Starting a business is a major endeavor. You need to perform market research, file for a license, create a marketing plan, and build your brand. One way to shorten the process is to become a franchise business owner.
As a franchise business owner, you can tap into the resources and branding of a large brand—while still maintaining the autonomy to run your own business.
If you’re considering starting a franchise business, there are a few things you should know. First, let’s talk about what a franchise business is.
In a franchise business, a franchise owner pays a fee to essentially “rent” a brand name. The franchisee runs the business themselves (or hires someone to run it) and must follow the rules and regulations related to how the brand is used.
For example, many McDonald’s restaurants are franchises, meaning an owner (or group of owners, in some cases) pays McDonald’s to use their brand name, menus, logos, and other business assets.
They run their location, pay McDonald’s to use the name, and keep the remaining profits.
A franchise business is a popular business model because it offers owners the best of both worlds: the support of a large brand and the benefits of owning a business.
A few businesses that offer franchising options include:
Starting a franchise business should not be taken lightly. There are pros and cons to consider before deciding whether to become a franchisee.
Starting a business gives you more control over your life and income. Unlike starting your own business, however, there are specific benefits to buying into a franchise.
Starting a franchise business is sort of like playing video games on easy mode. The franchisor offers support in the form of training, materials, process flows, and branding to make it easier to get your business off the ground.
For example, starting a taco shop could require months for menu development, taste testing, logo design, product sourcing, etc. As a Taco Bell franchise owner, however, much of that work is already completed.
Franchise businesses often have a lower failure rate. When you buy into a franchise, you join a proven business model that works. You also have additional support and business resources that can make a difference in your success.
Building a brand is one of the best things you can do for your business. However, it often takes time and resources. When you buy into a franchise, the branding is already complete. People already know who your brand is and what it represents. This saves you time and creates a built-in customer base you can tap into.
In some cases, you may purchase goods at a lower rate. Many franchisors negotiate contracts with vendors for the entire network, allowing you to spend less on goods and services by purchasing in bulk. However, the flip side of these benefits is you may not choose your vendors, and sometimes the costs are higher.
While there are many benefits to starting a franchise business, there are some drawbacks to keep in mind. You’ll pay licensing fees to corporations, which can eat into profits. You’ll also have less control over some aspects of your business. For example, if you own a franchise restaurant, you may have little to say on the menu or which vendors you use.
Now that you understand the pros (and the cons) of starting a franchise business, let’s get down to the details. How do you get started? Here’s what you need to know.
The first step in starting a franchise business is deciding which business you want to join. Hundreds of companies offer franchise opportunities: which one is right for you? Here are a few questions to ask yourself.
Once you answer those questions, start looking for franchise opportunities. For example, if I am interested in a restaurant franchise and like sports bars, I might Google “best sports bar franchises.” As you can see, there’s plenty of options.
Here are a few other searches you can try. Feel free to swap out key terms to find an opportunity that works for you.
Make a list of your top five franchise businesses, then compare what they offer. How much are licensing fees? Is it a flat fee or a portion of your sales? What resources do they offer? Do they offer financing? What happens if you don’t end up keeping the franchise?
Compare all the features and consider all the drawbacks before making a decision.
By now, you should have one or two top franchise choices. It’s time to dig deeper. How many current franchise owners are there? What are their annual revenue and profits?
What competition will you face? Consider both online and in-person competition. For example, suppose you want to franchise a tax company. In that case, you need to consider how you’ll stand out from online companies like TurboTax and in-person accounting firms in your physical location.
Sometimes buying into a franchise provides a false sense of security. You see how much other franchise owners make and think that is the norm. Keep in mind markets can vary by location and the franchisor has a vested interest in highlighting their most successful franchisees.
Whether you are looking to purchase an online or in-person franchise, make sure there is enough room in the market for additional businesses. If the market is saturated, you may struggle to make sales no matter how much people trust the brand.
The cost to start a franchise business can range drastically from a few hundred bucks to set up a website to millions to pay franchise fees and build a store. Usually, franchisors will list the average cost on their website.
However, sometimes there are hidden fees you’ll need to keep in mind:
You’ve researched all your options and have decided on a business to join. Congrats! Now it’s time to create a business plan. This is one of the most crucial steps, so take the time to create a solid business plan that covers all the bases.
