Category: Social Media Marketing

Alternative Marketing Methods, Blogging Tips for Authors, Book Marketing, Book Promotion, Book Promotion Strategy, Book Signings, Facebook, Holidays, Kelly Speaks, Marketing Your Self-Published Book, Self-Publishing, Social Media Marketing, Viral Marketing

12 New Year’s Resolutions for the 12 Days of Christmas (part I)

I know it’s a bit early to be setting my New Year’s resolutions in stone, so I’ll consider this post something softer than stone, more easily reshaped, but still very much real and solid and tangible––perhaps something like the digital version of putty or artists’ plaster, which will slowly resolve itself into fact. 

My real reason for getting started early is twofold: I want to give myself the time to really think through the list, and I want to give you the time to put some of my resolutions to your own good use as 2015 rolls in.  And so, with no further ado:

I resolve to …

#1:  Host a new kind of marketing event. 

I must admit, I’m fairly predictable when it comes to planning marketing events––I know what I’m good at, and what I’m comfortable doing, and that pretty much boils down to short readings and Q&As at local libraries.  In 2015, I resolve to try something new, or rather, to plan and attempt to execute at least one event that isn’t a reading or a Q&A session at a local library.  You’ll note I used the hazy word attempt just now.  I think it’s important to put together a plan and to make a few phone calls, but not to shackle myself to an impossible agenda.  If, for example, my (very-beginning-stages) notion to put together a bi-weekly podcast proves an enormous drain on my time and energy, then I may need to reevaluate in a few months.

#2:  Attend a new kind of marketing event. 

If I’m predictable about the kinds of events I host, then I’m even more predictable when it comes to the events I attend.  This last year, I’ve been a regular on the book-signing and book-reading circuits, but these are not the only events out there.  I need to diversify what I do so that I can become both a more well-informed reader and a more effective marketer myself!  In 2015, I resolve to attend at least one webinar, book festival, or other marketing event that is a little outside of my comfort zone.  Even if I have to travel a couple of hours to make it, or rearrange my work schedule for a few days, I intend to make this resolution a priority.

#3:  Learn some new code. 

I know a little HTML, but I’ve been out of the coding game for a spell.  It’s time to dive back in, particularly with an eye for coding––whether HTML, CSS, Java, or some other programming language––that can boost my digital footprint.  In 2015, I resolve to read at least one book on the subject, or attend a class, or otherwise broaden my understanding of at least one of these codes.

#4:  Try out a new digital device or software application. 

There are any number of apps out there which I can download to my iPad or e-reader which can help me keep track of my ongoing efforts at self-promotion––and many which can actually help me improve.  In 2015, I resolve to research, discover, and incorporate at least one new digital device, program, or app into my life, with a specific intention to boost my marketing efforts.  This resolution may actually pose a good challenge, since I have little to no idea of where to start.  There are so many possibilities!  The real trouble is narrowing the options down to just … one.

#5:  Launch a new round of SEO campaigns. 

I’ve written extensively about Search Engine Optimization (SEO) before.  Now it’s time for me to practice what I preach!  In 2015, I resolve to put into effect a rigorous and updated SEO program to boost web traffic to my websites.  I’ve dabbled in a great many of the strategies out there at one time or another, but with little accountability and thoroughness.  This time around, I want to be more organized about my SEO efforts––and more regular.  It’s not enough to apply some of the techniques some of the time––I need to apply most of the techniques on a regular basis, or else it’s all just wasted effort.  Readers respect reliability!

#6:  Establish ambitious goals and healthy boundaries for my social media presence. 

Just as I’ve casually speed-dated most of the SEO stratagems out there without committing to any one plan, I’ve felt my way around all or almost all of the major social media platforms––Twitter, Facebook, Instagram, Pinterest, Tumblr, Blogger, Goodreads, LinkedIn, and many others––without putting into effect any rigorous plan of action.  I’ll post a picture to Instagram one day and forget about it for a few weeks, then write ten tweets in quick succession, only to let my twitter handle lapse for months on end.  In 2015, I’ll put together a calendar, and a schedule, to better handle my social media accounts.  I pledge to dismantle the accounts I don’t actively use or am failing to use effectively, and pour my time and energy into the outlets that do effective work for my self-promotion.  I pledge, too, to make a habit of timing my posts, so that readers know when they can expect to see something new show up on one of my websites. 

