should i be blogging or using social

Should I Be Blogging, Posting on Social, Or Both?

should i be blogging or using socialAuthors have limited time on their hands. In today’s busy world, who doesn’t?

So I frequently have authors who are wondering where they should invest what little marketing time they have.

If you’ve ever asked the question, “Should I be blogging or investing my time in building a following on social?” we finally have some answers.

Thanks to our friends at Contently, who recently published Does Your Content Need a Permanent Home? we have some important questions you can ask yourself when making this decision…. I’ve taken their recommended questions and customized them for authors…

Questions to Ask Yourself: Should I Be Blogging, Posting on Social, Or Both?

1. Who’s your target readership?
Who will be reading your book, anyway? Is it 50-year-old businessmen? Fifteen-year-old girls? If you’re primarily looking to reach an older, more academically-minded audience, a blog is probably a good place to dedicate your time and effort. That will allow you to drive them to your site, where you can offer additional materials and really sell your brand. If your audience skews younger, you’re probably better off offering snack-size bits — in either text or video format — that they can enjoy for a quick moment, and then go on with their day.

2. How important is ownership to you?
Do you know what the biggest difference between a blog and a social presence is? Well, it’s that you actually own your blog, and you have no ownership of anything on social. Not only does that mean that a social networking platform can take down anything you post if they’re so inclined, it also means that if they shut down their site, everything you’ve written there can disappear completely. And here’s another downside of lack of ownership when you post on social … you don’t really own the list of followers you acquire through social. So you may have 50,000 people following you on Twitter, but if Twitter were to cease to exist, that list would vanish completely. And if Twitter became less popular and people stopped paying attention to it? You would have no way to reach out to those followers again, short of getting them all to follow you on a new platform. Collect the same list of followers on your own site, for example, and you can collect contact info, etc… That is then yours, and you can use it for ever and ever. So if owning your material and your contact list is important to you, then blogging makes the most sense. If not, social will do just fine.

3. Do you regularly post about time-sensitive things?
Unless your blog grows to the point where it’s rivaling CNN, your blog posts are never going to be showing up at the top of a Google search result on the same day that you post it. Your social posts, on the other hand, very well might. So here’s a scenario: Let’s say you write a book about global warming. And then there’s a tropical storm, which you attribute to global warming, about to hit the US. You want to write about that, right? If you do it in blog format, it may get read … but certainly not when the search term “Tropical Storm Alberto” is trending on Google. If you post in social, with the proper hashtag, you have a much better chance of jumping on that opportunity.

4. What’s your primary online goal?
I frequently ask authors what their primary goal out of their website is. It usually falls into one of two categories: getting his/her name out there and building a following, or selling books. If your goal is the former — building your name — then social may be a good place for you to focus your efforts. By building followers on Facebook/Twitter, you are getting your name and your posts in front of a large number of people. They will regularly see you in their feed, and they will get to know your name, your face and your brand. Mission accomplished. If, on the other hand, you want to focus more on selling books, a blog may serve you better. People are far less likely to go out of their way to buy your book off of a series of cute social posts. In order to take the plunge and actually make a purchase, it usually requires something a bit stronger: an impressive blog post on an impressive website that nicely ties your book in to your overall message.

5. Is your website mobile-friendly?
While this isn’t directly related to the social vs. blog question, it is something to keep in mind. I wrote a post just a few weeks ago about the damage that can be done to your site if it’s not mobile-friendly. If that’s the case, and your site is less than optimal for the mobile audience, then it’s probably not worth your time to invest heavily in a blog on that site. Unless you plan to redesign in the near future, focus on social.

6. Do you write fiction or nonfiction?
This is another common conversation I have with authors. The truth is that marketing a fiction book is very, very different from marketing a nonfiction book. That ties back to two big reasons.

  • People read fiction books for pleasure, and nonfiction books for learnings.
  • People usually get fiction books recommended to them by friends/colleagues, while they very well may find out about a nonfiction book through browsing sites on topics that they find especially interesting.

Both of these scenarios spell out the following equation:
fiction books > nonfiction books on social
nonfiction books > fiction books on blogging

Now, you may have answered these six questions and still felt unsatisfied. After all, you might have answered three questions in one direction and three in the other. In short, we haven’t answered the question yet: “Should I be blogging?”

