Digital Marketing for Financial Services Summit - 2014 speaker ebook
Speaker Marketing from the Marketing Speaker Al Lautenslager [email protected].
-
Upload
morgan-holland -
Category
Documents
-
view
220 -
download
0
Transcript of Speaker Marketing from the Marketing Speaker Al Lautenslager [email protected].
![Page 2: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/2.jpg)
![Page 3: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/3.jpg)
NSA - Wisconsin
I. Guerrilla MarketingII. Social Media IntegrationIII. Target, Message, Vehicle, FrequencyIV. LeverageV. Other Speaker MarketingVI. Your Plan / Your Questions
/Group Input
![Page 4: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/4.jpg)
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?
![Page 5: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/5.jpg)
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!
Theory of Guerrilla Marketing
![Page 6: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/6.jpg)
![Page 7: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/7.jpg)
![Page 8: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/8.jpg)
![Page 9: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/9.jpg)
![Page 11: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/11.jpg)
![Page 12: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/12.jpg)
![Page 13: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/13.jpg)
![Page 14: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/14.jpg)
![Page 15: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/15.jpg)
![Page 16: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/16.jpg)
![Page 17: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/17.jpg)
![Page 18: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/18.jpg)
![Page 19: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/19.jpg)
![Page 20: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/20.jpg)
![Page 21: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/21.jpg)
Guerrilla Marketing Mindset
![Page 22: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/22.jpg)
The Question to Focus On:
• “How am I building awareness with my prospects and clients through all of our marketing?”
![Page 23: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/23.jpg)
What is your Marketing Habit?
• 3-5 things a day
• Put Marketing on your to-do list
![Page 24: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/24.jpg)
Goals/Purpose of Marketing
![Page 25: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/25.jpg)
What specific activity do you want customers and prospects to take?
![Page 26: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/26.jpg)
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
![Page 27: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/27.jpg)
Target Market
![Page 28: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/28.jpg)
The Ultimate Targeting Exercise
• If you could magically define the “ideal client,” what would they look like?
![Page 29: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/29.jpg)
Your Best Prospect
….is a current customer
Second best is a past customer
![Page 30: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/30.jpg)
Positioning
![Page 31: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/31.jpg)
David Ogilvy:
“Marketing results depend less on how advertising is written than on how the product or service is positioned.”
![Page 32: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/32.jpg)
Positioning Examples
• Southwest Airlines
• 7-Up
• United Airlines
• Fed-Ex
• Crest Toothpaste
![Page 33: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/33.jpg)
Simple Positioning…
• We are now known as…
![Page 34: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/34.jpg)
A Revenue Exploding Guerrilla Marketing Positioning Example
• An appliance business that can provide the most affordable kitchen appliances to cost conscious buyers.
![Page 35: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/35.jpg)
You Are an Expert!
![Page 36: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/36.jpg)
Day 8 – Competitive Advantages/Benefits
![Page 37: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/37.jpg)
Prospects Don’t Care About You
They want to know, “What’s in it for me? How will you benefit me?”
![Page 38: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/38.jpg)
Features vs. Benefits
![Page 39: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/39.jpg)
What are you really selling?
![Page 40: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/40.jpg)
What will your audiences receive
![Page 41: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/41.jpg)
Your competitive advantage is the benefit you offer that your competition does not
![Page 42: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/42.jpg)
![Page 43: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/43.jpg)
Dig Deep for Benefits
![Page 44: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/44.jpg)
Marketing Hooks
![Page 45: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/45.jpg)
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
![Page 46: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/46.jpg)
What about Free Consultations
• GM 3rd
• Savvy consumers
![Page 47: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/47.jpg)
Placement of Marketing Hooks
• On or offline• Brochures or other marketing
communication material• Videos• Packaging materials• Bounce back offers
![Page 48: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/48.jpg)
PR
![Page 49: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/49.jpg)
PR
“All publicity is good publicity except in an obituary”
-Brendan Behan
![Page 50: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/50.jpg)
Wear two pair of shoes
• Editor’s
• Reader’s
![Page 52: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/52.jpg)
![Page 53: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/53.jpg)
Expert Available to Comment on….
![Page 54: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/54.jpg)
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
![Page 55: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/55.jpg)
Wrap Up/Conclusion/Action
• Launch what is comfortable
• Get help if you need it
• Do something…in 30 Days
![Page 56: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/56.jpg)
Does Guerrilla Marketing
Really Work?
![Page 57: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/57.jpg)
II. Social Media
Integration with Other Marketing
![Page 58: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/58.jpg)
What is Social Media Marketing?
