We’re only halfway through 2016. And yet, everyone’s eyes are on the future already. Based on all the conversations going on in the publishing and marketing worlds, here are five things that I hear each book website should have in the new year…
Book Website Technology Musts for 2017
- Podcasts. Content is still king. But audio content is … well, whatever is higher than king. Authors should consider repurposing some of their blog content or book content in the form of podcasts, or podcasting interviews/conversations with other authors or experts. Podcast listening grew 23% between 2015 and 2016. There’s reason to think it will grow even more in the coming year.
- Livestreaming. I’ve written many posts about the hows and whys of using video on your website. But suffice to say, if you’re not using it by the end of 2016, you’ll be missing out on a lot of site traffic — both to your site and your videos on YouTube, as YouTube is now the second biggest search engine (behind Google). But the latest trend goes beyond that … it’s about livestreaming video. According to Dave Kerpen of Likeable Local via HuffPost, “Apps such as Periscope, Meerkat and Blab will grow in popularity and create opportunities for marketers to cut through the ever-cluttered landscape.” Think about livestreaming your videos from conferences, book signings and more.
- Instant articles from Facebook. According to socialmediaweek.com, this relatively new feature allows you to immediately post any new content on your site — like blog entries — directly to Facebook. “Essentially, the company’s content management system interfaces directly with Facebook and can seamlessly publish new content as it is ready for release.” It’s currently only available to big publishers (like NY Times, etc…), but predictions are that anyone will be able to use it by the end of 2016. So next time you post a blog entry about, say, your commentary on last week’s Brexit vote and how it ties into your book, that would immediately appear on Facebook and be visible to all.
- An omni-channel experience. It’s quite a buzz word, right? Well, what it refers to is creating an experience for your readers on various channels at various stages of their journey. An example provided by conversionadvantage.com is one that Disney used:
- Users book a trip online and then use the My Disney Experience tool to help them plan the whole trip from booking hotels, obtaining passes etc.
- Once they arrive at the park, the app helps users locate attractions and waiting times.
- But the experience gets better with their Magic Band which acts as a hotel room key, photo storage device for any pictures, and a food ordering tool.
Think about how you can provide something similar for your users. Maybe their experience starts with them viewing your website. Then they buy the hard copy and read the book. Maybe you want to offer them an app that they can use while reading the book to track their growth/learnings/progress. Then maybe they can come back to the website and join an online community to share their thoughts. Think about all the different ways your book can touch a reader, and how you can offer, as they call it, an omni-channel experience.
- Personalized emails. I’ve been saying forever that it’s important for authors to collect email addresses. And that hasn’t changed. But it’s what you do with those email addresses that is changing. Instead of just putting everyone’s name on one big email list and sending out emails en masse, today’s emails are becoming more and more personalized. First, it’s helpful to actually use a person’s name in the email to make it clear that it’s customized for them. Also, ask users when they sign up what they’re looking to receive. Do they want news updates? Do they want to be pinged every time you post a new blog entry? Are they just looking for a monthly recap? Give them options and then bucket your lists so that people are receiving exactly what they’re looking for. Also make sure to collect users’ geographic information so that you can update the appropriate people if, say, you’re doing a radio interview in Philadelphia tomorrow. By collecting a user’s name, location and interests (in addition to their email address), you can ensure that their email experience is a satisfying one.
What other book website trends are you predicting for 2017? Share them with us.