Chances are, if you’re a business owner navigating the landscape of digital marketing, you’ll have heard of an eBook. You might have even read one. In recent years, they’ve become an incredibly popular marketing tool, especially for small-to-medium-sized businesses looking to reach their audience without spending exorbitant amounts of money.
So, what is an eBook? How do you write one? And most importantly, how do you use it to generate leads for your business? Read on to find out.
Funnily enough, an eBook is precisely what you think it is – it’s a digital book. You don’t get a hardcover turning up at your home address – you get a PDF (or similar format) dropping into your email inbox. They can be digital copies of something converted from existing print, or they can be content that’s been specifically created for lead generation.
We all love value – we like getting something we want for minimal trade-off. Think about the last trip you had to the supermarket. Did you see people handing out free samples? Did membership cardholders get certain items discounted? Tactics like these provide value for customers in exchange for a small investment of either time or interest.
When you provide your potential customers with an item of value in exchange for a small piece of information (their email addresses), they feel like they’ve got a good deal. And they will have – if you’re providing quality content. So how do you make sure you do that?
Tips for Writing Amazing eBooks
Write for Your Audience
Don’t make the classic mistake of writing something you’d be interested in reading – think about your desired outcome and who your intended audience is. Are you writing it for people who already know about your industry or people who have no idea but are keen to learn more? Who are these people, and what information do they want? Don’t forget to think about where they are in your sales funnel so that you can tailor the content to them – it will give you a better chance of converting them into a lead.
Keep It Concise, Clear, and Consistent
Writing eBooks isn’t easy. If writing is not your forte, you might want to enlist the help of a professional to save yourself grey hairs and unnecessary frustration. eBooks tend to be between 2,000-3,000 words depending on what they’re about, and they have to be concise. There is no value in beefing up the word count with pointless fluff – your teachers didn’t fall for it in school, and your audience will see straight through it.
Focus on making your points as clear as they can be. You’ll find it much easier if you map out the structure of the ebook beforehand – it will seem much less daunting and can help you stay away from repeating yourself.
Make Sure You Have a Strong Call to Action
Any form of marketing needs a strong CTA, and your eBook is no exception. So, make sure your eBook wraps up with a brief explanation of your company, your experience, and why you’re the perfect expert on whatever subject you’re writing about.
Of course, this will be backed up by high-quality content in your eBook so the reader knows they can trust what you’re saying. It’s always a good idea to include your contact information on the final page, and remember that eBooks can contain clickable links, so capitalise on that!
And don’t forget to end with a request for them to get in touch with you and an easy link back to your contact details or wherever you want them to go after they finish your book. For extra awareness, try to include this information in the design of the final page to give readers every opportunity to get in touch with you.
Get Your Landing Page Right
You’ve spent all this time hunched over a computer, hammering away, making sure that your shiny new eBook is the best it can be. But, it’s no good if people don’t see it! Our advice is to create a specific landing page for the eBook. Use this space to explain what your eBook is about and make it easy for your audience to download it.
This is the showbiz part. Sort of. This is the bit where you use every channel you possibly can to promote your eBook to your audience! Twitter? Yes! Instagram? Yes! Email? Yes! Paid adverts? Yes! Carrier pigeons with QR codes? Possibly not – but give it a try and let us know how it works out!
Remember, people won’t find your eBook without your help, so you need to facilitate that!