Successful Strategies to Get You and Your Book Noticed - Paula Krapf, Author Marketing Experts, Inc - Kim Bookless

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/bowker-
    counted-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/book-
    reviewers/
!   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-authorship-
get-seo-and-get-noticed/
and, to get more from G+
http://www.copyblogger.com/google-plus-
content-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-clubs-
    schools_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-of-
    a-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-management-
    tools

!   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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