According to the Small Business Association, a business plan should include:
The next step is to create your business entity. The type of business you create might depend on the franchisor you work with. Some might require an LLC or corporation. An LLC protects your personal assets from liability, while a corporation is a tax structure.
You might also choose sole proprietorship; however, that can leave your home and other assets at risk. This guide will walk you through the different options, but I suggest meeting with a tax or legal professional to decide if the structure is right for you.
Keep in mind city and state laws may impact which structure is right for you.
The final step is to find a location for your franchise business. If you are online, the location will likely be a website, but you might elect to have office space as well. If your franchise business has a physical location, make sure to compare sites to find an affordable one that gets plenty of foot traffic.
Don’t just consider the location’s current pros and cons. Research future developments as well. An ideal location today might not be if a bypass is installed right next to you directing traffic away.
On the other hand, a location that is just OK today might gain attention if a large shopping center is built next door. (Just remember that sometimes development plans fall through, so don’t choose a terrible location based on possible plans.)
The cost to start a franchise business varies by business. Some only cost a few hundred dollars, while starting a McDonald’s franchise costs between $1 and $2 million.
It varies by business. The average is usually between $50,000 and $70,000 per year.
Not entirely, no. The franchisor generally requires an initial payment before you can open your business. If you don’t have capital, consider bringing in an investment partner.
1) Identify a business you want to work with. 2) Research current owners and the competition. 3) Determine market interest. 4) Research startup costs 5) Create a business plan. 6) Form an LLC or corporation. 7) Choose a location. 8) Create a marketing plan.
According to Entrepreneur, the most profitable franchises are Taco Bell, Dunkin’, and The UPS Store.
Starting a franchise business is not without risks. However, the added support and access to a built-in customer base make it a tempting model for many business owners.
If you are comfortable working with a team and appreciate the support and other benefits of being a franchise owner, it can be an ideal way to build your own business.
Remember online marketing is crucial to the success of any business in 2021. Understand the benefits of SEO and social media. Study up on practices like paid advertising that can help you reach a wider customer base.
Finally, don’t be afraid to hire a professional to handle your marketing. They can put their expertise to work while you focus on building your franchise business.
Are you considering starting a franchise? What challenges are you facing?
One of the most frustrating things about SEO is getting everything to work together as it should.
If you’ve done SEO, you know exactly what I’m talking about. There are so many little elements in SEO that sometimes it seems impossible for everything to work out perfectly.
Even today! I know I talk a lot about how “smart” the search algorithms are and how it’s virtually impossible to game the system.
However, there are still a lot of elements you need to pay attention to for your SEO to succeed.
Case in point: Page title tags.
Before you yawn and find some more sexy SEO topic to jam on, hear me out.
Title tags are one of the cornerstones of SEO. They always have been, and as far as we can tell, they always will be.
Moz explains, “Title tags are the second most important on-page factor for SEO, after content.”
When it comes to low effort/big results, title tags take the cake. It’s such a small element, but has such a massive impact!
You know it’s important to create eye-catching headlines, but optimizing your titles also matters for SEO.
That’s where page title tags come in. They’re how your titles are relayed to search engines, and they’re an important part of any SEO strategy.
This is one of the few times when you need to write for both people and search engines, and that can be tricky. (Especially with headlines.)
In short, you have to create a clickable headline that also makes search engines happy.
Here’s the challenge: People have to like it. Search engines have to like it. Yikes!
Does that sound difficult?
Yes, it can be if you don’t know what to do. That’s why I’m going to break down my process step-by-step.
We’ll go through that process, but first, let’s look at why title tags are important for SEO.
If you’ve ever used a search engine before (and I’m guessing you have), you’ve seen a page title tag whether you’ve realized it or not.
It’s simply the headline on the SERP (search engine results page).
For example, if you Google “kitchen appliances,” you’ll see that one of the top results is from IKEA.
In this case, the page title tag is “Kitchen Appliances – IKEA.”
This is what both people and search engines will see as the title of your page. Often, this is the first thing they’ll see, and that’s a big reason why it’s so crucial to put time and effort into your title tags.
The point you need to remember is this: real people are reading your title tag.
They are going to respond to it. They will judge it. They will be compelled by it. They will be put off by it. They will learn from it.
Basically, the title tag is your page’s message to the world!
Title tags work with the meta description (the text below the title). In the case of the IKEA search result above, this is the meta description — a sentence or phrase that adds more information about the page.
I’ve written about meta descriptions before, but title tags are even more important.
