You need to master effective and clear marketing presentations whether you’re a writer, marketing specialist, or anyone working with front-facing business communications.
Clear and well-structured marketing presentations can be used for many purposes. Here are a few examples:
- Delivering a keynote address at a conference or networking event.
- Proposing new campaigns or initiatives to the company’s leadership.
- By conducting a webinar for customers or prospects.
- Creating, repurposing, or sharing content on social media
To make it as clear and effective as possible, there are some guidelines to follow.
Consider Your Audience When Making a Marketing Presentation
It’s essential to make marketing presentations clear and effective by making them about your audience.
Empathy is a virtue
In order to connect with your audience, you should empathize when preparing your presentation.
In more general terms, empathy involves seeing life through another’s eyes and you can get help on online marketing assignment. It entails understanding, feeling, and experiencing life from the perspective of another.
The best we can do is use strategies and tactics to get as close as we can to experiencing things from our customers’ perspectives.
A key component of understanding the needs and ideas of others is to set aside our own preconceived beliefs.
A marketing presentation begins with setting the tone, which is an important first step.
Understanding the environment of your audience
In what ways will your presentation be interacted with by the average audience member? How will they view it? Where? Are they required to attend or do they choose to attend?
We can put ourselves in the position of the audience member by answering these questions and making sure that we are not blindspots as presenters.
Customer Personas: Define them
Our goal now is to better define who our target audience is, now that we have explored some techniques and tactics around empathy. We will use these techniques and tactics to define your unique readership and customer base.
To do that, we will draw on a combination of existing data and future projections.
Analytical Persona
Data from existing sources is used to create the first persona. The data should be tracked using analytics or CRM software, and some basic analysis skills are needed.
The value of the data that can be discovered through a simple exploration of the data makes the effort worth the investment of time and resources.
The following personas were developed by former Pinterest marketer Casey Winters using analytics data:
- Core
- Casual
- Marginal
- Dormant
Pinterest, for example, may desire to help casual users do more of the daily activities done by core users. A presentation can be created to teach this casual audience how to migrate into the core audience.
Personas for products
The product personas are similar to the analytics personas since they focus on existing customers or readers.
A back-and-forth of phone calls, surveys, and other qualitative data sources is usually employed in this process.
Marketers’ personas
Marketing personas are different from our first two examples because they are projections. The audience you are targeting will be different than the audience you already have.
We can target and pursue a target market by developing a marketing persona.
Your marketing presentation should create value quickly
Concentrate on What You Want to Say
People will want it if you make it. Unmet needs that have just become fixable are among the most valuable things in life. Whenever you find something broken that you may be able to fix for several people, you have found the gold mine.”
A quote from venture capitalist Paul Graham describes how creating value is the central element driving interest in business, marketing, and content presentations.
You have to create something valuable to run a successful business.
Any successful marketing presentation will also communicate how you intend to create value for your audience.
There are several different forms of value you can create, but the purpose is always the same: to make someone’s life a little easier.
Get a Better Understanding of Your Audience
Our marketing presentations draw attention to a potential audience member because of the underlying motivators.
A great visual example of this is the Jobs to Be Done website. Despite purchasing a skateboard that must be assembled, a good skater and the ability to perform tricks is what they want.
“We make cosmetics in our factories, but we sell hope in our drugstores,” said Charlie Revson, founder of the cosmetic company Revlon.
Revlon’s customers value Revlon because it meets a core emotional need.
Create an audience that is transformed
As humans, we have certain limitations that allow us to create value for our audience. Without help, most of our audience members cannot alter their personalities or overcome obstacles. Our lives progress when we introduce new tools and ideas.
This is the life that our audience member has accepted. Then she encounters your presentation and everything changes. There is a chance for her to make a difference.
Final words
In more general terms, empathy involves seeing life through another’s eyes. Clear and well-structured marketing presentations can be used for many purposes. Pinterest, for example, may desire to help casual users do more of the daily activities done by core users. Marketing personas are different from our first two examples because they are projections. The audience you are targeting will be different than the audience you already have. People will want it if you make it. This is the life that our audience member has accepted. There is a chance for her to make a difference.
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