And that’s not for us to answer. That’s for you to ponder and figure out. Hopefully this post is a good first step in helping you do that.

identifying your target reader

Identifying Your Target Reader: Tips for Authors

identifying your target readerIt’s true. Writing is a business. That’s especially the case in today’s world of sell-it-yourself self-publishing. So as a business person, you need to put on the thinking cap of a business executive. First task? Identifying your target reader.

Just as the people who founded Pepsi Cola, Hasbro or Amazon mapped out their business plans and identified who their customers would be, you — the author — need to do the same. After all, if you’re not keeping your readers (aka customers) in mind at each and every step of your journey, then you’re potentially costing yourself success.

How to Go About Identifying Your Target Reader

Start with your genre. Which type of user generally reads that type of book? Are they male or female? What’s the age range? Are they more likely to read a hard copy or an e-book?

Chris Jones, an award-winning writing coach, recommends in a HuffPost article that you actually, “create an avatar, a fictional character on paper based on who your ideal reader is” to help you to stay on target with your message and your marketing. Here are some questions he recommends you ask as you’re creating this persona:

  • What do they look like?
  • What are their book buying habits?
  • What do they most like to read about?
  • Where do they like to find information on their favorite authors within your genre?

The Realities of Identifying Your Target Reader

So how will identifying your target reader actually change what you’re doing as an author? Well, there are a few different ways your daily activities can — and should — be adjusted by your continual reminders about your target reader.

First, it can impact the actual writing of your story. For example, if you have identified that your target reader is older, you may decide that you want to be a little less gruesome in the way you tell the story of a character’s death. After all, a 60-year-old probably isn’t as enthralled by the blood and guts as a teenager would be. Or, conversely, if your story is geared towards 20-somethings, you may decide that you want to tweak the habits of one of your characters to make him or her more relatable to that generation. Similarly, if your book speaks to the less educated, you may want to write shorter sentences and paragraphs, while a more savvy audience may find that structure a bit patronizing. There are various ways — both big and small — that keeping your reader in mind can impact your writing.

Second, identifying your target reader can impact the whens and hows of publishing your book. I mentioned before that it’s important to think about how your readers will ingest your book. Will they be binge readers, in which case you may want to release all three books of your trilogy simultaneously? Will they be reading it as an e-book or a hard copy? Do you really need to publish it in both formats, or is it a better use of your time and money to focus on one? Is your reader more likely to read your book on the beach in the summer? If that’s the case, time your release accordingly.

Lastly — and possibly most importantly — identifying your target reader should be a crucial piece of your marketing efforts. After all, how are you going to get your book in the hands of the right people if you don’t know who they are, where they are, and how they’re investing their time?

For your online efforts, pick your website strategy and social networking channels accordingly. If your audience is a group of professionals, LinkedIn may very well be worth your time. If your book is aimed at teenagers, then Instagram or SnapChat might be a better use of it. Similarly, create an author website and blog that meet your readers’ needs and preferences. Would they prefer to read a humorous blog post each week? Or would a more static site that they can turn to for information at their leisure better serve them?

Your offline efforts can also be impacted by this. If you’re trying to reach suburban moms, speaking events at book clubs or libraries may be worth your time. That effort would be far less impactful with a younger audience. Once you’ve identified your target reader, think about how and where you can meet them where they are: nursing homes, community centers, schools, etc…

The Benefits of Identifying Your Target Reader

The benefits of all this should be obvious: increased book sales. By properly identifying your target readers and making sure that all aspects of your book efforts — from writing to publishing to marketing — are geared specifically towards them, you’re increasing the likelihood of them hearing about your book, buying your book, loving your book and telling their friends about your book. And that, folks, is how bestsellers are made.

6 Steps to Building an Author Website

building-an-author-websiteThis seems like such a simple concept for a blog post. After all, I’ve been blogging about everything having to do with building an author website for more than five years now. It’s kind of shocking that I have never simply laid out all the steps to getting there, since I’ve covered such minutia surrounding it — everything from metadata to content partnerships, YouTube strategies and more.

Well, now it’s time. In the theme of simplicity, here are the steps to building an author website — from the day you decide to do it through the exciting site launch.

