they’re perfect for nurturing leads before, during and after a trade show. Many people are looking to consume in-depth content about a specific topic, and e-Books can easily fill that role. Plus, providing quality content can drive more traffic to your website and help establish your brand’s credibility.
If you’re looking for a straightforward guide on how to create e-Books and distribute them so you can better nurture leads, grow your customer list and more, we offer ideas.
Conduct customer research
To determine your e-Book’s focus, think about what you can provide deeper insights on that your audience would find useful. For example, a construction or remodeling company could write an e-Book on how to DIY a particular project. Or one that explains which building materials work best for which applications.
Once you’ve determined your topic, reach out to a few past and current customers. Ask them what questions they have about the topic. Use your customers’ responses to guide your e-Book’s direction.
Be sure to offer a creative thank-you gift to show gratitude for their response. Choose giveaway ideas that promote your business like a silicone pot holder or seed kit. Or place everyone into a prize drawing for a stainless steel watch.
Keep writing straightforward
Before jumping in, start by outlining the structure. Create a table of contents that lets people know, at-a-glance, what they’ll learn. Write each chapter so it can stand on its own but also flows with other chapters. Avoid sounding too sophisticated by keeping your language straightforward. People appreciate conversational content.
Format with bold text, white space and bullet points to make your e-Book easy-to-read and engaging. As for length, e-Books can be five or 50 pages long. Use your research to determine how much information readers need to know at the point you’re targeting in their customer journey.
Include complementary design
Adding pictures and graphics to your e-Book helps ensure your content resonates with as many people as possible. Choose complementary visuals that help readers further understand the written content. Infographics, charts and stock photos that reflect your copy are all good additions.
Incorporate your brand colors as much as possible to further brand awareness. Be sure to include your logo in the header or footer of each page. Consistent presentation of your brand—which includes colors and logo—can
Choose the best format
A popular e-Book format is PDF. PDFs work well on desktop and mobile devices. EPUBs (which stands for “Electronic Publications) are designed to adapt text for different sized mobile devices and tablets. If you know your audience uses tablets and smartphones more than desktop computers, an EPUB may be a better option.
Use e-Books in ongoing conversations
Create a landing page for leads to download your e-Book. Use the headline and page copy to tell people what they’ll gain from reading the e-Book. (Hint: This is where you want to let your customers know your e-Book has the answers they’re looking for). If you’re promoting your e-Book at a trade show, imprint brochures or banners with a QR code that invites them to download the e-Book in exchange for their contact information. You can send a follow-up email to the attendee list inviting them to do the same. Offer a limited-time giveaway or drawing for anyone who downloaded your e-Book within a week of your trade show. Giveaway ideas include matte coffee mugs, spinning charcuterie boards and sling coolers.
Let e-Books bring in leads
By offering potential customers an e-Book that provides the value and knowledge they seek—and handing out giveaways that promote your business—you can more easily nurture leads and grow your customer list.
- Use e-Books to provide in-depth value
- Choose visuals that complement the copy
- Keep e-Books as part of an ongoing conversation