Business: Importance of Presentations
for Your Marketing Strategy
You could be marketing a tech product, pushing an innovative concept or launching a wonderful idea. How do you ensure that the marketing pitch is compelling enough for a customer to clinch a buying decision? What makes any marketing campaign a losing proposition or a dazzling success? How do you improve your marketing strategy to create a lasting impact on customers? You achieve all this and more through a credible, convincing, and coherent business presentation.
The style, tone, and delivery of a business presentation can make or break your brand. The most successful marketing strategies create presentations that go beyond stating the obvious. A truly remarkable presentation doesn’t stop at educating the customer. It visualizes business process flow, simplifying strategy road-maps. If you’re successful, you reach the Eureka moment. Customers become convinced that your product pitch will transform their lives.
The business presentation is one of the most effective marketing strategies in existence. It single-handedly builds a lasting bond with customers. It raises your campaign a notch higher than the competition. It creates the tone and ambiance for all buying cycles that follow. Sadly, most business presentations fall flat because they don’t factor all the ingredients that convince customers they’re receiving the ultimate solution.
Is your PowerPoint handicap preventing you from making an impact in boardrooms and industry events? Are you struggling to put together a perfect deck of slides? Here are guidelines for boosting business presentations and adding teeth to result-oriented strategies.
7 Marketing Strategies That Boost Business Presentations and Clinch Deals
Marketing Strategy #1: Bond With the Audience
The average business presentation is packed to the gills with statistical data, reams of print, and graphs that bore the audience. If you want to be remembered long after the event, you need to connect emotionally. You could do with a hook to make your presentation appealing to the audience.
One way is to weave a negative story arc that dwells on the problems and pain that customers encounter. After all, you’re telling the audience what they are already experiencing. They’ll say “Yeah, that’s exactly the situation I’m in.” This stirs an emotional response that keeps the audience hooked to your narrative. Then, you subtly transform into the hero, the harbinger of good news that saves the day.
Marketing Strategy #2: Create a Visual Impact that Connects Instantly
A conference setting presents unique challenges. People may be nursing a hangover from the previous meeting. You may be sandwiched between heavy sessions preceding and following your presentation. All this takes a heavy toll on the audience’s attention span. You’ll lose your audience if you dwell too long on a single slide packed with bullet points. You need to master the art of introducing images frequently and merge each image skillfully into your narrative.
Humans are visual creatures, and we are genetically wired to respond more to visual stimulation than print. According to Adobe’s Social Intelligence Report, posts displaying images produce a 650% higher engagement rate than regular text posts, and this makes visuals a great tool for building a rapport with the audience.
Visuals are powerful ingredients that energize PowerPoint business presentations. How you merge the text, graphics and multimedia determine how professional the presentation becomes. When you add color and depth and a sizzling narrative to visuals, you deliver a story that compels a customer to “see” what you are saying. The audience begins to empathize with you.
Marketing Strategy #3: Connect With the Audience at a Personal Level
There’s very little differentiating your product from the competition. So you have to give the audience something they won’t find elsewhere; that something is your personal insight, the vision that only you can offer. Instead of blending in with the competition, you stand out offering something so valuable that your audience will back you up time and again.
Discard the dry introduction followed by a mind-numbing academic narrative. Narrate a personal story. An experienced presenter narrated the story of his life from dating to marriage and then weaved his personal experiences into a layered explanation of each stage of a complicated tech project.
This approach achieved two objectives. The audience was hooked to the story of a man’s personal journey with the love of his life. You could hear a pin drop. They found it fascinating that real-life examples could deliver a better understanding of a tech project. The personal touch linking the story to the tech narrative made the presentation a memorable and enjoyable experience.
Marketing Strategy #4: Ensure Your Images Are Larger Than Life and of Highest Quality
Don’t ever make the mistake of assuming that the images you see on desktop monitors will pass muster on a larger screen. There’s a huge difference in resolutions. As images are blown up they become blurred and unacceptable for presentations. Always select sharp high resolution and visually breathtaking images that provide awesome backdrops for content.
Images connect directly to the audience’s imagination, empowering your narrative. In PowerPoint presentations, follow two simple rules:
- if you’re handling complex issues, don’t describe the topics – visualize them.
- if the visual impact is superior to the spoken word – let the image do the talking.
Marketing Strategy #5: Stick to Observations Backed by Researched Data
It does wonders to the credibility of the presenter if personal opinions are shelved in favor of research-backed observations. What you conclude from the data you present is more important. Validate your talking points using case studies. This makes your presentation decisive.
Instead of simply saying “Artificial Intelligence is a game changer for businesses,” quote the PriceWaterHouseCoopers Company findings that 72% of business leaders consider AI as a “business advantage.”
If you are arguing that “e-Commerce sales are growing exponentially,’ you’ll be more convincing if you quote Statistic research findings that say “e-retail revenues are projected to grow to 4.88 trillion US dollars in 2021.”
Marketing Strategy #6: Mix the Narrative With Actionable Takeaways
No audience will accept your pitch unless you give them a clear idea of how you’ll benefit them. Presentation experts spend some time highlighting the problem, then present a string of solutions that solve the problem.
Let’s assume we are sitting through a session explaining the power of content marketing. The powerful PowerPoint presenter explains everything that is going wrong in content marketing strategies. Then, provides a string of easy to implement content marketing takeaways. It may start with how frequently one should blog, to the number of guest posts you may allow, and close with tips that boost SEO value in Google. Simply structured takeaways will remain in collective memory.
Marketing Strategy #7: Engage With the Audience, Welcome Feedback
Speakers may become intensely focused on the presentation to the extent that they lose their connection with the audience. The best solution is to get the audience to become proactive and to participate in the session. Posing questions and drawing an audience reaction is a great way of retaining an interest in the topic. Audience feedback also creates room for improvements that can optimize the presentation’s impact.
The Bottom-Line: Give Wings to Your Marketing Strategy – Perfect Your Business Presentation
In the marketplace, businesses are forever searching for creative ways to remain one step ahead of the competition. An effective way of standing out in a crowd is to walk customers through a visually appealing business presentation. It has to be as stunning as it is memorable. Use the right words, position appropriate pictures, weave a story, build up to a researched conclusion, and you have all the elements necessary to create the perfect PowerPoint presentation.