Newsstand

July 10, 2011
Establishing Yourself as an Authority [DMA11]

If you attend any web marketing seminar, one of the things you’ll hear a lot of by the experts in attendance is the importance of establishing yourself as an authority in your industry. With as much fierce competition as there is for the attention of online customers, accomplishing this not-so-easy feat is critical. At the forthcoming DMA2011 marketing conference in Boston, you’ll have the opportunity to meet and talk with literally hundreds of experts who will offer you advice on different ways to accomplish this. One of the most popular methods is by writing and publishing an e-book.

What’s So Great About E-Books?
Most importantly, an e-book shows you as being “published.” And although in today’s society where the act of self-publication is easier than ever, there’s still a great regard held for individuals and entities that have actually taken the time to put forth the necessary effort it takes to write an e-book—especially if the e-book in question provides valuable information to your existing customers and potential customers. Giving away your e-book for free in exchange for someone signing up for your mailing list is also a shrewd move that many companies make. In reality, book sales shouldn’t be your primary objective. Establishing yourself as a trusted authority in your field is. And there are very few ways of accomplishing this that are as effective as publishing an e-book.

How Much Does it Cost to Publish an E-Book?
Herein lies the beauty, because the actual cost of publication is zero dollars. There are no books to bind and no postage fees to absorb. Everything is made available online, usually by way of a PDF file that anyone can easily download and read on their computer, print out, or even transfer to their e-book reader of choice. The only considerable cost to publish an e-book is your valuable time and effort. But if you view it as an investment that could potentially bring you a sizeable upswing in your number of online followers and, eventually, paying customers, it’s an investment that’s well worth it.

Write What You Know
It’s important to keep your primary objective in mind when setting out to write an e-book. This isn’t about veering off into uncharted territory and making a name for yourself as a fiction writer, but about taking steps to create an identifiable brand image that people will instantly recognize. An e-book is an effective way to attract the attention of those interested in what your company has to offer so that they’ll keep coming back time and time again. For this reason, stick to what you know. If you own a plumbing company, write an e-book about home plumbing maintenance that contains how-to’s and household improvement suggestions. If you’re a financial advisor, write an e-book that contains advice on retirement planning and smart investments.

Writing and publishing an e-book is a proven method of growing your customer base and stepping into the role of a go-to person in your industry. Making your e-book available for free will also win you many fans. But proper retention marketing also requires that you remain engaged with your customers. This is accomplished through active participation with your customer base via social media platforms, blogs, and discussion forums. Publishing an e-book is only one part—albeit a large part—of establishing your company presence online. To dig deeper into alternative methods of building up your company’s online and digital presence, be sure to attend the DMA2011 Conference and Exhibition in October.

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