How to create_an_e_book
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    How to create_an_e_book How to create_an_e_book Presentation Transcript

    • Grow Your Own Content Library eBooks Made Easy How To Create eBooks That Drive Leads And Increase Revenue
    • Introduction: eBooks Bring Your Leads Closer to Purchase-Ready As a largely visual story, eBooks are great content pieces any business owner can use to start a library of deep, authentic content. In this format, buyers can consume large amounts of granular information in a very short time frame. And as a seller, the more buyer centric content you can provide a buyer, the more likely you are to be the one they select to buy from when they are ready. For senior managers who want to increase revenue and close sales from new customers, this eBook will teach you how to: • Select a topic buyers want to know about • Write a compelling headline • Write an engaging introduction • Generate quick eBooks using body templates • Conclude the eBook with calls to action • Format the eBook for skim readers • Design an attractive and clear eBook • Promote the eBook The more buyer centric If the ideas in this eBook are not followed, you will continue to see a weak return on your current marketing content and miss revenue opportunities. content you can provide a buyer, the more likely you are to be the one they select to buy from when they are ready. www.theromgroup.com 920.964.5564 2
    • eBooks Drive More Leads Generate Leads While conducting a search on the same topic, you and a peer are more than likely to use very unique search phrases. Your buyers are no different than you, but there may be thousands of them, all with their own thousands of individual search phrases-- making SEO virtually impossible. These unique phrases are called longtail search phrases. The only way to get found in the myriad of search phrases is to publish relevant, granular content. Content in its entirety, rather than phrases, drives searchability. Google relies on your content for the most relevant match between the search phrase and your Web site. Capture Leads After being referred to your Web site from a social media site or search engine, the valuable content will encourage your buyers to register to receive it-- growing your lead database. You can provide further content to these leads and drive them through the Purchase Decision Process to purchase- ready. www.theromgroup.com 920.964.5564 3
    • eBooks Help Nurture Leads More Efficiently Nurture Leads Every lead, before deciding to buy, goes through a series of steps called the Purchase Decision Process. It consists of five stages: 1. Discovery: buyers realize they have a problem and begin seeking someone or something to help them solve their problem. 2. Information: buyers are actively finding information that answers their questions, solves their problems or shows them how to accomplish a task. 3. Endorsement: buyers read and see what their peers are saying about a product or service. 4. Proof/Demo: buyers want to make sure the solution accomplishes what they need it to do. 5. Conversion: buyers want to purchase the product or service in a way that is easy for them. Buyers want to go through this process without being forced to have a live interface with a sales person. By providing the content that fulfills the above buyers’ needs, you can continually stay in front of these leads, guiding them through the Purchase Decision Process. www.theromgroup.com 920.964.5564 4
    • Find The Topics Buyers Are Looking For Buyers are looking for content that helps them with one or more of three things: 1. Answers to their questions 2. Solutions to their problems 3. "How-to's" that show them how to accomplish a task To give them this information, find out: • What questions buyers are trying to answer • What problems they are trying to solve • What tasks they are trying to learn how to accomplish 1.Answers to their Following are a few channels to monitor and get the topics buyers are questions interested in. 2.Solutions to their problems 3."How-to's" that show them how to accomplish a task www.theromgroup.com 920.964.5564 5
    • Listen To Buyers On Social Media Social Media First of all, know who you're target audience is. Find out what they are saying through Web 2.0 tools: • Social Mention • Google Alerts • Google Blog Search • Google Search on specific content topics • Forums • Targeted LinkedIn groups Once you are listening, be alert and document their complaints, concerns, what they see as valuable and what they need. Further probe and engage your audience with surveys. Remember, DON'T SPAM - don't ever come across as if you want to sell something. You will be shut out immediately. Find out what they are saying through Web 2.0 tools. www.theromgroup.com 920.964.5564 6
