It’s easy to look at an ebook and think of it as its own separate beast, different from the rest of the marketing world. It certainly appears that way — it’s a large project that can bring in revenue. But you may be surprised to learn that eBooks are an excellent marketing tactic, particularly helpful to client acquisition and retention goals. If you’re looking for a sure-fire way to grow your business, publishing an eBook may be just what you need.
The Perks of eBooks
Although print may still reign, eBooks (electronic books) are a multi-billion dollar business that keeps growing. They can be short and sweet or long and more complex. Either way, they’re easily self-published by anyone. eBooks get your business, products, and services in front of a broad, diverse audience, which has prompted many companies and organizations to use them as a strategic tool.
There are three main perks associated with eBooks:
- Passive Revenue
- Client Acquisition
- Client Retention
While many focus on the revenue aspect of eBooks, they can serve a much broader and even more critical purpose. They act as a tool to bring more clients to your business and help you keep the ones you already have. Let’s look at how to utilize eBooks best and take advantage of these benefits.
Everyone likes earning money, right? How about making money while you sleep? That’s what passive income is, and eBooks are a great way to do just that. When you publish an eBook, it’s advantageous to sell in on a large platform that does some marketing for you. The largest and most popular platform is Amazon Kindle, but others include Barnes and Noble Press, Lulu, and Smashwords.
Once you’re published, you have an instant marketing partner. As you push sales to your specific audience — using your website, blog, social media, etc. — your selling platform will also help expose your eBook to new readers. Once the ball is rolling, readers can purchase your book from around the world, even as you snooze.
Now, just because you’re selling your eBook on a big platform doesn’t mean you don’t have to do any of the marketing. To start, you want to make sure that you create well-written, high-quality content with an appealing design. This will help your book sell on its own. Then, the more you advertise your book, the better the income will be. But, remember, there’s another side to this: client acquisition. Don’t think of every purchase as a paycheck. Instead, think of every new reader as a new client.
In some situations, it may be more valuable to offer your eBook for free. That may seem counterproductive if your main goal is to gain revenue from the sales. But if you have your sights set on new clients, offering a free eBook in exchange for adding their email to your newsletter (for example) may grow your sales even more. Would you rather sell them a $3.99 eBook or a $100 service?
Lastly, publishing eBooks is also an excellent tactic for client retention. Customers are always looking for fresh ways to stay connected to a business they love. And “free” or “discounted” is the language your clients love to speak! Offering them something like an eBook for free or at a bargain is a simple act that can be enough to retain their loyalty. To go even further, try to partner a giveaway with a promotion or advertisement for your product or service. You’ll please your clients and entice them with a great deal!