build your online book marketing plan: simple strategies to increase website traffic, build buzz and...
DESCRIPTION
Before self-publishing her first book, Stephanie Chandler decided to build an audience online. The success of that effort led to corporate sponsorships, major media coverage, product sales, and a variety of other opportunities. In this content-rich presentation, she shares strategies that nonfiction authors can use to develop a marketing plan focused on building an audience online. You will learn how to: • Build an effective book marketing plan—you will begin creating yours during this session! • Identify and attract your ideal audience online • Leverage blogging to increase site traffic and sales • Conduct interviews with internet media sources • Use articles, podcasts, videos, and content marketing tactics to boost traffic • Expand revenues with information products • Utilize Facebook, Twitter, LinkedIn, Google+, and Pinterest—all without a big time commitment (really!) With so much competition in the publishing field, it is critical that publishers and authors build a marketing plan that works. Whether you already have one, two or twenty books to your credit or you are just getting started; a plan that includes effective internet marketing strategies can have a dramatic impact on your publishing success.TRANSCRIPT
Build Your ONLINE Book Marketing Plan
Simple Strategies to Increase Website Traffic, Build Buzz and Sell More Books
Stephanie Chandler@bizauthor
What Do You Want to Be Known For?
1. Define Your Target Audience
2. Identify Their Wants/Needs
3. Establish Your Authority
4. Become a Resource
5. Choose Your Business Model
GOAL = SERVE
Claim Your NICHE and Step on to the Virtual Stage
Small Biz Thoughts.comAuthor/Speaker/Consultant for IT Business Owners
Melinda Emerson@SmallBizLady
Patrick SchwerdtfegerSocial Media Victories
Kemble ScottFiction Writer
J.A. KonrathThrillers and Publishing? Straddling Two Niches
Gretchen RubinCome On Get Happy!
17 Billion Searches Per Month:
= 66.9%
Microsoft Sites (Bing, MSN) = 17.9%Yahoo = 11.4%
Ask = 2.6%AOL = 1.3%
How the Search Engines WorkAnd Why it Matters
Source: Comscore.com, Sept. 2013
Search Engine Optimization (SEO)
Keywords/Key Phrases• Page Title• Description• Header• Repeated on Page• Page URL• Images
Increase Your Chances of Getting Found
SEO Best Practices
• Keyword Concentration• Relevant Incoming Links• Anchored Links• Minimal Use of Flash• Frequent Updates• Content is King
Small Changes Make a Big Difference
The Power of Blogging
• Great SEO• Build Your
Audience• Media Potential• Content from
Customers, Peers, Employees
Your Secret Weapon
The Big Secret: Content
• Articles/Blog Posts• Product Reviews• Industry News• How-to Tips• Case Studies• Interviews with Executives• Editorial Commentary• Enlist Peers, Clients, Employees
*Your Site and Other Sites
Showcase Your Expertise
Podcasts, Teleseminars, Webinars
• Single events, series or conferences
• Be a guest on other people’s programs
• Host your own• Promote via social
media• Archive on your site• Distribute via iTunes
Expand Your Reach
Video
• Generate traffic• Attract target
audience• Establish expertise• Add interest to your
website• Inexpensive to
produce
Potential to Go Viral
Information Products
• Books
• Ebooks
• Special Reports
• Whitepapers
• Tips Sheets
• Workbooks
• Training Programs
Give Away or Sell for Profit
Grow Your Audience
• Community is vital• Find your target audience• Figure out where they spend their
time• Engage in existing communities• Start your own
– Meetup.com– LinkedIn Groups– Ning– Yahoo Groups
Tap into the Power of Community
Email Marketing
• Permission to market!• Build your list• Give incentive• Options:
– Constant Contact– iContact– Mail Chimp– Aweber
It’s Not Dead!
Corporate Sponsors
• Speaking• Spokesperson• Blogging• Site Ads• Give-Aways• Webinars• Twitter Chats• Event Sponsorship• Books in Bulk
They Need You
Social Media
• Build brand awareness• Engage past clients• Attract new clients and
readers• Immediate impact• Create community• Viral marketing
Why it Matters
Facebook Strategy
• Build a Business Page• Share Blog Content, Tips,
Articles, Links, Videos, Photos• Ask Questions• Participate Daily• Cross-Promote on Your Site,
E-mail Marketing, Ads, etc.• Promoted Posts and Ads
Engage Your Audience
LinkedIn Strategy
• Add Keywords• Import Contacts• Find Groups• Get Introduced• Ask for Endorsements• Locate Key Contacts• Invest in LinkedIn Mail
Find Professional Connections
Pinterest Strategy
• Pin Your Blog Posts• Pin Blog Posts by
Others• Share Resources• Be Interesting• Always Remember Your
Target Audience
Visual Network
Google+ Strategy
• Share Blog Posts, Interesting Content
• Use the +1 Button• Add People to Your
Circles • Interact With Others
Link Juice Here
Twitter Strategy
• Follow Those You Want Following You
• Share Links to Blog Posts, Resources, Industry News
• Retweet Often• Post Often: 5+ Times Per Day• Repeat Your Tweets
Microblogging in 140 Characters or Less
Steps to Success
• Define Your Target Audience
• Leverage Community• Become a Resource• Optimize Your Site• Blog Often• Add Content: Videos,
Podcasts, Webinars • Distribute Information:
Ebooks, Books, Reports• Join Social Media
Commit a Little Time Each Day
Questions?www.NonfictionAuthorsAssociation.com
www.AuthorityPublishing.com
www.BusinessInfoGuide.com
www.StephanieChandler.com
Twitter: @bizauthor
Thank YOUI Appreciate Your Time!