Who are you marketing your book to? As they say in the bible of marketing “know thy subject!” The cornerstone of any marketing campaign is to understand who you are marketing to. You never want to shotgun your efforts as you will be more productive rifling them, so read, AIM and fire.
Once you understand your market niche, you than can do research based on an exact section of the population who may have the best chance of becoming buyers of your book or magazine. Example: Let’s say for example your market is that of non-fiction readers. You can then search exactly on that: “non-fiction readers” or “non-fiction readers groups.” You can also use twitter and other hash (#) tag friendly sites and search as “#non-fiction readers.”
How have you structured your messaging and sales center? In my case, and I believe it works best in most cases think of your focal point as your website with all else you do as spokes on a wheel with your web being the hub. Your website is where you can sell your product and have the largest volume of information. All you do online should have a link pointing back to your website as your central location as you would a store.
What is “Author Ranking?” In every instance of what you post, your name should be listed as “author” so that with your posts, re posts, favoriting, and comments you build your “author authority” with Google which is today’s version of the outdated Page Rank. Therefore the higher you are ranked and the higher you show up in Google Search the better the chance of selling more books, magazines or widgets.
You have your website, next comes your blog which can and should be a page on your website. WordPress is very user friendly in that regard as you can integrate WordPress right on your site. This way you have far more control along with many more bells and whistles to help you promote your blog as well as a branded look which is also a boon to your marketing.
Now since you have set up the basis of your storefront, let’s take a look at how this all integrates together and I will outline exactly what I will be doing once this article is written.
1- I start with my blog: When writing my blog, I make sure to reference a few key words so that Google can get a better idea of what this post is about as well as how I want to be found in Google Search. WordPress (as set up on my web as a page on the site) allows me to then categorize the post for Category: “Commercial Printing Tips”, Tags: “book printing”, “magazine printing”, etc. I add images, as no matter what the image, hopefully related to post, it increases your chance of having your post clicked on and read.
At the bottom of my post I have a section where folks are encouraged to engage with me on a variety of social networking sites as well as being asked to pass on this post to others.
In addition WordPress also as sections where you can further describe your post to the search engines which helps them better understand how they will “serve your page up” based on the queries. They are as follows:
Rich Snippits: This allows you to describe your book or magazine to searchers and informs them about price, availability, currency etc.
Search Engine Listing: Here you can add, as with a website, a title and description as well as keyword metatags. They have two sections, one for the search engines and one for the social networking sites. Fill them both in.
Custom Fields: Use the drop down box and choose “post-thumb” and add the link address for the image(s) in your post so that they will be the ones served up when you post. FaceBook is notorious for picking incorrect images from a post.
Plug Ins: WordPress offers many other plug ins that are important to use such as “Share This” so others can share your post on a variety of social networking sites of your choice. There is also “Related Posts” and “Rich Snippits” as mentioned above.
2- Once the blog is written: It is now time to “populate the web” with your thoughts. You can post your link to what you wrote in LinkedIn, as well as in the groups that it is appropriate to, FaceBook, Twitter, Pinterest, Flickr, Google Plus One (super important as here there are many groups you want to post to, and you can find niche groups for book readers and more), Amex Open, Digg, BizSugar, Tumblr, Delicious, Reddit, ScoopIt, Blogger, Pocket and Instapaper. A nice tool to semi automate this is “Add This.”
3- Cross pollinate: Don’t just rely on links going back to your website. For example, many of the social networking sites, such as Pinterest, Amex Open and others allow you to “Tweet” what you just posted there. By cross pollinating to these other sites as well you are expanding your reach and improving your SEO with the search engines as you have just made that initial post a notch more important.
4- Always Reply: Answer all comments made, thumbs up, retweets and favoriting, even if only with a thank you to that person. By doing this I hit the top of most forums as a “top contributor” in LinkedIn and the action of this further dissemination does not go unnoticed by Google and other search engines.
OK, all I have just outlined what I am about to begin to do following posting this article and my work, as you can see from the above is cut out for me. Hopefully, while there is work here for any to emulate, at least I have provided you with a plan so that you too can become the great artist that you are, even if it is painting by numbers. Happy marketing!
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