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Pillars of Online Marketing (for Writers)

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A presentation for writers and authors looking to build an online audience, increase readership, and sell more books with digital marketing tools and techniques.

Published in: Marketing

Pillars of Online Marketing (for Writers)

  1. Pillars of Online Marketing A READER-FIRST ! APPROACH
  2. THE RISE OF DIGITAL Marketing has changed…for the better.
  3. THREI SREIS OEF O DFI GDIITGAITLA L 3 Mediums 1. Print 2. Radio 3. TV
  4. THE RISE OF DIGITAL The Problem “Spray and pray.”
  5. THE RISE OF DIGITAL But what if we sent out the same message across all mediums?
  6. THE RISE OF DIGITAL The 90’s ! • Integrated Marketing Communications • Google is born • Personal computers enter the scene.
  7. THE RISE OF DIGITAL In 2012, after 244 years, the Encyclopaedia Britannica went out of print for the first time.
  8. Digital has arrived. 1. Search 2. Social 3. Entertainment THREI SREIS OEF O DFI GDIITGAITLA L
  9. THE RISE OF DIGITAL The average American adult spends approx. 2 hours and 21 minutes per day online. - Emarketer 77% of viewers use another device while they are watching TV. - Google’s ZMOT 72% of tablet owners make purchases from their tablets on a weekly basis. - Google’s ZMOT
  10. THREI SREIS OEF O DFI GDIITGAITLA L But competition is fierce.
  11. THE RISE OF DIGITAL On Wordpress alone, there are 61.8 million new blog posts published each month. The average person is served over 1,700 banner ads per month. Less than 0.1% of these are clicked. - comScore and HubSpot 75% of ads clicked from November 1 to December 31 go to big online-only advertisers. - Google’s ZMOT
  12. THE RISE OF DIGITAL 55% of users spend less than 15 seconds on a website. - ChartBeat
  13. SUMMARY 1. Disruptive change since the late 1990’s and early 200o’s. 2. Tremendous opportunity = fierce competition.
  14. PILLARS OF ONLINE MARKETING What works and how can we apply this to selling books online?
  15. PILLAR 1 It all starts with the product.
  16. IT ALL STARTS WITH THE PRODUCT R.I.P Crystal Pepsi Companies spend millions on products and they fail.
  17. IT ALL STARRISTES OWFI TDHIG TIHTAEL P RODUCT 5 steps to a great product (aka. ebook) 1. Prototype (get beta readers) 2. Test, test, test 3. Hire an editor 4. Invest in cover art design 5. Format (multi-devices)
  18. IT ALL STARTS RISE OF WITH DIGITAL THE PRODUCT The Hugh Howey effect One short story becomes a multi-million dollar empire.
  19. IT ALL STARTS WITH THE PRODUCT Word of mouth is the primary factor behind 20% to 50% of all purchasing decisions and it’s 10x more effective than traditional advertising. - Mckinsey Quarterly
  20. PILLAR 2 Build an online audience. (It’s hard work…but it pays off.)
  21. BURILISDE A ONF A DUIGDIITEANLC E 3 steps to building an audience 1. Get a website and start blogging. 2. Build an email list. 3. Drive traffic (get your content in front of the right people).
  22. BURILISDE A ONF A DUIGDIITEANLC E Driving traffic Direct Organic Referral
  23. RISE OF DIGITAL Referral Traffic Other bloggers and authors need content too…give them something to write about. BUILD AN AUDIENCE
  24. PILLAR 3 Get creative (just learn the landscape first).
  25. RISE OF DIGITAL Amazon Know the landscape: - Categorization -Pricing -Reviews -Recommendations -Metadata GET CREATIVE
  26. RGISEET OCFR EDAIGTIITVAEL Categorization Self-selecting niche categories within your genre can be a great way to stand out. Example: “dystopian fiction”, a category within Sci-Fi, might be less competitive than the more broad “science fiction”.
  27. RGISEET OCFR EDAIGTIITVAEL Pricing Try testing out different models: split your books into parts and offer the first one for $0.99 or try giving away the first book in a trilogy.
  28. GET CREATIVE The $4.99 price point sells more books and brings in more gross dollars than any other price point. - AuthorEarnings.com
  29. RGISEET OCFR EDAIGTIITVAEL Reviews Identify common reviewers in your genre and reach out to them for an honest review. Leverage reviews from other writers or bloggers.
  30. RGISEET OCFR EDAIGTIITVAEL Recommendation Engine Hitting the Top 100 is when the magic starts to happen. Sell as many pre-orders as possible with a pre-book launch. Hint: One Tweet from the right person can make all the difference.
  31. RGISEET OCFR EDAIGTIITVAEL 1.Use Google’s Keyword Planner, Google Trends, and Amazon’s “auto fill” function to get an idea of what people are searching for. 2. Include relevant keywords in descriptions and keyword boxes. 3.Test, test, test your product description! 4.Think like a user - what would real people search for? Don’t confuse with keyword stuffing. ! Metadata
  32. SUMMARY 1. It all starts with the product. (Test, test, test…) 2. Build an audience (and leverage other traffic sources). 3. Learn the landscape and get creative.
  33. THANK YOU Q & A
  34. IMAGE CREDITS Old books: David Flores Butter magazine: thenourishedyou.files.wordpress.com Apple Powerbook: Flickr - Dana Sibera Hands with Kindle: Flickr - Jens Schott Knudsen Guy with laptop: Flickr - Ben Crowder ipad bookshelf: Flickr - Johan Larsson iphone on table: Flickr - Jonas Tana Crystal Pepsi: Flickr - Paxton Holley Wool cover: Amazon.com (a Hugh Howey book) Guys around iphone: Flickr - Dave Fayram Hand and keyboard: Flickr - Kirsty Andrews Old book spine: Flickr - Thalita Carvalho Amazon packaging: Flickr - Nic Taylor Question mark image: Flickr - ed_needs_a_bicycle Books on shelf: Aerrin99

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