The hidden opportunity in your PDF downloads
Posted on August 12th, 2009 by Marc Micheli | Filed under: Integrated Marketing, Investor Relations, Marketing News, Soap BoxIf your company is like most these days, you have numerous PDFs on your Web site available for download. With this cost effective and user friendly tactic, many companies are missing the opportunity to let the PDF help close the sale.
PDF Newsletter (Toyota Material Handling)
Too often, the downloadable PDF is not professionally designed because you’re not investing in offset printing. Such treatment can lead to missed opportunities. When uploading documents in PDF format to your Web site, ask yourself, “What does my audience do with those documents, and are my PDFs doing their job?”
From investor relations to sales collateral, your PDF downloads provide a convenient means for potential buyers and investors to collect the information they seek. But do those documents rise to the level of your corporate identity? Do they enhance your brand? Do they build your image? Do they sell?
When researching a vendor, product or service, buyers commonly collect downloaded PDFs and spit them out of the office printer for later analysis. Product information, whitepapers, spec sheets, company fact sheets, annual reports – they’re all being downloaded and printed as we speak. While offset printing volumes are being reduced, the office printer is alive and well.
So treat the office printer like another media channel. When your company’s material comes out looking superior to the others in the prospect’s collection, you’ve just jumped to the top of the stack.
