14 Essential Tips for an Engaging Facebook Business Page

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Whether you're setting up a brand new Facebook Page for your brand, or you just want to make the most of your existing one, it’s probably a smart move -- Facebook is home to nearly 2 billion monthly active users.

It should be easy enough, right? Just slap together a photo, a couple of posts, and expect the leads and customers to roll on in, right?

Wrong.

If you're not creating a Facebook Page with a comprehensive strategy to get noticed, Liked, and engaged with, the chances of actually generating leads and customers from it are pretty slim. For example, you can’t just choose any picture -- you have to choose one that’s the right dimensions, high-resolution, and properly represents your brand. Download our Facebook Live guide to learn how to increase your social  following and brand awareness through live video.  

But it doesn’t end there -- so we compiled the tips below to make sure you're creating an engaging page that takes full advantage of everything Facebook marketing has to offer.

14 Facebook Business Page Tips

1) Don't create a personal profile for your business.

We’ve come across many well-meaning marketers and entrepreneurs who create personal profiles for their brands, instead of an actual Facebook Business Page. That puts you at a huge disadvantage -- you’re missing out on all of the content creation tools, paid promotional opportunities, and analytics/insights that come with a Facebook Business Page. Plus, a personal profile would require people to send you a friend request in order to engage with you, and the last thing you want to do is make that more difficult for customers.

And while you’re at it -- don’t create an additional public, “professional” profile associated with your business. For example, I already have a personal profile on Facebook that I largely keep private; the practice I’m talking about would be if I created a second, public one under the name “AmandaZW HubSpot,” or something along those lines. People usually do that to connect with professional contacts on Facebook, without letting them see personal photos or other posts. But the fact of the matter is that creating more than one personal account goes against Facebook's terms of service.

2) Avoid publishing mishaps with Page roles.

We’ve all heard those horror stories about folks who accidentally published personal content to their employers’ social media channels -- a marketer’s worst nightmare. So to avoid publishing mishaps like those, assign Facebook Business Page roles only to the employees who absolutely need it for the work they do each day. And before you do that, be sure to provide adequate training to those who are new to social media management, so they aren't confused about when they should be hitting "publish," what they should be posting, if something should be scheduled first, and who they should be posting it as.

To assign these, on your business page, click “Settings,” then click “Page Roles.”

Also, when sharing content on behalf of your brand, make sure you're posting it as your brand, and not as yourself. You can check that by going into your settings and clicking “Page Attribution.”

3) Add a recognizable profile picture.

You'll want to pick a profile picture that’s easy for your audience to recognize -- anything from a company logo for a big brand, to a headshot of yourself if you're a freelancer or consultant. Being recognizable is important to getting found and Liked, especially in Facebook Search. It’s what shows up in search results, pictured at the top of your Facebook Page, the thumbnail image that gets displayed next to your posts in people’s feeds … so choose wisely.

When choosing a photo, keep in mind that Facebook frequently changes its picture dimensions, which you can find at any given time here. As of publication, Page profile pictures display at 170x170 pixels on desktop, and 128x128 pixels on smartphones.

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4) Choose an engaging cover photo.

Next, you'll need to pick an attractive cover photo. Since your cover photo takes up the most real estate above the fold on your Facebook Page, make sure you're choosing one that's high-quality and engaging to your visitors, like this one from MYOB's Facebook Page:

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Keep in mind that, like profile images, Facebook Page cover photo dimensions also frequently change, so we advise keeping an eye on the official guidelines. As of publication, Page cover photos display at 820x312 pixels on computers, and 640x360 pixels on smartphones.

5) Add a call-to-action (CTA) button.

Since Facebook first launched the feature in December 2014, the options for brands to add call-to-action buttons to their Facebook Page's have vastly expanded. These are things like “Watch Video,” “Sign Up," or "Book Now" -- and each can be customized with a destination URL or piece of content of their choosing.

It’s a great way for marketers to drive more traffic to their websites, or to get more eyeballs on the Facebook content they want to promote. This is a great way for marketers to drive traffic from their Facebook Business Page back to their website. Check out how Mandarin Oriental uses the "Book Now" button in this way, to make it easier for viewers to make reservations.

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To add a call-to-action to your Page, click the blue “Add a Button” box.

