White Paper 'Carrots' Used To Make New Contacts
While many people think of white papers as a way of keeping in touch with an established audience, it's important to remember that they can help organizations make new contacts, too. One company has achieved good results by asking individuals who download its white papers to provide their names and email addresses.
Chuck Steege, the founder and president of the financial services firm SFG, recently told John Drachman, "We are seeing that the performance share discussion with our prospects moves faster once they register for, download and read our white paper . . ."
Steege also indicated that the relationships tend to extend beyond that point, adding, "We're seeing solid interest for more information from executives looking to make a high-level change, yet are hesitant about transitioning to a new position without all of the facts about their compensation."
That's promising stuff. Of course, it's important to let people know what they're in for when collecting their contact information, and providing them with an easy way to opt out of a mailing is important too. Spamming folks is not a winning strategy.
(Keep an eye out for fake email addresses while you're at it, since contacting WhitePaperFakeName@aol.com probably won't get you too far.)
Still, companies that are in the habit of giving away their white papers for free should consider introducing a signup page that people can bypass, at least, since the point of download is a good place to hook individuals.
View All Articles by Doug Caverly
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