How Busy Authors Market Books In An Online World

Busy Authors

Are you an aspiring author?

Have you written a book but need some marketing tips?

How do you get the message out about your work?

 

How to Increase Online Effectiveness

Today it’s not only about the manuscript but also about how to get the word out about your book. Online marketing and social media have upended the traditional methods to market an author. Today, your effectiveness online is crucial to the success of your book.

In my own experience in the book business, I have seen the shift to social media and the rise of the author’s platform as major marketing tools. One of the notable experts in this field is Fauzia Burke. Fauzia is the founder and president of FSB Associates, an online publicity and marketing firm specializing in creating awareness for books and authors. She’s the author of Online Marketing for Busy Authors: A Step-by-Step Guide. Fauzia has promoted the books of authors such as Alan Alda, Arianna Huffington, Deepak Chopra, Melissa Francis, S. C. Gwynne, Mika Brzezinski, Charles Spencer and many more.

I recently asked Fauzia to share her wisdom about the best ways to market a book online.

 

“Efforts and courage are not enough without purpose and direction.” -John F. Kennedy

 

You’ve personally witnessed online developments from inception to today’s social and mobile world. Compare and contrast today to pre-online. How is the world different for authors today?

Oh, wow. Everything has changed . . . the most significant being that there’s never been a better time to be an author. Now, for the first time in the history of publishing, authors have direct access to their readers. Social media has changed the publishing landscape. While there is more competition in the marketplace today, there are more opportunities than ever before.

The new accessibility of social media allows authors to reach their audience directly, and this makes a long-term online marketing strategy absolutely essential for authors. The key to success for authors today is to build and grow their platform long-term. If they earn the trust of their readers, they can do anything.

 

“There’s never been a better time to be an author.” –Fauzia Burke

 

Common Misconceptions

What are some of the biggest misconceptions authors have when it comes to book publicity?

Many people feel book publicity is not quantifiable. I disagree with that notion. We can absolutely quantify the effects of publicity. When book publicity works, we see an increase in sales. Today, we can also judge the value by an increase in social media visibility and more traffic to an author’s site. Unfortunately, we can’t often duplicate success or land book sales each time. How a book resonates with its audience is magic. We can’t make people buy a book, a fact that is more frustrating to us as publicists than to anyone.

The other misconception is that there is a short launch period when an author gets media hits and goes on a book tour, and then an author moves on until the next book. That is just not the case anymore. Book publicity is a marathon, not a sprint. Authors are expected to engage with their readers whether they have a book to push or not.

Josh Charles, an actor on the TV series The Good Wife said when he exited the show: “I think that the beauty of social media is the ability to stay in touch with the fans and share with them what they’re going through and let them know that I’m there and the character may be gone, but I’m still involved in the show.” Authors too start a conversation with their community that is ongoing and lasting. It can’t stop at the end of a book tour.

 

“How a book resonates with its audience is magic.” –Fauzia Burke

 

3 Must Do’s for Authors

What are the top 3 “must do’s” for an author?

  1. Work on an online marketing strategy. The few authors that have become huge bestselling successes without a digital or social strategy are anomalies. Most of us need to work on online branding every day for the success of our businesses, books and careers. I encourage authors to develop their online brands. Online marketing is not about selling; it’s about making buying easier. It’s about forming real connections.
  2. Authors need to have a professional website. Your website will be your home base for your digital marketing efforts, and it is critical to your credibility. People do judge a book by its cover and an author’s expertise and quality of their writing by the look of their website.
  3. Be patient. If you are a little overwhelmed by the rapidly changing world of online marketing, you are not alone. Remember all of us, experts and novice, are learning as we go. You don’t have to become a social media strategist to be effective. By using the most important online marketing outlets for your audience in a targeted way, your book, brand and bottom line will benefit.