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You'll then be able to choose which type of CTA you want to create, and which URL or existing content on your Facebook Page you want it to direct visitors to. To get data on how many people are clicking it, simply click the drop-down arrow on your button and select “View Insights.”

6) Fill out your 'About' section with basic information, and add company milestones.

We’ve arrived at one of the most important sections of your Facebook Page: the 'About' section.

Although visitors no longer see a preview of your “About” text when they land on your page -- instead, they have to click on the “About” option on the left-hand column next to your content -- it’s still one of the first places they’ll look when trying to get more information about your page.

Even within the “About” section, however, there are many options for copy to add. Consider optimizing the section that best aligns with your brand -- a general description, a mission, company information, or your story -- with brief, yet descriptive copy. By doing so, your audience can get a sense of what your Page represents before they decide to Like it.

You might also want to populate sections that allow you to record milestones and awards -- like when you launched popular products and services -- as well as the day/year your company was founded, or when you hosted major events.

7) Post photos and videos to your Timeline.

Visual content has pretty much become a requirement of any online presence, including social media channels. After all, it’s 40X more likely to get shared on social media than other types of content.

And while photos are a wonderful way to capture moments and an actual look at your brand, you should probably invest a good amount of time and other resources into video. The 2017 State of Inbound report cited video as the “main disruptor,” with 24% of marketers naming it as a top priority.

“Watch video” is one of the CTAs that Facebook allows brands to add to their Pages for a reason -- because it’s becoming one of the most popular ways to consume content. But it’s not just pre-recording videos. According to the social media channel’s newsroom, “People spend more than 3x more time watching a Facebook Live video on average compared to a video that’s no longer live.” So don’t be afraid to give viewers an in-the-moment look at what your organization does, but do make sure you’re prepared.

Not sure what your videos should look like? Here's a fun one that we put together on business lingo.

8) Determine the ideal timing and frequency for your posts.

An important consideration in your Facebook content strategy should be how frequently you post, and when. If you don’t post frequently enough, you won’t look as reliable or authentic -- after all, how much faith do you put in a brand that hasn’t updated its Facebook Page for several months? Post too often, however, and people might get sick of having their feeds flooded with your content.

Here’s where a social media editorial calendar can be particularly helpful. Like any other online content, it can help you establish a schedule for when you share particular posts according to season or general popularity. You’ll probably have to adjust your calendar several times, especially in the earliest stages of setting up your Page, since you’ll want to check the performance of your updates in your Facebook Insights (which you can navigate to via the tab at the very top of your page). Once you’ve observed popular times and other analytics for your first several posts, you can tailor your posting frequency and strategy accordingly.

Wondering how to schedule posts? You can either use an external publishing tool like the Social Inbox within HubSpot software, or the Facebook interface itself. For the latter, click the arrow next to the “Publish” button and click “Schedule Post.”

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9) Leverage Facebook's targeting tools.

Facebook allows you to target certain audiences with specific updates -- be it gender, relationship or educational status, age, location, language, or interests, you can segment individual page posts by these criteria.

Just click the small bullseye symbol on the bottom of the post you want to publish, and you can set metrics for both a preferred audience, and one you think might not want to see your content.

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10) Pin important posts to the top of your page.

When you post new content to your Facebook Page, older posts get pushed farther down your Timeline. But sometimes, you might want a specific post to stay at the top of your page for longer -- even after you publish new updates.

To solve for this, Facebook offers the ability to "pin" one post at a time to the top of your page. You can use pinned posts as a way to promote things like new lead-gen offers, upcoming events, or important product announcements.

To pin a post, click on the drop-down arrow in the top-right corner of a post on your page, and click 'Pin to Top.' It will then appear at the top of your page, flagged with a little bookmark. Just keep in mind that you can only have one pinned post at any given time.

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11) Decide whether you want Facebook fans to message you privately.

If you want your Facebook fans to be able to privately message you directly through your page, definitely enable the messages feature. You can do so by going to your settings, clicking on “General” on the left-hand column, and then looking for “Messages” on the list of results.

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We recommend enabling messaging on your page to make it as easy as possible for your fans to reach out to you -- but only do so if you have the time to monitor and respond to your messages. Facebook Pages now have a section that indicates how quickly a brand responds to messages, so if you don’t want that section saying that you’re slow to answer, you might just want to skip enabling that feature.