    • Pay Attention To Topics Buyers Actively Seek Industry Articles In industry publications, pay close attention to your buyer’s quotes. From the mouths of your buyers, you will be able to deduce exactly what information they are seeking. "I currently am trying to get my company on social media, but I don't have enough time." From this quote, a company that provides services to this buyer could provide information about how to become more efficient on social media sites. Industry Associations Industry associations exist for the mission of following and reporting on industry trends, news and advocating on behalf of members. These groups often provide conferences with speakers on various topics they know are very important to the majority of members. When the Economic Recovery Act passed in 2009, millions of dollars were allocated for the advancement of broadband communications. At telecommunication industry events, associations brought in speakers to provide information that answered their members' questions surrounding the Act. A company that provides services to the telecommunications industry could have taken the hint and provided information to telecommunication providers about how to gain the funds or how to get the most out of the funds received. www.theromgroup.com 920.964.5564 7
    • What Are Buyers Telling You Without Words? Web Analytics There are numerous sites and reporting tools that can show you which content is popular. A simple and free tool is Google AdWords. Here’s how to use it: • Create a Google account • Go to Google AdWords • Click “Start Now” in the upper right corner and follow the instructions • Once you have your account set up and verified, find which content will help your client base the most • Login to Google AdWords and go to the Home Page • From the tabs at the top of the page, click on the “Opportunities” tab • In the left-hand toolbar, find the link for Keyword Tool and click the link • Enter your Web site address into the text box and click “search” • Once the list populates, check all three boxes, “Broad,” “[Exact]” and “Phrase,” found at the bottom left hand corner; the list should auto populate again • Download the information into an excel grid by clicking the “Download” button directly above your keywords • Save it as a CSV file for Excel • In Excel, delete the following columns: Competition; “Ad Share”; “Search Share”; “Estimated Avg.”; and “Extracted from Webpage” • Sort the data based on the highest Global Monthly Searches by: right- clicking in the “Global Monthly Searches” cell; hovering over “Sort”; clicking “Sort Z to A” • You now have your top keyword searches based on your website and There are numerous sites and reporting tools that can show you which content is popular. Google Searches, letting you create the most relevant eBook www.theromgroup.com 920.964.5564 8
    • Ask Buyers About Their Problems Customer Surveys The surveys should not ask buyers what they think about your product, but what problems they have with the general task they are trying to accomplish. For example, if you make pens, don't ask buyers what they think about the colors of pens you offer or if they like gel or ballpoint. Instead, ask buyers what problems they have when taking notes. From the results, create information that helps buyers take better notes. Being helpful will draw buyers to read your content and allow you to stay in front of the buyers until they are ready to buy. The surveys should not ask buyers what they think about your product, but what problems they have with the general task they are trying to accomplish. www.theromgroup.com 920.964.5564 9
    • 3 Quick And Effective eBook Templates After you know your topic and have all the information you need to answer the buyer’s problem, answer their questions or provide a how-to, you can now select the best format and write the eBook. Without having to reinvent the wheel every time, the templates that follow will allow you to simply plug- in your information. Use one of these three eBook templates to begin writing your content: • The Numbered List • The Time Tunnel • The Case Study Without having to reinvent the wheel every time, the templates that follow will allow you to simply plug-in your information. www.theromgroup.com 920.964.5564 10
    • Template 1: Readers Love Lists The Numbered List Readers love lists. They are easy to read and predictable-- a great characteristic to get time-challenged readers to engage. The numbered list format offers X number of ideas centered around a common theme or subject. Here is an outline of a numbered list eBook: So You Don't Have A Rich Uncle: 9 Fresh Tactics That Combat Funding Shortages 1. Utilize the inmate workforce 2. Outsource operations 3. Shop around for the best price 4. Avoid lawsuits at all costs 5. Weigh the costs of facility updates to new building operations savings 6. Build small and plan big 7. Improve inmate and staff flow throughout the facility 8. Implement green tactics 9. Research how other operators save money The number of items in the list is completely dependent on the amount of information you have. Longer lists aren't necessarily more effective-- the key is to have the best information possible. Lists are easy to read and predictable-- a great characteristic to get time-challenged readers to engage. www.theromgroup.com 920.964.5564 11
