To successfully market your business and boost revenue you need to use every tool in your arsenal. It’s no secret that social media has taken hold as one of the most powerful and cost-effective marketing avenues out there, but there’s another offshoot of the tech boom that has tremendous hidden potential as well – eBooks. By following the right steps, you can write and publish eBooks and use them to significant effect in your overall marketing strategy. If you’ve never written one, or if you have but aren’t sure how to take advantage of its marketing capabilities, read on for some helpful pointers.
1. Keep Them Concise
Just like you would with any blog post, keep your eBooks concise and to the point. Because it’s a longer form than a general blog post, organizing the delivery of your message is even more important. Avoid rambling to your readers by organizing the structure of the points you wish to make and the overall message or instruction you wish to deliver. If you can pack a 50-page eBook with loads of valuable information, your readers will thank you for it and come back for more.
2. Price Them Cheap or Give Them Away
If you’re relatively new to the game of using eBooks to market your business, don’t charge your customers a dime. If you’re further along in the process and your eBooks are known to provide readers with tips and advice they simply can’t get elsewhere, price them conservatively. People generally don’t like paying for things when they don’t have to, but if you’ve already delivered some high-quality eBooks in the past, you can get by with a nominal fee. If not, make them freebies.
3. Use Existing Content
Be cautious with this strategy. While you should never copy and paste existing content into an eBook, there is nothing unethical about drawing on previous blog posts to generate content. I did so with an eBook I created several years ago, and although all content was original, I did base it off of writings I had done previously. This can cut down on the time it takes to create your eBook.
4. Include a Preview On Your Website
Whether or not you’re charging a fee for your eBook, be sure to include a preview on your website. It could be a link to the cover page and the first few pages of text, or a preview of each chapter, depending on the length. Dangling a carrot is an effective strategy when trying to draw readers to download your work.
5. Promote It On Social Media
Once your eBook is up and running, by no means should you simply market it on your website. Include a mention on all of your social media accounts, with a link to where the viewer can download it for free. You can also link to your landing page where viewers can purchase it. Creating an eBook is important, but marketing it effectively is just as essential.
6. Avoid Excessive Self Promotion
Have you ever downloaded an eBook only to find the first ten pages filled with the writer’s advertisements? This is a great way to convince a reader to abandon your eBook. Of course you want to promote yourself, but there are right and wrong ways to do it. Most readers will respond better if they don’t feel like they’re being sold to. After all, your entire eBook may be about self-promotion, but it doesn’t have to look like it. Take the opportunity within your content to highlight your work or your product(s) such that it illuminates the information or message you want to convey. And definitely link back to relevant information on your website or blog. Do provide information about yourself and your business at the beginning of the book, but keep it simple. At the end of your book, even at the end of each chapter, invite the reader to contact you with questions or for more information.
Once your eBook is written and ready for distribution, you need to decide which format is best for your situation. Most standard eBooks are in PDF form, but publishing yours in an EPUB format may actually be more beneficial, mainly because it’s mobile-friendly. Consider getting some software online, converting your eBook into both formats, and offering your readers a choice. Using eBooks to market your business is a great complement to your current marketing initiatives, just make sure you’re crafting them to attract the most readers – and potential customers – as possible.
Have you ever written an eBook?