Individual Speakers, Authors and Consultants who have cultivated a personal brand and are delivering thought leadership, training, consulting, and information products to government and business audiences will want to be found online when Google and other Search Engines show various elements on a search engine results page (SERP). Prospective clients are increasingly relying on Internet research to identify and evaluate motivational speakers and consultants, particularly during the pandemic and other situations where businesses and individuals are working from home and growing more accustomed to using online services.
Public speakers, authors and consultants offering motivational keynotes and consulting or training services, who are looking for marketing leads for new or returning speaking engagements, will want to be found in here:
- Paid advertisements at the top of the page
- Google Maps of public speakers and consultants, based on your search criteria or location
- Top motivational speaker listings, including reviews, services offered, and contact information
- Organic results listings in the main body of the search results pages
Depending on what you are searching for, and how you phrase your search, Google may also show you one or more of the elements below.
- Featured Snippets and Answer Boxes
- Products and Shopping Results
- News Items
- Videos and Images
These special SERP features, by virtue of their prominent position and appearance, elevate your online presence, enhance your click through rate, and improve your digital marketing and lead generation campaign.
Top motivational speakers, authors and consultants who are wanting to improve where they appear on the results page, and increase the number of visits to their website, can utilize various search engine optimization (SEO) strategies to generate more business leads.
How to Generate Speaking Engagement Leads with Digital Marketing & SEO
Public Speaking and Consulting Website
A public speaking and consulting services website is the foundation of your online lead generation program. It is the hub of your online presence where you have the freedom to control your image, describe your product or service, and personalize your messaging and calls to action. SEO is the process of optimizing a website—as well as all the content on that website—so it will appear in prominent positions in the organic results of search engines.
Google My Business Page
Get a free business listing on Google My Business (GMB) to start building visibility in Google Maps and Google Search in your local community and beyond. Complete all the information that Google asks for, and ask customers or clients for online reviews that can help you stand out among the search results. Star ratings show up in the local listings as well as the organic search results. Make sure that your brand name, address and phone number are cited consistently in all your local directory listings for maximum local SEO results.
Google Ads (Formerly Google AdWords)
94% of consumers research products and services online before buying, and three out of five people use search engines as a go-to shopping resource. There is no longer any doubt that buyers go online to research and purchase products and services. Consultants who have websites and market online can reap the rewards of connecting with prospective clients. How to Make Pay Per Click Advertising Work for Your Business.
Publish informative, non-promotional articles on a regular basis to your website or blog, making sure that your message adds value to your potential customers. Consider creating longer-form content such as articles, blog posts, white papers, book excerpts, videos, testimonials and more. Repurpose your content in different formats and channels, and diversify your content marketing strategy with non-text media such as videos, webinars and slideshows.
Outbound or direct marketing is the strategy of pushing your message onto your audience using techniques like telemarketing, cold calling, trade shows, direct mail, email blasts, print and broadcast media ads. These methods have become less effective in today’s world, as technology allows us to block advertising messages and people are doing more of their own research and listening to recommendations on social media to figure out which products and services they want to buy. Inbound Marketing focuses on getting found by prospects when they are searching for your services, and relies upon sound SEO practices to achieve positive results.
How Authors and Consultants Can Stand Out in the Local Pack
In your directory listings, it is important that you find the right local search categories for your business, although you can choose to establish a national or international brand that covers a much broader service area. Service specialization refers to the type of services offered–motivational speaking, keynote addresses, training, mentoring, consulting and more. Many consultants provide an array of related services, and listing your areas of specializations can help you stand out from the pack and generate leads, particularly if you are prepared to deliver virtual services through online platforms to remote locations.
Whether you’re looking to create a change in teams or individuals, virtual presentations can provide a message-and-media-rich experience for virtual conferences and interactive webinars when organizations are dispersed geographically or working from home. If you’ve mastered the art of reaching mass numbers of participants while facilitating two-way communication in real-time and expanding the potential for on-demand participation, then now is the time to highlight that option in your promotions.
Share your personal story and let clients know who you are: Where did your journey begin? What influenced your choices? What is your key mission? Adding photos of you and the people you serve is a great way to humanize your brand and let your clients get a “behind-the-scenes” look at what your brand is all about.
Entire sectors such as tourism, live performance, in-depth training and on-site conferences are either frozen in time or have fallen entirely away. Some innovators are forging the way to transform crisis into opportunity and move participants to find their strengths and make positive changes in these challenging times. Your expert advice can shave seasons of frustration and false starts off your clients’ journey toward newly defined goals and capabilities.
Let your clients know about your level of experience and expertise in various industry groups, such as manufacturing, construction, real estate, health care, architecture, engineering, professional services, automotive, retail, consumer products, telecommunications and more. Becoming an expert in an area is a growth enhancer for you and your brand. If it’s marketed the right way, it can be very profitable for you and your clients.
Client Satisfaction Results
Attention to personalized service, understanding your clients’ needs, crafting a message and experience that resonates with your clients’ goals, and going above and beyond expectations are factors that lead to good client satisfaction results. Display your client satisfaction ratings, awards, distinctions and testimonials to build trust and help generate new leads. Conduct regular client satisfaction surveys to generate actionable feedback and solicit testimonials that can be included among your marketing materials and website.