… and you’ll have to stick around until next Wednesday for the other six.  In part because I’ve reached my word limit for the week, and in part because I want my final six resolutions to be even better than my first six!

Can it really be––almost––2015?  It’s hard to believe, sometimes, that this entire industry has been born and made, and remade, and evolved into endless permutations––all within my lifetime.  All within living memory.  The printing press has been around since the 1300s, but since then the process of making and selling books has never seen such a rapid and total transformation as it has within the last twenty years, and perhaps even the last decade.  Digital publication and distribution, e-readers, self-publishing, collaborative writing forums, viral marketing—we live in an exciting time that shows no signs of slowing down.  I, for one, hope to match the broad spectrum of these changes with a few, specific, targeted evolutions of my own.  I’m going to start small, here, in the new year.  In 2015.  I hope you’ll join me!

If you have a question about any of these tools for self promotion, would like to hear from me about something specific, or have other big news to share, please comment below!

KellyABOUT KELLY SCHUKNECHT: Kelly Schuknecht is the Executive Vice President of Outskirts Press. In addition to her contributions to the Outskirts Press blog at blog.outskirtspress.com, Kelly and a group of talented marketing experts offer book marketing services, support, and products to not only published Outskirts Press authors, but to all authors and professionals who are interested in marketing their books and/or careers. Learn more about Kelly on her blog, kellyschuknecht.com.
Alternative Marketing Methods, Book Marketing, Book Promotion, Book Promotion Strategy, Kelly Speaks, Marketing Your Self-Published Book, Networking, Self-Publishing, Social Media Marketing

Navigating the Network | The Art of Self Promotion (part III)

Three weeks ago, I sketched out a few of the challenges facing self published authors looking to build their brands in the digital marketplace, and I made specific note of how great social networks can be as tools of self promotion.  Last time I blogged, I looked at the second and third of my top five points to keep in mind regarding self promotion, and recommended cultivating your physical network as well as developing physical promotional materials.  This week, I’m going to wrap up my top five points with a few words that count both as caution and encouragement––simultaneously!

To get right to the point:

4. Self promotion of any kind takes time.  And energy.  And constant attention.

Perhaps this is my caveat.  As I mentioned earlier, you’re not just in the business of self-promotion––as someone who’s interested in self-promotion, you’re actually in the business of writing.  So when weighing the pros and cons of starting a Twitter account or creating a blog on Tumblr specifically with the goal of promoting your book, consider the learning curve.  Consider the fact that the time it takes to establish a presence and reach your audience through social networks is directly proportional to how much time you put in, and that there’s a considerable element of pure luck involved.  Most tweets languish in the ether unread, and most Tumblr posts are not reflagged, and most Facebook followers are dormant, or run by bots.  So while all of these networks have potential to launch you into instant and global success, they are often high-maintenance and low-reward.  And they are habit-forming. 

As with all other forms of promotion, you must be deliberate about your use of social networks, carving out time on a regular basis to devote to building your brand.  Thirty minutes a day, three days a week, or every day during your fifteen-minute break between work shifts––whatever it takes, but not much more.  Because let’s face it: As someone who’s interested in self-publishing, you have other things to do.  You need to not just leave time for the other facets of your life––writing, working a job, working three jobs, family, and so on––but be able to throw yourself into them with passion and energy.

5. Everything changes.

If the rise of self-publishing and the ebook has demonstrated anything about the publishing industry, it’s that nothing can stand still for long.  This may be a disquieting fact for traditional publishing and the markets that rely on it, but opening up one’s options to change can also be a diversifying, enriching, and rewarding experience.  The digital and self-publishing revolutions are beginning to reach maturity, but on the whole they’re keeping a weather eye out for new changes, and new opportunities.  Perhaps the most key feature for success in self-publishing (and self-promotion) is a willingness to take advantage of them.  Keep asking questions.  Figure out what options work for you, and what feels comfortable for you, and what is too frustrating or too complicated or taking too much time––and adjust your daily practices as necessary.  Keep interrogating your options.  If a new technology becomes available, or a new acquaintance walks into your life, or a new story drops into your mind, don’t hold back.  After all, this is a business built on dreams.

