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How to Turn Free Speaking Gigs into Paid Business Opportunities
Episode 18814th November 2024 • Unleashing Brilliance • Janine Garner
00:00:00 00:23:27

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Free speaking engagements can be a powerful way to build a name for yourself but, like everything we do in business, they come at the cost of our time, energy, focus or money.

So, if you want your speaking gig to be worthwhile you need to make sure you’re getting a return on your investment.

And if you want to make sure you get a return on your investment, you’ll need to be proactive and intentional about leveraging the exposure to generate real opportunities.

When I started my entrepreneurial journey, I took countless free speaking gigs thinking they would help me grow but I quickly realised that wasn’t enough on its own. Since then, I’ve developed strategies to turn these free gigs into gold mines, and today, I want to share them with you!

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Transcripts

Speaker:

Welcome to this

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week's episode of

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Unleashing Brilliance.

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Today, I want to dive

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into something that

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I'm often asked about,

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and this is how do you

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turn free speaking gigs

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into real paying

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business opportunities?

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Now, when I first started

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my entrepreneurial

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journey speaking for

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free was one of the key

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strategies that I used to

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build my positioning, to

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find lead opportunities,

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and to actually get

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my name out there.

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And let me tell you,

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I did a lot of it,

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but here's the thing.

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I learned very quickly that

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there's a big difference

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between speaking for

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free and hearing crickets

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afterward, versus Speaking

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for free and generating

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real opportunity.

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Everything we do in

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business comes at a cost.

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I've spoken about

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this before.

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If you think about it,

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every decision you make,

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every single thing you

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say yes to, whether

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it's free or paid, every

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single yes has a cost.

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It costs us in terms

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of our energy, in

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terms of our time, in

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terms of our focus, and

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sometimes even money.

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If you're going to say

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yes to a free gig, it

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needs to have a return

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on investment, even if

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there is no fee involved.

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I got strategic very early

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on and today I'm going

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to share with you some of

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these strategies so that

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you can take every free

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speaking opportunity that

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comes your way and turn it

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into something meaningful

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for your business.

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Turn it into a return

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on that investment.

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So let me take

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you back a moment.

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And you've probably

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experienced this.

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Or, if you haven't

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yet experienced it,

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you certainly will.

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It will be coming your way.

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You're standing on stage.

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You're speaking to a room

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full of people, giving

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away valuable insights from

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your years of experience.

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The applause is thunderous,

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and you walk off stage

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feeling like a rock star.

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But then what?

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You wake up the next

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day, you look at your

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email inbox, and Silence,

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nothing, no inquiries, no

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follow ups, no connections,

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no new clients.

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And you're left

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wondering what happened?

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What did I do wrong?

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This my friends is where

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so many of us fall short.

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We assume that just by

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speaking, just by showing

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up, just by giving away

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some awesome IP, just

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by being a rockstar

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on stage, that we're

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building a pipeline

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of future business.

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But here's the thing,

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free speaking doesn't

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equal automatic ROI,

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return on investment.

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It doesn't guarantee

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clients knocking

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on your door.

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You've got to work that

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room before, during, and

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after your talk, after your

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presentation with a very

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clear strategy in mind.

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So today I'm going

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the exact steps

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that I use when I.

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Speak for free in

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particular in those early

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days that you can then

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implement to, to take

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every single free talk that

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you do as an opportunity

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to open doors for real

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business opportunity.

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So before we get there,

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there's no doubt in my mind

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that free speaking can be

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a very powerful marketing

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tool and opportunity to

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build your positioning, to

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showcase your authority,

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to build your profile,

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and to get in front of

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your target audience.

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Think of it as

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planting the seeds.

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The people in that

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audience are either your

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ideal clients, or they'll

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know people who are.

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But as with any garden,

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seeds don't grow

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without watering and

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without a little bit

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of TLC and tendering.

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So the question you've

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got to ask yourself is

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how do you nurture this

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exposure into paid work?

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First things first,

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free gigs are not

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about giving away your

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expertise for nothing.

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They are about the platform

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that you have been given.

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Done right, free speaking

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gigs can lead to new

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clients, consulting gigs,

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or even lucrative speaking

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fees down the line.

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But you've got to

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be smart about it.

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Let's just talk about the

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danger zone for a second.

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And this is something

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that I see so often with

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so many of my clients who

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are speaking for free.

