Online Book Selling Secrets to Increase Sales and Generate Leads

The eBook market is growing each year and will hit £16billion by next year. That’s a lot of money!

But, along with this growth, comes competition. Traditional bookselling channels are being disrupted by newer, more efficient and innovative ways of getting information to market. Self-publishing and online stores have made it much easier for authors to get their books into the hands of readers and potential buyers. But, while this convenience may come with fewer barriers to entry, it doesn’t come without its challenges.

Traditional book stores are under threat from online retailers who offer much the same as physical bookstores with the added bonus of making sales instantly available and increasing the accessibility of books for readers. In order to survive and thrive in the eBook world, bookstores will need to adapt and evolve.

What’s more, even among retailers who sell eBooks, competition is fierce. With so many titles competing for attention on digital store shelves, how does a bookshop ensure that it stands out from the crowd and attracts potential customers to their store?

Attracting An Audience

The first step towards gaining traction in the eBook world is to attract an audience. Anyone can put a digital file onto the internet and make it available for download, but not everyone will have the ability to connect with potential customers and convert them into paying customers. Your task, as a bookseller, is to find a way to stand out from the crowd of other digital stores and attract people to your store who are interested in your products. This is a difficult task, especially in a world where the competition is fierce. You’ll need to stand out from the crowd not just with your books, but also with the service you offer and your communication style. Your aim is to ensure that people are aware that you’re different and that you have something special to offer.

Create A Clear Picture In People’s Minds

The next step is to create a clear picture in people’s minds about what your store is and what it has to offer. For this, you’ll need to get creative with copy and online images. Bookstores usually have a sign outside that allows people to find them, so they’re fairly easy to find. But how about online? Even though there are thousands of retail stores online, many people will not have heard of your store or its products. Having a website where others can find out more about you and your products will give you the opportunity to establish yourself as an expert in your field and allow potential customers to discover more about your store and what it has to offer. Furthermore, establishing a physical presence online through a small business website will help potential customers see that you’re a trustworthy and established business that they can engage with.

Make The Decision To Buy Mental Gestalt

Your aim is to make the decision to buy as easy as possible for your audience. After all, everyone likes to hear narratives that are easy to understand and relate to. For this reason, you want to create a clear picture in your readers’ minds about the benefits they’ll receive from buying your products. Above all else, you want to create a buying experience that’s enjoyable. In some cases, this may mean sacrificing profit for quality and creating special deals or offers for certain customers. However, not all bookstores have the luxury of choosing both quality and quantity.

Make The Decision To Buy Easy

Once you’ve attracted an audience, the next step is to make the decision to buy as easy as possible. Buying a book should be a fun and engaging experience, not a hassle-filled task that leaves your audience feeling frustrated. In order to achieve this, you’ll want to put yourself in your audience’s shoes and think about what they want. More specifically, you’ll want to know what makes this book different to others in its genre. What special attributes does it have that makes it more valuable? You may also want to consider the audience you want to attract and whether this particular book will be accessible to them. Once you know the answers to these questions, it’ll be much easier to decide whether or not this is a book they’ll enjoy spending their time working through.

Offer Something Unique

Now that you have a clear picture of what your store is and what it has to offer, you can begin to think about what makes your unique selling point. Your aim here is to find something that no other book store offers and that will make your customers come back for more. If you have a specific expertise in your field that differentiates you from other bookstores, such as providing exceptional customer service or publishing noteworthy titles, this is the perfect place to highlight these skills. Similarly, if you have an in-house or separate team of experts that can provide specialized knowledge, this is the perfect place to showcase your knowledge and attract customers to your store who are interested in what you have to offer.

Create Awareness

Awareness is the last step of the customer journey, and it doesn’t necessarily mean that a customer has to visit your store to be aware of your existence. You can create awareness through many different means, such as:

  • Product placements in other media, such as TV and film.
  • Social media campaigns.
  • Guest blogger outreach.
  • Press release distribution.
  • Video testimonials.
  • Webinars.
  • E-books.
  • Offline marketing, such as billboards, bus stops and flyers.

The important thing is to find ways to bring awareness to your store’s existence. Having a physical store front is an excellent way to do this, but so is having a well-established website or blog. Even better is having a combination of the two. With so many different ways to gain awareness these days, you’ll be sure to find a way to reach out to your audience.