We’re walking through a step-by-step tutorial on how to write, publish and market an eBook campaign to generate leads. We’re currently in Phase #5: Nurturing Your Leads. Today we are on Step #20: What to do immediately after someone downloads your eBook.
Send an email with a link to your eBook
After your leads fill out and submit the form on your landing page, send them an automated email containing a link to your eBook. Tom Kulzer from Aweber.com suggests adding your lead’s name which you collected from the form they filled out, making the atmosphere feel more personal.
Remember to make the download CTA stand out. We used bright red and large lettering to draw the reader’s eye to the button.
Use a trackable link to track downloads
As seen in the example above from our eBook on the Facebook Timeline, we used a link shortening service with a custom shortener (“go.hy.ly”) so that we were able to track how many people clicked on the link they recieved containing our eBook. Not everyone who signs up on your landing page will actually get around to opening and reading your ebook, so this step provides you with additional conversion data.
Remember also to create custom links if you are stratifying your audience. For example, if your form field asked your users what they were specifically interested in (i.e. “Get more leads” vs “Get more advocates”), you can send those in each category of interest a specific link to track which audience is most responsive. Kurt Edelbrock of Hongkiat gives a great tutorial on how to use Google Analytics for all of your link tracking needs.
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