Ok, so you did it. You developed, designed, and cultivated your idea while giving 150% dedication and you managed to procure a brand that you feel, well, is exceptional. So now what? Of course the answer is simple, right? Advertise. You will jump on the technological information highway and ride that road until you see your brand’s slogan on every billboard across cyberspace.
Certainly this will be successful. You will create a website, a blog, vlog, design a Facebook page, Tweet about it, Instagram your brand name, and make YouTube videos into the night, but is this enough?
Will it give enough weight, edge, and voice to your brand to make it stand out among the competitors? Probably. But do you want to take that risk and let everything rely solely on social media and online platforms?
Perhaps, in addition to these methods, you should add another act to your repertoire. An untapped resource may be as simple as bringing back an old fashioned, yet effective, source of advertisement. I am referring to public speaking.
And while I know this may have conjured up not-so-fond memories of your fifth grade presentation on Benjamin Franklin, the one where you could barely remember your own name let alone the presentation itself, you may be surprised to find there are many benefits to using speaking gigs to build your brand authority.
Of course you are not alone if the words “public speaking” make you cringe or set you to shaking in your boots, only slightly less nervous than awaiting the results of STD testing. According to Forbes contributor Nick Morgan, 80% of people have a fear of public speaking; therefore, it may not only be an overlooked tactic but an underrepresented one as well. In fact, many businesses already enjoy success from this principle.
But the benefits are many say the folks at Leading Authority Inc., who work with speakers from all over the world: “Public speaking has helped many people achieve business goals, build brand loyalty, overcome obstacles, and produce a return on investment.”
So what can public speaking do for your brand?
1. Make your name memorable
You and your brand name will be remembered long after the lights turn out and the doors close. This could be fabulous, or not, depending on how your presentation runs, so remember to send out your most personable representative.
2. Make your brand more personal
You will build a rapport with the audience that you are not able to do via video blogging (vlogging) or a Facebook page. Sure, people like the convenience of a quick introduction to a business that gives them an overview of what your brand is about. But who will they trust when it is time to make a decision? Chances are they will be more confident with someone they have made a personal connection with.
3. Make new friends and business acquaintances
Watch your network grow. Inevitably you will be rubbing shoulders and conversing with other business professionals in your specific field. You will meet and exchange formalities and undoubtedly exchange cell numbers, email addresses, twitter names and LinkedIn information, thereby increasing your nexus. You may never have had the opportunity to meet these potential clients, consumers, or partners if you rely solely on technological advertisement.
4. Make your brand the topic of client chit-chat
Become an instant conversation piece in your network’s network. A well-developed public speaking forum has the possibility to leave the audience feeling confident and excited about your brand. An attendee of your engagement may be electrified by what you have presented when he or she leaves the meeting. And they may share that knowledge with someone else who is interested in the services your brand provides, thereby providing you with new a prospective client.
5. Make you an authority
Be perceived as an expert, all while building a strong reputation in your field. You will be perceived as an authority on the topic of your brand. And as your brand name grows, so will yours. As everyone knows, reputation can make or break a brand. Brands with a strong reputation for personable and knowledgeable employees attract lots of attention which can translate into lots of business.
6. Make your web site grow
Allowing your brand to be viewed in person can increase the amount of traffic to your cyberspace domain as well. After all, when potential clients leave your seminar they will Google you or type in your URL. According to Scorpion Design, “Growing your presence offline can also result in online citations and links. Perks, speaking engagements, seminars, and sponsoring events are all great offline ways you can build brand awareness and authority, but local event marketing has a twofold benefit.”
7. Make your clients informed
You will be providing your brand information to your audience. Chances are if they are sitting in your presentation or seminar, then they are already interested in what your brand has to offer. You will be giving them all the necessary information they need without having to research or locate information on their own. You will be able to assure your audience if they have any concerns or need answers to any questions that may not be available via a website.
New forms of advertisements such as Websites and Facebook pages have incredible marketing power. But let’s not overlook the influence and power that comes from public speaking. Public speaking has the ability to ease fears, to explain concepts, answer questions, create long-lasting personal relationships, and give your future client the confidence that your brand is right for them.
This article originally appeared on Forbes.com
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