To speak or not to speak

An industry consultant and friend just called me with a problem.

He said he often gets asked by trade press for interviews and conference producers to be a panelist or keynote speaker.

I am playing the violin just for him.

Seriously, though, he says it takes significant time to prepare and to be out of the office not working with clients. He also wonders if he is cheapening his brand because if he is giving it away for free why would people pay. Finally, he says he can't remember ever getting a client directly from a speaking opportunity.

Some executives agree. They believe they get paid to do their job, not talk about it. Others would love to have his problem. Often, they pay firms like mine to get the right story to the right people.

Fortunately, he has an open mind and wants to hear my thoughts.

He's correct that it takes time away from other things. Only he can decide if the hassle is worth it.

Helping your brand
Today, thought leadership is a serious strategy for growth. Ten years ago, giving away information for free could cheapen his brand. It still could if he's working with media and conferences that aren't relevant to his audience.

But today, the opportunity to get in front of clients and prospects and engage them with content through conferences, media and blogs can enhance his brand. Most prospects realize that reading an article or hearing a presentation isn't the same as a custom engagement. But if they like what he said, they will likely still want to talk with him.

He is considered an expert. Reporters and conference producers think he is an expert. That's why they knock down his door for requests for information. If Ignites and The Wall Street Journal thinks he's an expert, he probably is.

He concedes some of his best networking comes from stage time with other panelists. Often, these are influencers he wouldn't have connected with otherwise. And usually a few attendees wait to talk with him after his presentation. These are warm leads he can call on later.

His quotes and his speaking opportunities leave a digital trail of his experience. Most likely, his quotes and speaking opportunities will come up on the first few pages of a Google search, just below his home page. So when prospects research him online, they will find pages that add credibility. The digital trail also helps with search engine optimization to help drive targeted traffic to his site.

Doing more, not less
He could list his past quarter's speaking and media highlights, with photos, on his Website or blog. He could also list his speaking engagements for the next quarter. Prospects will only see this as a positive towards his brand because so many third parties use him as a resource.

Instead of just responding to his friends at the media or conference companies, he could instead proactively call his friends when he has something to share. For example, "Hey Joe, I just did some research and thought you might have an interest." Or "Lisa, you said to let you know when I was going to be in NY. So I'm going to be in NY and thought you might want to do that video interview we discussed."

He could also engage on social media. Start with LinkedIn and add Twitter. Post content that would be of interest to his readers. When a speaking gig comes up or he's quoted in a relevant article, he could share with his followers.