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How to Market Your Ebook and Drive Leads

How to Market Your Ebook and Drive Leads

With the rise of digital content, marketers have been forced to adapt in order to continue to reach consumers. Because of increased content saturation, it’s no longer beneficial for your business to keep running mediocre campaigns or write shallow blog posts that offer little to the consumer.

While there are many ways to take your content to the next level – including infographics and podcasts – the way that provides the most value to potential customers, or clients, is through the use of eBooks.

In a time when people do extensive research before making a purchase – 81 percent of consumers research online before buying, according to a 2014 retail study – an information-filled eBook puts them at ease and allows your authority and knowledge to shine through. In the end, you have the opportunity to drive high-quality leads while building trust, loyalty, and brand-recognition.

If you haven’t attempted to write and market your eBook yet, this is the guide for you.

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First, Ask Yourself: What Value Does an eBook Provide?

An eBook is an electronic version of a book, designed specifically for you to download and read on a digital device—computer, mobile phone or iPad. eBooks for businesses are a unique marketing tool because they exist to deliver expertise and often entertainment to your target audience.

Because they are the opposite of a hard sell, they’re often not viewed as a direct marketing tactic by consumers, making them more effective at cultivating leads. The best part is, they’re effectiveness is easy to track.

According to the Content Marketing Institute, eBooks are easily quantifiable because eBooks containing links make it easy for businesses to track their success and ROI for marketing efforts.

Lead-Driving Tip: Use Google Analytics, or whichever tracking tool you prefer, to tag each link and then track which ones drive the most clicks. Use this information to create a new eBook that’s better optimized down the road.

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How Do You Write an eBook?

Before drafting an eBook, it’s important to consider the topic and the audience you’re writing for. Work to solve a problem or answer a question that your audience might have about your industry. For example: how to work out on the go, how to stay healthy during the holidays, and quick home workouts would all be great topics for fitness professionals.

Keep these other ideas in mind as you determine a topic and write the content:

  • The topic has to be something you’re very familiar with and can offer valuable knowledge on.
  • While it should be related to you and your industry, it should not solely be written about your product or the services you offer.
  • Sprinkle links to your website and call-to-actions (CTAs) throughout the book. Be sure to include a CTA at the end as well. While you don’t want to be outright sales-y, you do want to remind readers that you sell a product or provide a service that they want.
  • Don’t forget to brand the eBook as well with your logo, color scheme, images, and even font. The more connected it is to your brand, the more effective it will be at driving leads.

Lead-Driving Tip: Put a small version of your logo on every page, along with a page number. This subtle messaging can go a long way in reminding readers of your potential value to them, as they’ll connect what they’re learning to your brand.

Market & Promote to Generate Leads

After you’ve done the work and published your eBook, you have to drive traffic to it in order to generate leads. The best practices to market your eBook involve a multi-channel approach. However, don’t start funneling money toward traffic just yet.

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Keep these tips in mind as you prepare for marketing:

  • Build an attractive landing page where the eBook and sign-up form will live. If you don’t have a separate landing page, you’re limiting the promotional possibilities.
  • The medium and design of your promotional methods will vary—Facebook post, versus blog article, versus Tweet—but the foundation of information will come directly from your eBook.
  • Test the download form as you go, by asking for different pieces of information. For example, people may not be interested in providing their name, email, phone number, and address to download your eBook (in which case you’d see a low number of downloads), but they may be willing to provide their name and email (in which case you may see a spike in downloads). This will allow you to determine friction-points to optimize your efforts.

If you want to choose just one marketing method, consider Facebook ads. The targeting options are extensive, allowing you to serve ads to people who are almost guaranteed to be interested in your eBook topic.

Lead-Driving Tip: Test all promotional funnels for one month and then narrow it down to just one or two outlets where you found the greatest concentration of high-quality leads coming through. This will ideally allow you be effective with less money.

Email Marketing is Essential

While you do want to reach new customers with your eBook, don’t forget about trying to reach your existing customers with email marketing. “We developed a very successful email marketing campaign that consisted of convenient snippets from the book to current customers,” explains Paul Moore, author of The Definitive Guide to Smith Mountain Lake Real Estate. “Our audience views us as the experts and we’ve seen a very tangible response from our eBook.”