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12) Monitor and respond to comments on your page.

Speaking of monitoring the interactions your fans have with your page, don't forget about comments. You can monitor and respond to comments via the 'Notifications' tab at the very top of your page. While it may not be necessary to respond to every single comment you receive, you should definitely monitor the conversations happening there (especially to stay on top of potential social media crises.

13) Promote your page to generate more followers.

Now that you've filled your page with content, it's time to promote the heck out of it.

One of the first things you can do is to create an ad promoting your Page. To do that, click the three dots at the top menu bar above your posts and select “Create Ad.” From there, Facebook will let you start creating an ad from scratch based on your goals -- things like reach, traffic, or general brand awareness. Choose yours, then scroll down and click “continue.”

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After that, you can choose your targeted audience (similar to what you did with your promoted posts above), where on Facebook you want it to be placed, and your budget -- you can learn more about paying for Facebook Ads here.

You’ll probably also be asked to add some creative assets or copy. Remember, you’re paying for this, so choose something that’s going to grab attention, but also has high quality and represents your brand well.

14) Finally, measure the success of your Facebook efforts.

There are a couple of ways to execute this step. You can use something like the social media reports tool in your HubSpot software, and you can dig into your Page's Insights, which allow you to track Facebook-specific engagement metrics. Here, you'll be able to analyze things like the demographics of your Page audience and, if you reach a certain threshold, the demographics of people engaging with your page and posts. As we mentioned earlier, the latter is especially helpful to modify your Facebook content strategy to publish more of what works, and less of what doesn't. You can access your Facebook Page Insights via the tab at the top of your page.

How have you set up top-notch Facebook Pages? Let us know in the comments.

Editor's Note: This post was originally published in December 2013 and has been updated for freshness, accuracy, and comprehensiveness.

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The Simple Test That Doubled Leads in One Week

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We’ve talked about the best practice of matching your offer and blog post topic as tightly as possible many times on the HubSpot Marketing Blog. But just in case you haven’t heard of this best practice before, I’ll give an example.

Let’s say you have a post explaining different types of commercial cooling systems that gets a steady amount of organic traffic each month. The best fit offer for this post would be a quiz to determine the right cooling system for your business, or a cooling systems pricing comparison sheet.

Because the offer closely aligns with what brought the visitor to your blog post in the first place -- an interest in learning about commercial cooling systems -- it’s natural for visitors to want to consume this additional content and convert on a lead form. On the other hand, an ebook on ventilation best practices probably wouldn’t convert traffic as well, since it’s not as well-aligned with the topic of the blog post.

A few years back, we did an audit of our highest organic traffic posts on the HubSpot Blog to see if our offers were as optimized for conversion as they could be. We found several areas to more tightly align blog post topic with offer topic, and saw CVRs climb. For example, conversions from this post increased considerably when we swapped a generic marketing offer for a press release template.

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The bottom of the post CTA

Fast forward to today. It had been a while since we took a look at those posts. After all, all of the optimization work that could be done had been done, right?

But then I started digging into the conversion rates of the offer landing pages themselves ... and discovered a whole new gold mine of opportunity.

Here’s the quick and dirty of how I doubled leads from 50 of our top-performing blog posts in one week by analyzing landing page CVRs.

Gathering the Data

First, I created a massive spreadsheet that included data on:

  • Blog post traffic
  • Leads generated from blog posts (HubSpot customers, you can do this via attribution reports. Learn how here.)
  • Conversion rate of offer landing page

Here’s what that looked like (this snapshot features some of our worst-converting blog posts -- clearly, there's some work to be done):

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Blog data: URL, views, leads attributed, and CVR

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Separate tab with offer LP submission rate data

Then, I sorted by highest number of blog post views and highest number of leads generated, and started comparing to offer landing page CVR. This helped me prioritize my optimization efforts so I could see where the potential to move the needle was the greatest -- i.e. an offer with a 70% submission rate but 800 monthly views wouldn’t be as good an opportunity to increase raw leads as one with a 45% submission rate and 15,000 monthly views.

The sweet spot was high blog post views + low number of leads generated + low landing page submission rate.

