For this reason,
you can use white papers to fast-track the decision making process and
connect with these individuals faster. Here’s how to do it.
Recently we discussed White Papers and their effectiveness in generating business
leads. You might be interested in the following statistics, as they illustrate the
returns you can generate from a well-crafted white paper.
While working on a recent consultancy project, we prepared a
white paper as the main source of lead generation.
As budgets were tight we focused on
writing a short, high impact document. We wrote it in two days and then
published it online.
Only minimal registration (email address
only) was required to download
it. We used social media channels to highlight awareness and created a
specific landing page for the signup.
The response was better than we expected,
with many sign-ups in the first 48 hours.
Writing White Papers
Once the registration details came in, our Sales Team took it from there and followed
up the leads as fast as possible.
Less than 3 weeks after publishing this
white paper, our lead flow had increased from 25 leads per month to 280.
The point is that white paper marketing can
create opportunities very fast if you:
Prepare a useful document
Create a dedicated landing page
Follow up with the leads quickly
If you know your product's strengths, and
your customers' pain points, they will want to read how your white paper
solves their problems... especially when you write about a niche
industry or service.
To do this, a few points should be highlighted:
White papers require an investment in research and writing time.
White papers work well if you have a unique product with
information your clients don't have.
Create a unique angle that makes your white
easy for prospects to register for the download. Don't ask for too
much information upfront. The email address is the main item to
it too long. Five to ten pages is fine.
Next, be selective about who you chose to write the paper.
Think of your white papers as 'strategic' sales documents. Engineers
write these. Don't ask them-it's not fair for you or them. They can
contribute to the technical details, but you need to have an experienced writer managing
the overall delivery and coordinating all resources involved. If, you do have experience
in writing, it shouldn't take a lot of your time.
Set Yourself Targets
Most experienced writers should be able to
compile a white paper with sufficient source material and access to
specialists who can answer questions.
When writing the white paper, create a simple task list:
Identify the theme of the white paper.
Identify who can help me gather information and answer questions.
Get access to any documentation, images, or collateral you may
Create an outline; describe the main points and conclusions.
Schedule the document creation process, eg how you will create the
document over the next 5-10 days.
Identify who will review the document.
Confirm what format the white papers needs to be delivered in, for
example, RTF, PDF, ePub.
Confirm who will signoff the document once it’s finished.
Choose the subject matter that is the easiest to write about, and will generate the
most interest from your customer base.
When writing your white paper, use a light conversational style... as if you
were talking to a friend
sitting next to you.
white paper may indirectly promote your product or services, the sales angle is hidden in the
helpful, useful information that you are providing to your readers i.e. prospective
White papers help build credibility and have a long shelf life. Decision-makers
use them as a reference.
Include a section at the end of the
document about the authors (this makes it more personal) with contact
information, 1800 telephone numbers and email address.
Once you've written the article, get a
reliable person to check the grammar and spelling. Make sure it's clear,
concise, and to the point.
Then, leave it aside for a day or two. When you return to
it later in the week, you'll have some distance and be able to see where it needs
Now, you're ready to use it for promotion - and that's what we'll talk about next