I
often hear from authors that they don’t know where to start when it comes to
branding, marketing, and promotions. We hear a lot about branding and building
a platform. So what type of help might an author need in this area?
Certainly
many authors could take advantage of establishing or improving their brand,
including:
·
Unpublished
writers seeking to land a book deal with the help of a bigger profile
·
Writers
who want to seed growth for their books many months prior to a book’s launch
·
Authors
looking to grow their brand and profile during their book launch and beyond
Authors
may benefit from people who can supply these services:
·
Strategic
Branding Advice:
o
Branding consultation and strategizing sessions with an expert
o
Having a pro review their book, background, and marketing
materials to determine their brand
o
Having their key selling points identified
o
Getting a website audit by a pro who knows what to look for
o
Understanding how to leverage his or her network of contacts
o
Knowing how to secure blurbs and testimonials for their books
o
Brainstorm
on marketing opportunities to pursue
o
Strategize
on messaging and developing one’s brand
o
Create
fliers and marketing materials/letters
o
Perform
extensive/detailed research of specific markets
o
Help
them leverage their network of lists and
assets
o
Help
them conduct or circulate a Webinar
o
Help
create content for seminar or events
o
Help
them put together a promotional download or create a marketing video
o
Consult
on the Development A Column, Radio Show, TV Show
o
Provide
A Book Marketing Audit – or a SWOT
o
Competitive
marketing analysis – show them what others in their genre/field are doing
o
Bestseller
consultation
o
Manage
an advertising campaign – advise on where to spend money, content of ads
·
Establish
accounts and create user profiles with key social media outlets:
o
Twitter, You Tube, Linked In, Instagram, Google +, Pinterest
·
Social
Media Activity:
o
Have content crafted for the author to share via social media
o
Brainstorm or develop content for an author’s blog or podcast
o
Interact online as a surrogate for the author, including sharing
and posting content through social media platforms on behalf of the author
o
Increase the frequency and quality of social media engagement of
an author
o
Greatly increase the number of connections/friends/followers on
each social media platform
·
Speaking:
o
Identify organizations to solicit engagement opportunities
o
Research the right contacts and developing outreach lists
o
Put together a speaker’s sheet/marketing kit
o
Help the author identify which topics he or she can speak on
o
Reach out and follow up with groups for paid/unpaid speaking
appearances
o
Seek out a speaker’s bureau on their behalf
·
News Media/Publicity:
o
Develop
your media profile by pitching you as an expert to targeted media, including
select local or national radio, television, newspapers, magazines, newswires,
industry publications and niche media outlets
When it comes to marketing a book, authors
might need these services:
Bookstores
- Craft a letter - -and gather a list of
independent and chain bookstores – and contact them about an author’s
book.
- Arrange for book signings
Libraries
- Craft a letter - -and gather a list of
public libraries and/or specialty or school libraries – and solicit them
about an author’s book/
- Arrange for book talks – possible book
sales
Associations
- Craft a list, gather a letter, and
contract thousands of national, regional, and local associations, both
professional and non-profit ones.
- Seek out speaking appearances, bulk sales,
opportunities to post on their site/blog/newsletter, or explore some way
of collaborating with them
Non-Profits
- Compile a list of non-profits – then write
a letter -- and connect with them via call, email or mail regarding an
author’s book and seek out speaking appearances, bulk sales, opportunities
to post on their site/blog/newsletter, or explore some way of
collaborating with them
Facebook Groups
- Identify groups you should join
- Connect with these groups on your behalf
Book Awards
- Identify awards for authors to apply to,
providing application/rules/fees
- Help authors apply for these awards
Conferences/Seminars/Book Fairs
- Identify the conferences/seminars authors
should consider attending or displaying at
Resources
- Identify when publications or digital resources
authors should read to inform them on book marketing strategies/resources.
- Identify sources for authors to read for
their industry
Book Trailers
Create/distribute them for
authors.
Website
Create one for the author.
Book Freebies
- There are many sites and outlets like
Amazon that offer the posting of books for free – you could benefit from
having a list of these giveaway sites. Consider posting on an author’s
book or backlist title on the giveaway sites to help build a brand
Book Clubs
Work with MJ Rose Author Buzz
or Penny Sensiverri – or develop your own lists.
Direct Sales
Depending on the book’s subject
matter and the author’s credentials, authors need to develop lists of each of
the following – either nationally, regionally or locally – and to contact them
regarding the purchase of their book, pursue the consideration of a speaking
appearance, or secure an opportunity for writing a piece for their web
site/newsletter/blog
- Government Agencies
- Chambers of Commerce
- Retirement Communities
- Nursing Homes
- Universities
- Public Schools
- Hospitals
- Rehab Centers
- Churches and Temples
- Certain kinds of stores, such as Gift
Shops, Clothing Stores, Italian Restaurants
- Realtors
- Senior Centers
- Day Camps
- Summer Camps
- Day Care Centers
- Corporations of a certain industry, size,
location
- Women’s Groups
- Political Organizations
- Museums and Cultural Centers
- Professional/Organizations
- Military Bases/Veterans groups
- Sports Leagues and Teams
- Travel related entities
- Health Organizations
- Labor Unions
- Schools
- Special Markets such as Airports
- Overseas markets: Canada, UK, global
Think
about what you can do vs. what a professional would do for you. Determine which
areas are most important to you and which ones you need the most help in. Then
seek out a professional who can guide you and work closely with you in a
collaborative manner.
2016 Book Marketing &
Book Publicity Toolkit
Brian Feinblum’s views,
opinions, and ideas expressed in this blog are his alone and not that of his
employer. You can follow him on Twitter @theprexpert and email him
at brianfeinblum@gmail.com. He feels more important when discussed in the
third-person. This is copyrighted by BookMarketingBuzzBlog © 2016
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