B2B Marketing nowadays is majorly dependent on Content creation & marketing. It is the quality content that attracts and engages the audience for your business. It won’t be wrong if we say that the entire purpose of Content Marketing is to give your audience and viewers something that is relevant and timely, while simultaneously providing them engaging information that they will enjoy and which will directly help to stimulate their interest in your product and services.
When we talk about Content and Content marketing, Whitepaper is the first thing that clicks to the mind. As a marketer, we all know what role a whitepaper plays when it comes to B2B or B2C marketing. Within the last few years, I’ve seen a real increase in the interest of educational material by the audience. White Papers and other educational notes are being downloaded much more frequently and the lead quality is also increasing due to it.
The white paper is used to inform and persuade the other company that a certain offering (such as a product or technology) is superior for solving a particular business problem or addressing a certain challenge. Creating a white paper promotional plan can help you reach a wider audience, attract more leads, and convert them into customers. Sharing white papers help boost your credibility and establish you as an authority on your subject.
However, only spending hours writing high quality and authoritative white paper does not automatically mean people will download and read it as well. For the same, you must be able to promote it up to your last audience so that it attracts them.
Let’s discuss a few strategies that can be used to promote whitepaper for generating leads for business –
Using a landing page for your white paper enables you to capture a visitor’s information in exchange for the white paper. This is a great way to capture leads who may be interested in your company’s products or services. A neat and focused landing page is a must have when it comes to promoting your white paper. Without a well-converting landing page, all your marketing efforts and the hard work will go in vain as it will fail to attract the audience.
Make sure it should also be accessible from all devices, looks attractive, and minimize the barrier for someone to download it with ease.
Emailing your existing customers, prospects, and partners is a great way to promote your white paper. These are contacts who will find your white paper highly relevant since they are interested in your business and the business challenges you help them solve. To promote your white paper, you can send an email solely for the purpose of announcing the white paper, or you can include it as part of your regular newsletter.
One of the best and effective methods to promote your white paper is by hiring a Marketing Agency. Once you hire a marketing agency, define your target audience, share your content to them and your job is done. The agency does all the work right from prospect discovery(contact discovery) to pitching your white paper to them with their consent. The agency then forwards you the list of leads who have shown interest in your white paper and then your role starts from there – to convert those leads into customers.
We at Apprise Marketing Services have proven expertise in the dissemination of whitepaper assets to clients with varied nature of businesses. We successfully generate whitepaper leads across all verticals and geographies in the given span of time. You can attract more leads by posting your white paper to a promotion service. Our services will promote your white paper, and you usually pay only for each lead we bring your way.
I always have been a firm believer that there is no alternative to social media if you want to market your product or service in a very cost-effective and efficient manner. Social media has the power of selling products right form $1 dollar chocolate to Million Dollars Sports Cars. Social media platforms, including Facebook, Twitter, Google+, and LinkedIn, have a customer, clients, investors and journalists from different spheres and each of them eager to hear a new story.
There are a number of whitepaper submission/ syndication sites, such as Find Whitepapers, CIO white papers review, White Paper Central, and Tech Target, which offer both free and pay-per-lead schemes for promoting your whitepapers. It probably depends largely on your niche as to whether this would likely drive leads or not, but as you can give them a shot for free it’s probably worth doing anyway. They make sure that the content is seen by the desired demographics.
It’s very important that your white paper should be present on your website for the visitors to download by submitting their details. Try writing a blog post on the topic covered in your white paper and publish it on your corporate blog, as well as on your LinkedIn profile.
You can have your whitepaper accessible to any guest visiting your website. Many companies offer their whitepapers to be downloaded by interested prospects, customers and clients. However, do ensure that the download formalities are easy, short and simple.
Videos are nowadays capturing digital marketing at the rate of a forest fire. According to statistics, more than 60% of businesses have started using video in their content marketing strategy. Your idea of video marketing can’t go wrong these days. Even the audience prefer watching videos rather than reading the content. So make a video based on some of the information in your white paper, and then upload it to your company’s website, YouTube channel, share it on social media and embed it in the aforementioned blog post.
Another way to get more eyes on your white paper is to structure an AdWords campaign around the topic of the white paper. Put a budget behind the campaign and see if you can get some traction (and some downloads) as a result.
Inviting people and influencing them to buy your products and services is a business strategy that many companies still imply. By hosting or participating in a trade show, event or a meet up where you offer your white paper as a gift to participants, you can drive up downloads and generate valuable leads. Make the webinar a next step that leads can take after they read your white paper.
We all know Content Marketing is today’s king of marketing. Marketers can use white papers as a powerful, effective lead generation tool. A good quality whitepaper can be one of the most effective marketing tools when it comes to lead generation through content promotion strategy. To succeed, with whitepaper marketing you need to promote your white paper very well. The only motive behind your white paper should be to reach as many existing contacts and potential customers as possible and to generate interest for your products and services.
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