How to Use EBooks to Strengthen Your Content Marketing Efforts. Promoting your dental practice successfully is all about building trust and showing potential patients that you are knowledgeable and professional. A well-maintained blog is an important part of any good content marketing strategy, but in the healthcare field, eBooks can be especially helpful. A free, downloadable eBook generates leads while providing subscribers with useful information. It can also help you stand out from the competition by giving visitors original, valuable content. Here are a few suggestions for incorporating eBooks into your online marketing strategy going forward.
Create a marketing campaign around your eBook.
Because eBooks require a significant amount of time and effort to create, they are inherently more valuable than most pieces of marketing content. For that reason, an eBook should be the centerpiece of your digital marketing efforts. First, choose a theme for the eBook, which should be a complex topic requiring a substantial amount of analysis.
A broad topic such as cosmetic dental procedures would be an example. Then, you can provide links to the eBook in relevant blog posts, building a network of interlinked marketing content and giving users access to information that will help them make informed decisions about dental care while building your subscriber list. In addition to linking related articles, you can also repurpose eBook chapters as blog articles.
Build your email list with an eBook.
Subscribers who download your free eBook are indicating a high level of engagement. Capitalize on that interest by staying in touch via marketing emails that are targeted and relevant. Email marketing consistently produces the best ROI of any online marketing channel, so maintaining a robust list is essential to attracting new patients. Promote your eBook using social media and create a landing page specifically designed to gather subscriber emails and build brand awareness.
If you decide to include multiple eBooks with different topics, you can tailor your email content based on which one a user downloads. This ensures that they receive emails that are relevant to their concerns.
Use eBooks to strengthen your brand.
Every piece of content should fit your conception of your practice as a whole, creating a brand that is easy for potential patients to identify with and remember. The topic should be one that your patients care deeply about. For help figuring out what to write about, see which blog topics get the most clicks and what your followers on social media are most concerned about. Then consider your buyer personas and their needs. Are they worried about money? Aesthetics? Overall health? This will guide you toward the topics you should be focusing on.
Make sure the content is substantial and well-researched—users who feel they could have just googled the information in the eBook might be disinclined to continue engaging with your brand. Having an eye-catching design that is in line with the rest of your branding efforts is also important. There are online templates available to create a professional-looking eBook inexpensively, but make sure the finished product reflects your website’s aesthetic.