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.

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RWA-IBPA Marketing 101 for Self-Publishers

  1. 1. Marketing 101 for Self-Publishers: TenTools & Techniques to Maximize Sales RWA Conference July 28, 2012
  2. 2. 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
  3. 3. “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
  4. 4. 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
  5. 5. 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?
  6. 6. DATA cont’d.Marketing Metrics:• Website• Social Media• Customer Demographics
  7. 7. 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
  8. 8. Postcards Elements of a postcard: • Book cover on frontMATERIALS cont’d • Title, author, promo, order info
  9. 9. 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
  10. 10. 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
  11. 11. MATERIALS cont’d.Bookmarks & Business Cards
  12. 12. 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
  13. 13. TOOL #5. YOUR BRAND• Social Media – Facebook, Amazon, Pinterest, Twitter,LinkedIn• Signature• Google Alerts• Website• Blog• Public Speaking
  14. 14. TOOL #6. AMAZON • Author Central • Author Page • Check data • Customer reviews
  15. 15. TOOL #7. NICHE • Associations • Location • Services • Book Clubs • Re-purposing
  16. 16. TOOL #8. BOOKAWARDS/REVIEWS Awards• Finding contests• Deciding which one to enter• How to promote once you’ve won
  17. 17. REVIEWS/BOOK AWARDS cont’d. Reviews: Industry and Citizen • NetGalley • Target research • Blogs • Google alerts • Review others • Pay-for-review
  18. 18. TOOL #9. PIGGYBACK Don’t reinvent the wheel. Analyze the competition
  19. 19. TOOL #10. YOU • Events • Writing • Virtual Tours
  20. 20. TOOL #11. (bonus) Over-Delivery • Thank-you notes • RSVP • Return calls • Take the extra step • Keep your word
  21. 21. Thank You! Florrie Binford Kichler, PresidentIndependent Book Publishers Association www.ibpa-online.org

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