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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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Last Updated on June 13, 2019

15 Best Entrepreneurs Books to Start Reading Now to Be Successful

15 Best Entrepreneurs Books to Start Reading Now to Be Successful

Knowledge is power, and you’re going to need a lot of it if you’re going to be able to steer your business to success.

Without further ado, let’s take a look at the 15 best entrepreneurs books to get inspirations about success and grow your business.

1. Think and Grow Rich by Napoleon Hill

    This book has been dubbed the Granddaddy of All Motivational Literature, and it was actually the first book that gave a prescription of what it takes to be a winner.

    Napoleon Hill draws from the stories of millionaires like Henry Ford, Andrew Carnegie, and Thomas Edison to illustrate the principles he put forth.

    Get the book here!

    2. The Lean Startup by Eric Reis

      A lot of startups end up failing, but many of these failures are actually avoidable. The Lean Startup provides a different approach that is now being adopted all over the world and changing the way that companies are developed and products are being launched.

      In The Lean Startup, Eric Reis describes what is required for a company to penetrate the fog of uncertainty in order to discover a path to a sustainable and successful business.

      Get the book here!

      3. The E-Myth Revisited by Michael E. Gerber

        In a revised edition of the 150,000-copy bestseller, The E-Myth, Michael Gerber refutes some of the myths that surround starting your own business and shows just how commonplace assumptions can end up getting in the way of being able to run a successful business.

        Gerber succeeds in walking the reader through the steps that occur in the life of a business, from infancy, through the pains of growing as an adolescent, to the perspective of the mature entrepreneur.

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        Get the book here!

        4. Rework by Jason Fried

          Most of the business books that you get today will give you the same advice: draft a business plan, study the competition, look for investors, and all that.

          However, Rework shows you a more effective, easier and faster means of succeeding when running a business. By reading it, you’ll be able to know why some plans are harmful, why you don’t really need to get investors, and why you’re better of shutting out your competition.

          Get the book here!

          5. How to Win Friends and Influence People by Dale Carnegie

            This is one of the most successful motivational books in history, selling well over 15 million copies since it was released in 1936. The book is timeless, and it appeals to businesses, self-help startups, and general readers.

            Carnegie believes that a lot of successes come from an ability to communicate rather than having brilliant insights. In his book, he teaches how to value others and make them feel appreciated and loved.

            Get the book here!

            6. Outliers: The Story of Success by Malcolm Gladwell

              Through this amazing book, Malcolm Gladwell is able to take the reader on an intellectual journey through the world of ‘outliers’. He asks the question of what truly differentiates high-achievers.

              His answer to this question is that we tend to pay too much attention to what successful people are like, and less attention to where they are actually from.

              Get the book here!

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              7. Rich Dad, Poor Dad by Robert T. Kiyosaki

                This is the best personal finance book ever written. It tells the story of Kiyosaki and his two fathers; his real father, and that of his best friend (his rich dad), as well as how the two men helped him shape his opinions on money and investing.

                It refutes the myth that you need to earn high to become rich, and it distinguishes between working for money and having money work for you.

                Get the book here!

                8. The Ascent of Money: The Financial History of the World by Niall Ferguson

                  Niall Ferguson, in this book, follows the money to tell the story behind the evolution of the word’s financial system, from the beginning way back in ancient Mesopotamia to the latest occurrences in what he had dubbed Planet Finance.

                  Fergusson also reveals financial history as the backstory behind our very own history, with an argument that the evolution of debt and credit is as significant as the history of technological innovation and the rise of civilization.

                  Get the book here!

                  9. Liar’s Poker by Michael Lewis

                    Michael Lewis landed a job at Salomon Brothers after getting out of the London School of Economics and Princeton within three years, he had risen to the rank of bond salesman, making millions for the firm and cashing out steadily.

                    Liar’s Poker is the amalgamation of these years — a look behind the scenes at one of the most turbulent times in American business. His book is Lewis’s account of an era where greed and gluttony were the order of the day.

                    Get the book here!

                    10. Drive: The Surprising Truth about What Motivates Us by Michael H. Pink

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                      A lot of people see money as the best motivator. Michael pink says it’s a mistake.

                      In this provocative book, he asserts that the secret to high performance anywhere is the need to direct our lives, to learn and create, and to do better by our world and ourselves.

                      Get the book here!

                      11. Getting Things Done: The Art of Stress-Free Productivity by David Allen

                        Outdated methods don’t work in today’s world. In this book, Allen shares some awesome methods for stress-free performance that he has shared with thousands of people all over the world.

                        His premise? That productivity is proportional to your ability to relax.

                        Get the book here!

                        12. The 7 Habits of Highly Effective People by Stephen R. Covey

                          In this book, Stephen Covey presents a holistic approach for overcoming both professional and personal issues. With insights and anecdotes, Covey presents a way to live with integrity fairness, service and dignity.

                          Get the book here!

                          13. The 4-Hour Workweek: Escape the 9-5, Live Anywhere, and Join the New Rich by Tim Ferriss

                            In this book, Ferriss dishes on the tips he has learned from studying the New Rich, a subculture of people who did away with the deferred life plan and mastered time and mobility to developed luxury lifestyles for themselves.

                            If you’re looking to make your way in this revolutionary new world, this here is your compass.

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                            Get the book here!

                            14. Delivering Happiness: A Path to Profits, Passion, and Purpose by Tony Hsieh

                              The CEO of Zappos shows how a unique kind of corporate identity can help deliver a huge difference in the way results are being achieved — by creating a company that values and delivers happiness.

                              Get the book here!

                              15. Losing My Virginity: How I Survived, Had Fun, and Made a Fortune Doing Business My Way by Richard Branson

                                From Virgin Atlantic Airways, Virgin Records and V2 to Virgin Cola, Virgin Megastores and a wide array of other companies, Richard Branson is the rockstar billionaire that a lot of us want to be.

                                Branson, however, did business by following a simple philosophy:

                                “Oh, screw it, let’s do it”

                                Losing My Virginity is an unusual, borderline outrageous autobiography of one of the greatest business geniuses in the world. Branson and his friends named their business “Virgin” because that was what they were — virgins at the game.

                                Since then, he’s written his success rules, creating a global business that has no headquarters, no management structure no corporate identity as it were.

                                Get the book here!

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                                Featured photo credit: rawpixel via unsplash.com

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