White papers - research-based articles, opinion pieces, and fleshed-out case studies - are a great way of warming up prospective clients and referral sources.
By embodying your knowledge and track record in a white paper - creating IP - you generate interest within target markets, warm-up prospective clients, and add value to client relationships.
A white paper can underpin or stimulate a targeted marketing campaign.
If white paper marketing is your chosen path, here are some promotional tips.
Put it on your website. Right away - not one day.
Do a press release. Craft a short, sharp press release which includes weblink or URL to your white paper.
Do a promotional circular email. Weblink to a printer-friendly version (.pdf) of your white paper.
Email everyone in your firm with a link to your Intranet or website and an attention-getting covering note.
Offer hard copies at reception, forthcoming seminars, industry events, and so on.
Circulate it to other industry participants. Make sure it's noticed.
Mention your whitepaper in your newsletter. Consider a précis, with an opportunity to access a full copy on your website.
Create a seminar on the theme. Build education-based marketing activities around your whitepaper.
Invite responses - offer options for more information, to join a mailing list, or to invite personal follow-up.
Once you’ve done the hard work of writing, be sure to leverage your whitepaper investment.
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