In the “olden” days of marketing, things weren’t so difficult.
All you had to do was send out some mail and make phone calls.
Today, a marketing strategy for keynote speakers is much more.
Why IS marketing so hard?
Hint: Your business hasn’t changed.
People have changed.
They don’t have the same response to direct mail, and they don’t want to turn off Netflix to answer your sales call.
Today’s consumers do their own research before they make a purchasing decision.
And this is true for the $10 ebook purchase as well as for the speaker they hire for their next big event.
How does this affect you, your keynote speaker career and your goals?
You need a gap-filler: inbound marketing.
The salesperson used to be king.
Consumers had to go through a salesperson to get information about a product or service.
Those days are gone.
Now, MARKETING is the guiding force behind the sales process.
Consumers get online and check out your website. They work their way through the awareness and consideration stages. If they aren’t captivated by what’s there, it’s a big, fat SEE YA! – and they’re onto the next website.
Only at the very end of the sales funnel are they ready to talk with a salesperson.
Communication before this stage is usually limited to social media, email or text.
So, why is marketing so hard? Because your marketing has to make up about 75% of the buyer’s journey through the sales funnel. These are the jobs that salespeople used to take care of.
In today’s world, sales comes into the picture for the final 25%, answering specific buyer questions and carrying the process over the finish line.
If you don’t compensate for the changes in consumer behavior, your speaking career will grow stagnant.
Things would be easier if people made decisions based on facts.
Instead, they often rely on emotions.
This is another reason that marketing is so hard.
You have to market yourself, your products and services in a way that appeals to fickle, fluctuating feelings. Consumers want to feel safe and your message has to reassure them.
The reliance on emotions is why you should never pressure prospects. It’ll turn them off in a heartbeat.
Inbound marketing is such a solid strategy for keynote speakers because it appeals to buyers’ sensibilities.
It provides a no-pressure environment where consumers have the ability to make their own choices about what to read and where to comparison shop.
Eventually, they’ll start to gain confidence in you and recognize that you’re a safe bet. This trust is super-important.
An emotional connection has the power to close more deals than any high-pressure sales tactic ever could.
Your marketing efforts shouldn’t be centered around “buying ads.” That’s a cost.
Instead, you’re making an investment in long-term results and success, the cornerstones of inbound marketing.
Purchasing the technologies you need to sustain your business is an investment that will help you to meet your goals.
Free up your time to focus on your speaking engagements, create digital products and develop the strategies that get results with automation tools, reporting software and a CRM.
Here are some of the ways you can streamline your efforts.
Always be open to those great ideas that pop up in the midst of doing another task.
You’re trying to delight your client, right?
Get behind one or two awesome ideas, focus your resources, build momentum and you’re on the way to doing just that.
One of the reasons marketing is so hard is that you’re using up your energy is less effective ways.
You can put some time in on the front-end and save effort in the long run.
Templates are the name of the game and you can build them for each and every one of your marketing and sales processes. Do this and you’ll rarely – if ever – have to start from scratch.
They also help you to keep your resources focused on tasks that are moving you toward your goals.
The bonus is that you can also sell these templates to bring in a little more revenue.
All. The. Things.
Automating everything that can be automated will save you BIG on time, effort and money.
Take workflows, for example. They can be personalized based on the information you’ve collected about your prospects’ interests and behaviors.
Even the best software can’t fix a flawed process. But, technology has great value when it’s used to take the place of well-established, repeating procedures.
There’s no sense in creating content and only using it once.
Repackage your hard work into another area.
For example, break a blog up into a series or another sales tool.
You’ll be surprised how much time this saves you – and you already know that time is money.
Why is marketing so hard?
Consumers have changed. It’s no longer all about a salesperson talking a customer through a sales process.
This shift requires you to make changes in order to reach your goals.
Having the impact you desire means you have to keep up with the way your audience is thinking and the way they make decisions.
Go all-in with an inbound marketing strategy and use tools to streamline your processes.
It’s the surest way to increase your revenue, grow your influence and have the speaking career you envision.
In what ways do you see an inbound marketing strategy making your life easier and helping you reach your goals?