Auditing the Offers

Then, for the top 150 viewed blog posts, I manually audited and noted the URL of which offer LPs were being used. I found that some offers were tightly aligned to the topic of the blog posts while others were not. I also found that some of the offers we were directing visitors to were out of date -- not the best experience.

Next up? Some VLOOKUP magic to match offer landing page submission rate to the blog posts that offer was being linked from. It quickly became clear that some of our best-performing blog posts were pointing to some of our worst-performing offers. I also spotted a few trends in subject matter among our lowest performers, such as social media, career development, and content creation.

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Finally, I went through our offers library and identified the content offers with the highest submission rates, and sorted them by topic category. These would be the replacements for the laggards.

The Results

After all this number crunching, I was able to identify 50 blog posts that represented our lowest-hanging fruit. I went through and swapped out these posts’ CTAs (or created new ones from scratch) for the most tightly-aligned offers with the highest submission rates.

The results were even better than I expected. After one week, these posts generated 100% more leads than average -- even while post traffic was down 10%. This seemingly small tweak made a big impact on our leads.

We'll be keeping an eye on how this pans out long-term. But in the meantime, here are a few takeaways and lessons learned I hope will be as valuable for your team as they were for ours:

  • When deciding what offer to pair with what blog post, don’t neglect to check the submission rate of the offer landing page. As we found, this is an easy way to quickly increase the number of leads you’re generating from your best-performing blog posts -- especially if you have multiple offers on the same or similar topics.
  • Regularly audit your offers to ensure the content isn’t out of date. Outdated content will create a negative visitor experience and hurt your conversion rate.
  • Regularly audit the conversion paths of your top blog posts. Set aside time for optimization every few months so you can ensure you’re using your content to generate the most possible leads. Optimization isn’t a one-and-done thing.

Have you ever done a similar optimization project? Comment below with your best experiments and hacks to increase conversion rate below (and hey, we might even feature your experiment on our blog).

HubSp

Facebook has a rainbow Pride reaction, but not everyone gets to use it

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It's June again, which means it's that time of year when Facebook sticks a rainbow on several of its features in celebration of Pride. This year, to the delight of many, the company went so far as to create a rainbow Pride reaction to join in with the hahas, wows, and other well-known digital icons.

Slightly less delightful was the realization that the rainbow reaction is suspiciously absent from the profiles of some users who just so happen to live in countries that oppress members of the LGBTQ community.  

More about Facebook, Lgbtq, Pride, Facebook Reactions, and Rainbow

Google Cloud Platform launches in Sydney

 Nobody can accuse Google of not moving as fast as it can to make up the considerable gap in available cloud regions between its Google Cloud Platform (GCP) and its two biggest competitors: AWS and Microsoft Azure. Today, the company is launching its previously announced Sydney region. This marks yet another step in Google’s expansion of GCP’s footprint in the Asia Pacific region.… Read More

Pipeline problem? This tech company says ‘No excuses’ with a transparent diversity report

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Silicon Valley is known for being white and male. 

Square isn't different. It is, however, different in how it's talking about addressing that issue. 

The payments company, led by Twitter cofounder Jack Dorsey, released its first-ever diversity report Tuesday that justified the same-old narrative, with numbers. Overall, 63.3 percent of the company is male and 57.3 percent is white. 

The company isn't letting that go or justifying the dismay with excuses. 

Image: square

"We believe ongoing improvements to sourcing and hiring processes are driving some of this progress. We don’t subscribe to a 'pipeline' excuse; we’ve been able to draw from the current pipeline, in particular for new college grads," Square wrote in its diversity report.  Read more...

More about Facebook, Silicon Valley, Jack Dorsey, Diversity, and Square

Google makes splitting the cost of Project Fi group plans easier

 Every carrier offers group plans that allow you to share your wireless plan with multiple friends, family members or, if you are so inclined, random strangers. That means you’re only getting a single bill for all of these people, though, which means you have to find a way to repay the main account holder every month. For a service like Google’s Project Fi, where every user may… Read More

Here’s how to watch OnePlus 5 unveiling live

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Https%3a%2f%2fblueprint api production.s3.amazonaws.com%2fuploads%2fvideo uploaders%2fdistribution thumb%2fimage%2f3276%2fe848dbdb b517 4bc3 8e71 2d334c5c9a5e Read more...

