B2B Integrated Marcom: Cheap & Effective Marcom Tool

Integrated Marcom Minute

January 2011

If there’s one thing B2B companies have no shortage of, it’s PowerPoint presentations.  Why not include them in your B2B marcom mix via SlideShare and help boost brand awareness, search optimization and lead generation.

SlideShare not only provides an effective way to repurpose your PowerPoint presentations, it also includes social networking links for commenting and sharing with other social networks including Twitter, Facebook and LinkedIn.  In addition, SlideShare provides code so that others can embed your presentations in their blogs or websites.  Perhaps one of the most valuable benefits to B2B marketers is the SlideShare “LeadShare” app, which turns your presentation into a lead generator.   There’s also aSlide2Lead app that synchronizes leads from LeadShare into SalesForce.

So B2B marcom managers, take an inventory of PowerPoint presentations that are relevant to your target markets.  Good sources of B2B marketing presentations include:  webinars, industry conferences and events, sales meetings, etc.  Remember to contact your sales channels for additional presentations. After you’ve categorized your presentations take the following steps to optimize your presence on SlideShare:

  1. Sign up for your branded SlideShare channel so the url should read www.slideshare.net/your_company_name.
  2. Give your presentation a keyword-rich title.
  3. Write a keyword-rich description.
  4. Use keyword-rich tags or tags relevant to a product or solution for which your prospects/customers may be searching.
  5. Apply consistent brand look and feel to all the presentations you upload.

From my B2B marcom experience, most B2B industrial companies don’t have the budgets to produce video content for YouTube, however, they do have the resources to produce PowerPoint presentations.  Slideshare provides an easy, affordable alternative to online video that can effectively leverage your company’s thought leadership and engage prospects and customers in online conversation.

Think about it…  how many PowerPoint presentations do you have right now that could be generating leads?

That’s Integrated Marcom Minute!

More next time…