What does it take to be a successful marketer?
It turns out we don't have to guess as someone has already done the research. As of 2019, Fractl started using IBM's Watson Personality Insights API to figure out the key traits and traits of 20 of the world's top marketing executives (I even made the list!).
According to the study, the main trait that marketing leaders share is a thirst for adventure, followed by high energy levels, assertiveness, and intelligence.
One interesting thing about this is that you can find many of these traits in people with exceptional presentation skills too.
To be out there and present yourself to a room full of people, you have to be at least a little adventurous. If you are not a energetic person, you will find it difficult to keep people busy. If you are not assertive, you will have difficulty communicating your points effectively. The list goes on.
It's not a coincidence. To make it as a marketer, excellent presentation skills are all but non-negotiable.
3 reasons presentation skills are important in marketing
In a way, marketing is a great presentation. When we write a blog post or appear on a podcast, we present. When we research our audience, we try to better understand what they want to see and learn from our presentations.
In other words, strong presentation skills underlie pretty much every aspect of marketing. If you can deliver an incredible presentation, you can:
1. Have good presentation skills Increase trust in your brand
What Makes People Trust Brands? According to a global survey by PR and marketing consultancy Edelman, it boils down to three key factors:
- Product experience: The most important factor was that 87 percent of respondents cited their experience with a product as a reason for trusting a brand.
- Customer Experience: 56 percent of consumers said their own experience with a brand played an important role in building trust.
- Social impact: 38 percent of consumers believe that a brand's social impact is an important factor in assessing its trustworthiness.
An even more important point underpins all of this. Without strong presentation skills, potential customers won't know about it!
If you're not promoting the quality of your product, highlighting your great reviews and testimonials, or showing your commitment to making the world a better place, how can anyone know if they can trust you?
2. Presentation skills help create brand awareness
Have you ever wondered why personal social media accounts get better engagement than branded accounts? Because it's easier to sell a person as a brand.
Because of this, speaking at conferences, networking meetups, and other events can be a useful tool in building brand awareness. It gives your brand a human face that makes you instantly recognizable, relatable and memorable. Therefore, when we hear the words Apple, Microsoft or Tesla, many of us immediately think of Steve Jobs, Bill Gates or Elon Musk.
3. Use your presentation skills to increase sales
Your presentation skills can be one of the greatest weapons in your armory when it comes to selling your product.
According to a study by Chief Marketer, live events are the second largest source of B2B leads and also generate the second highest ROI of any sales channel.
Granted, not all of these respondents would have been guest speakers at these events, but to generate leads, they would absolutely have spoken to prospects at their exhibition booths, during networking sessions, and even while waiting in line to buy a hot dog or coffee. Your personal presentation skills were critical to breaking the ice with these leads.
How to Develop Your Marketing Presentation Skills
At this point, hopefully you'll agree with me that presentation skills are essential for modern marketers. Now let's take a look at how you can hone these skills to meet your marketing goals.
1. Set goals for developing your presentation skills
If I told you to blog me now, you would probably have a hard time. After all, I haven't given you any information. They have no topic, no title, or no audience at all. In short, there is no way of knowing what I am looking for. So you cannot judge what success looks like.
Alternatively, if I told you to write a blog about this year's biggest SEO trends aimed at marketing directors for SaaS startups, you'd have a much clearer idea of how to go about it.
The same goes for developing your presentation skills. First, define exactly what you want to achieve, e.g. B .:
- become a better (or first-time) conference speaker
- Providing more effective workouts
- Talk to leads more convincingly
- Attract potential prospects to the top of the sales funnel
- Honing your pitch presentations
Also give yourself a deadline. Instead of developing your presentation skills in general, commit to improving your public speaking in time for a specific conference or networking event. Register as a speaker early on. That way, you are completely responsible for executing your plans.
2. Research your target audience
Not only is there just "doing more of it," but there is another hugely effective way to feel more confident speaking in front of an audience: do your research.
If you think about it, imposter syndrome is another big reason people shy away from public speaking. We fear that we will be exposed as scammers and charlatans who do not know what we are talking about.
If you research your audience thoroughly, you can protect yourself from this feeling. When you know exactly who you're talking to, it becomes a lot easier to make an effective presentation.
When I speak to a room owned by NASA engineers, I'm not going to tell them how to build a better rocket. I can't tell you anything that you don't already know (and most of what I say would probably be very imprecise).
However, I almost certainly know more about marketing than they do. Perhaps I would tell them how by sharing snippets of their work through their personal social profiles, they can raise awareness and interest in what they are doing, which in turn could convince politicians to increase federal funding for NASA would be a real vote. Winner. With that increased funding, they can go away and build better missiles.
So before you start working on your next presentation, ask yourself the following questions about your audience:
- How old are you?
