5 Tips for Turning SlideShare Into a Lead-Generating Machine
March 28, 2013
Guest blog contributor Jason Miller knows the ins and outs of marketing: He is the social media strategist at Marketo, responsible for spearheading the company's social media efforts by increasing engagement, optimizing for lead generation -- and ultimately driving revenue. He is also a regular contributor to the Modern B2B Marketing Blog. When it comes to marrying his social media chomps with his marketing skills, he turns to SlideShare. Miller shares how he uses SlideShare as a powerful tool to leverage leads:
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 of any successful content marketing strategy for many businesses. 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 unique visitors.
Here are 10 tips that can help you take advantage of this trend in visual marketing and turn SlideShare into a lead generating machine for your business.
#1: Base Your Presentation on a Topic on Which You are an Expert
The goal of content is to establish yourself as an expert in your field. SlideShare empowers the modern marketer to do this using a highly consumable visual element. The idea here is to focus on creating SlideShare content that is relevant to your target audience.
But you should also try to push the boundaries a bit. Look for new content topics that you can tie back to your expertise. This is 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 great example of this from mobile app developer Kinvey.
Of course Kinvey has SlideShare content around their core topic of mobile apps. But they also create content that pushes beyond their initial audience, and this greatly expands their overall reach on SlideShare.
#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 in readers with the headline and keep them clicking through with the content.
#3: Optimize Each Presentation for Search Engine Optimization
In some cases, creating presentations that rank for certain keywords can be much easier to get than a good ranking for a post on your blog.
It’s important to include keyword-rich titles, descriptions and tags to give your presentations a fighting chance in the world of search engines, as well as inside the SlideShare search results.
Make sure you spend time writing strong titles and descriptions with these search engine optimization factors in mind. The fact that your SlideShare presentation is easily embedded into other sites also drives SEO results. Each time someone embeds your presentation it serves as an inbound link.
#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. This allows you to keep 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 below.
In this example, the SlideShare presentation has been integrated and embedded across a company blog, a specific landing page and social platforms. You’ll want to make sure you embed your SlideShare presentations across multiple platforms to get the most out of your visual marketing.
#5: Create Your Promotion Strategy before Publishing Your Presentation
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. Look for all of the opportunities available to you to promote your SlideShare presentation as it publishes. Then make sure you have a social plan to drive shares and likes in order to make the biggest impact possible upon posting. The more shares your presentation receives at a given time, the more likely it is to showcase on the main page of SlideShare.