The Ebook has been probably one of the most used tactics in inbound marketing to attract leads. By proposing a fair exchange, where the brand offers rich content and receives information from the lead, the ebook serves as a useful bait in digital marketing strategies.
But, After All, What is an Ebook?
In literal translation, ebook means electronic book. Therefore, we realize that they are books transferred to digital media. Modern literature has already absorbed the concept now we have large virtual bookstores that sell text content to be read-only digitally, on smartphones, tablets and even devices centered on reading, including the Kindle.
In contrast, whenever we talk about ebooks for digital marketing, the characteristics really are a little different. In inbound marketing, the ebook is established in order to educate your leads on important topics in the segment and demonstrate just how much your company is an expert on the subject. In other words: the ebook appears to demonstrate to the personas, according to the stage of the funnel they are in, everything you do, the method that you do it and how you is going to do it for them.
In addition, we also took advantage of the strong value proposition this type of rich content has, to convince the lead to provide information that’ll be useful for both the marketing team and the salesforce.
So, think about learning how a process of creating an ebook works to leverage the lead generation of one’s business? We prepared an extremely detailed step-by-step, come on?
1) Brainstorm and validate ideas
To start with, there is nothing like raising some ideas! And to raise ideas, there is nothing like beautiful brainstorming with downline. So have the team together and put your heads together to think about problems and approaches that are related to the business. It is time to raise suggestions. In addition, it is important to observe what the competition has produced with rich content, either to be inspired or to do something better still.
At the same time frame, raise the contents already produced and you can use. For example, you have launched an ebook on a subject with a lot of news. So you will want to do version 2.0 of this ebook, with new information? It is also recommended to use data collected by the business itself as a supply of information, such as for instance a market report made internally, for example.
At the same time frame, be sure to think about your personas and the recurring issues they face. Your ebook has far more value if the public sees the big difference it will generate practice.
Finally, validate the ideas raised with sectors of the business that have direct contact with the general public: they have home to assess the relevance of the content you need to produce. Depending on the company, it will be possible to validate even with the general public, through surveys via form or on social media, such as for instance a poll on Instagram.
2) Outline the subject and gather information
With the ideas listed, it’s time to outline the subject that’ll be addressed. Therefore, it is time to answer some questions such as:
- What is my theme?
- What stage of the purchase journey do they enter?
- Who could be the persona to whom the theme is addressed?
- What problem does my ebook solve?
- What is my goal with this particular content?
- Can I enjoy the information that we have?
- Has your competition already addressed this issue? If so, how do you do it better?
Try to answer each one and talk to other downline when you have no idea the exact answer. At the same time frame, collect the info and search for everything that will be necessary for the construction of the text.
Finally, also think of whether it is advantageous to co-market with a specialist or company in your area. This tactic can be quite useful, since it gathers forces to raise the relevance and audience of the content.
Information in hand, it’s time to put together an entire briefing and outline the information, that is, the “skeleton” of the ebook: titles and topics which will make it up, subjects covered in each part, data and so on. Therefore, the deadlines must also be set at the moment.
3) And now, may i write now?
Yes, yes and yes! Let’s say that at this time of the method you have defined every thing so well that it is time to just write. It becomes simple when every thing is already defined: objective, subject, persona, an instant of the funnel. Still, pay attention to everything you have defined before and write accordingly.
As a tip, we recommend dividing in to chapters, making short paragraphs and using features such as for instance bold or italics. All of this to make reading as dynamic as possible!
Tip: Sqribble ebook creator could be the best-automated tool to produce an ebook.
4) Do the review!
With the very first version of the ebook ready, you can begin reviewing the information. After all, you don’t want your personas to digest content with errors, do you?
Check the data presented, as well as the grammar. The review must take notice to those two aspects, as both are key to achieve our goal: qualify leads.
5) Create a visual identity and diagram!
With the wording ready, you need to turn to the visual. After all, how will the ebook present it self? Opt for a layout that’s related to the company, to facilitate the user’s understanding. Also, bet on pictures throughout the text!
6) Plan and launch
Even if the textual content is ready and the visual identity is ready, there’s still work to be performed! First of most, plan where and the method that you will launch the ebook. A squeeze page can be a great option for a great conversion rate (link to the conversion rate text).
For the launch, bet on an email marketing campaign and social media marketing posts. Also, check with the team on whether or not paid campaigns are needed for launch. Now just relax and wait for the results, right? Calm down! There’s still one more step ahead!
7) Analyze and optimize!
After all this means of creation and dissemination, we still have the grand finale: the analysis of the results. In order to become more and much more assertive in marketing strategies, choose which metrics are essential to observe. For example conversion rate, email open rate, email click rate.
By analyzing the metrics, you can see which points of contact with the lead need to be improved. Finally, bring the team together in an optimization brainstorming, that is, to think about how to further improve the strategies for creating, disseminating and converting ebooks!
So, isn’t it time to put this detail by detail and lead conversion lead into practice? Tell us your experience in comments.