Building your Meeting Planner page

So, you are writing your meeting professional or meeting planner page for your new speaker website – that’s wonderful! 

Here are some guidelines to help your meeting planner page content stand out!

First – let’s discuss the terms ‘meeting planner’ and ‘meeting professional’.    My experience has been that the term ‘meeting planner’ has evolved over the years to be perceived as a ‘less than accurate’ representation of what these amazing individuals do.  They do so much more than plan meetings.  Many event and meeting professionals run full-scale events, conferences, and trade shows.  Many provide the event strategy as well as the implementation. 

There is no standard term any longer.  However, in my opinion – adding the term ‘professional’ elevates the status and understanding of what these individuals do.

Then, of course, it makes sense to also consider the SEO value of adding this term to your meeting planner page.  At the time of writing this article, the term meeting planner gets approximately 80% more searches than “meeting professional.”  “Event planner’ gets about 950% more searches.    You do not want your speaker website to RANK for the term meeting or event planner (unless you are one) – but it is still something to keep in mind.  I know that in the case of this blog, you are most likely searching for the term ‘meeting planner page’ because that is currently the industry standard – so you will see that is a term I use throughout.  You did not know you would get a mini SEO lesson in here, did you?  

There is no tried-and-true factual answer here.  When PibworthPS designs meeting planner pages for our clients, we more often than not use the term “Meeting Planning Professional” and use the url meeting-professional-resources. 

No matter what we call these wonderful individuals who hire you, this page has a specific purpose.

Consider who we are writing this page for and why.  The purpose of this page is to make it easier for a meeting planner or meeting professional (the term seems to be hotly debated lately) to access the resources they need to present you to their clients, book you, and create the promotion material they need.  Yes, of course, you want that page to SELL you as well – but ultimately – it is all about making it easy for the individual who will book you.  

Here are some key elements that decision-makers are looking for on a meeting planner page.  Your page won’t have ALL of these elements.  Choose the ones that best suit you and your business.

We will break this post up into page content (information you have written on your meeting planner page)  and downloadable resources (a link or button allowing the user to download the resources they require)

Page Content

There are some obvious items like videos, topics, calls to action, client lists and testimonials, but let’s start with what I consider the ‘not so obvious’ items.  Those things that I do not see on every professional meeting planner page…

How will you work together?

Do you have a process that you take decision-makers through?  What happens after your initial discovery call? What should they expect from you?   

  • Will you plan a series of meetings with key stakeholders?
  • Will you interview their employees?
  • Will you customize your presentation to their specific industry?

What are YOU doing that might help differentiate you from possible competitors?  

Not only does this section help differentiate you – but it sets the tone for your professionalism as a vendor.  Remember – the purpose of this page is to make it easy for them. Let them know upfront that you have done this before, that you understand what they are likely to need, and that you have an efficient system in place to make sure their needs are met.

How can they book you?

If someone is on this page, likely, they have either already booked you – or you are ‘in the mix’  to be presented or hired.  Again, make it easy for them.  Exactly what do you want them to do to retain your services?

  • Schedule a call
    • Make sure you have your link to book that call right on this page. Or if you need them to fill out a form first, have that – but don’t make them look for a way to reach you.  Never make it hard for someone to give you money!  Ok, said tongue in cheek – but the fact is, if it is down to 2 equally qualified candidates – and one makes it harder to contact or work with them, which one do you think the meeting professional will choose?

  • Save the date.
    • If you use espeakers – are you taking advantage of their booking calendar? Or do you have another way for a decision-maker to check to see if you are available on the chosen date?  Can they get in there and reserve that date easily?

Why should they book you?

One of the things I love to see on a meeting planner page is a section called “5/10 Reasons to Book Name”.  This is another great opportunity to showcase what differentiates you -or at least how well you can solve their core problems.   

Remember – you are solving problems for the meeting professional – NOT the audience!

This list is not about how you work with leaders, or whatever your target audience wants.  This list is about meeting professionals want.  Bottom line – they want to know you will deliver exactly what you promised and won’t make them look bad.

What can that list look like?

  • Proven track records
  • Customizing your presentations
  • Rave Reviews
  • Client research
  • Audience engagement
  • After-event care
  • Fun to work with
  • Awards or designations
  • Results
  • So many more options…

What have meeting professionals said about working with you in the past?  Look into your testimonial bank and pull directly from their words!

Other ways to work with you

What other opportunities or upsells can you offer in addition to your main presentation?   Why not plant the seed here and present them with opportunities they may not have considered?

  • Workshops or breakouts to compliment your main presentation?
  • Panel discussions?
  • Emcee?
  • Helping them promote their event through videos, social media etc.?
  • Coaching or Consulting packages to help the organization implement the ideas you presented?
  • Online programs or memberships?
  • Books?
  • Follow-up packages for attendees?

