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Lead generation is an important part of every business. Leads in this case refer to consumers who become interested in your brand and what you have to offer. Attracting their attention is usually half the battle.
Creating ebooks is one way you can generate leads. You can then use the consumer interest you generate through the e-books to market other products that you want to sell.
The key to generating good leads is to create the right kind of ebook and make use of it effectively. Otherwise, your efforts would go to waste. So, what should you do?
Creating Lead-generating eBooks
1. Create Targeted Content
You cannot please everyone and you shouldn’t even try. Instead, identify your target audience—the potential customers whose attention you want to attract. What are their likes and dislikes? What types of information are they interested in finding? How do they want that information delivered?
Once you identify your target audience, take the time to create informative and entertaining content everyone can use. This shows that you care about providing value for people. You should also create an attractive headline and cover page, since it’s the first thing about your brand that prospective clients will see. The people you target will keep you in mind the next time they want an expert on your chosen subject.
2. Forget Selling
Lead-generating ebooks are not about selling. People are not stupid. Once they discover that your ebook is an attempt to blatantly advertise your products and services instead of providing valuable information, they will simply ignore it. Your audience will deem you untrustworthy and will remember that the next time they go shopping for the kind of products you want to sell. You can bet they won’t be coming to you.
As long as your content is excellent, you will be able to build a good reputation. Your credibility will benefit as a result. Remember, the more credible you are, the more leads you are likely to generate.
3. Let Your Voice Shine Through
Nobody likes generic content. People want content that is personal and engaging. It is therefore in your best interest to let your brand voice come through. Your content should be reflective of the brand you have created—casual or formal. It all depends on the audience you intend to target.
Using Lead-generating eBooks
1. Link to your Site
In order to direct your target audience to your site, ensure you link your ebook to your blog or business website. You can incorporate these links on the last page of the ebook, or connect the links to your site during the promotion stage. By doing so, you will be able to nurture your leads, thus making them more amenable to buying from you.
2. Give Away Your Ebook
If you are more interested in using your ebook to generate leads instead of direct income, consider giving it away free.
No, that’s not a typo. It’s amazing how many people are attracted to free things. You are likely to attract more people that way, which will enable you to grow your target audience.
3. Capture Lead Information Before Releasing a Free Ebook
In order to market to your leads, you need information. The best way to do this is to offer a free ebook in exchange for the information you deem relevant. This information can include details such as email address, gender, and age.
Your target audience is more likely to take time to give personal information for the free ebook on offer. You can then use their information to create targeted content or products for sale.
4. Promote Your Ebook
Just because your ebook is free, it doesn't mean you shouldn't market it. Use social media platforms like Facebook and Twitter. LinkedIn is also a good platform for B2B lead generation.
Consider getting leading bloggers and social media influencers to help you out. Just make sure you capture relevant information from your target audience before allowing them to download the ebook.
Take the time to create and market your ebook, even if it is free. A superb ebook can become the go-to resource for everyone in your field, and it can help you be considered as an expert in your industry. The more reputable you are, the more clients you would be able to attract.