1. Purchase your domain name. 

Yes, you need to do this yourself. If you work with us, we are happy to walk you through it. We can also consult with you on the best domain name choices available. Here are some guidelines I’ve covered in previous posts.

2. Build your site map and strategy. 

I’m a little biased here, because this is where my heart lies. I work closely with each and every client to clearly map out a site map and site strategy. This includes deciding on your key actions (getting people to buy the book? encouraging newsletter sign-ups?), as well as what information should be front and center on your homepage, and what other content you want to include (book discussion guides? youtube videos? press kit?). It’s not always easy to figure out how to organize all of that content so that it’s easily found by readers, publishers and press. This is a key part of the process of building an author website, and I think it’s crucial that this step come before the design begins.

3. Kick off the design process. 

Now it’s time to design the site around that structure. When we are working with clients, this is when we start talking about the nitty gritty in site design — from layout preferences to color, fonts, photography and more. And if you’re working with a designer like us, it’s always helpful if you come prepared with a few other sites you’d like to model yours after — whether they belong to authors or anyone else. But even if you’re designing your own site off a template, this is where you make important decisions about how your site appears. It’s super important that it look professional and maintain the feel of your book cover and your genre.

4. Populate the pages with content. 

So the site has been designed. And you absolutely love it. Now it’s time to fill in the blanks. In other words, you now have a canvas to work with and it’s time to start doing what you are best at — writing. Create your tantalizing book blurb for the homepage. Craft the author bio. Start blogging. We provide clients with WordPress training at the beginning of this phase so that they can really feel like they own the site from this point forward, and can be comfortable adding or changing content — both before and after launch.

5. Get all your ducks in a row.

Now your site is populated. But do you have the link to buy the book working yet? How about your Facebook and Twitter accounts? Are they synched up with the site? Have you tested your contact form to make sure the email is coming through? Consider this your final dress rehearsal. Walk through each and every page on the site, click on every single link, and make sure it’s all functioning exactly as you want it to. Then…

6. Launch and promote! 

That’s right. This is when it all becomes very real. When we are working with clients, this is the final send-off. We then move the site from our private domain (where it wasn’t available to the public) to the final domain name the client has purchased. Finally, we submit the site to all the search engines (so that it can start appearing when people search for the author name, book title, and any other keyword we’ve optimized for) and also direct the client to start promoting it through social channels, email, etc…

Voila! That’s really it. Six simple steps. In reality, one or more of these may be a little more complicated than they sound, but I hope that breaking them down into buckets may help simplify the process — whether you’re working with us, another firm, or going it on your own. Here’s to building a great author website!

How Do I Get My Book Out There? Tips from the Experts

how-do-i-get-my-book-out-thereThis is the question just about every self-published author is asking. And so are many authors who went through publishing houses, too. “How do I get my book out there?”

In other words, authors are asking what they can do to get readers to take a chance on their work. What strategies or techniques will get the average reader to dedicate some time (and hopefully money) into reading your first book. Because if you’re confident in your work, you know that once they read the first book, they will be a fan for life.

Someone posed just this question to a team of successful authors and publishing experts at Publishers Weekly. Here are some suggestions, as proposed by the panelists.

1. Write more books!

Bestselling author Bella Andre recommends that you get started writing your second, third, and even fourth book before your first is a hit. “Once you have a four to five books out, and especially if they are in a connected world/series, then you are best able to begin promoting your books to readers,” she adds.

2. Become a good marketing copywriter.

Another bestselling author, Hugh Howey, says that a good writer should be able to write more than just a good book. He recommends that you hone your writing skills so that you can seamlessly craft interesting blog posts, book teasers, social networking posts and more. “Can you sell your book in a single sentence? If not, keep working on that sentence.”

3. Consider a giveaway or promotion.

The great publishing vet Jane Friedman shared her top recommendation: free stuff! As she put it, “The number one tool for any new or unknown indie author is the giveaway, whether that’s through Amazon, your own site, or a marketing service like BookBub.” And she’s right. I mean, who doesn’t want something for free? Joanna Penn, bestselling author and blogger, agrees. “Having a book for free is the very best way to get people to try your work. I have my first in series free on all e-book stores and I give away a novella on my site to entice people to sign up for my email list. You can also do giveaways on Goodreads and other sites.” Bella Andre chimes in here as well, suggesting, “You can try a temporary sale on the first book.”

