Keep on talking in the free world

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#PD14 presentation 'Keep on talking in the free world' by Khalid Muhammad

www.PromoDay.info

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Keep on talking in the free world

  1. 1. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must Keep on Talking in the Free Word Khalid Muhammad Promo Day 2014
  2. 2. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must Welcome!
  3. 3. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must • Have be working in the marketing and branding industry for 25+ years • Have owned my own marketing and branding company for the last 11 years • Recently published my debut novel, Agency Rules – Never an Easy Day at the Office, a spy thriller based in Pakistan. My Name is Khalid Muhammad
  4. 4. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must As authors, much like corporate organizations, we are always looking for the most cost-effective, highest reach methods/tools to build an audience
  5. 5. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must But we don’t always know where to look or who to ask...
  6. 6. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must So let’s start out with the three objectives every author has:
  7. 7. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must 1 – Create awareness about our work and writing
  8. 8. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must 2 – Build an audience that reads, shares, and engages with us
  9. 9. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must 3 – Sell more books!
  10. 10. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must Many of you are saying...
  11. 11. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must Why did he put sell more books at #3?
  12. 12. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must Do you think that you can achieve #3 without doing the first 2?
  13. 13. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must So let’s get started...
  14. 14. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must As indie authors, we are up against the traditional publishing houses when it comes to generating interest in our books
  15. 15. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must The traditional publishing houses have always been able to throw money at vendors to create awareness
  16. 16. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must They have huge public relations departments that get the word out through interviews, press releases and planted reviews
  17. 17. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must They have huge marketing departments with great design teams to promote their books through print advertising, billboards and point-of-sale advertising
  18. 18. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must You have...
  19. 19. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must Yourself
  20. 20. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must But competing with the traditional publishers has been made much easier by the growth of the Internet
  21. 21. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must 15 years ago, the Internet was new to us and honestly we didn’t think we needed anything more than email accounts
  22. 22. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must But even then... Someone was thinking of a new way to help small business (and that is what we are) get into the game!
  23. 23. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must They created free tools for all of us to use...
  24. 24. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must If you can get a handle on where to find what you need
  25. 25. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must And that is where the problem starts...
  26. 26. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must What do you do?
  27. 27. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must “I’m not tech savvy”
  28. 28. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must “I have no idea where to start and how”
  29. 29. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must “I don’t have deep pockets to be able to compete with the traditional publishing houses.”
  30. 30. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must All valid arguments, but they won’t fly anymore...
  31. 31. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must As a small business, you have to be able to find your audience, get them to purchase your product and talk about it
  32. 32. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must Yes, as an indie author, you are a small business 
  33. 33. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must So how do we compete?
  34. 34. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must In a world called digital media, where everything (almost) is free!
  35. 35. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must And is something that the traditional publishing houses still haven’t mastered
  36. 36. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must We have an opportunity, that may not last much longer, to control the media and use it for achieving our objectives
  37. 37. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must The digital world is the free world!
  38. 38. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must Print advertising, book tours and planted reviews will never be able to compete with what we can do on the digital platform!
  39. 39. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must For any author to be successful, they must make themselves available to the potential readers
  40. 40. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must This is the thing that traditional publishers haven’t figure out yet.
  41. 41. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must They can build author/book websites
  42. 42. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must They can oversee social media accounts
  43. 43. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must But if the author is detached from the exercise, they lose!
  44. 44. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must In the world of digital media, those who are engaged... win the reader!
  45. 45. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must So how do we win readers?
  46. 46. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must There are two things that I do, whether it is a corporate client or for my own book
  47. 47. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must And each of these things were used differently at each stage of the publishing process
  48. 48. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must What are the two things?
  49. 49. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must 1 – An author website 2 – A social media account
  50. 50. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must Let’s talk about the most basic thing – the author website
  51. 51. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must We live in a 24 hour information cycle that feeds our interests and need for news and entertainment
  52. 52. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must When you are marketing in that 24 hour world, you want to make sure that there is one location for everything
  53. 53. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must That’s where the author website comes in!
  54. 54. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must Your author website can be as slick or standard as you want, but it is the one place that potential readers can come anytime for information
  55. 55. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must It’s the one stop shop for everything related to you and your writing
  56. 56. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must Without one, people aren’t going to go hunting for you
  57. 57. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must Author websites have gotten easier and easier every year
  58. 58. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must When we first started designing websites, they were done in HTML format
  59. 59. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must That would make you beholden to the development company, your budget and how often you have something to say
  60. 60. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must Now, we have WordPress, Blogger and tumblr
  61. 61. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must What’s beautiful is that you can use all of them for free!
  62. 62. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must Other than potentially having to buy a theme for your author website, you are looking at a zero cost to “keep the lights on at the store 24 hours a day”
  63. 63. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must That’s right – WordPress, Blogger and tumblr are all free to use
  64. 64. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must But what do I put there?
  65. 65. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must What do you want potential readers to know?
  66. 66. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must EVERYTHING that you write should be put on your author website!
  67. 67. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must Remember the website is much like the newspaper stand in your neighborhood
  68. 68. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must People always like to get things for free, before they make a decision to purchase
  69. 69. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must So on your author website, you have samples of your writing, backgrounds into the characters of the book, and anything else that you think will help potential readers make a decision
