Your email service may also have an option to embed the email sign up form directly into Facebook. Use every tool at your disposal.
5. Marketing Your eBook
Aside from the standard announcements on social media and a blog post on your own site, there’s some critical things you need to do for this book to take off. If you didn’t nail step 1 in this article though, you won’t be able to do this part.
Let’s pretend your eBook is about personal finance and it covers budgeting, debt reduction, college, marriage, and retirement.
What you want to do is start developing each individual subject from your book into it’s own blog post. This is where you can get killer content ideas for guest posting on other blogs. Take one chapter of your ebook, develop it out as an independent post, and then direct people to your ebook for more information. Doing this in multiple guest posts is extremely effective. If you can’t get traction guest posting elsewhere, do it as a series spread out on your own website.
This also re-emphasizes why it’s so important to put as much value into the ebook as possible. Your content marketing strategy for this ebook is going to orient around consistently reminding people about the value in it and showcasing that with excerpts, highlights, and additional resources.
You should also be regularly posting content from the book via social media channels. Post quotes or short excerpts on Facebook, Twitter, and Tumblr. One way to make it easy for people to tweet take-aways is by building the tweet for them with a service like ClickToTweet.com.
It also helps if you can squeeze in a hashtag specific to your ebook for both Facebook and Twitter.
A YouTube video is an integral part of your marketing strategy. Avoid having a long detailed video, and avoid the hype-building trailer. The goal of a video should be to clearly show what the book is about and give a taste of the material that is in there. If they like it, they can subscribe to your email list to get more. The same goes for podcasting, or doing interviews on other well-known podcasts.
The important thing is remembering that this is something you will be promoting for a long time. In the beginning you will be monitoring your sign-ups daily, but once the excitement has worn down, set up regular check-ins at least monthly to monitor your stats. Keep tweaking your signup forms and see how you can convert your traffic to sign up for your list.
6. Tracking the Downloads
Connecting Google Analytics is the easy part. The hard part is seeing how many people actually downloaded your ebook. There isn’t a built in way to do this so it will take some tweaking on your part.
The short answer is to track them using a Event Tracking. This is essentially a way to record an ‘event’ when the reader clicks the PDF link, and then tracks it in your Analytics account under events.
If this sounds complicated to you, follow this easy guide to setting it up:
Having these analytics will give you a big picture overview of just how many raw downloads of the ebook there are.
7. Make eBook 2.0
Over time, you will start to find additional material and resources. You’ll get additional questions and problems that you want to address.
Keep working these into your ebook until you’re at a point that you can offer up an updated version. There’s no need to repeat all the steps above. Simply upload it to the same location (i.e. so your permalink to the file stays the same as the old version), and announce that a new version is out along with what has changed. These revisions will help give you spikes in traffic (and signups).
The timeframe for this varies based on your industry or subject. For some it maybe prudent to redo this in a month, and for some it might be 2 years. Either way, make sure that a process is in place to be continually working on it.
8. Additional Resources
Pat Flynn’s blog has a lot of excellent resources: