10 surefire tips to promote your ebook and win over the public! – WAU
The ebook is one of the most used tactics in a content marketing strategy. According to the Content Trends 2017 survey, this format is preferred by companies to use in the middle of a funnel (48.5%) and is also the richest material most used (34.5%). The numbers are striking because creating an ebook gives […]
The ebook is one of the most used tactics in a content marketing strategy.
According to the Content Trends 2017 survey, this format is preferred by companies to use in the middle of a funnel (48.5%) and is also the richest material most used (34.5%).
The numbers are striking because creating an ebook takes a little work.
You have to define the theme, write the text, diagram the content, take care of the design and prepare the launch of the material.
However, the efforts do not stop there!
Do you happen to know how to promote an ebook?
There is no point in producing an excellent ebook if it is not disseminated in the best way, right?
This material must play an important role in a marketing strategy.
It can be used to generate and qualify leads, educate your market, increase brand reputation, among other goals.
With that in mind, we’ve selected the top 10 ways to promote your ebooks. Stay with us!
1. Create blog posts talking about the topic of the ebook
If your company has a blog, don’t hesitate to use it to promote your ebook. After all, it is a brand-specific channel with complete freedom of publication.
You can use the blog to promote an ebook by creating thematic posts.
Here, it is legal to develop an article that talks about the subject of the material in question, something that brings an appetizer to the audience.
You can bring some ideas exposed in the ebook, show images of the content, talk about its importance or what else arouses curiosity and interest in readers.
The great advantage of creating articles on the ebook lies in the naturalness of using your own channel for this.
What’s more, in a post, you have more space than landing pages to convince visitors to download the content.
The disadvantage may be precisely in the disclosure text. If it does not create expectations and interest in the public, surely the downloads will be lower.
2. Write CTAs in other posts
In addition to creating a thematic post, another way of dissemination is by writing CTAs that take visitors to the landing page of the ebook
These calls must be inserted in other posts on your blog. If there are already other articles that talk about the same topic as the ebook, put a CTA for disclosure in them; if you are going to produce similar content, do the same thing.
The important thing is that this connection between the content of the post and the link to the conversion page of the ebook is natural.
Readers need to see that invitation as something that will complement the knowledge acquired at first reading.
The advantages are in increasing the ebook’s dissemination points and attracting more interested ones over time.
On the other hand, there is only a disadvantage if the CTA is introduced in posts that do not have much to do with the material. In that case, you would run the risk of attracting unqualified traffic, which would greatly decrease your conversion rates.
3. Use side banners and pop-ups
On many blogs, the sidebar is used to place subscription boxes in a newsletter and expose the most popular posts, isn’t it?
In that case, how about take advantage of this space to place a promotional banner for ebooks?
You can produce a flashy headline and insert a button that takes interested visitors to the conversion page.
Another option with even more expensive advertising is pop-ups.
It may not seem like it, but the boxes that appear unexpectedly when opening, in the middle of navigation or when closing the page can work well.
To be successful with pop-ups, the ideal is to advertise on pages that address issues similar to the ebook.
In addition, it is recommended to disseminate more basic ebooks that require the exchange of one or, at most, two information from visitors.
The idea is to make the public access the material after clicking on the pop-up CTA. Like this, people can skip steps to consume the ebook.
And one of the advantages of pop-ups is precisely this: getting people to download ebooks without having to go to landing pages.
The disadvantage is that this format of disclosure can irritate part of the public.
4. Make organic posts on social networks
We left the blog and now we go to another essential medium for the promotion of ebooks: social networks.
In them, you should take advantage of all or almost all company profiles to share the ebook’s landing page.
A Facebook post, some tweets, a link in the bio or Instagram Stories (since the links are not clickable in the posts), a video talking about the ebook on YouTube, in short, there are ways to promote this rich material.
A good tip for making this disclosure is assemble a publication calendar according to the best days and times, that is, with the periods in which the public is most engaged.
The advantages are: increase the reach of your ebook and have the possibility for followers to share spontaneously (viralization, word of mouth).
The disadvantage, on the other hand, is the limit of organic reach on social networks, especially on Facebook.
5. Advertise on social media
If organic reach can get in the way, this can be solved with sponsored posts.
Not much is said about investing in ads in a content marketing strategy, but it is necessary at times.
The ebook usually has a mission to accomplish, so it may need a little push for results to appear.
Therefore, it is worth leaving some money to promote your ebook on Facebook, Instagram, Twitter and other platforms.
At such times, tools like Facebook Ads will be your partners.
It has different types of ads, different goals, more advanced features (like A / B tests) and even allows the dissemination not only on Facebook, but also on Instagram.
