Beauty Business: Optimising your E-Book for How-to Guides
When you’re running your own business, it can feel like you’re on a never ending quest to attract more customers and increase sales. Showcasing your expertise with a How-to Guide is a great way to create informative and engaging marketing content that helps grow your beauty brand, and using an E-Book template can help you do it quickly and easily. Here’s how you can make the most out of your E-Book template to create a guide that gets results.
Get Clear on Your Content:
Be specific - A general guide that tries to speak to everyone rarely speaks to anyone, but honing in on a particular area enables you to go more in-depth, targeting a specific audience and positioning your business as the solution. For example, a skincare brand might decide to write about how to brighten skin or banish acne, giving unique advice and recommendations to help solve the “problem”. Remember, there is no limit to the number of E-Books you can create; you could do one for each of your target areas.
Present your philosophy - You’ve got your audience’s attention, so now is the perfect time to tell them about your business, weaving your brand story and values throughout the guide. What makes your approach unique? Why are you best placed to help your audience? Use your E-Book to tell your story.
Show the highlights - Remember that your E-Book is a chance to highlight specific elements of your products or services that can help to resolve your readers’ issues. For example, the aforementioned skincare brand could educate readers about the hero ingredients in their products, emphasising their benefits and explaining how they address the skin concern that the guide focuses on.
Display tangible results - If you have any testimonials, early reviews or case studies, include these to build credibility and show real results. A visual transformation can also be a very powerful tool, so include any before/after photos from the use of your products or services if you have them too.
Take Time to Design:
Consider the visuals - Utilising your brand identity alongside high-quality images and a clean layout will provide a great user experience that beautifully promotes your business. Using customisable E-Book templates in Canva is an easy and affordable way to create professional-looking materials, even without design experience.
Incorporate product images - Subtly showcase your products or services throughout the guide. For example, when discussing a specific ingredient in a skincare product, include an enticing picture of the product itself.
Promote Your Ebook Strategically:
Run a social media campaign - Now that your guide is ready to go, it’s time to put it out into the world. Using social media, promote your E-Book with engaging posts and visuals. Run a giveaway or contest to create a buzz and to increase your reach.
Work together - Team work makes the dream work. Collaborate with other people in your industry to promote your E-Book and brand to their audience too.
Use paid advertising - Consider running targeted ads on social media or Google to reach a wider audience. It might cost a little in the short-term, but you often get back what you put in; keep an eye on your platform’s analytics to check the ad’s progress.
Offer it as a lead magnet - Not only can you promote the E-book as a product in itself, you can also use it for marketing purposes too. Create a landing page on your website with a signup form to download the guide in exchange for email addresses. This is a great way to build your email list for future marketing campaigns.
Drive Traffic to Your Website:
Call to action - Ultimately, the purpose of creating your E-Book is to generate more awareness of your business and to increase sales. Throughout the guide, encourage readers to visit your website to learn more about your products or services, shop, or take advantage of a special offer.
Keep it relevant - Ensure you include hyperlinks to corresponding pages on your website. For example, when mentioning specific products or ingredients, link to the relevant product page. This will increase your website traffic and get more people looking in your “shop window”.
Creating effective materials and resources needn’t be difficult, and we hope you feel more confident and inspired to get going on your own How-to Guide. Let us help you ease the stress of branding and design - take a look at our related E-Book templates below.
