It’s no doubt that social media has shaped the way we live, share and connect to each other – for better or worse. Since we people love sharing valuable content, social media is the perfect channel to get our message across.
However with its noise around the B2C market, I wonder if it can do the same for our B2B marketing campaigns as you know, marketing strategy for B2B businesses is no way like that of B2C. It requires more level of professionalism and education.
As a matter of fact, it’s already hardwired to our brain that white paper is something so valuable and informative that it can’t be shared among the noisy environment of social media, that once being forwarded among social media community, we are ruining its original purpose – educating and can eventually damage our company’s credibility.
Is it true? Or it’s time we change the way we think and perceive about this new evolution?
Benefits of White Papers
More than anyone else, we marketers know this: white papers are the most effective marketing tool and play crucial role in driving traffic, convert sales as well as generate thought leadership for our business.
Unlike other marketing materials, white paper is a mix of both marketing language and technical voice which give its owner the credibility necessary to dominate their industry market.
Well crafted white papers show our credibility and expertise in the industry, one thing that can eventually help us increase sales. Because being wrapped with unbiased information, white papers are easy to get into the heart of potential customers. Additionally, white papers make the job of building thought leadership for business even easier.
Because of its nature – educating customers about new solution to a problem or challenge, there would be no hype, no marketing tone in a white paper. If you go against the rule, customers know it immediately and will walk away. They are tired and overwhelmed of marketing and advertising information, they don’t need it. All they need is something that makes their lives better.
A Boom in Social Media
It’s all about the buzz that your businesses create in the community that brings you more traffic and finally more sales. This rings true in the B2C market. For B2B, you need more than that, noise does help of course but practical data is even more effective. That’s why people love white papers, they provide them what they hunger for – educative information with facts and statistics.
Social Media and White Papers in Same Place – Dead or Thriving?
Social media is outstanding, white paper is powerful. So what happens if we combine them into one piece? Will it be dead or thriving?
The answer is yours.
You may turn your readers off with inappropriate social media information in your white papers as they appear to be some type of marketing materials or you may make your white papers go viral among the community.
It all depends on how you make it but always remember that white papers are for educating purpose only whereas social media is for marketing and promoting purpose. Therefore social media sharing buttons (if any) should be placed properly at the end of your white papers where your readers reach the point of wanting to know more about your business. Or when they feel love your white papers so much that they want to share them to their friends and family and help them solve their problem.