How eBooks Work
Brafton’s end-to-end eBook strategy starts with meticulous planning: What is the commercial intent of the asset, and how will it be used to nurture leads? Next comes production: writing, formatting, designing and publishing the asset. The content creation phase is followed by the promotion, distribution and placement of the eBook in your content marketing strategy.
As mid-funnel content marketing assets, eBooks can fulfill multiple objectives. Brafton’s eBook conversion service helps you execute on a promotion and distribution strategy that uses blog posts, emails, social media updates and pay-per-click advertising campaigns to generate new leads and nurture existing ones. Your content marketing strategist collaborates with you, your industry-focused writer and your project manager to maximize the asset’s value to your sales funnel.
eBook Conversion Rate Optimization
From planning to execution to testing, our eBook conversion service is customized to fully leverage the power of high-quality digital marketing collateral. This includes researching, analyzing and executing eBook-marketing plans with conversion rate optimization in mind.
Your strategist starts by identifying your immediate commercial goals and determining how conversion success will be measured. Whether it’s collecting prospects’ contact information through a custom form or making a purchase outright, every strategy is created with the client’s unique requirements in mind.
Next, your Brafton strategist will work with your project manager and production team to offer creative recommendations such as the number of pages, tone, possible titles for the asset, layout templates, format and visual branding guidance for the eBook. Once written and designed, your Brafton team will help you publish the document on your site and begin promoting the asset.
The call to action is arguably the most vital component of any eBook conversion service. CTAs are clickable images or graphics that encourage people to take a desired next step, helping move them down the sales funnel. Brafton’s proprietary Arch™ technology powers your eBook CTA strategy with the creation and implementation of dynamic CTA buttons, hosted landing pages and custom on-site lead capture forms. This technology can be used as a standalone service or integrated with your existing customer relationship management system.
CTAs are created with a focus on color, placement and verbiage. Text is incisive and every word is precisely chosen with the intent of driving action. Using industry expertise and routine testing, Brafton strategists work with writers to create pithy, actionable taglines. They also collaborate with graphic designers to craft eye-catching CTA buttons that will capture clicks, while ensuring the display is optimized for all types of devices.
eBook conversions are often measured in terms of how many website visitors fill out a form with their contact information. Brafton content marketing strategists will utilize proven best practices to ensure that users won’t abandon the form. They rely on data to arrange forms that appeal to your unique audience and encourage the sharing of personal details. From the visual design of forms to their length and ease of use, the goal is to motivate direct action while avoiding generic sales language or overly aggressive prompting.
A hosted landing page for your eBook, complete with dynamic CTA and customized lead capture form, is essential to maximizing your conversion rate. However, your eBook will fail to generate conversions if it’s located on a web page with a poor user experience design.
Brafton’s marketing consulting team can provide actionable insights for website UX, ensuring that it’s easy for you to upload your eBook file, and even easier for web users to find, access and download it. Whether it’s a matter of a few design tweaks or a complete website overhaul, our consulting experts can assist you every step of the way.
Beyond where and how it’s promoted, your eBook must also feature strategic design to deliver intended results. From title page to table of contents to contact page, your Brafton creative team will implement layout and design best practices into the eBook, marrying compelling copy and stunning visuals for an engaging experience. eBook writers are trained to provide maximum impact from minimal text, keeping with the asset’s emphasis on visual storytelling. Text is limited to approximately 125 words per page, with a focus on hard data, intuitive layout and easy-to-follow takeaways.
As part of our eBook formatting services, writers work hand in hand with graphic designers to bring the text to life. Our creative team closely adheres to brand guidelines and design preferences. Audience interest and readability remain the primary focus throughout the entire writing and design process, with client feedback implemented every step of the way. Our designers also ensure that eBook formatting is optimized for display on mobile devices.
eBook Conversion Testing
Monitoring eBook conversion performance is just as important as other steps in the optimization process. By analyzing what’s working and making changes as necessary, Brafton content marketing strategists refine your eBook conversion service as you go. This process of continual improvement helps us streamline our efforts, boost performance and ultimately increase the number of leads converted.
First, strategists record baseline conversion rates to understand how client eBooks are currently performing. As part of the conversion rate optimization process, strategists will experiment with website visitors to record how different actions enhance conversion metrics. They will also focus on who is being converted as a means of refining the target audience.
Through detailed analytics tracking and regular A/B testing, strategists are able to fine-tune Brafton’s eBook conversion services. Each eBook campaign represents another opportunity to refine the process further, resulting in an ongoing strategy that is always being updated to support commercial goals.
SEO for eBook Success
Launching a high-quality eBook is only half the battle. You must also attract visitors to your website in the first place. Brafton content marketing strategists assist in these efforts by conducting thorough audits intended to analyze search engine optimization performance, and by extension, conversion-rate opportunity.
Everything from website speed to navigation to mobile-friendliness is accounted for. Using modern SEO measurement techniques, as well as an expert understanding of current search engine ranking algorithms, strategists can provide concrete advice on how to boost your website’s ranking position on search engine results pages, and thereby draw more eyes to eBooks and other content marketing assets.
Learn more about Brafton content marketing services, including client examples.