how to use them for lead generation – WAU
Build a reputation, consolidate yourself as an authority on the subject and spread the brand. These are some of the advantages of using eBooks and whitepapers as a marketing tool for your business. But not just that. One of the goals most desired by companies is easily achieved with the use of rich materials: lead generation. […]
Build a reputation, consolidate yourself as an authority on the subject and spread the brand. These are some of the advantages of using eBooks and whitepapers as a marketing tool for your business. But not just that. One of the goals most desired by companies is easily achieved with the use of rich materials: lead generation.
But do you know how to use them in practice to achieve results?
eBooks and whitepapers as a tool to generate leads
As they are more dense materials – and, therefore, also known as rich materials – eBooks and whitepapers have become indispensable tools in a content marketing strategy that has lead generation as a key performance indicator (KPI). . This is because these materials involve the exchange of more in-depth knowledge for contact details of potential customers.
When worked well, not only in relation to the proposed theme and content, but also in its dissemination, these materials attract the readers’ eyes and clicks. In addition, registrations of people who, in fact, are interested in matters related to your business. This interaction provides a conversion into sales in the short, medium or long term, depending on the complexity of the negotiations for your type of market.
How to create rich material conducive to lead generation
The first step to obtain results with the generation of leads through ebooks and whitepapers is to contemplate a subject related to the market in which your company operates. Remember that this theme must be relevant to the needs of the buyer persona defined in your strategy.
The ideal, in this case, is to focus on the main questions of your personas. That is, develop a more dense content that clarifies doubts or gives coordinates on how to deal with a critical situation in the day-to-day life of the companies or people you want to attract, which can be resolved with the purchase of the products or services that your company offers.
Remember that these materials go deeper than the content developed for blogs and social networks. Therefore, they need attention on the type of approach and information that will be passed on, given that they need to be more complete than the other contents.
Landing page: the necessary tool to capture leads
With the content defined, developed and diagrammed, the next step to generate leads with eBooks and whitepapers is to create a landing page: landing page for people interested in downloading your material.
It is on the landing page that your potential customers must enter their contact details in exchange for the knowledge made available in these materials. Therefore, it is necessary that you evaluate well what will be the requested data. In a first contact, the ideal is to request only information necessary to continue the nutrition of these leads.
Name, e-mail, company and function (to assess whether the contact is responsible for making decisions at the company) are the most necessary information in that first contact. For the others, the ideal is that they are requested according to the evolution of the relationship with these potential customers.
It is also important to make explicit a promotional appeal, which in fact instigates this lead to exchange their contact information for the content provided. Therefore, expose in a brief but attractive way, what you can find in the eBook or whitepaper available.
Learn how to create good landing pages with 8 tips!
Invest in material promotion
You can work on the best theme, dedicate yourself to the content and have an appropriate landing page, however, if you do not invest in promoting the material, there will be little result. Therefore, assess where these potential customers are to properly invest in the strategies necessary for them to become aware of the eBook or whitepaper developed.
Facebook Ads, Google Adwords, co-marketing partnerships, distribution in forums and discussion groups on social networks. There are several options. However, it is not necessary for you to invest in all of them. Evaluate your history of actions, identify which channels have generated the most results and dedicate efforts to them.
With the right strategy, it is possible to achieve significant growth in your lead base with the support of eBooks and whitepapers. That way, more people will have knowledge about your business and more resources to work with will have your sales team.
And you, already use eBooks and whitepapers for lead generation? Do you have any questions about how to apply this strategy? Enjoy the comments below and share it with us. It can be a topic for an upcoming meeting here on the blog!