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Ebook Marketing & Promotion
Marketing and promoting an Ebook or E-product is not an easy undertaking. Too many Ebook authors and publishers flood the market each year looking for the promised riches from this quickly blooming industry. According to a recent survey, the book publishing industry is growing at only about 5% per year while the Ebook industry is exploding at a 30- 60% growth rate per year. Likewise, studies conducted by third party researches that monitor the Ebook sales of the top 50 publishers in the United States and Europe show Ebook sales in the tens of millions of dollars each year and quickly growing. This does account at all for the millions more being made by independent authors and publishers.
This Ebook boom has paved the way for independent Ebook authors and publishers to enter the publishing market through the process of self publishing Ebooks. Many Ebook authors are making between $500 - $2000 each month in revenues while Ebook authors at the wealthy end of the spectrum are earning upwards of $100,000 year. Because of the low barrier to entry into the Ebook and more generally E-product market, people are racing to get their products online.
It's all about landing pages.
The biggest marketing mistake that Ebook authors are currently making is focusing all of their attention on their main page. With Ebook marketing, authors are privileged enough to be able to work backwards by doing market research first before building the internal structure of their website. This is an important difference between the print publishing market and the Ebook publishing market. Ebook authors can do direct research online which let's them know exactly how many people searched for their Ebook keywords and keyphrases on any given month.
For example, if you wrote a non-fiction Ebook about "architecture" entitled "How to Build & Design Your Own Home" you could use any of the keyword search tools below to find out how many searches were conducted for your main key-phrases such as "how to build a home" or "how to design a home".
Some Great Keyword Search Tools for E-product publishers
Landing Pages & Chasing the Long Tail
Now that you know what words and phrases people use to search for your product you will need to optimize your website for those particular searches. The method of promotion we recommend using here at Ebook Accredit is to pick 1 - 2 big search terms for your main page and then 5 smaller "long tail" searches for your internal pages. The "long tail" is simply the compilation of smaller search terms people use to find your website. Sometimes the combination of all of the long tail searches together will be more significant than your primary search terms. Not only that, but they are often much less competitive and easier to optimize for as well.
However, it should also be noted that no page should be optimized for more than 1 - 2 key-phrases. Using our example above we might optimization our page as follows.
index.html (The websites main page) - Optimized for "how to build a house" and "how to design a house"
/archeticture/index.html - Optimized for "architecture
/design/index.html - Optimized for "architectural design"
And so on. Each of these internal pages that you wish to optimize for must be optimized just like your main page. You will need to insert highly relevant meta tags, build unique content, implement a sales angle and get inbound links. Search engines also love when you distribute your inbound links throughout your site rather than to just your main page. It looks much more natural and organic than having 100% of your inbound links pointing to your main page. That just screams "commercial link exchange" to Google, Yahoo and MSN.
As an Independent Author you Need Credentials and Verification
Another great promotional strategy is to create an Ebook brand. Branding is not just something that big companies do. It is now something that Ebook authors also must do. Brand recognition is one of the most important elements when it comes to making online sales. People want to see that there are real, credible people behind your E-product website. They want to know that if they have any problems that there will be someone to help them along the way. They want to know that you stand behind your product and will offer a refund if they are not happy. However, because you have no brand, they are likely not to trust you at all.
Big brands such as Amazon.com have a Conversion Ratio (CR) of over 10% (meaning 10 out of every 100 unique visitors buy from there website) while most independent Ebook publishers struggle to achieve a 2% CR (2 sales for every 100 unique visitors). In order to build an Ebook brand here are some important things you can do.
1. Get involved in related forums and post frequently with your signature (link) in the footer of each post
2. Place a reference to a recent date on an article on your website. People are more willing to trust a website which is recently updated and current.
3. Show your credentials on your websites main page
4. Your perceived trustworthiness + your perceived experience = Perceived Credibility
5. As an independent author you need 3rd party verification. You need to have been talked about on TV, the Radio or an authority website. Ebook Accredit is one of those third party authority websites. People trust our brand and we put great care into validating only trustworthy E-product websites. When you sign up as a member of our website we will review your E-product and add it to our list of trustworthy E-products available online. This will allow your website visitors to visit your website and see that another organization (other than yourself) can verify the quality and professionalism of the product and the team that stands behind it.
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