eBook

10 TIPS FOR USING

FOR LEAD GENERATION

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 SlideShareFor Lead Generation

3 /14

Click Here for Kinvey SlideShare Example.

#1

Base Your Presentation on a Topic you are an Expert OnThe 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 /14

#2

Your Title Slide is Your HeadlineJust 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 /14

#3

Optimize Each Presentation for SEOIn 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.

6 /14

#4

Integrate Your Presentations Across Multiple ChannelsSlideShare 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 /14

#5

Come out of the Gates SwingingMaking 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.

8 /14

#6

Take it on the RoadAs 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 /14

#7

Repurpose and then Repurpose Some MoreChances 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 /14

#8

Check the AnalyticsSlideShare 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 /14

#9

Turn on the Forms OptionThis 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 /14

#10

Add Your Presentations to Your Personal LinkedIn ProfileLinkedIn’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 /14

ConclusionWith 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.

About MarketoAbout 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. Headquarters901 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

EMEA Ltd.Cairn House

South County Business Park

Leopardstown

Dublin 18, Ireland

Tel: + 353.1.242.3000