How to use E-Books for Lead Generation | AcademyOcean

How to use eBooks for Lead Generation

Today we want to talk to you about effective lead generation, particularly within the B2B segment. Of course, many strategies work similarly in B2C, but since AcademyOcean is a B2B company, we want to stick to our niche for this one.

What exactly are eBooks?

eBooks are digital publications that can be accessed from almost any modern device, including e-readers, tablets, smartphones, and desktops. Unlike conventional printed books, eBooks are delivered electronically, making them widely available. They are available in various forms, the most popular of which is PDF, but they can also incorporate interactive components, video, and hyperlinks. 

What is lead generation?

Let’s first define what we are talking about. Here is a definition by Marketo:

Lead generation is the marketing process of stimulating and capturing interest in a product or service for the purpose of developing a sales pipeline.

The key phrase here is “capturing interest”. You need to offer something so valuable or interesting, that people will be willing to give you something in return — their contact details at the minimum.

Marketing eBooks as lead magnets

Remember, we are talking about B2B lead generation. In B2C you can capture your prospects’ attention with entertaining content, build a personal relationship and have an overall more casual interaction.

When two companies communicate it’s a lot more business, less pleasure, so everything usually revolves around value: “What can I do for you? What can you do for me?” — this type of relationship.

Many companies use eBooks and online reports to research and capture the attention of their potential B2B clients. This is, actually, not too surprising, since research shows, that:

B2B buyers are 63% more likely to share their name and email address in exchange for ebooks – DemandGen

Here are some of the best topics for B2B eBooks:

• Detailed guides to achieve certain goals (i.e. Marketing strategy guide)
• Templates for specific tasks (i.e. Content calendar template)
• Industry trends reports
• Statistical data for the company’s niche

Once the eBook is ready, it is usually given away in exchange for the person’s name and email address. Some companies (for example, HubSpot) require much more information, i.e. a form with up to eight information fields to fill out.

In exchange for the contact details, the user receives a PDF eBook with the promised information. Hopefully, he or she will find that information valuable enough for it to be the first building block of a future business relationship.

One of the best examples of effective lead generation through eBooks comes from previously mentioned HubSpot. Among their top lead magnet pieces, eBooks (marked as green) are ranking close to the top and were shared more than 13,000 times combined.

How eBooks generate leads

Using books on lead generation as tools may benefit organizations, particularly in the B2B sector. Here's a step-by-step strategy for using a lead generation ebook to create leads:

1. Identify your audience

Learning your audience before you decide to write and publish anything is critical. Recognize their wants, difficulties, and interests. Customize your eBook's content to target these unique problem areas and deliver relevant answers.

2. Promote, promote, promote

The creation of an eBook is only a part of the whole work. To reach your intended audience, you must adequately advertise it. To promote your lead magnet ebook, use multiple marketing platforms such as social media, emails, and your own or rented website. Consider sponsored advertising to broaden your reach.

3. Ensure that your landing page is easy to find

The landing page must be simple, clear, easy to navigate and beautiful. Thus, you will raise the chances of purchasing and downloading your book. Make sure this page is easily located in search engines and is conversion-optimized. To influence downloads, provide an engaging call-to-action and a clear value proposition. 

How to write an eBook

Writing an eBook takes meticulous preparation and execution. Here's a seven-step procedure to help you get started with creating ebooks:

Understand your audience

As previously said, knowing your audience is critical. Investigate their problems, hobbies, and preferences. This comprehension will influence the content and style of your ebook of marketing.

Brainstorm and conduct research

Create a list of topics for your eBook. Conduct extensive research to gather data, facts, and insights to support your selected case. Make sure that your ebook writing contains valuable and reliable information.

Create an outline

Make a clear overview of the content of your eBook. This template will act as a road map for your writing, allowing you to organize your marketing ebook successfully.

Craft an attention-grabbing title

A captivating title is essential because it forms the first impression, communicates content relevance, distinguishes your work, boosts SEO, impacts click-through rates, engages readers, and shapes your brand identity. It's the key to attracting and retaining your audience's attention and interest.

Start writing in parts

Begin by dividing your eBook into manageable sections or chapters. Concentrate on providing your audience with relevant insights and actionable suggestions. To guarantee comprehension, use simple and succinct language.

Make it visually appealing

Add visuals to your eBook, such as photographs, charts, and infographics. Visual features help to break up text and make it more interesting. Make sure the design is aesthetically appealing and easy to read on various devices.

Convert it into the desired format

When you've finished the work, make sure the material is converted and saved in the required format, such as PDF or a specific eBook format. The more devices that support the chosen format, the better. 

The future of eBooks

While being one of the most effective lead generation tools, eBooks face a challenge as marketing and online interaction evolve over time. After all, the PDF format (which almost every eBook uses) has been around for more than 25 years and hasn’t changed much, while the way people consume and interact with content online has changed drastically.

According to Inc.com, companies are already moving towards more interactive content to keep their audience engaged.

93% said interactive content is somewhat or very effective at educating the buyer, compared to 70% for static content – Inc.com

Applying this notion to the B2B segment, however, proves to be a challenge for a lot of companies on the market.

60% of B2B content marketers say producing engaging content is their biggest challenge – CMI / MarketingProfs

Old static content like long PDF eBooks lack many of the modern requirements for easy-to-consume and valuable content:

• No interactivity (only static content)
• Not mobile-friendly
• Rapidly loses relevancy (can’t be updated without redownloading)
• No data about user interaction

The last point about user interaction is especially noteworthy because knowing how people who downloaded the eBook used it may be game changing when it comes to future interactions with them.

For example, if you know that a person read your eBook all the way through and then returned to read specific sections of it, then you can have a more detailed and productive discussion with them on that specific topic, instead of starting the conversation with: “So, how did you like our eBook?”

In other words, when you know how people consume your content, you can make better decisions and build better connections.

The old PDF format, unfortunately, can’t give such information. All you know is that people downloaded your eBook and hope they’ve read it. But we are not here to downplay PDFs and discourage you from using eBooks, on the contrary — eBooks are still one of the best ways to capture high-quality leads. It’s just that times have changed and eBooks must too.

Thankfully, new technologies like Adobe Spark and eBooks by AcademyOcean are making their way into lead generation and help transform eBooks into a modern, easy-to-consume, valuable pieces of content.

If you have questions about how you can use eBooks by AcademyOcean to generate high-quality leads for your business, don’t hesitate to contact us through our website or on social media.