Using White Papers to Advertise and Market Your Industrial Products Both Online and Offline

Using White Papers to Advertise and Market Your Industrial Products Both Online and Offline

In the field of industrial and technical marketing, White Papers have been somewhat of a fad for some time now, and with good reason. They are used by thousands of companies worldwide to inform potential and current clients about their offerings. That's why companies in almost every sector can benefit greatly from a well-written white paper.

Consider it. What other marketing tool or promotional item costs so little? You may rapidly create basic documents from your computer for cents on the dollar apiece. documents that, in a matter of days, can boost your income and sales. That is a white paper's strength.

White Papers Focused on the Client

White papers are typically meant to be technical documents—at least in the beginning. However, astute marketers of today use them as a potent'medium' for product promotion, fusing a client-focused strategy with the 'technical' part of what they're offering.

Concentrating on the advantages the information provides for your customer is essential to crafting a successful white paper. Put differently, it needs to offer knowledge that your client or potential client can truly utilize, ideally immediately. As an illustration:

· Information that explains the value of your products and the dependability of your business; · Information that encourages the prospect to call you for a quote or to learn more about the benefits of doing business with you; · Technical information that the prospect can use and benefit from.

Creating Powerful White Papers

An individual with expertise in a certain field can compose a white paper. Yes, you are able to employ someone to write the white paper on your behalf. However, you would be far better off writing it yourself the majority of the time. This is likely due to the fact that you are more knowledgeable than most about the features and advantages of your products. Of course, you are capable of offering far more insightful information.

You can always employ a copywriter or editor to proofread your rough work if you're not much of a writer. The most crucial thing is to give him or her the information that you are certain would help prospective customers of your goods.

Another great place to find a ton of information for your white paper is your current customer base. Find out what aspects of your products they appreciated best. If any changes were made, what would they want to see? In what ways do they contrast your items with comparable products in your sector? These kinds of inquiries will have useful information that you may use in your white paper.

How Does a White Paper Appear?

It's not necessary for white paper to be elaborate or colorful. It could be a straightforward one-page document printed in black and white directly from your laser printer. In this manner, you may quickly adjust as necessary. Producing high gloss paper or white paper in several colors is not necessary. Recall that the content in your white paper is crucial, since having a fancy-looking document won't help you if it doesn't bring in revenue.

I'm not saying your white paper ought to look cheesy. Without a doubt, you want it to be printed with laser precision, typeset accurately, and created on lovely white paper. A formal or official letter would be a good example. Have you ever noticed that these documents usually have the same layout—black on white, no graphics—and the classic appearance of being printed on a typewriter? Lawyers and government officials always utilize the standard format to make sure the reader takes notice right away since they want their documents to demonstrate the importance of the content, not its style. With white papers, the same strategy is highly effective.

To get a variety of samples, you may also search for "White Papers" on Google or Yahoo. Even better, why not try to find white papers that your rivals are using? You can create your own template by referring to other white papers that you can locate with a little search. Once more, though, remember to keep it simple; you'll be happy you did when it comes time to revise the paper's substance.

Getting Your White Paper Out There

The simple part is getting your prospects to hold your White Paper. The documents can be made available through your website, fax-on-demand, autoresponder, or even conventional direct mail. Additionally, you can distribute your white papers as brochures at trade exhibitions. I am even aware of a few businesses who use pay-per-click advertising to give away free copies of their white papers. They discovered that it was a really successful way to produce sales leads.

A truly excellent white paper will cause the distribution to grow organically. This is due to the fact that recipients of your white paper frequently distribute them to friends and coworkers they believe might find the material useful. No other marketing document can even come close to producing the kind of substantial economic prospects that this chain reaction can. Brochures and catalogs are rarely, if ever, sent because they clearly don't have the same informative value as a client-centered white paper.


About the Writer:

Conrad Bailey is the vice president and co-founder of IndustrialLeaders.com. He also writes the well-liked Co-Op Industrial Advertising Blog, which can be found at http://www.IndustrialLeaders.com/blog/.

Location:

Share :