Congrats! You’ve just spent so much time and effort creating an eBook you are proud to offer to your customers and prospects. But have you thought about how you’re going to market it? All your work will be for nothing if you don’t have a solid strategy to ensure your eBook is visible to those members of your target audience who are looking for it, and to those who don’t yet know they need it! Here are 8 important considerations for maximum exposure…
1. Create a proper landing page.
The design of your landing page is very important as you want the viewer to be persuaded to take action – and download your eBook. Do some keyword research to find terms and phrases that will get your page found by your target audience, and optimize your landing page with the right keywords. You’ll want a powerful headline, a great image, brief copy with bullet points highlighting what they’ll learn and, of course, a form.
And speaking of the form, don’t ask for too much information or your prospect is more likely to leave. An email address is all you really need to be able to continue to stay in touch, but consider how much value you’ve provided in your eBook and how many form fields will correlate to that value. If you find your landing page is not converting well, consider doing some a/b testing to see if using a different image, headline or number of form fields makes a difference.
2. Include Calls-to-Action around your website.
A good-looking CTA button can be enough to entice someone to click and learn more. Position these CTAs on pages relevant to the eBook’s subject matter, your top entry pages and other pages on your site where users spend time. Use the same Calls-to-Action in blog posts, email blasts and newsletters.
3. Leverage social media and paid advertising.
Definitely take advantage of Twitter, LinkedIn and/or Facebook to promote your new eBook. Which platforms are primarily used by your target audience? Focus your efforts there. Facebook / LinkedIn ads and sponsored posts are a valuable way to reach those who meet your target demographics. Running a pay-per-click campaign via Google is also a great medium to present your eBook to those who will likely be interested in it, by allowing you to specify relevant keywords. And of course, don’t forget to include social sharing buttons on the landing page to encourage further promotion!
4. Write a blog post.
Blogs are an ideal way to create a following and stay in front of your audience. Publishing a topical post that reaches your current list of subscribers is a great way to promote your eBook! Be sure to include a Call-to-Action at the end of your post (or include a scrolling CTA) in addition to internal links in the text that redirect to your landing page. Encourage social sharing by your readers! You can also pitch ideas on your eBook subject matter to popular and relevant blogs where you can promote your eBook, as well.
5. Send out an email blast.
Draft a compelling email blast or two to your contacts that includes your Call-to-Action (the one corresponding to your landing page) or a link to your blog post. Your current customers and prospects are likely the ideal candidates to show interest in your new eBook. Pay attention to trends in open rates to identify what's working and what's not, and modify your subject line accordingly if you are going to try targeting a broader audience.
6. Distribute a press release, if applicable.
For an eBook on a particularly timely or innovative topic, a press release can draw more attention to your eBook than you typically would gather otherwise. A well-written press release can appeal to bloggers and readers who are interested in the subject matter and may encourage them to promote it, as well. Use powerful quotes as examples of what they will learn from your eBook in your press release – but be careful not to overstate what is actually included in the content.
7. Host a related webinar.
Webinars are a great way to interact with your customers and prospects and learn more about their wants, needs and concerns. Pitch your eBook at the end of your presentation (or simply give it to your audience as a token of your appreciation for their attendance). Not only will participants be more inclined to read your eBook, you’ll be positioning yourself as a subject matter expert in your field.
8. Make use of your email signature.
Sometimes promotion manifests itself in the little things – like an email signature. Provide a link to the landing page for “your company’s latest and greatest eBook!” (or something along those lines). You never know who will see it and click.
Last but certainly not least, it’s also important to consider your design, as the aesthetic will inherently impact how to market your eBook! It may be chock full of great information and insights, but if the design isn’t easy to navigate and pleasing to the eye, no one is going to read it. Consider colors that compliment your logo, graphics that are relevant to the topic, attractive borders and maybe a call-out or two with an important statement to highlight.
Remember, when you finally complete your eBook, your work is definitely not finished. Follow these steps for how to effectively market an eBook and the additional time you put into your promotion plan will be well worth the effort with the exposure and leads you will gain!