Both the title and the meta description together give a brief idea of what your content is about, but the title tag stands out more.
There are two big reasons why page title tags are so important.
First, if you have a clear title that’s relevant to your page, both humans and search engines will see that as a sign of a good page.
If your title tag isn’t optimized, then people could skip right over your content, and search engines may determine that your page isn’t as good as it could be.
A second reason why title tags are important is they show up in browser tabs:
So when someone wants to find your page out of all their browser tabs, they’ll look for your title tag.
Title tags are often what people will see if your page is shared on social media. For example, here’s an example of a title tag on Facebook:
Can you see why title tags are so important? A good title tag means maximum visibility, while a bad title tag can sink your page.
There are three important steps to take to optimize your title tags.
Let’s dive into all three.
You might be wondering how writing a title tag is any different from writing a headline.
In some cases, your headline and title tag will be the same exact title. But there are some cases where they won’t be.
Check out this SERP result from Copyblogger:
It seems like the title for the page would be “How Content Marketing Builds Your Business,” right?
But when you go to the page, you’ll see a different title:
The title shown on the page is longer and more descriptive.
So why would Copyblogger do this? It’s most likely because the shorter title tag looks better on the SERP, and it takes less time to read.
The actual title that you see on the page goes into more detail, and that’s probably why they used it. They get the benefits of having both a streamlined title tag and a descriptive page title.
It’s a sneaky and useful tactic that’s the sort of SEO stuff I love.
With that in mind, here’s how to write a great title tag.
There are a few elements of title tags:
Shorter titles are easier for people to read and for search engines to crawl.
But there’s a better reason for shorter title tags.
If your title tag is too long, search engines will cut off your title with an ellipsis (…):
Ideally, your readers and search engines should be able to see the entire title tag so they get the best idea of what the content is about.
Google typically shows no more than 60 characters of the title tag. So if your title tag is 60 characters or less, you can generally expect that the entire title will show.
If you want to make sure, Moz has a handy preview tool:
This is a great feature that I recommend you use. Remember, keep it short if possible.
You probably expected to see something about keywords in an article about SEO.
For best results, try to put your focus keyword as close to the beginning of your title as possible. That’s so search engines (and people) will see the keyword early on.
Here’s a title tag with the keyword right up front:
Contrast that with this result that has the keyword closer to the end of the title tag:
One tip: Make sure the keyword placement is organic. It’s preferable that the keyword is close to the beginning, but it’s not necessary for great SEO.
Much like a headline, a title tag needs to communicate a benefit to stand out.
This is one of many reasons Google warns against keyword stuffing and boilerplate titles.
Your title tags are representatives of your pages, and you want people and search engines to know that your pages have unique, valuable content.
Make sure your title tag is related to your content. It should read naturally and grab the reader’s attention.
Keep in mind, you’re not trying to trick people. All you need to do is clearly explain the benefit of clicking on the page.
Often, the “benefit” is nothing more than telling them what the page is about! At this point, you’re not trying to sell anything. You’re simply giving them information.
Here’s an example that clearly expresses a benefit (ignore the jargon-filled, not-so-great meta description).
On the other hand, this title tag is plain and doesn’t explicitly state a benefit (they did a nice job with the meta description, though).
(Sure, Amazon probably doesn’t need to state a benefit, but your site probably does.)
Stating a benefit probably won’t do anything for search engines, but it goes a long way for human users who come across your site with a search.
Once you have your page title tag written, you need to set it as the title for your page.
The way you’ll do this will depend on what powers your website.
If you have a custom site, you’ll need to edit the HTML directly. (And it’s super easy to do.)
If you use WordPress, it’s also super easy.
If you use another CMS or host, it might look a little bit different for you.
Let’s take a look at each of these three different cases and how to create a title tag for each scenario.
If your site isn’t hosted on a CMS, you can edit your HTML to add titles.
First, you access the HTML for your specific page. I recommend checking with your hosting service on how to do this.
Once you’ve found the editable HTML, make sure you’re between thetags.
(Note: This is an example code using Editpad.org. Your code will probably look different, and there might be extra code here. That’s okay––just make sure you’re only between thetags and not any others.)
To create the title, use
That’s it! Save your code, and your title will now show up correctly.
If you use WordPress, you’ll be happy to know there’s a super simple solution — it’s actually way easier than editing the HTML.
In fact, this method uses something you’re probably already using: the well-loved Yoast SEO plugin.
