TBG Talk | Building e-Books and Digital Literature to Drive Sales
Going to Market with e-Books and Digital Content
Drive Engagement With: Infographics. White Papers. Case Studies. e-Books. Podcasts. Video.
Search Engine Optimization remains one of the core strategies for businesses to attract customers to their web properties. The creation of content like e-books and other digital literature enables business to showcase expertise, product quality, or other brand or service attributes. E-Books and Digital Literature are essential tools for capturing customer data and assessing the difference between Suspect visitors and Prospect visitors and determining if it is time to engage sales in the pipeline process. At TBG Marketing, we build hundreds of e-Books every year to enable our clients to capture customers and create engagement with product and services to help drive your on-line conversions. We like them so much, we use them ourselves to help our clients understand our services.
Building a Better e-Book
Any sales sheet can be turned into an e-Book but the real strategy is to provide a properly branded and keyword laden e-Book that a customer will receive and value as expert insight into a product or service. These freemium tools have a number of characteristics in common:
CREATE A SERIES OF TOPICS – write about things that are important to your business and more importantly, they are important to your customers
WRITE AN OUTLINE – the best e-Books are well thought out and are valuable assets because they are well thought out and relevant to customer needs. Keep in mind that many e-Books are now read on e-Readers, tablets, notebooks and even mobile devices. Make sure your content matches your medium.
PREPARE AN INDEX – if your e-Book is more than 4 pages, you should create an Index/Table of Contents to help customers navigate the product. Be sure to use keywords important to your customers and your business in the Table of Contents.
USE INTELLIGENT DESIGN – the use of highlights, Sidebars and other structures to break up monotonous content and draw attention to key points is essential to creating a successful e-book that is easy to navigate and consume. An e-Book might be 5000 words and of that 5000 words, maybe 100 of them are critical to your brand. Make sure your design highlights those terms.
DIGITAL INTERACTIVITY – adding hyperlinks to images, videos, additional content or other calls-to-action are critical in an e-Book. The objective is to get the customer to engage with your brand and the links bring them back to your site for conversion processing and should each be tracked individually.
VARIABLE DIGITAL LANDING PAGES – perhaps the most important thing to have for your e-Books is a custom landing page not just for the book, but for specific content within the book. Suppose you are a logistics company focusing on temperature controlled services, you might have a link on temperature controlled transportation that would click to a dynamic landing page showing content specifically for that content. Likewise, you might have different variable content if the link was about warehousing or local cartage services.
Designing, authoring, styling and developing e-Books could be a critical component to your customer acquisition efforts and providing low cost high value content is a key to success. Market and promote your content for SEO value and in appropriate social media, trade publications, and digital advertising to maximize and track your effectiveness. At TBG Marketing, we can help you design and author remarkable e-Books with enormous value in your sales pipeline chain. Contact TBG Marketing and let us show you how effective e-Books can be for your business.