Professional Services Marketing Conference

What makes the Professional Services Marketing Conference unique from the other marketing & sales events in Sydney?

The Professional Services Marketing Conference is different from large events because this conference is focussed on taking the delegates through the business development process starting at marketing and digital marketing going through to sales in the afternoon and including mindset as this is so important to the process.

Each presenter is asked to deliver 3 conference takeaway strategies that the delegates can go back to their business and utilise. That’s 36 different strategies – that’s huge value!

PLUS the Presenters are each offering some conference gift – a book, some consultation time something that the delegates attending can connect with the speakers.

This conference is:

✔︎ highly personalised.

✔︎ our speakers are local, Australian specialists who have been through the same business building process that Service Professionals in the B2B space experience.

✔︎ The content is specialised and relevant to Service Professionals.

✔︎ Delegates are much closer to the speakers and can ask questions they have either during or after the presentation.

✔︎ The Speakers are offering huge value to the delegates who attend the conference.

✔︎ The NSW Minister for Finance and Small Business is attending – you will be able to ask the minister questions about how the government is helping SME to do business.

✔︎ Each speaker has experience in business development, marketing and sales.

✔︎ Everyone understands the importance of mindset in growing a busienss.

✔︎ Networking and business was done from attending the conference in 2018.

✔︎ This year, there are many opportunities to connect with like minded professionals, who understand the challenges being faced.

✔︎ The Sydney Boulevard Hotel look after our delegates beautifully with a delicious morning and afternoon tea. There’s  a fabulous lunch where the delegates get to know each other just that bit more!

✔︎ The presentations are fast paced with breaks, thee’s a huge amount of variety and all focused in on helping you as a Service Professional to grow your business.

✔︎ This is a one day conference to sit back and think about the business development of your business. Listen to experts who have been there and done exactly what you are wanting to achieve.

The Professional Services Marketing Conference is an information conference and is NOT selling from the stage. The delegates will have opportunities to  connect with our experts which is networking and building trust and then perhaps business will follow but its all up to the delegates.

 

To book in – see Professional Services Marketing Conference

Positioning Yourself as an Expert using Content Marketing

When you are speaking or writing about your topic of interest, you are displaying your expertise in that niche. The more you do this, the more you display your skills, understanding and knowledge in that area, helping to build trust and credibility. By continually creating content to promote on social media platforms, where your target market will see, you become the category authority and, over time, the “go to” person in your niche.

Building a body of content in a niche helps grow your Intellectual Property which can be used in a number of ways – even monetised. But before you get started, preparatory foundational steps are required to ensure the content you create addresses your target audience’s problems, ensuring it’s valuable and answers market questions.

Being clear on these five points is the preparatory work required, before you get started on your content creation:

Determine your niche
Look at content already created for gaps
Determine your ideal client and target market
Determine the problem you’re addressing and the solutions you offer
Create a list of content topics

Speaking

Presentations & Signature Speeches

Speaking helps to convey your message to large groups of people and efficiently spread the word. However, delivering presentations is a craft – a learnt skill that requires connecting with the audience through the use of stories, examples, statistics and any other device that connects your audience with the topic.

Preparing a signature presentation can be something you can develop and hone. Then promoting your expertise to event planners can help get you in front of the right audiences at the right time. Not only that, talking one to many is a fabulous way to connect and grow your audience and your network of influence.

Video

Using video to promote your business topic is a great way to talk one-on-one, but many times. Developing the skills to prepare great video is invaluable, helping you speak with impact in front of the camera with a script that truly connects with the audience. Naturally, the more comfortable you are in front of a camera, the more you will be able to get your message across in a meaningful way.

However, there are skills to learn and develop – planning, the presentation skills to camera and then the post-production work, including editing the video with your branding. Your video can also be transcribed and repurposed for blogging and eBook/Book creation.

Webinars

Webinars offer a multi-faceted approach, but require some planning/up front considerations, including:

the webinar topic
the webinar platform and how it will run. (Are you running it with a business partner or alone?)
where people will log in?
pre-webinar promotions to get people to sign up
post-webinar promotions (uploading on to YouTube and Vimeo for circulation)
contact detail collection
Webinars can also be used as online training programs or broken up into smaller promotions.

Writing & Blogging
Writing about your expertise is a wonderful way to create your own Intellectual Property and to explore areas of expertise that may even surprise you. The blog creation process helps convey your expertise, with each blog article being able to be amalgamated to form longer articles and eBooks – even chapters of a book.

Audio
Doing interviews with experts in other areas can help highlight your own expertise and, as with video, your audio can be transcribed and repurposed for blogging and eBook/Book creation.

Radio

Speaking on radio not only displays you as an expert, the Mp3 recording can be uploaded to create a podcast.

Podcasting

Finding a suitable podcast platform is useful to share your interviews with the world. Mixcloud and Anchor are my favourites. It’s easy to upload the Mp3 recording and then the platform will make it easier to share.

Opportunities with Content
By creating video content, you can also prepare an Mp3 recording for audio use and have this transcribed using an app called Otto. From the edited transcript you can then go on to prepare a blog article or eBook. Then, you can create an online training program using the video or audio, prepare some slides, pdf questionnaires and so on.

The repurposing opportunities are enormous, so take the time to consider how you can fully utilise your information assets, remembering that everything you create helps position you as the expert in your field.

Seven Tips for Creating Content
Ensure your content adds value to your ideal clients and prospects
Create content on topics that resonate – aim to inform
Upskill as necessary to create good content – blog writing or production of video and audio content
Create a Content Calendar
Amalgamate your content to create eBooks and Books
Develop your own IP by creating online programs
Build a community to help promote and share your content
Summary
Before you proceed, consider the purpose behind what you are creating. Perhaps you’re doing fortnightly blogs, which can be read aloud to create audio files, then slide decks and supportive video can be created. Use your imagination and see what amazing content you can produce.

Most of all, have fun and enjoy the process!

Adrienne McLean of The Speakers Practice helps professionals with Marketing & Communications. This was written by Adrienne McLean and first published for the Spin the Sourcebottle, Source bottle – https://www.sourcebottle.com/blog/POSITIONING-YOURSELF-AS-AN-EXPERT-USING-CONTENT-MARKETING