Friday, October 24, 2014
Using White Papers to Boost Your Small Business Marketing
A white paper is an authoritative report or guide that helps readers understand an issue, solve a problem, or make a decision. This definition from Wikipedia also (surprisingly) states that white papers orginated in 1922 as a government tool, with the issue of The Churchill White Paper.
There are essentially three types of white papers:
• Backgrounder: Describes the technical and/or business benefits of a certain offering from a vendor, either a product, service, or methodology.
• Numbered list: Presents a set of tips, questions, or points about a certain business issue.
• Problem/solution: Recommends a new, improved solution to a nagging business problem.
White papers have evolved from use by the government to use in B2B marketing & now have become a popular marketing & communications tool for use in online lead generation.
Of course, white papers "in the old days" were exactly that - on paper, mailed or handed out in person. Now, they're downloaded & read electronically or printed out when desired by the reader. No matter, the goals are the same. A white paper is evidence of your expertise & when used correctly, is a vital credibility tool.
Here's how to get them right (or "write" as it were):
1. Decide which one is best for your use. Clients in the tech industry use backgrounders effectively. This gives them the platform to present their expertise in a broad-brushed way. Often effective is to use a case study within this format to further enhance your credibility. A numbered list is a great way to present "Top 10 Tips to...." Here you can lay out your expertise by showing insider tips or whetting the appetites of potential leads to get them to call you for more information. And, lastly is the Problem/Solution format which is best used for a breakthrough product or service. Here I always advise watching infomercials to see how that kind of presentation is best communicated.
2. How long should it be? I'm asked this frequently by clients. Normally, I advise no more than 10 pages for a small business. Mostly because you don't want to "drop all your candy in the lobby" or give away your secrets. Also, most people don't read anything much longer than that.
3. What other pages should I include? All white papers should have a nicely designed cover page. Some use a Table of Contents as well. Another page to keep in mind is a "final" page where you can thank the person for reading it, make an offer, restate your business philosophy, etc. And, feel free to say "keep this for future reference." In other words, make sure you don't lose them.
4. Don't forget the obvious. I've downloaded white papers that have no branding on them at all beyond the cover page. This is a missed opportunity. In the footer of each page should be your company name & URL as well as an email or phone # (depending upon how you want to be contacted). And, please number the pages - it's much more professional.
5. How do I promote it? A white paper should be "sold" on your home page. I think that if you're giving much-needed advice & leads are going to self-select by signing up, then an email should be required to "register" for it. How else will you/your sales team track/follow up? An hour or so of basic programming is worth the expense. Sometimes white papers are immediately available for download once an email address is entered, other times (my preferred method) an email is sent (to confirm it's not spam) as a well-written thank you note along with a link to download it themselves. This affords you another opportunity to ensure you've received a qualified email address and get in prospect's email inbox.
6. To track or not to track? If you can afford the additional programming fee, I strongly recommend incorporating the ability to track clicks on the download button. Otherwise, you can manually count how many emails your system sent out with the subject line that pertains to the download. A great subject line that spurs action & decreases the chance of it becoming spam is "Here is the white paper you requested from ABC Company." An amazing tool I've begun to use is bitly to track various online efforts I do to promote my business. In fact, you can get my newest white paper here! http://bit.ly/10White.
7. How else can a white paper be promoted? Social media is an obvious choice. Offer it up on a company page on LinkedIn (& don't forget if you use twitter, to check the birdie box to get it out on twitter too) or Facebook. Make an offer to your online circle by directing them to your site. Write a Press Release. Announce it in an email newsletter. Put it at the end of your email signature block. Be creative!
8. How much does design count? It should be designed for easy reading, but not so overly done that it looks like advertising, or uses up a zillion color ink cartridges if your prospect decides to print it. Don't use color bleeds, don't use too many design elements or many different fonts. Do use charts & tables for emphasis as well as stock photos & sub-headers to help break up heavy copy.
9. Decide follow up before you implement a white paper. Don't let a warm lead get cold. Follow up by offering a free consult, or a trial period, or lead them to a demo on your site.
10. Measuring effectiveness is key. If you normally close 3 of 10 regular leads, but you find you're closing substantially more using a white paper, then continue the process by writing new ones every so often on additional topics within your expertise. If the number is lower than normal then ask a trusted client or colleague to read through it with fresh eyes to point out any missed opportunities or room for improvement.
So, now that you know how go ahead and get started with White Papers - write now! Need help? Contact us...writing white papers is part of what we do for our small business clients!
