B2B author growth ideas (steal these to fix your #1 fail)

Daniel Bennett ★ -

So I was diving down the deep dark r/productmarketing rabbit hole chasing go-to-market research when I ran into this rec for an awesome B2B book by product marketing expert and author Mary Sheehan.

I chased the rabbit a little further and found an awesome book launch landing page at https://www.productlaunch.pro/.

Looks good but doesn't sell. Can anyone tell me what's missing?

Yes! Good guess. No lead magnet opt in.

Even a simple "Get all my bonus resources free" button would be huge for conversions. Below is buttons to buy on Amazon - you're just handing Jeffie B. your customer contact info (and he doesn't share).

THIS IS BY FAR THE BIGGEST MISS I SEE ON BOOK LANDING PAGES.

Stop it. Now. Unless you hate money.

Problem #2. I got confused.

I was on a book launch page, then the next page took me to a high ticket B2C program teaching working moms how to live their best life.

Confused buyers don't buy.

The simple change is just change the domain name to her firstnamelastname - then it all makes sense. She's a B2B expert, author and passionate about helping moms. Got it.

Couple more quick win ideas:

  • Put a lead magnet like "download the first chapter free" or "get all my bonus resources free" as the first button in the middle of your home page (hero section above the fold)
  • Seems like you are growing a personal brand out of a book launch site. MarySheehan.com is $4k (only?) and would really help clarify the brand image (I got confused when I saw the B2B book then the B2C retreat program)
  • Consider adding B2B products - "How I make extra income teaching how I do my FT job". Every FT exec wants to do what you've done and transition into a personal brand
  • Get affiliate partners to sell your existing digital products
  • Media/podcast tour promoting the book and related products
  • Weekly nurture emails to your list (if you don't)
  • FB ads targeted to a lookalike audience from your email list
  • Increasing your speaking fees (a polished personal brand and site will help big time, speaking feature page, available for virtual keynotes and workshops, etc.)
  • Optimize your site for sales (compelling copywriting, headlines, call to actions, offers, etc.)
  • Take your digital products and create higher and lower priced versions 

If I can help you, holler.

– Daniel