The sale of print books is decreasing while those of e-books continue to rise. In 2012 sales reached $3 billion compared to $68 million in 2008. No doubt it is easier to market e-books, but we cannot ignore that fact that poor quality products clutter the marketplace. In this post, I will share some tried and tested digital marketing strategies that authors use. In some case, these strategies can even help you build authority in your niche.
As you are aware, without promotion, no one will discover your book and it is no longer enough to set up a website and expect readers to come. You have to put some muscle into your marketing, and this guide will point you in the right direction.
Here are the 15 Digital Marketing Tips to Promote Your E-Book. You can start using them right away!
SlideShare It is a popular social site that lets you publish presentation on your areas of expertise. 17% of B2B Marketers use the platform to share information. Also, companies usually use it to extend the lifespan of their PowerPoint presentation. You can share pointers from your book using a SlideShare presentation. Your book will be the call to action (CTA) at the end of the slide deck.
Over 60% of marketers use webinars as part of their content marketing strategy. Webinars are the second efficient medium to share premium content. This makes it ideal to promote your e-book. However, again the idea here isn’t to sell but to share valuable content with your e-books’ landing page as the CTA.
Infographics , The engagement levels on Infographics, are 3X more than other content types. Also, people are six-times more likely to remember information when associated with a related image. This makes Infographics a good fit for your e-book marketing. You can share information from your e-book using illustrations that will resonate with your audience.
Twitter You can use Twitter to promote your e-book, and some tactics include hosting a Twitter chat, creating a Twitter card and pinning a Tweet to your profile. Remember to make use of Hashtags helping you to reach niche readers. Using a service like Pay With A Tweet, you can also encourage people to tweets your e-book for a copy.
Using Facebook, you can gain exposure through a contest. Using a service like AgoraPulse, you could structure the competition while you collect leads for your email list. Authors could also create a tab to showcase their e-book. The tab will appear below the Facebook cover photo and fans can access them by clicking ‘More’ on the right. A Tool like Pagemodo could help you to leverage Facebook marketing.
Sales Landing Page
Besides the other pages that you might create like Amazon or PayLoadz to promote your e-book, you should also create an attractive landing page, with your customised web address. You can use a platform like OptimizePress to create professional landing pages because poor quality designs will not do. It has to aesthetically pleasing, easy to read, and driven by human interest.
You should support your e-book with blog content, and some authors write a post around each chapter. Write a guest blog post for non-competitive but influential blogs where you address an issue that readers have. Remember to keep post educational and not self-promotional. But, in both cases, you can use your book as CTA.
First, you could include the e-book in your current newsletters, but there are also other ways to utilise email marketing. For instance, you can use an autoresponder to deliver a free mini coaching course with your book at the natural CTA. Always be educational and aim to meet the need of your audience and where you give free chapters or copies away, grow your email list with contact details collected.
Word of Mouth
Ask everyone you know to read and share your book with their friends. This could generate initial interest and reviews around your work before you start to sell copies. Giving away your book for free on platforms like Amazon could be the quickest way to generate word of mouth and marketing momentum.
These platforms have large audiences of book lovers where you can establish yourself as an author. Favourite sites include GoodReads. Goodreads runs an author program that allows you to set-up a profile where you can also share blog posts, showcase all your books and generate a widget for your site.
Backlinks Utilise platforms like AHREFs to find content in your niche. The idea here is to request opportunities to create a backlink to your landing page. As well as the increase in traffic, it could also provide significant SEO benefits for your website.
The use of video on a landing page could increase conversion rate by 80%, but it also has a dual function and could be uploaded to YouTube and other video sites. You could then share across social media sites to attract attention to your e-book.
This is an interesting tactic used by authors to build authority in their niche. Using platforms like BuzzSumo (the free feature will do), you can find relevant and popular interviews or blog posts. You could then add your two cents to the conversation by crafting and posting a meaningful comment. Over time you will build brand awareness and attract traffic to your site and social media pages.
One of my personal favourites and where I have achieved success for my e-book is through community forums. Show up and answer pressing questions that people are asking. If you provide a meaningful answer, there is usually the opportunity to include a link back to your site.
HARO (help a reporter out) Using an old favourite of mine, with HARO you can pitch your release when a journalist is looking for a story like yours. Once you register to the site and select your interest, you will get e-mail alerts with subjects of interest.
Remember that these are tactics that will only work if you do. Start with a plan and weave the areas that you have time to do into your plan. Also, people buy from people so spend the time to craft your unique story.
It would be great to hear how you are promoting your e-book and the successes that you have achieved.