Last updated April, 2004

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If you build it,
will they come?

Does your company have a Web site? If so, you are well on your way towards utilizing the Internet to attract customers. Now what?

For significant Web site success, one must avoid the "if you build it they will come" mistake. Having a Web site but not promoting its existence is an ineffective use of the opportunities you have to create a successful online marketing program.

It is becoming a necessity for businesses to invest in online marketing to expand market share and compete for business across the world. Now is a good time to enhance your existing program or launch a program for your business.

The following are some keys to effective Web sites and Internet marketing:

• Include valuable information about your product or services on your Web site.
• Offer helpful information in your areas of expertise (value-added items attract visitors.)
• Capture attention with graphics and design, and without long download waits.
• Provide easy, secure and fast online order processing.
• Constantly promote your Web site in all company marketing.
• Utilize public relations opportunities to promote your Web site (promotion updates, tie-ins, media releases …the options are endless.)
• Get one step ahead of the competition by using search engine optimization.
• Create strong link building programs.

Overall, be detail-oriented, creative and consistent while developing your Web site. Hire experts to properly create a site for your business.

Include your Web site address on all business marketing to create consistency and drive clients and potential customers to your Web site.

To reach those who are unaware of your business (globally, this can be an astronomical number), online marketing can be a very effective means to extend your reach. Once on the Internet, most people can be introduced or directed to your site via search engines and links from other Web sites. Thus, a successful online marketing program should concentrate on Search Engine Optimization and Link Building.

Online success can be achieved for your company. Knowing all your options is just the first step.

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A Strong Business-Building Opportunity

An invitation to speak at a convention, meeting or business program is not only a compliment, but also an opportunity for additional sales leads. In regards to public relations, speaking at a business event is a positive strategy to secure your reputation as an expert.

Use these tips to get the most out of your speaking opportunity:

Make sure the topic and audience is appropriate for your business. Does the audience fit the profile as potential clients or associates? Determining whether to speak or not can be based on how comfortable you feel with the topic, the opportunity and the benefits of your company.

Consider a speaking coach or suggest a colleague. If speaking isn't your strongest skill you may wish to enlist the support of a professional speaking coach. Also, a co-worker or collegue may be able to present the material in a professional and polished manner without the expense and time commitment of a professional coach.

Request essential information to prepare. Receive clear instructions of presentation topic(s), expectations, audience profile, type of presentation expected, time of talk, date, location, length of time to speak, itinerary, a listing of other speakers and promotional materials.

Keep on the requested topic and within the time scheduled. Making the speech too short may make the audience feeling the speech did not have enough substance. Too much time wrecks havoc on carefully planned schedules and creates the perception that you may be seeking the limelight.

Use audio visuals & request needed equipment early. Confirm request and double check equipment at site prior to speaking. Make duplicates of presentation materials… in case one gets lost or misplaced.

Offer a simple hand-out. Be sure the information is basic and includes your bio. The best hand-outs are one-page tip or fact sheets.

Offer audience-valued premium upon request. Have attendees request the additional information offered by providing a business card with request for information, on back. This can become a great marketing database.

Inform the audience that the content will be available upon request. Ask those interested to provide their business card(s) to receive slides from the presentation. Offering information allows the audience to listen and not worry about note-taking or missing information.

Be available for questions after your presentation. As a speaker, attendees should be able to come up to you throughout the convention to ask questions and discuss points of interest.

Follow up with the audience immediately. Make sure requested information is sent as soon as possible. Cards from a conference presentation are considered soft leads… keep connected and build a business relationship.

Thank organizers via personal note. Building relationships with planners helps in securing future speaking opportunities. It is also beneficial to offer thank you’s to anyone who helped you with the presentation (such as graphic designers, AV experts and colleagues.)

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Build Your Business As a Keynote Speaker

An invitation to speak at a convention, meeting or business program is not only a compliment, but also an opportunity for additional sales leads. Speaking at a business event is also a positive strategy to secure your reputation as an expert in the field.

The trick is to get the invitation to speak at a convention or business program. Competition is a reality in every field; it is a great advantage to become established as an expert. Speaking at a convention increases your business’ exposure and establishes you as an expert in the eyes of your colleagues, organization leaders and customers.

Positioning yourself as an expert in your industry is the first step in helping prospective clients to consider you an expert. This public relations strategy, if done correctly, can result in increased sales. When buying a service or product, most businesses prefer to do business with the experts.

Tips To Help Get Requested As A Convention Speaker:

• Join organizations that prospective customers are members.
• Be active in the organization: attend conventions, meetings & events.
• Network and develop relationships with organizers, board members and influential members.
• Submit articles for the organization newsletter. Become known for your new ideas, successes and tips.
• Be comfortable in becoming a mentor for organization members.
• Help organization with outreach programs and recruitment.
• Be open to share information with members.
• Speak to local or state groups.
• Know industry trends and offer innovative solutions or information.
• Contact organizers and share your interest in speaking.
• Provide your business bio and speaking experience to organizers.
• Write a book or white paper about your industry.
• Send media releases when asked to speak at a convention (this helps establish you an expert in your field to the media.)
• Consider submitting information to a "Who’s Who" periodical (not always accepted and many times may be costly).
• Speak to high schools or colleges about your industry.

Share your knowledge through speaking; it's a great way to grow personally and professionally.

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Consistent Branding: From Brochures to Employees

What is your company’s branding message? Does your business marketing emphasize customer service in all branding and marketing materials? Do all employees know the company’s branding emphasis and are they trained to reflect that consistently with customers?

The key to making branding work is to clearly define your company’s branding goal and be consistent with your message, communications, graphics and all aspects of your business.

From the way your front office looks, to the company brochure, consistency is what gets attention and helps potential clients better understand who you are and what you can provide for them. Since human contact is essential in most business situations, employees are essential in bringing your company’s branding message full circle.

For example, a high-end bed and breakfast establishment branding emphasizes extreme customer service. To reinforce the branding, the successful bed and breakfast may provide convenient reservation tools for guests, services such as carrying guest's bags from curb to room, friendly employees that smile at visitors, 24 hour "care teams" with all inquiries to guests beginning with "how may I assist you?" and followed by, "That will be a pleasure." People generally expect good customer service, but this bed and breakfast is intent on providing extreme customer service.

Employees can be trained to deliver the company's brand promise consistently while interacting with customers. Going beyond greetings and allowing employees to communicate the pride and joy they have in their work is something that gets attention.

Successful branding lies in the way a company engages its employees to execute the brand promise. Every employee needs to get it and must be able to deliver the company brand consistently.

Now is the time to define your company brand, inform employees and be consistent in all areas of marketing to clearly communicate the brand to customers. Employees can help clearly communicate the company branding message to customers.