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6 Lead Generation Strategies Using White Papers

It’s clear that white papers are a great way to open doors and make the sales process easier. At this point, you’re probably excited about using white papers. Once you have a quality white paper written, it`s time to use it to generate leads. Use these proven lead generation strategies to attract interest from qualified prospects.

Build an email list with your white paper.
Email marketing remains one of the most reliable ways to make sales. There`s just one problem: how do you get relevant prospects to sign up for your email list? There’s a simple solution: offer a free digital copy of your white paper to each person who signs up.

You can then reach out to each person who signs up for the white paper. Pro Tip: Experiment with different services such as the Hello Bar or SumoMe’s Scroll Box to increase the number of email signups on your website.

Introducing a new product to past customers.
How often have you heard the advice – which is absolutely true! – that selling to past customers than gain new ones? Yet many companies fail to make the most of this opportunity. Here’s how white papers help. Let’s say that you’re launching a new product and you think a few past customers would be interested.

How do you start the conversation? Offering a white paper to your past customers is a great move. Psychologically, you’re showing them that you can bring insight and knowledge to the table in addition to your products. This approach is especially helpful if the new product (e.g. a complex marketing application) requires significant background to understand.

Present a Seminar.
Delivering a presentation in front of a live audience remains an excellent way to build a business. How do you come up with what to say? Easy: adapt your white paper into a presentation!

How do you generate leads? On the last few minutes of the presentation – during the Q&A time – tell audience members how they can receive a white paper that summarizes the key points of the presentation. Pro Tip: Not sure where to present about your industry? Review the Association of Association Executives (http://associationexecutives.org/) website. There’s a conference and association for practically every industry category you can think of!

Present a Webinar.
Sometimes you can’t afford the time and effort required to present at a conference. Or maybe you just missed the deadline to submit your conference application.

Don’t’ worry – there’s another approach. You can give a web seminar (i.e. “webinar”) using tools like GoToWebinar. (https://www.gotomeeting.com/webinar/features) to your prospects based on the white paper’s content. For the best results, offer your white paper as a free download at the end of the webinar for those who email you to request it..

Following Up On Networking.
How do people make complex decisions when it comes to making major purchases? According to consulting expert Alan Weiss, referrals from a peer (e.g. one manager to another manager) are the top way to land high value business opportunities. Let’s say that you’re already proficient at networking and meeting new prospects.

How do you stay in touch without coming across as annoying? Add a step to your follow up process where you offer your white paper to prospects. Then, a week or two later, you can get in touch again to discuss the white paper’s findings. For this method to work effectively, it’s vital that you have a detailed white paper that speaks to the pressing needs of your market.

Enhance your Trade show Marketing.
Trade shows offer an interesting sales opportunity. On the one hand, you have the rare chance to meet with hundreds of potential buyers in one location! That’s hours of travel time and hassle saved. On the flip side, you may be seated right next to all of your competitors! That makes standing out from the crowd more difficult.

There’s a way through the noise by using white papers. Think about the tradeshow from your buyer’s point of view – they came here to stay informed about trends and share their insights with colleagues.

Listening to one more sales pitch doesn’t help them look good in front of their boss who paid to send them on the trip. What’s better? Coming back with a white paper – your white paper! – that provides valuable information about the industry.

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