Digital marketing services can be a great way to boost sales.
And that’s exactly what we did here at the National Geographic Digital Bookstore.
Here’s how we used our research and analysis to create a digital marketing strategy that has been tested by the best.
Here are the steps: 1.
Identify your brand and the target audience.
For our first digital marketing campaign, we wanted to target people who would buy a digital book.
We called this the Digital Book Targeting Campaign.
The goal was to target readers who had an interest in reading digital books and would buy books that had digital content, which we defined as “books that contain digital content that is accessible via a mobile device or connected to the Internet, and which can be read by anyone with a smart phone.”
Create a digital campaign.
We chose to start our campaign with a teaser message.
“Your digital book has been selected for a digital auction.
We have partnered with the publisher to give away the book for free to interested buyers.”
Create an email template.
The template includes the title, author, and a contact email address for you.
Then we used this email template to build a series of email blasts that would show readers what to expect from our digital book auction.
We used our Digital Book Sales Marketing Plan template to create targeted emails.
This template had the subject line: “Auction Results” and the body text: “Email blast to share.”
The email was sent out to all email addresses on our email list, and they got a series, one after another, that they could read, one at a time.
We could see how people responded to the email blast and how they were responding to the title.
Target the email list.
We set up a targeted email list for the DigitalBook Targeting campaign.
In this email, we had three different email blasts to send to people.
One of the emails was for our general public.
It contained the subject “Your name,” the body message “Hi, I’m looking for a book to read,” and the subject heading “New Book Offer.”
The other emails were for our members and for people who had previously purchased a digital title from us. 6.
Create email campaigns.
Each email blast included a “headline” and a “body” heading.
We also created an “excerpt” section with information about what the book was about and what it was about for a reader.
Email to our members.
When people received the email, they could view it in the list of available titles.
They could also see the book in their local library.
The book was listed in our online catalog, which is a free service that is available at the library.
And, of course, they would receive an email notification when they finished their digital book shopping.
Email the readers.
We had a list of books in our catalog that we wanted the readers to purchase.
Each time a reader received the e-mail, we would add the book to the list and give them the link to purchase the book.
These emails were sent out in batches to people who were in our mailing list, so we could know who was reading each e-mails and who was not.
Create social media posts.
We created Facebook and Twitter posts for the people who received the book blasts.
This was the first time we had done this, and it made a huge difference.
The following days, we sent out a series with social media content to share with the public.
These posts got shared by readers all over the country.
In the end, we reached out to more than 100,000 people.
Get feedback from readers.
When a reader saw that a book was in our digital catalog, they were more likely to buy the book, which was a good sign.
The more people who saw that the book had a digital content and that it was accessible via their mobile device, the more likely they were to purchase it.
We received more than 300,000 responses from people who purchased the book through the auction.
Target future book sales.
We made sure to share the book with other authors.
We encouraged our readers to share their book with others.
Our readers were also encouraged to write about their book, and our sales grew by more than 50 percent.
Promote the auction and promote the digital book sales campaign.
The Digital Book Sale was a success.
We’ve had our digital books sold at auctions in California, Illinois, Florida, and other states.
And we’re looking to expand the digital sales strategy to other markets.
The next step is to get our digital sales team on the ground to promote the Digital Books Sale, a nationwide digital auction that’s happening now.
If you’re interested in becoming a digital sales specialist, contact us at [email protected] or call 888-744-2684.