Finding customers for your product is the main challenge for anyy business, whether online or offline. If you are into online publishing or a self-published author selling own books digitally as ebooks, you need to know how to find and retain buyers for your books. Simply publishing an ebook on platforms such as Shopify (through your own ecommerce store) or Amazon is not enough.
Retaining existing customers is far less expensive than attracting new ones. However, it takes lot of efforts to keep your customers coming back with repeat business.
While a free-flowing pipeline of new prospects is essential to any growing business, striving to keep the existing customer base engaged is an equally critical activity. Toward this end, savvy ecommerce marketers know one of the best ways to attract repeat business is personalizing campaigns to make them more attractive to existing clientele.
The key to accomplishing this for online publishers, authors and booksellers is getting to know your ebook customer. Gathering pertinent demographic data is essential to the success of any marketing initiative. Fortunately, there are a number of tools at your disposal to accomplish this. Here are four of the easiest ones to implement.
Accept Social Media Log-ins
This one comes with a number of outstanding benefits.
First of all, when you allow your customers to use social media profiles to log in to your site, you’ll save them the trouble of replicating all of that registration information.
While they’ll appreciate the convenience—you’ll get access to their profile data. This gives you the ability to learn all about their likes, dislikes and values. You can then personalize every piece of communication you send, as well as tailor your site to their particular tastes.
Conduct a Survey
Most people will tell you everything you need to know—if you ask. But make it short, sweet, to the point and ask open-ended questions to get your respondents to elaborate on their responses.
Questions such as, “What do you like most about shopping for ebooks here?” are better than, “Do you like shopping for ebooks here?”
When you’re selling ebooks online, the best approach is to have a firm idea of what you ‘re trying to accomplish and craft questions designed specifically to elicit the information.
Launch a Loyalty Program
Oprah’s book club was one of the best things to ever happen to the publishing industry. The offering gave her viewers the opportunity to feel they were a part of something bigger than themselves. You can do the same at your ebook site with a loyalty program.
Connect readers of the same titles into online discussion groups on your site, offer them discounts on titles by their favorite authors and give them advance notice when books similar to ones they’ve already bought become available. In exchange, they’ll register and give you the ability to track their purchases.
The more you know about what they like, the more you can tailor your offerings to their preferences. It’s a winning situation for everyone involved.
Deploy an Analytics Application
Services like Google Analytics will help you see where your customers come from, including how they found their way to your site. You can learn when they logged on, where they spent the most time and how many pages they viewed. This information can be used to help you determine what’s working and what isn’t in terms of your design, content and marketing efforts. You can also use it to power on-site promotions and personalized pop-ups, along with offers designed to appeal to specific users.
Getting to know your ebook customer will ultimately benefit all involved. You’ll become a trusted curator of their reading habits. They’ll get introduced to new writers and new topics. All told, it will mean more success for your site, a better shopping experience for your customers and more work for authors.