 

“No matter what your pursuit, the most fulfilling part is sharing it with others.” -Eli Broad

 

Social Media Engagement is a Privilege

My perception is that, after writing the book, most authors breathe a sigh of relief and think “It’s done!” and then they learn the real work is ahead of them. Is that your experience? How do you ease them into the reality of what’s ahead?online-marketing-for-busy-authors-sidebar

Ah, yes. Of course, for every author, writing their book is a labor of love and incredibly hard work, and so understandably they exhale a sigh of relief when the book writing process is finished. It’s tough to immediately say, “Wait until you see the work that’s still ahead.” We all complain about social media because it’s time consuming, but it’s the way the world has changed, and as authors, we need to change with it. We have to adapt. Once authors embrace the need to change with the times, I tell them some good news:

  • You don’t have to do everything.
  • You don’t have to constantly switch directions to follow the next shiny thing.
  • You get an unprecedented opportunity to build a community of interested readers who want to support your success.

It’s really a privilege to be able to talk to people and form relationships with your readers. I think authors breathe a sigh of relief when they realize the best way to engage effectively online is to be authentic.

 

“It’s a privilege to be able to talk to people and form relationships with your readers.” –Fauzia Burke

 

Stand Out with a Strong Personal Brand

The Top 14 Posts of 2014

2015 On Athletics All Weather Running Track

Leadership Insights

Every year, people ask me to recap the year’s most popular posts. It’s always a challenge to develop a list. For this list, I am including only some of my original posts. I will separately share the interview list.

Unpredictable Results

Talk to any blogger and you will likely hear the same thing.  It is always a surprise to see what becomes popular.  I may work like crazy on something for hours, post it and it may see very little traffic.  Something else ends up taking off and it was almost a last minute thought.  You just can’t predict.

In putting together a list of popular posts, there are also so many ways to look at the data.  Do you measure purely by the traffic?  If you do it that way, doesn’t that give an unfair advantage to content posted in January?

After looking at the statistics, I decided to pick the top posts by traffic with a weight based on the date.  If a post was dated later in the year, it received a slightly higher weight to equal things out.

 

The 14 Top Original Posts

In reverse chronological order, here are the top 14 original posts of 2014:

Dec 22, 2014: 50 Things to Drop Before the New Year

“To design your future effectively, you must let go of your past.” –Charles Givens

 

Nov 25, 2014: How to Live a Life of Thankfulness

“A spirit of thankfulness attracts others to your cause, ideas and goals.” -Skip Prichard

 

Nov 17, 2014: Assume the Positive

“See the best in people and watch how they fight to prove you right.” -Skip Prichard

 

Sep 29, 2014: Why Standing Out is More Important than Ever

“Why fit in when you were born to stand out?” –Dr. Suess

 

Sep 25, 2014: 11 Leadership Qualities of Nelson Mandela

I am not a saint unless you think of a saint as a sinner who keeps on trying. –Mandela

 

Aug 18, 2014: Leading With Others in Mind

“Servant leaders give more in value than they receive.” -Skip Prichard

 

Jul 28, 2014: 4 Ways to Get Appreciated at Work

“The deepest craving of human nature is the need to be appreciated.”  -William James

 

Jun 11, 2014: Leading with No

“The art of leadership is saying no, not yes. It is very easy to say yes.” -Tony Blair

 

May 10, 2014: 9 Leadership Lessons from Mom

Leaders create results by letting others shine. -Skip Prichard

 

Apr 24, 2014: The 3 Most Limiting Words

Only you have the power to determine whether your future mimics your past. -Skip Prichard

 

Apr 19, 2014: 7 Characteristics Leaders Share With Peeps

“Leaders use failure as a fuel to propel future success.” -Skip Prichard

 

Apr 16, 2014: Selling to the C-Suite

“Timid salesmen have skinny kids.” –Zig Ziglar

 

Mar 12, 2014: The Price of Right

The joy of being right is short-lived. The joy of peace lasts a lifetime. -Skip Prichard

 

Feb 12, 2014: The Outs and Ins of Employee Loyalty

“You give loyalty, you’ll get it back.” -Tommy Lasorda

 

And the most popular guest post of the year is from March and was written by the very talented Thai Nguyen:

Contentment is the enemy of improvement. -Thai Nguyen

 

My mission for this blog remains the same:  to have a place to rant about whatever I want!  (Ahem!  Let me try that again.)  It’s all about leadership insights, ideas, and information that will make us all better leaders.  Whether through more productive meetings, healthier living, better use of social media and technology, deeper friendships or strategic vision and execution, I hope you find it a useful resource. I’d love to hear your ideas for future posts or the direction for Leadership Insights.

