Own Your Niche for Professional Speakers: Internet Marketing and Social Media Tactics to Grow Your Audience

Own Your Niche on the Internet and Beyond

Simple Strategies for SPEAKERS to Increase Website Traffic and Build Buzz Online

Stephanie Chandler

What Do You Want to Be Known For?

1. Define Your Target Audience

2. Identify Their Wants/Needs

3. Establish Your Authority

4. Become a Resource

5. Choose Your Business Model

GOAL = SERVE

Get Ready to Step on to the Virtual Stage

Small Biz Thoughts.comSpeaker/Consultant for IT Business Owners

Melinda EmersonSmall Biz Lady

Patrick SchwerdtfegerSocial Media Victories

Jim HoranThe One Page Business Plan

Guy KawasakiBusiness, Internet, Publishing

Speaker Site vs. Industry SiteOutside of the Speaker Box

17 Billion Searches Per Month:

= 66.4%

Microsoft Sites (Bing, MSN) = 15.9%Yahoo = 12.8%

Ask = 3.2%AOL = 1.7%

How the Search Engines WorkAnd Why it Matters

Source: Comscore.com, August 2012

Keywords for Speakers

• Type of speaker (motivational, keynote…)

• Industry (auto, dental…)• Audience (women, kids)• Location (city, state, country)• Skills (trainer, consultant)

How to Get Found

Search Engine Optimization (SEO)

Keywords/Key Phrases• Page Title• Description• Header• Repeated on Page• Page URL• Images

Increase Your Chances of Getting Found

SEO Best Practices

• Keyword Concentration• Relevant Incoming Links• Anchored Links• Minimal Use of Flash• Frequent Updates• Content is King

Small Changes Make a Big Difference

The Power of Blogging

• Great SEO• Build Your

Audience• Media Potential• Content from

Customers, Peers, Employees

Your Secret Weapon

The Big Secret: Content

• Articles/Blog Posts• Product Reviews• Industry News• How-to Tips• Case Studies• Interviews with Executives• Editorial Commentary• Enlist Peers, Clients, Employees

*Your Site and Industry Sites

Showcase Your Expertise

Podcasts, Teleseminars, Webinars

• Single events, series or conferences

• Be a guest on other people’s programs

• Host your own• Promote via social

media• Archive on your site• Distribute via iTunes

Expand Your Reach

Video

• Generate traffic• Attract target

audience• Establish expertise• Add interest to your

website• Inexpensive to

produce

Potential to Go Viral

Information Products

• Books

• Ebooks

• Special Reports

• Whitepapers

• Tips Sheets

• Workbooks

• Training Programs

Give Away or Sell for Profit

Books!

• Instant Authority

• Increase Credibility

• Raise Your Rates

• Open Doors

• Back of the Room

• Send to Contacts

• Attract Media

The Ultimate Information Product

Grow Your Audience

• Community is vital• Find your target audience• Figure out where they spend their

time• Engage in existing communities• Start your own

– Meetup.com– LinkedIn Groups– Ning– Yahoo Groups

Tap into the Power of Community

Email Marketing

• Permission to market!• Build your list• Give incentive• Options:

– Constant Contact– iContact– Mail Chimp– Aweber

It’s Not Dead!

Corporate Sponsors

• Speaking• Spokesperson• Blogging• Site Ads• Give-Aways• Webinars• Twitter Chats• Event Sponsorship• Books in Bulk

They Need You

Social MediaIt’s Evolving, But Not Going Away

Reprinted with permission by The Center for Marketing Research at the University of Massachusetts Dartmouth

Social Media

• Build brand awareness• Engage past clients• Attract new clients and

readers• Immediate impact• Create community• Viral marketing

Why it Matters

Facebook Strategy

• Build a Business Page• Share Blog Content, Tips,

Articles, Links, Videos, Photos• Ask Questions• Participate Daily• Cross-Promote on Your Site,

E-mail Marketing, Ads, etc.• Promoted Posts and Ads

Engage Your Audience

LinkedIn Strategy

• Add Keywords• Import Contacts• Find Groups• Get Introduced• Ask for Endorsements• Locate Key Contacts• Invest in LinkedIn Mail

Find Professional Connections

Pinterest Strategy

• Pin Your Blog Posts• Pin Blog Posts by

Others• Share Resources• Be Interesting• Always Remember Your

Target Audience

Visual Network

Google+ Strategy

• Share Blog Posts, Interesting Content

• Use the +1 Button• Add People to Your

Circles • Interact With Others

Link Juice Here

Twitter Strategy

• Follow Those You Want Following You

• Share Links to Blog Posts, Resources, Industry News

• Retweet Often• Post Often: 5+ Times Per Day• Repeat Your Tweets

Microblogging in 140 Characters or Less

Steps to Success

• Define Your Target Audience

• Leverage Community• Become a Resource• Optimize Your Site• Blog Often• Add Content: Videos,

Podcasts, Webinars • Distribute Information:

Ebooks, Books, Reports• Join Social Media

Commit a Little Time Each Day

Questions?www.AuthorityPublishing.com

www.BusinessInfoGuide.com

www.StephanieChandler.com

Twitter: @bizauthor

877-800-1097

Thank YOUI Appreciate Your Time!