For years, we’ve been contacted by customers from different companies who want to build digital “leads” – contacts with whom they can make sales – as quickly and cheaply as possible. The opportunities to do this are almost endless: Free initial calls, webinars, coupon codes, etc. But guess what? The e-books are the best lead magnets.
If, after reading the article, you are contacted by customers from various companies who want to build “digital leads” – contacts with whom they can make sales – as quickly and inexpensively as possible, then you should offer them the e-book.
Produced rapidly
The e-book is the ultimate tool for getting to and connecting with your ideal clients. Your question now will be: How do I get the content to fill an e-book?
The first thing to note is that it’s not so much the actual number of pages that matters. It’s much more important that the content, regardless of the length, helps your customers with their problems. To offer an e-book as quickly as possible, you should practice “content recycling” as an essential strategy of content marketing for companies. This term may not sound so nice, but it can save you a lot of time and effort when creating your e-book, which should act as a lead magnet.
Content recycling
Well, you produce valuable content for your customers every day in your business, just maybe not in written form. In the future, simply record your zoom calls and then have them transcribed. Or record a voice message that contains the most important content points. This is content marketing. This is how you can create content online. Possibly, you’ve already shot videos on certain topics, these are also great for creating an e-book. Workshops or seminars can also be recorded and transcribed. Summarizing blog articles is also a strategy to produce an e-book by an online company.
Design and title
First, the cover and title must be appealing to your target audience, in some way. If you don’t have a knack for designing yourself, pick out beautiful covers, and already published e-books and send these suggestions to a designer on the service platform fiverr.com. From 10 dollars you are already there and have a handsome cover on hand.
Now you have to give your e-book a title. Ideally, it’s a form of instruction that will appeal to your target audience.
Examples:
- The three biggest mistakes in the field…
- Double your sales instantly with these 3 tricks
- How to get my customers 70% more sales in 4 weeks
For your title inspiration, you should ask yourself the following question: What are the best tips or what should your clients avoid at all costs? No matter what your title is at the end of the day, it should be exciting and interesting to your customers. Otherwise, they won’t leave any data.
Selling process of your e-book
At this point, it’s important to get to know your customers and your target audience even better. That’s why online companies need a landing page and tracking tools that show you where your customers come from and which customers they are in the first place. You know exactly how long interested parties have been on your landing page and how many have actually “taken action” on your offer.
The landing page is structured in such a way that there should be a video of you or the cover of your e-book under the exciting headline. Next to it, you should place a call-to-action button. After that, there is a description of what is included in the e-book and how your customers will benefit from it. This is followed by the next call-to-action button.
To lift your reputation, examples from customers should follow, explaining how they benefited from your work or from your e-book. Conclude the landing page again with a call-to-action button.
Succinctness is sexy
We are “fired up” by millions of impulses every day. The time span in which it is possible for you to gain your customer’s attention is getting shorter and shorter. That’s why you should work with a scarcity strategy on your landing page that “forces” your future customers to choose.
For example, like this:
- The e-book is only online for one more week.
- The exclusive offer is only valid for 7 hours anymore.
- There are only 39 more pieces given out free.
- There are two powerful trigger points: Make money or save time. The better you aim at it, the more e-books will be downloaded.
This is a successful strategy of content marketing for online companies. If you don’t create interest within a few seconds, you most likely won’t create it later. As the strategy of scarcity grows, so does the pressure to decide quickly.
Organic or paid reach?
You need to draw people’s attention to your offer, or to your landing page. On the one hand, this can be done through organic growth, i.e. by distributing the offer on your social media channels, on your blog, in your videos.
In addition, there is the possibility to place paid advertising (=”Ads”) on Facebook and Co. Start with a smaller budget and if the advertising measure works, increase your budget.
In any case, set pixels on your landing page. This way, if the potential customer has not downloaded your e-book, you can target him again with suitable advertising (=retargeting) and perhaps encourage him to do so in the future. Here’s one way to address it: “Hey, you looked at my e-book but didn’t download it. Download it now, it’s only available for 7 days”.
What’s the point of everything?
The reason we publish our e-book is that it gives us the opportunity to get important records from potential customers. If the prospective customer wants to have the e-book, then in any case a pop-up should be installed, which asks for three data sets:
- First and last name
- E-mail address
- Phone number
You will need the mobile number to contact the prospect personally. Everyone who downloaded your e-book also had a specific need. On this basis, you can then make follow-up phone calls. Get into a conversation with the people, ask them questions: Was the e-book helpful to you? What did you like about it? What could be improved?
At this point, you can start your upsell!
I hope these tips helped you to learn how to create valuable content for companies with help of an e-book. The e-book as a lead magnet is a fantastic tool to build a customer base and draw attention to your offer.
If you want us to write a compelling e-book for you in English, German or Russian, just contact us via the Contact Form.