White papers have become an important part of the internet marketing world. Anyone who wants to be successful with this kind of marketing needs to understand what they are and why/how they should be used.
So What Is A White Paper Exactly?
Definitions on what white papers are vary from expert to expert. Basically, it’s a trustworthy report or guide that helps readers solve a problem, understand an issue or make a decision. Other definitions state that these papers are well-researched and well-documented.
The term "white paper" came from documents issued by certain government agencies that stated policy guidelines. Business picked up this term and began to apply it to long-form documents designed to promote a specific technology, method, or product in solving a particular problem. With the advent of internet commerce in the past couple of decades, white papers have transitioned to becoming a common sales and marketing tool.
Why Should Your Business Use White Papers?
Many online marketers think an e-book or blog is a good substitute for white papers. In some circumstances, they would be right. The typical retail consumer looking for a low-cost product is not going to want to read a lengthy report about why widget one is better than widget two. If the product has the right price and features, the consumer is going to make a quick decision.
But, what about higher ticket products? What about a product that involves a new technology? What about B2B marketing? White papers still have a definite role to play in these kinds of purchases. White papers:
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Are effective, measurable lead generation marketing tools. You can track how many people sign-up to receive these white papers. You can track how many leads come from this incentive. These papers offer a way to attract serious buyers who want to learn more about the options available.
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Offer a way to stand out from the competition. Many businesses do not see the value of using a white paper. If you take the time to write a paper and make it a cornerstone of your marketing efforts, it will present you as a serious supplier who wants to give valuable information to your consumer base.
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Have become a marketing tool in a large array of industries. Just a few years ago, you would mainly see white papers in the IT industry. Today, that is no longer the case. You can find white papers being presented by all sorts of companies offering a variety of information.
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Can be used in many ways. You can use them as incentives. You can present them as part of an educational effort. You can send them out to existing customer to add value to their previous purchases. You can use it as a value add item for purchases of a certain price. The possibilities are endless.
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Can present information without heavy sales or marketing talk involved. A well-researched and well-sourced report will present critical information in a professional format. People take this kind of information seriously. When you avoid heavy sales and marketing language, the impact is even more pronounced.
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Offer a professional presentation that differs from e-books and blogs. E-books and blogs have their place. But, they are not the right format for presenting in-depth information. When consumers are looking for technical details or case studies, a white paper is the perfect presentation method.
If you have a product or service that you want to present to potential customers, white papers should be on your list of marketing options to try.
Questions and Final Thoughts?
Do you think your business could benefit from a white paper? What are some ideas you have for a white paper?
