Why Engaging Sales Presentations Matter
As the world continues its move to digital, sales presentation content plays a huge role in your overall marketing strategy. According to a study conducted by Marketing Dive, less than half of digital content is considered actually useful by customers. The type, volume, and quality of information your customers consume have a huge impact on their purchasing journey and how they see you as a vendor.
You can take advantage of various formats, such as articles, videos, images, infographics, white papers, and case studies -- you can even combine these types to create multi-media content. But some formats work better in specific industries.
If users don't find your content useful, they won't engage with your brand, much less buy your product. Bad and ineffective content wastes 22% of the buying process, according to a CMI survey.
Flat content is boring, period. Customers see a lot of videos and presentations chock-full of useless or dull information. It ends up being a huge waste of time for both the marketer or sales representative and the customer.
But, it doesn’t have to be this way! Learn what digital content will resonate with your buyer and how to create a dynamic, in-depth, and well-designed sales presentations.
Table of Contents
- What Digital Content are Customers Looking For?
- Using Sales Presentations in Digital Marketing
- Benefits of Using Sales Presentations in Digital Marketing
- How to Make a Presentation Interactive
- Challenges of Traditional and Free Platforms
- Dynamic, Depth, Design of Sales Presentations
What Digital Content Are Customers Looking For?
Dynamic content has one of the highest engagement rates. This digital content changes based on data, user behavior, and preferences, allowing for more powerful targeting options. Dynamic content can be text, audio, or video, but it is also often used for marketing or sales presentations.
The idea behind dynamic sales presentations is to provide specific content for a specific group of people. You can’t add images and text just because they look or sound good and hope your presentation will convert a prospect. In home improvement industries, for instance, presentations need to offer something that would entice the buyer to purchase the property or pursue a home renovation project. They can be in the form of images, text, and video that would resonate with their needs.
With the focus switching to customer-centric sales presentations, the goal now is to deliver exceptional customer experiences at every stage of the buyers’ journey by leveraging dynamic content.
Aside from dynamic content, customers are also expecting well-researched and informative sales presentations from you. Content depth is generally measured by expert coverage of a broad range of sub-topics around the main topic. But when it comes to sales presentations, depth relies on the interactivity of your content.
Adding interactivity into your presentation is the best way to spice up your speech, engage your audience and stand out from the competition. The best part is, it doesn't take a lot of work!
The most effective way to add depth to your sales presentation is by adding buttons to your slides with the Ingage platform. Aside from helping out with navigation, it also organizes your content in an interactive way while providing pages the illusion of depth. These buttons allow you to dive deeper into the slide, ensuring you only show slides that are relevant to the one you are presenting. In other words, you have a non-linear presentation, which is more interesting and interactive than the linear ones.
Using in-depth content in sales presentations allows you to touch on relevant topics that the audience can relate with. This prevents them from turning to your competitors for the information and entertainment that you failed to provide.
Aside from providing in-depth content, you also need to watch out for the length of your presentation.
Did you know that the average adult only pays attention for about 18 minutes before their mind begins to wander?
This is why TED talks only last for 18 minutes. After the 18-minute mark, your audience starts to sport a glazed look or find something else to entertain themselves with.
A survey revealed that 32% of listeners at business presentations admitted to dozing off at some point during the sales presentation. Admit it, you’ve probably at least daydreamed about falling asleep before.
Adding interactive content and keeping your presentation within the ideal 18-minute length will help ensure that your audience pays attention to what you are presenting.
The way you present your content is just as important as the information you want to offer. Customers need content that pops, figuratively and literally.
Just take this sales presentation from KOHLER Kitchen & Bath as an example.
Notice the clean, crisp, and professional-looking photo above. That’s just one of the images used by the company to present their products through virtual presentations. Dealers previously used hard copy flipbooks that featured imagery and text, but the digital presentations gave them an opportunity to enhance customer engagement through interactive content.
Content design is a new process aimed at making content production much more structured and user-centric. The content design prevents you from simply putting together images and texts for your sales presentation. It’s a way of improving content and aligning it with user needs, while also cutting out unnecessary information.
Regardless of what type of content you want to create, it is important to keep these concepts in mind whenever you want to engage with your customers.
