Using White Paper for Lead Generation

October 7th, 2009 → 1:08 pm @ Richard

So What is a White Paper Anyway?

• They are authoritative reports that address a problem and how to solve it.
• They have been used effectively for lead generation by most B2B marketers.
• Frequently used in government, they’re also useful tools for businesses.
• They provide you with the chance to demonstrate your expertise and give your prospects solutions to their problems.
• They can be used to attract interest – especially online – and are usually more formally written than articles or ebooks.
• They are also normally quite technical and detailed – they are big on specifics – which is why they are very common in the technology industry.

How To Write White papers

To effectively write a white paper, you should start with a problem in mind.  You should provide a solution to that problem and (ideally) demonstrate the benefits that your product or service can deliver.

They are not sales pitches. You need to be objective and professional.  You wouldn’t write a whitepaper that says that your company is “super awesome.” Stick to the facts, and you will leave a more professional impression.

Are White Papers Right for You?

Before you even start, understanding your customer base will help you to determine whether white papers are a good choice for your business.  Because they are usually quite formal, they might not be the best choice to target teens.  But if you are running a business that caters to business professionals, it might be more in tune with what you can offer your customers.

If you have a detailed solution to your prospects’ problems, then white papers may be appropriate.   But if you can answer that problem in an FAQ section or in a short article, then they are probably too formal for your needs.

Summary

White papers can be a great way to build leads and show off your expertise.  They can also help customers and prospects make better use of your products and services.  If you have detailed information that you want to put across then they can be a great addition to your marketing efforts.

Choosing the right tools to market your business is part of any good marketing plan.

If white papers are right for you, then make sure you understand the results you want to see and do your follow up to make sure it happens.

What Next?

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Tags: B2B Lead Generation, White Paper