Do you dream of publishing a book that will captivate your audience, generate new sales, grow your email opt-in list, and catapult you and your business into the spotlight?

You CAN accomplish all of this with an eBook. An eBook is one of the fastest ways to build credibility, visibility, and an authentic connection with your core audience. The key to a successful eBook is to share meaningful and relevant content that is designed to help people improve their lives or solve a particular problem they are experiencing. In other words, GIVE. Not everyone who comes across it will buy, but I assure you that there are people who will buy if you demonstrate generosity, especially with content and knowledge that are of high value.

That said, writing a great eBook alone will not guarantee that you will generate opt-ins, gain recognition, or capture sales unless you market it.

Here are six simple ways to market your eBook.

6 strategies for ebook marketing

1) Spark Conversations on Social Media

Aim to find wherever your audience spends their time and engage in those conversations. For example, let’s say that one of the top concerns CEOs in America face is their ability to attract and retain quality workers, especially during this time of the “Great Resignation.” If you’ve written a how-to eBook sharing surefire ways to retain employees, you can strategically join relevant groups on LinkedIn since that’s the social media platform where CEOs are most likely to spend their time. This is the perfect opportunity to answer questions and offer resources without expecting anything in return.

If you are a health expert and you’ve built a following on Instagram or Facebook, this is where you can respond to questions, ask questions, offer tips, and share helpful resources. One of my clients did a quick poll on Facebook asking if her fans experienced the problem of late-night hunger that resulted in unwanted weight gain. When they responded with a resounding “YES!” she wrote a free eBook listing five foods you can eat before bedtime without gaining weight. Her download button was clicking faster than a Vegas slot machine.

Once you’ve sparked conversations, you can certainly mention your eBook as a resource. This is a great way to capture the attention of your audience and build lasting relationships.

Pro Tip: Put a link to your free eBook in your LinkedIn, Facebook, and Instagram bio.

2) Bring your eBook to life with videos:

As you likely know, people are watching videos more than reading, which is why you should consider adding stories, interviews, and how-to videos inside your eBook to attract even more interest.

For example, in one of my popular free downloadable eBooks, “How to Hit #1 on Amazon with Every Book You Self-Publish,” there is a graphic on the first page of the eBook asking if the reader would prefer to watch a video to get started. Once the reader clicks on that graphic, they are taken to my online video course landing page with the same title, where I offer free video training that is packed with useful how-to information whether they purchase my course or not.
If they want more support after watching the video, they can easily purchase my online video course, as the button is conveniently below the training video. See how that works? I just offered a free eBook and took it a step further by inviting them to watch a content-rich video, all without trying to sell anything!

Pro Tip: If you’ve required people to opt-in (provide their name and email) to download your free eBook, do not require them to opt-in for other things inside your book. Being generous builds trust and is likely lead to more sales of your online courses, coaching, workshops, and anything else that you may offer.

3) Live streaming is your eBook’s best friend. What?

There’s no better way to fuel your business and multiply your video impact than live streaming. Since video dominates nearly all online communication channels around the globe, it’s important to consider how to capture your audience’s attention and lead them to your eBook without spending a fortune on ads.

You will be rewarded quickly if you live-stream your eBook content on Youtube, Facebook, Instagram, or TikTok. Choose the platform where your audience spends their time. However, keep in mind that Youtube is the second largest search engine in the world (after Google), and people look for “how-to” content every minute of every day. Therefore, you might consider posting the same content on multiple platforms.

If you have a strong connection with your audience on Facebook, live stream there (as Facebook will reward you for live streaming by notifying your fans). Then, download that video from Facebook and upload it to your Youtube channel. For some, Youtube will be their first point of entry, meaning that they will start by searching your topic there. Every video you post on your channel has a description underneath. Be sure to add your free eBook or online course link at the top of your description so that you can easily capture opt-ins to build your email list directly from your Youtube videos. It’s important to reach people in different locations by sprinkling invitations in places where they are most likely to spend their time.

Pro Tip: for the shy, introverted, or perfectionist!

