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3 Powerful Uses of an EBook that You Can't Ignore

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3 Powerful Uses of an EBook that You Can't Ignore

EBooks are powerful marketing tools for businesses. They are multi-functional and can enhance your existing content marketing strategy. How you use them will ultimately determine how effective they are in your overall content marketing campaign. Here are 3 powerful ways to use eBooks to enhance your online presence.

Supplemental Material

Let’s say that you have an online course on YouTube or on an online course creation website such as Udemy or Teachable. An eBook allows you to summarize the course’s content. Allowing your students to access the eBook as a free download may even help them better retain what they’ve learnt.

Another application of this concept is to create an electronic workbook. The workbook would contain practical activities that the students must complete either during or at the end of each lesson. This helps make the lessons more practical and meaningful to the students.

Finally, both applications can be combined. Workbook activities can be included in a full-length eBook. Students can use this eBook merger to revise the content you taught and also practically apply the principles.

Lead-generating magnet

One of the most common uses of an eBook is as a lead-generating magnet. It has been used so much that it’s almost at the point of being overused. Most websites you visit have pop-ups that ask fro your email address in exchange for a short eBook or guide, another type of download, or a discount.

Overuse of this concept means that you should use it wisely on your own website. People have become desensitized to it and are less inclined to give their contact information so readily. Nevertheless, you still need those emails for your internet marketing campaigns.

A possible solution is to put the eBook offer at the end of a related blog article. People who read to the end of the article would be prompted to learn more about the topic by downloading the eBook.

You could also create a short video that highlights the main points discussed in the book. A link to download the book can be in the video’s caption. Upon clicking this link, the user would be prompted to enter an email address in order to access the content.

These are only 2 of the many possible solutions. Can you come up with others? Let us know by leaving a comment below.

Online Sales

Some people turn to online sales as the only way to get the most out of an eBook. There are hundreds of thousands of self-published authors on Amazon, the largest eBook selling platform. A New York Times article published in 2016 revealed that, “over the last five years, close to 40 independent authors have sold more than a million copies of their e-books on Amazon”. That’s far less than the hundreds of thousands of authors who publish on the platform daily.

The article chronicles the story of Meredith Wild, a self-published author who sold over a million copies of her books using her own marketing savvy. Her success reveals the harsh truth that few self-published authors embrace; your book means nothing without strong marketing.

Therefore, think carefully about your marketing strategy before attempting selling your eBook. Some questions you should consider include:

  1. Do you have a large group of followers? You can begin your marketing efforts with them.

  2. What marketing techniques can you use to gain interest before the book’s release?

  3. Can you get interviews on any popular podcasts or blogs?

  4. How can you strategically use paid advertising?

Putting It All Together

An eBook can be used for 3 main purposes: as supplemental material, as a lead generating magnet, or to earn a profit. Some people use a combination of these function to get the most value from their eBooks. However, don’t ignore the fact that you must clearly define the purpose of your eBook before you begin writing it.

Do you need to hire a content writer for your eBook? Fill out the contact form below and I’ll send you a free copy of my short eBook creation guide.

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How-to Increase Sales Using Content Marketing

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How-to Increase Sales Using Content Marketing

Content marketing has created a shift in the way businesses reach customers. Critically looking at how the words content and marketing go together, however,  provides a fresh perspective on what content marketing really is.

It's impossible to do any marketing without content, but it's possible to have content that serves no marketing purpose. Marketing is dependent on content. Content is independent of marketing.

Merging the 2 words to categorize a new way to reach customers has increased the amount of meaningless online content. This has inevitably led to overstimulated customers and often lackluster results for digital marketing initiatives.

Countless articles and eBooks have been created to guide hopeful entrepreneurs and marketers through the endless maze of the content marketing world. Despite the great access to information, effective implementation of the strategies by the average entrepreneur is mediocre at best.

Even the best ads typically don't receive above average results. It's, therefore, no surprise that Clever Clicks reports that "the average click-through rate of a paid ad is 2%, yet ads in the first position earn an average click-through rate of almost 8%."

