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Social Media Action Plan for promotion of the whitepaper and
lead generation for the same.
Objectives:
• Creating a strategy for promotion of the white paper “Increase Lead Conversion with CMS and Demand Generation.” across social media outposts.
• Creating a chain of effective leads for the same.
Proposed Channels:
• Facebook• Twitter• Linkedin• Press Releases• Slide Share
• A Facebook fan page is a great way to ensure the distribution of discussions, videos, blog feeds, events and other interesting content to the potential customers. The wall of the fan page would be a great place to market the white paper as the fans would find the registration link on their wall.
• But, the promotion would hit a all new level by creating a landing page for the white paper on the Facebook fan page. A Facebook landing page gives a low-cost opportunity beyond the website the white paper is embedded in.
• Landing pages are easy to create, hassle free as it uses basic FBML which enables one to create just about any type of “landing page” on Facebook page, such as an intro to the white paper.
Three ways to use Landing Pages to share the White Papers:
• Modified registration page: One should modify the whole registration process a bit as no social media users likes to fill up long forms. Autoresponders is advised to collect emails and deliver the white paper.
• No Strings Download: A compelling teaser is portrayed in the page followed by a “download full document instantly” button where the fans can get the full document without registering it. But this option is only advisable if viral share of the white paper is more important than lead generation.
• Video Embed: A short video on the page can be a great way to invite the fans to download the white paper. In the social media sphere, people prefer interacting with people as opposed to a faceless brand, so a short and catchy video is a great tool for attracting the fan base.
It should look something like this. While clicking on the “Get it Now” the fan can be redirected to either the website or the direct link from where they will download the white paper.
This landing page concept is also very helpful for attracting the “Non-fans” as they have to “Like” the page to download the white paper.
Why Twitter?
• Brand extension• Team building• Collaborating on projects• Flattening the organizational chart to create feedback and mentoring• Passing along information and articles in real time• Coordinating travel and conferences• Fast sharing of ideas, news and information
• For marketing the white paper through Twitter it is essential for the company to tweet as much as possible in a regular basis. The tweets should have a on the face attitude, make sense and carry the link of the white paper / registration page. All employees should take up a responsibility to tweet, at least twice a day.
• It is very essential to know and use the right hashtags in the tweets as these hashtags lets the tweet fall into the right direction , and the white paper can be distributed to the right audience.
• The quality of the Twitter network is very important, building that should be a prime concern. With the proper people following the comapany’s page and vice versa, it becomes easier to market the white paper in the tweets. In this case the following should be ideally company directors, entrepreneurs, activists and high end business professionals. For the already following, a direct message can be send.
Why a Business need Linkedin for Social Media marketing:
• Increase the brand’s visibility• Lead Generation• Targeted Ads • Recruiting new talent• Product Feature• Brand Management
• LinkedIn is provably the best channel to market the whitepaper in the social media space as the target audience can easily targeted.
• The Groups and Discussion feature should be used wisely and the right groups should be targeted wisely.
• The employees could become members of such groups on LinkedIn and actively take part in discussions in these groups or even pose questions in order to start discussions.
• These answers and contributions to discussions and the starting of new discussions will portray an image of employees and the company which might have more influence than all of your marketing as the content and the discussions give a deeper insight into the thinking or perception of the employees and thus of the company.
• The discussions on LinkedIn is now becoming an important part of the marketing beyond the control of marketing.
Press Releases
Why Press Releases are important for virally marketing a White Paper.
• To form some sort of relationship with your customers / supporters, or potential customers / supporters, or those that are influential in the market in which you operate.
• To let people know what is happening in your company or organization. This might include information on up and coming events or latest team news.
• To let people know about changes or developments in your service delivery. This could include informing people of the fact that you are now providing a faster service, a more enhanced service, or a whole new service!
• To shout about your successes! Have you had an increase in sales this month? Or perhaps you have been nominated for an award. Press releases are a great way of sharing this news.
Press Releases
Necessary steps to be taken while optimizing a White Paper through Press Releases:
• Hyperlinking Aplenty: It is not to be assumed that the readers have the patience to read till the end of the release to find the link. So it is advisable to Reference and hyperlink the white paper after each instance that it is mentioned.
• Making it Big and Bold: It does not leave a good impression to the visitors if they have to hunt and search for the download link throughout the release. It should be quick, big, and simple for them to download the paper.
• A Sample should be provided: I would suggest giving away the Executive Summary or a portion of any problem assessment page as the sample. One can add a link within the press release to promote the sample, or add a link to the sidebar of the landing page to increase interest in your white paper.
Press Releases
• Twittering It: Using Twitter on a weekly basis for the first month to promote the overall strategy and white paper, making sure the hyperlink added in Twitter directs the visitor to the landing page of the white paper in the website.
• Limiting the Lead Data: The amount of information they require to obtain a free white paper should be limited. If lead generation is the primary focus then keeping it simple is the best option. Requiring more information will only result in increase in the number of drop offs for the white paper marketing efforts.
Slide Share
Why use Slide share for promotion of the White paper online?
• They are on-demand viewing: users can access them and go through them when they have the time and need not set aside time from their schedule to go through them.
• They are very sharable: Whether internally among the Slideshare community which alone has a large user base or on sites like Linkedin and other social networks, they can easily be shared on large online communities.
• They show up well in search results: If they are well titled and tagged, they make for great search able and useful content for users who are searching for more information around the white paper.
• They are engaging & educational: which simply means they are perfect for demonstrating something in an interactive way.
Slide Share
How to use Slide share for promotion of the White paper online?
• Keeping in consideration of the fact that PDFs are more SEO friendly, its always a good idea to index pdf documents with the title and body copy carrying the most weight in the doc. As with websites, the meta info an keywords are largely ignored, but as with sites one should still include this data in any case.
• It is advisable to produce PDFs to engage your audience in a fast, fun easy way that allows the white paper content to be accessed just the way the company presented it. PDF documents can be intimidating to read, especially if they are densely packed with information.
• It is also a great idea to create a Slid show of the same white paper and upload it on Slide Share. Two instead of one with the same title and feel would double the chances for a customer to find it easily.
More Additional Ways to Repurpose the White Paper
• White Paper Library Sites: Many industries now have white paper libraries and collect a bounty for each one that is downloaded.
• PPC Campaigns: Feature your white paper as an incentive in your paid advertising campaigns.
• Cross Promotion: Give responders to one white paper offer the opportunity to download other white papers you have. This can be done on the download site, in a welcome message or within the white paper itself.
• White Paper Resource Center: A white paper resource center on your site not only shows off your breadth and depth on a given topic, but also is an excellent search engine optimization tactic.