This is a powerful plugin that you can get a lot out of. And it’s great for editing your title tags.
First, if you don’t have Yoast installed, go to Plugins > Add New.
Type “Yoast” into the plugin search bar.
Look for “Yoast SEO.”
Click “Install Now.”
Next, click “Activate.”
Now the plugin is up and running.
To edit the title tag for a page or post, navigate to that content and open the editor.
Scroll down to the bottom of your post or page, and you’ll see the Yoast box, where you can edit the title tag and meta description.
It’ll also give you a nice preview of both your title and meta description:
If your title tag (or meta description) turns out to display differently on the actual SERPs, you can always go back and edit it in this section.
I know not all of you fall under these categories.
You might use a completely different kind of CMS, or your web host might have a different setup.
In those cases, I recommend contacting your CMS company or web host to find out how to access your HTML to edit your page title tags.
This is really a case-by-case scenario, so it will probably look different for a lot of you. However, you should be able to get an answer with a quick email to your web host’s support email.
So far, you’re two-thirds of the way done! Now you just need to make sure your title tag is the most SEO-friendly it can be.
We’ve talked a little bit about this already, but there are a few more steps you can take to make sure your title tag is optimized.
This is the step that most people miss entirely!
They think, “Yay. I’m done with my title tag!” But they forget that one of the primary methods of marketing and promotion is through social sharing!
Here are my best tips for optimizing your title tags for social.
The title tag can be a great place to include your brand, but if you overdo it, you could face some consequences.
Google suggests using your homepage title tag to include the most branding. Their example: “ExampleSocialSite, a place for people to meet and mingle.”
For most of your pages, adding your brand to the end of the title tag will suffice (if there’s room, that is).
Here’s how I do that:
You read that right: Sometimes Google will rewrite your title tags.
It’s crazy, I know! But why the heck would this happen?
According to Silkstream, “Google will automatically change how your title is displayed in the SERPs if their algorithm is under the impression that the page title doesn’t accurately represent the content on that page.”
So if your title tags don’t look good to Google, they’ll consider other factors, including:
Take a look at this title tag:
If you go to the homepage and view the source code (right-click and select “View Source” or “View Page Source”), you’ll see the company set the title to be something else:
Google rewrote it because they felt their revised title tag would help people more than the original.
The good news: If you follow the steps outlined in this article, Google should keep your title tags as they are.
If you do see your title tags showing up differently, revisit them and try to identify how you can further optimize them.
This is exactly like the Copyblogger example from earlier.
You can use two different sets of keywords in your title tag and H1, which organically enhances your SEO. Search engines will count the title tag as the “heading.” (Just make sure it’s optimized.)
Google explicitly says that “it’s important to have distinct, descriptive titles for each page on your site.” So don’t copy and paste your title tags.
If you’ve done everything so far, you should now have an optimized title tag! Finalize it and send it out into the world.
Title tags are the title of a page users see in the search results. They serve as a first impression and can encourage — or deter– people from clicking on your pages.
Title tags are shorter and appear first in the SERPs.
Pay attention to the length, use the main keyword the page targets, and explain what benefit the user will get by clicking.
Between 50 and 50 characters. Any longer than that and Google may truncate your title.
Generally just one. You can add a second if it is closely related and makes sense. Don’t keyword stuff; the goal of the title tag is to explain what users can expect if they click.
I know first-hand that SEO can be a headache., but it doesn’t have to be.
I’m all about demystifying SEO because I know it’s something anyone can do. Even if you’re a technophobe, you can do this!
It doesn’t take years of experience in digital marketing to get SEO right. You just have to learn the ropes and get used to it.
For example, creating page title tags is pretty simple. It might seem complicated at first, but once you take a peek behind the scenes, you see how easy it is.
If you’re not currently leveraging the power of optimized title tags, use this article to start doing that. It can be a game-changer and help your visibility on the SERPs.
Best of all, it only takes a few minutes.
What tips do you have for using title tags for maximum SEO power?
What comes to mind when you think of negotiation tactics?
People in suits closing business deals?
Bargaining with a seller in a market?
Convincing your landlord to lower the rent?
How about all of these?
It’s tempting to think of negotiation only in terms of price, but the term represents many possibilities beyond money.
For example, if you’re struggling to negotiate your desired salary, you can negotiate the job benefits, the scope of work required, hours, or remote-work options.
