Agency lead generation: How to create white papers that convert

30-second abstract:

Agency lead technology methods are prime of thoughts proper now and attracting extra leads recurrently has change into a problem with increasingly content material being accessible on-line now.
Agile entrepreneurs are paving the trail ahead combining know-how and expertise.
You can increase lead technology utilizing content material that provides worth to your prospects—content material akin to white papers.
Venngage’s Content Marketer, Ronita Mohan shares a five-step information to design papers that may generate leads to your company.

Agency lead technology methods are prime of thoughts proper now. Attracting extra leads recurrently has change into a problem—the world is extra on-line, however that additionally means that there's extra content material accessible.

Rising above the noise to attract in the proper leads can look like an unimaginable process. But we’re right here to let you know that it isn’t.

You can increase lead technology utilizing content material that provides worth to your prospects—content material akin to white papers.

While designing white papers from scratch may be tough, there are on-line sources to create enticing white paper designs that increase model consciousness and enhance conversions.

So, how do you create white papers that convert? We share a five-step information to design papers that may generate leads to your company.

1. Target company lead technology audiences

Before you design a white paper, it's worthwhile to outline the audiences who will learn it.

While your company might have a various set of purchasers, while you’re attempting to generate leads, it's worthwhile to slim down your focus.

You don’t need to create content material that goals to please everybody—the possibilities are, you'll find yourself attracting nobody.

Generic content material is less complicated to create—there’s a proliferation of it on-line. But you need your content material to face out within the crowd. That is how potential purchasers will discover your company.

To do that, you must research your market segments and reply these questions:

What ache factors do your purchasers have?
How can your company resolve these points?
Is your present market massive sufficient to your service?
Are there market gaps that you must discover?
What type of content material has already been profitable?

Following this course of will enable you to perceive your viewers’s wants higher. This will make it simpler to decide on matters and designs to your white paper and increase conversions.

2. Define matters for company lead technology white papers

Now that you just’ve outlined your viewers—and you understand your objective is company lead technology—it's worthwhile to decide a subject that's appropriate to your prospects.

Remember, your purpose along with your content material is to offer options to your purchasers’ ache factors—that must be the driving issue behind creating any type of content material.

There are just a few methods to seek out matters of curiosity to your prospects.

One methodology is to ship survey questions to your current purchasers asking them what sort of content material they wish to see from you.

You can even have a look at content material that has already achieved nicely on social media, previous white papers, and weblog posts. This will enable you to resolve which matters entice probably the most views.

Consider looking out on-line for key phrases associated to your purchasers. Google’s longtail key phrase strategies are an amazing place to seek out new content material concepts.

Plus, SERP outcomes provide you with an concept of what content material is being looked for and why.

It is finest to get granular along with your white paper matters. Instead of making a paper on the broader matter of brand name consciousness, the beneath instance focuses on model positioning.

Source: Venngage

If you’re writing about e mail advertising and marketing—which is a broad matter—think about specializing in one thing narrower.

Write about incorporating user-generated content material in emails, or how e mail advertising and marketing can be utilized to enhance hiring charges.

You can even concentrate on particular facets of your business, such because the influence of phishing scams on firm cybersecurity, or the best way to outsource IT departments.

The extra focused your matters are to your viewers, the extra probably they're to interact along with your content material.

three. Agency lead technology content material creation

When you’re creating content material designed for company lead technology, your thoughts is on gross sales and conversions.

However, that shouldn’t be the first thrust of your content material. If you create white papers solely to promote your company to leads, you may find yourself dropping them as an alternative of changing them.

Nobody desires to be bought to—particularly once they’re investing time and power into studying a white paper.

Additionally, white papers are gated content material—they require events to replenish a type to acquire entry to the paper.

You can’t ask prospects to place in that a lot effort to get a chunk of content material that doesn’t enrich their lives or educate them a couple of matter.

But you do nonetheless must convert prospects into purchasers. How are you able to try this?

Your white papers must be academic and informative about the subject material, like on this instance about worker engagement.

content creation for your agency lead generation white paper

Source: Venngage

Do unique analysis into the subject and embrace knowledge that backs up your assertions.

Share case research and illustrated use circumstances out of your company. Not solely do case research make for attention-grabbing content material however in addition they act as testimonials to your work.

The strategy of attracting prospects must be natural—encourage them with well-researched and well-written white papers.

four. Designing white papers for company lead technology

Your white paper must be attention-grabbing and interesting, but it surely additionally must be enticing to prospects.

You might create a Word doc, export it as a PDF, and share that along with your viewers. But is that going to get prospects’ consideration like this instance beneath?

Neon Digital Hiring Strategy White Paper_Venngaeg

Source: Venngage

It is feasible to design a white paper that's colourful and detailed with templates and even from scratch.

We define the best way to design nice white papers to enhance your company lead technology efforts.

Be on-trend along with your company lead technology white paper design

Your white paper must observe current graphic design traits. This is essential as a result of, whilst you need to stand out from a crowd, you don’t need to stick out like a sore thumb.

