In the current business environment, content marketing has quickly become a sure-fire method of attracting and retaining leads – and ultimately increasing revenue. Presentations have continued to be an integral piece of many companies’ content marketing puzzles. According to the Content Marketing Institute, 65% of B2B establishments incorporate online presentations into their strategies. Of the 65% who do this, 58% vouch for their effectiveness. With SlideShare, for example, individuals and companies are able to track views of their presentation, as well as downloads and various other valuable statistics. But how do you go about measuring presentation performance that exists very much offline?
Utilize gated content
You place gated content on landing pages and forms throughout your website, so why not take that concept and apply it to your presentations? At the end of your deck, include a link and encourage your audience to navigate there for a special content offering. Keep track of how many people fill out the form and download the piece of gated content prior to your presentation. While this isn’t a completely accurate way of determining presentation ROI, it certainly provides a benchmark for content marketers assessing presentation performance.
Implement 360 Reviews
At Ethos3, and within a variety of other companies and industries, 360 reviews are used to evaluate the performance of employees across departments. Peers analyze their other peers and outline what they believe to be a specific individuals strengths and weaknesses. Then, business and company leaders discuss the results with that individual. Take this same approach to your presentations. Following the conclusion of your presentation, pass out hard copies of a survey; ask for feedback via a candid discussion; or include a link to a survey on the final slide. Maybe even sample a few audience members and invite them to have a brief 10-minute conversation with you about your presentation performance.
Track audience attendance
Over time, keep detailed records of how many presentation attendees you see, what type of people are attending, and general vibes you’ve gotten from each audience. Again, not totally accurate, but still a great assessment of your own personal perspective of your presentation performance.
Some, like 76% of US retail marketers, argue that their ROI from digital marketing surpasses their ROI from offline channels. However, presentations are somewhat of a necessary evil. A fantastic method to spread your message, but oftentimes a pain to gain results information and data from your efforts.
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