry about all the numbers. The important column is “Avg. Monthly Searches.” Write down:

F) What is your audience is searching for? (6-7 of the top-searched monthly keywords)

Step Three: Based on your answers in steps One and Two, start “prepping” your system:

  • Update your website to showcase A and B.
  • Set up a contact/opt-in form on your website.
  • Set up a low cost or free e-mail marketing platform, and connect it to the contact form.
  • Write a one-page PDF about F and have it auto-deliver to people who opt-in. Be sure it reminds them of B.
  • Write several posts and articles and content about F. If you have data from a survey you’ve done (maybe informally at a recent gig), convert it into a shareable infographic using a site like Infogr.am. Or edit some video footage from a recent gig. Whatever the content, relate it to A.
  • Depending on D, set up a speaking profile on those sites and include A and B.
  • Bonus: Connect Google Analytics to your website, so you can track incoming traffic and leads.


Step Four: Now begin “activating” your system:

  • Break the content you created in Step Three into bite-sized pieces. Distribute that content to D on a manageable schedule. This could be on your blog, through Facebook, definitely to your e-mail list. Use your e-mail marketing platform and/or social posting tools like HootSuite to schedule the content.
  • Reach out to E and offer to customize some of this content into guest blogs or articles which link back to your website.
  • Rent a list of people who look like C and create a couple of e-mail offers, where recipients will receive some of your content in exchange for joining your opt-in list or following you on your social channels. Speaking on the Side lists some reputable e-mail list providers for speakers.
  • Run Google AdWords paid search ads targeting F and linking to your website and opt-in form.
  • Every month, look at your dashboards. Find out which keywords, messages, blogs, offer descriptions, downloads, PDFs, e-mail lists, graphics, and channels are driving the most leads.
  • Tweak your system to spend more time/money with the components that are most effective.


Step Five: Respond to inquiries! If you go through the trouble of creating a system, but then freeze up or “forget” when a prospect asks you for information about your speaking practice, you’ll have fallen prey to the Woody Allen principle:  80 percent of life is just showing up. If they fill out your form, you’re very close to landing a gig.


5 thoughts on “The One-Page Public Speaker Marketing Plan

  1. Jennifer

    Thanks for sharing, Jeff. I have attended many ad-hoc and free marketing type workshops, but this is a great, concise way to boil it down to one page. Many workshops give you so much to think about that you get paralyzed!

    Reply
  2. Jeff Post author

    Sean you could totally do free speaking with this plan – as long as you have a monetization strategy for those unpaid gigs. My goal with Speaking on the Side was to change the belief that, by speaking a lot for free, you’ll kind of magically make money somehow. It does happen. I just prefer we get paid directly for all the great value we provide to audiences. Jennifer – exactly! More workshop content doesn’t mean more gigs. It *might* mean more stuff you throw out when you get home. 🙂

    Reply
  3. Karen M. Roth

    Hi Jeff,

    Just a bit of information on myself, I am a disabled housewife who has been mostly a prisoner inside her decrepit body until the light bulb woke me up and I realized that even in my condition I can still use my mind. I have a huge heart to help others succeed where I am not physically able to. In fact, I am in the process of starting my own non profit called “Gentle Whispers of Love” because in my own darkest hours of fighting for my life I did not have the help and compassion that I wish for everyone who is dealing with a traumatic illness to have. So I made the choice to be the change I want to see in the world. All it takes to start a fire is just one tiny spark and one mustard seed sized faith. Plus the act of trial and error until you find what really works for you and your dream.

    Thank you so much for sharing this plan on your blog.
    It’s a huge help and so simple to understand. As you may know from your experience that you do not often need alot of words to get your dream, passion and desires across to your audience….just the right words :o)

    Reply
  4. jeff Post author

    Karen your note got clogged in my filter, and I just fished it out. You are very inspiring!!! One tiny spark and a mustard seed-sized bit of faith will take you a long way for sure. Good luck to you and let me know how you do.

    Reply

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