Thank You

I especially want to thank you for reading and a special thanks for those who have taken the time to comment and share these posts. For years, I would read blogs and never comment. When I started to participate, it was amazing how different of an experience it was. I began to develop relationships and get to know people on a deeper level. Try it – consistent sharing and commenting will likely help others as you share your own experience.

I wish you a happy and successful 2015!

Establishing Yourself as an Expert in Your Niche

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This is a guest post by Ivan Serrano, who has his very own niche blog of his own on 1800NumberNow.com, is a writer who is constantly finding new ways to be the voice of business communications, globalization and future tech. He hopes that these tips will help you in your own venture of becoming an expert in your niche.

When it comes to choosing a business to patronize, customers are more likely to choose the better-regarded, better-informed professional. The obvious challenge to being considered an expert in your niche, however, is publicity. Some of the best-regarded minds in any field aren’t well-known in their field, and certainly not by the general public. Establishing oneself as an expert in a particular field can be tricky to do, but there are media options to do so.

 

“Expert: Someone who brings confusion to simplicity.” Gregory Nunn

 

1) Start a professional blog.

A cheap and easy way to announce to the world that you know what you’re talking about is by simply starting a blog— a consistent blog with the most relevant content, of course. Many will agree that blogs are designed to be a bit informal, so it’ll be acceptable at times to allow your blog to let readers know that there is a real person behind all of that content.

On the business side of things, this can be the blog on your company website, but the company would be better-served should the experts start a completely different site to discuss their field, and their understanding of the work. This will drive traffic back to the professional site, while still appearing to be impartial.

Having an online presence is one thing– being an authority in your niche is another. Personality is a big thing, and it plays a huge role in your blog’s voice. Regardless of whether you’re starting a blog for your business or for your own enjoyment, blogging has certainly become a viable marketing tool for both options, and it’s a great way to gain exposure.

It probably won’t hit the ground running right away, but if you remain committed, you’ll reach a strong readership in due time. Don’t forget to add those social sharing buttons as well!

 

“What is an expert? Someone who is twenty miles from home.” American Proverb

 

2) Guest-blog for an established professional blog

Writing for a professional blog that is already established in a particular field can garner more visitors for your newly-founded professional blog, as well as your own website. Building relationships in your networks will take time, therefore, you should be consistent in your activities (i.e. a single post won’t do much, especially when trying to forge a relationship with a certain site).

The more in-depth, well-researched posts you are able to produce on authoritative blogs, the more often you will have the opportunity of communicating and interacting with people.

The purpose is to get your name circulated among the people who can trust what you have to say. If you’re managing a business, guest blogging can also be a great way to promote your services and products. If you conduct a Q&A or dispense information regarding a particular topic, viewers are more likely to want to know more about you and why you are an expert. That’s what you are looking for.

3) Host a podcast

Long reserved for those with spare money to rent out a recording studio, hire a producer and then spend on advertising for the show, podcasting is actually quite easy to do.

Using a simple microphone (in a pinch you can use the microphone built into laptops, but an external microphone provides better quality), and free audio editing software like Audacity, anyone can record, edit and export audio to an mP3. Post it on your blog and website, and now visitors can put a voice to the name, as well as listening to you display your expertise on the matter.

 

“Expert: a man who makes three correct guesses consecutively.” –Dr. Laurence Peter

 

4) Guest-speak to classes