Product launches can be incredibly powerful tools for uniting an organization. Have you considered launching your white papers like products? Product launches:
Social media and white papers have both earned their label as white-hot marketing vehicles within today’s rapidly changing online environment.
Back when marketers started using social media for business, they were like novice musicians. These days, many businesses play sophisticated scores, using social media strategically to boost their businesses. If you want to join this growing band of successful companies, attending this upcoming conference is a must.
Facebook fan pages are a great way to offer discussions, videos, blog feeds, events and other interesting content to your business fans. But did you know that you can add social oomph to your white paper launch by creating a landing page for it on your Facebook page? A Facebook landing page gives you a low-cost opportunity beyond your website and/or syndication sites to get your white papers in front of prospects.
Simply sending your well-crafted white paper to your many “fans” on Facebook is an obvious way to use the site for marketing. I recently spoke with two Facebook experts who shared some not-so-obvious methods you might want to try.
Staying informed of the latest social media trends will not only help you keep tabs on your old college crowd, it will also help you market your white papers more effectively. We caught up with a social media expert to get tips on the latest marketing tactics.
Today’s corporate executives don’t want a sales pitch, they want valuable content that helps them solve their business problems. Without a doubt, the best collateral to do that is white papers. If you’re a marketer who wants to unleash the power of the mighty white paper to reel in qualified leads, White Paper Success Summit 2010 will show you how.
You wouldn’t embark on a jungle safari without an experienced guide to show you the way. It’s the same in the social media jungle.
If you want to use social media sites like Facebook and Twitter to boost your bottom line, you’ll need some how-to directions.
After weeks of meetings, interviews, research, writing and editing, your white paper is done. Congratulations! Now your real work begins. Because the white paper baby you love will be awfully lonely—unread and unseen—unless you make active efforts to unleash it upon the world.
Marketing people often wonder how many white papers their company should publish. How many white papers are really “enough”? The answer, of course, is “that depends.”
The words “boot camp” conjure images of barking drill sergeants and grueling workouts. Michael Stelzner’s White Paper Boot Camp, San Diego has a different agenda: soothing ocean breezes, gourmet food, friendly networking and timely tutelage from the world’s top white paper pro. Stelzner will focus on using white papers to transform your business during the tough economy.
When it comes to marketing, one typically does not find the terms “white paper” and “commodity” appearing in the same sentence. Customers of commodity products and services have traditionally been interested in two things: price and availability. On the other hand, white papers have been associated with high-value solutions that fulfill a specific market niche and as a result, command a higher price.
You may have seen him chatting with Ellen DeGeneres on her daytime talk show, or exchanging late-night wisecracks with Conan O’Brien. Maybe you caught one of his high-energy keynote presentations at a corporate conference. Gary Vaynerchuk seems to be everywhere these days, and when it comes to using video to market your brand, he’s the guru to listen to.
A new report says that marketers have three main questions about using social media: What are the best tactics? How do I measure social media marketing effectiveness? And last but not least: Where the heck do I start?
You can use a blog to trumpet your opinions, write reviews of events and keep a personal—and very public—diary. Blogs can also tell readers about your latest, greatest white paper—if you know how to do it right.
By now you’ve heard about Facebook, the ultra-popular social networking site that boasts 150 million members. But did you know it’s also a very powerful business networking site?
Many white paper marketers swear by the latest online marketing methods. They think an eye-catching online ad or a persuasive email captures customers best. A successful marketing firm, however, has learned that an “old-school” method can do the job better.
Stop the press! If you want to get more exposure for your white papers, consider using the tried-and-true press release. Press releases can help you get more visitors to your website which leads to more sales. While press releases have been around forever, there’s a new way to think about press releases.
There’s Reddit, LinkedIn, Twitter and MySpace, not to mention FaceBook, Digg, Flickr and Zooomr. Social-media websites have eye-catching names and they’re a great way to get the attention of prospective customers. But you’ve got to know how to use them.
You work hard to craft great white papers. Don’t weaken their impact by promoting them on a landing page that doesn’t make readers respond. Superstar copywriter Bob Bly gave us some tips on creating landing pages that convert web traffic into leads and sales.
If you don’t know about Twitter, you should. It’s a social-networking and micro-blogging service that can help your business and build your list of contacts. If you’re lucky, it could even connect you with well-known CEOs, authors and execs.
The best white papers keep the reader in mind as they deliver powerful prose. A new white paper technology, however, is all about the viewers.We’re talking about video white papers: online presentations based on print white paper content. They rely on video, graphics and animation to clearly convey complex business information.
White papers that educate the reader get far better results than papers that rattle off one sales claim after another. California-based Apani Networks learned this lesson over the past year.
Web content sells. An effective content strategy, artfully executed, drives action. Organizations that use online content have a clearly defined goal—to sell products, generate leads, secure contributions, or get people to join and deploy a content strategy that directly contributes to reaching that goal.
Companies that recognize the superior value of white papers frequently realize the powerful benefits of parallel or follow-up case studies. Case studies (also known as business success stories) back up that claim with highly credible third-party proof of your solution in action.
Social-networking websites provide many things—online chat, messaging, e-mail, video and blogging—but can they help you build your business?
Silverpop Systems, a leading email marketing company based in Atlanta, faced a difficult question that often confronts companies in new industries: How do we create a reputation as an industry thought leader? An effective white paper marketing program looked like the answer.
You wouldn’t ask someone to marry you on the first date, right? Of course not. Instead, you’d nurture the relationship for a while before proposing to improve your chances of getting a “yes” when you finally do pop the question. Similarly, as a business-to-business marketer, you must develop sales-winning relationships with your prospective customers before you can expect them to say “yes” to your sales proposals.
Smart PDF files eliminate the need for registration forms on landing pages. Learn about this new technology.
When a search engine ad sends a potential customer to a landing page, the page should dish up a sample of the paper’s content. Many marketers make the mistake of not giving the reader a taste of what’s to come.
When the technology-consulting firm Information Architecture Group (IAG) took steps to make its white paper marketing program more efficient, it focused on a specific goal: Improving the quality of its sales leads.
Competition in the content syndication marketplace is becoming so fierce that, as a demand generation vehicle, white paper syndication is in danger of becoming a commodity, a program that advertisers evaluate on price alone. “If I can buy a lead from this vendor for $40,” the argument goes, “why would I pay another vendor $50?”
It’s a little-known fact there are important differences between content and search advertising on pay-per-click (PPC) networks like Google AdWords. Content advertising reveals ads on specialty websites. Search advertising shows ads in response to a user-entered search term. Understanding these distinctions are important.
For newbies to paid search advertising, entering this competitive auction-based marketplace for keyword ads for the first time can be a little bit daunting.
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