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How to Use Influencer Marketing To Promote Your Book


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Basically, how I earn shout outs for my publishing clients by Chris Abraham. Topic: Content Marketing. Description: As publishers abandon their authors in droves and as more writers take to self-publishing, there’s a need for taking up the slack and getting things done on your own. Chris Abraham will walk you through how he does it for his publishing clients.

This is being presented streaming delayed live on 28 April, 2015 for the 2015 Outreach Marketing Summit hosted by GroupHigh -- it's free to attend and I, Chris Abraham, will be live tweeting and engaging while this pre-recorded video is presented. Register here for free:

Published in: Marketing
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How to Use Influencer Marketing To Promote Your Book

  1. 1. #outreachmarketing @chrisabraham ProprietaryandConfidential How to Use Influencer Marketing To Promote Your Book (Engaging Influencers for my Publishing Clients) PREPARED FOR GroupHigh Virtual Summit April 28, 2015 @ChrisAbraham @GroupHigh #OutreachMarketing
  2. 2. #outreachmarketing @chrisabraham ProprietaryandConfidential Chris Abraham @chrisabraham @gerrisdigital #outreachmarketing 2
  3. 3. #outreachmarketing @chrisabraham ProprietaryandConfidential • The publishing industry has changed in the last decade • With eBooks, self-publishing, and a decrease in traditional book reading, the margins on all but the top-sellers is paper thin • First-time and niche authors have much less support and resources towards book- promotion • Marketing budgets have been slashed or preserved for top sellers and top earners (that’s assuming you can even get a book deal these days) 3 GLOCK: THE RISE OF AMERICA’S GUN BY PAUL M. BARRETT
  4. 4. #outreachmarketing @chrisabraham ProprietaryandConfidential • Unlike advertising or a book tour, there is no barrier to entry to social media • Social media enables both intimate one-to-one relationships with online influencers • Social also enables access to one-to-many and many-to-many social media shares • Influencer marketing allows authors to identify and then engage topically-relevant online influencers and bloggers 4 LAW OF THE JUNGLE BY PAUL M. BARRETT
  5. 5. #outreachmarketing @chrisabraham ProprietaryandConfidential • Time, talent, and treasure are all you need to support your online “shadow” book launch and book tour • You can do it on the cheap using just your time and talent or you can subscribe to a dedicated blogger outreach platform like GroupHigh with a little bit of treasure • Or, you can open your wallet and either collaborate with an expert or hire a publicist to do the outreach on your behalf (I’m always happy to help) 5 SEARCH ENGINE MARKETING BY MIKE MORAN & BILL HUNT
  6. 6. #outreachmarketing @chrisabraham ProprietaryandConfidential • While social media marketing lacks formal protocol, there are three essentials: 1. Treat everyone as if they’re a Kardashian: be excited and grateful and don’t take anyone for granted – no matter how little clout (or Klout) -- and be willing to lavish time & attention on everyone 2. Be responsive and follow up more than once: “no reply” doesn’t mean “no” 3. Provide an exceptional gift: bloggers love bound galleys, they love hardcover copies drop-shipped. They’ll take paperbacks, some prefer Amazon- compatible downloads – but nobody at all loves a PDF attachment 6 MINDFUL WORK BY DAVID GELLES
  7. 7. #outreachmarketing @chrisabraham ProprietaryandConfidential • In each of the preceding books, each author was willing to lavish as many books, at much attention, and as much time was as required to make a connection and honor each influencer: • Paul M. Barrett was willing to brave the gun message boards for Glock • Amy Wilkinson hosted a reddit IAmA question and answer session • Mike Moran & Bill Hunt never met an interview they weren’t willing to take • David Gelles took podcast interviews as readily as NPR interviews 7 THE CREATOR’S CODE BY AMY WILKINSON
  8. 8. #outreachmarketing @chrisabraham ProprietaryandConfidential 8 WHY YOU SHOULD REACH FURTHER THAN THE A-LIST • Top newspapers, journals, celebrity sites, and high-status A-level blogs are highly competitive • Don’t forsake the crème de la crème but don’t only rely on them to fuel your book’s promotion – everyone’s fighting to go to prom with the prom King and prom Queen • If you don’t already have a brand, it’s entirely possible to build a powerful brand from the bottom up: blog by blog, influencer by influencer • Social media goes beyond blogs, Facebook, and Twitter – don’t ignore message boards and specialty sites
  9. 9. #outreachmarketing @chrisabraham ProprietaryandConfidential 9 RULE #34B - IF IT EXISTS THERE IS BLOG OF IT Internet rule #34 - If it exists there IS porn of it
  10. 10. #outreachmarketing @chrisabraham ProprietaryandConfidential 10 THERE’S SO MUCH MORE THAN MOMMY BLOGGERS • Paul M. Barrett made best mates with both the pro-gun and anti-gun online – I helped him connect with shooting sport hobbyists on both general sports shooting and Glock- specific message boards for his book Glock • I found David Gelles hundreds of influencers connected with the mindfulness movement, both spiritual and secular • I helped Amy Wilkinson connect with both entrepreneurs and women with the goal of connecting with women entrepreneurs • Mike Moran tapped me to help him and Bill Hunt track down everyone outside of their personal SEO/SEM database of contacts
  11. 11. #outreachmarketing @chrisabraham ProprietaryandConfidential 11 AS CHEAPLY OR AS EASILY AS YOU WANT TO SO IT • For years, I did all of my blogger outreach campaigns using Excel spreadsheets and then Google Sheets • I discovered bloggers using keywords on Google and blog search engines and tracked engagements on those blasted spreadsheets • You can do it cheap and hard or spend a little money to make it easier • I currently use a combination of Google, SDL SM2, InkyBee, and GroupHigh to do my blog and blogger research • I use GroupHigh to manage my outreach campaigns, including contacts & follow-ups
  12. 12. #outreachmarketing @chrisabraham ProprietaryandConfidential 12 REACH OUT TO WHEREVER THEY ARE
  13. 13. #outreachmarketing @chrisabraham ProprietaryandConfidential 13 REACH OUT TO WHEREVER THEY ARE
  14. 14. #outreachmarketing @chrisabraham ProprietaryandConfidential 14 MAKE YOUR PITCH AS PERSONABLE AS POSSIBLE
  15. 15. #outreachmarketing @chrisabraham ProprietaryandConfidential 15 MOST OF THE MAGIC HAPPENS IN THE INBOX – MAKE IT HAPPEN!
  16. 16. #outreachmarketing @chrisabraham ProprietaryandConfidential 16 TWO FINAL MANTRAS TO LEAVE YOU WITH (AND REMEMBER) “Hugs not horns” – Chris Abraham “Be kind, for everyone you meet is fighting a hard battle” – Philo of Alexandria (or Plato or Ian MacLaren or John Watson)
  17. 17. #outreachmarketing @chrisabraham ProprietaryandConfidential THANK YOU! ANY QUESTIONS? YES, YOU CAN START WITH ME: Gerris digital @gerrisdigital 17 Chris Abraham @chrisabraham +1 202-352-5051