Knowledge Storm. WhitePaperSource - The source for writing and marketing white pa. Using Blogs to Promote Your White Papers. 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. Want a tip? Whet your readers’ appetites. “A blog can be used to build anticipation,” says Denise Wakeman, an online marketing advisor who specializes in business blogging and is founder of the Biz Tips Blog.
“By writing blog posts before your white paper is even published, you can start exploring the theme of the paper in your blogs. This is a great way to start putting the thought into your readers’ minds that your white paper is coming.” Eye Appeal A blog is all about writing, right? When your well-crafted white paper is published, Denise advises, tell the world about it on your blog. It’s a mistake to assume that readers know how to download your paper. Give Value Denise says that because blogging is a personal form of communication, many bloggers tend to provide fluff. Using Facebook for Business Networking. 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? You can connect with legions of people in any industry organized by city, workplace, school and region.
Facebook users create their own profiles that feature photos and personal background, they exchange public or private messages and they join groups that share their interests. Using the site to spread the word about your business can pay off. According to a recent study by Aberdeen Group, top companies are using social-networking sites like Facebook to achieve improved interaction with customers. Facebook expert Mari Smith, known as “The Pied Piper of Facebook,” teaches courses on using the service for profit. Create a Strategy Mari says there’s an essential rule of thumb when using Facebook: “The number-one reason that people flounder in social networking is that they don’t have a strategy. Case Study: “Old-School” Marketing Gets Results. 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. MarketSense (www.market-sense.com), a 20-year-old business-to-business marketing agency based in Burr Ridge, Illinois, specializes in generating qualified sales leads for its clients. The full-service firm gets impressive results with precisely targeted direct mail.
Yes, good old-fashioned mail. Hit the Target Clark Jones, director of business development at MarketSense, explains, “Over the years, we’ve done email ‘blasts’ and online ads offering white papers to prospects within in our own databases as well as those from rented or purchased databases, but the results often fell short of our target. We needed sales leads that were more qualified.” “That’s why we like direct mail,” Jones says. White Paper Education vs. White Paper Selling. Have you seen any of the commercials for the Dyson vacuum cleaner? In these segments, founder James Dyson demonstrates the unique properties of their Root Cyclone technology and why it is a better path to a cleaner carpet. So in these commercials, is James Dyson educating you or selling you a vacuum cleaner? The correct answer is BOTH. In my opinion, it is possible to use a white paper to both educate a reader while explaining how a branded solution solves a specific business problem.
But for many marketing professionals, associating the words “selling” and “white paper” in the same sentence is akin to openly belching at a Malibu cocktail party. Their alternative approach is to use a high-level, generic description of a solution without mentioning it by name. So should you mention your product by name and thereby label your white paper as a sales tool, or instead provide a generic, high-level educational message that risks its subsequent lead-generation capabilities? 1. 2. 3. Free Business, Computer, Engineering and Trade Magazine Subscrip. Free Subscription. Have a website or a blog? Publish a newsletter or an RSS feed? Do you reach users interested in tech and business topics?
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