ebook 10 TIPS FOR USING FOR LEAD GENERATION

Transcription

1 ebook 10 TIPS FOR USING FOR LEAD GENERATION

2 10 Tips for Using SlideShare For Lead Generation The rise of visual content marketing is forcing marketers everywhere to re-evaluate their overall strategy. No longer can a marketing professional rely solely on white papers and blog posts to get their message to prospective buyers and customers. It s now vital to include a visual element across all marketing campaigns. SlideShare is an essential part to any successful content marketing strategy. It s much more than just a place to upload your webinar slides, it s a powerful social community with a reported 60 million monthly visitors. This ebook includes 10 tips that can help you turn SlideShare into a lead generating machine for your business. 2 /14

3 #1 Base Your Presentation on a Topic you are an Expert On The goal of content is to establish yourself as an expert in your field. SlideShare empowers the modern marketer to do this by using highly consumable visual elements. The idea here is to focus on creating SlideShare content that is relevant to your target audience, but remember, you should always be looking to push the boundaries a bit. Finding content topics that tie back to your expertise can be a great way to broaden the reach of your content and pull in new prospects on their journey to finding a solution to their problem. Below is a link to great example of this from Mobile App developer Kinvey. Of course they have SlideShare content around their core topic of mobile apps, but they also create content that pushes beyond that initial audience and greatly expands their overall reach on SlideShare. Click Here for Kinvey SlideShare Example. 3 /14

4 #2 Your Title Slide is Your Headline Just as with any form of content marketing, you have only a brief moment to catch someone s attention in the insanely fast paced world of social. Make sure the first slide of your presentation is easy to read and well designed. Doing so will give your SlideShare presentation a much better chance of garnering views, as the topic is now reinforced as your title slide. Pull them in with the headline and keep them clicking through with the content. 4 /14

5 #3 Optimize Each Presentation for SEO In some cases, creating presentations that rank for certain keywords can be much easier than ranking a post on your blog. It is important to include keyword rich titles, descriptions and tags in order to give your presentations a fighting chance in the world of search engines as well as inside the SlideShare search results. Make sure you are spending time writing your titles and descriptions with these SEO factors in mind. The fact that your SlideShare presentation is easily embedded into other sites will also drive SEO results. Each time someone embeds your presentation it serves as an inbound link. 5 /14

6 #4 Integrate Your Presentations Across Multiple Channels SlideShare is especially useful across the social-sphere because it renders easily within a blog, landing page and Twitter, keeping your audience engaged without having to leave their platform of choice for consuming your content. One presentation can be the core content piece to an entire campaign, as seen to the right. In this example, the SlideShare presentation has been integrated and embedded across a company blog, a specific landing page, and embedded socially. 6 /14

7 #5 Come out of the Gates Swinging Making an initial splash and gaining traction with a new presentation on SlideShare can be challenging. Make sure you have a promotion strategy in place before you upload. Doing so will give you a much better chance for making the coveted front page of SlideShare and gaining Hot on status. Before you push that publish button, check with the rest of your marketing team to see if there is any way they can utilize your presentation in their campaigns. Then make sure you have a social plan to drive shares and likes in order to make the biggest impact possible upon posting. 7 /14

8 #6 Take it on the Road As with any solid piece of content you create, its important to have a plan in place to make sure you are getting the most out of your content. This is especially important with SlideShare since there are many opportunities to repurpose a presentation both on and offline. Make your presentation part of something bigger by showcasing it at company meetings, user groups, social meetups, industry conferences, and use it in a webinar or two. 8 /14

9 #7 Repurpose and then Repurpose Some More Chances are you already have whitepapers and/or case studies that can be repurposed into visual presentations. This is a great opportunity to turn this content into a visual SlideShare presentation. In the link below, Jay Baer turned a static white paper into an interactive SlideShare presentation. This is a fantastic way to repurpose content and have it hosted in multiple formats. Jay offers this content as an ebook and a SlideShare presentation giving his audience a choice on how they prefer to consume the content. In addition, the SlideShare presentation is easily shared and embedded across the web for extra SEO juice. Click Here for Jay Baer SlideShare Example. 9 /14

10 #8 Check the Analytics SlideShare has a fantastic analytics dashboard for its pro customers that show some very helpful stats around each of your presentations. If you are planning on using SlideShare as part of your overall content marketing strategy, then the pro account is a great investment. Measuring the key metrics around your presentations is essential to see which ones are performing well. You can view the referring traffic, a breakdown of where the audience is coming from, and much more. This type of info is vital for guiding the decision making around what type of content to produce. 10 /14

11 #9 Turn on the Forms Option This is where SlideShare shines for lead generation. SlideShare has the ability to embed a lead generation form at the end of your presentation. You have the option to have a form pop up after your presentation is complete where users can enter their information to download the presentation and learn more about your company. You can then export these names and follow up accordingly. If you are using a marketing automation platform, you can sync these names directly into your database and trigger alerts based on keywords that indicate the user is interested in buying. 11 /14

12 #10 Add Your Presentations to Your Personal LinkedIn Profile LinkedIn s purchase of SlideShare last year was a brilliant move will likely see many more integrated features. For now, you can easily embed your presentations on your personal LinkedIn profile for additional views and credibility. 12 /14

13 Conclusion With a bit of careful planning and cross functional alignment of your goals, the results are tremendous. Here are the highlighted results from Marketo s recent SlideShare efforts. Visuals are vital for breaking through the noise by reaching prospects and customers in today s attention economy with a unique message. Utilizing SlideShare and implementing the tactics mentioned above can both complement your static content, while offering up yet another way for your content to be consumed in a much more interactive and visually stimulating way. Combine that with the rich analytics and SlideShare s overall flexibility, and you have a fantastic channel to pull in new leads while nurturing the ones you already have. 13 /14

14 About Marketo About Marketo: Easy, Powerful, Complete. Marketo uniquely provides easy-to-use, powerful and complete marketing software that propels fast-growing small companies and global enterprises alike. Marketo s marketing automation and sales effectiveness software including the world s first integrated solution for social marketing automation streamlines marketing processes, delivers more campaigns, generates more win-ready leads, and dramatically improves sales performance. With proven technology, comprehensive services and expert guidance, Marketo helps thousands of companies around the world turn marketing from a cost center into a revenue driver. Known for providing breakthrough innovation and fueling explosive growth, Marketo was recently named one of America s Most Promising Companies by Forbes, the #1 Marketing Software Vendor on the INC 500, and the #1 fastest-growing private company of 2011 by the Silicon Valley Business Journal. In both 2011 and 2012 the company received the CRM Market Leaders Awards Winner for Marketing Solutions by CRM Magazine. Salesforce. com customers also honored the company with two AppExchange Best of 11 Awards, for Best Marketing Automation Solution and Best Chatter Exchange. U.S.A. Headquarters 901 Mariners Island Blvd, Suite 200 San Mateo, CA Tel: Fax: blog.marketo.com EMEA Ltd. Cairn House South County Business Park Leopardstown Dublin 18, Ireland Tel: