The Marketer’s Guide To Generating Leads With SlideShare
As a marketer, you need to at least have the SlideShare basics under your belt
The SlideShare basics:
- You’ve uploaded a few presentations.
- You know you need a compelling story, beautiful design, enticing call-to-action, and solid promotion plan — and you’re comfortable executing on all of that in your slides.
- Note: If you want to get up to speed on the basics of SlideShare, here are instructions on how to get started, tips for making your slides even better, and several different presentation templates (download one here, and another here).
Even if you have the SlideShare basics down, you still feel like there’s still more you could be doing with the platform, right?
You want better copy, design, promotions, CTA’s and results (usually in the form of leads).
If this sounds like you, I’d recommend you keep on reading for an in-depth guide to generating leads on SlideShare showing you how to design, optimize and promote your presentations to get more traffic and leads written by Ginny Soskey, the Section Editor for HubSpot’s Marketing Blog
The 3 Key Elements to Optimizing Your SlideShare Presentations
- Titles are arguably the most important part your SlideShare — it’s the only part of the presentation most people will see before they decide to view it, particularly in social media
- Here are some formats you should try out to boost your traffic:
- Go Negative
- Being a Debbie Downer can come in handy with your titles.
- Try opting for the “worst” angle instead of the “best”
- Include Numbers
- According to a headline analysis by Conductor, the most preferred headline format by surveyed individuals was numbered headlines
- Keep Your Title to ~55 Characters
- You should keep your titles to 55 characters or so to avoid having your headline cut off in search.
- Cover optimization is less about using red instead of green or choosing Helvetica over Impact, and much more about making your presentation readable (and enticing) no matter who you are or what technology you’re using to view it.
- A few tips to keep in mind:
- Create Covers With Facebook Cropping in Mind
- Right now, SlideShare doesn’t allow you to select a preview image for social networks.
- So if you haven’t optimized your cover properly, Facebook may crop your cover thumbnail is a weird, unreadable way.
- To make sure your slide cover is readable, even with Facebook cropping, make sure all of your key information fits in the bounds of Facebook’s image dimensions.
- Text Should Be Readable at Small Sizes
- You don’t know how people will be viewing your cover.
- They may be clicking through the presentation in a tweet, or viewing it on their phones, or just looking at thumbnails on SlideShare’s homepage.
- You want your text to be readable in all of those situations, so opt for large, bold text on your cover.
- Use High Contrast Colors That Work for Colorblind Audiences
- Part of getting people to notice your cover in the sea of other SlideShares is to use colors that pop.
- Make sure that you’ve choosen at least one vivid color in your color scheme to get your cover to be noticed.
- But when picking colors in your cover, you should also consider your colorblind audience’s needs.
- Make sure that your chosen colors have a high enough contrast (both in the brightness and in the hue) so that you’re not alienating a decent chunk of your audience.
- Be sure to check out this article for fabulous tips on designing for a colorblind audience.
- Ginny recommends using 60 slides as your starting point, and then testing for yourself to see what your audience likes.
Now, let’s talk about the tactics you can implement to get people to convert on your SlideShare
How to Design Your Presentation to Convert
Before you start sending people to your SlideShare, you need to make sure you’ve got it optimized for conversion — otherwise, all of that traffic will be a waste.
Below are 3 tips for getting your SlideShare primed to convert visitors……
1) Include clickable CTAs throughout your presentations.
- One thing many marketers overlook on SlideShare is the ability to place clickable hyperlinks in your presentations.
- It’s super simple to do (here are some easy instructions to follow to set them up), but there are three very important rules to follow when placing them in your presentations:
- Don’t place them in the first three slides.
- SlideShare disables links in the first three slides of every presentation to discourage people from spamming the site with light presentations filled with links.
- So if you’re going to add in clickable links, know that you can only do it after slide three.
- Only place links in the middle of the slide.
- On every SlideShare, there are areas on slides that you can click to advance to the next slide or return to the previous one.
- If you put links in these areas, they won’t work.
