It is a known fact that B2C marketing techniques are completely different from B2B marketing. From the mode of marketing to the target audience, both need to have different approaches. A recent market research found that nearly 60% of respondents said that white papers are the best way to reach out to the B2B audience. A white paper is not a sales pitch, but an informational post. It is generally aimed at the mid and senior management in a company. If you want to use whitepapers for lead generation, keep the below points in mind:
Choose a topic that attracts the reader
An important aspect of online lead generation is to write posts that appeal to the reader and attract their attention. The topic should trigger their attention, answer their question, or question them to explore your post to find answers.
Write informational, not marketing posts
As mentioned earlier, white papers are meant to give much information as possible to the reader. Keep the audience in mind when you create the white paper. You need to back up the content in your post with relevant data, market survey reports, and trends. The white paper needs to be based on the service or product offered by the company and should give relevant information to the decision makers in the purchasing company.
Support facts with graphics
Market studies show that posts with images are more likely to capture the reader’s interest and attention than posts without graphics and images. So, have as many charts, graphs, and diagrams to explain the context of your white paper. While using whitepapers for lead generation, you need to keep your readers focused and encourage them to visit your websites. Plus, the graphics will help the reader easily understand the information you present in your white paper.
Promote your whitepaper
Whitepapers for lead generation is effective only when you promote your content across various channels. You can create blogs based on your white paper and share them across different engines. The social media is a great platform to reach out to a wide audience. If you have email subscribers, you can share your whitepaper with all your subscribers. Effectively promote white papers and generate more leads.
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