Visibility Generating
& Authority Building
Writing and Marketing Information
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| September 13, 2014 / Newsletter 091314
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Book Marketing – Yesterday and Today
By Karen Cioffi
“The Times They Are A-Changin.’”
Bob Dylan’s title to his 1964 album is still right on the mark in regard
to today’s book marketing arena. In fact, we might say the times are
still a-changin,’ since we’ve seen lots of changes already and there are
many more to come.
The major change that's unfolded has been a turn toward online
marketing, specifically content marketing, as being an absolute
essential part of any marketing strategy. Offline strategies that worked
yesterday don’t quite cut it today or we might say they’re not as
effective. Let’s take a look at a few.
Five old book marketing strategies that don’t pull the weight they once did:
- Book signings
- Offline book tours
- Traditional paid book review sources, such as Kirkus and Publisher’s Weekly
- Print advertising
- Broadly targeted and impersonal press releases
- Impersonal media kits
This is not to say these strategies can’t bring some visibility and
value, but they are certainly not as powerful as they once were. Taking
the marketing lead are savvier, reader friendly, personalized, and
search engine optimized strategies. Let’s look at a few of those.
Eight newer and more effective book marketing strategies:
- Optimized author websites and blogs
- Content marketing
- Social media and networking
- Virtual book tours (online)
- Online reviews from high ranking review sites
- Free excerpts, other useful freebies, e-galleys
- Personalized media kits
- Email marketing (e-newsletters)
If you look closely, what do you notice? What are some of the main elements of the newer more effective strategies?
Four prevalent elements of the newer strategies:
The very first element is the cost – there really isn’t any.
While you may incur some expenses, they are usually reasonable and
affordable. And, much of what needs to be done can be done for free.
You can also improve your skills free of charge. Take free courses in
your niche. Attend free online conferences. Watch free webinars or
videos. Do what it takes to help you hone your craft or build your
marketing skills.
Having low or no-cost strategies within reach is great for indie authors and those with small publishers.
The second element is having an online presence or author online platform
and generating ongoing visibility. The foundation of that platform and
visibility is a website. You CANNOT have an effective online presence
without a website.
Other elements of a platform include content marketing, social networking, and email marketing.
The third element is giving people what they want, whether it’s
information, excerpts of your book, special offers, or other, it’s about
‘giving.’
The fourth element is connecting, being sociable, and
personalization. This means social media marketing. Moving forward,
having a relationship with people, especially your readers, will
probably be the most important element in effective book marketing.
There is of course more involved in creating and maintaining a
successful book marketing strategy, but these four elements are in the
forefront of what you should be doing.
What strategies will you be using in 2014?
P.S. Like the post? Please share it back at the site!
~~~~~
You might also be interested in this writing article:
How to Write Satisfying Endings
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A Cool Tool to Check Out
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Are you an author or freelance writer, or have a home business?
If you need help getting your website and online platform moving forward then check out my 6 week e-class through WOW! Women on Writing, just CLICK HERE. (The next class is November 3rd.)
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