Looking for some new ideas for promoting your business?

Perhaps a relook at a very reliable method – a well-written white paper – combined with some new online, social media marketing distribution opportunities, is a perfect way to kick off the new year with an increase in business promotion.

White papers are a powerful tool in establishing brand recognition and marketplace credibility.   In an IT buying study by Forbes.com, 72% of respondents contacted a vendor or reseller after reading a white paper. In the same study, 57% of respondents said that reading a white paper influenced a product buying decision.  Additionally, an artfully crafted white paper posted on a web site and distributed to key contacts can lead to trade publication interviews and speaking opportunities.

The purpose of the white paper is to establish thought-leadership that leads the reader to have interest in the solution offered by the writer. That said, the most successful white papers are not sales brochures and do not mention your specific product or solution - white papers inform the reader of a specific trend or issue and identify potential new innovations or alternative ways to solve the problem.

The white paper should be written in an objective and professional manner and should not contain negative positioning. The focus should remain on what the reader wants to know, not what the author wants to say.  The length of the paper should not exceed 4-5 pages and the final page of the paper should include a short biography of the author, which includes a short description of the author’s company, product & contact information.

Once written, edited and proofread, implement multiple methods for using the white paper to promote your business.  Publishing and distribution options include:

• Attaching the white paper to your business web site
• Offering the white paper as a call to action with a direct mail piece
• Posting on social media sites such as docstoc.com or scribd.com
• Submitting to trade industry contacts
• Create a press release promoting the white paper and distribute with a reliable service press release service, which also provides great inbound link opportunities.