This month we'll explore the topic of Gaining New Leads through eBooks. Join us for this webinar as we get an overview of how important gaining new leads through eBooks is for your organization.

1. Gaining New Leads
Through eBooks
Moving Prospects Down the Funnel

2. Today:
 Leads – Why You Need Them
 eBooks – Powerful Call-to-Actions
 eBooks – How to Produce
 Measure for Success

3. What Are Leads?
 Lead Generation:
 “Initiation of consumer interest or inquiry into products or
services of a business.”
 Marketing Leads – “brand-specific leads generated for a unique
offer”

4. Why Do You Need Them?
 Growth
 Revenue
 Membership Base
 Exposure of Your Brand
 Find your people / tribe

5. Typical Marketing
Technology Stack
AMS
CMS ESP
(Email
Service
Provider)
EMS
(Event)
PR &
Advocacy
& Social
An Association’s Challenge

6. Usage
AMS
CMS
(Webite)
ESP
(Email
Service
Provider)
EMS
(Event)
PR &
Advocacy &
Social
User Journey
People
Data

7. Email
Drives
Users
AMS
CMS
(Webite)
ESP
(Email
Service
Provider)
EMS
(Event) PR &
Advocacy
User Journey
People Data

8. Closed
Ecosystem
AMS
CMS
(Webite)
ESP
(Email
Service
Provider)
EMS
(Event) PR &
Advocacy
User Journey
People
Data

9. Why are they so difficult to acquire?
 Perception
 expensive
 sales-oriented function
 Lack of awareness
 Digital Marketing
 Audience segmentation
 Personalization / Persona identification
 No one fishes where the fish are
 Social Media
 Heavy reliance on email alone

10. What is an eBook?
 “Book publication made available in digital form,
consisting of text, images, or both readable on a computer
or other electronic device”
 “Although sometimes defined as an electronic version of a
printed book, some ebooks now exist without a printed
equivalent”

11. Faster rate of adoption today – why?
 Shift in audience demographics
 Millenials
 YouTube as the source for “DIYers”
 Traditional print still popular with other generations, but often
complemented by other digital sources of information
 Easier to produce
 Cost effective
 Digital marketing leveraged to widen exposure

12. Why are eBooks Effective for Lead Gen?
 Cost of Production
 Multiple use
 Leverage in many digital channels
 Shareable
 Updateable
 Can support SEO
 Provides additional data insights

13. eBook Ideas for Associations
 Annual Reports
 Career Profiles
 Deep Dive on Critical Issues
 Overview of Advocacy Platform
 Industry Research

14. What to Consider in Creating eBooks?
 Need appealing and relevant content that is in a format
optimized for online use
 Is not the same as a PDF!
 Convert the PDF into html5 format for online reading from a url link
 Content is offered for free in exchange for information
 Need Landing Pages to convert prospects into leads
 convince them to submit information

15. What do you need to get going?
Your Campaign Elements:
 eBook – your offer
 Landing Page – how you’ll explain / pitch your offer
 Form – data you want in exchange for eBook**
 Workflow – how you’ll follow up with your leads (optional
but highly recommended)

20. Quick Case Study
American Payroll Association

21. Campaign Goal
 Collect insights and contact information for targeted
personas
 Provide an offer that is compelling to the persona
 Collect initial email address and then initiate workflows
for additional follow up
 End-goal is to get qualified leads and eventually convert to
members

22. Target Audience / Personas
 Young professionals in Payroll
who are looking for specific
information on basic topics in
the field
 Don’t know who APA is
 Likely tasked to get something done but
with not a lot of internal, hand-on
training
 Generation: Millennial

23. Landing Page
 Visual Branding
 Web Page – SEO optimized
 Offer is clear – note
positioning of message

24. The Ask
 The Form – the most
important element of the
campaign
 How much data can you get away
with asking?
 What will you do with the data?

25. Thank You
 Thank you page is to the
point – not too overwhelming
 Secondary user journey
back to a section on the site
 Automated email on its way

26. Email with Download
Link
 Automatically sends when
form is submitted
 Get to the point – give them the
offer!

27. Automated Workflow
 Build branches – for those
who clicked on the link to
download – wait 1 week and
send next offer
 Those who didn’t – wait 3
days and remind that the
offer is waiting to be
downloaded

28. How to Measure Success
 Identify your metrics:
 # of email clicks
 # of landing page views
 # of form submissions
 # of download clicks
 Page referrers – where is your traffic to your Landing Page coming from?
 Direct Email
 Organic Search
 Direct Traffic
 Referrals

29. Summary
 eBooks powerful way to generate leads
 Make sure your eBook is relevant and useful
 Leverage digital marketing to build exposure
 Optimize all your campaign elements for the lead gen
activity
 Don’t forget to measure results and refine!

30. Thank You!
Next Month:
December 2: Personalizing the Member
Experience