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Own Your Niche for Authors: Promote Books and Build Your Audience Online


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Strategies for authors to build an audience online, including examples from successful authors interviewed for my book: Own Your Niche. Presentation prepared for the National Speakers Association Conference 2012 in Indianapolis. For information on the book, visit

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Own Your Niche for Authors: Promote Books and Build Your Audience Online

  1. 1. Own Your Nicheon the Internet and BeyondSimple Strategies for Authors to Increase Website Traffic and Build Buzz Online Stephanie Chandler
  2. 2. What Do You Want to Be Known For? Get Ready to Step on to the Virtual Stage1. Define Your Target Audience2. Identify Their Wants/Needs3. Establish Your Authority4. Become a Resource5. Choose Your Business ModelGOAL = SERVE
  3. 3. Small Biz Thoughts.comSpeaker/Consultant for IT Business Owners
  4. 4. Melinda Emerson Small Biz Lady
  5. 5. Patrick Schwerdtfeger Social Media Victories
  6. 6. Kemble Scott Fiction Writer
  7. 7. J.A. KonrathThrillers and Publishing?
  8. 8. Gretchen RubinCome On Get Happy!
  9. 9. How the Search Engines Work And Why it Matters 17 Billion Searches Per Month: = 66.4%Microsoft Sites (Bing, MSN) = 15.9% Yahoo = 12.8% Ask = 3.2% AOL = 1.7% Source:, August 2012
  10. 10. Search Engine Optimization (SEO) Increase Your Chances of Getting FoundKeywords/Key Phrases• Page Title• Description• Header• Repeated on Page• Page URL• Images
  11. 11. SEO Best Practices Small Changes Make a Big Difference• Keyword Concentration• Relevant Incoming Links• Anchored Links• Minimal Use of Flash• Frequent Updates• Content is King
  12. 12. The Power of Blogging Your Secret Weapon• Great SEO• Build Your Audience• Media Potential• Content from Customers, Peers, Employees
  13. 13. The Big Secret: Content Showcase Your Expertise• Articles/Blog Posts• Product Reviews• Industry News• How-to Tips• Case Studies• Interviews with Executives• Editorial Commentary• Enlist Peers, Clients, Employees*Your Site and Other Sites
  14. 14. Podcasts, Teleseminars, Webinars Expand Your Reach• Single events, series or conferences• Be a guest on other people’s programs• Host your own• Promote via social media• Archive on your site• Distribute via iTunes
  15. 15. Video Potential to Go Viral• Generate traffic• Attract target audience• Establish expertise• Add interest to your website• Inexpensive to produce
  16. 16. Information Products Give Away or Sell for Profit• Books• Ebooks• Special Reports• Whitepapers• Tips Sheets• Workbooks• Training Programs
  17. 17. Grow Your Audience Tap into the Power of Community• Community is vital• Find your target audience• Figure out where they spend their time• Engage in existing communities• Start your own – – LinkedIn Groups – Ning – Yahoo Groups
  18. 18. Email Marketing It’s Not Dead!• Permission to market!• Build your list• Give incentive• Options: – Constant Contact – iContact – Mail Chimp – Aweber
  19. 19. Corporate Sponsors They Need You• Speaking• Spokesperson• Blogging• Site Ads• Give-Aways• Webinars• Twitter Chats• Event Sponsorship• Books in Bulk
  20. 20. Social Media Why it Matters• Build brand awareness• Engage past clients• Attract new clients and readers• Immediate impact• Create community• Viral marketing
  21. 21. Facebook Strategy Engage Your Audience• Build a Business Page• Share Blog Content, Tips, Articles, Links, Videos, Photos• Ask Questions• Participate Daily• Cross-Promote on Your Site, E-mail Marketing, Ads, etc.• Promoted Posts and Ads
  22. 22. LinkedIn Strategy Find Professional Connections• Add Keywords• Import Contacts• Find Groups• Get Introduced• Ask for Endorsements• Locate Key Contacts• Invest in LinkedIn Mail
  23. 23. Pinterest Strategy Visual Network• Pin Your Blog Posts• Pin Blog Posts by Others• Share Resources• Be Interesting• Always Remember Your Target Audience
  24. 24. Google+ Strategy Link Juice Here• Share Blog Posts, Interesting Content• Use the +1 Button• Add People to Your Circles• Interact With Others
  25. 25. Twitter Strategy Microblogging in 140 Characters or Less• Follow Those You Want Following You• Share Links to Blog Posts, Resources, Industry News• Retweet Often• Post Often: 5+ Times Per Day• Repeat Your Tweets
  26. 26. Steps to Success Commit a Little Time Each Day• Define Your Target Audience• Leverage Community• Become a Resource• Optimize Your Site• Blog Often• Add Content: Videos, Podcasts, Webinars• Distribute Information: Ebooks, Books, Reports• Join Social Media
  27. 27. Thank YOU I Appreciate Your Time! Questions? Twitter: @bizauthor 877-800-1097