eBook Marketing: The 4 vital elements of online promotion

Marketing eBooks is challenging. The sheer number of available titles, from traditional publishers to self-published authors, has made discoverability a high priority. Amazon alone publishes over 1.5 million eBook titles in the UK.

The truth is there’s no easy way to achieve visibility. As eBooks aren’t available in physical stores on the high street, you’ll need to master online marketing in order to promote them effectively.

Here are the four most important channels that successful publishers need to get to grips with in order to promote eBooks effectively online.

1. Web content

It’s not enough to publish a cover image and brief product description and hope it gets found. You need to carefully plan your content strategy for websites, blogs and other forms of digital media.

Good web content, including text, images, video or audio, will grab people’s attention, encourage them to find out more and can even get them coming back to your website or blog on a regular basis.

From the book descriptions that generate interest in your titles, to online press releases, video trailers and blogs posts by authors and marketers, you need to be planning content effectively to make the most of the huge opportunities the web has to offer as a marketing tool.

2. Search Engine Optimisation (SEO)

In the past ten years, search engines have become one of the main ways that people find information about products and services online. Many people search for books, authors, genres and subjects online, whether it’s on web search engines like Google  or on Amazon  and other retail sites.

Search and recommendation functions are automated using ‘algorithms. For the online marketer, it’s essential to get to grips with how to optimize information online to ensure that search engines find and rank your titles in relevant searches. This is known as Search Engine Optimisation.

Search engine optimisation is an art and a science that would take a (hefty) book to describe in detail. However, a large part of it involves careful consideration of the words used to describe your eBooks, including the title of the book itself, as well as any product description, supporting information and metadata , eg categorisation, tags, and keywords relating to the eBook.

3. Social media

Gaining attention, interest and loyalty from potential readers on social media sites are vital tactics for anyone marketing eBooks to today’s consumers.

The likes of Facebook, Twitter, YouTube and Pinterest have become vibrant platforms for consumers who want to find information and share their passion for books with friends, family and like-minded people.

There are also dedicated social networks for readers, including Goodreads and Shelfari, which can connect you directly with the right kind of readers for your eBooks.

Using these channels effectively can create powerful new discovery mechanisms. The more information about your eBooks that gets shared, liked and followed, the more likely you are to be found by new readers.

4. Email newsletters

Email is still the best way to communicate with people who’ve chosen to interact with you on a regular basis. You can use it to build value in your existing relationships with customers as well as to convert new prospects. Done properly it can be the best, most effective, low-cost way to drive sales for your eBooks.


Combining all of these channels in an effective digital strategy is the only way to achieve success in marketing your eBooks online. As these are relatively new skills, which are only now being formulated and developed by eBook publishers, the time is right to learn all you can to increase your chances of success and gain competitive advantage.

If you want to learn more about Marketing eBooks Online consider our in-depth training course for eBook publishers, or contact us to talk through your needs.

Tim Tucker, Content strategist, user experience consultant and trainer in digital marketing and media