How to Market an Ebook: Don’t Let Your Content Offers Collect Dirt
We all know that traffic alone is not going to pay the bills. Ultimately, our traffic must do its job to convert prospects who have problems that we can solve. One way of getting the right people into the pipeline is by creating compelling content offers that practically beg for the opt-in. There’s just one problem: Making sure we generate sufficient demand for the offer to achieve success.
So if your content is just sitting on your website not getting too many downloads or network marketing leads, your promotion might be the problem. That being said, read on to discover the very best techniques for marketing your ebook, whitepaper, guide, or some other lead-generating resource.
1 ) Consider a co-marketing campaign.
Before your create your useful content offer, consider when there’s any partnerships that you could leverage. Co-marketing provides an chance for cross-collaboration on content to ensure that two parties “own” that content and benefit from it.
Here are some reasons why co-marketing is a good idea:
- Sharing resources for the offer’s creation doubles the value of the content and diminishes the cost/effort of its production
- Promoting to two networks increases the reach of the campaign exponentially
- Both partners have vested fascination with the results of the promotion mainly because both reap the benefits (the leads generated from it)
2 . Utilize industry influencers for their thought leadership and reach.
Whether you decide to do co-marketing or not, you can’t deny the ability of good old-fashioned personalized outreach. Think through your existing partnerships as well as other major players in the industries or social sectors you want to reach.
Consider these thought leaders’ targets: finding relevant articles to talk about with their fan base, increase their reach, and further establish themselves being an authority.
You can appeal to these goals by showcasing them in your content offer. For example , ask them for a quotation that you can incorporate into your content offer or link to another article they wrote. When you finish the piece, deliver them a complimentary copy. I’d suggest telling them how much you’ve appreciated their knowledge and that you were delighted to incorporate them.
Don’t forget to mention that you’ll be promoting the offer to your network. Because they’re featured in the content, this acts as an incentive for them to share your offer to their audience too.
The key to this method is to make your individualized outreach unique and worth their while. After all, they will likely get bombarded with messages asking them to talk about content.
3. Use e-mail marketing to promote the ebook along with your existing audience.
Admittedly, outreach is arduous. Don’t forget about the network you already have. Your email subscribers have already expressed interest in similar content provides, and if this new e-book continues to provide value designed for problems they need help with, this is another opportunity to continue participating them.
As you always provide value, you’re creating more credibility and specialist in their eyes. As you stay best of mind in this way, you may first on their list when they are ready to make a purchasing decision.
To achieve maximum success with this tactic, it helps to have a segmented audience so that you’re usually providing relevant, timely, plus personalized content.
A person don’t want to email a particular ebook to your entire contact database because it probably doesn’t relate to all your contact listings. When you don’t segment email messages, your engagement will be decrease and your success will be reduced.
Here’s what I mean:
On a single of your opt-in forms, you might have visitors identify what they need help with. For an inbound marketing and advertising agency, it might say, “What Does Your Business Want to Enhance? ” with options to select:
- Grow our web presence
- Rank higher on Google
- Generate more prospective customers
That way, if an ebook was developed around SEO, it could be delivered to all the subscribers who have already demonstrated interest in ranking higher on Google.
4. Promote your ebook on your highest trafficked (but still relevant) blog posts.
Along with your other methods of advertising, you want to make sure that you’re converting organic traffic as well. But here’s the problem: A user can not convert on a landing page they never land on. They could never be interested in a articles offer they don’t know about.
Content offers aren’t a good “If you build this, they will come” scenario. Rather, see how you can capitalize within the traffic most likely already getting for its promotion .
By putting the CTA (call to action) on new blog posts, all you will absolutely doing is making a gamble. Mainly because you don’t know if that blog post will actually generate traffic. After all, it’s brand new.
However , you can put the CTA on an existing post that has proven success, pressing that ebook to a known source of demand.
Promote your offer on relevant blogs that already get traffic to put your ebook ahead of the audience you have.
5. Create a PPC campaign to advertise your content offer.
If you know your content offer has a clear path to revenue, organic plays alone are certainly not always the best route to get promotion, especially if there is very clear demand as people look for resources just like yours.
PPC is a quicker technique than SEO and is the best way to promote not just your company as well as its services but also campaigns to offers you create. A successful PPC campaign boosts visibility plus downloads to your offer simply by driving high-intent users towards the landing page.
6. Announce your content offer on social media.
Email is a great tactic pertaining to promoting to an existing audience, and so is social media. An additional benefit is that social media promotion can reach beyond that current audience much more easily.
