Social media, for the most part,dominates our attention,but books remain beloved among many. Whether in the print or digital version, everyone enjoys reading a good book. What has changed from the past is how we consume books. Most prefer digital versions because they are easier to carry around and read the same book on different devices.
The first e-book can be traced back to Angela Ruiz Robles. Angela was a Spanish teacher and 1949 she wanted to have students only have to carry one item instead of a couple of books each day. The idea was to ease their burden from textbooks they had to use daily. Though she did not patent the idea, there is a photograph of her holding a spool operated by compressed air. The book was not electronic,but it was the first automated reader. It was a fantastic concept that was not picked up for mass production. It appears the world was not ready yet.
The coming of the internet is the reason why we now have electronic books. As an information sharing tool, it was only a matter of time before someone came up with the idea. Michael Hart, a University of Illinois student, was in 1971 granted access to a Xerox mainframe computer the Materials Research lab. During this time, he typed up the Declaration of Independence and sent a message out into the ARPAnet, the now internet, stating a copy was available for download. Though it was all in uppercase given the lowercase function was not created, six people downloaded the copy. That then was how the e-book came into existence.
According to Statista, e-books are expected to generate20 billion U.S. dollarsin 2018. The sales are however continued to fall partly due to screen fatigue and the younger generation opting for print materials.
E-book in marketing
There are plenty of sites that offer free e-books,but one is required to share their email address. That is one of the ways marketers are able to capture email addresses, generate leads and even formulate a mailing address. They are not often long but contain information readers deem relevant. The page numbers vary; they can be as few as 10 pages or over 50. E-books come in two formats, PDF (portable document format) and MOBI. The former is more common and usually free. Apple sells its books in the EPUB format which cannot be supported by a Kindle.
Reasons to create an e-book
The main reason you ought to create an e-book for your brand is so as to position yourself as an industry authority. Offering a digital book to your website readers, they will likely view you as a thought leader and an authority in that field. Whether your book appears on Amazon or on your page, the audience will pay attention to what you’re selling them.
How to go about creating one
There are various approaches to writing a book. You can start from scratch or use existing content. There may be ideas and concepts already in the blog section of the website that you can expand one. Another approach is answering common questions and expounding on the same. Case studies and testimonials are equally topics you can tackle. Write from the perspective of the potential reader and ensure you get a great title that would prompt people to hit the download button.
Google AdWords can help come up with a concrete title. When creating a cover, get a professional to do it. Crowdsourcing site is best to put together a team to get the job done. One doesn’t need a publisher to create and market their book. Most bloggers have self-published books that offer an additional revenue stream.
Before the launch
Creating buzz around the book before it’s published lets your audience know what to expect. You can share quotes from the book or reviews from notable industry people. By building the anticipation of your followers, you place them in a position where they are more receptive. If you’re selling the book, it gets them mentally prepared to set money aside well in advance so that they can buy it.
Leverage your business network by letting them know in advanceyou’ll be publishing an e-book. They would be in a position to assist you in the process. How the help looks like largely varies with the business. For one, planning speaking engagements such as at a conference would be applicable. For another, appearing on another person’s or business’s YouTube channel talking about the book would be a better approach.
The process of checking out and buying the book ought to be seamless. Take time to do a trial before going live with the book. A payment gateway can help you collect money, with a small percentage going to PayPal or the service provider you choose to have.
Note: Make sure that your book is compatible with all digital mediums. A glitch in this area could hamper the trajectory of your book sales or downloads.
Marketing the e-book
Social media:The purpose for social sites, apart from engaging with the audience, is to drive traffic back to the website. Create a banner and images with links to where they can get the book. Create a page on your site specifically for the book that way people can easily access it. If the book is not free, consider giving a promotional code where persons can get it at a discounted rate. There’s equally the option of giving the book free for a limited time.
Paid ads:Those with a big budget can take the extra step and have paid ads. Social media channels give you that option. Targeted Facebook ads give you access to people interested in your subject matter. They will be able to view content about your book on their timeline and decide if they want to buy it. Paid ads are not limited to Facebook. Use the social sites you have to pay for ads and increase your visibility.
