Why Speaking Engagements: A Brand Investment

Visibility happens across multiple channels…they all have a place. But one of the most effective tools for building credibility is also one of the most overlooked: getting in front of a live audience.

Speaking engagements, whether a conference keynote, an industry panel, a webinar or a community event, give leaders something few other channels can: a direct, unfiltered chance to show what they know and who they are.

1. They build credibility

Anyone can say they're an expert. A speaking opportunity gives you the opportunity to show it…with a third party (the person/company who invited you) endorsement. It’s immediate earned credibility better than any claim.

2. Put a face to a name (or company name)

People do business with people. A speaker who shares a real story, answers questions candidly and makes connections makes your organization feel approachable and trustworthy in a way no marketing piece ever will

3. Networking opportunities galore

People do business with people…the conversations that happen before and after a talk are often as valuable as the talk itself. Attendees who heard you speak already know your perspective, so introductions start from a place of shared interest rather than a cold pitch. Speaking also puts you on the radar of everyone in attendance (those alongside of you as well) giving you a runway for referrals and future opportunities.

4. They sharpen your message

Preparing a talk forces clarity. You have to decide what matters most, cut what doesn't and explain your ideas in a way a broad audience can follow. They’re also a great way to wrap your brain around ideas that can be repurposed across multiple channels and multiple materials – think website copy, pitches, blog posts and media interviews.

5. They’re the gift that keeps on giving

A single speaking engagement can fuel weeks of content. Think about it…

• A recap blog post or LinkedIn article built from the talk

• Short video clips or quote graphics for social media

• A follow-up email to attendees with slides or resources

• Coverage in event recaps, newsletters and trade media

• Material for future talks and webinars

Smart promotion before and after the event multiplies the return on the time invested.

7. Subject matter expert

Over time, consistent speaking builds a reputation for speakers as subject matter experts. Reporters look for sources who have already demonstrated expertise in public.

Getting started

Start small. A local panel, a webinar or a community roundtable is a great way to build experience and confidence, and each one builds the track record that opens doors to larger stages. Now go find your stage!