Editor’s note: This post was originally published on 6/29/16 and has been updated for accuracy and comprehension.
This is the second blog in a series of articles covering inbound marketing for motivational speakers and authors.
Catch the series here:
If we’re honest, it’s all about the revenue.
Sure, you may love what you do.
But what if that doesn’t pay the bills?
A great speech, product or service alone won’t drive outrageous revenue.
You need great marketing to make your target audience aware of your business and fall in love with what you have to offer.
Using inbound marketing services, you can effectively market your business online – and reach new revenue goals you never thought possible.
What about booking more speaking gigs – and getting paid more for each one?
How much would you love a stream of recurring revenue?
Inbound marketing is the missing link for getting you to where you want to be.
Here’s a brief overview of how inbound marketing works:
Inbound marketing services include four specific actions:
These are the pieces of the puzzle you need to get website visitors to turn into leads. Those leads become customers, who will ultimately promote your business for you on the internet to friends, family and followers.
There are a variety of tools you can use within each of these four phases, and some of them can be employed in several of the phases.
Here’s a look at how the process can work:
Let’s break down how each phase works, taking a closer look at how to attract, convert, close and delight.
Remember, this is the phase where you’re getting the attention of strangers who are interested in your services, products or brand, and you turn them into visitors.
You don’t want just any website visitors. Recognition is nice, but you want people who will actually buy in the future.
This is where you need to know your ideal customer, or in inbound-speak, your buyer persona.
A buyer persona maps out who your customers really are, including their needs, their wants and their problems.
Here’s a quick look at how to build a buyer persona.
You need to have internal conversations with the sales and marketing teams (maybe this is 1 person, or maybe it’s you?!) to ensure everyone is on the same page.
You’ll talk about goals, customer pain points and behaviors.
You can only get a real feel for your customers by speaking with them directly.
Ask them open-ended questions about:
It’s time to compile the data and start writing.
The buyer persona document should include:
With the buyer persona in hand, you can then build out a marketing campaign to address these demographics.
Creating blogs that speak to the buyer persona is one effective way to attract website visitors.
But these prospective customers who need what you have won’t find you if you don’t first create content that’s directed to their problems and shows them a solution.
SEO, website pages and social media are additional tools for attracting visitors and promoting a keynote speaker.
With a deluge of traffic coming to your website, your lead-generating tools will convert visitors to leads.
First, you’ll need to get each visitor’s email address.
In the digital world, contact information IS currency, and you need it to drive revenue.
In exchange for an email address, you’ll provide FREE content that’s of value.
An ebook, white paper or webinar that offers content of value will be enough to entice visitors to give over their “currency.”
That’s why you need optimized forms and landing pages to drive conversion, calls to action that lead visitors to “download” or “attend,” and a system to keep track of leads.
You’re getting one step closer to driving revenue with an inbound marketing strategy at this stage.
With visitors providing their email address, you can close the deal.
Turning leads into customers involves using a CRM to track contacts and deals and ensure you reach out to your prospects at just the right times.
A reporting system lets you assess your efforts and make the right adjustments. Email campaigns let you create different messages for prospects and customers based on their needs, actions, or stage in the buying process.
An automated marketing system puts it all together. We’re huge fans of Hubspot.
Now that you’ve acquired all of these great customers, it’s time to put them to good use, promoting your business across the digital landscape.
You’ll want to continually captivate customers using inbound marketing activities, engaging with them to purchase other products or services, or to upsell them.
You can delight this segment by having them fill out a survey, using smart calls to action (presenting customers with a customized offer based on their buying stage and buyer persona), tailoring content and monitoring social media.
These inbound marketing puzzle pieces are strategic.
They’re designed to work like a well-oiled machine.
Think of it as a marketing Maserati.
It may take time to build properly and cost a bit more, but once you get behind the wheel and feel the hum of the engine beneath you, you’ll be able to take the car out on the Autobahn – instead of being stuck on slow country roads with little traffic or rest stops.
So what does your business need?
An old pickup truck suitable for dirt roads?
Or a Maserati?
It’s important that you know how to promote your keynote speaking business to drive revenue.
The pillars of inbound marketing – attract, convert, close, delight – are the key to a successful career and a thriving business.
Which aspect of implementing an inbound marketing strategy for your keynote speaking career the hardest to achieve?