3 Ways That a White Paper Can Help Your Startup Go From Zero to Hero
Do the words "white paper" conjure images of frightfully long prose and tedious graphs? If so, you're not alone. White papers tend to get a bad rap. But according to LinkedIn, nearly 1 out of 3 technical professionals regularly download them. In fact, a compelling and data-rich white paper is still one of the most effective and affordable ways to get your startup in the game and make it stand out from the competition. Here are three ways that a white paper can help your startup go from zero to hero:
1. Ignite Your Social Media Presence
Pithy Twitter posts are good for grabbing the attention of your users and subscribers. But it takes more than 180 characters to convince a business that you're worth their time and money. Separate your brand from the noise by creating content that actually starts a conversation. Post the title of your white paper (with a release date and link included), the first few lines from the abstract or a surprising statistic that support the paper's argument, and technology professionals will take notice. With 50 percent of IT buyers trusting LinkedIn more than any other source, the popular networking site is the perfect place to share your content news. Don't forget to include any relevant hashtags.
2. Generate Leads and Sales
Getting leads and, ideally, converting them into sales, is a challenge for even the most established of companies. If you're a startup with an unknown brand, the path towards revenue generation may feel a lot like pushing a boulder up a hill, only to see it roll back down again. While there's no easy way to turn your business into a money-making machine, publishing a white paper that effectively argues the value of your company's product(s), service(s) or industry position, can go a long way towards helping you get the sales that you want. Create a landing page a couple of weeks before your white paper's release to get site visitors interested and then give them the opportunity to signup to receive the white paper once it's published. A few weeks after your white paper is released, have your sales team email current subscribers and reach out to your new contacts. Since these leads have already demonstrated an interest in your company you're a lot more likely to successfully convert them to clients.
3. Establish Domain Expertise and Thought Leadership
How well do you know your industry? Do you know what problems or obstacles your industry or target demographic faces and, most importantly, how your company can provide actionable solutions for these issues? Does your company have a unique voice and forward-thinking approach to your domain that can change the status quo? A compelling and data-rich white paper can help you demonstrate all of the above in just a few thousand words. It will also show current and future clients that your company isn't some fly-by-night startup, but a business with a vision and commitment to improving and enhancing its industry, in short, a thought leader. According to LinkedIn, most tech professionals are looking for "helpful, easy-to-access, content". Similarly, 70 percent of tech professionals follow recognized industry leaders. With a white paper, you can give tech professionals the content that they want and take a confident step towards establishing your startup as an industry expert worthy of being heard.
