Too often businesses plan out entertaining, value-adding and informative eBooks but neglect to consider how they’re going to get it to their customers until after it’s been created. As a result, the content is frantically pushed out with little thought and doesn’t score you the leads you deserve for all that work.
Now that you have a content strategy for 2013 (because you do, right?) and you’re starting to plan the amazing content you’re going to offer to your customers (because you are, right?), it’s time to start thinking about how you can maximise eBooks to get them into as many hands as possible.
Create social hype
Think of social media as a hype machine and build anticipation by showing off snippets of your book, asking your social media followers for help choosing between two covers, hosting a competition that gives someone exclusive pre-release access to the eBook, or creating a Twitter hashtag.
Build a landing page
It doesn’t have to be complicated, but a landing page for your eBook will help with SEO, give people a chance to find out more and will give you somewhere to send people during the hype-building stage.
Give your customers as many options as possible for both downloading and reading. Consider all devices our customers might have – PC, Android, iPhone, Kindle, PDF readers – and how you can ensure there is a way they can access your eBook.
Blog about it
When you’re planning your eBook, it’s a good idea to plan a few pre-launch, launch and post-launch blog posts that will link back to the eBook.
Send a press release
Give journalists a teaser chapter or offering to answer a few questions so they have exclusive content. Also put some effort into that all-important subject line – it’s the deciding factor in whether media will open your email or send it straight to the trash.
Email your database
Create a pre-launch, launch, and post-launch email strategy. Pre-launch you could offer your readers a chance to buy the eBook at a discounted price. If you’re not putting a price on your eBook, you can give away a sneak peek of a chapter or two to help build hype.
Like all the best marketing tools, eBooks wear an entertainment mask. When done right, they provide information, advice and entertainment first, and a marketing message second. Since you’ve taken the time to build something valuable, market it as you would any other new product or service.
Chloe Schneider – Online Editor[cf]tracking[/cf]