How's that business book going for you? Is it still just an idea, are you closer or ready to launch it, or are you wanting to promote it better? Last week Michael Hanrahan and I had a fun business growth video session on "How To Create an Online Book Launch". Michael Hanrahan runs MHPublishing where he helps entrepreneurs become authors. I engineer the digital "expedition" by creating the digital foundations and building blocks which gives you a toolkit and platform you need to make this happen. "Book Launch Events" at a venue - conference centres, cafes, bars, museum or galleries - as we mostly know them are now 'closed'. And yes, we all know why. Authors need to look deeper at how they can create an amazing book, and also still create an "event" for the world to see. There is nothing stopping you. We just need to know how to create a book and a digital experience worth remembering. While, at the same time, ensuring that there is a clear business objective at the same time when having an event. We went into a lot of details around how to get your book ready for your audience, for publishing, then followed by how to set up some digital assets & campaigns to help you develop an online event, as well as some effective promotions. It's all possible - everything is there - you just need to pull the pieces together. I'll post some of the resource links as well below. If you have questions on it, please feel free to reach out to either Michael Hanrahan or myself. We had a fun time creating it as well... you'll see why about halfway through 

1. Doyle Buehler, MBA
@doylebuehler
The Online Book Launch
Part 2: Toolkit & Digital Strategies

2. *In business for 18+ years
*Built multiple tech/ecomm startups
*Expanded around the world
*Top 40 Fastest Growing Company in
Canada & #1 Fastest in the State
*Agency work with Fortune 100 Co’s
*Run a Global Strategic Digital Consultancy
Strategy & Storytelling for
the digital age.
@doylebuehler

4. Where are YOU now?

5. Types of Online Book Launches
• “Event” Launch - a gala “book release” type event where you
present your book to the world
• “Promotion” Launch - where you market & promote your
book to push sales for such things as an “Amazon Best Seller”
• “Hybrid” Event/Promotion Launch - a combination where it is
a book release event but also tied into more
marketing/promotions and book sales or “packages”

6. Strategies
& Tactics
• Build your email list - Run an
expression of interest campaign
• Build your social community
• Build Platform/toolkit
• Reinforce email
• Complementary Ads

7. Online Book Launch
Toolkit
• Event Platforms - Zoom or Zoom Webinars
Webinar, FB Live (BeLive), Webinar event,
FYI for sharing content
• Email marketing - Ontraport for campaigns
• Landing pages - Ontraport
• Webpage builders - Wordpress, Wix,
Godaddy
• Trello - to help you get organized

8. Process & Timings
• Setup - plan out the process, plan at
least 6 weeks in advance - landing
pages, campaigns, image copy, social
media post copy, images, videos - plan
for creation
• Launch - have your project plan with
dates ready, get some guests to appear
on your show, invite specific people to
the event to attend.
• Pre-event - trial run, plan, dry-run tech
& guests
• Event - have offer(s), support pages
• Post-event - wrap up and continuation
for further marketing

9. Content Planning Milestones
• Create 2x videos per week
for 3-4 weeks
• Create 1x “Live” per week
for last 2/3 weeks
• Send emails regularly
leading up to event - 1-2x
per week
• Start early!

10. Amazon Best Seller Campaign Steps
• Create visuals of book for social posts and ads (x5)
• Create copy with book for social posts and ad copy (x5)
• Define audience groupings for ads/promotion
• Suggest videos (for you to record) to be used to further
promote the book for the ads
• Add Facebook Pixel to site for follow-on traffic
• Verify Amazon Kindle setup for campaigns
• Coordinate dates for promo and create a plan
• Coordinate email campaigns for existing supporters/email list
(if applicable) - run FB form ads to add to email database for
further promotion
• Run the ads leading up to the promotion and during the
promotion
• Track Amazon status for bestseller category in Australia and
provide screenshots
• Create timings/milestones for best seller promotion
• Report and update on a regular basis

11. Paid Ad Campaign
Structure
• These campaigns usually run on Amazon for 3-
5 days. We would run the campaigns like this:
• Run an initial short test campaign prior to start
date, to check all aspects of audience, ad
layouts, etc
• Run a "preview" campaign of "coming soon"
with a Facebook form to start to collect email
addresses for upcoming promotion
• Once launch promo period begins, run initial
ads
• Run a "final days" campaign during the latter
stages of the best seller campaign or leading
up to the event

12. What Else Do You
Need to Know?
• Don’t forget to ‘sell’ - have something ready to go during, at
the end and after event - an offer, free shipping, package
deal with consulting or product or service), training course,
workbook etc.
• Have some gifts for along their journey - sections of the
book, worksheets, visuals from your book - make it
interesting and get it out there with a lot of content, videos,
images, etc.
• Don’t do the show alone. Have some guests to help build
the excitement and interest
• Make it a learning opportunity, not just to “show-off”
• “Telegraph” what you are doing. Now is not the time to be
shy. “I’m going to be having my book launch - please sign-up
to be notified when it happens
• You don’t have to do it all - get help with email marketing,
ads, etc - so you can focus on delivering a great presentation

13. SAQ – Should Ask Questions
• What platforms should I use?
• What apps should I use?
• How much will it cost?
• When should I start promoting it?
• When should I have the launch?
• How long should it be?
• How do I give away or sell books?
• What if I don’t have much of a social media following yet? Am I doomed?
• Should I do paid advertising?
• Should I contact traditional media?
• Should I prepare a media kit?

14. Links & Resources
• Platform Tools
– Online Book Launch Toolkit
http://bit.ly/booklaunchtools
• #Breakthrough Book PDF & Resources
http://bit.ly/BreakthroughPDF
–

15. Thanks Michael Hanrahan!

16. How To contact Michael Hanrahan
• Michael Hanrahan
Director of Publishing – MH Publishing
Phone (03) 9888 9549
PO Box 31, Surrey Hills, 3127
• Web: www.mhpublishing.com.au
• Web: www.publishcentral.com.au
• Web: www.businessbookawards.com.au
• LinkedIn: www.linkedin.com/in/michaeljhanrahan/

17. How to Contact Doyle Buehler
Doyle Buehler
Dept.Digital
Senior Smarty Pants
+61 (0) 413 106 880
+1 (310) 564-8454
doyle@dept.digital
> Author of THE book on digital strategy for business innovators: #Breakthrough.digital
> Find out your competitive edge online - http://leadership.digital/
> **Click to book a Digital Strategy meeting with me https://calendly.com/doylebuehler/30min

18. It's going to be a brave, new digital world in 2020 - but only for
those businesses who take the time to create an effective
strategy that aligns their value with what their audience is
actively seeking to solve their challenges. And, a strategy that
helps your business correct itself upright under all conditions
that you encounter.
@doylebuehler

19. Roman coliseum
Every Great Business Has
An Even Greater
Foundation

20. Whewh – that wasn’t too bad…

21. Learn the rules like a pro, so you can break
them like an artist – Pablo Picasso
Learn the rules like a pro, so you can break
them like an artist – Pablo Picasso

22. Download your Free PDF
#Breakthrough Book Resources
http://bit.ly/BreakthroughPDF
Strategy & Storytelling for
the digital age.
@doylebuehler

23. The Digital Revolution Is Here
@doylebuehler
Are You Ready For It?