    • Template 2: Show Readers “How-To” The Time Tunnel As a modified numbered list, a time tunnel eBook arranges content in order of progression. This type of eBook is great for explaining processes. The eBook you are reading right now was founded on the time tunnel template. The topics of this eBook are laid out according to how it makes sense to create an eBook: 1. Gather topics and information 2. Choose a template 3. Write 4. Write a headline 5. Write an engaging introduction 6. Write the conclusion 7. Lay out the eBook for skim readers 8. Add color to the eBook 9. Publish and promote the eBook Step 2 Step 1 Step 3 Time tunnel eBooks are great for explaining processes. www.theromgroup.com 920.964.5564 12
    • Template 3: Demonstrate Your Expertise Case Study Case studies exhibit how your company assisted in solving a client's problem. They are very powerful when a buyer is seeking endorsement or proof that your solution will do what they need it to do. Components of a case study include: The Situation In a case study, it is easy to tell a story that is only focused on the client you helped. The purpose of a case study however, is to create empathy in the audience-- tell a story that can be related to several audience members rather than just the one client you helped. Depict what was going on in the market when you came to the rescue. The Problem The problem section explains in detail the client and their problem. This section should include the "so what." What was at stake if your client did not Case studies are very solve the problem? powerful when a buyer is The Solution The real solution to the problem is not your company or your products. The seeking endorsement or solution is "how" you did it. Explain the process and steps that were taken to solve the problem. If there were hiccups in the process, don't skip those. proof that your solution Buyers expect problems; they want to know how you overcame those. will do what they need it to The Result The results section explains the solution's outcome. Include both the technical do. and business benefits here. www.theromgroup.com 920.964.5564 13
    • How To Write A Compelling Headline Take a quick analysis of how many headlines and titles you flash through in a day. What items do you actually stop and read? Chances are if the headlines have one or more of the following characteristics, you took time to read deeper into the content: 1. Numbers 2. A Promise of benefit 3. A “How to” To get in the habit of writing headlines that grab reader's attention, be conscious of the headlines of articles you select to read. Ask yourself, how did the title get me to read deeper? To get in the habit of writing headlines that grab reader's attention, be conscious of the headlines of articles you select to read. www.theromgroup.com 920.964.5564 14
    • Lure Readers With A Meaty Intro The introduction summary provides a synopsis of an entire eBook within one concise page. The introduction allows readers to determine whether the eBook will be a good investment of time. The introduction needs to answer the following questions: • Who is the eBook for? • What will the reader gain from reading? • What is the risk of not reading the information in the eBook? • What can the audience expect when reading the eBook? • What would you like the audience to do after reading the eBook? The introduction allows readers to determine whether the eBook will be a good investment of time. www.theromgroup.com 920.964.5564 15
    • Never End The Story With A Death The conclusion should not simply summarize the content of the eBook. It should offer a chance for readers to engage with your company and get more information if needed. For skim readers, a conclusion is a natural stopping point. A conclusion that shows the reader the value of the piece will encourage them to dedicate more time into reading and understanding the concepts presented in the eBook. The key is to offer value. A conclusion should help buyers take the next step in the Purchase Decision Process: • Remind readers what was covered in the eBook • Encourage readers to apply the ideas of the eBook to their businesses • Offer an opportunity to engage: • Customer survey • Subscribe to your blog • Subscribe to your newsletter • Get more content (whitepaper, video, blog) relevant to the topic covered in the eBook • Offer a free service from your company The conclusion should offer a chance for readers to engage with your company and get more information if needed. www.theromgroup.com 920.964.5564 16
