By Jawad Khan
The eBook and info product market is getting bigger every year and showing no signs of slowing down.
If you have a blog and a loyal audience (even a small one), packaging your knowledge into an eBook and selling it directly to your fans can make you a lot of money. Thousands of bloggers, freelancers and experts in different industries are already doing it.
But what separates the most successful eBook sellers from the rest is their sales strategy. If you already have a quality eBook, you just need a few other pieces in place to create a massively successful eBook sales strategy.
How exactly can you do that? Here are few ideas for you.
1. Build a Facebook Group Around Your eBook Topic
Your eBook, or any other info product, is effectively a solution to a certain problem that your prospects are facing. But many of them don’t even realize they have a problem. So even if you make an attractive offer, it won’t have any appeal for them.
This is where creating a dedicated Facebook group, primarily based on the problem of your prospects, is so effective. It helps you bring people who’re facing the same problem, on one platform where they can interact and with each other.
This helps your cause in several ways.
- It will help you create awareness about the problem.
- Encourage discussions about the problem and the different possible solutions
- Crowdsource content ideas for your eBook from the group
- Use the group to brand yourself as an expert on the problem
- Offer different solutions from time to time.
- Encourage members to invite other people facing the same problem.
- Launch your eBook to your Facebook group.
In case you didn’t know, more than 1 billion people use Facebook groups every month. It is one of their most actively used features.
Creating, owning, moderating and regularly adding value to your Facebook group will quickly establish you as an expert, and will help you develop a community of loyal fans. You can easily convert it into a high value community that everyone wants to join.
You can use this to your advantage at the time of your eBook launch.
But there’s another innovative way you can use Facebook groups to boost your eBook sales, which I’ll mention later in this post.
2. Offer a Memorable Buying Experience
Having a memorable and user friendly buying process on your blog can significantly boost your conversion rates and increase your sales numbers. So don’t underestimate the value of user experience while setting up your eBook for sale.
Studies show that almost 69% users abandon an online shopping transaction because of poor user experience.
In particular, you need to ensure that your product is described in detail, your preview images offer significant insights to your product, you offer multiple and secure payment options and your eBook downloads immediately.
And most importantly, you need to minimize the number of fields your buyer has to fill when making the purchase. This is one of the biggest conversion killers.
Instead of reinventing the wheel, you can use tried and tested digital product selling apps like Selz that are already optimized for user experience and conversions. Using Selz, you can create embeddable product widgets for your blog from where your buyers can make the purchase using secure payment options like PayPal, Master Card and Visa.
It also uses a quick and easy checkout process that involves no redirections and completes the payment in one window.
These are small things that can have a major impact on your eBook sales. In fact, all the top bloggers who sell eBooks on their blogs have this in common – they all make it extremely simple to buy their products.
3. Create a Value-Rich Sales Package
We all want more return on our money, right? The more things we can get the better.
Your customer thinks the same way.
For example, which package will you buy if I offer it for $47?
- A PDF eBook full of high value actionable and well-researched content.
- A PDF eBook full of high value actionable and well-researched content, PLUS multiple worksheets, templates, video interviews, podcasts and a free consultation call.
Which one sounds better? Of course, the latter
That’s what packaging does for you. It increases or decreases the perceived value of your product. You can easily offer all of this additional stuff and still stay profitable.
Your package can include anything that complements your core product. For example, you can include an exclusive membership of your closed Facebook mastermind group (see point no. 1)
Smart marketers also use packaging to upsell their product to existing customers. It also helps them expand their sales net.
For example, look how these two sales packages cater to different kinds buyers.
When you’re selling digital products to your subscribers and blog visitors, smart packaging can help you increase the perceived value of your product and boost your sales numbers.
4. Recover Lost Sales With Smart Retargeting
Have you noticed how Facebook shows you ads about products and websites that you’ve recently visited? The same happens with Google ads.
If you visit a product site and leave without buying anything, Facebook, Google and several other ad networks show you ads of the same product.
That’s called retargeting, and it’s a mighty effective way to recover potentially lost sales.
Studies suggest that visitors who’d previously abandoned purchase on your site, are likely to spend 55% more when retargeted.
There are multiple ways you can retarget your prospects, but Facebook retargeting is by far the most effective for bloggers and eBook sellers.
The majority of your target audience is already using Facebook, so why not approach them on their favorite platform?
Retargeting is the secret weapon of modern day marketers. You can use it to your advantage as well, and close more sales.
5. Gather Endorsements from Other Industry Experts
There’s one thing that all successful entrepreneurs agree on, your network = your worth.
The more powerful and influential connections you have, the more money making opportunities you’ll find.
The same applies to bloggers and digital product sellers as well.
An average product endorsed by authoritative industry figures will make 10x more sales than a great product with no backers.
That’s the harsh reality of life.
But there’s good news for you – building your network isn’t as difficult as you might think.
It’s an ongoing process and you need to keep investing in building relationships with your target influencers (here’s a very comprehensive guide on influencer outreach)
But even if you don’t know celebrity influencers in your niche, here’s what you can do.
- Reach out to your peers who have their own fan base and followers.
- Offer them your eBook for free, along with a summary of what it covers and how it delivers value to the readers.
- Tell them you’d love to hear their thoughts on it.
- Follow up in a few days to see if they read it.
- If they did, ask them for their thoughts.
- Make their job easier by writing a short testimonial on their behalf yourself.
- Tell them you wanted to save their time, and if they agree with the testimonial ask permission to use it on your sales page.
This is a slightly time consuming activity but it can have a major impact on your sales conversions. The more endorsements your product has the more trustworthy it becomes.
6. Offer a 30 Day Money Back Guarantee
Who doesn’t love guarantees when spending money?
Research shows that the sales revenue on your digital products can jump up by 8-10% by offering a 30-day money back guarantee. What’s more, if your product delivers what it promises, the chances of getting frequent refund requests are pretty low.
It’s another tactic to increase the perceived value of your product since it shows that you’re 100% sure it will exceed your buyers’ expectations.
It’s a gamble that smart marketers take. You might get a few refund requests, but the increase in sales will be much higher.
7. Build Excitement Before Your Product Launch
Launching an online product involves a lot of science. Successful product launches don’t happen just because of sheer luck.
Smart marketers never launch digital products without a proper launch strategy. They build excitement and anticipation for their product and get people involved with it.
You can increase your sales several times just by building excitement around your product.
Here are a few things you can do.
- Send emails to your list, and post updates to your Facebook group about the problem that your product solves (don’t pitch anything).
- Just focus on creating awareness for a few days and highlight the opportunity cost.
- Share actionable advice and solutions without going into too much details.
- Reveal that you’ll soon be launching a solution to this problem.
- Reveal the book cover design
- Offer a pre-launch discount
- Mention your eBook in your blog posts, guest posts and emails.
- Announce a launch date and time.
- Launch your product with a deadline after which you’ll take it down.
- Take your product down
- Do a post launch webinar for the people who could not buy your product. Share more tips and tricks without going into details, and make them feel what they’ve missed out on (this will help the sales of your next launch)
There are tons of other ways you can build excitement around your product, but the core idea is to build anticipation before the launch so that people feel privileged to buy your product.
Writing your eBook and setting up your digital product for sale is just one part of the equation – the hard part. The easier part is to build the right environment in which your eBook can thrive and achieve maximum sales. Unfortunately most bloggers focus on the first part of the equation only. They do the hard yards but underestimate the easier part. Don’t be like them.