The time is ripe for Badassery!

Goal #1

Increase awareness of and engagement with Badassery, targeting both bookers and speakers.

Goal #2

Create new opportunities for increasing bookings.

Goal #3

Establish an authentic speaker-focused community.

Badassery has an incredible opportunity for growth. As a small, scrappy, hungry team, our biggest resource hurdle is time. That’s why this plan emphasizes using what we have (because it’s good), and our efforts should be on developing and building out content. Social media is the cheapest and simplest voice piece and is likely to be highly successful even without paying for advertising campaigns.

There are a lot of items to cover in this plan, but it’s not all meant to be accomplished at once. Instead, we should approach it like so:

Initially, we focus on the content that will have the longest staying power: a podcast and a lead magnet. As the anchors for our target audience (public speakers and event planners), they need the greatest priority.
Then, we build out our content calendars for both social media and the Badassery community.
From here, we focus on creating content and gathering metrics, tweaking the strategy as necessary.
Dial in the influencer program and begin planning a Badassery convention/online event.

Goal 1 Breakdown: Increase Awareness & Engagement 👀 ‼️

With almost 4000 followers across Instagram and LinkedIn, and the followers Badassery speakers have, we have an excellent foundation.

We should aim to increase followers and reach by 2x within a year across social media channels, increasing site traffic and bookings.

Our biggest opportunity for growth is in content creation. Badassery needs an anchor for its efforts, and the best anchor for brands is a podcast. It’s low-budget and can be retooled for use across multiple channels.

Tactic ****	Blueprint	Action Items
Establish Badassery as THE subject matter expert in public speaking.	Create and repurpose informative content based on public speaking & hosting successful corporate events.	- Clarify brand voice and message.

Create a content calendar and strategy.
Set up a database for all Badassery events (text and video) to draw from.
Start the Badassery podcast / join other podcasts as a guest.
Create written content for text-friendly channels (blog, LinkedIn, email) | | Build our social media presence across multiple platforms. | Using our subject matter expertise, filter content into the appropriate channels. Post regularly and re-use content to reduce legwork. | - Use YouTube to share the podcast and recordings of events.
Take clips from long form content and funnel into TikTok, YouTube Shorts, and Reels
Create unique content for short-form videos based on subject matter, allow opportunities for spontaneous videos that are less informative and more entertaining.
Prioritize written content for LinkedIn | | Leverage our network to multiply our reach. | Incentivize and encourage Badassery speakers to share and promote our content. | - As part of the application to join Badassery, make sharing a certain number of Badassery posts and content a requirement.
Look for opportunities to cross-promote, i.e., invite Badassery speakers onto the podcast, share content speakers create
As part of our community efforts, start an influencer program with the most prominent community members | | Experiment with guerrilla methods. | Make use of non-traditional and surprise opportunities to inspire viral reach. | - Do “lives” on social media with prominent speakers for spontaneous and candid conversations.
Stage pop-up style in-person speaking events.
Do a series of hot-take style content on public speaking. |

Goal 2 Breakdown: Sales Growth 🤑

With the above content & engagement strategy, sales and bookings should increase significantly. But more traditional marketing methods (lead magnets, landing pages, etc) will streamline the conversion of website visitors into bookings. These are relatively low budget options, requiring some long-form content and a few custom web pages.

Hosting online events is another low-cost sales option. A large online conference generates buzz and leads, and is a similar cost whether it’s large or small.

The website could also use some improvements to better funnel users into bookings.

Tactic ****	Blueprint	Action Items
Create lead magnets.	Using the same principle for the growth strategy, our marketing efforts should have a longer-form piece of content that can be spun off and rehashed into other mediums.	- Create an e-book guide for hosting the best corporate events. Spin off the guide into blog posts, videos, an online workshop, and digestible tips.

Create landing pages and content.
Test which forms of content perform best, then reiterate. | | Host online events. | Creating a Badassery-branded conference increases our clout and reach. Utilizing the Badassery network for talent could further reduce the cost of putting the event on. It provides value to event planners and creates more content to use for later. | - Organize and plan “Badassery Con”, an online Zoom (or another platform) conference.
Secure expert speakers in the public speaking space / utilize the Badassery network.
Host the event! | | Add website features and alter its design to facilitate bookings. | Users should be able to learn what Badassery is and how they can book a speaker in seconds. If possible, a live chat option to answer FAQs is proven to increase the chances of users committing to a product.

Additionally, they should have access to more information on speakers beyond their bio and pricing. Users should be able to see clips or a short video from the speaker introducing themselves. | - Un-bury Badassery Services from the top menu.

Add a “book a speaker” button to the top of the website.
Add feature to see watch curated clips from each speaker’s events / require speakers make a short intro video. These can be hosted on YouTube, if it’s too costly or resource-heavy to add this to the website. |