But the coolest thing about Facebook Ads is its ability to target.
You can target your ads from demographics, personal interest and shopping information, and even a predetermined email list.
The advantages, obviously, are in expanding the exposure of the ebook and increasing the conversion rate on the landing page.
On the other hand, if the segmentation is not done well, this investment can be expensive and ineffective.
6. Promote the ebook on Google Adwords
In addition to social media, it may also be worth paying for the ebook’s landing page to appear at the top of Google searches.
For that, it will be necessary to use Google Adwords.
There, you can buy a set of keywords related to your ebook, segment your target audience (location, language, gender, etc.) and create an ad that promotes the material.
This tactic is interesting if you have a guarantee that part of the leads generated or qualified by the ebook will buy in the future.
Only then will this investment have some return. Otherwise, it will be more of a cost and may not be as rewarding.
We say this because you would be paying for clicks or CPM for an audience that will be at the top or in the middle of the funnel.
They do not bring a direct return. Their contribution is indirect and dependent on other actions to convert into sales.
In that case, would the investment in Facebook Ads also stop being worthwhile? No.
Social media ads are different because they don’t just focus on conversion, there are the benefits of brand awareness and social engagement, for example.
7. Send the material by email marketing
If you already have an email list, it’s nice to take this opportunity to promote your ebooks.
Unlike other means of dissemination, email is more personal and direct.
In addition, if you created your list organically, the contacts on it already have some interest in your content or offers.
This makes things a lot easier. After all, there is already a predisposition of those people to know what you have to offer them.
However, it is not enough to send the ebook anyway and to any contact.
First, you should think about the target audience of the material: would everyone on the list like to receive this ebook?
Are they all in the same stage of the sales funnel? Who do I want to convert with this material?
Second, you need to think of an attractive campaign to promote the ebook. This involves choosing the day and time of submission, creating an attractive title, writing the text to arouse public interest, the design and positioning of the CTA, etc.
These details are basic, but if taken care of with care, your results with email marketing can be surprising.
8. Make guest posts
Returning to the blogging environment, an interesting alternative to promote your ebooks is to write as a guest on other pages.
The good old guest post is one of the main practices of link building, which is the job of getting external links that redirect to your website and, consequently, increase your audience and your ranking in search engines.
However, the bigger goal here is to get the public from other sites and blogs to download the material disclosed.
For that, the method is simple.
Just find a partner who is willing to give a space on your page for you to publish an article and insert a CTA for the ebook’s landing page somewhere in the post.
This type of promotion only has disadvantages if you close an agreement with a website or blog with an audience that is not compatible with that of your company, that has an audience that is too low or that the thematic universe is very different from yours.
Other than that, your ebook gains more organic reach and conversions.
9. Ask interested audiences to spread the ebook
Do you know those followers and customers most enthusiastic about your company or those websites and profiles that can benefit from promoting your materials?
So, these audiences are part of a kind of conquered media.
You do not have absolute control over them, but you can take advantage of their contribution.
For example, if you just launched an ebook that talks about “the benefits of cards controlled by apps”, it is interesting to talk about this material with economists, specialized blogs and digital influencers.
You can ask for a post, a share or even a simple retweet.
The important thing is to add a relevant audience and validate the quality of the ebook with the approval of those who know the subject or have a lot of influence on the internet..
As in the guest post, the only disadvantage is getting partnerships with profiles that are not interesting for your business.
10. Join forums and discussion groups
Sending links in posts, comments and responses from discussion groups is a practice that is often seen by many as spam.
However, spam is only configured if the same link is exposed at all times and without any context.
Inserting a link to your ebook’s landing page is something that should be done naturally.
For example, if you want to post the release of the material on a forum, make a short presentation and show how that community can benefit.
If you want to publicize the ebook in the comments, do it when the topic of the material helps answer the question or contribute to the debate raised in the post. What cannot be forced!
But where can this disclosure be made? There are several thematic groups on Facebook, Google + and LinkedIn that may have to do with your area of expertise.
What do these methods have in common?
The promotion of an ebook can be through its own channels, through sponsored means and through acquired media.
Whatever the mode, we see one thing in common: the need for context in the dissemination of material.
In none of the methods can it be released loosely.
It is necessary to have an alignment with the theme of the post, with the functioning of each social network, with the audience of each ad and with the profile of each promotional partner.
In all of them, the dissemination of the ebook must be seen as something natural. That way, they are more likely to attract more visitors and generate more conversions.
Knowing how to spread ebook is really cool. However, you will need a good landing page to gain and qualify leads and capture information from the audience interested in the material.
Therefore, it is very worthwhile to understand how these conversion pages work.
For this, check out our post: Landing pages: a guide to generate pages that convert.