Using Sales Presentation in Digital Marketing
Sales presentations play a huge role in digital marketing, especially during the COVID-19 pandemic. The sudden switch to digital marketing has pushed the sales pitch interaction even further into the digital age as businesses are forced to operate remotely. This means limited face to face interaction with your customers.
Instead of customers walking into your showroom and looking at your products, they now rely on the digital marketing materials you have to offer. It’s crucial that you get and retain their attention using an engaging sales presentation. Here are some of the common uses of sales presentations in digital marketing:
- When you propose a new marketing campaign or initiative, use sales presentations to pitch your ideas to your superiors or clients.
- When you are conducting a webinar for training, addressing your customer’s needs, or launching a new product.
- To showcase your products and services, using visual content.
But what is the role of sales presentations in your digital marketing strategy?
Benefits of Using A Sales Presentation in Digital Marketing
Businesses, brands, and professional firms use presentations to inform, educate, motivate, and influence both internal and external audiences. They integrate presentations into sales, training, and internal communication campaigns, using the power of words and images to engage their customers, influence buying behavior, and retain attention.
Ingage uses the latest technology that enables audience interaction. We provide great visual aids to highlight your messages and reach out to your audience, providing exciting presentations designed to capture their attention. Ingage turns dull slides into a dynamic user experience.
The point of presenting is to convey your brand to your audience. But this cannot be done when your audience is inattentive or disconnected because your slides are crammed full of text and images that they cannot engage with. Audience interaction is the key to a successful presentation.
Here are just some of the benefits of using interactive and dynamic presentations:
PowerPoint was released 25 years ago. We all know that technology evolves in order to adapt to the changing needs of users. Today, people are looking for more real customer experiences that PowerPoint’s outdated technology cannot support. Interactive presentations take a hands-on approach by delivering engaging content that invites the consumer to be a part of the presentation, not just a bystander.
Since reaching out to potential customers is now heavily focused online, your presentation enhances the digital face-to-face experience that the customers need. You can use presentations as part of your sales campaign to improve results. Your sales presentation speaks on behalf of your brand, so it is important that it aligns with your marketing goals and concepts.
Presentations make it easier to communicate with your audience. Striking images can attract your audience’s attention, interactive buttons allow you to jump to other slides for a non-linear structure, and videos make the whole experience engaging. This is more effective than sending your customers some flyers or narrating all this information in an article.
The level of engagement provided by presentations ensures that you get your message across to the audience. Interactive presentations are used for a wide range of purposes, including training, marketing, education, and entertainment. They are also effective in introducing new ideas, services, and subjects.
Another advantage of using dynamic presentations is the flexibility it offers. You can edit, remove, or replace content quickly and easily. If you want to add new information or modify a presentation for different audiences, you can simply edit the presentation you already have. If you are making a presentation for different market sectors, for instance, you can integrate sector-specific content for each client. Digital presentations are also cheaper to modify compared to brochures, and you can save them fully online for easy access.
Creating a standard sales presentation also ensures that different teams in a company communicate information in a consistent way. It provides a framework for disseminating information about your products and services in a structured format. In fact, presentations can also be used by other departments, not just the marketing department. For example, the social media team can extract information from the presentation, or even use the entire presentation, for social media content. HR can also use the presentations to train new employees and introduce your products/services.
Presentations are a versatile marketing tool. You can use them during conferences, one-on-one meetings, sales demos, on your website and on social media. You can even make presentations available online for downloading or for viewing during an online conference. It is also a good idea to send an email blast that includes the link to the sales presentation to entice your customers or provide them with more information.
Behind every effective sales presentation is a great message. If you have a powerful marketing message, the presentation becomes clear and easy. If your message is muddled, unclear, or incorrect, developing the presentation becomes challenging. In the competitive digital marketing environment, your message is the foundation of your presentation that is required to grab attention, build brands, and capture digital sales.
Sales presentations must be memorable to create the most impact. Modern marketing has to compete for attention from people who have short attention spans, little time, and overloaded schedules. Making a memorable sales presentation is the key to any marketing effort.
How to Make a Presentation Interactive
When you create your sales presentation, there are certain rules that you should always apply.
- Determine your message. Don’t waste extra time setting up the presentation so it includes every figure and every feature. Keep it simple and to the point.
- Analyze your audience. Think about who you are presenting to. Every age group and every career will be made up of different people, so presenting with a focus on what your audience wants is key.
