Is your keynote speaking career everything you thought it would be?
Or do you feel like you’re floundering?
Following this career path can often be a bumpy road of highs and lows.
There’s a lot to do and there’s only one you.
You can alleviate some of the stress and pave a smoother path for yourself and your keynote speaking future when you don’t relegate marketing to the backburner.
If you’ve been relying on traditional sales and marketing methods, it’s time to change up your strategies to reach today’s digital audience.
You’re going to see why it’s time for “out with the old and in with the new” in terms of your marketing efforts.
It’s important to understand why an inbound marketing strategy for motivational speakers (and authors) is crucial to your success.
And this resource will also teach you how to use a scaling keynote speaker business model that will give your career the boost you need to go to the next level.
Let’s dive right in.
Table of Contents
The Traditional Keynote Speaker Model
There’s a formula that keynote speakers have been using since the dinosaurs were around.
Maybe not quite that long, but it’s been the accepted blueprint for awhile.
It looks like this.
The traditional business model
- #1: Deliver speeches
- #2: Host workshops
- #3: Sell books (online, in-store or at events)
These are the conventional drivers of revenue.
Some speakers don’t even have books to sell, which puts them at a disadvantage.
The bottom line is that you need to create one book. Or ten.
Why This Model Doesn’t Work
The problem is that this antiquated method is no longer cutting it.
Here’s why you need a better marketing strategy for your keynote speaker business.
#1- You’re Trading Your Time For Dollars
There is only one you.
And it’s going to stay that way unless cloning becomes a real thing.
It’s time to face the facts.
You can only book so many speaking gigs, and hoping that your book sales will make up the revenue deficit isn’t viable.
#2- Your Cash Flow Is Unpredictable
Like many businesses, speaking is a cyclical creature.
You can’t always predict when you’ll go through a slow season.
It’s out of your control.
If you don’t have a strategy for the times when your speaking engagements lag, you’ll be in financial trouble.
#3- You’re Missing Out On Time With Your People
All work and no play makes Jack a dull boy.
If you’re working on growing your keynote career so much that you’re not spending any time with your family and friends, you’re going to get burned out pretty quickly.
Working smarter, not harder is key.
But let’s not get ahead of ourselves – the “how” is coming soon.
#4- You’re A One-Trick Pony
How would your company fare if you got taken out by a bus on your way to work tomorrow?
When everything hinges on your presence (other than your books, of course), you need a new speaker marketing strategy.
The Solution: Inbound Marketing
Inbound marketing allows you to connect with consumers in a different way.
You can meet them where they’re at.
What Is Inbound Marketing?
It’s a marketing strategy that focuses on attracting leads through internet content that’s created by the company itself or by an outside agency.
But it’s a lot more than just creating great content.
Here are the components of a solid inbound marketing strategy.
- Funnel development
- Sales automation
- Search engine optimization
- Buyer Persona development
- Landing page design
- Email marketing
- Lead management and generation
- Ebook design
- Website design
- Social media management
When you have a social media presence, a killer website with valuable content, and an email list, it’ll be a cakewalk for clients to connect with you – and you’ll see your keynote speaking career take flight.
How Does Inbound Marketing Work?
There are four steps of the inbound methodology.
You can entice the ideal kinds of visitors to your website by publishing valuable, targeted content.
Most people start their buying journey by using an internet search to gather relevant information to inform their purchase.
Providing easy access to this information through search engines will attract potential clients to your website.
When you share the same information on your Facebook, Instagram and other social media accounts, you’ll make a more personal connection.
Use these mediums to encourage more visits to your website.
Another way to attract the kinds of visitors you want is to optimize your website to align with specific buyer personas.
You’re getting visitors to your website. Now what?
It’s time to convert them into leads.
One way to do this is to request their contact information.
In exchange, offer them something of value.
You can almost think of it as a currency.
For a prospect to give you their information willingly, you have to give them something in return.
Use landing pages, calls-to-action and forms to collect contact information.
Compile it into a marketing database that you can use for further lead nurturing.
Lead nurturing is the path to turning leads into customers.
By now, you should have a growing number of leads who are benefitting from the helpful information you’ve given them but aren’t ready to buy yet.
As you continue to share useful content with them, you’re earning their trust.
Use marketing automation software to personalize messages to each potential customer’s specific needs.
Don’t take your existing customers for granted.
Inbound marketing is as much about meeting the needs of your current customers as it is about wooing new ones.
When handled correctly, they should be providing you with recurring sales.
Delight and engage your current customers through email and social media interaction.
You’ll have the opportunity to upsell products and services as you recognize new needs.
It’s also a great way to turn your satisfied customers into your promoters.
The Benefits Of An Inbound Marketing Strategy For Speakers
You need a plan of action that’s effective and uniquely designed for a speaker and author if you want your presence and influence to grow.
Save A Ton Of Time
How does an extra $20K every month sound? From work you create one time?
It’s entirely possible – with a system that’s automated.
Let’s say you’re speaking at a major event with 5,000 people in attendance.
At the end of your presentation, you give your audience an opportunity to join your email list – right then and there via text.
If half of the audience accepts your offer, you’ve just added 2,500 contacts to your list.
Are you thinking that half is a little too ambitious of a number?
Even if you only have 10% respond, that’s still 500 new contacts.
Actually, they’re hot leads.
Think about it: They’re people who have seen you in action and liked you enough that they wanted to be part of your inner circle right away.
