A lead magnet or Irresistible Free Offer (IFO) or “opt-in” is something that you give to your ideal customers/clients in exchange for their contact information. Typically, people are very protective of their contact information so your lead magnet must be strong enough to entice them to hand over that information.
There are several things that your opt-in should do if you want it to be irresistible:
Here at Pibworth Professional Solutions, one of our most successful lead magnets is “Top Tips for Creating a Speaker Website that CONVERTS”
This lead magnet does well converting visitors to clients for a variety of reasons:
And THAT is how to create a great lead magnet!Read More...
In today’s reality, in any reality, leaving money on the table is a poor business decision. As business owners, we have to be fiscally responsible in how we use our money (what we spend vs. what we keep, follow up procedures etc.) but we also need to be responsible for how we leverage our time and our skills and knowledge. This is where content repurposing comes into play.
Our expertise is a valuable commodity, that is why we are EXPERTS who Speak. Our expertise is as valuable, if not more valuable than our delivery.
When you get a great idea and decide to write a blog post or an article, or record a Facebook live, and it sits on your website or your timeline, and gets shared on social a couple times, you are not leveraging your expertise to the maximum benefit.
Not everything should be repurposed. For instance, the multitude of articles we are all writing right now on ‘thriving in COVID environment’ will never be used after the next 6-18 months (we hope). Neither will my 2018 posts on the introduction of https and site security and explaining why you can no longer schedule content to your personal fb page. That is old news now.
Choose content to repurpose that is:
This is prime evergreen content.We need to start creating less and promoting more. Not to say we need to stop writing and sharing our expertise – but we need to focus on getting more eyes on what we already have. Click To Tweet
For most of you I bet that you will come out of that exercise with more pieces than you ever dreamed you had.
Now that you know what to re purpose – let’s talk about the how and the cost.
As you go through the ideas below, it is important to remember that this is an option list – not a ‘do everything’ list. After you have done your inventory, it is important that you choose 1 or 2 things that will work with what you already have and with your budget or skill set.
I have broken them down into three categories.
Skills and Resources
Online courses, membership sites and speaking portals are a long-term solution, that (when done right) are so much more than ‘simply’ content repositories. They can become revenue generation for years to come and they can see you through these upcoming rougher years.
PS – Watch in the next month or so as I unveil a new approach to speaking in the post-COVID environment. I have some ideas that my clients are currently implementing and they have the possibility to be revolutionary in our industry…
So, you’ve spent some time writing a lengthy and detailed blog post that will help your audience in solving one of their main problems. You took some time in creating engaging graphics and even added a nice video. You shared it once on Facebook and Twitter, but that’s just about it.
You were surprised when you looked at your Analytics a week later. Your views went up but immediately dropped the next day. You moved on and wrote another blog post and hoped you would do better next time.
Sure, as a speaker, there’s a lot you can share with your readers. In fact, there’s a lot of things to write about, that’s why you are not worrying too much about running out of topics.
But think about the time you’ve spent working on your content for it not to reach its maximum potential.
It’s a shame when great content just sits on your website.Don't let great content just sit on your website – use these tips to make sure it reaches its maximum potential Click To Tweet
In my last blog post, I emphasized the importance of setting goals before creating your content. Of course, we all want to book a speaking gig, but that’s not just about it. We can ask people to sign up for our newsletters, build our online presence, or ask them to subscribe to our YouTube channels.
No matter what your goals are. The point is, you won’t be able to meet them if your medium (your blog post or website content) is not being viewed or read.
You need to do something about it…
The good news is, there’s a lot of things you can do to make sure that the word gets out there.
Here are some things I normally do to make the most out of my every piece of content:
With all the online resources out there, it’s not enough to just share your content on your Facebook or Twitter. There are a lot of things you can do to make sure they reach your target audience.
It goes without saying that sharing your content is different from bombarding and over-promoting. That’s why it’s essential to have a well-thought-out content promotion plan so you can effectively schedule your content promotions.
I use different tools to make sure that my website content goes out there regularly. For instance, I’ve used SocialBee, Hootsuite, Later.com, and MeetEdgar (to name a few) in sharing my content on different social media sites.
You just need to connect your social profiles on your tool, add your content, set when you want them to go out, and literally forget about it!
Some of these, like Later.com, have free accounts that you can use for up to 3 social profiles. Find one that matches your needs and meets your budget.
You don’t always have to write new content. You need to make the most out of your best posts and articles.
Don’t forget about your old content. Use your Analytics to find your best-performing posts and pages and update them from time to time.
I’ll tell you – Google loves this! Google is now focused on giving value to its readers, so when you update something that has proven to be valuable to your target audience, it means that you are making it even more valuable. If you will play it right (optimize your posts, adding target keywords, etc.), you will be rewarded.
So now go ahead and make the most out of your content!Read More...
I have written so many posts about creating a Speaker Website that Sells, from your bio to your meeting professionals page, but the truth is your compelling headline may be the most important thing you write for your website.
