Successful Ways of Advertising your first, next or last eBook!
eBook Marketing 101
As Brian Carter of Moz states “Facebook Ads are mega-awareness raising, have good targeting, require very little commitment, and are unbelievably affordable.”
The following properties are GREAT STARTERS to eBook marketing:
- Social Media (Major Brands) Ads – I know a few gentlemen that use this form of advertising not only to pay their bills but also to live more than “comfortably.”
- Google AdWords – There is always an “old yeller,” tried and true. The problem here is that the bill, like age in general, gets quite expensive.
- On Site Popups – This is generally used in content locking or “to view more provide your…” email among other things. This is more for people with a website but, there is more than one way to make this possible. Companies like Slide Share and others allow you the opportunity to “only make available to specific people” OR “name your price per download,” which now provides exclusivity if that’s your game.
- Contributing as Guest Writer – Say something like “I’m working on an eBook about personal note writing, and I plan to contact a major fine stationery company to see if we can collaborate.”
- Retargeting –
- Social Media Marketing – I once showed a person how to generate likes upwards of 400% greater per day for free, based solely on sweat and insomnia. This occurred one, because I hate losing more than I want to win and two, because anyone can create a following if they understand the demographic and extend yourself and your (new) brand to each and every person they may believe to be in that demographic.
E-Book Sales and Marketing Bonus Tips:
Give them a reason to take a look at what you have to offer. You could present a free copy to people within your network but outside of your (biased) circle of friends. Create a “soft launch” date, then follow up with an email and /or social media reminder. This should help jump start the review process and really give you a decent opportunity to level off any negative reviews (there are always negative reviews).
Option: Pick out your favorite chapter and give it away for free.
- Make the book loan-able (thus taking advantage of the Kindle Reader app) — you kill two birds with one stone here. Get paid and get syndicated (not as much revenue, but certainly an option for the first few months!)
- If you didn’t know, Nook has something called the “Free Friday Books for Nook” list. I have to admit this one is going to help the older demographic more than anyone. At this point there is little need for a Nook.
- Remember, because we are in the digital age, where EVERYONE has a CELL PHONE, you rarely need an e-reader to view or download the book (you can download almost any free app straight to your Mac or PC). Again, because they exist, you should certainly make it accessible, but including a disclaimer statement isn’t required.
- Webinars have become the next best thing. It would behoove anyone selling and or marketing an eBook to use webinar and Google hangout type platforms to showcase, or even show teasers. Host a large (if you have the list) webinar that conveys the “bigger picture” of the content, more so the “who, what, where, and why” of reading it. This is another way to “drop a link” for not only sales but syndication, validation and SEO value. I’d consider adding a discount for attending the webinar (something like $5 off), include a download link with the discount coupon code (people love a deal).
- The best value is the kind you don’t have to pay for right? Add your eBook to a laundry list of sites and communities that fit the mold of the content you are selling. Forums to Reddit, Tumblr to StubleUpon.. The sky is the limit!
- Take advantage of affiliates! Energize them with your ideas and then equip them to promote your book through their personal networking channels. They earn money, you earn money, and the reader gets a great resource. Everyone is happy.
- Make sure to include your sales funnel within your e-book in multiple places so you can learn about your readers, build your prospect list/followers, and cultivate long-term relationships.
- If your eBook is related to a group or industry that has a trade or another related membership organization, the book can be pitched to its administrative staff to use an incentive of some sort. They might wish to use it to encourage new members to join or get on their email list, or perhaps as an incentive to attend an organization event or buy an organization product. A related tactic would be to pitch it to a company that sells a compatible product to use an incentive for purchase.
- To get wide exposure create a list of 20-30 high profile (but noncompetitive) bloggers in your niche and make contact with them. Perhaps for you could try SEO bloggers and social media bloggers. Do not dive in straight away but build a little rapport before explaining that you have an eBook that you would like to promote that you think would be helpful to their audience but not competitive with their content. Offer them a cut on all sales of the eBook that occur from their visitors if they will promote your eBook through a blog post and/or an email to their subscriber base.
- Give away a free chapter in return for an email address; then up-sell the book a few days later – ideally with a case study of someone who used your eBook to make a practical difference to the way they work and got results.
- Offer a free mini coaching course along with the eBook (when someone opts in for the course they get the eBook). This was the primary opt-in on my blog and one of the most effective lead capturing strategies I’ve ever utilized.
- This allowed me to “guide and coach” the reader/subscriber through the content, so it was more valuable than just your typical eBook download. (can’t tell you how many eBooks I’ve downloaded)