As marketers, we’ve learned that eBooks are one of the most effective forms of content marketing that promises to generate qualified leads.
So we build one.
It takes days, maybe even weeks, and the result is a perfected informational piece with great design and appealing content. You publish it, anxiously awaiting the positive response and high conversion rate.
Then…nothing. No one downloads it.
We’ve all been there. If you’re creating great eBooks that aren’t getting the traction they deserve, you may be making one of the following common mistakes. No worries, we won’t leave you hanging. We’ve got solutions for each one!
- You didn’t define your target market.
If you’re writing an entire (e)Book for them, make sure you’ve done your research to find out what they’re looking for.
Solution: Create a buyer persona. Detail everything you need to know about your ideal customer. This will make it easier to produce targeted content on the right topic and in the right kind of language.
- Your topic wasn’t valuable.
If your eBook isn’t benefiting the reader in some way, why would they download it?
Solution: Be a problem solver. Your business exists to solve some problem your customer faces, so create content that will help them solve those problems. This makes downloading and giving away contact information worth it.
- Your cover page lacks pizazz.
We’d all be lying if we said we didn’t actually judge books by their covers. People will be much more likely to download content if it looks “pretty.”
Solution: Create a professional design that reflects the theme of the book and entices the reader. Do keep “professional” in mind and make sure it resonates with your brand.
- You didn’t promote it.
The biggest mistake you can make. You can’t expect readers to stumble upon your content. Help them find it!
Solution: Go beyond the Big 4. After exhausting efforts on social media, email, blog and paid options, look for other outreach channels. These can include guest posting, asking influencers to share, publishing on a marketing platform or even press releases.
- Readers couldn’t find the landing page.
Without the essential gateway, no one will be downloading your great content because they can’t get to it!
Solution: Optimize your landing page by using keywords in the headline, URL, meta description and copy. Write a short summary of the eBook to place on the landing page, but don’t give away too much! Include images of the eBook on the landing page and highlight the benefits it offers. Don’t include distracting links and only ask for the absolute necessary contact information.
Keep in mind that your eBook and all of its assets should be created with your audience in mind. Start generating more leads by avoiding these mistakes with your next eBook.