- Place important CTAs early on in the presentation.
- Even if you can hook someone with a great story, compelling copy, and fluid design … they may not want to stick around.
- By placing the CTA early in the deck, you can get more people to see it — and maybe convert on it, too.
- Ginny suggests putting your first CTA right after your slides’ introduction.
- That way, people have enough time to understand why the presentation was created in the first place, and they can choose to convert if they’re bored.
2) Make a CTA the last step of the story.
- You’ve already mastered this SlideShare storytelling thing — why not make that story work harder for you?
- Set up properly, you can actually use your story to entice people to download the CTA.
- Usually, people will publish a story with a set number of steps or tips.
- At the end, they’ll tack on a slide with a relatively random CTA to their website.
3) Disable SlideShare’s PDF download and create a specific CTA within the presentation to download a high-resolution version of the presentation.
- Every SlideShare presentation has a built-in option for users to download the presentation.
- The only problem is that they don’t have to fill out a form to do that — they can just click “download” at the top of a SlideShare presentation.
- So if you’re using SlideShare as a lead generation tool, this could be hindering your efforts.
- One way to give the people what they want (free download!) while giving you what you want (leads!) is to disable your presentation’s downloads via SlideShare and add a slide to your deck with a CTA to download the slides via your site.
- The great part about this tactic is that once you get people to your landing page, you can serve them targeted smart content to make their conversion process even easier — and your lead volume increase.
How to Get People to View Your Presentation So They Can Convert
- For your presentations to actually generate leads, you’re going to need to ramp up their traffic, too.
- Below are 6 pro tips for doing just that:
- 1) Optimize it for search engines.
- The great thing about SlideShare is that it’s a very high-ranking domain — so the content you put there has a good chance of ranking highly if you optimize it properly.
- Optimizing your SlideShares is very similar to optimizing your blog posts — make sure you’ve keyword optimized your titles and descriptions.
- The only other thing you should know about is that SlideShare automatically transcribes your presentation — so if possible, make sure your presentation has been properly optimized with keywords
- 2) Embed your presentation on your blog and include a blog post link in the description of your SlideShare.
- One of the easiest ways to promote your SlideShare is to embed it on your blog.
- Not only will this help you get leads via the SlideShare itself (more on that below), but the blog post itself should have a CTA on it, too — giving you more opportunities to convert someone into a lead.
- 3) Share the link on social networks.
- Promoting content on social networks is probably one of the first things you would have done anyway, but there are a few tips and tricks for making your social posts even better for SlideShare promotion.
- We’ve already talked about Facebook a bit.
- Outside of optimizing your cover to be shared on Facebook, there’s not much more you should do for the network.
- Twitter, on the other hand, should be handled differently.
- Now, Twitter embeds SlideShares in tweets, so people can view your presentation without clicking through to SlideShare.net. P
- To ensure that happens, you just need to share a link to your SlideShare directly — not the blog post hosting your SlideShare.
- This link can be shortened though — the presentation will still appear within your stream.
- Just like Twitter, LinkedIn also allows people to click through SlideShares without leaving their news feeds.
- 4) Add prominent “Share This Presentation” CTAs within the deck.
- Let your current SlideShare viewers generate more traffic for you by prominently including “share this presentation” CTAs throughout the deck.
- These types of CTAs only work when they’re prominent.
- 5) Notify interested customers and leads via email.
- The key is to make your email about two things, and two things only:
- 1) Viewing the presentation
- 2) Sharing the presentation with others if they like it.
- 6) Targeted outreach to industry blogs.
- After your SlideShare has accumulated some views (thanks to your above promotions), you’ll want to reach out to a few industry blogs to see if they’ll want to cover it.
- Remember to make your pitches super targeted — don’t blast out your SlideShare to anyone who’ll listen.
When you’re analyzing your success with SlideShare, don’t forget to look beyond views, clicks, and leads.
One of the best things about SlideShare is that to tweak your presentation, you just need to re-upload an updated version — no need to start from scratch every time you need to make a change.
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To Your Success,