Summary – E-books can be a great content medium to attract customers’ attention. However for this, promoting your e-book correctly using the below approaches is crucial. These approaches are broken down to align with the different stages of sales funnel for better efficacy
Reading Time – 6 min
Who is it for – Content marketing agencies, digital marketing agencies, and e-book publishers
Writing an eBook requires substantial efforts, and motivation, but managing its visibility and making it available to potential readers is a bigger challenge in the overcrowded digital space. Marketers make numerous efforts to make your E-book gets entitled as the next game-changing content piece, but the entire strategy might experience no result because of your carelessness. If your content piece hasn’t been promoted efficiently, then no one will ever see, click, download, or read it.
What Can be Done?
Marketers and advertisers must discover effective ways to help E-Book publishers get ample visibility and publicity amongst their potential readers. If you’re planning to come up with a great eBook promotion strategy, then it is important to ensure that it is tied up to the various stages of the sales funnel and involves multiple teams to make most out of the campaign. A well-versed and detailed E-Book promotion plan must contain the following tasks to help you reach out to best prospects:
Keep Your Focus on Top-of-Funnel Promotion
The top-of-funnel efforts help you make a wide net that can assist in accomplishing your pre-defined goals. It can help you target your audience accurately; hence, it can slice and dice your promotion the most. Since content requirements are different for individuals, you must make a strategy can help you reach masses by referrals, content shares, or even by creating the buzz around. You can follow the mentioned tactics to get most out of your E-Book promotions:
- Publish the first chapter of your E-Book on SlideShare
- Get your content recorded and launch your e-book as an audio book
- Arrange a webinar with the author to add credibility
- Create infographics to attract millennials
- Create X (previously Twitter)cards to make other familiar with your E-Book
- Transform each chapter into a blog post to build up user interest
- Contact your team members and ask them to share it as much as possible
- Publish E-book in multiple sections on your website
- Write an email and phone scripts to reach out to sales or business development professionals
Middle-of-Funnel Promotion is the Next Planned Move
Once you’ve completed the first phase of promotion, it is the time to generate leads through other departments and audiences. In this stage, revenue will get added to your organization by helping existing prospects to move closer to the sale process. Having great content and a strong reach can assist you to get ample sales leads in your database. You can use the following tactics to make most of the profits for your E-Books:
- Use nurture program(s) or drip campaigns to reach out to leads
- Create a detailed content pack to convince existing prospects for making a purchase
- Use multiple ways to promote your E-Books, including posting it on team collaboration platform, linking it to the landing page, sharing it amongst partners and networks, and others
- Create a landing page that offers the eBook as download for your lead capture purpose
Conclude with Bottom-of-Funnel Promotion Activities
The last stage deals with sales taking the lead. As a marketer, you must be driving the entire process to make things possible, but in the last stage, the salesperson is responsible for closing that deal. Using the following techniques can help you get desired results with no additional effort:
- Ask salesperson to leave a printed copy of your eBook as leave-behinds for meetings
- Attach the E-Book to presentation decks for emphasizing the purchase decision
- Use the eBook’s context to develop emails or phone scripts for existing prospect clients
Conclusion
The entire strategy mentioned above can assist in making your eBook visible amongst its potential readers, but the results may vary, depending upon the content quality and marketing methods you select. Hiring experienced content marketing professionals and a team of branding experts can assist in making your greatly written eBooks available to the world.
Frequently Asked Questions
Why is top-of-funnel promotion crucial for eBook visibility?
Top-of-funnel efforts cast a wide net. It helps reach diverse audiences through strategies like SlideShare, webinars, and infographics. This broad approach ensures your eBook gains traction by creating buzz, referrals, and shares, engaging a larger audience.
How can I leverage existing content for middle-of-funnel promotion?
Transform eBook chapters into blog posts, create an audiobook, and utilize webinars. The middle-of-funnel efforts involve nurturing leads with drip campaigns, compelling content packs, and strategic promotions on collaboration platforms and landing pages.
Building a strong connection with existing prospects is crucial for moving them closer to the sale process.
What role does the sales team play in the bottom-of-funnel promotion?
In the final stage, empower the sales team by providing printed copies for meetings, integrating e-books into presentation decks, and using e-book context in emails or phone scripts.
This collaborative effort ensures a streamlined transition from marketing efforts to successful sales, closing the deal effectively.
How can I ensure my E-Book gains credibility during promotion?
Enhance credibility by arranging webinars with the author, involving team members for shares, and leaving printed copies with sales teams. These efforts add authenticity and trust to your E-Book promotion.
What role do branding experts play in promoting eBooks?
Experienced marketing professionals and branding experts can elevate your eBook’s visibility. Their insights and strategies ensure that not only is your content well-crafted but also that it resonates effectively with your target audience. They help increase the likelihood of widespread recognition and success.