Your headline might be the ONLY thing your prospect reads, so you have got to make it count. But remember, don’t try to be overly clever here. Never make your promise hard to understand. get to the point quickly and be clear. Grab their attention and hold it. And that’s easy to say, and harder to do, I know. But here’s some good news
Yes, I mean it. Your headline is the last thing you should write. At least, the headline you are going to stick to. Be realistic, you are going to write dozens of not hundreds of headlines before you come up with ‘the one’. Just like with love, you need to ‘meet’ and eventually ‘date’ your headline before you make it your own.Write your website headline last. Your headline is the last thing you should write. At least, the headline you are going to stick to. Click To Tweet
Here’s how my process goes…
It sounds super obvious but I never write without the outcome in mind. What do I want this page to DO? What do I want this website to DO? Like a child (and your prospective customers) if you don’t tell them what you want them to do, they are unlikely to come up with it on their own. Like most of us, the ultimate goal is to get hired to speak, but is that all?
While ultimately the content of this post could apply to any business owner, I know who my tribe. I work with Speakers and I build Speaker Websites. Of course, that is in my compelling headline. I could get creative and clever but why bother? I know that the headline will not only be very SEO friendly, but it solves the exact problem my niche audience is searching for.
I have seen a lot of headlines that are just too wordy you don’t even know what the content is all about. Although it’s tempting to use big, catchy words, you should always stick to the basics and make your headlines easy to understand.When writing your website content and headline, you can inject some keywords here and there, but make sure they are relevant and they sound natural. Click To Tweet
Getting people’s attention online can be challenging, you need to play it right. Your readers are looking for interesting topics that will answer their questions. Drop those irrelevant terms and keep it simple.
You can inject some of your target keywords here and there, but make sure they are relevant, and they sound natural.
What are your challenges in writing interesting and compelling headlines for your website?Read More...
“Oh, I could never do videos – I hate how I look on camera” “No way man, it looks way too hard. I’m too busy to do that” ‘I don’t have a professional recording studio” Or “It is too expensive to edit.”
And the excuses go on and on. But it is time to accept the facts.
Video Marketing is ‘A Thing’. It is time to accept it and move on.
In a world of marketing consumables, multi device delivery methods and time crunches, video marketing reigns supreme right now, especially for professional speakers. Your prospective clients are turning to YouTube to get a taste of your personality, your brand and your style even before they visit your website. In fact, chances are they are even consuming your Facebook Live videos as well. So, if that is true, what are you doing to make video work harder for you?
We have an entire series coming up soon all about video marketing, but here’s a snapshot of some of the things you can start on right now.
You can create amazing videos, professionally shot – the whole bit, but if your tribe is not interested in what you have to say what is the point? While yes, you are putting all the work into creating videos, so you grow your marketing platform, but if your videos don’t serve your tribe, you are wasting time and money.
How do you know what they are hungry for? Ask them. I know it is a super simple answer, but it is the best I can give. You can guess of course and look at what your competitors are doing, but the best way to find your topics is to ask the people you serve what they want.
Look at your Analytics and your stats. What is your tribe consuming right now? What are the trending keywords in your subject matter? If you have things like Keyword Hero or other tracking software pay attention to what people are looking for. If your people are tying in “How to better video marketing for professional speakers” – that is what you will title your video. That is what your video should be about. Don’t try to over complicate it.
Just because you are an amazing professional speaker, doesn’t mean you are fantastic at filming videos right off the bat. It took years of practice and training to become good at your speaking craft – it will take time to get there with this as well. Done is better than perfect.
For Facebook Lives, Twitter and Instagram videos you can be a bit more spur of the moment, but for website and YouTube video it pays to follow a video template. I will be talking about a few different ways to structure your content, so it impacts your audience and feeds the SEO machines, but here is a great and simple starter flow.
Title: Easy Video Marketing for Speakers
Description: A quick start guide for professional speakers who want to make video marketing easy
Tags: #easy #ProfessionalSpeakers #Marketing #VideoMarketing #EasyVideoMarketing
One more tip. Don’t read your script. Plan it out yes, and develop some ‘catch phrases’ that you use all the time but don’t read it. Listening to you read robs you of all of your authenticity – and it feels like death by PowerPoint. 😉
Take the next steps to building your speaking business by choosing which of the speaker types below fits you!
Lauren truly is service oriented. A positive voice of calm, a strategic marketing visionary, a dedicated provider of value, Lauren is committed to her clients' success 100% of the time.
The PibworthPS team built my new custom website (which I am happy to say has been instrumental in producing increased bookings). I have received several positive comments on the design, and I was impressed by how responsive they were to my ideas and needs.
I was looking for a marketing-savvy team to help create a new website around my rebrand. I thoroughly enjoyed the process of working with her designer, Caley. Even though we never met in person, communication was fluid and seemed effortless. Lauren and her team not only made it happen but made it better.
Lauren Pibworth is a consummate professional who knows the art and craft of website design and marketing. She is an exceptionally good listener and “translator” of my thoughts and ideas, which allows me to then benefit from her expertise and end up with a professional website that looks and sounds like me.
Lauren and her team jumped in immediately when we had issues with our previous providers. They ‘fixed’ a broken membership site and sales funnel – and built a second membership site which we now sell as an addon in our keynotes.
We have found them to be responsive, and easy to work with.