book marketing, online marketing

Marketing your book online is a structured event and sort of like a wagon wheel with spokes all connecting to the center hub as well as many times to each other. Each spoke not only “pyramids” to the top at the hub but also may have its own marketing purpose in addition to supporting the hub. The overall wheel is thus symbolizing your online book marketing campaign.

Just because your writing is complete and the book printing is done, there is a whole new challenge facing you should you want your book to sell to the public.

To start from the beginning, just like your book, there is the central character, the hub and in most cases should be your website. Like the wheel with the spokes leading into the hub, “all roads should lead to your web” just as they did two thousand years ago to Rome. There are two main purposes to do this: The first is that your website should be the ultimate marketing vehicle for your book or books as well as a place where you can expand into information about yourself, your background and all of your related business attributes. In other words your “brand” which is in the case of authors, your name.

Web Site:

Your web should be chock full of interesting information about you as well as multiple forms of contact information as to where to buy your book, how to reach you for speaking events and your bio. It should be simplistically constructed in HTML and ideally with a CSS (Cascading Style Sheets) scripting if possible as that takes much of the code from the page content that is visible to the search engines and to you if you right clicked on any web page and choose “view page source” in order to see the code.

It is important to have a cleanly built and well organized site both for the user and the search engines. The site should load fast in ones web browser, have relevant information for the visitor and the search engines as well. Using the USP or Unique Selling Proposition is also important as once a visitor arrives, they want to know the “benefits” of buying and reading your book, along with having a call to action present at the end of your “pitch” to “Contact us now, and receive a special…….with your purchase”.


Blogging accomplishes several things especially acting as your press release on a regular basis and should be done two or three times a week. You can write about your book, characters in your book, topics that relate to your book and so forth. Thus doing so is both promoting your website (the hub) as well as your book. The second thing that blogging does is establishes your “author ranking” with Google but not in the sense of being the author of your book, but as an expert “author-ity” in their eyes and this will affect your websites ranking in the SERPs (Search Engine Ranking Position).

Social Networking:

This can be viewed as a series of spokes as there are multiple sites to engage potential readers with and like blogging not only extends your reach but adds to your “author rank” with Google. The higher the author rank, the higher your website ranks, the more visitors, the more sales and the world goes round and round. J

While there are many social networking sites and it is important to be on the biggest ones with high Google page rank, one can only engage so much with others on all of them, unless they are reaching out to you. My business model serves me best when I engage on LinkedIn, Google Plus, which now has groups or circles as they call them similar to the LinkedIn groups and Twitter. However, you may find otherwise for your purposes.

My list of the ones I deem the most important to me as both for their reach, audience and how Google views links from them, are as follows:

  • Facebook
  • Twitter
  • LinkedIn
  • Google Plus (you can have a personal and business page for double the “juice”)
  • Pinterest
  • Squidoo (you can post an RSS feed for your blog so you do not need to post each new one)
  • MySpace
  • American Express Open (where you can post as an expert offering advice)
  • Delicious
  • Tumbler
  • Reddit
  • Blogger
  • Scoopit
  • Bizsugar

Once I write a new blog I post it with a few comments as to why it is an important read to each of these locations. Scoopit in particular is a place to syndicate your blog as is Blogger if you use WordPress, as I do for my original posting. (you can reverse it if you use Blogger for your original positing). Your blog should contain at least one back link to your website as the whole exercise is to tie all of this together. You can further on Pinterest, Blogger and others repost to Twitter or FaceBook, etc. so that you are using one network to bolster a post in another, which just adds to the “juice” that Google sees. If time permits you will want to make this as much as a round robin event as you can.

One thing not to worry about is duplicate page content, which would be the case if you were posting your web pages as new information everywhere, as with a blog; Google sees it as “syndication”. Speaking of which, you will also want to establish your blog with an RSS feed should any syndicators, such as Scoopit, Newstext or other syndicators want to pick it up. Our blog is even featured on a number of websites who want to offer the information written there to their clientele. Again, this is spreading the “juice” around, all of which Google likes.

Press Releases:

I would send out press releases that you can write with back links (everything you write should have a link back to your site) to you but I would not over do it, choosing only the top ranked sites that may accept your submissions as this has been overused and abused by web spammers.  You can Google them to find them and here are a couple to look at, but check the page rank and make sure it is at least 4 or above.

(Cut and paste these into your browser).

I would be less likely to submit articles as there is an area of sheer over abuse as the last thing you would want is to have your website penalized by Google for practices they may consider as spam.

Niche Sites:

Some sites that provide a list for book promotion are as follows, but again check the rankings of them once you visit there and if less than a 3 ranked site, don’t bother.

(Cut and paste these into your browser).

You worked hard to author your book and with self publishing becoming dominant, many publishers pulling back on promoting new authors and even those established publishers who are looking for new ways to promote books, there is more work to be done. This time it is not your right brain but the left that needs to take over and I hope you find this information helpful in your endeavor to promote your book.


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