Book promotion involves more than landing interviews with authorities in your niche. Today, content is king. 70% of marketing professionals plan to create more content this year than last; this is because it’s the least expensive, most effective promotional method.
So, if you ever want to be able to quit your day job, you need to create a content marketing strategy. Here are seven tips to formulate a plan that will optimize your ebook sales this year.
1. Know Your Target Reader
The first and most important action to take when brainstorming is to get to know your target reader – truly understand them. Note that your target readers are not likely other authors, so writing for this market isn’t going to provide much in the way of establishing a fanbase. Instead, zero-in your efforts on a group of people who are likely to go bananas over your work and focus on them.
Once you have an idea who to target, find out where these readers hang out online. After you discover where they are, join them. You are there to interact naturally as well as find out what their pain points are. By solving their problems with your online content (blog, YouTube videos, etc.), you will provide value and draw positive attention to yourself.
2. Set Realistic, Measurable Goals
Once you know the pain points of your readers (these are the topics you want to cover in your content), set your objectives that you can measure. Every promotional strategy has goals – you use them to stay on point and measure the effectiveness of your overall strategy.
3. Leverage Social Media to Promote Everything
If you create a new video, send it out across Facebook and twitter. When you post an infographic on your blog, share it on Pinterest as well. You want all of your content to be seen across the web, in as many places as possible. The trick is to direct people to your content online, then have a trail that they can follow to discover your ebook.
4. Brand Your Images and Infographics
Your ebooks and website are branded, right? Well, all of your promotional materials should be. This doesn’t mean that you need to include your logo on every single blog image. You should use a color-scheme, fonts, and image filters that are in alignment with your brand. As followers get to know you, they will recognize your brand in a sea of information, bringing you one step closer to a successful career as an author.
5. Host Your eBook on the Right Platform
If you’re planning on leveraging the millions of members on Amazon Kindle Direct Publishing or NOOK press, then you already trust that these sites are setup for ecommerce – it’s all they do. But you may have been building a following with your Blogger or WordPress account, until this point. If that’s the case, and you plan to host your ebook on your own website, use a platform that’s designed for ebook sales. This will save you a ton of effort later, and you can easily import all of your old blog posts and images.
6. Utilize Email Marketing
If you’re not already using email marketing, that may signal that you’re not interested in creating a weekly or monthly newsletter. That’s fine; though it’s helpful, you don’t have to. Technology allows you to automate your email marketing to become a nearly hands-off tactic for building relationships with your fans. Even free and inexpensive email marketing platforms allow you to create RSS campaigns that automatically send subscribers your new blog posts.
7. Be Prepared to Alter Your Plan
If I’ve learned anything working in the marketing industry, it’s that testing your promotional tactics is critical for success. Sometimes, something as seemingly trivial as the color of you call to action buttons will improve book sales. So, take some time, every couple weeks or so, to measure your campaigns and see if you’re close to meeting your goals or not. If not, adjust your tactics until you find what works.
Now you have a small arsenal of knowledge to help power your ebook promotional strategy online. Learn everything you can about your target reader and set goals that help you solve their problems. Use social media to promote your ebook with recognizable, branded content. Make sure your website is set up for book sales and generate leads while you build relationships through email marketing. Make changes to your plan as needed. What other content marketing tips have you used to promote your work? Share your experience in the comments.
Ashley Kimler is a full-time communications specialist and content marketing dynamo at Heroic Search. She is also a part-time, aspiring authorpreneur with one children’s picture book title currently available on Amazon KDP. Follow @ashleykimler on Twitter to see what she and her team get into next.