This was just a primer!  You can find the first and second posts of this series here and here.  Check back every Wednesday to read more about the art of self promotion.  Over the coming weeks, I’ll be diving deeper into the how-to details of managing both social and physical networks.  If you have a question about any of these tools for self promotion, would like to hear from me about something specific, or have other big news to share, please comment below!

KellyABOUT KELLY SCHUKNECHT: Kelly Schuknecht is the Executive Vice President of Outskirts Press. In addition to her contributions to the Outskirts Press blog at blog.outskirtspress.com, Kelly and a group of talented marketing experts offer book marketing services, support, and products to not only published Outskirts Press authors, but to all authors and professionals who are interested in marketing their books and/or careers. Learn more about Kelly on her blog, kellyschuknecht.com.
Alternative Marketing Methods, Book Marketing, Book Promotion, Book Promotion Strategy, Kelly Speaks, Marketing Your Self-Published Book, Networking, Self-Publishing, Social Media Marketing

Navigating the Network | The Art of Self Promotion (part I)

Ten years ago, self-publishing was by and large the province of wishes and dreams, and its successes were so rare that they warranted national attention.  In the early 2000s, authors like Christopher Paolini (author of the Inheritance cycle of fantasy novels) performed exhaustive regional trips to promote their books, visiting schools, libraries, and local coffee shops in a sometimes-desperate attempt to build a market base.  As the traditional publishing industry has struggled to overcome both infighting and growing competition from digital retailers––and as new avenues have opened up for authors looking to publish outside of these traditional structures––all parties have turned to a parallel revolution in hopes of finding assistance.  That revolution, you will have already guessed, is the tangle of startups, failures, and increasingly pervasive communications networks that we call, collectively, Social Media.

Fast forward to the present day, and you find yourself witness to the rise of these two new revolutionary forces––a self publishing industry with a substantial slice of the present ebook and print publishing market, and the aforementioned popular social networking platforms, typified by Facebook, Twitter, Tumblr, and so on.  It would be easy to link these two forces together, and to assume that a successful presence on the one side will equate to equal success on the other, but this isn’t strictly true.  Many new authors find themselves lost in the complications of navigating this network––so how might one make it safely through the white water? 

The task of building a brand, or finding a tribe, is tricky––but not impossible.  It is important to keep five points in mind from the very beginning.  Today we’ll examine the first of these points:

1. Social networks are fantastic tools.

Tweets can outdistance sonic waves, as the Daily Mail reported in May, and Facebook has proved invaluable in linking dissidents, outmaneuvering government censors, and supporting revolutions.  Social networks combine the appeal of a grass-roots movement with enormous computing power, a vast sociopolitical reach, and instantaneous delivery.  Authors like Hugh Howey and Amanda Hocking have become internet sensations (and self-publishing success stories) in part because they are so intensely engaged with their readers online.  You can use Facebook to build a fan page and coordinate events in cities across the world.  You can utilize Tumblr’s built-in question function to respond to readers’ queries about purchasing details or the more obscure details of a character’s backstory.  And with its 140-character limit and endlessly useful hashtag feature, Twitter is the ultimate paradise for spreading news and reviews.  While it might be a bit of an overstatement to say that social networks can do everything and anything, they can certainly do a great deal for the burgeoning author.

Check back every Wednesday to read more about the art of self promotion!  Next week, we’ll be looking at the analog social network––that is, what you can do to build your platform as an author even before you plug in to Facebook and Twitter.

If you have other big news to share, please comment below.

KellyABOUT KELLY SCHUKNECHT: Kelly Schuknecht is the Executive Vice President of Outskirts Press. In addition to her contributions to the Outskirts Press blog at blog.outskirtspress.com, Kelly and a group of talented marketing experts offer book marketing services, support, and products to not only published Outskirts Press authors, but to all authors and professionals who are interested in marketing their books and/or careers. Learn more about Kelly on her blog, kellyschuknecht.com.
NaNoWriMo, Social Media Marketing, Wendy Speaks

5 Online Tasks for Self Publishing Authors to Complete Before NanoWriMo

There is a little more than a week until NanoWriMo begins! If you’re like many self publishing authors, you’ve been spending the month of October preparing for the challenge. You’ve probably started brainstorming and outline and cleaning off your desk, but there are a few online tasks that you should complete before the official beginning of NanoWriMo. Here is your to-do list.

