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Recently, one of our speakers, Louis-Philippe Loncke, wrote to us with a new idea called the Digital Marketing Canvas. He talked about how it helped him stop making assumptions, which improved his marketing decisions.
Louis-Philippe suggested this could be beneficial to speakers, if we could customize it specifically for speaking events.
We could immediately see the benefit—but before we get into our customized version, let’s first explain exactly what a Digital Marketing Canvas (or DMC) is, and why it is helpful.
A Digital Marketing Canvas is a practical, one-page printable sheet, ideal for brainstorming and outlining a strategy.
It works best when you use it as a co-creation tool—you clarify what your needs are, the needs of your client, and what you can offer your audience.
It pulls together all the needs into one structured document that you can easily reference at any time during your collaboration.
If you are already familiar with DMC’s and would like to get right to the download, here is the link:
We’ve heard time and time again from some of our most successful speakers that one of the top ways to build a loyal fan base, get repeat speaking engagements, gain a competitive edge, and most importantly, engage your audience—is to cater your talk specifically to them.
If you’d like to give a talk that will make an impact, you are going to need to adapt it specifically for the people who are going to be listening to you.
If you want event organizers to hire you time and time again, make sure you are hitting the event’s needs as a speaker.
If you want to make connections with influencers and industry experts, start connecting with them online before you even get to the event.
This is where the Speaking Model Canvas can help.
It is the starting point that will help you work with the event organizer, incorporating elements that range from what expertise you can offer, to where to find the audience on social media.
Let’s dive into our customized version of the Digital Marketing Canvas, specifically adapted for speakers.
The one-page framework has 11 specific sections: Event’s mission, event’s vision, value propositions, speaker’s expertise, talk’s top takeaway, promoting the event, influencers, social media, event’s audience, offer, and event details.
The version we’ve created looks like this:
Download the blank canvas here.
Event’s Mission: The event’s purpose and reason for being.
Event’s Vision: The event organization’s long-term, aspirational business goals.
Value Propositions: What the talk will offer the audience.
Event’s audience: The target audience for the event.
Speaker’s Expertise: what relevant experience and expertise can the speaker offer, specific to the event
Talk’s top takeaway: what the key goal of the talk is
Promoting the event: How the speaker can help promote the event
Influencers: who the top influencers at the event will be
Social media: what the expectations are, main channels, and hashtag
Offer: Money offer from the event + additional other offers
Event details: venue, date, and time(s)
When you are in the discussion phase with the event organizer, make notes in each section.
The reason this is so effective is that it ensures you aren’t making any assumptions about what the event organizer needs from you, by clarifying what you’ll be giving to (and getting from) the event.
It will also collect and store in one place all the top-level information you need to know before getting on stage, in a form that you can easily reference time and time again before your presentation,
If you’d like to take your pre-talk discussions to the next level, read these articles:
Want to book more speaking engagements? Get listed on SpeakerHub. Find out more here.
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