4. Own a space in your genre.

Figure out exactly what type of book you have written. Then market accordingly. Jane Friedman notes that it’s especially important to make sure your website is properly updated with the right keywords for your book. “Ensure your book’s metadata is accurate and specific (your categories, tags, and description) — to make sure readers who are searching for your work’s themes, settings, or characters will be more likely find it.” Joanna Penn also recommends that you reach out to other book bloggers or reviewers in your genre to build relationships.

5. Make the right investments.

Sure, some things cost money. But many of them are worth it. Bella Andre points out that you can buy some online ads at a reasonable cost to increase the visibility of your books. Similarly, she talks about the importance of a really nice, professional-looking cover. I couldn’t agree more that getting a good book cover designer is definitely worth the investment. And, in my humble opinion, the same goes for working with a good author website development firm.

So if you’re asking the question, “How do I get my book out there?,” these five ideas will hopefully serve as a really good starting point.

5 Common Author Blog SEO Mistakes

author-blog-seoI just got off the phone with a marketing consultant who helps self-published authors promote themselves. We spent a long time talking about author blog SEO … and I was really surprised just how little even professionals understand about the dos and don’ts of search engine optimization.

With that in mind, here are five common mistakes I see/hear about from authors…

1. Optimizing for too many keywords.

How many keywords was your most recent blog post optimized for? Five? Ten? The truth is, each post should have one primary keyword. The days of entering 10 keywords in the traditional meta keyword field and thinking that your post is optimized are long gone. Nowadays, it takes far more work than that to get your post to show up on a search result page. Pick your primary keyword and then optimize your entire post for it. Speaking of which…

2. Not using headlines, URLs, images or h2/h3 tags.

Yup, these are the places that really matter. The primary keyword you select should be worked into your blog headline, your URL, your intro paragraph and in h2/h3 tags (subheads). See how the words “author blog SEO” appear in all those places here? This post is properly optimized. Unless you work your keyword into each one of those places, you’re not doing your post justice.

2. Optimizing for keywords that are too general.

Let’s say you wrote a book about the history of baseball. Common sense would say that your blog post should be optimized for the keyword term “baseball,” right? Wrong. There are probably hundreds of thousands of blog posts out there optimized for the word “baseball,” and the chances that you could compete with them is minimal. After all, ESPN has kind of mastered this stuff. So you need to get more specific in your keyword choices. For example, “Babe Ruth,” “1919 World Series” and “the origin of baseball” are keywords that are far more attainable. It’s a much better use of your time to focus on those. So how do you find those keywords?

3. Not doing author blog SEO keyword research.

I’m a big fan of the Google keyword tool to analyze keywords; it tells you how many people are searching for each one, and how much competition there is. But even if you don’t have this service, you can simply go to Google and start typing keywords into the search box. See how Google is actually finishing your search for you? Take a look at the keywords Google is filling in. This is a good starting point for determining what people are actually searching for. Identify those keywords first, and then optimize your post accordingly.

5. Reusing the same keyword in multiple posts.

Is there such a thing as too much of a good thing? In terms of keywords, yes. If you already have a blog post optimized for, say, “the best author blogs,” and then you create a second blog post with the same keyword, what’s the result? Well, according to the experts, it in no way makes your site any more of a destination for that search term. Instead, it basically just sets you up to compete with yourself. It’s recommended that you have one destination (or in this case, blog post) for each specific keyword, and that you’re better off optimizing future posts for a variation of that keyword.

Now, SEO is an ever-changing field. What I’m telling you today may or may not still be applicable five years from now. But these are some good guidelines to start following to make sure you’re getting the best bang for your buck in terms of SEO for your blog. If you’re looking for more advice on building your author website, feel free to contact us for a free consultation.

February Author Round-Up: 5 Things You Might Have Missed

A new month is here already. Here’s an author round up of five things you might have missed in the month of February … and that we think are definitely worth going back to author-round-up-calendarread!