1) Make sure you are registered.

Before you start all the fun tasks below, make sure you are registered for the event. You can do so by visiting NanoWriMo.org. This will ensure that you have access to all the benefits and resources the challenge has to offer.

2) Create social media pages.

Social media is a great way to market yourself and your book, and many readers, agents, and publishers expect you to take advantage of this marketing tool. You could create social media pages for yourself, your book, or your characters. Be creative, and have fun with social media. This is also a great time to start a blog.

3) Connect with other authors.

Of the greatest benefits of  NanoWriMo is the opportunity to connect with other authors. They can encourage and support you during this project. You can connect with authors by visiting the NanoWriMo website as well as by searching social media sites for people who are participating.

4) Download some music.

Music is a great way to become inspired. Download a few songs that you can listen to when you need some inspiration. Listen to songs that your characters would be interested, or search for music that reminds you of your setting or plot.

5) Play on Pinterest.

Pinterest is a great way to find inspiration as well as promote your book. Create boards for your characters, setting, or plot. Be creative, and have fun with this. What outfits would your character wear? What food would your character eat?

I’d love to know, what are you doing to prepare for NanoWriMo?

ABOUT WENDY STETINA: Wendy Stetina is a sales and marketing professional with over 30 years experience in the printing and publishing industry. Wendy works as the Director of Author Services for Outskirts Press. The Author Services Department is composed of knowledgeable customer service reps and publishing consultants; and together, they all focus on educating authors on the self-publishing process in order to help them publish the book of their dreams. Whether you are a professional looking to take your career to the next level with platform-driven non-fiction, or a novelist seeking fame, fortune, and/or personal fulfillment, Wendy Stetina can put you on the right path.
Book Marketing, Social Media Marketing

Guest Post – 5 Social Tools for Authors by John T. Meyer

You all know as readers of this blog the publishing industry has changed drastically. Whether you are an author or a publisher the game is different today: cost of production is down, marketing channels are everywhere, and you can even eliminate the middle man. Much of this change can be attributed to technology.

As a social technology consultant I spend everyday helping businesses, brands, and bloggers utilize today’s social technology. Today I thought I’d take a look at what specific tools and channels an author can take advantage of. I’m going to focus on authors, and I also want to point out that every single one of these tools is free.

  1. Name Chk – I’m sure the right way for authors to name a book is at the very end, but I just get excited about names. Use a tool like name chckr to scan across all social networks to see if your desired name is available. You still can name your book whatever you please, but you’re going to want to utilize social media to promote.
  2. Search.Twitter – This website is what takes Twitter to the next level. There are plenty of web apps that do similar things, but when it comes to listening on Twitter it doesn’t get any better. Run searches on keywords in your industry, topics related to your book, and influencers who can help promote. You can use Search.Twitter before writing as a research tool, or after publishing as a promotional tool.
  3. Facebook Ads – I know you’re thinking, I never click on a Facebook ad, but that isn’t the point. A successful author today has to target a specific audience of readers. The best-selling books are targeted at a niche that needs the content. Facebook Ads have an incredible ability to target to exactly who you’re looking for. With the ability to sort by age, gender, geography, education level, and interests you are bound to find your book’s audience. Facebook Ads can be affordable and build massive awareness.
  4. Square – When it is time to sell, you don’t need a POS system or the bookshelves of Barnes & Noble, just sell the book yourself – on the go! Square is that nifty sugar cube like credit card reader that plugs nicely into your iPhone, iPad, iPod Touch, or Android’s headphone jack. Just swipe a card and receive the payment. No monthly fees, no cost for the device, just a 2.75% transaction fee (which is quite competitive I might add).
  5. Google+ – Part of my job is jumping on and trying the latest and greatest in social technology, but usually I go into a new network with a lot of skepticism. Especially when Google (a search company first) attempts to do something social (e.g. Google Wave, Google Buzz). However, this time around I’m a bit more intrigued. I believe Google did something right this time with Google+ and I want to spend more time digging into it. As a brand new network, I think the opportunity is out there to build a strong brand on G+, and we all know a best-selling author needs a strong brand.

For questions on these tools or others hit me up on Twitter (@johntmeyer) or feel free to email me at john (at) 9clouds (dot) com. Also, learn more about social technology in our product Sandbox, an online community that makes social technology easy.