In this article you will read how use speeches, lectures and keynote speeches for your right target group as a power channel, what mistakes you should avoid.
The majority of companies in B2B hold speeches for marketing purposes.
Roughly 9 out of 10 people in the audience classify the speaker as an expert.
About 3/4 made their purchase decision based on the expert opinion they heard.
Do not underestimate the negativity of the poor content preparation effect, especially when you delegate to someone else to make your presentation material. A surprise effect can prove to be fatal — when you do not know what’s on the next slide, or when the projector goes up in smoke couple minutes before you have to start your talk.
Missing a call to action or failing touch points
When using your speech or presentation specifically for marketing purposes, it requires also the converting reference points or short: Call to Action. Otherwise the trigger for contacting you and your company are either not put in action or are put in a wrong time.
Red thread is difficult to trace
To encircle and captivate your audience, your speech has to tell a real comprehensive story. People often forget that you can be creative in this matter: to go in a chronological order, or reverse chronological order. Without the common theme to follow speaker can be erratically jumping from one point to another failing on consistency and focus, making it extremely difficult for the audience to follow the track of the speakers thoughts.
Excessive and misplaced self-advertisement
All of us have had enough of such self-promoting presentations. The speaker who uses up to 50% of the time for adulating themselves and their company, telling what their company does and how it became so awesome. From the position of a listener, it is easy to predict that such a presentation manner inevitably pushes the listeners farther from you and your chance to build trustworthy relationships.
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Conception
In the very beginning there is a question to be answered: Who will your listeners be and what message do you actually want to convey? Figuring out the answers to these questions you can determine your core message while delivering a clear, snappy and comprehensible structure that your target group will easily follow. When deciding on a presentation skeleton, you might love to use the 10-20-30 Rule for PowerPoint by Guy Kawasaki. Actually, whatever pitch you were planning, you can always draw something interesting from it: keep it simple with10 Slides, 20 minutes, font-size 30.
From small to big
Yes, it’s quite clear, you see Keynote-Speakers and you start thinking how you could do it yourself. However, Keynote Speakers also began small. Exercise authority. Try yourself at Meetups and smaller side-events by conferences. Perhaps you can find Barcamp or Redeclubs out there, like Toastmasters, — the events which can help you to get used to being in the lime light.
Call to Action with conversion element
What can seem more logic than to hand in some nice goodies to your audience as a part of your talk? It can be the set of your presentation slides or a high quality checklist that you have mentioned in your presentation. Make up a special signup-blank for your email or take a few business cards right on site from a few interested parsons among your listeners. These little things will allow you to assess the possible conversion already at the early stage.
Follow up
Send your slides or publish them in specially designed platforms, such as Slideshare, for instance. Collect honest and constructive feedbacks from all friends and acquaintances that were present at your presentation. That is really valuable because you can quickly and effectively incorporate changes in your slides based on those feedbacks as well as make improvements to the way you deliver your talk, so that your next time you will be even more confident and effective while standing in front of the audience.
Conversion Rate from a listener to a (potential) customer
Conversion of an approximate number of people in the audience in the number of those who leave their business cards for your further enquiry or those who registered with you.
Delivering a talk or a presentation is placed in the top of the marketing funnel, because such presentations often become one of the first true touch points between your company and yet not reached customers. If in this stage you manage to build trust, it is going to be a promising beginning to a fast and fully-fledged conversion to actual customers.
And now: Look for exciting opportunities to practice delivering a short marketing report or a presentation.
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As a founder and entrepreneur, I experience every day how important customer centricity is for companies.
Integrate the essential customer perspective into your product genesis and marketing processes. That puts horse powers on the street, until it runs.
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