1. Marketing Your Books Through Current Events
Smart Author Sites
February 11, 2016

2. 7 Proven Ways to Use Content Curation to Become a Recognized Authority in Your Industry
Donna Gunter, LinkedIn
February 17, 2016

3. 10 rock-solid reasons why authors should build an email list
Joan Stewart, Build Book Buzz
February 17, 2016

4. Good Marketing. Poor Author Website Design. Does It Matter?
Smart Author Sites
February 18, 2016

5. The Self-Publishers Guide to Marketing Author Blogs
Publishers Weekly
February 19, 2016

If you stumbled across any other good articles in February that you’d like to share with other authors, please do so!

Good Marketing. Poor Author Website Design. Does It Matter?

beverly-ovalle-author-website-designI stumbled across an article today from a local newspaper published in Wisconsin. It’s a personal profile on a local author, Beverly Ovalle.

If you’re interested in reading the full story, you can find it here. But, in short, it talks about how she became an author, the books that she’s written that are selling well on Amazon, and the various marketing efforts she’s using to promote her books, including Facebook and Twitter. She also joined the Romance Writers of America and the Wisconsin Writers Association and ROMVETS, a group of women veterans who write romances. She even entered one of her books in a contest (which it didn’t win).

There’s nothing about her story that’s shocking or exceptional. She’s an average person who tried her hand at writing, invested some time and energy in promoting her books and did pretty well.

Just the fact that I found this article means that she was able to pitch her story to the local paper and get it picked up. This is some great publicity for her! So she’s really doing something right.

But as I dug into her efforts, one thing caught my eye … and not in a good way: her website.

What’s Wrong With Her Author Website Design?

When I clicked through to her site, my first reaction was that it looked … well … amateurish. Here it is. Take a look for yourself: www.beverlyovalle.com.

It’s not awful, but it didn’t exactly blow my socks off either. My first guess was that she had designed it herself. And as I scrolled to the bottom, I found that I was pretty much correct. Right where the credit to the design team usually goes, it says it was “proudly created with Wix.com.”

For those of you who don’t know, Wix is a free website design service. It allows you to pick a website template and then customize it to your needs. The templates themselves aren’t bad. The problem is usually the customization.

In this particular case, Beverly decided that she was going to make the website look exciting and splashy. She wanted to add boxes that feature news, have words/image moving around, etc… None of these are bad things in and of themselves. It’s just that when the things that you’re adding are self-made — not made by a professional designer — they can fall flat. That was my reaction when I saw Beverly’s site.

When you work with a professional design team, (like us — the perfect time for a plug) you get a full package of design services. We start by helping you choose a template, and then we work with you to customize it to your needs. If you want splashy, you’ll get splashy. And you’ll get it with the professionalism of a true designer. You’ll also get lots of expert advice on what works and what doesn’t for other authors. We’re not afraid to push back on an idea if we think it won’t convey what you want it to convey. That’s the personalized service you get with a professional author website design firm, and not with a free service like Wix.

So here’s my question for you …

Does It Really Matter?

Clearly, Beverly is doing a lot of things right. She’s selling copies of her book. She’s active on social media. She got the local paper to cover her story. So her website is less than ideal in terms of its design and functionality. Does that matter? Is that hindering her success?

Ultimately, that’s for each and every author to decide for him or herself. Some might argue that getting a professionally designed website is a waste of money. I can’t argue that’s wrong. But I can tell you this. If I looked at Beverly’s site and thought it was missing something, then what reaction would agents have when they take a look? What about publishers? How about readers? You know what they say about first impressions.

What do you think? Is having a professionally designed author website important? Share your thoughts below!

Marketing Your Books Through Current Events

googletrendsQuick. Check out Google Trends. What do you see?

In case you’re not aware of Google Trends, it’s the branch of Google that shows you which search terms are being entered the most right now. And what is the thread that always seems to carry through each and every one of them? That would be news.

In other words, on the day of the Super Bowl, the most popular search terms were “Super Bowl,” “NFL,” “Denver Broncos” etc… On the day of a presidential primary, the top search terms are the names of the candidates, the state that’s voting, etc… This isn’t rocket science. People are searching for what’s top of mind that day.

So why does this matter to authors? Because taking advantage of these top trends can play a role in marketing your books. Let me explain…

Making the Connection

“What does my book have to do with today’s news?”, you might ask. For some people, making this connection is easy. If you’ve written a book on politics, it’s a no-brainer to think about how to tie your book in to the conversation surrounding the presidential election. But for a large majority of authors, this isn’t such an easy connection. That’s where your creative mind comes into play. Here are three scenarios of book topics and things in the news as I write this … and how you can link them.