In other areas of life, you can negotiate a better package with your regular service providers, you can negotiate better deals when shopping and you can even improve your relationships and expectations through effective negotiation.
What about business? Can negotiation tactics help you grow your business?
Research over the past few years says yes.
Whether you are an established CEO conducting high-profile meetings or a small independent seller collaborating with other business owners in your community, negotiation can significantly impact the rate of your growth.
Most business decisions can be improved by learning powerful negotiation tactics. Here’s a few reasons why learning to negotiate is important for growing your business.
Negotiation can offer great benefits, but it can also be challenging to enter a negotiation without effective negotiation tactics.
If you’re new to negotiations, worry not!
I have something for you.
I used to think a powerful negotiator knew all the right things to say. I believed negotiation was about who could outsmart the person in front.
I was wrong.
Successful negotiation is less about talking and more about listening.
When you listen without waiting for your turn to talk, you begin to truly understand what the other party wants. This can help you strike a “win-win” deal so you get what you want and they get what they want. Everyone goes home happy.
This practice of being present in a conversation and listening carefully is called active listening. It helps people feel heard and understood. This can help build a good rapport, which can turn into a good deal.
Here’s a helpful graphic that dives deeper into how you can practice active listening.
Perception can have an interesting effect on how we see the world. Take, for example, the following image. It is often used to highlight how perceptions differ.
Do you see an old woman? Or a young one?
We interpret information differently depending on how it is presented to us. It’s a cognitive bias called the framing effect. You can use this knowledge to improve your negotiations.
For instance, consider this graphic from The Decision Lab:
You can see that “80% fat-free” sounds more appealing than “contains 20% fat,” even though it’s the same quantity.
This principle can easily be used as a negotiation tactic. To do this, frame your negotiations as a win-win opportunity.
For example, let’s say you want to make a deal for $30,000 but your client is set on $25,000. Now, instead of going back and forth over the price, try reframing what you have to offer.
Can you highlight the potential savings your client can enjoy by using your product? Can you address the risk of not using your services?
Ask yourself “How can I frame this solution so we both win?”
Keep in mind that you are not necessarily changing the end result. You are simply changing the way you frame the conversation.
Sometimes you can have the best negotiation tactics in your toolkit and still have to compromise. Many times, you will have to give something up to reach a mutual agreement.
This isn’t always a bad thing.
All relationships require some level of compromise.
You can’t entirely prevent it but you can prepare for it.
Negotiators who enter the room with a plan are often more successful than those who choose to “wing it.”
If you know you may have to compromise, why not be prepared for it?
To plan for what you can and can’t compromise, ask yourself, “What am I willing to give up for this opportunity/deal/product/relationship?”
Focus on what really matters, and don’t let minor details derail an otherwise good deal.
Another important part of planning your negotiation tactics is ranking your priorities.
There are things you absolutely need to have in order to enter a profitable agreement. Then, some things may be “good-to-have,” but aren’t a necessity.
Rank these so your priorities are clear to you.
If you must compromise on something, you need to decide what you can give up. This is where priority lists can help.
For example, building a good relationship with a client may be more important for you right now than making a big sale. In this situation, you can compromise on the price and earn the trust and goodwill of the other party.
You might have heard the adage “never show your cards.”
Many people believe you shouldn’t make the first offer and let the person in front “reveal” their number first.
This doesn’t work so well in real-life negotiations.
In fact, I’ve found, when it comes to negotiations, you should always be the first to say a number.
Remember, the starting number sets the tone for the rest of the negotiation. Being the first to state a number puts you in control of the negotiation process.
This practice is called anchoring.
Even if your number is extremely high or extremely low, now you can steer the negotiation conversation in the direction of your choice.
If your first number is very high, you have biased the negotiations to skew higher.
In most cases, this absurdly high number will be disregarded, but you are already angling for a higher price than if you came in much lower at a “reasonable” price.
Here are some examples of anchoring presented in a graphic by AMGfunds:
In some negotiations, the problem and the solution might be obvious. For example, when you negotiate a salary, both parties know you’re asking for more money in exchange for continuing to offer your services to the company.
Sometimes the real issues aren’t as obvious.
Let’s say you’ve lost interest in your current job, and need some free time to invest in a side hustle. You go to your boss and try negotiating more PTO or similar benefits.
You haven’t communicated your true needs, so your boss may not understand what you’re looking for. Maybe they’ll offer you a raise.
