How To Gain More From A Speaking Opportunity

1. Study The Audience Before Arriving
2. Consider A Case Study Or Audience Example
3. Prepare A Feedback Questionnaire In Advance
4. Ask For Referrals To Other Events
5. Hire A Videographer And Photographer

President of 11outof11| Angela Pointon

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When you’re blessed with the opportunity to speak in front of a room of prospective customers, it’s truly a gift. Unlike most other marketing activities, speaking is a wonderful way to gain exposure and almost ensure you’ll walk away from it with leads and opportunities for your business.

So when you do obtain your next speaking opportunity, how do you get the most out of it? Follow these tips.

Study The Audience Before Arriving
Most speakers have a “canned” presentation that can be used over and over again. Sure you might ​

think about updating a slide or two here and there, but have you truly studied the audience of your next talk before you attend?

1. Ask the event coordinator for a list of registered attendees. Look at the names, titles and companies of those in attendance. If the event coordinator is not comfortable sharing attendee data, just ask for titles and companies.
2. Learn the various roles that will be in the audience. Picture them listening to your talk and tailor your presentation accordingly. Additionally, note any companies or individuals you’d like to meet. Hang around after your talk for the opportunity to connect with them.
3. If you admire one of the companies in attendance as it relates to the topic of your talk, mention that “xyz company” does a great job at this already and that you know they’re at the event. This demonstrates to everyone how well-prepared you are for the event. More on this, next.

 Consider A Case Study Or Audience Example
For a fun, interactive talk, consider including a case study from a past client and have that client co-present with you. Looking for an even more dynamic talk? Invite an audience member up to the stage to participate in a part of your talk.

1. Consider what might make a good example or case study to discuss. Is there a client that would be willing to be part of your talk?
2. Is there a company on the audience list that already does a good job at the topic of your talk? A case example doesn’t always have to be a client -- a company in attendance might make a great example! If so, reach out to them and explain you’ll be talking at an upcoming event they’re attending. Ask if it would be okay to either mention them or call them up to inform all of the audience members of something they’re doing well. Getting permission in advance is key. You don’t want to blindside an audience member who is not expecting to be part of your talk.

  
Prepare A Feedback Questionnaire In Advance
At the end of your talk, you’re going to be wondering how well you did. You’ll also wish you had a way to connect with everyone in the audience. Creating a questionnaire in advance of your talk helps you achieve both objectives.

1. Come up with a quick 1-3 question survey and ask people to complete it toward the end of your talk.
2. At the bottom of the survey, ask if they’d like to have a discussion with you. If so, be sure to leave room for them to enter their name, company name and email address on the survey.
3. Also be sure to ask them if they’d like free news and updates from your organization. This gives you permission to add them to your company’s email marketing list.

Ask For Referrals To Other Events
​Be sure to ask the event coordinator that booked you if they can make other introductions once your talk is over. You might want to consider including that as part of your contract/agreement, especially if you’re speaking for free or at a discount.

Keep a long-term perspective here and don’t get frustrated if they don’t refer you right away. Many of the referrals I get come months and often years later.

For example, yesterday I got a booking request for an event. On our booking form, we ask how they heard about me. Their reply? “I saw you speak 3 years ago at a conference.”

Hire A Videographer And Photographer
​If you want to get paid to speak (versus paying the conference for a speaking slot), it’s absolutely essential that you have footage and photographs of your past talks. Before anyone will hire you to speak, they’ve got to know that you’re capable of taking command of an audience and provide the expertise you say you do. Anyone can write up a speaking topic, but not everyone can deliver it.

The next time you’re hired to speak, be sure to write into the contract that you’re able to hire a professional photographer and videographer to document the event. If they absolutely refuse, offer to share the resources with the event. They may value them for their own marketing purposes.

When the event is over and you’ve obtained the photographs and footage, do the following:

1. Edit the video footage down to 1-2 minutes and be sure to share the video on YouTube and social media.
2. Create a simple 1-page website for your own name (ie firstnamelastname.com) and post your speaking topic, images of past talks, links to social media, and embed the video you just created.
3. When applying for future speaking opportunities, include this website in your application.

By adopting all of the suggestions above, you’ll gain more from your time, hard work and efforts speaking at various events.

About The Author
Angela Pointon is an author, speaker and authority marketing expert. She helps thought leaders, authors, and subject matter experts like you brand your ideas and spread your message. She also serves as president of the digital marketing agency | 11outof11.  Learn more about Angela.

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