You would think this is the most obvious, but A Call to Action

If they are on this page – then make sure they know what to do next to book you! 

  • Book a call
  • Fill out a form
  • Send an email
  • Reserve a date

Do what makes the most sense to you – but do SOMETHING!!  Do not let them slip off this page without contacting you.

And of course – the elements every meeting planner page usually has

Your Topics!

You would think this is a no-brainer – but I have seen meeting planner pages that do not list the presentation topics.  Most often – that is because the speaker has way too many presentations, or they have not niched enough and offer ‘something for everyone’.  Always guide your decision-maker toward the topics that would be best for them by showcasing 3-4 key elements of each presentation on your meeting planner page.    

Some people include links to the topic pages themselves here – but in my opinion – if they are on this page – they already know what they want.  I tend to prefer to not risk leading visitors away from the meeting planner page.  If at all possible – include a short video snippet beside each topic.

Video Clips

If you have a speaker sizzle reel – this is another great place to showcase it.  Also, as mentioned above, it is a great place for topic-specific videos. 

I have also seen speakers have success with personal videos for the meeting planner professionals   themselves answering their most asked questions or ‘tackling’ those objections they see most often – but in a positive light.  What I mean here is don’t say “these are the things people most often object to” – merely address the elephant in the room. 

One great example of this concept is the video “Why Choose between Content and Humour” on Mike Kerr’s website https://mikekerr.com/for-meeting-planners/   He uses this video very well to address the issues that he is not primarily a comedian or humourist, and also as a marketing differentiator.   

Client List and Testimonials

Everyone wants to know that others have also loved your work. It helps validate their decisions.  This is a great place for a section with your past client logos – and testimonials from satisfied clients.  Bonus points if they are from other meeting professionals, – or if they showcase how easy you were to work with, that their clients were thrilled, and the value you delivered. 

Downloadable Resources

Images

Often a meeting professional will require images to include in a program or other promotional material.  Rather than dealing with email and having to chase your assistant – have a series of high-resolution photos available for download on your site.    Offer a variety of outfits, poses, and backgrounds.  These can be headshots or shots of you on stage.    Just make sure they can be downloaded easily – and make it clear that they ARE downloadable.

Biography

Chances are if a meeting planner is putting together promotional material – they will need your bio in addition to your images.  I always recommend a short bio of 2-3 sentence ( 50 words or less) as well as a longer bio of 3-8 sentences ( 50-200 words).  This is not where you share everything on your About page.  This is promotional copy that is being used to help bring participants to the presentation.   

Speaker One Sheet

Some will tell you that they have never been asked for their one-sheet or media kit – and some will tell you it is downloaded or that they send it regularly.   In my experience, requests for the PDF version of your one sheet are in decline – but IF not having one might make it easier for a meeting planner to put someone else forward who has a printed version – is it worth it to you to put it together and have it available in case it is needed?

Your Introduction

Whether it is a written introduction that the emcee reads – or a video introduction that you request be played before stepping on stage – YOU want to be in control of what is said about you.   

Having something prepared ahead of time, in an easy to get to format, could just mean the difference between  “Hey – here is some guy to bore you for the next hour”  or a 15-minute introduction that highlighted all the main points of your presentation before you got on stage” – and one that whets the audience’s appetite for you and your program!

Room Set up and AV Needs

If you don’t ask – you don’t get.  To assume that every event planner or decision maker knows their way around AV equipment would be a mistake.  I have heard many ‘horror stories’  of speakers showing up and finding there was no possibility of showing their visuals, or that there was no internet on site – or someone forgot a microphone.  Now –true professionals will plan to manage their own needs to the best of their ability (bringing an alternate lavalier microphone, your own ‘clicker’ or even an extra HDMI cable) but making your needs know up front helps you get what you want – and reminds meeting professionals of some AV requirements they might not even have thought of. 

Someone who does this very well is Randall Craig.  Check out his incredibly detailed list at https://www.randallcraig.com/room-setup/   Randall covers all his bases by having this information on his website and as a downloadable PDF.

As mentioned at the top of this blog – there are a LOT of idea here and you will not want to include all of them, especially not as separate elements.  That makes the page too long and negates the main purpose you created it in the first place – to show a meeting planner how professional and easy to work with you are. 

Choose the elements that make the most sense to you in your business right now.  Combine some.  Make your meeting planner page your own.  Do NOT copy someone else’s words or style directly.  I know you know that, but just in case. 😉

About Lauren Pibworth

Lauren Pibworth is an internet marketing strategist specializing in growing the business of professional speakers. Lauren and her team of graphic designers, web developers and online product and course development and launch specialists work with speakers who want to diversify their revenue streams and move 'beyond the keynote' through smarter marketing solutions, delivered with care.

Lauren (an amateur sommelier) and her husband enjoy fine Ontario wines, great food and travel to exotic, warm destinations where they spend the majority of their time underwater - scuba diving.

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