Today’s thought leaders have a multitude of platforms to showcase their expertise via speaking opportunities, both online and in-person. Opportunities include trade shows, conferences, conventions, educational institutions, webinars, podcasts and other events. Speaking engagements allow thought leaders and other experts to share captivating, empowering and authentic stories and insights that provide value to audiences and help speakers gain recognition and credibility with their target audiences. A public speaking strategy not only boosts brand awareness but also serves as a direct means to make a favorable first impression, foster trust and establish enduring business relationships. That said, securing speaking engagements is not always a simple task.
When Securing Speaking Opportunities, The Devil Is In the Details
Just like any other marketing initiative, securing speaking opportunities requires careful planning, attention to detail and dedicated effort. Here are some of the realities facing today’s speakers and how to tackle them to generate more engagements.
1. A strategic approach is essential.
According to speaking coach and thought leadership marketing strategist Vickie Sullivan, having something valuable to say is no longer sufficient. “If everyone is delivering inspirational messages, what makes your message stand out?” Sullivan asks. “The market is flooded with low-cost experts and folks who give deep discounts. Buyers will only pay for the speakers they really want. (And fill the rest of the agenda with freebies.) The speaking business has grown up. Be branded strategically or go for free.” This is where a speaking strategy becomes essential. A strategy with a clear brand, goals and tactics helps speakers to communicate their value proposition and differentiate themselves amidst a sea of talent and insights. This requires dedicated effort, conscious decisions and meticulous planning.
2. Speakers require an established presence that showcases thought leadership.
It’s difficult to secure speaking opportunities when you haven’t established your thought leadership. Building a brand presence requires positioning thought leadership across multiple channels, especially those that your target market trusts and uses. This can include a website, social media profile or organizational membership. It can also include bylined articles, white papers, press coverage, testimonials or other content that proves your expertise and credibility. All examples of thought leadership become powerful assets for a speaker’s kit when pitching engagements. A speaker’s kit highlights your value proposition and materials that introduce yourself as a potential presenter. A professional speaker’s kit includes a letter of introduction that can be customized for each opportunity. It also includes an overview of speaking topics, a list of past engagements, relevant testimonials, a bio and a professional headshot.
3. Multiple formats mean more speaking opportunities.
Consider a variety of event formats across digital, in-person and hybrid mediums. According to 2023 findings from the all-in-one event management platform VFairs, 35 percent of businesses aim to host their events in person, 34 percent will host with hybrid options and 29 percent will host virtually. These neck-and-neck findings make it clear that maintaining a variety of formats for thought leadership and speaking events meets audiences where they are. Today, we’re deeply connected digitally and globally. Hybrid and digital events help organizations reach audiences across multiple locations, industries and demographics. Meanwhile, in-person events maximize local connections and experiences when possible. Identify which events, conferences, trade shows and seminars are most relevant to your goals and target audience. Then, research affiliated costs, travel or venue specifics. Before targeting an event, it’s important to take a deep dive into details. Research proposal submission requirements, negotiating fees and managing travel.
4. Don’t rule out speaking engagements for current customers.
It can be easy to focus all marketing efforts on lead generation, but don’t miss the opportunity to retain, inform and benefit current clients. Consider that 84 percent of events are geared towards current customers while only 41 percent target prospects. Tailor customer-centric events to the needs, challenges and interests of the people you already know and understand. This creates opportunities for businesses to foster an ongoing relationship, create new connections, generate referrals and establish themselves as valuable leaders.
5. Small, recurring events are growing in popularity.
Marketer and speaking coach Vickie Sullivan predicts that the future of speaking engagements will include smaller events that will operate on a recurring basis. “Event marketers face extreme pressure for their events to succeed while also remaining within or under budget. They’re betting on smaller, recurring events to do that for them,” she says. These events provide a more intimate and focused setting, allowing for deeper engagement between speakers and participants. Additionally, they often attract a dedicated and loyal audience, facilitating ongoing relationships and fostering a sense of community. By leveraging smaller, recurring events, event marketers can maximize their resources while also delivering meaningful and impactful experiences for attendees.
6. Speaking engagements require considerable preparation.
To create a lasting impression with attendees, it is essential to deliver a carefully crafted and professional presentation. This requires an investment of time to prepare, edit and rehearse the presentation extensively. Create a checklist for presentation development, on-site tasks and post-conference follow-up. The more prepared you are, the more clearly you can communicate to event planners the value you deliver. According to Gail Davis of GDA Speakers, clearly communicating these expectations also plays into how an audience responds: “There are a variety of reasons the same speaker can receive varying reactions from the audience. While the speaker’s style and content play into it, audience expectations also play a role in their preferences.” Don’t skimp on the planning stage; it’s where the bulk of the work happens.
7. Focus on speaking gigs as a thought leadership priority, not a bonus activity.
There’s high demand for experts who are skilled speakers in their field. Yet, event planners and other organizers struggle to book speakers who can share insights that resonate with their audiences. According to Tammy Kling with OnFire Books, who owns a TEDx stage and Voices Speakers Bureau, the demand for available, high-quality speakers is high, yet, “It’s challenging for me to find speakers that will show up.” According to King, “I believe that’s because most people are spread too thin.” Thought leaders who have valuable insights to share have many channels to do so.
When the internet, social media and evolving technologies make posting content easy for anyone, prioritizing speaking engagements can set thought leaders and their brands apart from the competition and position them directly in front of an audience that is highly targeted and engaged. Prospects can explore hands-on expertise, gather more information, make an appointment for the future, but most of all, they can have an experience that impacts them emotionally. “If you want to move an audience, you must create an experience that allows your audience to feel the message you are sending,” writes speaking coach Sonja Stetzler. “You may have great data to support your message, but unless you are evoking emotion, you may not get the results you are seeking.”
Succeed through Commitment
In today’s dynamic landscape of speaking opportunities, there are no guarantees that thought leaders will be successful in establishing their brand presence and driving business growth. To win in securing speaking engagements, it is vital for thought leaders to establish a strong personal brand presence, embrace a variety of event formats and commit to a strategic market strategy that includes a well-defined and articulate corporate differential. By navigating these realities, thought leaders can create more speaking engagements and leverage them to foster powerful customer relationships and drive business success.
