Successful Strategies to Get You and Your Book Noticed Paula Krapf, Author Marketing Experts, Inc.
! According to Bowker, authors self-published more than 391,000 books in 2012 http://www.mediabistro.com/galleycat/bowkercounted-391000-self-published-books-in-2012_b78844! Make sure yours can be found.
! It's not the Field of Dreams, where you write it and they will buy.! You need to create awareness, get exposure and drive demand
! Publicists have resources: such as access to exclusive database directories of all media contacts.! Industry contacts built up from years of experience - media people (print, TV, radio), bookstore contacts/expertise, etc.
! Authors choose publicists for specific goals: book reviews, book events, getting qualified traffic to a website and/or blog, & developing social media sites/followings.! If you diy, ask: How much time can you set aside for research, building lists/followers, pitching, creating social media content, etc.?
! Amazon top reviewers: http://www.amazon.com/review/top-reviewers! Book Reviewers on the Web: http://robinmizell.wordpress.com/bookreviewers/! Midwest Book Review: http://www.midwestbookreview.com/links/ othr_rev.htm
! Twitter and Facebook autoposts.! Share: http://www.stumbleupon.com http://digg.com http://delicious.com! Follow other blogs and leave comments.! Submit your blog to directories: http://www.dmoz.org/ http://dir.yahoo.com/ http://botw.org/ http://www.google.com/blogsearch http://www.technorati.com http://www.blogpulse.com
! Note: many firms and publicists won't work with self-published authors.! Research - the company/publicist, their programs. Check sites like Writer Beware and Absolute Write to see if there have been any complaints.
! Learn how they work, about their reporting procedures, whether they will turn over their work to you when they're done.! Ask for references.
! Remember: This is a partnership. You need to be involved in your own success. No matter what you hire someone to do, you should work on other marketing goals while your publicist works on your programs.
! There are fee-based retainer, per project, and pay-for-performance models.! A monthly retainer can be as high as $5,000 to $10,000 per month, especially if you hire an agency. An independent publicist will charge $50 per hour or higher.
! A la carte services run $200-$400 for a press release or media kit.! Specific programs range from $200-$500 for a virtual author tour, writing/promoting a release, developing a media kit, etc.
! Larger campaigns that include methods for driving traffic to a website or blog, and building a social media presence start at $2,500 and go up from there. These programs tend to run 30 days or more.
! Pay for placement is controversial. If you have a strong platform and expertise in a given area then this is an option to consider. Otherwise, it s unlikely top-tier media will feature your work. Some media already refuse PPP features.
! Discuss your goals; a good publicist will give honest feedback on what he or she can help you achieve.! Review your contract because those are the services you're paying for, nothing more, nothing less.
! A publisher's panel at a recent Digital Book World conference concluded that authors don't need websites.! A website, however, is a 24/7 sales and marketing tool that's all yours.
! If you're an author, a website is the one online property you can own and control.! You can't control what social media sites do, or changes they might make. Social media is great for conversation, sharing, audience building - but not so much for direct selling.
! A website is a 24/7 sales & marketing tool that you own.! And - you get Google Authorship which is an important way to gain credibility and discoverability online.
Your blog needs a complete profile along with a link to your Google+ profile. http://www.susangilbert.com/google-authorshipget-seo-and-get-noticed/ and, to get more from G+ http://www.copyblogger.com/google-pluscontent-strategies/
! Where can readers buy your book?
! Strong call to action: Tell your visitors what you want them to do, otherwise they will leave without taking action.
! Contact points: Make it easy for someone to contact you, either through a phone number, contact form, direct email, or a combination of methods.
! Sign-ups: Most visitors won't buy the first time they land on your site. Get them to sign up for your blog, newsletter, or announcement list (permission marketing) and get them back to your site again and again.
! Blog: In an age of almost monthly Google algorithm changes a blog is no longer an option if you're trying to get some visibility for your site. It's a must. Update it at a minimum of twice a week.
! In 2012, 43.8% of books bought by consumers were sold online, according to Bowker.
! Keys to Amazon - discover ways to maximize your book page and stand out from the crowd.! Add images to your book page.
! Type keywords associated with your book into Amazon's search bar to see what Amazon suggests - incorporate those suggestions into your title and subtitle, and description. You can also use a keyword tool like ubersuggest.org
! Choose as narrow a category as you can. That will help your book stand out, come up higher in Amazon searches, be recommended to readers, etc. http://www.amazon.com/-/b/?node=1000. Categories do change, so be prepared.
! Amazon Author Central lets authors display bibliographies, biographies, photos, and blog feeds. Add videos, manage events, post reviews, and more. Use all the features on this valuable piece of online real estate.
! Experiment with free ebook promotions and do some price variations; this also juices your book in Amazon's system.
! Think beyond the bookstore: video stores, electronics stores, grocery stores, spas, restaurants, coffee shops, Hallmark stores, street fairs, farmers markets, gyms, yoga studios, wineries, art stores, coffee shops, airports.
! Speaking engagements approach local businesses, civic organizations, nonprofits, business groups, social clubs, Toastmasters. Search for Writer Conferences and Book Fairs, contact libraries, bookstores, museums and book clubs.
! Add a book club form and discussion questions to your website.! On sites like Goodreads indicate you're available to speak to clubs in person, by Skype or via phone.
! Find clubs through local libraries and bookstores, Facebook and other social networking sites.! Add yourself to this directory: http://www.mediabistro.com/galleycat/ resources-for-authors-traveling-to-book-clubsschools_b20397
! Fee based service: http://www.bookclubcookbook.com/ for_publishers.htm! Other marketing opportunities: MeetUps, civic organizations, social and hobby groups. Use your imagination!
! Approach Catalogs/Gift guides; you can search these directories and sites: http://www.catalogs.com/! Approach organizations, associations or groups who might buy multiple copies for giveaways or promotions. Start local with a Google search of your city name and your keywords. Then go state-wide, regional, etc. Offer them a discount on buying your book in larger quantities. http://www.marketingsource.com/directories/ associations/us
! Start with a marketing plan to outline your goals. Then you can break it into smaller pieces and schedule time to work on each element. http://www.amarketingexpert.com/elements-ofa-successful-marketing-plan/
! SocialOomph: https://www.socialoomph.com/ (Free and paid versions)! Hootsuite: http://hootsuite.com/ (Free and paid versions)! Buffer: http://bufferapp.com/! And more: http://socialmediatoday.com/daniel-zeevi/ 1344346/top-10-social-media-managementtools
! Seems obvious, right?! Set goals and break tasks into smaller components. Work on a few things each week. Cut out distractions (social media, Internet in general, TV, etc). Use a timer.
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