Email campaigns: using your current mailing list, run a campaign promoting your book. After doing so for a period of time, you can still mention the book as you sign off on newsletters. Doing so allows new subscribers to know that there’s an electronic book available to them for download.
Testimonials:To get additional push and credibility, get other industry experts to endorse and give a testimonial on the book. Snippets and comments on the book are a great way for people to know what to expect from the book before committing to make a purchase.
Guest post: When getting the word out about the book, leverage your existing business network. Where you can, appear on their platform talking about the book. Guest posts are a fantastic way to be heard by audiences that otherwise wouldn’t have known about you or your product. With these posts, consider offering them a promotional code; that would give them an extra push. If you’re paying for the guest post, the promo code will help you know how much is owed to the site.
Make a video: a fantastic way to get people to know more about you and your own terms are by creating a video and sharing it on your social platforms. For the most part, it is timeless and also goes hand in hand with other marketing tools.
Traditional methods: Even though you book is digital, there is no reason not to adopt a more traditional approach to publicizing it. A repair cell phone Torontostore branch could place mini flyers on your book at the counter where people can pick on their way out. QRs are efficient in this regard; people can scan the code and instantly get more information about where to purchase the book. To make it easier, direct them to the page you’ve created already dedicated to your product.
Depending on the type of business, there are physical spaces you can place a poster of the book. Ensure that all the details are there- a person should not have to struggle to understand what they can get out of purchasing or just downloading your book.
Give it away for free: If you’re still looking to make money off your e-book, share a chapter or two for free. Including reviews and testimonials helps the potential buyer know if they want to buy the book or not. Not everyone would love your book; it would be unfortunate to have someone buy a book, not get what they thought they would, and give it a bad review.
Adding your voice to the product will draw more people in. This human element is essential when it comes to selling anything in a society where businesses are vying for audience attention. Similar to a book tour, plan interviews, podcasts and even webinars in succession. This approach makes the experience personal to those you wish to engage. Ensure that you have a Q&A section where people can get to know you and the intention behind the content in your book.
Marketing the book shouldn’t be a onetime affair. Constantly create shareable content on the book’s main highlights. That could be in the form of videos, images or PowerPoint presentations. Distribute these among your network for maximum traction on the same.
The links you make should last long after the buzz has died down. Keep in touch with buyers by sending updates and expounding on an aspect of the book to give them additional value. For those you were able to partner with when promoting a book, send a thank you note or even a gift to show your gratitude.
Build a community around the book where your fans can interact with you and each other. Having a space with like-minded individuals is beneficial and, if you’re lucky, could mean getting ideas for your next book or a revised version of the first.
Consider having a blog specifically for your e-book. This is best if you have a business and wish to keep both, to a degree, separate. It’s equally something you can build on; you can share content that doesn’t fit with your business but relates to the book there.
Tip: In any online space, aim to give balance in your content. Don’t only talk about your book or business, share works of other like-minded individuals that would be helpful to your audience.
Protect your book
It is commonplace to get a site sharing a free version of your book. Ensure that you’re content is protected under the Digital Millennium Copyright Act (DMCA). It will help protect you from those who infringe copyright laws or circumventing access to your material. Speak with a lawyer and get acquainted with all the ways available for you to get justice should someone distribute your work illegally. Give a notice in your book or website of the places audiences can gain access the e-book and what they can do to support you should they find it outside the said access points.
Hire a professional
While the basic steps of marketing an e-book stated can be done by an individual or a group of people, for maximum results, consider hiring a professional. They’ll remove a great deal of stress from the process. A marketing professional would help schedule your engagements, let you know what mediums work best and what collateral will have the most impact.
Going about marketing your e-book need not be an impossible task. With the tools outlined, you’re able to market our product, get profits or exposure that you seek. There’s much you stand to gain by publishing an e-book and marketing it.