- Where are you from?
- What jobs do you do?
- For whom do you work?
- How experienced are you?
- What are their pain points?
The point here is to identify the "thing" that you know is most valuable to your audience. The more you can find in a niche, the better. If you cannot answer some of these questions, please contact the organizers. You should be able to help.
3. Incorporate humor and stories
Throughout human history, storytelling has been one of our most effective tools for influencing, inspiring, and teaching one another.
Paul Smith, author of "Lead With a Story: A Guide to Creating Business Stories That Captivate, Convince, and Inspire," put it better than I did when he wrote:
In each group, around 40 percent are predominantly visual learners who learn best from videos, diagrams, or illustrations. Another 40 percent will be auditory and learn best through lectures and discussions. The remaining 20 percent are kinesthetic learners who learn best by doing, experiencing, or feeling something.
Storytelling has aspects that work for all three types. Visual learners appreciate the mental images that storytelling evokes. Auditory learners focus on the storyteller's words and voice. Kinaesthetic learners remember the emotional connections and feelings from the story.
With that in mind, another important way to improve your presentation skills is to work on your storytelling. Don't just tell your audience how a certain tactic can generate more sales. Give them specific real-world examples that will help them apply your advice to their own circumstances.
Also, don't overlook the power of humor to appeal to an audience. As British comedian John Cleese said:
If I can make you laugh with me, you like me better, which makes you more open to my ideas. And if I can persuade you to laugh at the particular point I am making, acknowledge its truth by laughing at it.
I'm not suggesting that you go out and do a 30 minute standup set, but if you can drop a few one-liners here and there it can go a long way in getting your audience on your side.
4. Practice in front of an audience
Glossophobia, or fear of public speaking, is a common complaint. A much-cited (and very old) Gallup poll says this is the second most common fear among Americans, affecting 40 percent of respondents.
It is clear that it is not the "speaking" element that makes us nervous. It's the idea of doing this in front of an audience. What if we make a fool of ourselves or say the wrong thing and get booed off the stage?
As painful as it sounds, in my experience the best way to overcome this is to look for ways to speak in front of an audience. This can be in your professional or personal life. It can be as simple as saying a few words at family gatherings or giving small presentations to your team at work.
Use Your Presentation Skills: 5 Tips For An Effective Marketing Presentation
You have set goals to improve your presentation skills, conducted your research, written a handful of engaging anecdotes, and practiced in front of an audience. Now is the time to weave all of these things together to create a killer marketing presentation. Keep the following five tips in mind:
1. Start strong
According to one study, you only have 30 seconds before your audience's attention wanes. That means you need to get off to a good start convincing them that you are worth listening to. Run with your most striking statistic, your best joke or your most powerful anecdote and keep it short. On average, we speak at up to 130 words per minute, so you only have a maximum of 65 words to play with.
2. Make a great first impression
Presentation skills aren't just what you say. It's also about how people perceive you.
A study at California State University in Northridge found that when those directions were given by someone dressed more casually than professionally, students were far more likely to follow directions.
Why is that happend? One interpretation by the study's authors is that students responded better to someone dressed similarly to them:
Perhaps the participants in our study felt that they were able to relate better to the experimenter in casual clothing, which reduced their anxiety and increased their ability to correctly follow instructions.
In short, there is no right or wrong way to find or dress for a presentation. Rather, we should reflect on our audience.
3. Come prepared
Don't kid yourself, it will "be fine" at night. If you don't prepare properly, you won't!
Find out what works best for you by going through your presentation several times. Do you find it easiest to work through cue cards? Do you need visual aids? Or is it better for you to write lines until you have memorized your presentation word for word?
4. Asking questions
There's no better way to make sure people are paying attention than by asking questions regularly during your speech!
This is not about getting people in place. Instead, it's about transforming your presentation from a one-way narrative to a two-way conversation.
For example, suppose you are giving advice on how to solve a specific problem. Ask how many people were experiencing this problem when they first noticed it and why they would like to fix it so much.
5. Save your claims
There are very few cases where you should not be able to back up your claims with real evidence. Even if you give your own personal opinion on a subject, those opinions should be backed up with actual data from reputable sources.
If I tell you that Facebook is the best platform to grow your business, you probably wouldn't just take my word for it. You want to hear evidence about the Facebook audience, the effectiveness of advertising on the platform, and the cost.
Nobody is born with incredible presentation skills; not even Steve Jobs.
Sure, some of us are more confident than others about speaking to an audience and getting our points across effectively. However, it takes work; And if you are kept from other important work such as content marketing or SEO by improving your presentation skills, our agency will be happy to help you.
The good news is, the harder you work on it, the more confident you will feel and the better your presentation skills will be. It is a virtuous circle!
What tips have you used to improve your marketing presentation skills?
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