They think they’re doing the right thing, but both of you are stuck in an awkward situation because you couldn’t communicate your actual issue.
This often happens in negotiations. People negotiate for money when they really want more time, freedom, consistency, flexibility, or even another employee for support with the expected workload.
If the goal of a good negotiation process is to solve the problem, then communicating the real problem becomes a key aspect of negotiation tactics.
To succeed at negotiating, you need to understand what solution or outcome you’re seeking. This means you need to communicate the real problem—not just the most apparent one.
This graphic from Olivier Serrat will help you understand how to use it:
As we discussed earlier, framing your negotiation as a win-win situation can help you become a powerful negotiator.
Here’s why a win-win situation matters.
When we frame negotiations as a win-or-lose proposition, we automatically start with the assumption that someone has to lose.
(Hint: No one likes to lose.)
When you enter negotiations with a win-or-lose mindset, your goal is to convince the other party to accept defeat.
Instead, a powerful negotiator frames the negotiations as a win-win opportunity, so everyone is satisfied with the deal.
If you’ve framed the negotiation as a win-win opportunity, tried your best to compromise, discussed the underlying problems, and still failed to reach a mutually beneficial agreement, it may be time to walk away.
Many people are scared of having to walk away from a negotiation. This makes them more likely to take a bad deal rather than have no deal at all.
This is a counterproductive approach.
Being prepared to walk away will give you an advantage. It may not be what you hoped for when you entered the negotiation, but sometimes it’s better to say no than sign a bad contract.
If you’re comfortable walking away from the deal, you can use it as leverage. By having other options, you’re already in a stronger position—and now you’ve got a new level of experience to bring to your next round of negotiations with someone else.
Don’t say things like “let’s make this quick,” or “what about my profit?” This can make the person in front feel like you care more about your personal gains than the relationship you share.
Active listening can be an important negotiation skill as it helps you truly understand what the other person has to say. This helps you make better, more empathetic offers that are more likely to be accepted.
Many people believe negotiation tactics are manipulative and unethical, but that’s not true. As long as you’re respectful of the other person’s needs and committed to offering a fair deal, negotiation is perfectly ethical.
Negotiation is a skill anyone can practice. Even if you’ve never negotiated in your life, working with a simple negotiation technique can help you increase your confidence and improve your ability over time.
Negotiation tactics sound intimidating. Like they’re reserved for high-profile business people in suits.
That’s not true.
Each of the negotiating tactics we discussed today is powerful alone, but together, their impact can be incredibly effective.
Try them, and you’ll see.
Which negotiation tactic will you try first?
The internet is a visual place. With the absence of body language, social cues, and audible tone, the best way to communicate with your users is through visual content.
Now and then, an online platform comes along that makes it easier than ever to showcase your visual content on the internet.
SlideShare is one such example.
In this post, we’ll teach you all about SlideShare, how to use it, why it matters to marketers, and how you can use it to create amazing content for your business.
Let’s get started.
SlideShare is a content-sharing platform that allows you to upload media presentations and share them on your website or social media profile. Content compatible with the platform includes presentations, infographics, videos, and documents.
While SlideShare is not a tool for building content, it does work with existing content formats such as Google Slides, Adobe PDF, OpenDocument, and Microsoft PowerPoint.
SlideShare is best known for being a comprehensive educational resource that makes it easy to display presentations and webinars online.
Here are some of the most popular ways to use SlideShare:
Acquired by LinkedIn in 2012, the company was later bought by the audiobook subscription platform Scribd.
SlideShare remains free to use and allows anyone to create a presentation to share privately or publicly.
For marketers, using SlideShare offers a unique and interactive way to display content online. By adding a presentation to your blog posts, web pages, and social media feeds, you create a completely new content type to engage your users.
SlideShare also allows you to display longer, more complex content in a simple way. Webinars or presentations can be easily uploaded and displayed for users to click through on their own time.
You can think of these presentations as an infographic with more interactivity.
It’s also important to note SlideShare boasts a user base of 80 million. Most of its user base are business professionals, and its most searched tags are:
SlideShare also receives 500 percent more traffic from business owners than Twitter, LinkedIn, Facebook, and YouTube. This offers a huge benefit to B2B marketers looking to connect with relevant audiences.
Now that you understand what SlideShare is and why it’s important for marketers, it’s time to learn how to create an effective and successful presentation.
