If you have a blog, a regular audience and an email list (even a small one), selling eBooks is one of the best ways you can make a sizable passive income and establish yourself as an authority in your niche.
Thousands of bloggers are making money by selling online courses, trainings, eBooks and other forms of digital products. But studies show that there’s demand for more.
In the U.S alone, eBook sales are expected to cross $8 billion by the end of 2016.
Clearly, there’s a lot of money to be made if you can create the right eBook for your audience.
However, even if your eBook has lots of value in it for the readers, there are still chances you might not make a lot of sales.
Why? Not because there’s anything wrong with the content of your eBook. But because you’re likely to be missing out some of the other crucial factors that are necessary for a successful eBook launch.
And you’re not alone.
The majority of eBook launches fail to reach their potential because of poor preparation. Most bloggers are so focused on creating the content of their eBook that they forget about creating the right launch pad.
Here are some of the most common mistakes that can dent your eBook sales even if it offers immense value to your audience.
1. Offering a Poor Buying Experience
Since everyone in your niche seems to be launching eBooks and courses themselves, the purchase experience on your blog or website can be one of the biggest differentiation points in your eBook sales strategy.
Studies show that as many as 66% of your potential buyers might leave without purchasing your eBook just because of poor user experience and a complex buying process. Even more surprising is the fact that only 55% of companies are doing online user experience testing.
But what are exactly makes up the buying experience on your blog? Here are a few key factors to keep in mind.
- A clear indication of where and how to buy your product (hint: an attractive Buy Now button)
- Detailed information about the product and what it offers.
- Multiple and secure payment options, especially PayPal, for buyers.
- A short checkout process with minimum redirections and text forms.
- A responsive/mobile friendly website design.
In general, you need to make it as easy and convenient as possible for your buyers to purchase and download your eBook. But you also need to make your product look attractive. So you can’t just display the direct download and payment link on your sales page.
A much better option is to go for a modern digital selling app like Selz, which allows you to create attractive and mobile friendly product widgets that can be embedded on your blog with a “Buy Now” button.
It also allows your buyers to pay with multiple secure payment options like PayPal, Master Card and Visa, and integrates seamlessly with your email marketing tool – ticking all the major user experience points.
Unfortunately, many bloggers don’t focus enough on creating a user friendly buying process which costs them heavily in the form of lost sales and dejected customers.
2. Designing the eBook Cover Yourself
Unless you’re a professional graphic designer yourself, I would strongly advise against designing your eBook cover.
Why? Because a poor cover can have a drastic impact on your sales. In a recent study, nearly 79% of book readers said that book covers played a decisive role in their purchase decision. While 60% consider the book cover as the sole reason behind their decision to purchase a book.
Clearly, the cover design of your eBook can make or break your sales numbers. So taking it lightly and designing it yourself may not be the best idea.
Unfortunately many bloggers don’t understand the importance of their eBook cover, and use different DIY tools just to save costs.
Don’t make that mistake.
Even hiring an expert designer doesn’t cost much, especially if you invite design concepts on portals like 99Designs and Upwork.
You’re an expert in writing, not design. Don’t ruin your hard work to save a few dollars.
3. Not Building Anticipation Before the Launch
You’re proud of your eBook, right? Then why are you shy of announcing it to the world?
Many bloggers, especially the ones selling eBooks for the first time, are too shy to get the word out about their new product. Many would just quietly add a link to the sales page in their blog’s side bar, or send an email to their list once.
That’s not how you launch an eBook. You need to create some noise and spread the word about your new masterpiece.
Here are a few things you should definitely do.
- Start mentioning your eBook in your blog posts months before its launch. Tell your readers that you’re working on something epic. Create anticipation and excitement.
- Ask your audience for feedback on your eBook cover design. Get them involved and make them a part of your journey.
- Offer an exclusive discount for pre-lunch orders.
- Host a webinar on the topic of your eBook.
- Approach other bloggers in your niche to host joint webinars.
- Create a series of emails focused on your eBook and the value that’s inside.
- Once your book is up for sale, write guest posts on the top blogs in your niche to spread the word.
The world won’t know how valuable your eBook is unless you tell them about it. There’s just too much noise on the web and, unless you create anticipation before your launch, no one would take notice.
4. Not Using Paid Advertising Channels
Selling eBooks is a business, and every business needs to invest in marketing and promotion. If your blog has a strong SEO foundation, you will receive traffic from search engines. But that is not enough in most cases.
You need to take your product to the right audience who’re willing to pay for it. This is much easier now thanks to the different paid advertising options available.
Facebook ads, in particular, offer a huge opportunity for eBook sellers to aggressively promote their product and reach their customers before anyone else does.
Facebook has more than 1 billion daily active users and the majority of your target customers are already using it.
Why not approach them on a platform they’re comfortable using.
Facebook offers advanced audience targeting features that will allow you to zoom in on your potential customers and maximize your sales.