What's the point of it all? Why pay so much money if the results aren't going to be worth the investment? The answers to these questions depend on how effectively the campaign is structured. This article explains how you can create content that contributes to your marketing efforts instead of using wasteful space on your digital platforms.

Know Your Audience

One thing that may be affecting your digital marketing is that your audience may be too broadly defined. What works for Tom won't necessarily work for Jerry. This branding tends to look something like the cartoon shown below.

 

Targeted content marketing requires multiple approaches to reach the desired audience. Campaigns must be created for each subset of individuals within a brand's broader target audience. For instance, if you own a content writing company targeting people in America, you must divide this broad group into smaller sub groups. Some possible subgroups are:

- small business owners between 25 and 35 years based in New York, New York

- small business owners between 25 and 40 years old interested in eBooks based in New York, New York

-business owners between 25 and 50 years old interested in business development based in Silicon Valley, California

Several iterations are possible and it's important to create a strategy that suits each group of people. That's when you'll get the best response. 

Remember the WIIFM Rule

Consumers are only interested in what they can get from investing in your product or service. This is the What's In It For Me (WIIFM) rule.

Each targeted campaign should focus on the unique characteristics of each sub-group and provide a direct answer to the WIIFM question for that subgroup. These questions can guide you towards answering the WIIFM question.

1. What specific problem are you trying to solve for this groups of people?

2. What proven results are you able to deliver?

3. What testimonials can you share to establish proof-of-concept?

Have a Role for Each Content Piece

All of your content doesn't have to bombard viewers and readers with a constant appeal to, "Buy! Buy! Buy!" Some content can be used to establish your brand as an authority in its niche, provide useful information to potential customers, and increase brand awareness. 

However, you must be clear about the role each piece serves so that it can achieve the desired purpose. The likelihood of the desired result being produced is greatly diminished when there is no clear goal. In the grand scheme of things, it's more important to create content that adds value and portrays your brand in the right light than to churn out a copious volume of meaningless content.

Pay Attention to the Quality

Quality always trumps quantity. It's nonsensical to create or use sub-par videos, infographics, articles, podcasts, and images. Too many entrepreneurs are afraid, or unwilling to take the risk, to invest in quality content creators.

The investment pays for itself within a few weeks to 3 months if the content is used strategically. It is the content marketer's role to use the content in the right way to achieve maximum results. You need a content marketer on your team to create and use quality content in the right ways for your brand.

 

It's time to move away from the mindless use of content. Your content should always be serving a marketing purpose. These 4 tips are pivotal to getting the highest possible  return on investment for your content marketing initiatives. Contact an experienced content marketer to learn more. 

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5 Ways to Tap into the Power of Networking

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Click image for image source.

Networking is powerful.When you're in the right place at the right time surrounded by the right people, fantastic things can happen. We often consider networking to be something reserved for extroverts simply because extroverts socialize well with people. Their energy is fueled when they are surrounded by people. Contrastingly, the introvert is more withdrawn and loses energy when surrounded by people for too long. Using our personalities as excuses is one of the reasons  for opportunities passing us by. Networking isn't exclusively for the extroverted. It's a valuable tool for all types of personalities. These five strategies will help you tap into the power of networking regardless of your personality.

Strategy 1: Sign Up for Conferences/Workshops

There is always some type of conference or workshop being hosted in your country or region. Some are free, others aren't. Do a simple Google or Facebook search for conferences or workshops in your area that intrigue you. Incorporate the conference's fee in your budget. It may seem like a lot of money to spend just to attend an event. However, if you play your cards right you may be able to earn twice as much if you network with the right people.

Strategy 2: Initiate Conversations

It is pointless to spend money to attend a conference only to sit down and soak in what is being said. Tap into your hidden assertiveness. Take some time to scope out the type of people who are in the room. When an opportunity comes to mingle, make a move to initiate a conversation. Talking about some of the key takeaways you gained from a speaker's presentation is a good way to initiate a conversation. Focus on having a conversation of substance that will make you memorable in that person’s mind.