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How to Keep Your Computer’s Desktop Clean & Organized: 7 Helpful Tips

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If you fell behind on your spring cleaning this year, it's okay -- so did I. I haven't put away my winter coats, I haven't unpacked all of my moving boxes, and I haven't cleaned my computer's desktop lately.

You know what I'm talking about -- all those forgotten documents and miscellaneous screenshots that have been slowly taking over our screens for weeks -- and sometimes, even months.

Hoarding files on your desktop not only makes it challenging to locate what you need when you need it, but it can also compromise the speed of your computer. Download our complete guide here for more tips on improving your productivity.

To help you keep your desktop tidy, we've come up with a few helpful tips. From creating a folder system, to trying out a new desktop design, these suggestions are designed to help you unbury yourself and stay productive in the process.

7 Computer Desktop Organizing Tips

1) Create a folder system.

Be honest: How many files do you have on your desktop right now? 10? 20? 100? Have you lost count? If your desktop looks anything like the image below, you may want to start by moving everything into one folder to clear the air.

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Source: Gizmodo

To create a new folder on a Mac, right-click on your desktop and select New Folder from the menu. The folder will appear on your desktop instantly. To change the folder's name, double-click on "untitled folder," and you'll be able to edit a text box with a new name.

To create new folders in Windows, right-click on your desktop and select New > Folder from the menu. To rename the folder, click on it, enter a new name, and then press Enter.

Once you have your folders created, you can begin to divvy up your files. How you choose to organize your folder system will be dependent on your specific role. For example, I frequently write blog posts that contain a lot of visual examples. To simplify the process and keep a record of what I've included in the past, I've created two folders: Current Examples and Example Archive.

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When I'm rounding up examples for a new post from the web, I drop them in the Current Examples folder. This way, I can easily locate them when I go to write the post. Once the post is prepped and scheduled, I move the images to the Example Archive folder to make room for my next post.

2) Choose a naming convention for your files.

One of my biggest worries when I implemented a folder system was that it would be too difficult to find my files once I got organized -- ironic, right?

But between documents, screenshots, and other files for the multiple blog posts I work on each week, there are a lot of different items I'm dropping into folders that can get lost in the shuffle. That's why I started using a naming convention to organize my files, so I could quickly find them once they were organized into folders.

Choose a naming convention for types of files, topics, projects, or any other way that makes it easy for you to search for them. For example, when I'm creating files for HubSpot Marketing Blog posts, I use this naming convention:

  • MKTG-Draft-OrganizeDesktop
  • MKTG-Screenshot-OrganizeDesktop
  • MKTG-GIF-OrganizeDesktop

This way, it's easy for me to find files by typing Command + F (Mac) or Control + F (Windows) and typing in the naming convention to narrow your search:

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This way, I don't have to click into my perfectly organized, but likely very full, folders to find exactly what I need. Instead, I can simply search for and immediately find files by using my naming convention.

3) Experiment with a sectioned wallpaper.

Want to take your folder organization a step further?

While your desktop wallpaper is a great place for you to display a photo of your dog or latest vacation, there are also a ton of wallpaper options available that can actually help you stay organized. These wallpaper designs -- in combination with your folder system -- make it easy to corral specific sections of your work. (It's kind of like using iPhone folders ... but for your desktop.)

To get you started, we've included a few options to choose from below.

MoritzFineDesigns Yellow Wallpaper

[Download here via Moritz Fine Designs]

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[Download here via Lifehacker]

MoritzFineDesigns Chalkboard Wallpaper

[Download here via Moritz Fine Designs]

Lifehacker Organized Wallpaper Design

[Download here via Lifehacker]

4) Use a Chrome extension to pre-organize your screenshots.

Screenshots are one of the biggest contributors to desktop clutter. When you capture a screenshot on a Mac (Command + Shift + 3) or PC (Alt + Print Screen), the image saves directly to your desktop. And if screenshotting is something you find yourself doing a lot, you'll notice that it doesn't take very long for it to make a mess of things.