The costs incurred in paid advertising is a small investment that you should definitely make in order to boost your eBooks sales. Think like a business owner, not just a writer.
5. Creating a Weak Value Package
If you avoid the four mistakes that I’ve mentioned in this post, your eBook launch is likely to be a success. However, if you really want to change it into a block buster sales campaign, offer something valuable in combination with your eBook.
Think like a marketer.
Instead of giving them just the eBook, package it with different value added products such as worksheets, templates, free tools or a free consultation call with you. Convert this simple eBook into an irresistible offer.
Create three different packages for different kinds of buyers. Offer just the eBook at its base price in your basic package. Add a couple of worksheets and resources related to the eBook to create a mid-level package. Add a bit of more spice with a personal call to create the third package.
Price them differently to attract all kinds of buyers. This will also give you the opportunity to upsell buyers later.
Here’s a good example.
Packaging your products intelligently can help you significantly boost your sales numbers and increase the perceived value of your product.
The consumption of eBooks is at an all-time high right now, and the trend is likely to continue for several years. Publishing and selling eBooks has also become much easier thanks to the different tools available on the web. So your chances of success are already pretty high.
You only need to avoid these silly mistakes to ensure that your hard work doesn’t go to waste. Once your eBook is ready for selling, put your marketing hat on and think from your customer’s point of view.
Have you ever sold eBooks to your blog readers? Any plans of doing it this year? If yes, I’d love to hear your thoughts on the post.
Avoid this Blogging Wake Up Call to Enjoy the Journey
Blogging need not be a lesson in harsh wake up calls. You can and will largely enjoy the journey by knowing this: success finds generous bloggers. Let that idea firmly impress onto your mind. Be with it. Allow the idea to worm its way into your consciousness until being generous becomes part of your being. Helping people for free boosts your skills and increases your exposure. Skilled bloggers with massive exposure become successful.
But one wake up call seems to find most bloggers who refuse to learn this lesson. Bloggers need to struggle, fail and suffer because they try to get money and traffic by focusing solely on receiving methods, versus giving generously of their time and talents. Imagine this scenario; a blogger writes and publishes one blog post weekly. Cool. But the blogger sits around and does nothing else blogging-wise for the remainder of the week. Hmmmm…this is not being generous, guys. This is being stingy. Bad move. At week’s end, the blogger did not make a penny of profits. Panicking, the blogger immediately analyzes their various income streams. How can they maximize profits through the streams? What is wrong with their income streams? Did they pick the right streams? Or did they pick the wrong streams? What gives?
Struggling bloggers then spend 2, 3 or 5 hours analyzing their income streams, focusing all of their attention and energy on the GETTING aspect of their blogging campaign. Terrible idea. Why? The reason why you struggle to get is because you refuse to give generously of your time, energy and talents. The income streams? Nope; not a problem. Your lack of generosity is the problem. The wake up call is most bloggers focus heavily on getting when struggling to drive traffic and profits when they should be focused heavily on giving generously. Giving generously leads to greater blogging profits. Instead of writing and publishing one blog post weekly, how about writing and publishing 2-3 posts weekly, weaving some stories into your blog posts? How about you spend 4-8 hours daily generously reading blog posts, commenting genuinely on blog posts, promoting other bloggers and yes, promoting yourself, too?
Put in the giving time to make getting easier and easier. No need to slam into the cold, hard wake up call of focusing selfishly inward, trying to pin your struggles on inanimate, lifeless income streams. You have a giving problem, buddy. Time to be generous. Time to step it up. Write a guest post daily or perhaps, every 2-3 days. Go ahead. Do it. Begin video marketing. Build bonds with bloggers. Help them out. Practice writing. Gain invites to guest post on blogs from your niche. Blogging becomes more fun, more enjoyable and flat out easier if you put in the time, generously helping folks.
Focus heavily on giving. Your star will shine if you generously serve people. On the contrary, blogging and life become so much harder if you obsess over your income streams, analyzing, over analyzing, focusing, wasting precious time and energy on getting, when you should be giving more freely. Blogging feels more fun, too, when you focus heavily on giving, because we were designed to give, to be generous and to serve folks. Doesn’t it feel amazing to help people? Of course, it does. Enjoy the blogging journey and avoid this painful wake up call….plus….you get to sleep in, hehehe 😉
The Importance of Digital Marketing Research for Brands in 2020
One of the key aspects of launching successful marketing campaigns is to conduct market research beforehand. This is no different when marketing on the internet. Digital marketing research is crucial to successful digital marketing, and without it, one can quickly blow through their budget without seeing any type of ROI at all.
A perfect example of this can be seen in social media marketing, where billions of ad impressions are served hourly. The same is also true with paid media marketing and pay per click marketing within Google. There is simply way too much information and user views out there, and if you aren’t careful and are using paid advertising–you could blow through a large budget in a short period of time.
If you have been neglecting digital marketing research prior to launching your campaigns, read on to learn the importance of digital marketing research and why you need to get on the bandwagon!
