Have you ever considered using a whitepaper to generate leads? The power of whitepapers is all too well known in America. Almost every B2B marketing manager selling something in the US that’s new, complex, misunderstood or expensive has a whitepaper to promote. After all, 85 per cent of technology decision makers have read a whitepaper to help them make a purchasing decision.
In the UK, however, not all B2B marketers are entirely sure of how to integrate a whitepaper into their marketing campaigns, so here are the main steps I recommend to get you started:
Step 1: Determine if a whitepaper would be suitable
Whitepapers educate and persuade readers and decision makers by proposing solutions to problems. They explain, objectively and comprehensively, how a technology, product or service can overcome challenges. For technologies, products and services that are new, complex, misunderstood or expensive, a whitepaper can give decision makers the information they need to make informed purchasing decisions, which are ultimately favourable to your company.
Step 2: Write a persuasive whitepaper
For a whitepaper to generate leads and sales it must be written correctly. Readers want to be educated before they make an important purchasing decision. They therefore want to read substantiated information that is unbiased and comprehensive, so they can be confident they’re making the right decision.
The best whitepapers stick closely (although not necessarily rigidly) to the following format and techniques:
Typical whitepaper format:
1. Abstract
2. Introduction
3. Problem explanation (including objective evidence)
4. Solution explanation (including your solution in comparison to other solutions)
5. Conclusion
6. Factual and extremely brief company summary
Typical whitepaper techniques:
1. Concise abstract: The abstract is the shop window of your whitepaper. It helps potential leads decide whether they should download the whitepaper so it should raise curiosity to encourage them to read more. If you’re writing the whitepaper yourself, you’ll find it easier to leave the abstract until last.
2. Objectivity: You should not underestimate the importance of objectivity. Do not make subjective or unsupported claims and do not be tempted to repeatedly name-drop because you’ll reduce credibility.
3. Product information: Whitepaper readers want to learn how solutions can help them, so carefully placed and unbiased product information can aid them with their purchasing decisions.
4. Case studies: Including a case study or two is not always necessary but they do demonstrate how a technology, product or service actually works, which can make the whitepaper more persuasive.
5. Diagrams: Including diagrams is advisable because they not only help demonstrate your solution but breakdown text so each page is more inviting and digestible to read.
6. Length: When it comes to length it’s important to strike the right balance. If the whitepaper is too short it won’t provide enough information. If it’s too long you run the risk of including irrelevant information and overloading readers with information. Aim for between four and 10 pages.
7. Outstanding writing quality: If the whitepaper is well-written, all of the above techniques will effortlessly fall into place and you’ll communicate the message succinctly and convincingly. This means you’ll have the best possible chance of persuading readers and generating sales.
Step 3: Avoid common errors
Most whitepaper errors arise in the content. All too often there is too much product information and not enough general technology, product or service discussion. As a result these whitepapers lack a problem-solving focus and lose the credibility and influence associated with a powerful whitepaper.
To avoid such pitfalls steer away from a company-focused solution and address problems using an all-encompassing approach. If you’re competing with other technologies, products or services then cover these too, but make sure you explain them in context to your solution and the challenges readers face. Above all, make sure every statement is objective. Don’t list a competing solution’s disadvantages if it’s just your humble opinion. If there are disadvantages then back them up with some form of evidence, such as a case study.
Step 4: Distribute widely
Once you’ve written and formatted your whitepaper, it’s time to start generating leads and supporting sales. Unlike other traditional marketing literature, such as brochures or case studies, whitepapers are easy to distribute and have a wide range of applications. Moreover, you can recycle the content in various other forms of marketing literature, such as articles and webinars, which will spread the cost of the initial investment and maximise your return on investment.
Using a combination of the following promotion suggestions will help you get the most from your whitepaper:
1. Upload to your website or prompt visitors to request a copy.
2. Write and distribute a press release about the whitepaper.
3. Write articles using content from the whitepaper.
4. Write blog posts based on the whitepaper.
5. Hand out at exhibitions.
6. Use in direct marketing campaigns.
7. Use in direct response marketing campaigns.
8. Use in viral marketing campaigns.
9. Promote using online/social media.
10. Upload to syndication sites.
11. Distribute via RSS feeds.
12. Promote the content in a webinar.
Summary
In summary, whitepapers are widely regarded as the ultimate B2B sales tool in the US and should also be in the UK. They are sought after, highly viral and easy to distribute, making them an excellent source of lead generation. Crucially, a well-written whitepaper will demonstrate leadership, educate readers, and ultimately, persuade them to buy your solution.
