Introduction
In today's digital world, capturing the attention of potential clients is more challenging than ever. As a business owner or marketer, you need to employ various strategies to stand out from the competition and generate leads. One such effective method is using whitepapers as a lead magnet. In this post, we’ll explore what whitepapers are, why they’re valuable, and how you can use them to generate quality leads.
A Real-Life Success Story
In 2018, the legalization of hemp brought CBD into the spotlight as the hottest product of the year. That fall, I joined a company called Delta Separations that was creating novel extraction hardware but had not yet built a sales department. With investors rushing in, there was demand for equipment but a large information gap regarding how best to use the equipment at scale. I decided to write a comprehensive whitepaper answering the most frequently asked questions from customers.
The whitepaper covered topics such as necessary hardware, manufacturing processes, and a glossary of terms. With zero marketing, our customers started sharing it with others and it instantly became a hit, with over 10,000 downloads in the first year. This free resource helped build goodwill with customers and established us as a friendly, knowledgeable, and generous industry leader. In fact, the company was sold less than two years later for $50 million cash.
The success of this whitepaper campaign can teach us several lessons about creating an effective lead magnet:
Provide valuable information
The whitepaper offered both high-level overviews and specific details, making it easy to digest and highly informative. By including diagrams, pictures, and a glossary, it ensured that readers were on the same page.
Showcase your strengths
The whitepaper conveyed our deep scientific knowledge while remaining approachable and willing to share information. This positioning helped to build trust and rapport with potential customers.
Capture leads effectively
We hosted the whitepaper on DocSend, requiring visitors to provide an email address to access it. This platform allowed us to track user behavior, which we used to send personalized emails based on the content the visitor was most interested in. By doing so, we achieved higher engagement rates and nurtured leads more effectively.
Identify high-intent leads
Although the whitepaper was not printable, we sold hard copies. Leads that purchased hard copies showed greater purchase intent and had higher conversion rates, allowing the company to focus on the most promising prospects. Here's how to best use whitepapers as a lead magnet:
Choose a compelling topic
To attract the right audience, you need to select a topic that is relevant to your industry and addresses a common pain point or challenge faced by your target audience. Make sure to conduct thorough research and offer actionable insights that make your whitepaper a valuable resource.
Create a visually appealing design
Although the content is the focus of a whitepaper, the design should not be neglected. An attractive, easy-to-read layout will make your whitepaper more engaging and professional. Use visuals, like charts, graphs, and images, to support your points and break up large blocks of text.
Promote your whitepaper
To generate leads, you need to drive traffic to your whitepaper. Use various marketing channels, such as social media, email marketing, and content marketing, to promote your whitepaper. You can also consider partnering with influencers or guest posting on relevant websites to expand your reach.
Capture leads with a gated download
To access the whitepaper, ask readers to provide their contact information, such as their name and email address. This is a common practice known as "gating" content, and it helps you build your email list and generate leads. Make sure to use a clear and compelling call-to-action (CTA) that highlights the benefits of downloading the whitepaper.
Follow up with leads
Once you’ve captured a lead, it's crucial to follow up with them. Send a thank you email and offer additional resources or information to nurture the relationship. You can also segment your leads based on their interests and needs and send personalized content to guide them through your sales funnel. Analyze user behavior to tailor your follow-up messages and achieve higher engagement rates.
Conclusion
Whitepapers are an excellent lead magnet for businesses looking to attract high-quality leads and establish their authority within their industry. By learning from successful campaigns like Delta Separations’, you can choose a compelling topic, create an engaging design, promote your whitepaper effectively, and capture leads in a way that allows you to nurture them effectively. By employing these strategies, you can leverage whitepapers to boost your marketing efforts and grow your business.