In the foreseeable future, these are a few of the design traits company entrepreneurs want to pay attention to:

Muted colours, not daring or neon colours
Flat icons and illustrations, versus 3D icons
Geometric shapes, as an alternative of the summary, flowing shapes of 2019
Classic Serif fonts, that are coming again into vogue

All these design components will affect the way you create your white paper and the way efficiently they attract potential purchasers.

Use visuals to design enticing lead-generating white papers

Visual communication has change into one of many pillars of content material advertising and marketing—which is why visuals must be integrated into your white paper design.

Start by designing a lovely cowl web page to your paper. 

Similar to e-book covers, the highest web page of your paper has the ability to attract individuals to learn additional, like on this instance.

using visuals for your agency lead generation white paper

Source: Venngage

Your cowl web page also needs to convey what leads will discover throughout the pages of the paper—don’t mislead them with visuals which can be enticing however irrelevant.

Though papers are largely text-based, that doesn’t imply that visuals don’t assist have interaction readers additional.

You can use visuals like icons, illustrations, images, and charts so as to add depth to your white paper. They additionally make the content material extra readable and scannable.

When utilizing images, search for imagery that displays your target market—that may make the white paper really feel extra related to your readers.

Structuring your company lead technology white paper

We have already talked about the significance of getting a canopy web page to your paper. But you additionally want to incorporate an index that outlines the chapters of the paper.

To make the method simpler, at all times embrace web page numbers in your white papers. 

Readers will have the ability to return to sections they're thinking about if they've an index to confer with, like on this instance.

structuring your agency lead generation white paper

Source: Venngage

When you possibly can, attempt to embrace quotes from specialists in your subject—this can give your paper extra gravitas. Quotes must be highlighted with an even bigger font measurement to differ the design.

In the identical vein, embrace tables and textual content packing containers that focus readers’ consideration on particular details and knowledge.

Highlight key takeaways within the abstract part of your paper—it's best to summarize your findings solely after the paper is written.

Add a CTA in your company lead technology white papers

What is the aim of your paper? You need your prospects to carry out some motion.

That is why it's worthwhile to embrace a call-to-action in your white paper—so as to convert prospects into leads, and ultimately into purchasers.

Here are some calls-to-action you possibly can add to your papers:

Subscribing to your publication
Trying out your service
Scheduling a name
Learning extra about your online business

Ensure your CTA is seen and stands out in your web page—this can encourage results in click on on it and journey additional by way of your gross sales pipeline. 

Repurpose content material into company lead technology white papers

Creating content material for company lead technology could be a powerful process—particularly when it's a must to construct content material from scratch.

But there's a workaround for company advertising and marketing groups—repurposing current content material. Instead of making the textual content and visuals for papers, breathe new life into what you have already got.

For instance, your organization weblog might have a number of posts round one matter. These may be collated into chapters for a paper. 

Similarly, a webinar can be utilized to create a white paper, or a protracted eBook may be damaged down into a number of white papers.

The prospects for repurposing content material are countless—hold an open thoughts and you may create papers that may generate extra leads. 

5. Agency lead technology white paper promotion

Congratulations, you’ve created a white paper! Now, what do you do?

Leads aren’t going to seek out your paper on their very own. You must actively promote your content material.

There are quite a few methods to get eyeballs in your paper. Here are just a few promotion strategies to observe:

Blog posts

Create weblog posts round your white paper content material and embrace a call-to-action to obtain the paper, like on this instance.

using blog posts to market your white paper for agency lead generation

Source: Pardot

Leads usually tend to entry gated content material if it has some context round it.

Email advertising and marketing

Promoting your white paper by way of an e mail marketing campaign can increase downloads.

Share previews, statistics, or details from the paper to entice your e mail checklist to click on by way of to your paper’s touchdown web page.

Write a follow-up e mail to everybody who downloads the paper to proceed a dialog—this can enhance conversions. 

Social media advertising and marketing (SMM)

Leads use social media to seek out content material and future companions on a regular basis. Sharing white papers in your channels will enhance visibility to your content material and your model.

Use social media instruments to schedule posts about your white paper at related instances to your viewers.

Website advertising and marketing

You can construct a touchdown web page to your paper that features a abstract and key learnings—sufficient info to encourage results in obtain your content material. 

Your web page ought to embrace a easy type that potential purchasers can fill in to entry the paper—don’t ask for an excessive amount of info, or they might be deterred from filling the shape.

Promoting your content material is a mandatory step if you wish to create company lead technology methods that convert.

Key takeaways: Prioritize viewers wants to spice up company lead technology

Creating a white paper is a protracted course of however a fruitful one which brings in additional purchasers. To achieve success, it's worthwhile to observe just a few essential steps:

Target your white paper viewers
Choose matters which can be related to your leads
Create content material that may encourage results in companion with you
Design the white paper to draw leads
Promote your content material on a number of platforms

These steps will enable you to create white papers that may increase your company lead technology efforts.

Ronita Mohan is a content material marketer on the on-line infographic and design platform, Venngage.

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