Advertising
Advertising

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.

Advertising

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.

Advertising

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.

Advertising

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.”

Advertising

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.

More by this author

market your ebook How to Market Your Ebook and Drive Leads motivation drain How to Dodge Motivation Drain and Keep Making Progress 6 Ways to Make More Money as a Freelancer interview I’ve Had 5 Jobs in 5 Years—Here’s What I Learned Speaking French: What Glocal Business Owners Should Know

Trending in Marketing

1 8 Life-Changing Skills You Can Learn in Less Than 6 Months 2 Tips for Designing Your Plastic Surgery Website for Optimal Marketing 3 SEO Tools Every Business Should Be Using in 2017 4 8 Qualities To Become An Excellent Lawyer 5 5 Simple Ways to Increase Your Walk-In Traffic

Read Next

Advertising
Advertising
Advertising

Last Updated on October 13, 2020

How to Get Promoted When You Feel Stuck in Your Current Position

How to Get Promoted When You Feel Stuck in Your Current Position

Have you been stuck in the same position for too long and don’t really know how to get promoted and advance your career?

Feeling stuck could be caused by a variety of things:

  • Taking a job for the money
  • Staying with an employer that no longer aligns with your values
  • Realizing that you landed yourself in the wrong career
  • Not feeling valued or feeling underutilized
  • Taking a position without a full understanding of the role

There are many other reasons why you may be feeling this way, but let’s focus instead on learning what to do now in order to get unstuck and get promoted

One of the best ways to get promoted is by showing how you add value to your organization. Did you make money, save money, improve a process, or do some other amazing thing? How else might you demonstrate added value?

Let’s dive right in to how to get promoted when you feel stuck in your current position.

1. Be a Mentor

When I supervised students, I used to warm them — tongue in cheek, of course — about getting really good at their job.

“Be careful not to get too good at this, or you’ll never get to do anything else.”

This was my way of pestering them to take on additional challenges or think outside the box, but there is definitely some truth in doing something so well that your manager doesn’t trust anyone else to do it.

Advertising

This can get you stuck.

Jo Miller of Be Leaderly shares this insight on when your boss thinks you’re too valuable in your current job:

“Think back to a time when you really enjoyed your current role…You became known for doing your job so well that you built up some strong ‘personal brand’ equity, and people know you as the go-to-person for this particular job. That’s what we call ‘a good problem to have’: you did a really good job of building a positive perception about your suitability for the role, but you may have done ‘too’ good of a job!”[1]

With this in mind, how do you prove to your employer that you can add value by being promoted?

From Miller’s insight, she talks about building your personal brand and becoming known for doing a particular job well. So how can you link that work with a position or project that will earn you a promotion?

Consider leveraging your strengths and skills.

Let’s say that the project you do so well is hiring and training new entry-level employees. You have to post the job listing, read and review resumes, schedule interviews, make hiring decisions, and create the training schedules. These tasks require skills such as employee relations, onboarding, human resources software, performance management, teamwork, collaboration, customer service, and project management. That’s a serious amount of skills!

Are there any team members who can perform these skills? Try delegating and training some of your staff or colleagues to learn your job. There are a number of reasons why this is a good idea:

Advertising

  1. Cross-training helps in any situation in the event that there’s an extended illness and the main performer of a certain task is out for a while.
  2. As a mentor to a supervisee or colleague, you empower them to increase their job skills.
  3. You are already beginning to demonstrate that added value to your employer by encouraging your team or peers to learn your job and creating team players.

Now that you’ve trained others to do that work for which you have been so valued, you can see about re-requesting that promotion. Explain how you have saved the company money, encouraged employees to increase their skills, or reinvented that project of yours.

2. Work on Your Mindset

Another reason you may feel stuck in a position is explained through this quote:

“If you feel stuck at a job you used to love, it’s normally you—not the job—who needs to change. The position you got hired for is probably the exact same one you have now. But if you start to dread the work routine, you’re going to focus on the negatives.”[2]

In this situation, you should pursue a conversation with your supervisor and share your thoughts and feelings to help you learn how to get promoted. You can probably get some advice on how to rediscover the aspects of that job you enjoyed, and negotiate either some additional duties or a chance to move up.

Don’t express frustration. Express a desire for more.

Present your case and show your boss or supervisor that you want to be challenged, and you want to move up. You want more responsibility in order to continue moving the company forward. Focus on how you can do that with the skills you have and the positive mindset you’ve cultivated.

3. Improve Your Soft Skills

When was the last time you put focus and effort into upping your game with those soft skills? I’m talking about those seemingly intangible things that make you the experienced professional in your specific job skills[3].

Advertising

Use soft skills when learning how to get promoted.

    According to research, improving soft skills can boost productivity and retention 12 percent and deliver a 250 percent return on investment based on higher productivity and retention[4]. Those are only some of the benefits for both you and your employer when you want to learn how to get promoted.

    You can hone these skills and increase your chances of promotion into a leadership role by taking courses or seminars.

    Furthermore, you don’t necessarily need to request funding from your supervisor. There are dozens of online courses being presented by entrepreneurs and authors about these very subjects. Udemy and Creative Live both feature online courses at very reasonable prices. And some come with completion certificates for your portfolio!

    Another way to improve your soft skills is by connecting with an employee at your organization who has a position similar to the one you want.

    Express your desire to move up in the organization, and ask to shadow that person or see if you can sit in on some of their meetings. Offer to take that individual out for coffee and ask what their secret is! Take copious notes, and then immerse yourself in the learning.

    The key here is not to copy your new mentor. Rather, you want to observe, learn, and then adapt according to your strengths.

    4. Develop Your Strategy

    Do you even know specifically why you want to learn how to get promoted? Do you see a future at this company? Do you have a one-year, five-year, or ten-year plan for your career path? How often do you consider your “why” and insure that it aligns with your “what”?

    Sit down and make an old-fashioned pro and con list.

    Advertising

    Write down every positive aspect of your current job and then every negative one. Which list is longer? Are there any themes present?

    Look at your lists and choose the most exciting pros and the most frustrating cons. Do those two pros make the cons worth it? If you can’t answer that question with a “yes,” then getting promoted at your current organization may not be what you really want[5].

    The two most important days in your life are the day you are born and the day you find out why. —Mark Twain

    Here are some questions to ask yourself:

    • Why do you do what you do?
    • What thrills you about your current job role or career?
    • What does a great day look like?
    • What does success look and feel like beyond the paycheck?
    • How do you want to feel about your impact on the world when you retire?

    Define success to get promoted

      These questions would be great to reflect on in a journal or with your supervisor in your next one-on-one meeting. Or, bring it up with one of your work friends over coffee.

      Final Thoughts

      After considering all of these points and doing your best to learn how to get promoted, what you might find is that being stuck is your choice. Then, you can set yourself on the path of moving up where you are, or moving on to something different.

      Because sometimes the real promotion is finding your life’s purpose.

      More Tips on How to Get Promoted

      Featured photo credit: Razvan Chisu via unsplash.com

      Reference

      Read Next