How to Use Public Speaking for Brand Growth

Racquel Gabuna 2 Jun 2023 4 min reads

Many individuals and companies make use of public speaking to grow their businesses effectively. Not only does public speaking help engage a large audience, but also can convince them to invest in your brand, by building a strong emotional connection. Due to fear of public speaking, this brand growth strategy is often underused. The good news is that we have tips you can use to overcome this fear and open up this method of effectively growing your brand. You can even add public speaking to your or your company's mortgage marketing ideas if you are a mortgage broker, for instance.

How to Grow Your Brand Using Public Speaking

1. Set Clear Goals

Delivering a speech without a clear objective is bound to be ineffective. No one wants to listen to someone ramble on without a proper conclusion or clear objective. Some goals that you should keep in mind when you decide to organize a public speaking event for your brand include:

Building your brand
Boosting sales
Increasing social media followers count
Coaxing repeat customers to invest
Getting more email subscribers

These goals are general things you should aim to achieve. SMART goals or Specific, Measurable, Attainable, Realistic, and Time-bound goals will further help you polish your strategies to achieve your objectives for brand growth.

For example, if you need more social media followers, then hoping to achieve 20% to 30% more in two to three weeks may be realistic. You can arrange a webinar, but one that completes in five parts will not be so effective. The SMART strategy will be to organize a one-hour session to promote your brand to the maximum number of people instead.

2. Identify Your Target Audience

Identifying the right audience for public speaking is necessary for success. This allows you to design and write your content accordingly. For example, if you are delivering to experts, then getting a bit more technical will help, and vice versa.

Get those attending the event to submit questions in advance. You could also email them to ask what they wish to know about the topic, and draft your content accordingly.

3. Draft Your Content

Once you know your target audience, you can start drafting your content. Ensure you also understand the nature of the event you are organizing so you can nail the content.

The ideal webinar length is about 30 - 40 minutes. This ensures the audience is provided value; they can pay attention and ask questions. Apart from the script, it would help if you also prepared visuals so your audience can better understand your points. Visuals you can use to make the content more engaging and digestible can include:

Bullet points
Case examples
Graphs
Images

Record all your events and publish them on your website, if appropriate, for more people to see later. This enables those that missed the event to catch up, and you can even ask them to subscribe with their email addresses in exchange for access. If done correctly, this can be a great way to boost ROI.

4. Focus On Storytelling

Everyone loves stories because they enable us to understand how others feel and think. They are also a great way to share information and possibly even helped our ancient ancestors survive. A public speaker can focus on storytelling by:

Sharing their own experiences
Talking about the experiences of celebrities or well-known individuals
Sharing research related to the topic

Whether preparing for a live or virtual event, include one to two stories to make your content more relatable. This will encourage your audience to pay attention. You can also crack a joke to lighten things up – but don’t overdo it.

5. Display Thought Leadership

Reports show that nearly 68% of individuals view field experts as thought leaders. A thought leader can garner added credibility and trust from an audience.

Another study has shown that 55% of consumers were more likely to buy a product due to leadership influence. 60% of executives invested in a solution or product they had no idea they needed before being influenced by leadership content. To become a thought leader, you need to not only make use of your expertise but also get insight from current trends and other experts. You can do this by:

Identifying market or industry changes
Avoiding a fixed mindset
Using Google Trends and other tools to look for topics that will garner attention
Looking for breakout sessions and conference keynotes on your topic or niche
Showing the audience you are an expert by being aware of the latest trends
Holding webinars and participating in business conferences as well as industry events to stay on top of your game

Endnote

Public speaking is a practical and effective strategy to grow your brand if utilized correctly. Make sure to post updates on social media to attract individuals that might be interested in participating in your events. This will allow you to build a strong audience that looks forward to all your future events.