And so should your marketing efforts! In fact, white papers should be the foundation of your marketing initiative. Why? Because white papers are the most trusted "sales" material out there for complex, technical information. The research presented, and the no hype format of the white paper lends itself perfectly to our technical industry. We are all about solving problems in new and better ways, and that is what the white paper is designed to present, low key, but persuasively.
When I was on the other side of the sales equation, as a consultant, I looked to white papers to educate myself and the engineers on my staff on new technologies, to see if they were right for my client's application. I have used them to present those technologies to my clients, to help them also decide in favor of a particular piece of equipment. And I was not alone.
In fact, in 2010, a study by Eccolo Media determined that “84% of businesses find white papers either moderately or extremely influential in their buying decisions.” A carefully crafted white paper can make the difference between a sale and an "also considered". Your technology provides a new and better solution to a water or wastewater industry problem. Let me help educate the industry on your solution and demonstrate your company as a thought leader and innovator.
Other services offered:
- SUCCESS STORIES/CASE STUDIES: Second in importance are the success storied or case studies. As effective credibility builders, case studies are an excellent way to present your successes. Do you have a client who will only use your valves or flowmeters because they are so reliable? Or an MBR client who is saving energy AND meeting stringent tertiary treatment requirements? Did your trenchless technology enable a client to install much needed pipelines beneath busy city streets? I will work with you to establish the best possible success story, and then will interview your client, spotlighting how your product helped them achieve their goals.
- WEBPAGES AND PRODUCT PAGES: Your webpages must convey your message and explain the unique features and benefits of your products, services or technologies clearly and accurately. In addition, the content must be compelling and address the internet realities of search engines and keyword optimization. I will research the keywords that your clients will use to find you and incorporate this information into content that will hold your clients interest.
- LEAD GENERATION AND NURTURE: If your website is not gathering information on your visitors, you are missing a major opportunity to connect with your potential clients. While 67% of customers will check out your website before purchasing, most are not ready to make a purchase at that time. BUT, 80% will generally make a purchase of some related type within 6 months to a year. If you are not staying in front of these potential clients, you are losing sales. It is that simple.
- BROCHURES, SALES SHEETS, FEATURES/BENEFITS: Whether downloadable from your website or used by your field reps, your brochures and sales sheets must convey the quality of your products and services. I can work with you to produce quality sales materials that clearly and concisely convey those innovations, features and benefits that set your product apart from the competition.
- ARTICLES, PRESS RELEASES, ETC.: Getting the word out about your latest innovation can be daunting. I can help by crafting articles and press releases that spread the word.
Are you ready to get started? Contact me now.