Here are five steps to follow when using SlideShare for marketing.
Anyone who’s made a PowerPoint presentation knows they shouldn’t be text-heavy. When formatting your presentation for SlideShare, this is especially important, as online readers tend to lose focus on text-heavy content.
A general rule to follow when creating any type of presentation is the 5/5/5 rule:
Keep your readers interested and engaged in your SlideShare presentation by using mostly visual content and keeping your text short and succinct.
Visual metaphors can also be used to further cement the messaging of your presentation. You can see an example of a visual metaphor in the image below.
Your SlideShare presentation should work as part of your sales funnel, moving customers through the education, nurture, and convincing phases. In order to effectively move your customers through these phases, you’ll need to integrate calls to action (CTAs) throughout your content.
A CTA can be a request to contact your business or even a link to start a free trial. You could also ask your customer to sign up for your email list or visit your website.
Whatever you choose, place it strategically at a place where you know your customer will see it. As well, use a benefit-forward statement that shows your customer how they’ll see value from their click.
Keeping online reader attention spans in mind, it’s important to keep your presentation short to ensure your users stay engaged.
Presentations that are too long or too bulky will lose reader interest and result in lost leads for your business. Shorter presentations are easier to digest and offer a better chance of a reader seeing your final CTA.
SlideShare itself has noted that shorter visual content is most effective on its platform.
The first step in determining the kind of content you should publish in your SlideShare is to understand your customer pain points:
Before you publish your content, conduct customer research to find out what your leads are looking for and why.
Once you know what they’re after, give it to them. It’s really that easy.
SlideShare comes equipped with presentation descriptions and tags. Be sure to make use of these features when uploading your content.
Adding keywords to your SlideShare descriptions and tags will help your SEO efforts and ensure your presentation is being seen by the right people. If you’re looking for a keyword research tool, try Ubersuggest.
SlideShare can be a marketer’s best friend when used correctly. Here are a few SlideShare best practices to guide your process:
You’re almost ready to start taking the SlideShare world by storm! Here are a few success stories to help you get started.
The Brand Gap by Neutron LLC is a beautifully designed SlideShare that explores the makings of some of the world’s most iconic brands.
This presentation is successful because it harnesses strong visual design with simple copy to deliver a clear, concise message. The conversational tone of the copy invites readers to continue moving through the presentation, ending with a clear CTA at the finish.
While this presentation is longer than we recommend, Neutron LLC gets away with it because of its masterful design work and messaging.
How Google Works by Google is a creative and effective presentation that explains how Google operates as an innovative company.
Google used completely original and unique illustrations to provide clear visual metaphors throughout the presentation. Google’s brand colors are present in every slide, cementing their brand in the minds of the readers.
You Suck At Powerpoint by Jesse Desjardins is a humor design presentation that tells you everything you’ve done wrong in your past presentations.
Leaning on visual metaphor, this example is funny, concise, and clear in its messaging.
Not only does Jesse tell you what you’ve been doing wrong, but he tells you how to fix it. If you can’t do it yourself, his information is on the last slide.
Ready to create your first presentation? Follow these steps!
The first step in creating and sharing your first SlideShare presentation is to sign up for an account. If you have a LinkedIn profile, you can use your LinkedIn account to sign in. If you don’t already have a LinkedIn profile, you’ll need to create one in order to use the platform.
When creating your presentation, be consistent in your use of fonts and colors.
It’s always a good idea to use your own branding assets when creating your presentation to ensure cohesion across your content.
Create an intro and outro slide at the start and end of your presentation, and remember to add a CTA so your customers stay active after the presentation.
Once you’ve finished creating your presentation, it’s time to upload it to the site. You can upload your presentation as a Google Slide, Microsoft PowerPoint, or PDF.
SlideShare allows you to schedule your presentation if you’d like it to go live at a specific time. Once it’s live, be sure to promote it widely and share it across your social channels to ensure a wide reach.
It is free to use for anyone.
Not directly, no. SlideShare does not pay users for ads, and there is no direct way to make money from its platform. That said, by strategically including CTAs and actionable points, you can get an ROI from the presentations you upload.
It does not offer any direct monetization processes for its users, and it also does not include a built-in way to measure analytics.
SlideShare is an online platform that allows you to share your presentations across the internet. PowerPoint is simply a tool for creating presentations.
SlideShare is a visual content tool that helps you share educational presentations across the internet.
Have you found success using SlideShare?