To avoid having your screenshots automatically save to your desktop, you can use a screen capture tool such as the Awesome Screenshot extension for Google Chrome. Not only does this tool provide you with more advanced screen capture capabilities -- annotations, selective capture, delayed capture, etc. -- but it also aims to simplify the way you store your shots.

With Awesome Screenshot, you have the option to manually choose where you'd like to save your file, or you can create an account where you can save files to specific projects.

The latter will require you to sign up for a free account, but here's how it works:

  1. Capture an image by clicking the extension and selecting an option from the menu.Capturing a Screenshot on Awesome Screenshot
  2. Crop and annotate your screenshot as you see fit, and then hit Done.Awesome Screenshot Annotation
  3. Select your desired option for saving from the menu on the right. If you'd like to save the image to a project's folder on Awesome Screenshot, select Save on Awesome Screenshot at the top.Awesome Screenshot Save
  4. Insert a name for your file and identify which project you'd like to save it to by selecting an option from the menu. To save it, hit Upload.Awesome Screenshot Saving Option
  5. To access your file at any time, visit the appropriate project folder in your account dashboard. Awesome Screenshot Project Library
  6. When you add screenshots to a project folder, you can then collaborate with other members of your team by sharing the folder, adding point-specific comments, further annotations, etc.Awesome_Screenshot_Project_Commenting.png

5) Get inspired by a motivational wallpaper.

Not a fan of the sectioned off wallpaper? No worries. There are other wallpaper options that can give you the motivation to stay organized.

According to psychologist and motivation expert Jonathan Fader, inspirational or motivational messages often serve as a powerful incentive for us to try harder. "There's a little bit of implicit coaching that's happening when you're reading it. It's building that self-efficacy in that kind of dialogue that you're having with yourself," he explains.

So if you're looking for a little coaching to help you stay organized, adding an inspirational message to your desktop can serve as a friendly, daily reminder.

Want to create your own motivational wallpaper? Follow the instructions below to learn how using Canva.

  1. Click on "Use custom dimensions" in the top right-hand corner and add your dimensions. Some of the most common desktop wallpaper resolutions are: 1024 x 768, 1280 x 1024, and 1920 x 1080.Canva_Custom_Dimensions.png
  2. To add a background image, click on Elements > Photos. You can also choose a plain color or pattern background by selecting Background.Canva_Elements_and_Photos.png
  3. Select a photo and adjust the size using the resizing points around it. Canva_Photo_Background.png
  4. To add text, click on Text and choose a heading or template from the options listed. Adjust the template text by adding your quote of choice. (I chose a quote from Barbara Hemphill on clutter.)Adding_Text_to_Canva.png
  5. To save your creation, click on the Download button in the top right-hand corner and select Image: high quality (PNG).Download_Your_Desktop.png

To set this image as your wallpaper on a Mac or Windows computer, refer to the following tutorials:

6) Invest in a storage solution.

If you're constantly dealing with managing and organizing a lot of files, you may want to invest in an application like Dropbox to better manage your assets.

Dropbox is a file hosting service that offers cloud storage and file synchronization. Users can create a folder on their computers that syncs with the service, making it easy to access the content no matter what device you're using. Rather than dragging everything onto your desktop, simply store it in Dropbox where you can quickly and easily search for it whenever you need it.

You can also share folders with other users to create a central space for all of your shared files. This helps to prevent any bottlenecking that might occur when others are forced to wait on you to locate a specific file.

Clean desktop. Organized files. It's a win-win for everyone.

7) Schedule a weekly or monthly cleaning.

As shown by the example we used back in the first tip, it's easy for your desktop to get kind of, well ... scary.

To ensure that you're keeping up with desktop maintenance on a regular basis, set a recurring event on your calendar to remind you to get rid of anything unnecessary. This can be a weekly or monthly event, depending on how much damage you typically do.

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How do you organize your desktop for optimal productivity? Share with us in the comments below.

Editor's Note: This post was originally published in December 2015 and has been updated and for freshness, accuracy, and comprehensiveness.

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Important Lead Generation Lessons Learned from Over 1/4 Million SlideShare Views

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According to DMR Stats, SlideShare users add more than 400,000 new presentations per month. The site receives 159 million page views per month, and has more than 70 million users.

And it’s one of the most underutilized lead generation tools we marketers have in our quiver.

