RWA-IBPA Marketing 101 for Self-Publishers
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RWA-IBPA Marketing 101 for Self-Publishers

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Marketing 101 for Self-Publishers presented at the RWA Conference in July, 2012 by Florrie Binford Kichler, president of the Independent Book Publishers Association.

Marketing 101 for Self-Publishers presented at the RWA Conference in July, 2012 by Florrie Binford Kichler, president of the Independent Book Publishers Association.

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RWA-IBPA Marketing 101 for Self-Publishers RWA-IBPA Marketing 101 for Self-Publishers Presentation Transcript

  • Marketing 101 for Self-Publishers: TenTools & Techniques to Maximize Sales RWA Conference July 28, 2012
  • Tool #1: PLAN• Describe your product •Set your price• Create your bio •Determine your sales• Target your readers channels• Specify your goals •Promote your title Source: “Marketing Plan for Fiction Titles” by Brian Jud
  • “Fiction is the genre most significantly affected by the completeness of both basic and enhanced metadata.” TOOL #2. DATAMetadata:• Basic Metadata – ISBN, title, author, cover image, page count,binding, publisher, publication date, main category or genre• Enhanced metadata – description, review, author biography,table of contents, video• Impact on sales – Bookscan survey
  • DATA cont’d.How to insure accuracy:• Dedicated ISBN number for each of your books• ISBN numbers show company name as the publisher• Enter metadata correctly• Check metadata at major online retailers monthly
  • DATA cont’d.Sales Reports:• How many units and dollars are you selling?• Who are you selling to?• What percentages of your sales are eBooks and print?
  • DATA cont’d.Marketing Metrics:• Website• Social Media• Customer Demographics
  • TOOL #3. MATERIALS Cover, Postcards, Flyer, Bookmark, Business Cards Elements of Front Cover: • Artwork •Title and subtitleCover: • Author/illustrator Elements of Back Cover:• Professionally designed • Promotional headline• Readable as thumb-nail • Excerpt or review excerpts • BISAC code• Effective in black and white • BRIEF author bio and small picture • Publishing company logo and contact info • Price, ISBN, Bar code (for print), QR code
  • Postcards Elements of a postcard: • Book cover on frontMATERIALS cont’d • Title, author, promo, order info
  • MATERIALS cont’d. Advantages: • Cost • Inexpensive production • Open rate • Event giveaways • Splashy promo pieces • Book launches • Mailing list updates • Web-site invitations • Testing • Customer connections
  • MATERIALS cont’d.Flyers Uses:Elements: - Personal appearances• book title -Online & offline mailing• short excerpts from your book• one-line review(s)• book cover• author bio (short)• format, price, size, # pages, ISBN, pub date, genre, web site• ordering information!• back side – include a longer excerpt, more reviews/testimonials
  • MATERIALS cont’d.Bookmarks & Business Cards
  • TOOL #4. YOUR BACKYARD Local Marketing• Local media outlets• Convention and Tourist Bureau• State Fair (organize author’s day)• State or city historical societies• Local bookstores• Local libraries
  • TOOL #5. YOUR BRAND• Social Media – Facebook, Amazon, Pinterest, Twitter,LinkedIn• Signature• Google Alerts• Website• Blog• Public Speaking
  • TOOL #6. AMAZON • Author Central • Author Page • Check data • Customer reviews
  • TOOL #7. NICHE • Associations • Location • Services • Book Clubs • Re-purposing
  • TOOL #8. BOOKAWARDS/REVIEWS Awards• Finding contests• Deciding which one to enter• How to promote once you’ve won
  • REVIEWS/BOOK AWARDS cont’d. Reviews: Industry and Citizen • NetGalley • Target research • Blogs • Google alerts • Review others • Pay-for-review
  • TOOL #9. PIGGYBACK Don’t reinvent the wheel. Analyze the competition
  • TOOL #10. YOU • Events • Writing • Virtual Tours
  • TOOL #11. (bonus) Over-Delivery • Thank-you notes • RSVP • Return calls • Take the extra step • Keep your word
  • Thank You! Florrie Binford Kichler, PresidentIndependent Book Publishers Association www.ibpa-online.org