What’s a white paper?
White papers have other names like opt-in, lead magnet, and freebie.
White papers are a marketing strategy to promote a company, encourage growth, and provide information in exchange for an email. I like to define white papers as an easy way to “buy” your prospect’s email address. You know the type: “Give me your email and I’ll share 3 of my favorite Squarespace hacks”.
These types of pop-ups litter websites, and for good reason. When you get someone’s email address, they are a slightly warmer lead. They have shown interest and have signed up to receive something in exchange. This “gifting” of value helps you come across as an expert and very generous.
I love using them on my client’s websites as a way to grow their email list. If you’ve ever been on a call with me, you know that I say:
An expansive e-mail list is invaluable.
If you don’t have some form of a white paper, I highly encourage you to test it out. After you set up the white paper using a form or automation, I encourage you to set up a sequence. An email sequence is a set of automated emails that continue to build relationship and foster community. Additionally, you can use this sequence to warm up and sell to your audience.
While a white paper may not seem like something that matters to website design, I work to create solutions for your entire business. I believe that your website is the technology hub for your business, so solving problems, creating systems, and automating things is what I do.
If you are ready to get totally set up to grow your email list and make a killer first impression, please click here to apply to work with me.
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