2. 2 /14
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.
10 Tips for Using SlideShare
For Lead Generation
3. 3 /14
Click Here for Kinvey SlideShare Example.
#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.
4. 4 /14
#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.
5. 5 /14
#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.
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#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.
7. 7 /14
#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.
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#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.
9. 9 /14
#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.
10. 10 /14
#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.
11. 11 /14
#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.
12. 12 /14
#10
Add Your Presentations to
Your Personal LinkedIn Profile
LinkedIn’s purchase of SlideShare last year was a brilliant move. 2013 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.
13. 13 /14
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.
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 94402
Tel: + 650.376.2300
Fax: + 650.376.2331
www.marketo.com
blog.marketo.com
www.twitter.com/marketo
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South County Business Park
Leopardstown
Dublin 18, Ireland
Tel: + 353.1.242.3000