- Organize your information. Do this in a way that will be impactful. Visuals, multi-platforms, and a range of other features are at your fingertips. Utilize them!
According to Entrepreneur, businesses should include these factors when creating an interactive presentation: visual content, interactive content, live video, inspiring content, and in-store applications.
Bad sales presentations lead to bad communication. Bad communication leads to bad relationships and interactions. All these then lead to a loss of sales and money. Keep your goals alive by keeping your audience engaged with interactive presentations.
Here are our tips for how to make a presentation interactive.
1. Visual Content
Images speak volumes when compared to text on a slide. Research shows that the human brain processes visual information 60,000 times faster than text. Marketers should rely on their visuals to spread their message instead of text. Include design elements and themes that will make your sales presentation more shareable. Use infographics, videos, illustrations, photography filters, iconography, and typography.
2. Interactive Content
Create interaction with your presentation through audience engagement. Holding a question and answer session or discussion is great during your presentation, but you can implement this engagement digitally. Social media websites like Facebook and Twitter let you ask poll questions. Create your own poll before and after your share your sales presentation online to gather more insight on the interest in your topic.
Video marketing is on the rise. In 2018, 79% of internet traffic was made up of videos and it continues to rise year over year. Almost every social media app has a live video feature. You can include videos in your presentation, not only to increase engagement but to also make it relevant for more customers.
4. Non-linear sequence
Ingage provides interactivity in sales presentation through its built-in non-linear functionality. This means each slideshow you create does not have to simply follow the standard movement of one slide to the next. You can get really creative by adding in a non-linear flows. So, what exactly is a non-linear presentation?
When you add links or buttons on slides to click around different areas of that slide or presentation, you’re creating a non-linear presentation. Rather than going from slide one to slide two and so on, you’re creating an interactive way for you and your audience to jump around your sales presentation.
You can create a table of contents page and link it to the slides that start each section. If your presentation is embedded, this allows your audience to navigate in their own preferred order.
It also gives your presentation a unique edge from the regular flow of standard presentation platforms and keeps readers intrigued about what’s coming next.
One undeniable strategy for drawing your audience into your presentation is to tell them a story. Even if your topic covers a lot of data, facts, and statistics, your speech doesn’t have to be dry.
There are many different ways to incorporate stories into your sales presentation effectively, whether through videos or customized slide flows. A good story helps to create an immersive effect, bringing your audience in and making them feel like they’re a part of your presentation. It taps into their emotions, causing them to hang onto your words, making your presentation much more memorable in the long run. Plot out your story’s points before starting the presentation design to make sure you create a real impact.
6. Data visualization
Use data visualization to showcase your information in an engaging and easy-to-understand format. Data visualization can be anything from a chart or graph that visually represents actual statistics and numbers to an icon or graphic that represents text.
Visualizing your points can be a great way to position your pitch, and creating charts, graphs and other figures helps your audience digest your content quickly and easily.
7. Use AR
What could be more engaging than ditching the boring everyday slides for a 3D representation of the topic at hand? Augmented reality is becoming more commonplace in our lives, and slowly but surely, it’s working its way into presentations. You can present a 3D model of what the final look of the renovation project will be or what the home currently looks like inside.
Now, of all of these interactive presentation ideas, this one is probably the hardest to implement due to tech demand. However, it’s an exciting look at where the future of presentations is headed. An augmented reality representation is such a spectacle that it demands all eyes on it.
Your sales presentation interactivity is only limited to your imagination... and the tools you have to create such a stellar presentation. Often, presentations fall flat because the software has either limited capabilities or is too difficult to work with.
Challenges of Traditional and Free Platforms
The most popular presentation software does not automatically mean that it is the best presentation software. We can all probably agree that Microsoft PowerPoint is currently the most widely-used presentation platform with millions of users around the world.
When people think of the word “presentation,” they automatically think of PowerPoint. In fact, some people consider the word to be synonymous with PowerPoint. We can’t blame them. PowerPoint has been around for 25 years and it has been the go-to app for creating presentations.
But times change and so do our needs. We need new solutions that can cope with the dynamic environment of digital marketing. Over the years, several alternatives to PowerPoint have emerged.