Digital Marketing Research
Market research helps the marketer understand the market and the trends. The information received can be used to develop a sound marketing strategy. Having an understanding of your audience and how to communicate with them is key to growing your business.
But, how do you go about implementing digital marketing research?
Eyes on the Audience
First, you must know who your audience is. Your business should have a niche target demographic to reach out to. Once you have established who this target audience is, you will have a better idea of how to communicate with them directly.
After you have identified your audience, you will need to get to know them better. You want to know their behavior patterns: how often they shop, what they shop for, what their preferred products are. Using a survey is a great option to ask your target audience questions to garner information about them.
And even better, if you do plan on collecting any type of data from your audience, you should definitely consider your options with remarketing afterward. By this, you can start running Google Ads or Facebook Ads campaigns that target only the audiences that you’ve selected (whether that be through pixel or email data).
Social Media Marketing and Other Digital Platforms
Once you have established your audience, you want to use social media and other digital platforms to market to them. Note: in your survey, it is best to ask them which platforms they prefer.
Essentially, you will be adopting a multi-channel marketing approach to reach your target audience. This means that you will be using different digital platforms to reach your audience, be it through content, social media, or messaging systems such as email, chat, or text messages.
Your market research will tell you which is the best platform to reach your demographic. For example, if your audience are teenagers and young adults – you may opt to use Snapchat and Instagram for marketing campaigns.
An older audience would prefer Facebook or even traditional platforms such as email for newsletters. And of course, if targeting professionals then LinkedIn is your platform of choice.
Who Can Help You and Who Can Challenge You
The importance of digital marketing research extends to knowing who can help grow your brand and who your competitors are.
A prominent aspect of digital marketing is the use of influencers. Use your marketing research to seek out these influencers and ask them if they can help promote your brand. For example, if you ran a company that sold protein powder, you would want to find fitness models who could endorse your products.
Similarly, use your marketing research to learn who your competition is. You can also look at their marketing campaigns to get an idea of what you are up against.
Get The Ball Rolling
Now that you have learned about digital marketing research, it is time to get the ball rolling. By following each of the recommended steps and methods above, there is no reason why you shouldn’t see improved numbers across the board. Digital marketing is changing all of the time, and so are the ways in which you can target and reach new audiences.
Research your target audience and ask them what their needs are. Determine your platforms of choice. Utilize influencers and keep a watchful eye on your competition.
Are you looking for more tips on how to use your blog for marketing purposes? If so, then browse around our blog for more of our latest content.
Do You Honor the Law of Lag?
The law of lag is always in effect. How it works; you generously, patiently and persistently help folks, trust in the process and yeah, make sure you promote yourself freely, too, OK? Be patient and persistent. Relax. A lag exists between you working generously, and, actually seeing traffic and profits increases. I refer to this as the law of lag. Lag times exist between you doing what works blogging-wise and seeing specific traffic and profits increases. Relax. Take a chill pill. Do not panic. Never believe that 0 traffic and 0 profits over the first few weeks of your successful blogging campaign indicates being generous, patient, persistent and trusting is NOT working, guys. Far and away, this is hands down the biggest mistake I see in blogging. Bloggers do not honor the law of lag. Bloggers panic and bail because they see minimal or no traffic and profits increases, during weeks or months, after they follow the successful blogging route.
See the journey through guys. Honor the law of lag. Know how it takes time and practice to become skilled enough and to yield enough exposure to actually boost your blog traffic. Boosting your blogging profits takes a bit longer, usually. Honor this lag time between work and results to become a highly successful, prospering blogger. Imagine being a doctor. During your first 3 months in pre-med, do you panic and bail because you have not made a cent through being a doctor? Nope; of course not. Do you panic and bail during your 6th year of medical studies because you have not made a penny from being a doctor? Nope; of course not. Do not panic and bail if you have not made a penny during your first 6 months of generously creating and connecting. Be patient. Good things take time. You need to become more clear and skilled in order to gain credibility in the eyes of readers. Plus you need to gain greater exposure by generously posting to your blog and by guest posting.
What happens when business slowly, steadily begins to grow? Now it’s time to learn how to better serve your customers. Nobody knows how to serve customers and clients fully until serving customers and clients in real world circumstances, gaining critical experience without a mentor or coach looking over your shoulder. I learned priceless lessons by boosting my traffic, by meeting more folks, by coaching clients and by interacting with customers. I had to put in the time and be patient during seeming lulls, or lags, to be a full time blogger. Being patient, persistent and generous made me the blogger I am today. You never grow until you go through testing periods where nothing appears to be happening but where everything is happening more quickly than you could ever see, in the background. All grows exponentially under the surface but only slowly and steadily bubbles up as profits and traffic stats. Envision the slow burn, bubbling up as a lag that cultivates your generosity, patience and persistent, and, your trust in self, as well as your trust in the blogging process.
I believe in you. See the journey through. Honor the law of blogging lag.
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