Compelling Reasons to Offer White Papers to
Your Government Customers and Prospects
Subject Matter Expertise is important to your government prospects. White papers can be very powerful in establishing your company as the expert (or even the thought leader) in your market segment .For example, by outlining the history of a particular technology evolvement; you can logically and linearly tell your story (past, present, and future) AND highlight the painful problems government has experienced along the way. Conclude with your company’s solution to the problem, focusing on the benefits!
But remember, when telling your story, lead the way (in other words, set the stage) to the solution instead of introducing your company’s solution right off the bat. White papers can be powerful in driving change through education (first and foremost) and marketing (second). It’s a delicate balance that requires knowledge regarding the structure of a white paper
Here are a few more compelling reasons to offer white papers to your government customers and prospects.
- The role of white papers in many procurement environments and decision making processes is invaluable. In spite of the constant daily "noise" that surrounds your customers and prospects (tons of e-mail, phone calls, text messages, ringing cell phones, ringing desk top phones, office distractions, social networking, etc.) prospects REQUEST white papers (by taking time to download and read them) and therefore, are typically very interested in the information you are providing. After reading a white paper, they are a better informed prospect and more primed to buy what your company is offering. AND… when they down load it from your site, you know they are interested!
- In the current economy, businesses need to re-think traditional marketing strategies. People are not responding as well to "old fashioned" marketing, but these same people DO respond to great content – especially when it’s a white paper. When your new white paper is ready, it’s a great idea to "tweet it", add it to your LinkedIn profile, offer it as a download on your website or talk about it on your blog and provide a link there, too. Also – post it on GovLoop.com! You get the idea. Promote it as an educational tool from your company and you will succeed in creating rapport.
- The typical length of a white paper is 6-12 pages – not really much longer than a journal article, but perceived to be much more informative and PROVEN to be a better marketing tool. “There’s GOLD in them thar white papers”, so start writing!
- The intention of a white paper, as marketing tool, is to help buyers make educated decisions. That’s not necessarily true with a blog post, article in a publication or article on your website. It’s the perfect way for your company to be perceived as the expert in the marketplace and assist your reader in making a buying decision. (From YOUR company!)
Learn more from these helpful short reads to improve your interaction with Government Officials.
- Tips for Website Design When Marketing to Government
- Does your Website Speak to Governments?
- Tips for Leaving Voicemail Messages that Get Prospect to Take Action
- White Papers: Not the Most Innovative Idea...But a "Must-Have" for Successful Government Contractors
- Transparency: A Hot Button in Government Contracting
- Five Simple Tips for Creating Rapport with Government