    • Create eBooks For Readers Who Don’t Read Time-deprived decision-makers need content they can quickly skim through and understand what they can get out of it. When creating an eBook, write it to take on the form of an onion-- think layers. Readers will peel away the layers and engage deeper into the eBook if they find value in the skimming layers. The layers you need to include in your eBook follow. Readers will peel away the layers and engage deeper into the eBook if they find value in the skimming layers. www.theromgroup.com 920.964.5564 17
    • Layer 1: Give Me The Skinny When buyers take their first look at an eBook, they quickly page through the entire document trying to find pieces of information that might be of interest to them. This process usually takes about a minute and will determine if they choose to spend more time reading. At this point: buyers are seeking to answer two fundamental questions during this layer of reading: • Will this information provide valuable answers that can solve a business problem I am experiencing? • Will this eBook be a good investment of my limited and important reading time? Readers look for the following elements: • Callouts/pull quotes • Illustrations • Shaded text boxes • • Introduction Conclusion This process usually takes about a minute and will determine if they choose to spend more time reading. www.theromgroup.com 920.964.5564 18
    • Layer 2: Get My Feet Wet Once readers have found rewarding informational elements in layer one, they will devote more time to understanding their meaning. Readers will read information surrounding the major elements of the skimming layer. This process usually takes about 15 to 30 minutes. If the information answers some of their key questions or seems to address current business needs, then they advance to the third and final layer. www.theromgroup.com 920.964.5564 19
    • Layer 3: Dive In and Pass It On Once rewarded with valuable information in layers one and two, readers advance to the third and final layer. They will devote as much time as necessary to reading the eBook. At this point, the reader is more likely to forward the eBook to subordinate or another member of the decision-making team with recommendation to report back with comments and/or opinions. www.theromgroup.com 920.964.5564 20
    • Design: Less Is More Adding design to an eBook can be a little or huge undertaking depending upon your capabilities and your audience. Remember that the most important part of any eBook is the message. The design should assist buyers in attaining the information that solves their problems, answers their questions and shows them how to do something. Distracting design will get in the way of your message. Again, consistency and predictability is key. Don’t redesign every page; create a rule and stick to it. Here are a few elements that need to be on each page: • Header • Body Text • Page number • Your company’s Web address • Your company’s phone number Don’t redesign every page; create a rule and stick to it. www.theromgroup.com 920.964.5564 21
    • Use Your eBook As A Tool To Drive Leads And Sales Okay, so you have an eBook. How can you get the most out of it? • Post the eBook on your Web site and set up registration • Promote the eBook on your blog and in social media • Create a blog calendar based on the eBook’s content; think of each page of the eBook as a blog topic • Create a webinar about the blog-- invite your leads • Produce Web casts on focused topics in the eBook www.theromgroup.com 920.964.5564 22
    • Conclusion: Elements Of An Effective eBook This eBook described how to create eBooks that bring buyers closer to purchase-ready. If you implement the following elements into your eBooks, you will see a dramatic increase in leads and sales: • Select topics that buyers want to know about • Write a compelling headline • Write an engaging introduction • Generate quick eBooks using body templates • Conclude the eBook with calls to action • Format the eBook for skim readers • Design an attractive and clear eBook • Promote the eBook www.theromgroup.com 920.964.5564 23
    • Free Offer Get something for FREE and discover what it’s like to work with The ROM Group. Offers may include a FREE customer survey, eBook, white paper, testimonial video, and more. Visit the website address shown below for the current FREE offer from The ROM Group. http://www.theromgroup.com/eBookOffer.php www.theromgroup.com 920.964.5564 24
    • When You Need Top-Line Growth, The ROM Group Delivers The ROM Group provides buyer centric lead generation and lead nurturing programs for B2B companies. ROM’s approach delivers dramatic increases in top-line revenue by integrating proprietary buyer research, online lead generation, lead profiling phone calls, lead nurturing, and lead conversion into a single, simple-to-use solution. At each stage in the life of a lead, ROM (return-on-marketing) measures the key metrics that senior managers need to clearly understand the effectiveness and ROI of their programs. www.theromgroup.com 920-964-5564 www.theromgroup.com 920.964.5564 25