How to make a presentable marketing deck

Published on 24/06/2022 by Ojasvini

This article will discuss why businesses should create a marketing deck and how they can make it. We have also shared a few points to include in your business marketing deck, and a free downloadable sample deck, for your reference.

Presentation software can help businesses create a structured and detailed marketing deck

Today’s hybrid setup might have revolutionised the way people like to gather information. According to Harvard Business Publishing, ‘with so many employees working from home or in hybrid mode, and business travel in decline, there’s a growing need to find new ways to make effective presentations when the audience may be fully virtual or a combination of in person and remote attendees’.

The article further mentions that people would like to see visually appealing presentations backed up with data and other metrics. In such a case, presentation software can help businesses create a structured marketing deck and provide valuable information to the audience.

Why create a marketing deck?

According to an article by Masterclass, a marketing deck —also known as a pitch deck— is a visual document that provides viewers with relevant information about your products or services, business goals, financial objectives, and other important metrics. The article further mentions that ‘the best pitch decks are concise yet informative and contain easy to understand yet visually appealing slides, generally created using a software program’. Given below are a few reasons why businesses should ideally create a marketing deck.

1. To form a direct connection with your audience

A well-designed presentation can help businesses form a direct connection with their audience. For instance, a pitch deck can be used to let your target audience know about your business plan, products, or services. The deck should ideally be structured so that it conveys  a clear understanding of what you’re trying to pitch and why that particular product or service would benefit them.

2. To communicate your ideas in an effective way

Businesses can lay out their ideas effectively via a pitch deck and then present them to their audience. With this, all the ideas would ideally be collected in a centralised place. This might also help the viewers understand your pitch better. For instance, an employee working in an organisation can use a pitch deck to present his idea of implementing a new search engine optimisation (SEO) tool. This way, he could put together his marketing strategy in the slides, including the problem, solution, business impact, financial requirements, and other support required, and then present it.

3. To execute a sales pitch

A marketing deck might also serve as a platform for small businesses to create their sales pitch to persuade potential investors. Your pitch deck could serve as your company’s introduction to potential investors. You could explain precisely your business goal, target market, business model —meaning how your business will potentially derive income— your team, and other market analysis to investors.

What is presentation software and how does it work?

Presentation software helps users collect business ideas or gather required information in a centralised place —in the form of slides— and present it to their audience. Such software typically offers multiple tools to add relevant information to the slides in the form of images, texts, graphs, and videos. Some presentation software might also come with pre-made templates, helping users create slides more efficiently.

Other helpful functions of presentation software could include a media library containing a repository of icons, images and other graphics, customised layouts, multiple background effects, and the ability to share the presentation offline.

How can you create a structured marketing deck?

There might be many different ways of creating a marketing deck. Where one type of structure could work for a particular business, it might not be a proper fit for another. Here, we have given a few steps you could follow to create an organised and business-oriented deck.

Step 1: Introduce yourself and your business

Before coming to the business aspect, you should ideally introduce yourself and your business in the initial slides. It should be to-the-point for the audience to understand in one go. You may also need to identify the essential aspects of the information you’re providing, so that even if someone has not heard of your business, they are more likely to understand it. For instance, you can talk about the historical background of your business or some instances where your business might have gained popularity.

Step 2: Define the problem area

There should be a flow that connects your slides. Accordingly, in the next few slides, you can talk about a problem your business might be facing or other potential challenges. For instance, you could create a social media marketing pitch underlying the issues your business might be facing in reaching a more comprehensive set of audiences. You could include information on how this problem can affect your business and why it needs to be addressed.

Step 3: Provide potential solutions to the problem

In the next slide, you could discuss possible solutions to the problems you have already identified and communicated. For instance, you could provide solutions for your social media campaigns to work more effectively. You could talk about how techniques such as paid advertising, SEO practices, keyword research, and content marketing can help your business reach a wider audience.

Step 4: Talk about the overall business impact

You might also need to include information and data about how that particular problem impacts your business. In addition, you might also need to communicate how the results would affect the organisation once you implement your proposed possible solutions and work on the issue. For example, you could include charts and graphs and other marketing analytics data to show your current website traffic and the projected traffic after the problem has been solved.

Step 5: Provide competitor analysis and back it up with data

In the following slide, you could provide analytical data on how your competitors are doing. You could do some market research beforehand and prepare an infographic or add screenshots of your main competitors and what they are doing. For instance, you could check search engine results pages (SERPs) and see which competitors rank above you for a particular keyword. You could also show a comparison on how you can position yourself differently from them and if there is any possible scope for improvement.

Step 6: Follow a coherent structure and add other relevant slides

It would be ideal to follow a defined structure throughout your presentation. Apart from the introduction, problem, solution, and competitor analysis side, you can also consider including the following:

  • Product slide: if you are trying to sell a product, you might need to provide every detail regarding the look and feel of your product. You can also include the product’s unique selling point (USP) to let viewers know why your product is potentially better than others in the market.
  • Target market slide: in this slide, you could define your target audience to let viewers know what section of people you seek to gain attention from. You would need to identify your target audience’s interests, their engagement level, demographics, and other characteristics.
  • Traction slide: this portion of your presentation could include your business’s progress so far in terms of traffic or other financial data. 
  • Team members’ slide: in this section, you could introduce your team and how they’ve contributed to the overall business growth.

Step 7: Present confidently and welcome questions at the end

After rehearsing a few times, you might feel more confident in presenting your slides. At the end of your presentation, you can spare a few minutes for the audience to ask any questions. This might help you connect with your audience better and get a gauge on how your presentation went. You can end your presentation with a thank you note and ask for your audiences’ feedback.

What’s the key takeaway?

There might not be a single way or a hard and fast rule as to what sort of pitch deck would work best for your business. You can explore different software options available and curate your deck accordingly. The ideal way would be to first identify your business objectives and keep in mind the needs of your audience. In this way, you could not only create a presentable marketing deck but could also enhance your connection with your audience.

Looking for presentation software? Check out our catalogue!

This article may refer to products, programs or services that are not available in your country, or that may be restricted under the laws or regulations of your country. We suggest that you consult the software provider directly for information regarding product availability and compliance with local laws.

About the author

Content Analyst for Australia. Focusing on insights about software technolgies critical to SMEs. Insipred by growing tech trends and how these help SMEs to grow.

Content Analyst for Australia. Focusing on insights about software technolgies critical to SMEs. Insipred by growing tech trends and how these help SMEs to grow.