Your Guide to Writing, Promoting and Using White Papers for Business
Do you promote your white paper with social media?
Writing your white paper is only the beginning of the marketing process – after writing it you need to promote it through various channels. One of these channels is social media. The major social media, Facebook, Twitter, and Linkedin together have more than 1 billion users. This gives you a huge platform to promote your white paper and this is something you need to take advantage of.
One of the best ways to encourage people to share your white papers is by adding the social share buttons to your landing page. Adding social share buttons to your landing page will make it easy to share and will add social proof to your white paper. A study by BrightEdge Technologies found that websites with social share buttons received 7 times more shares than websites that didn’t.
If a visitor sees that a white paper has been shared a lot of times they will want to download it and read it.
An e.g. of a company taking full advantage of this is Hubspot. If you visit this landing page you will see that they have added social share buttons at the bottom of the page which make it easy to share. They also prove that it has been shared hundreds of times which adds a lot of credibility.
Adding social share buttons to your white papers can make them even more sharable. After someone downloads your white paper, it’s very unlikely that they will visit this same landing page again just to share the document. But if you add social share buttons to the documents all they will need to do is click a button on the document and it will be shared. They will be more likely to share it after they read it and find it helpful.
To learn how to do this read this post on how to add social share buttons to your documents.
Another great place to promote your white paper is on your social profiles. You can add the link to your landing page to your Twitter profile instead of your home page and encourage visitors to download your white paper. You can also do this to your Linkedin profile.
Your Facebook page is another great place to promote your white paper. By using an App you can add the white paper to your tab. People who visit your website will now see the white paper and if they are interested they will download it. This will not only help you get a lot of readers, but will also help you get a lot of facebook likes.
An e.g. is the free white paper you can download on Pam Moore’s Facebook page. People who visit her Facebook page will see the white paper and if they are interested they can download it.
If you’re white paper is written for the B2B audience, Linkedin would be a great platform to promote your white paper.
You could start discussions about your white paper in groups and ask people to download it.
You could also answer questions under Linkedin answers and post your landing page links in the fields for links provided under the answer box.
Also add images to your landing pages as this will make it more shareable on sites like Pinterest where you can only share pages that have an image. This will make your white paper popular on Facebook too as when your page is posted here the image will be added beside it which will make it more attractive.
Hubspot takes advantage of this feature too. If you visit the landing page of their documents they usually have the image of the cover page.
You shouldn’t just end it with a regular promotion on these sites. Along with this you need to regularly analyze your results. Regularly check which sites are bringing in the most traffic and concentrate on these sites and work on getting better results.
You could analyze your results by using software like bit.ly.
These are a few ways to promote your white paper with social media. For more promotion tips read this free white paper on How to Promote a White Paper.
How do you promote your white paper on social media? Have you got any tips you would like to share with us? Please leave your comments in the comments box below.
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