Sure, it has a paid lead capture form, but even without it, organic calls-to-action (CTA) work beautifully. Plus, with the embed feature, you presentations are highly portable and easily placed in blog posts, bylines, and on social media.

Out of the 30-plus decks I’ve posted, four of them have been featured on the SlideShare homepage. That helps drive a considerable amount of visibility and referral traffic. While I can’t tell you exactly how to get featured there, I do have a few ideas.

The icing on the cake, perhaps, is that incoming traffic from a CTA slide can convert at incredible rates -- much higher than any other social media platform. Here are some analytics from a new deck after just a few days live:

Here are the lessons learned in more detail:

Always end with a top to mid-funnel CTA slide.

As content marketers it is our duty to provide our content consumers with what to do next. If someone is going to take the time to read, watch or listen to our content we owe them the next step. As a result, it is absolutely prudent to include a top to mid-funnel CTA at the end of the presentation.

There’s a reason to put it at the end, too, but more on that shortly.

Also know that the lower the CTA is in the funnel, the less conversions you’re going to get. Having a CTA to sign up for a free demo will get far less action than offering up an ebook.

Above are examples of what CTA slides can look like. All but the last CTA are just JPGs so the buttons don’t work. You’ll want to make sure your buttons do. If you want more examples feel free to check out my SlideShare account. I’ve retired some of the really old stuff, but there are plenty of goodies still in there.

SlideShare referral traffic has more inherent trust in you.

How would I know this? Easy, look at the conversion rates below. These are Relevance.com conversion rates since November of 2012 for social media channels. Meaning – if someone clicked on any link to our website on social media this was the percentage of people that converted on a landing page.

Here’s the thing -- If someone is going to trudge through 30, 50, 100 slides and get to the end, they clearly liked the content and found it helpful. Otherwise, they would jump ship before the end, never see the CTA, and never become referral traffic.

I’ve experimented with placing CTA slides in the middle of decks and they don’t perform nearly as well as the ones at the end. Besides, you want to give the content consumer a chance to get through the deck before they click away. They might not trust you enough to click through to your landing page yet, let alone fill out your form.

Slide embeds on bylines and guest posts on popular sites get a ton of views.

Below is a chart of all of the traffic sources to my presentations. Sometimes these presentations are from speaking appearances, but sometimes I’ll create one just for a post. There’s a reason why almost 75% of the traffic comes from embeds and referral sources. Anytime I get the chance to write for HuffPo, Guardian, Moz, Social Media Today, etc. I try to include an embed of a presentation.

This serves three purposes -- more visibility, a baked-in CTA (many of the sites I write for don’t like overtly written CTAs, but have no issues with one in a deck), and the slide view count is a way to monitor how many people are reading the article.

With the embedded deck I can go back to SlideShare and get a rough estimate as to how many people read the article I wrote on Moz without having to ask them how many views it got. While Moz does indeed show 30 days of analytics via a link below the comments section, SlideShare gives a lifetime view count.

SlideShare will feature your deck on its homepage if it’s good.

Here’s where I have to rely on my gut since I don’t know exactly how SlideShare determines which decks are considered to be featured on the homepage or in a category. Since I’ve had four decks featured on the homepage and four more featured in the marketing category I have a hunch.

If you can get your deck embedded on a highly traveled website within 24 or 48 hours of uploading someone at SlideShare takes notice of its popularity. I believe it’s at this point they determine whether or not to feature it in a category or the homepage. This has held true with all of my decks that have been featured.

If SlideShare isn’t a channel you use to drive leads, I highly recommend you make it one. The numbers don’t lie -- it’s arguably the most efficient social media lead generation tool on the Internet. Making a presentation can be a lot of work, but if you repurpose it well and get it out there it can sure be worth the effort.

Now let’s see what I can learn in the next quarter million views ...

Editor's Note: a version of this post first appeared on Inbound.org, HubSpot's community for inbound marketers. 

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Google launches its AI-powered jobs search engine

 Looking for a new job is getting easier. Google today launched a new jobs search feature right on its search result pages that lets you search for jobs across virtually all of the major online job boards like LinkedIn, Monster, WayUp, DirectEmployers, CareerBuilder and Facebook and others. Google will also include job listings its finds on a company’s homepage. The idea here is to give… Read More
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