At this point in your business, you are probably generating a lot of top-quality content. With a little luck and a lot of skill, a large number of people are reading your content and interacting with you because of it. So, what is your next step? Well, if your content is working effectively, your next step is to create another extremely effective tool and to promote it effectively. It is time to write an eBook.
Once you have written your eBook, you need to promote it effectively
The first thing that you need to ponder is exactly what you hope to get out of an eBook if you write it. You should not think of your eBook as a way to get rich. You should consider it a tool that will help you to make a lot of good progress in your business. Of course, your eBook is like building a fancy casino in the Nevada desert. If you don’t tell anyone about your casino, you won’t get any visitors. You can connect that analogy to your eBook. If you don’t promote it, nobody will be aware of its existence and nobody will read what you have written.
Your eBook should be a part of your content marketing strategy. In fact, it is very important for you to understand that it is a significant part of your strategy. The truth is that if you want to really promote your eBook effectively, you need to go about it in a certain methodical, strategic manner, which will yield the results that you are looking for. If you promote your eBook properly, there will be a number of people involved. Your approach to promoting your eBook should be organized and collaborative. After all, you want to attract the “cream of the crop.”
- Casting the widest net: Your first step is to cast the widest net possible. That means that you are going for quantity over quality. It is important for you to understand here that choosing quantity over quality will not serve you well all of the time. In fact, it won’t serve you well most of the time. However, when you are at the beginning of your eBook promotion process, it may prove to be a very effective approach for your business. When you are at the beginning of the eBook promotion process, as you are at this stage, you may wish to jump in and hone your process to ensure that it is the best strategy for you and for your business. In fact, it is most sensible to hone as much as possible at this stage. If you try to revise your strategy heavily later on, it will be more complicated. This is the point at which you need to create the most buzz about your eBook. It is essential that you consider your eBook a powerful call-to-action (CTA) because that is exactly what it is.
- Ways to ensure that your eBook is a CTA: There are ways to make sure that your eBook acts as a CTA to gain more attention and more readership, such as posting the beginning of the eBook on SlideShare; having someone read a portion of the book out loud; building a webinar around the eBook (including influencers, brand information, etc); putting some of your eBook information on Instagram; breaking down your eBook into chapters, which you can post as individual blogs; asking your influencers to tell their friends and colleagues about your eBook; asking other business owners to invite you to write a guest blog post on your eBook’s topic; creating buzz through Email blasts; and giving away some sort of promotional material (for example, a postcard) about your eBook.
- The next phase is one in which you cast a narrower net: The second stage is different from the first stage. The one thing that you definitely shouldn’t do is have it in your head that your work is done. That could not be further from the truth. You still have plenty of work to do. In fact, in some ways, this is a much more difficult part of the process than the first part. At this point, you are looking for leads (whom you can eventually convert to customers). You may be wondering how you can use your eBook to make that happen. You can incorporate your eBook into all of your marketing materials, create a combination of your best content to offer to your prospects, post a link to your landing page, post a link that leads directly to your eBook, and post your book in a repository that your readers can access. You should also feel comfortable asking other people to create buzz about your eBook and use it as a prize (a great incentive) for contests that you run.
- Now, you are at the last phase: This phase is in which you will sell your products and/or services. This is where you close the deal. You can include your eBook in your initial promotional materials, offer it to prospects who you feel may be on the fence, and print your eBook and leave it with prospects (there are still many people who prefer a hardcopy book to an electronic one.
The tips that have been offered here are all potentially effective; however, you are the only person who truly understands exactly what your business needs. If you choose to use a portion of the tips, the chances are very good that they will work. You just need to figure out which ones will work most effectively for you. Your eBook is a tool that can help boost your reputation and credibility and it can position you as a subject matter expert. Along those lines, you should seriously consider getting book reviews up front. They are essential to your success and you should not be afraid to ask for what you need.