Alternative to PowerPoint
This is a traditional presentation app designed around collaboration, created as part of the G Suite family of apps. It works much like PowerPoint and other presentation apps you've used in the past, only Google Slides runs in your browser, for free.
This is a great presentation app if you're building a slideshow from scratch. It has a variety of clean, sleek templates for different kinds of presentations. You can pick from color palettes for each theme as well, or create your own.
Ludus is for creative folks who find presentation apps to be limiting and want their slideshow to be a work of art. Graphic designers will especially love Ludus. You can edit and break apart SVG files, upload your own font files, or even copy and paste files from Sketch and Adobe Illustrator.
This software turns your slideshow into a portable version of a digital billboard. Your presentation is protected with a PIN, so you don't have to worry about a stalled slideshow or, worse, an attendee accidentally closing it.
If you want a beautiful presentation but don't have an eye for design, or you just want to skip the tedium of formatting slides, Slidebean is for you. You have two options to build your presentation: either pick a template to start building, or start by writing an outline of your presentation.
Apple's presentation app comes free with every new Apple device and is similar to a simplified PowerPoint packed with beautiful templates and typography. You can use it online at iCloud.com to make presentations in Keynote even on a PC. Or, move your Keynote to iCloud to share with others to view or edit. You can also save presentations to a PowerPoint file if needed.
But why has “presentation” become synonymous with “dull”?
You’ve probably heard the phrase “Death by PowerPoint.” Death by PowerPoint is a phenomenon caused by the poor use of said visual aid. Key contributors to this include confusing graphics, slides with too much text, bad clip art, tiny font and presenters whose idea of a good presentation is to read the content of their slides aloud to their audience.
Aside from PowerPoint, other free or traditional presentation platforms also won’t work. Here are the reasons why.
Limitations of Traditional Presentation Platforms
1. Limited features
Imagine if you can only use images and text for your presentation. That would be so dull and boring, but it’s a problem that most free platforms face. While PowerPoint allows you to insert links and videos, they often don’t work as planned because the user has to open the link or video outside the presentation, disrupting the entire flow.
2. Boring templates
Templates are good because they allow you to easily create presentations without having to worry about layout and design. These have been pre-configured for you. But when you look at the templates available, they usually look the same. If you want to stand out, then you should start by making your presentation look different from the rest.
3. Not interactive
Today, most people opt to get their daily dose of information through social media, logging on through their smartphone and scrolling through their feed to see the latest trending stories. Between Facebook, Twitter, Instagram, YouTube, and all the other social platforms, it’s estimated that there are over 3 billion social media users around the globe.
But what is it about social media that makes it our favorite information resource? The fact that it’s interactive. The ability for people to comment, like, share, and much more puts the power in the hands of the audience, which allows them to be more involved with the information they’re seeing.
Now, put those same 3 billion social media users in a room and give them a PowerPoint presentation, the likelihood is that they’ll be disinterested and disengaged. PowerPoint presentations go one way – to the audience. There’s no collaboration, no active participation, no outlet for the audience to share their thoughts, and just no reason to actually engage with the slides.
4. No backup
Unless you have auto-save on, you run the risk of losing all your work. Some platforms offer cloud-storage, but there is usually a limit to the amount of data you can save. If your presentation is made up of 100 slides and is several GBs in size, how are you going to save it in the cloud?
5. Not mobile compatible
This is probably one of the most important factors to consider since most people today are accessing content using mobile devices. You need your presentation to look good and be available for mobile devices. Traditional platforms don’t offer this option, which means you’re missing out on countless opportunities.
You probably have the latest version of the presentation, but what about your other team members? Are they using the old version? This leads to a lack of alignment, not only across team members but the entire company.
Whenever you’re working with something that’s heavily visual, the design plays a very important role, which is why there are people whose entire career centers on graphic design. As any graphic designer could tell you, things like text font, image sizes, colors, and even empty space can make or break a piece of visual content, such as a PowerPoint slide.
The issue here is that when you’re working with presentations and you don’t have any knowledge of graphic design, the effectiveness of your presentation can plummet. Bad text placement, distracting font, or jarring transitions from slide to slide can disconnect your presentation from your audience rather quickly. To make matters worse, different audiences can respond to slide design differently, making it even more difficult to create an effective presentation.
