White Papers: The Perfect B2B Marketing Tool
The transportation and logistics industry consists of unique, complex and expensive products and services. And they have lengthy buying cycles. What’s the perfect marketing tool? The admired white paper.
There’s plenty you can do with white papers or special reports. They’re comprehensive, detailed, and effective. Additionally, today’s buyer relies on inbound marketing.
Both prospects and customers want information that informs and educates them. Inbound marketing consists of helpful information. It also helps if that information is engaging. White papers fit that bill.
When it comes to marketing trucking and logistics companies, special reports are ideal.
- They provide soup-to-nuts information about technical products and services.
- They focus on features and benefits highlighting performance to explain cost.
- They help to explain detailed, end-to-end supply chain processes.
- They address all segments of the buying cycle.
- They generate leads and help close sales.
- They Build Your Brand.
Plus, 95% of all business buyers research the web before contacting a sale person. All of that makes special reports a useful and vital marketing tool.
Special Reports Identify Your Business As An Industry Thought Leader
Special reports help improve your status in the industry with thought leadership. That separates your business from the pack.
How exactly do you do that?
You can do that in a number of ways. You can publish your views on industry trends. Discuss where the industry is headed? Are new tools and technologies going to redefine the industry? Are new business processes taking shape that will change the way you do business? What solutions does your business have that cater to the future?
These are just a few topics to help you establish thought leadership. From a marketing standpoint, this is not trivial.
On the contrary, it’s vital. As you establish your business as a thought leader, your business soon becomes a “Go-To” resource. That enhances your brand. As prospects link your business with thought leadership, you’ll benefit from that. That makes thought leadership is an essential tool in your toolkit.
White Papers Generate Leads, Build Your Brand, and Close More Sales
Why do you need white papers? The answer is simple. Because they get results.
Let’s peel back the onion to understand why.
First, prospects do not view white papers as sales material. They have a reputation that’s a cut above typical sales content. Special reports are full of facts, figures, illustrations and key information about features and benefits. White papers are seen more as educational selling. And that has a soft-sell approach.
Second, decision makers prefer special reports. They see these editorial-style reports as useful, informative, and neutral. As a result, they easily find their way to the decision maker’s desk
Third, whitepapers have more than one use. You can use them to generate leads. You can use them to educate prospects. They’re also effective for branding. And they can help close a sale… especially at B2B trade shows.
Fourth, transportation and logistics companies and special reports are a perfect match. White papers are the ideal marketing tool. Their format and detail lend themselves to explaining difficult concepts and complex business processes. That makes them a perfect fit.
That lays out why special reports work. Now, let me address some whispers about the future of special reports.
White Papers: Are Their Days Numbered?
There’s some talk of decline in the use of special reports. Some marketers blame new media. They cite the growing use of social media, the move away from text to audio and video, and the move to shorter form content.
Some of these claims have merit. But let’s dig a little deeper.
First, these claims apply more to B2C than B2B businesses. Additionally, these predictions may apply more to some B2B industries than others.
In my view, white papers are here to stay.
As I said above, logistics is truly complex. The logistics industry has multiple activities, business practices, tools and technologies. You just can’t dumb down logistics. So, your products and services need to be explained. And special reports do that.
Finally, no other marketing content can explain the maze and complexity of activities like special reports. Also… trends indicate that complexity is increasing – not decreasing. That said, special reports are here to stay.
Do you have solid, no-hype content that will impress, inform, and sell your customers on your products and services?
I know your industry. I know your customer. And I know your business. Your special reports will reflect my deep experience and expertise.
To find out how you can get white papers written by a B2B copywriter who’s also a Certified Professional Logistician email: firstname.lastname@example.org. Or call me at 256-886-4684.
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