own your niche for professional speakers: internet marketing and social media tactics to grow your...
DESCRIPTION
Covering how professional speakers can use internet marketing, social media, and content marketing tactics to build an audience online. This presentation was delivered to the National Speakers Association Northern California chapter in March 2013. Topics include: - Search Engine Optimization (SEO) - Blogging - Content Marketing - Video - Information Products - Community - Corporate Sponsors - Social Media including Twitter, Facebook, LinkedIn, Google+ and PinterestTRANSCRIPT
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
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