Remember...get started marketing TODAY so that TOMORROW your business will still exist.
Copyright 2014 Affordable Marketing Solutions LLC
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Friday, October 3, 2014
Show Your Stuff at Trade Shows
There are two ways to participate in a trade show:
• Buy an exhibit hall pass
• Purchase a booth
Let's start with the first option which is less expensive & faster as you'll not be purchasing booth space or creating the exhibit. However, you'll still need prep time & a strategy:
• If the event is local, invite your colleagues, clients, prospects to meet you there. Trade shows are a very social environment and there is always an area with tables where snacks and coffee are offered so there is a place to sit down and talk away from the main hustle and bustle of the main floor area.
• If you are traveling to the event do your homework ahead of time to pinpoint companies you want to meet and call them and invite them to lunch somewhere near the show. They'll be impressed you thought ahead and may be going anyway, so it's not an inconvenience for them.
• Plan ahead for your collateral materials. Bring plenty of business cards, brochures, and other handouts to distribute when walking the trade show floor.
• Consider creating an offer especially for the event such as "Show Special - Save 15%."
Now, for the more expensive option of purchasing a booth:
• Don't try to save money and do it yourself. This is an impossible task and you will undoubtedly make every mistake there is. This is too important and should be left to professionals. You'll need graphics & help in creating banners, signage and other booth materials.
• Be sure to put a big splash on your website telling visitors that you will be exhibiting at the show along with the show's dates and your booth #.
• Put a tag at the end of your emails about a month or so ahead of time so that everyone who receives your emails will see the Trade Show event announcement.
• Event companies will often offer exhibitors a number of FREE passes to distribute, so be sure to ask. Then, distribute these passes to those prospects and customers you think will most benefit and attend.
• If possible, link your trade show splash to a FREE pass PDF that visitors can download from your website.
• Create a press release & release using an online distribution company. Those on a very tight budget should consider www.free-press-release.com.
• Every large event has its own website. Be sure you get a reciprocal link from there to your own website.
• Many event companies will send out pre-show attendee lists. If you get one, make the most of it by creating an email campaign announcing who you are and why they should stop by. Again, making a strong offer always helps.
• If you didn't get the best floor location consider doing some out of box marketing such as having balloons (visible from far away), or having someone with you at the show to walk around handing invitations out to come to your booth, etc. Be creative so you can make the most of this investment.
• Ask the show's event management company if there are any sponsorships available. For example, oftentimes exhibitors can sponsor a seminar for not that much more money. This will get you on the show's main website which means a link back to your site.
• Once onsite at the show plan to collect business cards. Have a small bowl or other container and ask "Would you like to drop in your business card?" If it makes sense for your business, create a raffle and have prospects enter to win something. If not, then ask if they'd like to receive company material such as your newsletter.
• Make your booth as friendly and approachable as possible. I learned this the hard way by not doing this. Don't block entry with a table as a barrier. Consider a tall table with bar stools so there's a place to sit and talk with prospects.
Here are some easy, affordable ways to make the most out of leads you will get from the trade show (that cost a lot of money, time and organizational effort to obtain):
• Plan to staff the booth with only your best employees or representatives. If possible, have back up with you as this frees you up to walk the floor, conduct meetings and network. However, too often I see staff text messaging, reading and NOT paying attention to or greeting people who came by their booth. If you are going to spend $10,000 or more to have a booth then be sure to have your BEST employees along with you to represent you. If you don't have employees, then bring a trusted friend who has your best interests at heart.
• Rehearse how you will speak to visitors so they don't feel pounced upon, but you don't want to leave it to chance or let a potential lead walk by without recognizing them.
• Quickly follow up. Within 2 weeks a phone call, email or other form of communication should take place. Don't spend too much time over thinking what to say, how it should look, etc. Just reach out with a sincere "it was nice to meet you" message. Send an email newsletter saying thank you for stopping by and here are our new products. Short, sweet and very effective.
• Be sure to strategize before you go. Have a plan in place to handle the leads. Depending upon the size of your organization, the follow up task should either be turned over to sales/marketing or an administrative support person who will get it done.
• Do not underestimate the power of perception. If you are selling an expensive Business to Business solution, your organization's reputation is very much on the line and the way you handle your leads is an indication of how a potential new client relationship will be handled. Believe me; decision makers absolutely notice these things. A short phone call is the best way to show your appreciation and is an easy and affordable follow up method.
Always take good care of your leads - they're your next customers!
Marketing TODAY keeps you in business for TOMORROW!
