The availability of premium SlideShare features means marketers can now incorporate SlideShare presentations into their marketing plan. Here are some tips for how to use the software effectively.
On August 20, SlideShare (which LinkedIn bought in 2012) announced that it would no longer charge users for pro-level features. The change was made, the company declared, "so that everyone will be able to broaden their audience and improve their SlideShare uploads via detailed insights."
These formerly paid-only features include:
According to the company, the migration of pro-level features to unpaid accounts will not be immediate, but will happen sometime between now and the end of 2014, with each feature being released one at a time.
Opening up pro-level features to the larger business community is a big deal. Why?
If you decide to take the SlideShare plunge, here are some things to keep in mind.
The most popular, widely shared SlideShare presentations tend to be short and punchy. Resist the temptation to simply port your PowerPoints over to SlideShare. Tighten up the content, focus your message, and eliminate any content that doesn't directly support your presentation's main points. Remember, the SlideShare audience is more impatient than any audience you'd find in a corporate conference room. (Frankly, I don't think that 177-page PowerPoints should exist even on a hard drive, much less a public area like SlideShare). On SlideShare, less is definitely more, but don't go overboard with brevity - a three-page presentation with your logo on final screen looks like a cheap piece of promotional literature, not a presentation that actually imparts useful knowledge.
There are a lot of SlideShare presentations that fail to impress because they're so obviously repurposed PowerPoint slides replete with PowerPoint fonts, bullets, animations, etc. To succeed on SlideShare, you need to create something that looks fresh and unique. There are a number of free, cloud-based presentation-generating services, including Canva and Haiku Deck, that can output presentations that break the PowerPoint visual stereotype. While there's some learning curve associated with getting up to speed on these services, the results are definitely worth the time invested.
Unlike a presentation shown in a conference room, where, if the presentation is successful, the next action to take place is a sales discussion, your goal on SlideShare is to convince your presentation's viewer to click on an embedded hyper-linked image, usually placed in the presentation's final screen, which will take him/her further into your sales funnel. Many presentations on SlideShare simply end on the words "Thanks!" or trail off inconclusively. This is a huge lost conversion opportunity. So is routing people from your presentation to a generic home page. Use the same landing page principles you apply in PPC - create a granular destination page that's as relevant as you can make it to the presentation it's being linked from.
Image via Shutterstock.
Kevin Lee, Didit cofounder and executive chairman, has been an acknowledged search engine marketing expert since 1995. His years of SEM expertise provide the foundation for Didit's proprietary Maestro search campaign technology. The company's unparalleled results, custom strategies, and client growth have earned it recognition not only among marketers but also as part of the 2007 Inc 500 (No. 137) as well as three-time Deloitte's Fast 500 placement. Kevin's latest book, "Search Engine Advertising" has been widely praised.
Industry leadership includes being a founding board member of SEMPO and its first elected chairman. "The Wall St. Journal," "BusinessWeek," "The New York Times," Bloomberg, CNET, "USA Today," "San Jose Mercury News," and other press quote Kevin regularly. Kevin lectures at leading industry conferences, plus New York, Columbia, Fordham, and Pace universities. Kevin earned his MBA from the Yale School of Management in 1992 and lives in Manhattan with his wife, a New York psychologist and children.
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