Make sure to post on your social channels once your offer is definitely live, conveying the value it contains for the reader and including an image to attract their particular attention. Mix these articles in with your other articles so that your readers aren’t delay by too much promotional content material.
7. Consider putting marketing budget behind it.
Upon some social channels (I’m looking at you, Facebook), natural reach isn’t what it was previously. Boosting posts helps to boost reach to both your followers and beyond. Additionally, you can also create an advertisement that promotes your ebook and do paid promotion to a targeted audience.
Just keep in mind that people don’t browse social media marketing with buying intent, so you’ll have to ensure that the provides you with promote and the way a person promote them piques curiosity and conveys value. Or else, they’ll just see it as an ad and scroll on past.
8. Repurpose your content into different formats.
The 1st time they see your post, they might not click and convert right away. Like with anything, it can take multiple “impressions” to draw in attention and pique interest. At the same time, if you continue publishing the same thing over and over, your content gets stale.
Your ebook can easily be turned into a slideshare, infographic, quiz, or other structure. By having multiple “versions” of your content for promotion, your own ebook can go farther while getting more eyeballs on it.
9. Connect with niche visitors on social media.
Look upon Twitter and LinkedIn with regard to users that have been sharing similar content to what you have developed. Just by searching on Tweets for #inboundmarketing, I can find who is sharing inbound marketing and advertising blogs, guides, and sources. Plus, I can see who may be getting the biggest reach with regards to likes and retweets.
Get in touch with these individuals with a simple information that encapsulates “Hey! I could see you shared [this article] and I thought you may like [this related content offer]”. This way you know that the individual is probably interested in what you’re writing because they’ve been interested in similar content before.
This tactic might not work as nicely as the influencer tactic in tip #2 since you are not providing mutual value, but many of these individuals spend a lot of your time curating content for their market, and you might just be helping all of them out.
10. Submit to a content community or online group.
Chances are, search engines plus their social feeds are not the only places your target audience hangs out. If your ebook contains specialized or specialized niche information, you might be able to focus on these niches through articles communities and online groups. For example:
- Niche Facebook groupings
- Niche LinkedIn groups
- Slack groups
- NextDoor neighborhoods
- Industry forums
For example , should you be a roofer in St . Louis, join your community group on NextDoor. com and offer your content there. Whenever your neighborhood gets hit by a hailstorm, your infographic upon “Assessing Storm Damage like a Homeowner” can come in handy to the community’s residents.
Content towns are also a great resource for getting feedback, starting discussion, and sharing your passion for the services with others.
11. Find other linking possibilities.
Using tools like Ahrefs, you can see other websites who may have linked to content like yours. Reach out to them with your content provide link and see if they want to include a link to your source. I find that this is the majority of helpful when you can find a broken link that your new hyperlink can replace. Webmasters usually appreciate when someone allows them know of a problem using their website links, and if you can provide a link to replace the broken one, it might obtain placed.
Alternatively, use a tool like BuzzSumo or Mention. net to find mentions of the company online. You’ll have the ability to see who has mentioned a person or your content offer and determine whether they have linked back to you or not. If they haven’t included your link, reach out to that website and explain it may provide their readers a better experience if they could find the article that is being mentioned.
If you’re looking for more backlink opportunities, I highly recommend Backlinko’s “17 Powerful (Yet Untapped) One way link Sources” to find other places you can get a link from!
12. Guest blog on popular websites with your ebook as CTA.
You may also have an opportunity to make profit on a third party website’s natural traffic and promotions via guest blogging. If your buyer persona goes to a popular site that provides solutions to the problems she or he is experiencing, your content offer ought to be there too (as long as it’s similarly related and helpful, of course).
Once you nail down which websites your customer persona is reading to obtain information, see if these websites provide the opportunity for industry leaders to guest blog. Some web sites will require an application or a write-up proposal, but once you get accepted blogging for one site, it becomes much easier to get approved on other websites.
Whenever you write your articles, bear them educational and don’t self-promote. Remember, you’re trying to help the reader solve a problem with your expertise and industry information. A the conclusion of the article, use your ebook as a next step CTA so if a audience finishes the article and desires more information, your content offer is there.
Content that just rests on your website can’t properly do its job plus bring in leads. But be concerned not, by using these advertising tips you’ll see a little bit of extra effort can really have a content offer from zero to hero.
If you’re thinking about creating attractive ebooks that will capture attention and bring more leads to your business, check out the FREE resource below (see what we did there? ).
Editor’s note: This post was originally published within September 2016 and has been updated for comprehensiveness.
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