Romance Novel and the Super Bowl

These two things seem to be polar opposites, correct? Well, that’s exactly where the connection lies. What a great opportunity to bring up the fact that chances are, if you’re a fan of romance novels, you are not all that into watching the Super Bowl. This is where you create, say, a live chat with the author during the Super Bowl. Or you remind people that your book is the perfect one to read while their significant others are wrapped up with football.

Psychology Book and the Presidential Election

This year’s Presidential election is … well … fascinating. We’ve got competitive candidates in both parties, Donald Trump and Bernie Sanders, who are using extremely non-conventional approaches to the election. And no matter how you feel about these candidates, studying their tendencies — and their supporters’ devotion — is practically a psychology experiment. This is the perfect time for an author to step in and talk about the intensity of the feelings behind the support for these candidates. Are they feeling angry? Why? What’s the best way for them to express this anger? Is there room for personal growth for either these candidates or their followers? Or are they MORE in tune with themselves than the other candidates? Again, this is ripe conversation for fodder among authors who dabble in the spirituality/self-help/psychology arena.

Historical Biography and the Flint Water Crisis

So we’ve all heard about the awful situation in Flint, Michigan. Kids — and let’s not forget pets — are being filled with lead through the drinking water. The results are already awful, and could only get worse over time. So what does this have to do with a historical biography? Well, let’s look at the leadership in Flint, in the state of Michigan and in the US government. What are they doing to fix the problem? What caused the problem in the first place, and who is responsible? If you have written a biography on, say, John F. Kennedy, Jr., you probably know something about his position on the involvement of government in this type of issue — both on a local and national level. Maybe you even know if he worked on any bills related to clean drinking water. If nothing else, this is your opportunity to write a piece along the lines of “What Would JFK Do?” in response to this current crisis.

Obviously, you are not likely to fit into one of these three scenarios exactly. But this (hopefully) will give you some ideas about how to think outside the box and find the link.

Utilizing the Connection for Marketing Your Book

So now that you’ve found the connection, what do you do with it? Here are a few different ways to take advantage of the news cycle and use it as an opportunity to market your book. All of these routes will help — in one way or another — get a mention of your book in front of a portion of the many, many people searching for these popular keywords.

  1. Blog, blog, blog. Yup, it all goes back to blogging. This is the easiest and quickest way for you to get your message out there. Write one or more blog posts specifically tying your book to a top news story. Make sure to use specific tools/plug-ins that allow you to properly optimize the piece for those search terms. For example, here are dummy titles for each of the three scenarios outlined above:

    “Forget the Super Bowl! Read _____” (optimized for “Super Bowl”)
    “Donald Trump, Bernie Sanders, and the Psychology Behind Them” (optimized for the candidates names)
    “The Flint Water Crisis: What Would JFK Do?” (optimized for “Flint water crisis”)

    By properly writing and optimizing these pieces, you can try to break through to the audience specifically looking for more on these news items. Is it easy to compete with top news organizations for these keywords? Of course not. But a good effort might just sneak you in. And if your title is interesting and clickable enough, it will attract the perfect audience of potential readers.

  2. Pitch articles. There are hundreds of sites out there just looking for good writers to pitch good story ideas to them. Giving an interesting slant to a popular news story is just icing on the cake. Think about local publications/news sites that you can easily reach out to, and also think big — like HuffPost — and pitch your ideas there as well. It may be as simple as finding other bloggers and asking them if you can guest blog on their site. Depending on the specific subject matter, identify five or so relevant sites that accept story submission ideas and make your pitch.

  3. Use social media. How many people are talking about top news items via Twitter or Facebook? That would be a lot. Just look at how many tweets were sent out during the Super Bowl. Do some quick sleuthing online to find out which hashtags are being used for tweets related to the news item you’re connecting with. Then use that tweet to inject yourself into the conversation and make the connection with your book. For example, a post that reads, “#superbowl Bored to tears? Buy an e-copy of ____ now” can reach your target audience. Ditto with Facebook … find conversations going on related to hot news items, and chime in with your quick blurb (or link to your blog post).

