The paid search team at Red Ventures is made up of a group of people who love to learn. As a result, we’re constantly seeking ways to continue to grow and develop as both employees and as paid search marketers. This month, our team is launching T.A.D.A. (the Training And Development Academy): a series of engaging and informative weekly training sessions aimed at furthering the development of our team.
The first three sessions in the series focus on communication. As analysts who spend most of our time “in the weeds,” it can be difficult for us to take a step back and consider the most effective way to convey the story reflected by our data, especially to those who aren’t as familiar with tactical paid search lingo. Thus, we recruited two RV leaders, Jeff Mumford and David Torrence, to give us their takes on the key components of an effective marketing presentation. Here are the highlights:
5. Start with your story. As a digital marketer, it’s extremely important to understand the story you’re trying to tell. Ask yourself, “What is the crux of everything I am trying to deliver to my audience? What do I want my audience to think, feel, or do as a result of my presentation?” Asking yourself these questions will enable you to frame your story in a way that packs a punch with the audience and engages them from the very start.
4. Know your audience. Ask yourself, “How do I make myself more relevant to the audience I’m talking to?” You can do this right off the bat by finding an emotional hook. Knowing how your “why” connects with the people in the room so that they’re persuaded will allow you to more effectively deliver your message. Further, it allows you to adapt more easily if/when conversation in the room takes an unexpected turn.
3. When it comes to slides, less is more. We’ve all seen those PowerPoint slides so saturated with text they render us unable to focus on the content – let alone what the presenter is actually saying. Don’t be that guy. Work to simplify your slides to the least common denominator and include only what’s absolutely essential to get your points across. Still have an overwhelming, unwavering desire to include text on your slides? Use it to ask a question, to share an anecdote, or to summarize your key (and I mean key) points.
2. Memorize concepts not content. Practicing your presentation is important, but work on memorizing your key concepts instead of memorizing a script. This allows your presentation to be more conversational and makes it easier to adjust when a topic of debate arises in the room.
1. Be confident, be yourself, and have fun! It’s ok to be nervous. Nerves keeps you honest and show you care about your message. If you find your nerves debilitating, you can even make a joke about them at the beginning. People will laugh and connect with you because you’re being real. That being said, it’s important to know your presentation and to know your numbers inside and out. In order to fully engage with your audience, you should be able to go through your presentation in a relaxed manner without looking at your slides.
Presenting in front of a large group of people can seem daunting at first, but it’s a craft you have to hone to become an effective digital marketer. Presenting your data through an easily digestible story allows you to connect with your audience and ultimately sets you up to more effectively influence change within your organization.
Sydney Schreiner has been a paid search analyst at Red Ventures since August 2014. Before joining RV, she graduated from Davidson College (Go ‘Cats!), where she studied economics and math. In her free time, she enjoys running, practicing yoga, and discovering new restaurants in the Charlotte area.