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These eBooks can help to strengthen your relationship with existing clients and work to build that brand loyalty so that the next time they are ready to purchase—you’ll come to mind. After spending time and money on creating a great eBook, it’s smart to get as much mileage from it as you can, and this is a great way to do that.

Lead-Driving Tip: Segment previous buyers to determine who would benefit the most from various parts of the eBook. Consider re-purposing these into blog posts or informative emails that you can then send to those specific clients.

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Published on January 7, 2021

How To Train Yourself When You Lack Attention To Details

How To Train Yourself When You Lack Attention To Details

Some people see the trees for the forest, and some see only the forest, meaning they lack strong attention to detail. But even if you’re one of the people who take a macro rather than a micro view, true professionalism requires balancing both.

If focusing on the fine points is not your forte, you will benefit from training yourself to pay attention to details. You will profit by saving yourself time, effort, money, and credibility.

Why Training Yourself in Attention to Details Pays Off

You add value to your organization when you make the effort to ensure that you performed your work thoroughly and effectively. This is why job postings often list “attention to details” among the required skills.

When you present your supervisor or client with well-completed, high-quality work the first time, it maximizes your value and minimizes wasted time. Detail-oriented people are also more adept at catching mistakes that could lead to costly blunders.

Moreover, attention to detail is an indicator of possessing other in-demand employee qualities, such as organization, thoroughness, and focus. In some professions, such as accounting, engineering, medical research, and more, you can only excel if you have trained yourself to pay attention to details.

In other professions, possessing strong attention to detail is the very quality that will get you promoted to a position where you will be asked to consider the big picture.

Finally, if you are the “go-to” details person, everyone else on the team can relax a bit. They know the project is in good hands and will likely throw you more projects as a reward. This will ultimately lead to your advancement.

3 Important Aspects of Becoming More Detail-Oriented

Here are the 3 important things you need to learn if you want to remedy your lack of attention to detail:

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  1. Respect deadlines
  2. Understand the work-flow plan
  3. Build in time to mess up

1. Respect Deadlines

Deadlines lend all projects a finish line. One smart idea is to take the given deadline and work backward from it, calculating when your piece of the project is due. Then, if you stick to the proscribed schedule for completing the mini-projects that you have, you will never miss a deadline.

One important note on this: It is smarter to stick to the deadline and turn in work that merits a “B+” than to blow the deadline with “A” work. Chances are, through revision and suggested changes from others on the team, you can bring up your B+ work to an A later. But if you disregard deadlines, you will lose the respect of your boss and fellow teammates.

2. Understand the Work-Flow Plan

Your team is developing work in conjunction with other teams who have projects and deadlines of their own. When you grasp the whole work-flow plan, you may be able to either add insight to the greater project or to your own smaller piece of it that others at the firm will consider valuable.

3. Build in Time to Mess Up

You can expect that “what can go wrong will go wrong.” Don’t overpromise on deadlines. Something likely will mess up, but when it does if you built in the time to fix it, those around you won’t freak out.

Chances are, you already give your attention to several details. Take heart. You can do this! You can overcome your lack of attention to detail and become more detail-oriented.

For starters, consider this: Most people take the time and put in extra effort into the activities or undertakings that matter to them most. Training yourself to become more detail-oriented can mean adopting a similar pattern of behavior.

Apply the same attention you give to your appearance. Are you a meticulous dresser? Do you pay attention to how you pair patterns and colors, and how you accessorize a particular outfit?

This is the same system to use when you lack attention to detail with your work. Give every item careful consideration so that each one contributes to the perfectly pieced-together whole.

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Assemble the ingredients the way you do when you cook. Cooking and baking from scratch require close attention to details as you measure and add each ingredient in sequence, and you time everything so that the meal comes together at the same time.

Similarly, your work product requires you to gauge whether all the ingredients have been added and that your final product is delivered on time.

Organize your business network like you do your social contacts. If you follow a broad base of friends and acquaintances on social media, you can apply similar skills to stay up-to-date on details associated with business acquaintances.

When you meet somebody who could be influential to your career or a resource for improving your skills, follow that person on social media. Respond to their posts to keep the lines of communication flowing.

12 Tips to Help You if You Lack Attention to Detail

Teaching yourself to take note of important details involves sharpening your perceptions and thinking ahead. The following tips will help you adopt these practices. Master these habits when training yourself to become detail-oriented.