So, you have the contacts. Now what?
The next step is to send out a series of emails (workflow) that educates them about a specific topic.
This serves two purposes.
- It positions you as an expert.
- It engages them without having to travel, speak, or talk with them in person.
The last email in the series will give them a special offer, and follow-up on that offer a few times if needed.
For example, you may offer them a webinar for $199.
If 100 of them decide to take you up on the offer, you’ve made $19,900 in revenue in one month from doing only the work it takes to set up the workflows – about 10-20 hours or effort.
At your next speaking gig, you do it all over again.
Make A Profit While You Sooze
Remember those 100 people who signed up for your $199 webinar?
They’re hot leads.
It’s time to take them to the next level.
You’re going to offer them something more valuable and in-depth, like a Mastermind Group.
You can charge them around $999 to participate.
Even if only 20 of the 100 decide to invest, you’ve earned another $20K.
That’s in addition to the $20K you’re making from the webinar.
But don’t forget about the people who didn’t respond to your first offer.
You’re still going to be engaging them with additional emails.
You get to cut back on travel, add more family fun time, and still bring in the revenue.
To have recurring revenue, you have to invest time to create the materials, but you won’t have to hire a huge team to manage it.
It’s also not a great idea to try and go it alone.
An inbound marketing agency can help keynote speakers and authors like you create a plan to help you increase your profits.
Inbound In Action
The beauty of the inbound marketing strategy is how all the components flow together.
For example, are you getting the most out of your social media accounts? Are you consistently posting fresh, valuable blog content on your website?
Once they’re on your site, use forms and pop-ups to convert them as leads. Offer valuable resources, such as free books, that they can get in exchange for their information.
Now you have their information and you can add them to your email list and begin sending them targeted emails.
Maybe they’ll check out a webinar you’ve posted and promoted on social media or email and they’ll decide that they like what they see.
It could all result in you getting hired to be the keynote speaker at their next event.
But, wait. You’re thinking that this would all be great if your day had an extra 24 hours, aren’t you?
You can get the results you want and manage all of these components when you’re partnering with an agency that can come alongside you.
The Flight Media Scalable Keynote Model
Our philosophy for scaling your business is pretty simple but packs a big punch.
Let’s break it down. Keep in mind that inbound marketing strategies are running while we focus on creating a recurring revenue model.
#1- Speeches And Workshops
You’re already familiar with this one.
It’s what you’ve been doing, we don’t have to go too deep here other than to touch on price.
The recommendation is that you charge at least $5,000 per speech – and some of you will have worked your way up to $20-30K.
#2- Sell Books
Selling books serves several purposes for you.
It gives you credibility, helps to grow your brand and expands your customer base.
Are you wondering why “growing your revenue” wasn’t included in that list?
That wasn’t a mistake.
Unless you’re J.K. Rowling, your books won’t be a primary source of revenue.
They’re accelerators. Think of them as the gateway drug to your services.
They get people to pull out their credit cards, become customers and join your email list.
#3- Sell Digital Products
This is the area that we’ll focus on the most because it’s where you can really make some serious revenue.
The scalability and profit growth margins on digital products are off the charts.
There are four types of digital products you can sell.
It’s a fancy word for explaining the process of coaxing your clients to get out their wallet for an inexpensive purchase so that you can move them to higher levels of involvement.
Products like ebooks, recorded webinars, and templates are low-cost offerings that will turn your lead into a customer.
These types of products should cost between $7 and $99.
2. Profit Maximizer
The next “step up” is a product or service like a live training session or a video course.
Profit maximizers will cost between $99 and $999, but the sweet spot is $297.
3. High-Ticket Item
This type will require more time than the others on this list.
Things like masterminds, inner circles and retreats can be offered to your clients for a price that’s $1,000+.
An ongoing relationship with your clients is the ultimate goal.
You can invite them to be a part of an exclusive, private leadership group and charge them $29/month for their membership.
You don’t have to have all of the products and services that you’ll eventually offer before you begin.
Chances are, you probably already have something you could offer to your prospects and clients that’s in the $7 range.
Choose a topic that’s relevant and that you’re an expert in and focus your efforts there, across all products.
For example, if your focus is leadership, the free offers, books you sell, webinars you offer and speaking you do should all center around aspects of leadership.
Once you have an audience of 10,000+ people on any single platform, you can start to leverage paid partnerships.
There are two types of partnerships that you can participate in.
Pay For Performance
In this type of partnership, you’re working with someone else on a project in which you both have a vested interest.
The person you’re working with will get a cut of your profits for each person they get to participate.
A paid sponsorship scenario involves you paying someone to get the word out about your organization and the products and services you’re offering.
This can include email blasts, social media, podcasts, videos and blogs.
You can also add a page to your website about your partnership.
Working With An Inbound Marketing Agency
Your keynote speaking career can be a lot to manage on your own.
Especially if you want to implement an inbound marketing strategy, build a recurring revenue stream and experience growth.
Your audience needs the wisdom you have to share, but you can’t travel all the time and build an inbound strategy without help.
There’s only one you and not enough hours in the day.
You need an inbound marketing agency that knows how to promote keynote speakers and authors like yourself and can implement your unique marketing strategy.
You’ll be working with a team that has decades of combined experience, that consists of dedicated experts managing every part of your marketing strategy – from development and design to copywriting and social media to email marketing and project management.
Get the results you want without breaking a sweat.