  70. 70. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must But make sure that you don’t forget those who have read your book
  71. 71. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must Your author website should have something for them as well!
  72. 72. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must The easiest way to figure out what should be on the website is to consider your favorite author
  73. 73. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must What would you like to know about them?
  74. 74. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must • Blurb for the book • Bio for the author • Character sketches of the key characters • Free excerpts from the book • All the reviews and interviews that have been done • Links to where the book can be purchased Author Website Musts
  75. 75. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must Before you publish your book, the author website works as an information portal
  76. 76. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must Distributing information to anyone who is interested in learning more about your work
  77. 77. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must Once you book is published, it becomes the repository for everything you do to promote your book
  78. 78. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must Including reviews, interviews, and guest writing
  79. 79. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must I also becomes the source for all the things you share on social media
  80. 80. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must Social media is the hard part in this equation
  81. 81. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must Why?
  82. 82. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must Because there are thousands of social media sites catering to different groups of interests
  83. 83. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must How do you know which one to choose?
  84. 84. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must Pick the main ones and stay away from anything that doesn’t deliver the exposure that you are looking for
  85. 85. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must The main ones?
  86. 86. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must Facebook twitter Google+ LinkedIn Goodreads
  87. 87. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must But have a strategy for how you are going to use each one...
  88. 88. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must What do I do?
  89. 89. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must I use Facebook to promote and engage with readers that are interested in conversations about topics related to my book
  90. 90. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must I use twitter to engage with readers and create awareness about my book
  91. 91. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must I use Google+ to push up my search engine position by sharing my content there
  92. 92. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must I use LinkedIn to connect with other authors and publishers via their groups
  93. 93. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must I use Goodreads to connect with readers and generate reviews
  94. 94. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must And the great part?
  95. 95. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must All the content comes from my author website 
  96. 96. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must So I have one place where you can find everything and that links with everything from my sales to marketing channels
  97. 97. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must But why I do I call it a “free world?”
  98. 98. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must Because each and every one of these services are available in a free to use model
  99. 99. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must How often do I post/write?
  100. 100. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must In terms of posting, the rules are different for each platform
  101. 101. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must On Facebook, you can get away with posting 2-3 times daily
  102. 102. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must Make sure you are posting interesting content, information and graphics that will get people talking
  103. 103. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must On twitter, you can post as much as you want 
  104. 104. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must I post over 100 times daily on twitter promoting my work, fellow authors and interesting news items related to my book
  105. 105. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must For your author website, you should be writing new content every 2-3 days
  106. 106. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must Keep it under 800 words, if you can, so more people read it and comment
  107. 107. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must Make sure you showcase reviews and interviews so that readers that visit your website know that you don’t live in a vacuum
  108. 108. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must Plus, it helps to bring them to the buying decision when they can see what others have said
  109. 109. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must So what do I pay for?
  110. 110. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must Advertising! Design!
  111. 111. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must You can have all the greatest tools and the best books, but if no one knows about it...
  112. 112. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must Why would they buy?
  113. 113. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must So I hired a graphic designer and had them create a template for me
  114. 114. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must The template has everything set for me for Facebook, twitter and Google+
  115. 115. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must I just change the text and the image
  116. 116. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must In terms of advertising, there is nothing better than Facebook ads and Google Adwords
  117. 117. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must Facebook ads allow you to reach the 1 billion+ users on Facebook for an affordable cost
  118. 118. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must It also allows you to track the results much better than you ever would with a print or billboard advertisement
  119. 119. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must Google Adwords exponentially increases your exposure to potential readers
  120. 120. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must Because Google Adwords isn’t just on Google, but every blog, most newspapers and some websites
  121. 121. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must All based on the criteria you set when creating the ad
  122. 122. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must Some things you should remember...
  123. 123. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must While free is great, you are hostage to someone else
  124. 124. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must Facebook can change the rules, and frequently does, anytime they choose
  125. 125. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must Make sure you have invested in a place that is completely under your control so that the changes don’t negatively affect your marketing
  126. 126. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must Make sure that you engage with your readers when they comment, share and connect with you
  127. 127. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must This is a digital world, where you can’t just put something out there and disappear
  128. 128. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must Traditional brands haven’t figured it out...
  129. 129. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must You have too!
  130. 130. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must Make the tools an extension of you!
  131. 131. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must But don’t go overboard with the number of tools you use, because you have to manage all of them
  132. 132. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must There is so much that we can do from the free marketing world, if we know what we should do
  133. 133. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must You want more information or have questions?
  134. 134. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must I write about author marketing related issues on my website and a few other author-centric sites
  135. 135. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must And you can find me on Facebook or twitter, if you have a question or just need some help!
  136. 136. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must The links to all are provided at the end of this presentation
  137. 137. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must Thanks for spending some time with me talking about marketing books
  138. 138. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must You can find me at the following sites...
  139. 139. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must Author website: http://www.agencyrules.com
  140. 140. © Agency Rules http://www.agencyrules.comForget Who You Are, Become What You Must Social Media: http://facebook.com/AgencyRulesPK http://facebook.com/khalid.muhammad http://twitter.com/AgencyRulesPK

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