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I've seen too many amazing

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business people fall into

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what I call that resentment

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trap of free speaking.

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You give, and you give.

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You spend hours creating

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unique content for

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every single free gig.

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You've got that energy

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spike as you lead in

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the adrenaline, and then

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afterwards it's like,

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And you're speaking

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for free again, and

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again, and again, but

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nothing comes of it.

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Suddenly, you start

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feeling frustrated.

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You may be wondering,

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why am I giving away

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my time, my energy, my

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IP, and for nothing?

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That's not building a

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business at all, it's

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actually draining you.

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So here's the truth

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again, if you don't

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think strategically about

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what happens after the

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gig, you're You're not

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only losing time and

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energy, you're missing

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out on turning that

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exposure into business.

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So here's I'm going to

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share with you the seven

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tips, seven ideas, things

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that I have done in the

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early days of building my

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business while I was doing

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a lot of speaking for free.

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Yep, a lot of speaking,

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travelling the world,

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travelling the country,

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speaking for free,

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literally getting IP out

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there in front of them.

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So these are tips.

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That I learned to adopt

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for myself and tips that

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I want to share with you

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so you can try them out.

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So the first one, tip

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number one, is I want

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you to be strategic

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about who you actually

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engage with before you

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even step on the stage.

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This is about getting

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really clear on who

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you need to connect

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with at that event.

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Think about who the

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decision makers are.

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Who the influencers are,

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maybe consider potential

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clients in the room.

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Don't leave this event

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without making those

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meaningful connections

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with those people.

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Start those conversations

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before and after

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your presentation.

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But remember, this is

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not about hard selling.

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This is about building

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relationships and

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building trust.

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When you meet these right

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connections, when you make

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those right connections,

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when you show up with

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compassion and conviction

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in your IP, follow up

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becomes much more natural

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and much more productive.

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One thing I did early on

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was identify the key people

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at every single event.

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and I'd make sure I

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introduced myself, Um, it

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could be the person that

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had booked me, it could be

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the CEO, it could be some

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key players in the room.

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I'd make sure to find out

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who was attending those

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events and I'd make a point

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of going and finding them

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and introducing myself.

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This was about connecting

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on a personal level and

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making sure that I could,

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at that moment in time,

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leave the door open for

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future conversations.

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And these relationships

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often led to more

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consulting work to

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partnership opportunities

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and very often led to

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brand new clients because

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those relationships when

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I ask, can you introduce

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me to someone else?

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They always did.

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So tip number one is

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really about becoming much

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more strategic about who

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you engage with at those

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free speaking events.

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So think about that

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next time you go.

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Who's going, who are

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the decision makers,

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who are the influencers?

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Tip number two is

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really about having

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a post speaking

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follow up strategy.

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Speaking for free does

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not have to end when

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you leave the stage.

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The real magic happens

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in the follow up.

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Don't wait for people

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to come to you.

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Take the initiative

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within 24 to 48 hours

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of your presentation.

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Send a follow up email,

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send a thank you for, if

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you look back at a previous

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podcast, I talk about

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this opportunity of adding

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that word for on the back

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of the email of thanks.

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Do that.

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Send a thank you for email.

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Send a LinkedIn message.

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Connect with some of

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those key people that you

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saw or met at the event.

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Include a thank you note.

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offer something valuable,

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like, I don't know, a free

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resource, a downloadable

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guide, or an invitation to

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book a consultation call.

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I had a client who turned

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her free gig into 10, 000

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worth of business simply by

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sending a follow up email

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that offered attendees

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a free consultation.

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People need an easy

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way to take that

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next step with you.

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So don't leave it by

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chance make sure that

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you are intentional

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and strategic with your

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follow up strategy.

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Tip number three.

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Get content.

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Positioning, positioning,

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positioning, positioning.

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Get content, whether

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it be photos,

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videos, testimonials.

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Get content.

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Capture the moment.

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When you're speaking for

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free, the value doesn't

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end with your talk.

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Use that time to get

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content that will

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serve you long after

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the event is over.

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Can you get someone

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to turn up to take

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professional photos of you?

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Don't have a budget?

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Maybe ask if you can get

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a friend, a colleague, a

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contact to turn up at the

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event for free so that

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they take photos of you.

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Don't have a budget?

