If you’re about to launch a long-awaited piece of software or a new version with amazing features to the market, then you might like to consider producing a white paper or ebook.
Software, especially if it requires a substantial investment on the part of your customer, can be a hard sell. Although you might be able to gain interest at shows and with top-of-the-funnel marketing, nothing beats a white paper.
Why? Making a significant investment usually requires:
The input from multiple stakeholders
Who all have questions, including ROI, downtime, usability, and benefits?
A white paper, which is usually 3000 words, provides the opportunity to include all of the information that various stakeholders need to satisfy their questions. This can’t be done in shorter pieces of content. However, by producing an ebook, you can then use it to produce:
Social media posts
Quizzes and surveys
How? The hard part is the research and making sense of the 0s and 1s provided by fantastic computer scientists and analysts. Once you have some hard-hitting content, you can then break it down into small parts that all lead to the white paper.
How to nurture an ebook or white paper lead for higher conversion
White papers capture leads
Because a white paper carries more gravity than a blog or video, you can gate the content by asking for an email address to download it. Once you have an email address of someone genuinely interested in your software, you can nurture the lead.
To nurture a lead, you need to take the reader on a journey, which is often called a customer user journey. This is where you:
Thank the person who has downloaded the paper.
Offer them more content on the software or similar topics.
End with a demonstration or the software, free trial, or an appointment offer.
You can either to do this manually or via content management and lead generation software such as HubSpot. Using HubSpot is more costly, but vastly more successful. Why? Because HubSpot can be connected to your website to score visitors as leads, the more they engage with, the hotter the lead. HubSpot can then manage the content that is sent to that lead and at what stage.
The lead’s hotness can then be monitored by a sales team and followed up appropriately.
If you’ve enjoyed this blog, you might also find my other content interesting. If you'd like some help with writing a white paper, you can contact me, Sarah Powers, on 07967 608075 or email me firstname.lastname@example.org.