This month we'll explore the topic of Gaining New Leads through eBooks. Join us for this webinar as we get an overview of how important gaining new leads through eBooks is for your organization.
2. Today:
Leads – Why You Need Them
eBooks – Powerful Call-to-Actions
eBooks – How to Produce
Measure for Success
3. What Are Leads?
Lead Generation:
“Initiation of consumer interest or inquiry into products or
services of a business.”
Marketing Leads – “brand-specific leads generated for a unique
offer”
4. Why Do You Need Them?
Growth
Revenue
Membership Base
Exposure of Your Brand
Find your people / tribe
9. Why are they so difficult to acquire?
Perception
expensive
sales-oriented function
Lack of awareness
Digital Marketing
Audience segmentation
Personalization / Persona identification
No one fishes where the fish are
Social Media
Heavy reliance on email alone
10. What is an eBook?
“Book publication made available in digital form,
consisting of text, images, or both readable on a computer
or other electronic device”
“Although sometimes defined as an electronic version of a
printed book, some ebooks now exist without a printed
equivalent”
11. Faster rate of adoption today – why?
Shift in audience demographics
Millenials
YouTube as the source for “DIYers”
Traditional print still popular with other generations, but often
complemented by other digital sources of information
Easier to produce
Cost effective
Digital marketing leveraged to widen exposure
12. Why are eBooks Effective for Lead Gen?
Cost of Production
Multiple use
Leverage in many digital channels
Shareable
Updateable
Can support SEO
Provides additional data insights
13. eBook Ideas for Associations
Annual Reports
Career Profiles
Deep Dive on Critical Issues
Overview of Advocacy Platform
Industry Research
14. What to Consider in Creating eBooks?
Need appealing and relevant content that is in a format
optimized for online use
Is not the same as a PDF!
Convert the PDF into html5 format for online reading from a url link
Content is offered for free in exchange for information
Need Landing Pages to convert prospects into leads
convince them to submit information
15. What do you need to get going?
Your Campaign Elements:
eBook – your offer
Landing Page – how you’ll explain / pitch your offer
Form – data you want in exchange for eBook**
Workflow – how you’ll follow up with your leads (optional
but highly recommended)
21. Campaign Goal
Collect insights and contact information for targeted
personas
Provide an offer that is compelling to the persona
Collect initial email address and then initiate workflows
for additional follow up
End-goal is to get qualified leads and eventually convert to
members
22. Target Audience / Personas
Young professionals in Payroll
who are looking for specific
information on basic topics in
the field
Don’t know who APA is
Likely tasked to get something done but
with not a lot of internal, hand-on
training
Generation: Millennial
23. Landing Page
Visual Branding
Web Page – SEO optimized
Offer is clear – note
positioning of message
24. The Ask
The Form – the most
important element of the
campaign
How much data can you get away
with asking?
What will you do with the data?
25. Thank You
Thank you page is to the
point – not too overwhelming
Secondary user journey
back to a section on the site
Automated email on its way
26. Email with Download
Link
Automatically sends when
form is submitted
Get to the point – give them the
offer!
27. Automated Workflow
Build branches – for those
who clicked on the link to
download – wait 1 week and
send next offer
Those who didn’t – wait 3
days and remind that the
offer is waiting to be
downloaded
28. How to Measure Success
Identify your metrics:
# of email clicks
# of landing page views
# of form submissions
# of download clicks
Page referrers – where is your traffic to your Landing Page coming from?
Direct Email
Organic Search
Direct Traffic
Referrals
29. Summary
eBooks powerful way to generate leads
Make sure your eBook is relevant and useful
Leverage digital marketing to build exposure
Optimize all your campaign elements for the lead gen
activity
Don’t forget to measure results and refine!