Again, there are a million ways you can go about this — both how you make the connection and how you get the word out. But no matter what type of book you’ve written, piggybacking on today’s hot news items can be your ticket to reaching a whole new audience.

 

January Round-Up: 5 Must Reads for Authors

january-snowmanHappy February. We’re now very much in the swing of 2016, with lots of news and advice for authors — both those who are self published and those taking the traditional route. In case you missed any of it, here are the must reads for authors from the last month.

1. 5 Blunders Nonfiction Authors Make
Curiouser Editing
January 7, 2016

2. How to Promote a Book Without Using Social Media
Build Book Buzz
January 13, 2016

3. 6 Questions You MUST Ask an Author Website Development Firm
Smart Author Sites
January 14, 2016

4. 6 Ways a Publisher Can Kill Your Success
Huffington Post
January 14, 2016

5. Five Marketing Models for Self-Publishing Success
Publishers Weekly
January 15, 2016

Happy writing (and marketing)!

 

Marketing a Nonfiction Book: Using Your Website to Enhance the Journey

journeyI’ve said it before and I’ll continue to say it: marketing a nonfiction book is totally different from marketing fiction. In the latter, your story takes people into a fictional world that gives them a break from their daily life. In the former, you’re most likely educating people on something that will help them enhance their daily life. That’s true no matter what type of nonfiction you write: whether your book is about a war that happened hundreds of years ago, tips on home decor, or a way for people to find meaning and purpose through spirituality.

In essence, your nonfiction book provides a lesson to you readers. By the time they’re done reading it, they’ve been through a journey that has taught them something they didn’t know before. And, hopefully, that’s a journey they’re happy they took.

With that in mind, here are some interesting ways to use your website to further enhance that journey (and hopefully, increase the number of people buying your book). Depending on the subject matter of your book, one of these ideas might work better than others.

  1. Serial blog posts. You can use the material in your book (or come up with additional material) to use blog posts to help people along the way. So, for example, if your book is about how to reinvent your career midlife, you could write one blog post each week about the specific steps you have to take to get there. For example, the first post could be a brief explanation of how to do a self assessment to determine what you’re good at. The second could be full of resume-writing tips. The third about how to build a strong LinkedIn profile, etc… And by getting interested readers to your site regularly, you’re able to promote your book wherever appropriate.
  2. Weekly emails. This is building on the serial blog post idea. In this case, let’s say you write a book about getting organized. Allow your readers to sign up for your “Organization boot camp.” Each week, you would send them a separate email (these would all be pre-written, of course) with specific tips on what they could do that week in order to meet their personal organization goals. And it goes without saying … each email would tell them that they could get more detailed information from your book, along with a link to purchase it.
  3. Chapter-by-chapter discussion guides. What better way to sweeten the pot for a potential reader than to tell them that after they have purchased the book, they can come back to your site at the end of each chapter for a downloadable discussion guide that will help them better understand what they’ve absorbed. So if your book is about, say the Great Depression, the discussion guide that you offer will allow them to go on the site after reading chapter 1, and ask/answer a few questions that will help them have an even better understanding of what caused the Great Depression before moving on to the next chapter.
  4. Podcasts/videos. To say podcasts and videos are popular today would be an understatement. They are the most popular forms of media out there. So maybe you want your weekly lesson plan to be in video or podcast format instead of a written email. Maybe you want your chapter discussion guides to be actual discussions between you and another expert, talking through the most interesting things you covered in that chapter. Maybe you’re even debating the subject. Take about a great way to reinforce a concept and make the reading experience even more satisfying!
  5. Ask the expert features. People love being able to ask a question of an expert. And if you’re a nonfiction author … well, you’re an expert. After reading your book, people might have questions that are gnawing away at them, like, “How do I know if renovating my kitchen will really be worth it?” or “What would really happen if our country really embraced libertarianism, as you recommend?” By providing them with an avenue to ask you these questions – and get responses in real time – you are offering a truly satisfying journey. That can be done via a live expert chat, or simply exchanging comments via Facebook or your blog.

Embrace the fact that people will be in a new and better place in their lives after reading your book. Then, you can start to figure out which of these ideas – or others – will truly make the journey more satisfying. And yes. Like it or not, it is a journey.