If the notion of live streaming makes you uncomfortable, you are not alone. Many business owners shy away from going on camera – self-doubt creeps in, and we ask ourselves questions like, “Will I embarrass myself?”, “Will I represent my brand well?” or “How can I go on camera… I’m too shy, introverted, or a perfectionist.” Some of us would much rather pre-record our videos with our SmartPhones, webcams, or video cameras until we are satisfied, post them at a scheduled time, and still benefit from broadcasting “Live” on Facebook and YouTube. So, if this sounds like you, then I will ask, “What if you could “Live Stream” without the stress of “Live Streaming?” Problem Solved!

StreamYard is a desktop platform that allows you to do just that. Simply upload your pre-recorded video to StreamYard, and your video content will jump to the front of the line – cutting through the noise of other content being published because… YouTube and Facebook “think” that your video IS live streaming, and their search algorithms reward live-streaming content and push it to the top of your newsfeed.

4) Email is definitely NOT dead:

Email is a powerful way to market your eBook. If you have a list of any kind, use it! Even though open rates are declining with time, try these three simple tips I use to get people to open up consistently. My open rate percentages are usually in the high 30s:

Add a GIF to the top of your email message, so it’s the first thing your readers see. Make sure the GIF is of you (to build your brand) or something consistent and aligned with your email message. EZGIF is the free tool I use.

Simply adding the words [Watch video] in the email subject heading consistently piques people’s curiosity. Include a video if you’ve promised one in the subject heading!

Do not underestimate the power of a P.S. underneath your signature. This is where I always put an invitation. For example, invite people to download your free eBook or opt into your online course! Or, ask a question and invite your readers to reply. And then, answer each and every person personally (not a virtual assistant). People will love you for it. If you really want to dazzle people, reply to them with a Loom video and address them by name. “Hi Jack, thanks for your message. I’m happy to answer your question about X, Y, Z.” You will gain fans for life if you carve out time each week to film quick 30-60 second personalized video messages. This type of 1:1 video messaging is one of the hottest trends, and yet few marketers take the time to do it. This one tip alone will set you apart from your competition.

5) Blogs have an eternal shelf-life on the Internet

One of the best things you can do is share juicy content from your eBook in your blog post and then share it everywhere on social media so that it lives on for years to come. Don’t be afraid of giving away your best information so that you leave people craving more. In your byline at the bottom of your post, offer a link to your eBook or online course (free or paid) and tell readers how it will help them. I have sold eBooks, online courses, products, and services directly through my blog.

Pro Tip: Be consistent and write often! You can repurpose old content from your eBooks, workshops, and coaching programs. Don’t feel like you have to start from scratch with a blank blog. Simply open up your books, review your slides from classes you’ve taught, or think about the most common questions your clients have asked you. Still no ideas? Survey your email list or poll your Facebook fans to find out their biggest questions or struggles around your area of expertise.

One Small Step Will Get You There:

Even if you are new to marketing, it will get easier over time, like any other endeavor worth pursuing. My suggestion is always to chunk things down. In other words, get started by using only ONE tip above and give it a whirl.

Give yourself permission to play, have fun, and don’t forget to see the humor in your mistakes. I have many stories I can share about live streaming that have left my audience in stitches — like when the wheel of my chair dislodged, and I literally fell out of my chair on the floor while I was teaching on-camera. My audience was able to laugh because I was laughing at myself. Ultimately, being human and authentic in your marketing makes you relatable and likable. People also appreciate seeing you lead by example, as they often share the same fears you have. In the end, as you put yourself out there, eBook and all, you will be pleasantly surprised by how loyal and supportive your fans become over time.

6) Get Interviewed On Top Podcasts

Compared to other marketing strategies – being a guest on podcasts is pretty easy to do. It doesn’t cost any money. It doesn’t take very much time. And anyone who is comfortable talking about their area of expertise can do it. Oh, and getting interviewed on podcasts exposes you to hundreds, sometimes even thousands of listeners – for every single podcast that you appear on.

Here's a quick tool to help you pitch your book to a podcast!