by Linda Julian

White papers - research-based articles, opinion pieces, and fleshed-out case studies - are a great way of warming up prospective clients and referral sources.

By embodying your knowledge and track record in a white paper - creating IP - you generate interest within target markets, warm-up prospective clients, and add value to client relationships.

A white paper can underpin or stimulate a targeted marketing campaign. If white paper marketing is your chosen path, here are some promotional tips.

• Put it on your website. Right away - not "one day".

• Do a press release. Craft a short, sharp press release which includes a weblink to your white paper.

• Do a promotional circular email. Weblink to a printer-friendly version (.pdf) of your white paper.

• Email everyone in your firm with a link to your Intranet or website and an attention-getting covering note.

• Offer hard copies at reception, forthcoming seminars, industry events, and so on.

• Circulate it to other industry participants Make sure it's noticed.

• Mention your whitepaper in your newsletter. Consider a pr?cis, with an opportunity to access a full copy on your website.

• Create a seminar on the theme. Build education-based marketing activities around your whitepaper.

• Invite responses. Offer options for more information, to join a mailing list, or to invite personal follow-up.

Once you've done the hard work of writing, be sure to leverage your whitepaper investment.

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© Trey Ryder

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