How to use white papers to sell to businesses
If you sell relatively complex and expensive products and services to businesses then you should probably be publishing white papers. Here's why.
A client is unlikely to commit to an expensive and complicated product or project until they first have all the facts. They'll probably hold meetings with other people in their organization to assess what you're offering. Therefore, the more compelling information they have at their fingertips about your company and what it offers, the better the chances of you closing the sale.
What is a white paper?
In a nutshell it is a report, which addresses a particular issue or problem and then presents a solution. White papers were first published by the British government in the early 20th century. They explained government proposals for new policies and legislation and are still used for that purpose to this day.
However, since the early 1990s they have become a tool for business to business (B2B) marketing. They are heavily used by IT companies as their products tend to be expensive and complicated. But, increasingly, management consultancies, engineering firms, banks, lawyers and others selling to businesses are using them as well. This is not surprising. White papers are ideal for explaining everything from new manufacturing processes through to the impact of new government rules on business.
More businesses are using white papers
What little data there is on the use of white papers seems to suggest they are being increasingly adopted by businesses to support marketing.
Some 61% of businesses involved in B2B marketing already use white papers, according to the US-based Content Marketing Institute. Marketing Sherpa, another US institute, reckons white papers are probably the most important tool for those marketing to businesses.
White papers tend to be long documents packed with useful arguments and data. They're usually written by experienced in-house or freelance copywriters. But to resonate with their intended audience they must be written objectively and present genuine solutions to real problems.
A common mistake is to pepper these documents with sales hype. This is not the place to do that. It undermines the credibility and value of your arguments. Though right at the end of the document there can be a call to action. It could be a free 30-minute consultation or simply your contact details.
Three essential white paper components
Identify a key problem faced by your customers and explain how it can impact them – such as lost market share, cost increases or reputational damage.
Describe other approaches and solutions to this problem that have been used and point out their limitations.
Now present your solution and address how it has helped other companies and why it works. Describe in detail, preferably with numbers, demonstrating the scale of improvements. Then round-up with a conclusion.
- Wherever possible, back your arguments using research and statistics from respected third parties such as government agencies and trade associations. This builds credibility.
Role of white papers in the sales process
Typically white papers are downloadable from your website in exchange for the reader's contact details. They're often used at the start of the sales process. It enables you to build up a mailing list of prospects who can then be nurtured towards becoming clients.
They're also handy for sales people to send directly to prospects. It helps add weight to their sales pitch and complements other marketing literature such as brochures. But even at the end of the sales process the white paper can still play a crucial role as the arguments and data contained can help decision makers come to a conclusion.
A good way to let the world know about your latest white paper is to write a press release and get it distributed by a press release distribution service, such as PR Newswire or DWPub. This is less for the benefit of journalists – though any publicity is welcome. It is more for potential customers who may come across it when they search the internet for solutions.
Making you the go-to expert
A truly great white paper is educational and even groundbreaking. It should have your prospects nodding in agreement as they read it. They should come away better informed and believing that you clearly grasp their problem and understand how to fix it.
A well produced white paper also places you as the go-to expert in your field. That not only helps justify buying from you, but possibly paying a premium, as your company's expertise makes you a safer bet to do business with.