If you are providing a service as part of your business, giving away an eBook filled with value-add information is a great way to connect to your present customers.
Providing useful information to customers is also a brilliant way to generate word of mouth that leads to getting new customers.
Before you squirm at the thought of having an eBook for your business, think about it as a value-added information pack. Alternatively, you can also call it a ‘guidebook’ or an ‘instruction kit’ to make it more adaptable to your customers’ needs and readers.
For now, let’s stick to the term ‘eBook’ for simplicity sake.
For a start, below are a few elements of what makes an eBook effective and readable.
1.Type of Content
If you have yet to have a blog to accompany your business website, eBook is a good start to connect with your customers in a more personalized way.
For example, if you’re running a DIY toolset business for home and living, giving away an eBook consisting of information on ‘how to build a mini-landscape garden in your balcony’ could be your topic for the month. The perception that eBook is only for service-oriented business (or just B2B) is a myth. Treat your information pack as a value-add giveaway for your present and potential customers.
This guide on ‘content type’ might come in handy when planning your eBook content – http://baklavva.co/2015/06/periodic-table-of-content-strategy/
2. Design and Layout for eBooks
Ideally an eBook should not come in essays long write-up. Break up your text into a couple of paragraphs per page, and use quotation highlights to bring out key points to readers.
Below is what I meant by quotation highlights, an example from Yotpo, an e-commerce customer content marketing company that provides nifty plugins such as ‘customer review section’ on websites.
See example of a page below:
Notice how the paragraphs below are divided into readable chunks and relevant highlights.
Don’t forget to include a content page to inform your readers on topics ahead. Most readers are time-scarce, letting readers know how much information to digest breaks down barrier to commit, and also invite readers to read-on.
3. Use Infographics to Communicate Stats
Before you cringe at the word ‘infographics’, considering that there are thousands of infographics churned out online per day according to Lynda.com,
or perhaps you’ve read it too many times as a marketer. Do note that your average customers are less likely to have the same view. In-fact infographics remain as an effective way to communicate complex information in the most simplest way to readers.
Here’s an example of a good infographics work by Zendesk,
For more examples of brilliant infographics work, head over to DailyInfographic.com –
4. How to Encourage Readers to Download with Your eBook
Now that you’ve completed your eBook, how do you get customers to download it? Placing your eBook on the main page with a call-to-action is one of the ways to grab readers attention.
Be creative with your messaging, e.g. messages such as “find out how to create a DIY garden space in apartments” or “how to get rid of wine stains with baking soda & salt” tend to be very targeted if you have niche audience.
eBook is also a great opportunity to get in-depth about your business and your company, about who’s behind the business, and how the product come to exist, etc. Readers will usually take their time to read your content, when they are able to read it in .pdf offline.
The latest creative tagline this month that we’ve read goes to Zalora, it reads “we feel a connection there, get your $15 off vouchers to seal the deal..” any lines that make your readers smile will most likely win hearts and emails.
5. Make it Simple to Share Your Content
Effective eBooks are good, value-added content that leaves the reader feeling like they’ve learnt something new in that span of 10-15 minutes.
eBook essentially is an extension to follow up with a proposal to drive sales, thus don’t forget to provide a ‘call-to-action’ at the end of your chapter, such as “sign-up for premium accounts” or “click to browse new collection”. Here’s an example by Yotpo to encourage readers to sign-up for demos.
Be clear on what you’d like your readers to do next. After all, they are your fans if not already your customers.
6. Tools & Resources
If you’re looking for creative inspirations or templates to begin with, HubSpot has a great resource for download. If you’re looking for something more creative, Blurb is a good place for downloads and inspirations.
You could say that an eBook is simply a condense version of a magazine. Sites such as Flipboard is also a great resource to get inspired by text, graphics and layout.
A few other ways to send out your eBook are through email and social media, be sure to engage multiple channels when reaching out to engage your audience.
Get in touch with us if you’re looking to create an eBook or have any questions on design and development.