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Let's look at production costs for a white paper.
There are several:
- Research, writing and editing
- Illustration and design
- Translations, if needed
Typically, how much do you spend on producing a white paper?
Now take "soft" costs into account, such as your own time and time from IT staff. How much would those costs typically be for a whitepaper?
40-50% of emails are opened on mobile/tablet devices. 46% of primary product research is done on mobile/tablet devices, almost as much as on PCs.
What percentage of traffic to your white paper do you think comes from a mobile or tablet device?
Now - here is the thing. If your whitepaper is distributed as a PDF -even an interactive one- it will not display well on a mobile/tablet device.
According to Google research, if you don't have a mobile site or it's not optimized for smartphones in some way, 61% of visitors will return to Google to find a site that is easily readable on a mobile device.
What do you think? What percentage of people who access your white paper will NOT read it because it is not optimized for mobile/tablet devices?
How many white papers do you have online?
Google research shows that 50% of consumers reduce their interactions with businesses that aren't mobile friendly.
What percentage of leads do you think will not be receptive to a follow-up because of the negative perception created by trying to access un-optimized white papers?
What is your average cost per lead to get a prospect to download your white paper?
Typically - how many times is a single white paper downloaded on average?
In your opinion, how much LESS likely is a prospect to buy from you if they tried to access an unoptimized white paper from his/her mobile/tablet device?
In your opinion, how much MORE likely is a prospect to buy from you if they had had a positive experience accessing your optimized white paper from his/her mobile/tablet device?
What is the average life-time value of your customers?
Or, alternatively, what is your average deal-size?
How else are you using PDFs for communication?
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