6 Most Effective eBook Marketing Strategies You Need To Try In 2022
A good eBook can help establish your credibility, deepen your connection with your audience, and grow your email list by leaps and bounds. Of course, you need people to read your book, which is why eBook marketing is as essential as writing the book itself.
This guide will discuss some of the most effective eBook marketing techniques you should be using to spread the word about your content. The guide will include real-world examples showing how successful authors implement these best practices.
1. Use social media channels
One of the best ways to promote an eBook is through social media. It’s a logical starting point as you are probably already active and have a decent following on one or more social channels. Here are some methods you can use to promote your eBook on social media:
- Create teasers with visual snippets of the eBook.
- Run contests and eBook giveaways.
- Design banners for your eBook.
- Pin posts about your eBook to the top of your feed.
- Leverage social media communities like FB groups, LinkedIn groups, Instagram hashtags, etc., to reach out to people interested in the topic.
- Run paid ads for greater reach.
- Use quotations from famous authors to inspire and engage your readers.
- Use outreach campaigns to engage influencers who might promote your eBook (you might provide review copies, for instance).
Set aside time to run promotions regularly to your audience. The promotion can be subtle, for example, mentioning the book within your regular posting schedule. Here is an example from LinkedIn of an author posting about their eBook:
Wherever possible, add a link to the eBook’s sales or download page so people can access more information.
As a side note, your sales page must be compelling and include information about the eBook. Make that introductory copy engaging. Add testimonials to provide social proof, and use an eye-catching front cover.
Use a mix of social channels to keep the buzz going amongst different audiences. Adapt your strategy to make the best use of each channel. For example, reels are great for Instagram, so consider making a video talking about your eBook. You’d need a markedly different approach for Facebook, where people post fewer videos.
Whatever you do, make sure you’re consistent. Periodically review your results as well. You can invest more time in the social channels that provide the best results. A social media training course can provide you with the knowledge and confidence to run campaigns independently.
2. Generate buzz using PR
Using public relations events to create a buzz is another approach worth considering. Media coverage through PR events can make you stand out in the crowd. You can take various approaches to build your reputation and generate a positive buzz.
Blogging, for example, is a PR activity, and if you are doing that already, go ahead and include opt-in forms. That way, you could deliver an excerpt of an eBook or even send a sequence of emails where you educate your subscriber about what’s on offer. You can also engage the services of PR professionals, who can organise book tours or meet-and-greets and write press releases for you.
Here are other methods you can use to promote your eBook using PR:
- Get in touch with journalists who are open to talking about your eBook
- Sponsor events to showcase your eBook.
- Land some speaking engagements and include your eBook where relevant
- Run a guerilla marketing campaign to promote your eBook.
Like social media, you should try various activities. Here’s an example of a press release announcing an eBook:
It might be tempting to do all your PR in-house to keep costs low. If you’re a self-published author or business owner, hiring a PR agency to support your marketing efforts might be more effective.
3. Build excitement with a pre-launch
Nothing builds excitement for a product like a pre-launch. A sneak peek campaign, when done right, receives a lot of attention and can generate that initial list of customers or leads interested in your offer. Here are a few channels you can use for a pre-launch campaign:
- Closed groups
- Professional communities on FB, LinkedIn, etc.
- Your email list, etc.
You should spend time engaging with people, especially if you’re promoting content within a close group, before sharing content. The following is an example of building traction by offering free copies of an eBook for a limited time in a closed FB group:
You can feature visual snippets of some sections of the eBook that showcase the value it provides. Generate engagement by asking people to raise their hand in comments if they want a sneak peek or would like to be notified when the eBook releases. You can even make a video of yourself talking about the book.
An early bird offering can do wonders if you want to generate sales.
Getting a solid influencer to collaborate with you on your pre-launch can give your eBook an instant boost in exposure. Testimonials from established authors in your niche can also help make your launch a success. Another great way to create some pre-launch buzz is by interviewing for podcasts and talking about your upcoming eBook.
4. Send emails to your subscribers
One of the most effective marketing techniques is email marketing. Email marketing allows you to have a one-on-one conversation with your subscribers. It is personal, cost-effective, and highly effective when done with intelligent segmentation.
Promote your eBook by emailing your subscribers and encouraging them to sign up for a copy. You can work the eBook into drip campaigns or even automated triggered emails when a person does something like download an excerpt of your book. Here’s a nice example of an email I received from a marketer about their eBook.
Just like other email marketing campaigns, your eBook marketing campaigns will be more effective if you follow industry best practices:
- Use a catchy headline as the subject of your email
- Personalise the emails
- Add a clear CTA
- Include rich media like videos
You can also use email marketing to generate referrals. For example, you could send emails to customers after 30-days asking them to share feedback publicly. You need to use the right tone in your email. You want to promote your eBook without sounding pushy.
The day and time you choose to send your email are also critical. Research has shown that certain times and days give better click through and engagement rates. So, research your audience, review your open rates, and then send your emails accordingly.
5. Collaborate with partners
Collaboration with other companies and influencers in your sector is an effective way to achieve success. For example, you can run cross-promotion campaigns, an excellent eBook marketing strategy.
Identify brands that complement your offering and partner with them. For example, if you have an eBook that teaches people how to run a successful blog, you can ask other bloggers to promote the offer. You can promote their products or services through your marketing channels.
You can even partner with businesses to write the eBook together and co-brand it. Creating a co-branded eBook is a win-win for both, as you double your marketing resources, and hopefully, reach. The nice thing is that there are many ways you can collaborate with other businesses.
6. Use video marketing
By 2022, 82% of all consumer internet traffic will be online videos, 15 times higher than in 2017. It seems right given that a study done by Hubspot in 2018 suggested that 54% of consumers want to see more video content from brands and people they like.
Video marketing is a great way to promote your eBook. With video, it’s easier to establish a human connection with your audience. Your tone of voice, facial expressions, etc., can convey enthusiasm for your work. That enthusiasm generates a connection, likely converting more of your audience into customers.
What makes a good marketing video for an eBook? Here are some elements you need to incorporate into your video:
- How you came up with the idea for the eBook.
- How your eBook can help your readers.
- A short excerpt from the eBook, read aloud.
Some authors create trailers for their eBooks that are similar to those movie studios produce. It’s an approach you might want to consider.
Producing an eBook is arguably one of the most effective ways to promote your expertise to a wider audience. A good eBook is a valuable resource. To distribute your work widely, you need to implement an effective eBook marketing plan. Take a strategic approach to eBook promotion to convince your audience to download it.
First, tap into your social media channels to reach your existing audience. Next, generate buzz through public relations channels, including guest appearances and press releases. You can also build interest in your eBook with pre-launch and post-launch email campaigns while also engaging with influencers to expand your reach. Finally, use video marketing to liven up your campaign.
These strategies are all tried and tested ways of improving your eBook download figures. By using them, you help your eBook get the exposure it truly deserves.
By Chris Norton, Founder of insight-led PR agency Prohibition, former University lecturer, author of “Share This Too” and listed in the UK’s top 10 PR and social media bloggers.