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Maybe ask the event

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organizers if they're

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planning to have a

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photographer at the event.

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And here's what I do.

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I then ask for an

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introduction to

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that photographer.

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I contact them

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before the event.

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I let them know I'm

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one of the speakers.

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And I ask them if they

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can take some photos

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of me on stage that

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I can use thereafter.

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I'm intentional

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about connecting with

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that photographer.

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or that videographer.

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Reach out, ask for

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some help, ask if they

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can do this for you.

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Get your shot, that master

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shot of you, that amazing,

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shit hot, amazing photo

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of you speaking from

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stage in their shot list.

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And you can offer to

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pay for that one photo.

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Action shots of you

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engaging with your

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audience, speaking

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from the stage,

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sharing your expertise

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are so, so powerful.

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And video is even better.

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If you can record snippets

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of your talk that you can

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share on social media, on

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your website, in follow up

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emails, even a short video

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clip can be repurposed

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multiple times to build

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your positioning and

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showcase your authority.

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Here's another tip in

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here in terms of content.

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One of the things I often

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do is gather Vox Pops.

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These are quick, candid

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videos, voice recordings

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from audience members

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where they are sharing

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what they learned or how

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their talk, how your talk,

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sorry, impacted them.

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It's real, it's in

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the moment, you're

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capturing that energy,

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it's authentic, it's

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powerful social proof.

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You can even ask attendees

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to give you a voice

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testimonial afterwards.

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They can share a

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written testimonial

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on LinkedIn for you.

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The key thing here is

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getting that raw feedback,

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getting that in the

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moment content while

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everyone is buzzing with

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energy is so powerful.

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These assets, the gold,

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absolute gold for your

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social media, for your

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websites, for your

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email campaigns, you

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can use them to build

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your authority long

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after the event is over.

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And don't forget that

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if you're going to

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share this stuff on

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social media, don't

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forget to tag the event.

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Mention that you were a

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speaker, even tag some

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of those important people

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that you met, some of those

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influencers that you met,

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some of those decision

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makers that you met,

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because this will reinforce

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your expertise and it shows

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that you're in demand.

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So content,

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content, content.

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So valuable to catch it

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in that moment and the

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ROI of having that content

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will last way into the

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long term, particularly

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as an ROI if you're doing

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a free speaking gig.

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All right, tip number four.

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is about using that

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social proof to build

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your online presence.

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So very similar to

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tip number three.

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But what I see too

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often is people get the

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content and then they

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do nothing with it.

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So these next two tips

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are about leveraging

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that content.

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So tip number four, use

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social proof to build

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your online presence.

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Once you've gathered

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the testimonials, the

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photos, the videos, use

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them to build your online

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presence, share everything.

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Those moments of connection

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and feedback become

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incredibly powerful when

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used as social proof across

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all of your platforms.

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Remember, people buy

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from people they trust.

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When potential clients

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see you engaging with

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audiences and hear from

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attendees about the impact

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of your talk, it reinforces

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that you are the go to

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expert in your field.

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In one of my talks, um,

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I had an attendee post

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incredible review about how

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much value they received.

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It was so cool.

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They literally took a photo

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themselves, they posted it

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on LinkedIn, they shared

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a review of the event,

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um, and tagged me in it.

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And I re shared that across

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my own platforms and guess

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what, two new inquiries

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popped into my inbox.

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within 24 hours.

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Social proof, leveraging

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the content that you

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have across your social

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platforms, having a

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strategy of how you're

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doing that can absolutely

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build your position

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and authority and it

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has the potential to

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lead to business leads

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to more business.

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Tip number five, offer

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value beyond the stage.

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Many speakers assume

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that the value ends when

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the applause dies down.

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But I really want you to

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think about not leaving

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money on the table.

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Make sure that you're

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offering something

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actionable for your

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audience to take away.

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Again, it could be a

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free strategy call.

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It could be a QR

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code to download some

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additional resources.

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It could be a discount

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to attend a workshop or a

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discount to your services.

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It could be a clarity

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call or a free Q& A call.

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Whatever it is, the point

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here is you want to find a

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way to easily enable your

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audience to take that next

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step, to reach out and get

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more information from you.

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When I speak for

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free, I always offer

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that next step.

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it could be a free 30

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minute consultation.

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For me, often it is

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a QR code to access a

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page where there's some

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exclusive training or

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some further resources

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that they can access.

