May 31, 2013

How to promote your site with SlideShare?, the world's leading presentation sharing platform provides unique opportunities to highlight your location and facilities.

The goal of destination content marketing is to provide information for site selectors about your investment destination. One type of it investment destination blogging, another is producing presentations about your destination, included and highlighted your site, and sharing it on SlideShare.

The philosophy. I met more dozen site selection teams, who were responsible to select a new site for their companies. Team members were normally HR specialists, industrial engineers, financial experts, or other colleagues of the company. Sometimes also consultants, but somebody from Deloitte said me: approx. 50% of teams do not employ any site selection/recruiting/real estate consulting agency (I agree with Deloitte). They just try to collect information from the web, make some own request for information, visit the short listed locations, and present the results to the company's board. Team members are corporate professionals, they do generally the first and last site selection in their lifetime - and they have very limited knowledge how to do it. If you support their work, and collect information about your investment destination, make some 'instant presentations', site selection teams will be evaluate your job.

The trick. Nice to do your prospect's job, but how can you promote your site? Simply: highlight your location in your presentation as a place to invest. As one of the most promising site for your client. Avoid pushing sales offers and definitely avoid focusing your site only, but involve and highlight yourself. An example:

This presentation is the #1 hit on slideshare when you search "ssc hungary" (the target industry and  investment destination of my client 'Xanga Office Park'), it has more hundred views and a dozen downloads.

Topics. If you are an economic developer and promote a county in Wisconsin, your investment destination is Wisconsin State, talk about it in your presentation. If you target manufacturing companies, talk about human resources, industrial infrastructure and real estate market of competing locations in Wisconsin - probably you have much deeper knowledge about these topics than your prospects. But be fair: share valid information only, about your county and about competing locations.

The promotion. It's not enough to work well, talk about it. SlideShare also provides free of charge account, so to upload a ppt or pdf presentation is not an issue. The first step in promotion is SlideShare itself: the platform has tremendous traffic from executive level corporate professionals. If you involve some keywords in the title of your presentation, your target group will find your information (continuing the Wisconsin-example, you should use a title like this: "The 8 most promising locations for advanced manufacturing in Wisconsin")
The second step is share your presentation in the proper LinkedIn group. In the previous Wisconsin case, proper groups focus on advanced manufacturing, automotive industry, hightech, pharma etc. And groups focusing on Midwest business are also can be perfect for you.
The 3rd step of site promotion is embedding your SlideShare content into your blog/website. It makes your website 'stickier', website visitors spend more time on your website, they can see around, and it increases the probability to getting a sales lead: a request for information. When you embed content into your blog/website, search engines like Google will highly appreciate it. Google loves embeded contents so your ranking on Google will increase, and you also get visitors from the search engine.

Finally, I cannot overstress: avoid pushing sales presentations. The bad news: your prospects do not care about you. They care about themselves, about their problems. Don't talk about yourself (about your site), talk about your prospect's problems and the solutions provided by your location.

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