Greetings from La Veta, CO. We are at 7,000 feet of elevation, and it snowed on Sunday … definitely not our kind of weather. One more stop after this (Albuquerque, NM) before we make like geese and head south for the winter.
Last week I wrote about the differences between email newsletters and blogs. Both allow you to communicate with your audience of leads, prospects, clients, and referral sources – but in different ways and with different results. I hope what I pointed out helps you make the best choice for your writing endeavors.
On to this week. Before I head out to any speaking event, I promote it on social media. You should, too, so that your leads, prospects, clients, and referrals sources (not all of whom will be at your event) can see what you’re up to, and by extension, that you have Authority in the subject matter or else you wouldn’t be speaking.
And if you’re new here, welcome aboard. This is what we do!
Hey, as long as I am talking about promoting it let’s acknowledge that public speaking is a learned behavior as much as an art form. In this Solopreneur Hour podcast, you’ll hear some of the tips and tricks for building a great performance and engaging your audience. It’s worth the listen if you’re planning a presentation, a webinar, or even a Facebook or LinkedIn Live.
First, let’s talk about authority. It’s what you’re known for. It’s your competitive advantage. It stems from:
#1 – Having specialized knowledge AND advancing your unique perspective of it. Corollary … you can’t have Authority if you are a generalist.
#2 – Being known for that expertise AND getting publicly recognized for it. Corollary … you can’t have Authority if no one knows you exist.
Your speaking events let you advance your perspective of your knowledge.
Promoting your speaking events help you to get recognized for your efforts.
How and where to promote
When I say I “promote” my speaking events on “social media,” what exactly do I mean?
Well, I tell people where I’m going, when I’m going/speaking, what I’m speaking about, and whom I’m speaking for and to. You’ll see the exact messages I send in the images below.
Next, I send out those messages on LinkedIn, Twitter, and Google+. And so I must point out that in order for your promotions to get the most traction, the lion’s share of people who follow you on a social media platform like LinkedIn should be people who care about what you do, the Authority you have, and be able to send work your way.
My typical promotion and recent results
So I just came back from speaking at the ASA Advanced Business Valuation Conference in Anaheim. For every speaking event, I send out three messages: one to let people know I am en route … one as I am taking the stage … and one when I am returning home. And they carry the event’s specific social media hashtag.
Here are the messages I sent on LinkedIn … check out the engagement statistics of Likes, Comments, and Views. By way of reference, I have 1,632 connections.
Going to the event …
Returning home …
And while the Likes, Comments, and Views are great (they are just vanity metrics, after all), I get messages and emails from people who have been reminded about the coaching I do, that it has been on their minds, and now it is time to meet up or schedule a call. So more importantly, this kind of messaging leads to real work.
In real life
Three simple messages … this is easy stuff. Actually, the hardest part may be remembering to do it! To help with that, I add the promotion step to my speaking checklist (yes, I have a speaking checklist).
But to make it foolproof, I automate the messages. I know when I am leaving for the event … I know when I am speaking … and I know when I am returning home. So about a week before the event, I schedule the messages. I use Buffer to do this, but other social media apps have similar scheduling tools.
Somewhere along my career, I picked up this tidbit: If you don’t blow your own horn, no one else will. Self-promotion is not a bad thing if the message and the frequency hit the mark.
And while what I wrote here related to speaking events, the process can work for your just-published articles as well.
– If you like what I write about, tell a colleague.
– If something resonates and you want to reach out directly, email me.
– If you think we share common interests, connect with me on LinkedIn.
– If you want a sense of how well your practice is working for you, take this Practice Self Assessment.