How to Get People Excited for Your eBook Launch
Updated: May 30, 2019
So, you’ve written and edited the content of your eBook, designed and formatted it into a professional-looking PDF document, now you’re ready to launch it and make some money.
Not so fast! Unless you are Gary Vaynerchuk, Tony Robbins or any of the other well-known experts that can sell out seminars and courses within hours, it’s unlikely there will be great demand for your eBook once it goes live. Simply launching an eBook and announcing it on social media will not drive hundreds of downloads; you need to build anticipation and generate excitement among your audience before your book goes live to the public.
There are a few steps you need to take to build interest and ultimately drive purchase conversions for your eBook.
Create Your Lead Magnet
Many people who see your promoted product are just being introduced to your business for the first time. There are certain things a potential buyer has to know or experience with you before they buy your product.
To build interest in your eBook, you’ll need to first convert your social media traffic into leads by promoting your lead magnet.
What is a lead magnet?
A lead magnet is an offer (usually free) dedicated to giving your website visitor some relevant value in exchange for their contact information .
Lead magnets do not have to be complex, lengthy or time-consuming to create. Simply, find a solution that addressed a specific problem that your target customer experiences that will also entice your audience to opt-in to access. Is there something within your content (ie. social media posts, blog posts, email newsletters, etc.) that you can pull content from to create a lead magnet? It could take the form of a worksheet, checklist, cheatsheet, template, infographic, case study, and many more.
Create a Landing Page for Your Freebie
When someone clicks on your call-to-action (CTA) — an image, button, or message that encourages your audience to access your lead magnet, the CTA takes your prospect to a landing page, which is a web page that is designed to capture contact information in exchange for the offer.
You can create landing pages using Unbounce, Leadpages, Clickfunnels and more, or if you are technically savvy and know HTML and CSS, you can create it yourself. Email marketing platforms, such as Convertkit and Mailerlite, offer landing page creation as a feature.
Set Up Email Marketing Campaigns
Once your prospects opt into your email list, it’s time to start engaging and building interest and trust with your subscribers through your email marketing campaign.
Set up your automated email sequence to keep your subscribers engaged and ready to open your emails. The length of your campaign and the nature of your business should determine how often your emails are sent.
Email #1 should include the delivery of the lead magnet that they opted in for. Email #2 should be a “Welcome” email where you introduce yourself and what the subscriber can expect from your emails.
The subsequent emails should move your subscriber from showing interest in your business to actually buying your product offer, which in this case is your eBook. These emails can consist of tips, videos testimonials, reviews, case studies, new blog posts, contests, updates regarding the launch, press coverage, etc ...you want each email to continuously build brand affinity among your subscribers.
Promote Your Lead Magnet
You’ll need to promote your lead magnet across various social media channels to grow your email list. This can be achieved organically and through paid social media ads to help extend your reach.
Create Your eBook Landing Page
I recommend creating your eBook landing page in advance of your launch. Keep it private until launch day.
Create a landing page on your website where you include your book cover image, write compelling copy about your eBook, show the benefits of it, and create the hook.
If people are buying directly from you, link the Call to Action button (your ‘buy now’ button) to your payment gateway on your website, or link it to your Amazon Kindle Direct Publishing book page once it’s live.
Create Supporting Content
Pull bits of content from your eBook and repurpose into other formats: quote cards, Facebook posts, Instagram posts & Stories, etc.
You can also write blog posts that relate to the topics of your eBook. Be sure to place the eBook CTAs within the blog post.
Promote Your eBook Among Your Social Media Followers
I provided a few ideas of how you can build excitement for your launch among your social media followers:
Post social teasers - tips, how-tos, interesting facts, key quotes, etc. from your eBook. Encourage your followers to swipe up or click the link in your bio to download/buy your book.
Run a giveaway contest
Select a few of your followers on Instagram or Facebook to do a review. Send them a free, advanced copy of the book before it launches and ask them to share a review on their social media channels.
Create a week-long challenge. Give your followers a sneak preview about what’s to come in the book and build their interest.
Add the landing page link to the publication section of your profile and include a testimonial or a positive review of the eBook in the description box
Post social teasers
Create and share a SlideShare deck about the book’s main points
Run Targeted Instagram/Facebook Ads
You’ll want to drive as much targeted traffic as you can to your eBook landing page when it launches, so it will be a good idea to run targeted ads on Instagram and/or Facebook for a few days or weeks to increase your reach.
Here are a few Facebook advertising strategies to consider deploying:
Take advantage of Lookalike audiences (composed of people who share the same basic characteristics of your current customers or leads)
Retargeting ad that shows your ad to users who saved or engaged with your previous lead magnet ad
Retargeting ad that shows your ad to users who have visited your website
Retargeting ad that shows your ad to users who opted into your email list
Guest blogging on popular sites can enhance your authority and reach, while introducing your content to new targeted, passionate communities.
To find guest blogging opportunities, look for popular blogs and publications in your niche that take guest posts and have an engaged audience. Do a Google search with a relevant keyword + “write for us” or “contribute” and see what you find. Make a list of prospective sites and try to estimate how much traffic the site gets - look for sites that have a high number of social shares or ten or more comments per post.
If you're new to guest blogging, don’t rule out smaller sites within your niche that have engaged audiences.
Before you submit a pitch, make sure to review any guest posting guidelines on each site. Remove sites from your list that do not allow guest bloggers to include direct backlinks to their book pages or blogs. Remember, you are guest blogging for exposure and to bring readers back to your page.
Republish on Medium
You can get your content and your brand in front of new audiences by republishing your supporting blog posts and one or two chapters from your eBook to Medium. Be sure to include the CTAs to your eBook landing page in your posts.
Ready to Plan Your eBook Launch?
Yes, it can all seem daunting and overwhelming, that’s why it’s equally important to start outlining and setting timelines for your promotional campaign at least three months ahead of your eBook launch date.
Set up a content marketing calendar to organize and schedule your promotional activities and tasks.
Need help with planning and implementing your content marketing campaign? Schedule a free consultation with me today.