Thought leadership is dominating the B2B marketing world. In fact, more than half of marketers surveyed say their top objective is to position their companies as a thought leader in their industry. To leverage this type of influence, marketers tap into the talent, passion and knowledge within their organizations to answer the biggest questions on the minds of their target audiences. A key strategy in thought leadership marketing is public speaking.
Why public speaking?
Speaking to an audience gives organizations and their thought leaders a stage to demonstrate expertise, gain credibility and engage target audiences is a direct and relevant way. The result is the opportunity to develop and nurture relationships in a neutral, non-sales environment. In addition to building brand awareness, this tactic creates an unmatched level of trust that can drive valuable business opportunities. “If done right, speaking can create a visceral reaction to your brilliance,” says Vickie Sullivan, market strategist for thought leaders. “People never forget how they feel in that moment. And that memory is what makes thought leaders top of mind.”
Six steps to getting speaking engagements
Getting speaking engagements can be tough. Here are six ways to book speaking engagements that support your thought leadership marketing initiatives:
- Choose the right speaker. Identifying who is (or has the potential to become) a thought leader for your organization is an essential first step. Look for individuals who want to change the industry for the better, have their eye on the future of the marketplace and don’t shy away from controversy. They are often sought out by their peers for advice and have the unique ability to persuade and influence others.
- Develop relevant topics. Event planners look for compelling topics that are powerful, timely and memorable. Get into the mind of the audience member and think about what they need the most. What keeps them up at night? What trends are changing their marketplace and businesses? Flesh out at least three different topics and create short overviews that describe the content and audience takeaways.
- Create a media kit. Develop a professional speaker’s kit that includes a letter of introduction, overview of speaking topics, list of past engagements, testimonials, bio and professional headshot. If the speaker has demonstrated thought leadership in the form of books, articles, blogs and white papers, include that information. Be sure to include this on the media page of your company’s website.
- Identify opportunities. Association meetings, conferences and conventions are excellent venues for thought leadership speaking engagements. Industry speakers are directly connected with peers and interested potential customers. Reach out to organizations and associations to identify opportunities for speaking. Also consider creating your own speaking opportunities by hosting a seminar, workshop, webinar and inviting local clients and prospective customers.
- Perfect speaking skills. Organizations such as Toastmasters International and the National Speakers Association offer programs and resources for improving public speaking skills. Videotaping and reviewing practice sessions are excellent means to identify weaknesses, strengthen skills and enhance confidence.
- Speak for free. Most notable speakers started out speaking for free to develop the necessary expertise that generates larger and paid engagements. Consider the value of connecting one-on-one with a group of potential customers and the likelihood of walking away with new business. Use smaller events to hone skills, refine topics and build a history of presentations.
For many professionals, the idea of public speaking can make palms sweat and hearts race. But passionate thought leaders relish in the opportunity to connect with peers in a personal and meaningful way. To be effective, speakers should be credible, engaging and knowledgeable about their industries. Above all, remember that speaking engagements are not an opportunity to tell the world why your company is best. They are for sharing value and building the rapport that leads to earned business. To learn more about generating speaking engagements that drive thought leadership, contact Trade Press Services today.