A Lead Generation Tool That Provides Results
White papers are information sources that serve as an educational tool and help you stand out as an expert in your field. They take a problem in your industry and offer a solution backed by research and facts. They can also help your brand stand out in a crowded market. The very nature of white paper marketing makes it an excellent lead generation booster.
Creating Content: White paper marketing only works as a lead generation tool if you’re crafting the content strategically. Even though your overall goal is to find more leads, that’s not the focus you’re looking for in the content.
Instead, you want to create a scenario where you’re trying to solve a problem that is affecting your target audience. The tone should be one of trying to inform and assist rather than pitch a sale.
You can even survey your audience about questions they have, via email or social media, and you can build a white paper around answering those questions
Channels are Important: Once you’ve created your white paper, you need to find a way to get it in front of your target audience. Blogging is often a go-to source for this as your blog can be a downsized version of what you discuss in the white paper, and as readers finish your blog, they’ll be motivated to learn more.
Put a link to your white paper in the blog and have them fill out the appropriate information that works toward your lead generation goals.
You can also promote the white paper in your social media posts with quick call to action sentences that give your audience a hint as to how their challenges can be resolved. Email blasts are also a great vehicle/channel for getting more eyes on your white paper.
White paper marketing isn’t easy. It takes time and effort, but it’s a perfect tool for improving your lead generation efforts. Rather than take chances and see no return on your investment, bring in a trusted professional to assist.
At SJC Marketing, we’ve helped many clients get the traction they need with expertly crafted white papers and campaigns to get them out to the target audience. Contact us today and let’s talk about your next lead generation campaign.