Mic Drop Marketing: How Speaking Drives Business Development

“If you get me in front of the prospect, I can close them.” We hear this all the time. But if speaking engagements aren’t part of your marketing mix, you’re leaving business on the table. 

Speaking is one of the fastest ways to show off your expertise, build trust and connect directly with decision-makers and referral sources. You may not walk off stage with a new client or deal in hand, but you will have planted seeds, created face-to-face moments and positioned yourself as the go-to authority in your space. 

So why don’t more professionals leverage this tool? Because they underestimate what goes into it – choosing the right stage, crafting proposals that stand out and squeezing every ounce of ROI from a single talk. Done right, speaking isn’t just visibility, it’s a business development engine. 

Here’s how to get the most out of the podium. 

Speaking Builds Instant Credibility 

The second you take the mic – whether at a national conference, local seminar, or even a virtual webinar – you’re automatically positioned as an authority. Audiences naturally associate presenters with thought leaders, which makes speaking one of the most efficient ways to demonstrate knowledge and build trust. 

And the payoff doesn’t end when you step off stage. Speaking accelerates relationships, putting you in front of people you might never reach otherwise. Each event creates opportunities for new leads, referrals and visibility that compound over time. 

Choosing the Right Stage 

Not all speaking opportunities are created equal. A big keynote may sound impressive, but a smaller industry panel packed with your target audience can be far more valuable. The goal isn’t just to be seen, it’s to be seen by the right people. 

Local and regional events often deliver just as much value, if not more, than national conferences since they offer closer connections and more face time. And don’t overlook webinars. Virtual programs expand reach, while in-person events deepen engagement. Both can be powerful if they match your goals. 

A simple way to stay focused – create a selection matrix that helps you identify which opportunities will get the most mileage. Weigh factors such as: 

• Audience quality: Are they potential clients or peers? Even more specifically, is this a high-quality potential client / referral source? 

• Prestige: Does the organization boost your credibility?  

• Networking value: Will you have real access to attendees? What are other perks, e.g. will you get the list of conference attendees beforehand? 

• Repurposing potential: Can you turn the talk into articles, blogs, or videos? Can you arrange an interview with a local member of the press at the conference? 

• Investment: Is the cost of time and budget worth it? How does it stack up against the cost of other marketing initiatives? 

The right opportunity depends on your strategy. If visibility is your goal, pursue the big stage. If lead generation is the priority, aim for a targeted room. 

Balancing Opportunities Inside the Firm (a nice way of saying “internal politics”) 

Speaking can be competitive internally, but not every opportunity is right for every professional. While senior partners may be better suited for marquee stages, younger professionals shouldn’t be left out. They can co-present, join panels with peers, or support content development. This builds their visibility while strengthening your bench for future opportunities. Plus, if you want to talk about stickiness at your firm, one factor is how much marketing support they get. 

Landing the Speaking Spot 

Here’s the truth: getting selected as a speaker takes persistence. Submissions can open a year in advance, program committees rotate and competition is fierce. An annual conference might have room for just 20 presenters out of thousands of proposals. 

Don’t be discouraged by rejection. Stay visible – attend events, volunteer, contribute articles, and keep submitting thoughtful, well-aligned proposals. Consistency pays off. A few ways to boost your chances: 

• Build relationships: Get to know decision-makers before you pitch. Show up as a contributor, not a stranger. 

• Focus on value: Highlight what the audience will learn, not your resume. What can you give the audience that no one else can? 

• Pitch panels: Organizers love panels with diverse perspectives. Bring others to the table to make your session stronger. 

• Follow the rules: Every event has different submission guidelines. Pay attention and identify ways to stand out within those guidelines. 

Delivering a Memorable Presentation 

Secured the spot? Now comes the difficult part: your delivery. 

• Engagement tools: Incorporate thought-provoking questions, an audience poll and short, illustrative stories or examples. Interactive elements keep attendees engaged and reinforce key points. Storytelling, humor or surprising statistics can create moments that stick. A short case study or personal anecdote can make abstract concepts tangible. 

• Visuals that enhance, not overwhelm: No one wants to stare at a boring, text-heavy PowerPoint. Use fewer slides and focus on visuals and storytelling. Slides should support what you’re saying, not repeat it. Infographics, diagrams or even short video clips can make information more memorable. 

• Clear takeaways: Ensure attendees leave with actionable insights. Summarize key points and provide resources or follow-up materials, such as handouts, links or QR codes, so your session continues to provide value after it ends. 

• Adapt your delivery to the format: Webinars often require more energy, verbal cues, and direct audience engagement, while live audiences benefit from visuals, gestures and eye contact. Adjust pacing, volume and interactivity depending on the medium. 

• Rehearse, rehearse, rehearse: Practice pacing, tone and energy. Focus on connecting with your audience’s pain points and showing how your content delivers real value. Record yourself and watch it back to see where you can make improvements. 

The goal isn’t just to inform, it’s to connect and be remembered. 

Extend the Impact Beyond the Stage 

The real ROI comes from what you do before and after the talk. 

• Promote beforehand: Post on your website, newsletter and social media. Tag the organization and co-speakers. 

• Amplify during: Share photos, behind-the-scenes moments and engage online with attendees. 

• Repurpose afterward: Turn your talk into blogs, client alerts, short videos, or follow-up emails. Pitch the topic to another organization.  

Speaking once is good. Leveraging one talk into many pieces of content is smart marketing. We call this squeezing every drop of visibility from the effort. 

Should You Ever Pay for Speaking? 

We’d be remiss not to address the elephant in the room: should you ever pay for speaking? You might be thinking, “Wait, some speakers get paid, but we have to pay organizers to speak?” The answer is yes, unless you are a sought-after keynote speaker who earns speaking fees. Many opportunities come with a cost – whether it be a formal “pay-to-speak” fee, or a sponsorship. Call it whatever you like, but the only metric that matters is ROI. Will this audience put you in front of the right decision-makers, referral sources, or potential clients? If yes, it’s an investment, especially if you maximize the opportunity beyond the talk itself. 

Partner with a Trusted Marketing and PR Agency  

Berbay Marketing & Public Relations has three decades of experience providing law, real estate and financial firms with strategic marketing and public relations services that propel your business forward. Berbay’s dedicated team has demonstrated success securing media placements, achieving nominations and rankings, revitalizing websites and social media, obtaining speaking engagements, and more.

Looking to grow your firm with a proven marketing and PR team? Contact Berbay at 310-736-9168 or info@berbay.com