White papers on marketing are important documents for businesses. They help them improve their products and services and help readers understand the benefits of the product or service they are considering. For example, Vircom’s white paper on online marketing generated $96,500 in sales within two months. This is a case study of how an educational white paper can help a company’s product or service. Read on to learn about the success of Vircom’s white paper and the common mistakes to avoid.
Vircom’s white paper generated $96,500 in sales
After spending $1,700 to create a white paper on marketing, Montreal-based anti-spam software developer Vircom saw a boost in sales after promoting the content to its list of clients. The white paper generated nine-sixty percent of Vircom’s sales and generated 21 new clients. The marketing team cited the white paper’s original content, its focus on marketing the software’s benefits, and the matching of a content creation plan with a promotion plan and mid-funnel goals.
To ensure a successful publication, Vircom partnered a company’s in-house expert with a seasoned communicator and editor. The marketing team is made up of a diverse mix of experience and skills, allowing the company to pass around drafts, argue over graphics, and puzzle over the final design. The team interviewed 40 sources, which made the white paper more ambitious than most.
Common mistakes to avoid when writing a white paper
Many companies treat their white papers like sales pitches. While your white paper can have some sales information, it should only be at the end. Don’t include more than 20% direct sales messaging. Instead, make it 80% educational content and 20% promotional messages. That way, your reader will feel like you care about their interests. The next time you want to write a white paper, follow these tips. You’ll have more success writing one!
Use your target audience’s language. Try to address questions that your target audience has as they go through the buying cycle. Base your content on current trends, and consider what those trends will mean for your customers in the future. Don’t sound like a corporate CEO – use conversational language instead. It’s also helpful to cite third-party research. This is because IT people are highly analytical and will likely be skeptical of sales pitches that don’t contain numbers.
Be aware of the design of your white paper. Good design will make it stand out from the crowd. Make sure your white paper is easy to read and easy to share. Avoid using small fonts – too small a font will discourage readers and prevent them from sharing your content. Remember that your goal is to create interest in your readers and make sales – don’t confuse the reader with information overload.
Be sure your white paper offers real-life examples to support its claims. Use quotes and real-life examples to give your readers a better idea of what they’ll benefit from implementing. Use active language to avoid boring, dry text. If you’re not sure how to write a white paper, you can follow these tips:
Keeping your tone objective is essential when writing a white paper. It should never be blatantly promotional or salesy. Instead, white papers should provide useful information to readers and position your brand as an expert in the industry. By doing so, your white paper will be more effective than if it were simply a sales pitch. It will establish you as a trusted advisor instead of a salesperson.
While you may be able to incorporate infographics into your white paper, it’s vital to remember that your audience is not going to respond to your white paper if you don’t use relevant keywords in its title or content. Adding the right keywords will increase your white paper’s reach and visibility. Be sure to include these keywords in the content, title, and subtitle, to ensure that your content is indexed by search engines.
While writing a white paper is an important marketing tool, many people overlook the simple fact that it’s not always effective. Too much detail, too many sales-y language, or too little value will only detract from your success. The last thing you want is to end up with a white paper that has no value. Instead of putting your focus on marketing, you should focus on managing your leads.
Creating a memorable white paper
The first thing you should do when creating a white paper is to make sure it is informative and unbiased. While it is ok to be more technical than most writing, it is not the place to use statistics as crutches. Your goal is to convince readers to read your white paper and take action. You might want to sell a product or get people to follow you on social media. Regardless of the reason, your white paper should have an interest-getting intro that inspires readers to read the rest of it.
Next, you should focus on a sample to promote your white paper. A compelling sample will increase the chances of a person signing up to receive your free white paper, as well as give you the opportunity to build an opt-in list. While the “I want it now” culture dictates that you offer what you have when you want it, this is not always a wise idea in marketing. A well-written white paper will make an audience feel more inclined to download it and share it with their friends and colleagues.
Finally, remember that white papers are designed for people in the consideration stage of the sales cycle. After distributing your white paper, you should reach out to hot leads by phone. During this time, you should nurture the leads by providing relevant content. Once you have generated hot leads, you should follow up by phone or email, and continue offering them more valuable content. Having a white paper on marketing that targets a decision-making stage of the buyer’s journey will make the process of buying easier.
Ultimately, creating a memorable white paper on marketing should be easy and enjoyable for your readers. By following a few simple guidelines, you can create a unique white paper that appeals to your target market. Remember to use your unique selling points and avoid the common mistakes of non-producers. This will increase your chances of selling your whitepaper. And, as a bonus, it will make your content more engaging.
A great white paper starts with a problem and a solution that addresses it. However, if you start by presenting your solution right away, your reader will lose interest. You must prioritize the reader’s interest over your own! You should make sure that the reader feels motivated enough to take action by purchasing your solution. If you can’t make a good first impression, don’t be afraid to include details later in the document.
In addition to addressing a need that your customers are facing, a quality white paper will build trust and establish yourself as a trusted authority in the niche. By offering relevant information and solving a potential buyer’s problems, white papers will attract affiliates and partners who are interested in your expertise. In addition to helping them solve their problems, your white paper will also inspire your fellow businesses. The results can be phenomenal.
Did you miss our previous article…