1. Learn to Listen Well

You will pick up relevant information and needed nuance when you apply the skills of active listening. In conversations, train yourself to make eye contact, give your undivided attention to the speaker, and ask pertinent follow-up questions.

Training yourself to pay better attention to details in conversations includes learning to fully concentrate on what others have to say. If you find it hard, there’s no harm in taking notes on what they say.

2. Pay Attention to Social Cues

Make a point of noticing body language and facial expressions that provide insights into how others perceive a situation. Social cues offer details that give you an understanding of how words and actions impact others. The infamous character Michael Scott of the television show “The Office” epitomizes the consequences of not paying attention to others’ body language.[1]

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3. Follow Rules

Rules and protocols usually come about from lessons learned and are put in place to avoid further mishaps—whether from a safety or efficiency standpoint. If you’re given step-by-step procedures to follow, check them off as you go. Also, return to the rules at the project’s end just to make sure you adhered to them all.

4. Take Notes

Note-taking is a way to boost your retention and gives you something to refer back to when you need to keep track of pertinent details. You will also heighten your focus as you listen for relevant information. Review your notes shortly after the meeting or conversation and highlight the content that you intend to apply.

5. Prioritize What Needs Your Attention Now

When you have a full slate of work that demands your attention, take a few moments to sort assignments from most to least urgent. Keep a calendar, spreadsheet, or project planning software up-to-date with schedules and deadlines to help you stay organized.

As you tackle each urgent assignment, give it your full attention so no details are missed. Give yourself ample time—especially if you tend to be someone who waits until the last minute—as rushing can make you overlook important details.

6. Have a Detail-Oriented Assistant Check Your Work

If you lack attention to detail, then it makes sense to seek help from someone detail-oriented. If you have this option, take advantage of it. Two sets of eyes are better than one. Just be sure to credit your assistant for their help once the project is completed.

7. Learn the Rules of Writing Well

English is a difficult language, and grammar, punctuation, and spelling can all sabotage you unless you pay attention to detail. When in doubt, look it up. Free to use website services such as Grammarly can help.

8. Proofread Before You Hit Send

Nothing is perfect in its first draft. If you lack attention to detail, then put in the extra effort before submitting things. Before you send off any written work, check carefully not only for misspellings and incomplete sentences but also for improper tone, inappropriate colloquialisms, and inconsistent formatting. When your written communications are error-free, they will have their intended impact.

9. Minimize Distractions

It is impossible to stay focused when colleagues carry on conversations nearby or your mobile notifications ding you throughout the day. Do your best to limit distractions.

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If you are working where there is a lot of noise or side activity, try wearing noise-canceling headphones or seeking out a quiet corner. Disable your notifications when you need to focus, and resolve to only check them after you have completed your assignment.

10. Take Breaks

It may sound counter-intuitive to stop and take a walk, but it’s necessary. Walk away from the screen. Moving from one task to the next across the span of your workday is a recipe for brain fatigue. Give your brain a recess time when you come to a natural stopping place or after you complete one project and before you start the next. These short pauses are necessary for sorting through all the details needed for coming up with successful solutions.

11. Make Time for Reflection

At the end of a workday, take a few minutes to go over the day’s events in your mind. What was said or relayed in conversations? What is the status of the projects you worked on? What else occurred that you should pay attention to? Could there have been any details you might have missed that you should address tomorrow?

12. Keep a Detailed To-Do List

This simple organizational tool is your best ally for getting your work done on time and for paying attention to the details. If you are pressed for time (and who isn’t?), write your list to coordinate with dayparts.

Allot a certain number of hours to complete each task, do it, and then check it off. Nothing feels more rewarding than completing all the tasks on your list. But if you can’t finish them, then carry them over to the following day.

Final Thoughts

Details may seem small, but they can become a lot larger when they are overlooked. If you know you lack attention to detail, commit to training yourself to embrace the many facets that can help you consistently excel in the tasks you set out to accomplish.

When you begin to catch your mistakes in advance or apply the tidbits of information you gathered from paying close attention, you will know that you have trained yourself in the fundamentals of becoming detail-oriented. After that, you should start hearing the phrase “Great job!” more often.

More Tips on Boosting Your Attention to Detail

Featured photo credit: Cristina Gottardi via unsplash.com

Reference

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