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What happens is people

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who are wowed by your

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presentation, they'll want

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to go deeper with you.

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People that may have had

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questions but felt a little

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bit shy to be able to,

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to ask those questions

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publicly, they'll then, ask

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those questions privately.

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You've got to give them

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a way to enable people

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to ask those questions

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or to go deeper.

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So always think about how

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you can offer way more

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value from the stage.

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Tip number six.

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What about writing a

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blog, or recording a

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vlog, or even a podcast

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about the experience,

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about the event?

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Now this is quite a

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powerful move that most

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people actually overlook.

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After your free speaking

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gig, write that longer

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form piece, the blog,

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the newsletter, about

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your experience.

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Reflect on what you shared.

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What you noticed

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about the audience,

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maybe share some key

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insights from the event.

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You could record a vlog,

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sharing behind the scenes

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moments, key takeaways, how

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that event impacted you.

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You could even record a

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podcast about the event,

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uh, why you spoke, what you

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noticed, what you shared,

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and some of the feedback

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from it and what the impact

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of that made you feel.

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By sharing your

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reflections, you're

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not only keeping the

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conversation going,

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but you're also showing

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your audience that

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you're actively involved

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in your industry and

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delivering value.

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Plus, again, it's

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a fantastic way to

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demonstrate your own

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thought leadership, your

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own perspective, and to

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keep your name in front

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of potential clients

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long after the event.

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You could, for example,

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write a post titled Five

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lessons I learned from

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speaking at Insert event

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name or behind the scenes

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of my talk on insert topic.

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People love to get a

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peek behind the scenes.

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It actually humanizes

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you, it builds rapport and

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connection and it leads

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to that deeper engagement.

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And also, don't forget to

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include a call to action

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here in that blog, or that

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vlog, or that podcast.

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Whether it's to book

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a session, to buy your

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book, to subscribe

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to a newsletter, or

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to engage in a phone

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call or conversation.

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And the final tip is

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what about creating a

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post event lead magnet?

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Here's a real actionable

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tip to help you generate

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leads after the event.

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Create a lead magnet based

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on on your presentation

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on what it is that you

Speaker:

shared, it could be a

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free downloadable guide.

Speaker:

It could be a checklist

Speaker:

or even a mini course

Speaker:

that expands on the

Speaker:

key points that you

Speaker:

shared during your tour.

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Promotes this lead magnet

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in your post of an email or

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social media in your blog.

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The goal here is to

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capture email addresses and

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continue nurturing those

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leads through whatever

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your marketing funnel is.

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Bye bye.

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By doing this, you can

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turn that buzz from

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your free gig into

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long term engagement

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and potential calls.

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I have a mini course

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that I use for this exact

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thing, particularly if I'm

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talking about networking.

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Again, it's a QR code,

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goes to a page, they can

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register, and they get a

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90 day follow up program.

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The intention there is

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first and foremost to embed

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the learning and to give

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them more tips, but also so

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that I can start nurturing

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and building connections

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with those people.

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So there you have it.

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Free speaking gigs

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don't just have to

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be about exposure.

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They can be one of the most

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powerful ways to generate

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real business opportunities

Speaker:

if you approach

Speaker:

them strategically.

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So to recap, it's about

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being intentional about

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who you connect with.

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It's about following up

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with value, capturing

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content, offering a

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clear next step, and

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keeping the momentum

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going with blogs, social

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proofs, and lead magnets.

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The key is consistency

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and strategy.

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Every single free

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speaking gig that you

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do is an opportunity

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to build your business.

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Please make sure that doing

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a free speaking gig isn't

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a cost to the business, but

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does provide an opportunity

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to your business.

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Whether it be

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exposure, social proof,

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positioning, leads,

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content, whatever it is.

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Every single free speaking

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gig has an opportunity

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to convert into business.

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I'd love to hear how

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you're putting these

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tips into action.

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I'd love to hear

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what you think.

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You know, have you recently

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done a free speaking

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gig and how did it go?

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What opportunities

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came out of it?

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Please let me know

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because I'm here to help

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you make the most of

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every single speaking

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opportunity you say yes to.

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Until next time, stay

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inspired, stay focused,

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and please keep unleashing

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your brilliance because

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I know that you've

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absolutely got this.

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Yes.

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