Writers don’t always make good salespeople. In fact, they are often lousy at telling the world how great their writing is, and why people should purchase their work. This applies just as much to the world of eBooks as great literature.
So how can eBook writers maximize their sales?
Marketing eBooks is a tricky process, but the good news is there are plenty of tools you can use to turn your obscure gem into an eBook read across the world.
Here are some of the key elements of a successful eBook marketing strategy.
Tell Your Story With A SlideShare Presentation
Creating a SlideShare presentation is a great way to introduce potential readers to who you are and what you have to say. It’s also an easy way to create a professional image, being widely seen as a high authority site, with an engaged, educated visitor base.
Attracting up to 70 million visitors per month, it’s a market that all eBook entrepreneurs need to tap.
When you create your SlideShare presentation, the best way to structure it is by following a narrative progression. Start by framing the problem that your book sets out to solve. Now, explain some of the content, using attractive, clear quotes that get your core message across.
Finally, provide an idea of the solutions you propose. Make it clear to readers that your book delivers useful information (or a pay-off in other ways).
Always remember to embed links to your social media and landing page as well, so that readers can easily order your eBook after viewing the presentation.
Create A Professional Audio Recording
Another way to add value to your eBook marketing efforts is by commissioning an actor to read sections of your work. This could be converted into a podcast that can be added to your social media pages, or embedded in your email newsletters.
Either way, it helps to provide a flavor of what your book has to offer, and it’s always a good idea to seek out the right actor for the job.
You need someone with a clear, relatable tone of voice, who knows how to make specialized subjects engaging, so take some time to find the right match for your book’s content.
Gather Together Potential Customers With A Webinar
EBook authors can also create webinars to promote their works, and they can be a really effective tool when used correctly. The idea is to invite as many interested people as possible at a pre-determined time, before giving a short talk and fielding questions about your book.
The best way to organize a webinar is probably via Google Hangouts on Air. This connects conventional Gmail accounts to YouTube, enabling you to use your contacts list to invite selected individuals to a live video broadcast.
If you are new to webinars, be sure to test a few approaches before you go live. You don’t want to dive straight into live broadcasting without an idea of what you have to say and the questions you will be asked.
Twitter Can Be A Goldmine For eBook Publishers
If you are promoting an eBook, the chances are you have a thriving Twitter following. Without a community of followers, it’s hard to get the message out about what you do and what your book has to offer, but using Twitter has plenty of other benefits as well.
Twitter cards can be an excellent promotional tool. Create colorful, informative cards with the name of your book and your USP, and Tweet them regularly in the run up to the launch.
You can host Twitter Q&As, which provide a forum to show off your communication skills and, when you launch, a Twitter party is a good way to bring people together to spark a sales rush.
Some simple things that eBook Twitter marketers often forget about can also have a major impact on your success. For example, coming up with an original, eye-catching hashtag for your book is essential (and use it as often as possible). Include your book title in your bio as well, along with a link to the purchase page.
Blog Your Way to Book Publishing Success
Blogging ranks very highly in the hierarchy of eBook marketing strategies. As a writer, it should be second nature to you. You probably already maintain a high quality, popular blog, but are you using it as efficiently as possible to drive your eBook sales higher?
When you launch your book, make sure that you have a series of blog postings to work alongside it. Include postings that are optimized for crucial keywords that customers might use to find your pages via search engines, and always keep blog postings relevant to the book’s contents.
People need to feel that the content of the book is relevant to their needs, and a mismatch between the content of your blog and your book will make anyone suspicious.
Whenever you blog about your book, always make sure that the reader can move seamlessly from that blog page to a purchase page.
If the blog is intended to generate email sign-ups or requests for sample chapters, include a form directly underneath.
If the aim is sales, provide a strong call-to-action and a link to a payment page. Make it easy to take the next step, and don’t include any distractions.
Exploit the Power of Key Influencers
If possible, try to arrange guest blogging spots at popular sites in your niche as well. That way, you can build up your expert reputation and attract visits from that site’s followers.
A similar rule applies to using Twitter, Instagram and Facebook. If you feel that someone’s followers will be interested in what you have to say, regularly like or retweet the content of key individuals.
You might even reach out more proactively with free gifts or reviews of their own books. Do whatever you need to do to tap into already existing networks of people who stand a good chance of buying your eBook.
Create A Sharp, Effective Landing Page
When people search for eBooks on Google or Bing, they will expect to be taken to a relevant landing page, so don’t disappoint them.
On your landing page, list all of the key points made by your book (without giving too much away) and make sure that visitors realise how they can benefit from reading it.
Keep everything as uncluttered as possible. Any distractions will cause casual visitors to press the back button. Remember, you are most likely operating in a crowded marketplace and browsers are not obliged to remain at your site for long.
Communicate what you need to say, and no more.
Include buttons or forms to take visitors to your payment page, along with any forms that you need.
Sometimes it pays to engage users via lead capture forms at first, rather than bombarding them with PayPal buttons or credit card logos.
Selling an eBook can take several stages of engagement before customers trust you enough to make a purchase. That’s fine, and you should embrace it, but be clear in your mind about the steps that site visitors need to take to reach the next stage of engagement.
Your landing page also has to connect up smoothly with whatever advertising methods you choose to use.
For example, your Facebook ads have to arrive at the right entry points into your sales funnel. Different Google search terms could lead to different landing pages.
Always double check that people are being sent to the right pages. It can make a big difference to the overall conversion rate.
Use Your Email List To Engage and Excite
The final part of the eBook marketing puzzle is email marketing. Lead capture should be fairly easy if you have a strong product to sell, a good blogging strategy, a slick social media game and invest in the right advertising channels.
This will almost always generate an email list full of potential sales. The challenge is convincing your list members to actually make a purchase.
This isn’t always easy, but some broad guidelines are helpful. As a rule, try to make your subscribers feel valued at all times. Send them a thank you message for signing up, and certainly one after buying a book.
Offer them special subscriber offers as well, to generate a sense of exclusivity. It all helps to create a bond between you, as the author, and your community of potential readers.
In your newsletters, provide genuinely useful information. Your newsletter is a chance to whet the appetite of readers, so don’t waffle or waste space.
It’s vital to provide high-quality content from your book and a clear call-to-action, but you can also include information about upcoming Twitter Q&As and webinars.
Inform, Engage and Enthuse – the eBook Marketing Trinity
As an eBook writer, you probably have something inspirational and valuable to communicate, so make sure you inform your audience clearly.
Your audience also needs to be engaged via lead capture techniques and social media, so that they are easy to reach and ready to listen to what you have to say. They are then ready to be enthused by your enthusiasm and knowledge.
After that, it’s all about conversions. By using the marketing ideas outlined here, any eBook writer can boost their sales and get their message out.
If you have spend months slaving over a book, don’t let that time go to waste. Give your book the best possible chance with a comprehensive eBook marketing campaign.
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