6 Key Strategies to Build an Effective Marketing Presentation
As part of your brand or company’s overall marketing strategy, you will need to create marketing presentations and present them as part of your front-facing business communication. Marketing presentations may be done to launch a new product, to answer user questions, to show new creative expertise, or to pitch ideas to investors. You can do this through a PowerPoint or Keynote presentation for your blog, for a webinar, or a live conference pitch.
Professional PowerPoint presentation services can help your brand to achieve more in less time since creating marketing presentations from scratch is no easy task. In the process of coming up with a specific marketing presentation for a niche audience, such a service can also help your brand or company develop the following.
- A marketing strategy slide deck, which is a series of key slides that form the base plan for your brand or company to pitch to, attract, and retain customers.
- A digital marketing proposal template which is the presentation base plan for your digital channels such as social media and blog pages.
- An overall marketing plan template, adjustable for different audiences and market niches.
So, how do you create a marketing presentation that resonates with your audience and seals the deal for the most part? Here are 6 key strategies to keep in mind as you build a marketing presentation.
Know Your Audience & Make the Presentation About Them
Your audience is unique and distinct from other audiences. You need to know what works for your audience and what doesn’t. This includes the general orientation of folks to social and commercial issues. For example, your audience may be a group of millennials willing to spend significantly on a new tech gadget. Or a group of female professionals in their mid-to-late twenties who spend a good amount of their disposable income on beauty products.
As you develop the marketing presentation, always have the audience in mind, be empathetic, and think about the questions that they would ask and the solutions to these questions. Make the presentation about your audience and keep this in mind, even as you create your slides or choose your marketing visuals. An audience will almost instantly know whether a good value is being created for them or not.
Getting the Concept and Presentation Topic Right
Appropriate design, powerful branding, and precise content are all some of the things that you should worry about. Think about it in terms of the content formats that your audience prefers and how they engage with the content put out. A good idea is to always pool all your ideas on paper first before settling on a single concept.
With time you will be able to know which content types raise a reaction from your target audience, which content types convert, and what calls-to-action raise a profit. To know exactly what the market needs, you have to carry out market research. This then tells you what portion of the market it is that you service, how you can improve your market share, and how to tell a story to this audience through your presentation.
Once you have a concept that you feel will appeal to the audience and the buying culture, you can develop a concept that is unlike the usual ‘linear’ model adopted in many marketing presentations. This method cascades information to the audience in a linear fashion, moving from information on your company first, who the speaker is, etc. Important information that is the value the audience is looking for is presented last. This method tends to alienate your audience, and by the time you start the actual pitch, your audience may be bored or logged out.
Instead, go for the highest value information first, for example, by presenting a hook or catch that is an interesting or shocking statistic that your audience can relate to. This will keep your audience attentive for the rest of the presentation.
Getting the Right Presentation Outline
It may be a new process you are describing, a new product you are launching, an investor pitch, or updating customers with information. Once you have chosen a good topic which you feel your audience can relate to, it is time to create an outline that will form the basis of your PowerPoint presentation.
If you think of your slides as a story that you are telling, your outline will be the framework for that story to resonate with your audience. You can think of doing this by employing an information flow model.
Employ Eye-Catching Visuals and Good Slide Design
Statistically, it has been proven that PowerPoint slides with eye-catching visuals generate a higher reaction than text-based presentations. With other tools such as flow charts, histograms, pie charts, and line diagrams, your audience will give you a better reaction.
Eye-catching visuals go hand-in-hand with good slide design. Good slide design means sticking to one concept at a time on a single slide, optimizing white space, and using large font sizes.
Synchronize Your Presentation Across Devices
If you are doing something for a webinar, speed is of the essence. It is important to have interoperability of files and file types across various mediums. For example, PowerPoint is available for both PC and Mac, while Keynote is available solely for Mac. PowerPoint viewers are also available for different platforms such as iOS and Android, although documents can only be viewed but not edited.
For your presentations, this might include swiping across your phone screen and the results being transmitted to the group presentation screen. This process should be efficient.
Provide a Call-To-Action
Once you have successfully presented all the information and have impressed your audience, you need to clarify direction. How can the audience use the information you have provided to gain more value for themselves? An explicit call-to-action is necessary at this juncture to start or wrap-up the marketing presentation process. This could be anything from registration, download, or recommend buttons.
Remember, Slides Only Support Speech
Some speakers tend to focus solely on the slides and move through these mechanically, yet this alienates the audience and keeps them from engaging with the content. Use your slides to support what you are saying instead of making them the only focus of the presentation.