• 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
![Page 59: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/59.jpg)
![Page 60: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/60.jpg)
Social Media Marketing Objectives
• Influence• Engage• Awareness• Credibility• Branding• Recognized Expert• Make Friends• Relationships
![Page 61: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/61.jpg)
![Page 62: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/62.jpg)
Social Media Marketing Outcomes
• Improved Awareness• Open communication• Reach new markets; new
channels• Advocacy/Cause• Market Adaptation• Collaboration• Social / Fun • Further Relationships
![Page 63: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/63.jpg)
![Page 64: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/64.jpg)
Listen, Learn, Share, Participate, Engage
![Page 65: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/65.jpg)
Listen, Listen, Listen
• Google Search• Google Alert• Yahoo Alert• Search Engines• Twitter Search• Facebook Search• Technorati• Samepoint.com• Yacktrack.com
![Page 66: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/66.jpg)
Participate• Active not Passive• Comments on Blogs• Twitter• Be part of a Community• Social Networking
![Page 67: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/67.jpg)
Contribution for Positioning
• Articles• Create and Submit Content• Blog Posts• Expertise sharing• Ask for reviews• Tips
![Page 68: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/68.jpg)
Social Media Marketing Tools
• 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
![Page 69: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/69.jpg)
Choose Your Platforms
• Where is your Target Market participating• Where is conversation taking place?• Monitor• Prioritize
![Page 70: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/70.jpg)
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
![Page 71: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/71.jpg)
Why Use Facebook
• Increase your network• Generate leads• Build relationships and trust• Branding and TOMA• Monitor Competitors• Drive Traffic to Blogs and Websites• SEO
![Page 72: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/72.jpg)
Why Use Facebook
• Awareness• Share Information• Ask Questions• Create Community• Customer Service• Announcements• To Sell (be careful)
![Page 73: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/73.jpg)
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
![Page 74: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/74.jpg)
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
![Page 75: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/75.jpg)
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
![Page 76: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/76.jpg)
Typical Facebook for Speaker Positioning
![Page 77: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/77.jpg)
Typical Facebook for Speaker Positioning
![Page 78: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/78.jpg)
Typical Facebook for Speaker Positioning
![Page 79: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/79.jpg)
Typical Facebook for Speaker Positioning
![Page 80: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/80.jpg)
Typical Facebook for Speaker Positioning
![Page 81: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/81.jpg)
Facebook Fan Page
![Page 82: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/82.jpg)
Facebook Fan Page
![Page 83: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/83.jpg)
Facebook Fan Page
![Page 84: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/84.jpg)
– 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
![Page 85: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/85.jpg)
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, $
![Page 86: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/86.jpg)
• 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
86
![Page 87: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/87.jpg)
Ways to Use LinkedIn
• Answer questions to position you as an expert• Fundraising• Share blog content• Monitor competition• Have conversations
![Page 88: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/88.jpg)
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
![Page 89: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/89.jpg)
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
![Page 90: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/90.jpg)
Ways to Use LinkedIn
• Groups:
![Page 91: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/91.jpg)
Ways to Use LinkedIn
• Groups:
![Page 92: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/92.jpg)
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
92
![Page 93: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/93.jpg)
![Page 94: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/94.jpg)
94
Twitter has lots of business purposes
• Instant Market Research• Customer acquisition• Focus groups on the cheap• Problem resolution• Soapbox• Announcements• Sharing/Positioning
![Page 95: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/95.jpg)
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
![Page 96: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/96.jpg)
How Can I Use Twitter?
•To communicate but not sell directly
•To create awareness
•To start and build relationships on or offline
![Page 98: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/98.jpg)
98
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
![Page 99: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/99.jpg)
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
99
![Page 100: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/100.jpg)
Typical Tweets for Speaker Positioning
![Page 101: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/101.jpg)
It is about conversations
• 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
![Page 102: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/102.jpg)
Plan it then Do It
• Prioritize• Be consistent and disciplined• Be transparent• Offer value• Think – “Positioning”• Engage• It’s not a hobby
![Page 103: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/103.jpg)
III. Direct Marketing Consideration
• Target• Message• Vehicle• Frequency
![Page 104: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/104.jpg)
Target
• Columbia Directory of Associations
• State Associations– Insurance– Credit Unions– Chambers of Commerce– SBDC
• Referrals
![Page 105: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/105.jpg)
Message
• What Benefits Audiences Receive from You• Why You?• Testimonials/References– Books– Meeting Planners– Media
• Video ????
![Page 106: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/106.jpg)
Marketing Vehicle
• Constant Contact– Offer Info; don’t just pitch
• Email Marketing• Referral Letters• Phone Calls• Media / Books• Postcards
![Page 107: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/107.jpg)
Frequency
• Top of Mind• See Marketing Plan
![Page 108: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/108.jpg)
IV. Leverage
![Page 109: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/109.jpg)
Leverage
• Books– Brand Association – $20 Brochure
• PR– Tie yourself to news
• Free Speaking– San Diego Chamber– The Apprentice
• Referrals
![Page 110: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/110.jpg)
V. Other Speaker Marketing
![Page 111: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/111.jpg)
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
![Page 112: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/112.jpg)
Search Engine Marketing“annual conference las vegas”
![Page 113: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/113.jpg)
TweetDeck Column Research / Monitoring
![Page 114: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/114.jpg)
Twitter Search “recommend a speaker”
![Page 115: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/115.jpg)
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
![Page 116: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/116.jpg)
VI. Your Plan / Implementation
![Page 117: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/117.jpg)
Your Marketing Plan
• Mindset• Goals of your Marketing• Positioning• Benefits • Target• Message• Marketing Vehicles• Frequency/Plan/Calendar
![Page 118: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/118.jpg)
One Way Mind vs. Two Way Mind
![Page 119: Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com.](https://reader036.fdocuments.us/reader036/viewer/2022070413/5697bfd51a28abf838cad578/html5/thumbnails/119.jpg)
Happy Marketing!
www.marketforprofits.com
www.certifiedsocialmedia.com
630-740-1397