In order to sell a product or service in the digital marketplace, you have to build content around them. After all, 70%-80% of people are going to research a company online before visiting a store or making a purchase, and more and more small business owners are realizing this because they are now spending a sizeable portion of their marketing budget on value generation via content.
They’re creating blogs, podcasts, videos etc. to give customers something tangible from their brand to engage with, but not many of them are exploring the possibilities of another very impactful content marketing tool — E-books — because they a) don’t realize the recurring advantages that E-books can generate and b) they think books are massive writing projects that only professional authors can undertake.
This hesitance is understandable, which is why I first want to highlight 7 advantages of E-books as an important part of your lead generation strategy before I jump deeper into the topic:
# 1: E-books Create An Impression Of Authority
When a small business produces an industry-related E-book, they add weight to their brand credibility, and come across as a thought leader or expert on the subject.
# 2: E-Books Have A Perceived Value
Because they are separated from the usual content marketing products and packaged in a “book” format with a standard book cover, E-books stand out as a complete product on their own. And when leveraged to educate, answer questions and address pain points, customers have more reason than ever to download a copy because of their perceived value.
# 3: E-books Are Non-Invasive
Publicizing an E-book through social and other marketing channels causes less friction because people are less suspicious of an informational product than a piece of brand marketing that only pushes them to buy-buy-buy.
# 4: E-books Make People Choose To Engage
The prompt to action lies in a customer’s desire to know more on an industry-related subject they are already curious about. For example, an essential oil buyer is very likely to be interested in “50 Different Ways To Use Clary Sage Oil” if they want to improve their mind and body with aromatherapy. As long as you choose topics that appeal to your clientele base, they will click the Sign-Up or Download button – because they want to!
# 5: E-books Help To Build Email Lists
Capturing email addresses for future marketing efforts is super easy with E-books because people have to type in their email addresses when they want to download it.
# 6: E-Books Don’t Require A Compatible Electronic Reading Device
People can read E-books on any device they have access to: desktops, laptops, tablets or mobile phones.
# 7: E-books Are Inexpensive To Produce
E-books can be compiled in many easy ways. For example, you can collect relevant blogs, articles, infographics etc that you have already published and put them together as an E-book. The cover design and layout is pretty simple with free software such as My Ebook Maker and Canva, and people are willing to read straightforward PDF files, if you’re not even willing to do that.
But, in spite of all these advantages, an E-book – no matter how great it is – is a waste of effort if you don’t have a strategy to market it via multiple distribution channels. Here are 13 ideas that will help you formulate an actionable E-book promotion plan:
# 1: Create A Bold Visual For The Cover
People judge books by their covers – whether they ought to or not – so create interest with an irresistible cover design.
# 2: Allow People To Pre-Order
The very idea of “pre-ordering” creates an impression that the product is in some way valuable or special.
# 3: Offer Free Gifts With Every Download
When people are still undecided on whether or not to download an E-book, the lure of extra incentives will often compel them to type in their email address and ask to sign up.
# 4: Offer The First Two Chapters For Free
Drum up interest by offering the first chapter or two for free if you’re charging a fee for each download. If people enjoy the preview, they’re highly likely to want to read the rest of the book.
# 5: Make Blogs Out Of E-book Chapters
People may want to read the whole E-book after they have read and enjoyed one chapter.
# 6: Recycle The Infographics
Use bits and pieces from the E-book to make standalone content pieces. For example, infographics are very popular and you can easily recycle those to lure customers to read your social posts – and sign up to get the whole E-book.
# 7: Reach Out To Bloggers And Influencers
Contact a list of bloggers and subject experts who write about the same topic and ask if they will review your E-book on their own platforms. Offering some extra incentives that are exclusive to their audience can well tip their decision in your favor.
# 8: Upload A Youtube Video About Your E-book
Let more people know about your E-book by making a video that you can upload on Youtube and other social channels as well. Simple video presentation tools like Lumen5 will help you create an attractive slideshow on what the book has to offer. Use relevant keywords – and not the name of the E-book! – in the video title to attract a primed audience who are already interested in the subject matter.
# 9: Display Download Buttons All Over Your Website
Let your customers see prominent links and CTA buttons for the E-book wherever they may have landed on your website.
# 10: Include Excerpts In Videos, Podcasts And Emails
Remember to promote your E-book whenever you can. Read relevant excerpts from the E-book or tell people where they can find it when you’re making video, podcasts or live stories on social media. Include a mention with a prominent download button in all your direct email and marketing newsletters.
# 11: Pull Quotes
Make images with interesting quotes from the E-book and drip feed them on Facebook, Instagram and other social channels where people love to read quotes. Make sure to ascribe the quotes to yourself or your brand and leave a link for the E-book as well.
# 12: Garner Referral Links
The wealth of visuals and information contained in an E-book can be a great resource to earn referral links as other website use your material to add value to your own content
# 13: Do An Audio Version
Turn your E-book into an audio book to capture a wider audience.
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