Beyond excessive time spent on slide design, users also run into a time issue just making all the slides they need. For an average presentation, a user will have 1 slide for every 2 minutes of the presentation. Let’s take the example of a 1-hour training session for a new group of employees at a company. That 1-hour training presentation would have 30 slides, which could take the presenter hours to make. Also, if the creator needs to update all the slides in the presentation, they may need to go through each slide one by one to make those changes. Compare that to filming a quick, interactive video for 5 to 10 minutes that also has versioning capabilities so the creator can simply update various components of their presentation in just a few quick steps, and you’ll find that you’re wasting valuable time by using traditional platforms.
8. No analytics
Creating the perfect presentation isn’t impossible, but it is extremely rare and very hard to do. That’s why it’s so important to have solutions in place that will provide the presenter with feedback and data so the presentation itself can be updated and improved for the future.
In every marketing campaign, numbers are important. You need to know how many people downloaded or watched your presentation, how many clicked other pages on your website after watching it, where these people came from, and how much time they spent watching your presentation. If you do not have this information, you won’t be able to gauge the effectiveness of your campaign.
A lack of analytics leaves the presenter without vital data, unless they follow up with the audience directly. This makes improving the presentation, let alone gauging its effectiveness or the consumer’s interest, extremely difficult.
Traditional and free platforms cannot cope with the rapidly changing trends in marketing. Marketers and business owners need to find an alternative to make presentations more engaging and interactive.
Best Presentation Software: Ingage
Finding an alternative to PowerPoint is no easy task. You need a software with all of the functionalities a traditional platform has and new features that allow you to create a great presentation.
Ingage is one of the newest industry leaders when it comes to interactive content creation. It uses the unique combination of software and storytelling to create visually attractive and engaging content. Ingage has more than a decade of dynamic digital content creation experience along with extensive expertise in digital storytelling. The company has evolved to be the leader in developing the industry’s best tools for sales enablement, interactive sales presentations, and customer engagement.
Ingage allows you to win more sales by using interactive presentations that convert. Here are some of the features that make it the best presentation software today:
Making presentations has never been easier with the templates available in Ingage. You can explore Ingage templates and themes to spark ideas for your own content or use them as is. The templates are professional and have several customization options that you can take advantage of to make it your own without the help of a graphic designer.
You also have the option to import an existing PowerPoint presentation and edit it on Ingage. The platform is compatible with most traditional platforms so you can easily upload your old presentations and give them a new look using this innovative platform.
Distribute content to team members by simply sharing the presentation to a team within the Ingage app or sending them the web link to the presentation– no having to email an entire file. Since the presentation is saved in the cloud, giving them the link allows them to access the file anytime, anywhere. With the Ingage app, they can also download the presentation ahead of a meeting so they don’t need WiFi to present.
If you’re working with a team, collaborating with each other and ensuring that presentations are up to date is a lot easier. All they need to do is access the presentation using the link or app.
You spend time creating great content that you believe is engaging and you’re confident it will convey the right message to your audience. But after you publish, how do you know who is viewing it, how often, and how long it is being viewed for?
Collecting and analyzing visitor metrics is imperative to online content. You need to know who viewed your project and if you are pushing visitors through external avenues (ex. marketing and social media) to measure whether it is working for you or not.
This is the problem with most presentations. You create your content but then are left completely blind to its engagement level.
By using analytics, you can fully track the traffic on all projects. This will allow you to gauge the effectiveness of your projects over any given period of time.
When you create a presentation using Ingage, you can see who's viewing your presentations and what's grabbing their attention. You can use these numbers to adjust each slide and maximize its reach. For example, if people are spending more time watching the videos on your presentation, you can infer that videos drive more engagement. Try including more videos to get them to further engage with your content and even drive more sales. You can also bring insights to your sales team that will help them sell better and faster.
Make Engaging Sales Presentations with Ingage
Without a doubt, Ingage is the future of interactive presentations. It allows businesses and brands to create engaging presentations by featuring interactive presentation ideas. It also makes team collaboration a lot easier and faster, since the presentation is saved in the cloud in real-time. Any changes done to the presentation will automatically be reflected on all users.
Its powerful analytics helps sales leaders make key business decisions backed by facts rather than guesswork. You can even tweak marketing strategies in real time to get the best results. Ingage’s powerful platform is exactly what your team needs to drive engagement and increase sales.