We can't say this any louder: SlideShare may be the best lead generation tool at your disposal! It should be one of the focal points of your content distribution via your marketing automation schema. We strongly (STRONGLY) encourage you to exploit the daylights out of SlideShare. Here's a great guide:
Data collected by ComScore reveals SlideShare has 5 times more traffic from business owners than Facebook, Twitter, YouTube and LinkedIn (which now owns SlideShare). The following 3 points will help you generate leads with SlideShare.
#1: Make a Compelling Presentation
- Compose with SlideShare in mind. Slide decks created for live presentations may fail on SlideShare. Your slides should “speak for themselves.” Revisit and revise slides that are likely to require explanations.
- Design with care. Highly viewed presentations tend to feature attractive graphics. Your presentation should include powerful images and quality fonts that are easy to read on small screens and maintain a high degree of professionalism on every slide.
- Keep it simple. Presentations may be viewed quickly and in small spaces, so it’s wise to create a deck with a laser-focused message and present your ideas in small bites using as few words as possible.
- Tell a story. Employ classic storytelling practices with a logical sequence and an obvious beginning, middle and end. Break longer works into chapters.
- Employ content marketing best practices. Your presentation will be valued most when its content reflects that you understand your market’s challenges and deliver helpful advice for overcoming them. It won’t hurt to be entertaining too.
- Take risks. Presentations stand out from the crowd when they are provocative, funny or bold. Don’t shy away from edgy ideas with the rationale that you’re trying to conduct serious business. A playful sense of humor helped make “The eBook is the Stud in Your Content Marketing Stable” an extremely popular presentation.
- Understand the capabilities of SlideShare. Your uploaded content will be converted for presentation. Animations will not convert. The best way to ensure the integrity of your work is to save it as a PDF for uploads to SlideShare.
- Invest in talent and quality. If you lack writing or design talent, outsource the work. Plan to spend the time or money it takes to secure the rights to strong photography and illustration.
- Also, services such as SlideRocket and PhotoSnack offer free online slideshow creation tools.
#2: Capitalize on SlideShare Features
- Sharing—you can edit the settings for any uploaded presentation to make it available publicly or privately per your project’s objectives.
- Embedding—code is provided, which makes it very simple to embed your SlideShare assets on your website and blog. Users can also embed your work, which often exponentially expands the exposure of your presentations.
- Video and audio—you can embed YouTube videos in your presentations or “slidecast,” meaning you can sync an MP3 soundtrack. Upload wizards are provided in your My Uploads menu.
- Social sharing—it’s easy to share content or promote the sharing of your content on Twitter, Facebook, LinkedIn, Google+ and Pinterest. In fact, a LinkedIn app allows you to have your SlideShare content fed to your LinkedIn profile page. You might consider targeting a specific social medium because the SlideShare home page features documents that are hot on Twitter, Facebook and LinkedIn.
- Go “pro”—a trio of paid Pro plans are specifically designed to enable you to include customizable lead capture forms, create company branded channels, and collect detailed analytics including performance metrics, user identities and interaction details.
- Following—you can follow other users, mark presentations as a favorite, email content and comment. So, like other social media, you are offered tools to build a community, interact and recognize others.
- SEO—the content of your slides is automatically made into transcripts, which accompany your presentations. When you understand and smartly apply keywords, your SlideShare material can do very well on search engines. (By recent measures, SlideShare amassed 3 billion slide views per month.)
#3: Make Lead Generation Your Objective
- Repurpose with purpose—if you’ve been active in content marketing and social media and have a strong grasp of what works for your business and its objectives, reuse and repurpose your most engaging content for the SlideShare site.
- Examples and testimonials—don’t forget opportunities to deliver proof of concept. That is, highlight real-world success stories and feature testimonials in a fair and objective way when you can.
- Leverage authority—if you’re on a mission to establish authority, draw from the ideas of thought leaders. Cite their work. Endorse their ideas and they might just return the favor.
- Share—SlideShare is a social medium. Follow the content creators you admire and share their work.
- Provide contact information and links—your presentations can include links throughout to generate traffic to your site, media outlets and landing pages. At the end of your presentation, provide the relevant contact information and make it easy to continue the conversation.
- Call to action—if a viewer has made it to your final slide, he or she is interested in what you have to say and is likely to have questions, want more information or want to do business. Don’t be coy. Provide the call to action you seek.