By Sheldon Gladstein
Over 80% of companies make the same mistake.
They post their white paper to their website… and wait.
And nothing happens.
White papers are extremely valuable tools for attracting leads, closing sales and helping companies reach positions of thought leadership. But they need to be seen to work.
Part 1 of this report discussed simple but effective methods to market your white paper. Part 2 continues with more suggested marketing methods.
Additional Marketing Plan Possibilities
Steve Slaunwhite, leading B2B copywriter, describes several “best practice” marketing plan suggestions. They include promoting white papers as if they had a price tag, using e-media such as electronic newsletters and blogs, distributing as “leave behinds,” utilizing direct marketing letters and more. These methods are particularly effective because they are simple - they do not require tremendous budgets, or intense levels of preparation to reach maximum impact.
But they are by no means the only possible components of an effective white paper marketing plan.
Michael Stelzner presents a number of additional suggestions:
Syndication
Companies frequently promote their white papers via syndication networks. In this scenario, companies pay a service provider who places the white paper across a network of targeted websites based on ideal leads. For a list of syndication resources, refer to Appendix III of Michael Stelzner’s Writing White Papers: How to Capture Readers and Keep Them Engaged.
Public Relations
Companies often hire public relations firms to promote their white paper, as well as the new technology or service it describes.
Pay-Per-Click Advertising
Google AdWords and similar tools are frequently effective methods of drawing attention to white papers. They are particularly targeted, as only those who are looking for the solution you offer click the relevant advertisement.
Stephan Tornquist, research director of MarketingSherpa.com, provides some further suggestions:
Search Engine Optimization (SEO)
Make sure to use the latest SEO techniques, particularly in press releases describing the white paper. This will enable a great deal of exposure in business press, in blogs, and at times in the mainstream press as well.
Podcasts
While rather new, podcasting can likewise get the word out about your white paper. Make sure to use someone with a passionate voice (both literally and figuratively) to announce and describe your product or service. Podcast in a series, rather than just in an isolated one-shot scenario.
Putting it All Together
White papers are extremely valuable tools for getting leads, closing sales, and becoming known as industry leaders.
But White Papers Must be Seen
Posting your white paper to your website and waiting is a recipe for failure and disappointment.
Use the ingredients in this report to build a marketing plan to promote your white paper. Make sure it gets seen. Make sure it gets read. Only then will the response you intended for be realized.
About the author: Sheldon Gladstein specializes in writing white papers. To learn more, visit www.WhitePapersThatWork.com.
