How Can I Best Use LinkedIn SlideShare for Lead Generation? #AskLMS

October 29, 2015

Editor’s Note: This post is authored by Taylor Greason, Senior Manager, Corporate Development at LinkedIn.

Welcome to Ask LMS, where LinkedIn Marketing Solutions answers your questions about marketing on LinkedIn, content marketing, and more. On our last episode we answered the question, ‘How do I use LinkedIn Marketing to Build Awareness for a Non-Profit?’ In our latest edition in the series, we discuss how to best generate leads with LinkedIn SlideShare. Our question today comes from Eric.

Eric asks: How can I use SlideShare to generate leads?

Thanks for your question, Eric, we’re glad you asked! We believe SlideShare can be a vital component of any LinkedIn Marketing campaign. It’s an easy way to share your rich media content—slideshows, documents, infographics—with a wide audience.

In July, we launched Lead Generation on SlideShare to enable you to capture leads directly from your SlideShare content. The new product now also includes LinkedIn Autofill for more and higher quality conversions as well as the ability to collect leads via mobile. Setting up your lead capture form for your content is an easy four-step process:

  1. Choose Your Content

You can add a form to any of your existing SlideShare content, or upload something new. It’s a good idea to have a mix of content for readers at different phases in the buyer’s journey.

Best Practices:

  • Case studies and thought leadership content will likely resonate better for buyers in the top-and-middle funnel research phase. You may not see as many conversions with this type of content, but it’s a great way to educate and build awareness and you only charged for leads when they are actually submitted.
  • For buyers in the decision phase looking to learn more about your product or service, go for more specific, detailed industry content that appeals to more engaged readers at the bottom of the funnel and will likely lead form conversions.
  1. Customize Your Lead Form

Choose the questions you want to ask, where in the presentation the form should appear, and the location of your target audience. The form can be set to appear in four places triggered when a reader:

  • Downloads the SlideShare
  • Reaches a certain slide
  • Reaches the end
  • Clicks on the “learn more” button on the SlideShare

Best Practices:

  • Tailor your forms to ask fewer questions in forms for your research phase buyers. You can ask more questions of your bottom-of-funnel buyers that you need to qualify leads, as they are more invested in your specific solution.
  • A/B test your form placement and CTAs to see what works best for your goals. Putting the form at the end of the presentation will likely result in different quality leads and volume than in the middle or on download.
  1. Publish and Amplify

Obviously, the more people see your SlideShare, the more chances you will have to capture leads. Embed your SlideShares on your website, in blog posts, LinkedIn posts, sponsored updates—basically, anywhere you regularly post content. Share it on your social media channels as well, or even add suggested tweets in the presentation, and encourage your subscribers to like, comment, and re-share.

  1. Review Your Leads

Under the Account Settings menu in SlideShare, you can sync marketing automation tools from HubSpot or Marketo and soon Eloqua with your account. Then you can review your leads in the lead dashboard, export them as a .csv file, or view them directly in your marketing automation software.

Lead Generation on SlideShare is a quick and painless way to put your content to work capturing leads. Put your best content forward, and let us know how it works out!

How can we help you become more effective at marketing on LinkedIn? Submit your questions to us on twitter using #AskLMS, or click the banner below to send us an email. Who knows, maybe you’ll be featured in an upcoming post!