Like social media platforms Pinterest and Instagram, Slideshare’s success is due to the power of visuals.
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Ah, slide presentations. You want to view one of these as much as you want a hole in the head or a severe case of hemorrhoids. Right? Maybe not.
Incredible as it may sound, they are an effective way to reach prospects via LinkedIn’s sister company and platform, Slideshare. It has more than 70 million, business-oriented users. Surprisingly, SlideShare has five times more traffic from business owners than Facebook, Twitter, YouTube, and LinkedIn.
Like many tools, slide presentations or decks are poorly developed and presented by 95% of their users who give the technology an undeserved reputation. And to use them successfully on Slideshare decks have to be especially well-designed. After all, they are not going to have a speaker talking about them. But, maybe that’s a good thing since few presenters are worth listening to in any case.
Design tips for Slideshare
- Your images and graphics must be compelling.
- Keep the aesthetics consistent with your branding.
- The formatting and typography of your text must be easy to read.
- Divide your content into sections with descriptive keyword focused sub-headings.
- Use callouts to highlight specific areas of your slides.
- Use title, organization, and narration slides.
- Tell a dramatic story and keep it simple.
- Make it urgent, useful, and unique.
- Encourage sharing of your content.
- Include a visual call to action.
If your decks are convincing people will like and share them. They can also follow you as a presenter and receive notifications whenever you upload new presentations.
You can add videos and pdfs to Slideshare, but decks work best. A hybrid approach could involve adding audio to your presentations and showing them as a video. This strategy would also allow you to share the content to YouTube.
It’s about research
Most users explore decks for research. As with your blog posts, this is where you want to be seen and heard. People’s need for information results in 8 million plus views of Slideshares per day.
Make sure the content of your presentations fits in with your overall content strategy. Slideshare is also a fantastic place for you to repurpose existing content such as eBooks, series of blog posts, or summaries of white papers.
Tips for effective Slideshare presentations
- Like almost any form of content, your title is the most important part of your deck. Make sure it describes what the viewer can expect and how it will benefit them. It should include your primary keyword phrase.
- Add a description that builds on the promise of your title and convinces the viewer to see your presentation. Include your keywords (toward the beginning) so the deck is search optimized and discoverable.
- Create a kick-ass cover that people cannot resist choosing. You are competing with all the other thumbnails of presentions with content similar to yours.
- Include links to the content on your website and blog throughout your presentations.
- Add your keywords to the tags for your decks.
Promote your Slideshares
Your decks are no different than any of your content. They need to be promoted to be seen.
You need to sign up for a paid Slideshare Pro plan to advertise your presentations. Like other online ads, you can target viewers with options like their location.
Promote your decks by:
- Embedding them in your website’s sidebar, pages, and blog posts.
- Sharing them on your other social media platforms.
- Mentioning them in your email communications.
- Embedding one in your email signature.
Monetize via lead collection
Monetization on Slideshare works via collecting leads.
You place a customizable form within your deck that gets automatically filled via the information LinkedIn already has from the viewer.
The technology reduces friction and results in more leads. This is provided your presentation has been useful and productive in the first place. The lead collection forms will be more helpful in your promotional decks as compared to educational presentations.
You can place your lead form in various locations and viewers trigger them with actions like these:
- They reach a particular slide you’ve chosen.
- They reach the end of a presentation.
- They click on the Learn more button.
- Someone wants to download one of your decks.
Test the placement of your form. A position in the middle of the deck will be filled out more often. Yet, one at the end may result in better quality leads.
When a viewer fills out the form, their information flows into your marketing automation software like Marketo or Hubspot. Or you if you are disciplined, you can continuously check them manually and download a CSV file.
Analyze your results
Use Slideshare analytics to see which of your decks have the most success.
Which ones do viewers download the most? Which have the most shares? Take the common elements from those presentations and update the less successful decks with them.
What will stay essential
Because of its visual nature, Slideshare can be a valuable social media platform for your small business. More likely than not, you already have presentations you use for your business. Now’s the time to optimize them and put them to work online.
Update: alas not everything lasts. This is worth a read: Has #LinkedIn Ruined #Slideshare?