There is a lot of effort, time and expertise that goes into creating an elaborate and definitive brief document called as a ‘whitepaper’, but the work doesn’t stop here, you’re only halfway through! Whitepapers are an effective tool for content promotion when it comes to the B2B market sphere. You need to get down and proceed with a decisive plan for promoting your whitepaper or all your efforts will go to waste. Downloads, leads or subscriptions, no matter what your goals are, this blog has you covered. Let’s get down to it now, shall we?
Optimize your website
Start off first and foremost with your website. The whitepaper needs to be stored on a separate page of your website with SEO and navigational ease in mind. From a SEO perspective having a suitable title and meta-description is critical for it show up on the search pages. Make sure your homepage is promoting your whitepaper and gently nudge your visitors towards it with a subtle preview on the side or as a pop-up. Optimizing visibility on your website should be considered an absolute priority. Below is an example of a whitepaper pop-up preview on Hubspot. Notice how it is subtle and less intrusive which goes a long way in terms of being user friendly.
To stay ahead of the curve, your social media outreach needs to be on point. White brief paragraphs highlighting engaging stats or conclusions in your whitepaper and offer that as a preview to the user. Clearly showcase the advantages of reading your whitepaper to get more engagements. Use compelling tag lines like ‘Boost your sales by 20% with these free to use automation tools ’. Platforms like Facebook, Twitter, LinkedIn and Instagram can be great outlooks to promote your whitepaper.
Facebook: Set up a promoted post and use Facebook Ads to get your whitepaper to the right audience.
LinkedIn- For more B2B oriented content LinkedIn can be a great platform for promoting your whitepaper.
Twitter- Make uses of Twitter’s promoted tweets feature and get your whitepaper noticed by the right people.
Make sure you always have an image of the white paper in your social media posts to get people to click on the link. Visual content is more than 40 times more likely to get shared on social media than other types of content.
Host a webinar
Webinars can be a great medium to put forth your whitepaper to not only your current clients but also to other prospects as well. Base your webinar on the topic covered by your whitepaper or offer it as a pre or post download as reference material for your audience. Webinars allow to you to connect with people across various country which enables you to promote your whitepaper globally.
Having an automated email system to promote your whitepaper to leads can be a great way to build traction for your whitepaper. Leverage your client, sales, subscriber or newsletter lists to target the right audience. Make sure the email subject lines and content are engrossing and provide a preview into the most interesting aspects of your whitepaper.
Write a blog post to a relating topic for your whitepaper and link it there as reference material. You can create various articles and posts regarding the various topics of the whitepaper and link them all to the whitepaper. This will not only enable you to increase whitepaper downloads but also add to your leads.
Having a visual sneak peek of your whitepaper with engaging info graphics can go a long way in successfully promoting your whitepaper. People are 60% more likely to consume video content than just regular posts. Also, Google search is leaning towards including more and more video content so; it’s a plus from the SEO perspective as well. Get your whitepaper video out there on your website, blog and social media platforms.
Press releases/ Syndicate websites
Get in touch with various syndicate website for your domain and avail their free or pay-per-lead services to promote your whitepaper. Publish a press release and include any testimonials that you can share. Involve industry thought leaders and C-suite executives through Q&A’s, interviews and review posts. A few good whitepaper distribution services include CIO White Papers, Information Week, and Bit Pipe.
There are various avenues that you can use to promote your whitepaper and generate leads. Make sure you go ahead and outline the benefits of reading your whitepaper and highlight the most interesting conclusions as a preview. Measure the success of your strategies by keeping a track of downloads, leads, clicks and subscriptions then alter your strategy accordingly. You can use Google Analytics or other tools to get conversion statistics using URL Tagging. Use the tactics mentioned above to gain traffic and watch those download numbers rise. Are you already promoting your whitepaper using these tactics above or do you have some other strategies involved? Let me know in the comments below.