How Can I Improve Our Marketing
Marketing a Public Speakers Business
Trying to market a public speakers business? It's a crowded marketplace, but with dedication and persistence, great marketing can help your business outperform larger competitors.
For every public speakers business success story, there are a dozen other public speakers businesses struggling to survive.
Customer loyalty isn't what it used to be. Cash is king in today's marketplace, so your marketing plan needs to focus on value messages.
Expand Your Advertising Options
Take a look around the industry. Chances are, you'll see companies using a vast array of advertising vehicles to communicate brand messages. But for public speakers businesses, it is mission critical to identify the advertising vehicles that are most likely to meet the specific marketing goals your business is facing right now. These days, public speakers businesses get solid marketing results from online channels capable of streaming high value content to a large, yet targeted customer base. To learn best practices of online advertising, learn from pure-play online businesses, as the principles they use for promoting an online business are very relevant to promoting any business online.
Public Relations Strategies
The beauty of PR is that it can raise awareness of your offerings in a very credible and cost-effective fashion. If you want to send unrestricted marketing messages to your audience, buy a mailing list and perform a direct mail campaign. But if your strategy calls for sophistication, media buy-in and thought leadership, hire a PR consultant. Since PR leverages media outlets, it may cost nothing to acquire media placements that feature interesting storylines about your products and brand. The trick is learning how to pitch storylines to media professionals without sounding too promotional or sales-oriented.
Viral Marketing
Will Rogers said, "You can lead a horse to water, but you can't make him drink. However, you can put salt in his food." That's kind of how viral marketing works. By including viral elements in a campaign for a public speakers business, you ultimately have to cross your fingers and hope for the best. Although you have little control over whether or not your products go viral, there are things you can do to nurture your brand's viral capacity. Social media and other online vehicles can seed a viral marketing campaign, but you'll need to nurture their development through direct customer interaction as well as other techniques.
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