The Fundamentals of a Marketing Presentation

Sarah George on Content Marketing

Marketing PresentationsAre you afraid of speaking in front of a group?

As a marketer, you have an increasing responsibility to collaborate with others and communicate your ideas. However, you can develop the skill of communication—starting with your next marketing presentation.  

To get started, you will learn the fundamental parts of a marketing presentation in this article. Those include establishing a problem, presenting and proving your solution, and putting that solution into practice.

You’ll also understand how to choose visual aids for your presentation and the basics of conducting a Q & A session.

Establish the marketing problem.

The first thing you should do in a marketing presentation is establish the problem. This foundation will give every team member a purpose for listening to the rest of your presentation. It keeps their minds moving forward with you rather than wandering off, or worse, getting confused.

Here are a few things to keep in mind when establishing the problem:

Who are your customers/readers?

New marketing ideas should always aim to serve your specific audience. If you create a marketing campaign that doesn’t interest your customers, you won’t see results. In addition, you will more likely receive positive feedback if your ideas fit your team’s established audience.

You should be able to get information about your company’s audience from your marketing team. Customer personas and audience data are good sources to use when creating your presentation.

Personas are imaginary characters that companies use to represent specific people in their targeted audience. These characters usually have specific names, backgrounds, problems, and desires.

Audience data is a collection of facts or numbers that reveal information about your audience.

For example, knowing that your audience interacts with your company the most on Twitter can help you center new marketing ideas around this platform.

In some cases, you may need to perform the audience data research yourself. Google Analytics will give you a wealth of information regarding your company’s web audience.

If you’re new to Google Analytics, take a look at how to use the tool in this article by Social Media Examiner.

What problems are customers facing?

After you understand your targeted audience, think through the types of problems they’re facing. If possible, you could look at customer surveys or suggestions for improvement. You can also talk to the sales team about common customer problems.

In addition, one great exercise is to brainstorm a list of customer problems.

Brainstorming is the act of coming up with new ideas as a group or an individual.

Begin by thinking about what needs and problems you would have if you were your customer. Write down any ideas or thoughts that come to mind. Then, you can use this list to either come up with relevant marketing ideas or identify which problem your idea will solve.

If you’d like to learn more about brainstorming ideas in detail, click here.

What marketing goal are you trying to achieve?

Next, you should keep in mind your company’s current marketing goals.

Common goals include:

  1. Increasing brand awareness

  2. Improving overall sales or conversions

  3. Generating more website traffic

  4. Generating more sales leads

  5. Improving the number of returning customers

Let’s define a few of these terms.

Brand awareness is a marketing measure of how familiar potential customers are with a company.

A conversion refers to the act of a customer buying a company’s service or product and, therefore, making a sale.

Website traffic refers to the number of people who visit a website and the number of pages they visit during the Internet session.

Lead generation is the strategic process a company uses to gain potential customers and turn them into buyers.

For example, if your marketing team is focused on increasing sales, team members might not appreciate a presentation on increasing brand awareness.

These 3 items—understanding your audience, addressing customer problems, and focusing on current marketing goals—will help you lay the groundwork for an effective marketing presentation.

In the presentation itself, you should spend a little time acknowledging this problem. However, the majority of your time should focus on solving this marketing problem.

Propose a well-researched solution.

After you establish a marketing problem, you should propose a well-researched solution. Whether or not you’re an experienced marketer, this step will prove the validity of your ideas to your team.

First, perform research on your marketing ideas. Can you give facts or statistics? Is there a case study that shows another company getting results?

You should use these facts directly in your presentation. However, make sure that those facts come from reputable sources.

As a rule, the more change you’re proposing your team members make, the more statistics and research you should have to prove your ideas.

Put the solution into practice.

Once you have proposed your solution, you will need to demonstrate how your team will put this idea into practice.

A few ways you can help team members understand this area:

  1. List and talk through each step of your solution.

  2. Show how you will measure success.

  3. Include the time frame for implementing ideas and achieving results.

  4. Set a specific, attainable goal.

List the steps to your solution.

Here, you will want to introduce the steps in broad terms, explaining the main ideas. Then, you can detail how individual departments or team members can implement those ideas.

For example, your first step might be to survey your company’s audience. In your presentation, you should introduce the step as “surveying the audience.” Then, talk about who will create the survey, how team members will deliver it to customers, and how and when the results will be measured.

Show how you will measure success.

Every marketing campaign should include relevant ways to measure its success. Your managers will want to know which key performance indicators you suggest they use.

Key performance indicators (KPIs) are a specific measurement a company identifies as important to its marketing goals.

For a list of common KPIs, take a look at our article “Terms You’ll Need to Know as a Marketing Writer.”

Include the time frame for implementing the ideas and achieving results.

Then, include your expected time frame for implementing your solution. In general, make this entire process as simple as possible.

Nail down an efficient process that will shorten timing and keep the work flowing. Not only will team members appreciate your thoroughness, but they will readily accept your ideas if they are easy to implement.

Set a specific, attainable goal.

Finally, state the goal you’re aiming for in the solution. For example, you might want to increase sales by 30 percent over the next 90 days.

When you set the goal, be sure that it’s attainable. You may increase sales by more than 30 percent, but that goal sounds more reasonable than setting it at 100 percent. You do want to challenge yourself and your team members; however, you don’t want your goal to discourage people.

Use visuals to supplement ideas.

Throughout your marketing presentation, you are aiming to express well-thought ideas while keeping attention. Using a variety of visuals will help in both of these areas.

Here are several visual aids to consider:

  • Whiteboard or chalkboard

  • Graphs or charts

  • Handouts

  • Props

  • PowerPoint presentation

When choosing visual aids, think about what will support your presentation the best. A collaborative presentation might benefit from a whiteboard where others can contribute their ideas. Whiteboards are also effective for demonstrating a process in action.

However, you may want to give handouts to team members when describing their individual responsibilities for implementing your solution. Also, many people like PowerPoint presentations for its variety and functionality, but you should still have a purpose for choosing this visual.

To learn more about creating a PowerPoint presentation, click here.

End with a Q & A session.

Finally, you should leave time in your marketing presentation for a question-and-answer session. This part of the presentation is just as important as the rest, and you should prepare for it.

First, brainstorm a list of questions your team members might ask.  You should include difficult questions or ones that may not relate to your presentation. Practice aloud how you will answer these questions.

Then, practice your presentation in front of trusted coworkers. Let them know about your Q & A ahead of time and ask them to challenge you with difficult questions.

Overall, your marketing presentation will communicate ideas effectively when you think through these individual parts and prepare ahead. Then, your marketing team can benefit from your ideas and thorough communication.

Summary: The Fundamentals of a Marketing Presentation

  • Establish the problem: Who is your targeted audience? What problems do they have? What marketing goal are you trying to achieve?

  • Propose a well-researched solution. The more change, the more facts and data you need.

  • Put the solution into practice. Give specific steps, measurements, time frame, and goals.

  • Use visuals to supplement ideas. Choose visual aids that will support the purpose of your presentation.

  • End with a Q & A session. Prepare for this Q & A ahead of time and be ready for difficult questions.

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