This blog uses CopyScape.com to protect against plagiarism.
Copyright 2014 Affordable Marketing Solutions LLC
• Buy an exhibit hall pass
• Purchase a booth
Let's start with the first option which is less expensive & faster as you'll not be purchasing booth space or creating the exhibit. However, you'll still need prep time & a strategy:
• If the event is local, invite your colleagues, clients, prospects to meet you there. Trade shows are a very social environment and there is always an area with tables where snacks and coffee are offered so there is a place to sit down and talk away from the main hustle and bustle of the main floor area.
• If you are traveling to the event do your homework ahead of time to pinpoint companies you want to meet and call them and invite them to lunch somewhere near the show. They'll be impressed you thought ahead and may be going anyway, so it's not an inconvenience for them.
• Plan ahead for your collateral materials. Bring plenty of business cards, brochures, and other handouts to distribute when walking the trade show floor.
• Consider creating an offer especially for the event such as "Show Special - Save 15%."
Now, for the more expensive option of purchasing a booth:
• Don't try to save money and do it yourself. This is an impossible task and you will undoubtedly make every mistake there is. This is too important and should be left to professionals. You'll need graphics & help in creating banners, signage and other booth materials.
• Be sure to put a big splash on your website telling visitors that you will be exhibiting at the show along with the show's dates and your booth #.
• Put a tag at the end of your emails about a month or so ahead of time so that everyone who receives your emails will see the Trade Show event announcement.
• Event companies will often offer exhibitors a number of FREE passes to distribute, so be sure to ask. Then, distribute these passes to those prospects and customers you think will most benefit and attend.
• If possible, link your trade show splash to a FREE pass PDF that visitors can download from your website.
• Create a press release & release using an online distribution company. Those on a very tight budget should consider www.free-press-release.com.
• Every large event has its own website. Be sure you get a reciprocal link from there to your own website.
• Many event companies will send out pre-show attendee lists. If you get one, make the most of it by creating an email campaign announcing who you are and why they should stop by. Again, making a strong offer always helps.
• If you didn't get the best floor location consider doing some out of box marketing such as having balloons (visible from far away), or having someone with you at the show to walk around handing invitations out to come to your booth, etc. Be creative so you can make the most of this investment.
• Ask the show's event management company if there are any sponsorships available. For example, oftentimes exhibitors can sponsor a seminar for not that much more money. This will get you on the show's main website which means a link back to your site.
• Once onsite at the show plan to collect business cards. Have a small bowl or other container and ask "Would you like to drop in your business card?" If it makes sense for your business, create a raffle and have prospects enter to win something. If not, then ask if they'd like to receive company material such as your newsletter.
• Make your booth as friendly and approachable as possible. I learned this the hard way by not doing this. Don't block entry with a table as a barrier. Consider a tall table with bar stools so there's a place to sit and talk with prospects.
Here are some easy, affordable ways to make the most out of leads you will get from the trade show (that cost a lot of money, time and organizational effort to obtain):
• Plan to staff the booth with only your best employees or representatives. If possible, have back up with you as this frees you up to walk the floor, conduct meetings and network. However, too often I see staff text messaging, reading and NOT paying attention to or greeting people who came by their booth. If you are going to spend $10,000 or more to have a booth then be sure to have your BEST employees along with you to represent you. If you don't have employees, then bring a trusted friend who has your best interests at heart.
• Rehearse how you will speak to visitors so they don't feel pounced upon, but you don't want to leave it to chance or let a potential lead walk by without recognizing them.
• Quickly follow up. Within 2 weeks a phone call, email or other form of communication should take place. Don't spend too much time over thinking what to say, how it should look, etc. Just reach out with a sincere "it was nice to meet you" message. Send an email newsletter saying thank you for stopping by and here are our new products. Short, sweet and very effective.
• Be sure to strategize before you go. Have a plan in place to handle the leads. Depending upon the size of your organization, the follow up task should either be turned over to sales/marketing or an administrative support person who will get it done.
• Do not underestimate the power of perception. If you are selling an expensive Business to Business solution, your organization's reputation is very much on the line and the way you handle your leads is an indication of how a potential new client relationship will be handled. Believe me; decision makers absolutely notice these things. A short phone call is the best way to show your appreciation and is an easy and affordable follow up method.
Always take good care of your leads - they're your next customers!
Marketing TODAY keeps you in business for TOMORROW!
This blog uses CopyScape.com to protect against plagiarism.
Copyright 2014 Affordable Marketing Solutions LLC
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