Strategy 3: Always Have a Business Card

Let’s say that your conversation goes well and you feel as though the person would be interested in contacting you. Some people may ask you to put your number in their phone. However, a business card has greater impact. When you hand someone a business card you are showing them how serious you are about your brand. You are showing that you know what you’re doing and can offer something of value. Invest in business cards. They’ll pay off in the long run.

Strategy 4: Be Confident

It's easy for nerves to get the better of you. Be aware of your telltale signs of nervousness. When you realize what's happening, take a deep breath and shake it off. Focus on being pleasant and memorable. Believe in yourself and allow positive thoughts to channel you in the right direction.

Strategy 5: Follow Up

Some people will give you their numbers or email addresses. Strategically determine how you're going to follow-up with them. You don't want to seem pushy or annoying. Instead, you want these people to see the value you add and be intrigued to either get to know you more or do business with you.  Follow up with a call or an email maybe 2 days to a week later and see what happens.

 

Don't underestimate your ability to network. The more you network is the more likely opportunities will present themselves to you. Follow these strategies and you will be surprised by how much your life can change.

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5 Tips for Creating an Online Startup

                                            Content writing services at your fingertips

                                            Content writing services at your fingertips

The creation of the world wide web in 1989 by Tims Berners-Lee ushered in the dawning of a new era. People were no longer restricted to connecting with people in their immediate surroundings. The world was now their oyster. Several advancements in technology over the past two decades have created a global marketplace. Tech savvy individuals are able to eliminate the need for a storefront or office space for their startups. With access to a good internet connection and the right computer hardware and software, it is possible to create a successful online business. These 5 tips are important considerations for online startups.

Tip #1: Social Media is Your Friend

As a startup it is highly unlikely that you'll have a large consumer base (if any at all). Social media will help you connect with your target audience and build your brand. Create a Facebook page, Twitter account, and Instagram page. Ask your friends to write interesting tweets and Facebook posts about your business. Utilize attractive images and videos. Don't jump into Facebook and Twitter ads too quickly. Instead, utilize the power of hashtags and mentions. As your follower base grows, invest in a few ads. Make your social media presence felt.

Tip #2: Research Your Competitors

A simple Google search can help you find your greatest competitors. Pay keen attention to what they offer. Identify the strengths of your business that set it apart from the competition. Customers want to know what's different about what you have to offer. Give your customers a compelling reason to invest their time and hard-earned money into your products and services.

Tip #3: Begin with Freelancing Websites

Depending on the type of service you offer, creating a website may not be the best decision in the early stages of your business. There are several freelancing websites available that can give you a good starting point. Showcasing your expertise on these sites will help you seem more reputable to the consumer. I saw great success with Elance (now UpWork) in the early stages of my online career. Now I use Fiverr. Both platforms offer the right starting point for a burgeoning online entrepreneur.

Tip #4: Build a Well Developed Website

Once you have established your brand in the online space, it's time to create a website. Remember that your website is a reflection of you and what you have to offer. Invest the time an money to make your website stand out. You may not be able to afford a web designer. However, platforms such as Square Space and Wordpress offer user-friendly templates that you can use to build your own website. I used Square Space to build my website cemwritingservices.com and I am pleased with the result.

Tip #5: Believe in Your Brand

This may seem like the most obvious bit of advice, but it's something that young entrepreneurs tend to forget as time progresses. There will be naysayers and clients who crush your spirits. Choose to be undaunted by their words. Believe in who you are and what you have to offer. The more confidence you have is the more likely your business will succeed.

 

Anyone can create a successful online startup. Follow these tips and you will surely build a brand that you are proud of. My passion is creating stellar content. I offer my services to my clients through my website cemwritingservices.com, Fiverr using the username ChrissyM001, and Upwork using the username Christine McLean. Believing in what I have to offer is what has propelled me to succeed over the past 3 years in the online space. Feel free to contact me if you're in need of any content writing services.

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