ACP Mid-Winter Conference Jan 30. Data-driven marketing. Presented by Monique Sherrett of Boxcar Marketing. The marketing stepping stones from press-level marketing to title-level marketing.
As a member of the first-ever US publishing mission to Cuba, I had the opportunity to attend at speak at the Havana Book Fair. I talked about what the digital transformation has looked like in the U.S. and what that has meant for our industry. Particularly relevant for the Cuban industry right now are what I called the 5 major outcomes of ebooks.
The document discusses the use of Facebook for business purposes. It notes that 70% of local businesses use Facebook as a marketing tool. It also provides statistics on Facebook usage and recommendations for optimizing personal and business Facebook pages, such as using high resolution cover photos sized 850 x 315 pixels and regularly posting engaging content to build connections with customers.
GuideStar Webinar (05/16/12) - Supersize My Online Savvy: Surefire Steps to F...GuideStar
GuideStar webinar on 05/16/12.
Presenters: Katya Andresen, Chief Strategy Officer, Network for Good, and Lindsay Nichols, PR and Social Media Marketing Manager, GuideStar USA, Inc.
http://www2.guidestar.org/rxg/news/webinars/webinar-archive.aspx
The document outlines an agenda and materials for a marketing class, including assignments to write a 2-4 page marketing plan for a book title by analyzing the audience and outlining strategies before, during, and after publication. Example marketing plans and tactics are provided, with an emphasis on digital marketing, understanding the audience, and crafting compelling messages. Students will present group projects analyzing a company's marketing strategy the following week.
The document provides guidance on creating a 7-sentence marketing plan. It explains that each sentence should address a specific element: purpose, tactics, target market, niche, tools, identity, and success measurement. For each element, it offers examples and prompts to help craft concise yet informative sentences. The goal is to develop a high-level strategy in a brief yet comprehensive format.
Why You Should Have Paid Attention in Mathsomisguided
This document discusses the importance of understanding online marketing metrics and data tracking. It provides examples of common metrics like conversion rate, which is the number of visitors who perform a desired action like making a purchase divided by the total number of visitors. Other metrics discussed include click-through rate, cost per lead, and cost per conversion. The document also outlines strategies for social media marketing campaigns and measuring their effectiveness using various platform-specific metrics.
Why You Should Have Paid Attention in Mathsomisguided
This document discusses the importance of understanding online marketing metrics and data tracking. It provides examples of common metrics like conversion rate, which is the number of visitors who perform a desired action like purchasing a product divided by the total number of visitors. Other metrics discussed include click-through rate, cost per lead, and cost per conversion. The document also outlines strategies for social media marketing campaigns and measuring their effectiveness using various platform-specific metrics.
BookNet Tech Forum: Beyond Fans and Followers, Measuring the Success of Onlin...somisguided
This document summarizes a presentation about measuring online marketing campaigns. It discusses measuring things that lead to sales, like social media followers and engagement, as well as direct sales. Several example marketing campaigns are outlined, with goals and metrics defined for each. Key points include establishing a baseline, using analytics to create a timeline, overlaying sales data, and identifying patterns. Resources for data visualization, monitoring, competitive research, and audience research are also listed.
As a member of the first-ever US publishing mission to Cuba, I had the opportunity to attend at speak at the Havana Book Fair. I talked about what the digital transformation has looked like in the U.S. and what that has meant for our industry. Particularly relevant for the Cuban industry right now are what I called the 5 major outcomes of ebooks.
The document discusses the use of Facebook for business purposes. It notes that 70% of local businesses use Facebook as a marketing tool. It also provides statistics on Facebook usage and recommendations for optimizing personal and business Facebook pages, such as using high resolution cover photos sized 850 x 315 pixels and regularly posting engaging content to build connections with customers.
GuideStar Webinar (05/16/12) - Supersize My Online Savvy: Surefire Steps to F...GuideStar
GuideStar webinar on 05/16/12.
Presenters: Katya Andresen, Chief Strategy Officer, Network for Good, and Lindsay Nichols, PR and Social Media Marketing Manager, GuideStar USA, Inc.
http://www2.guidestar.org/rxg/news/webinars/webinar-archive.aspx
The document outlines an agenda and materials for a marketing class, including assignments to write a 2-4 page marketing plan for a book title by analyzing the audience and outlining strategies before, during, and after publication. Example marketing plans and tactics are provided, with an emphasis on digital marketing, understanding the audience, and crafting compelling messages. Students will present group projects analyzing a company's marketing strategy the following week.
The document provides guidance on creating a 7-sentence marketing plan. It explains that each sentence should address a specific element: purpose, tactics, target market, niche, tools, identity, and success measurement. For each element, it offers examples and prompts to help craft concise yet informative sentences. The goal is to develop a high-level strategy in a brief yet comprehensive format.
Why You Should Have Paid Attention in Mathsomisguided
This document discusses the importance of understanding online marketing metrics and data tracking. It provides examples of common metrics like conversion rate, which is the number of visitors who perform a desired action like making a purchase divided by the total number of visitors. Other metrics discussed include click-through rate, cost per lead, and cost per conversion. The document also outlines strategies for social media marketing campaigns and measuring their effectiveness using various platform-specific metrics.
Why You Should Have Paid Attention in Mathsomisguided
This document discusses the importance of understanding online marketing metrics and data tracking. It provides examples of common metrics like conversion rate, which is the number of visitors who perform a desired action like purchasing a product divided by the total number of visitors. Other metrics discussed include click-through rate, cost per lead, and cost per conversion. The document also outlines strategies for social media marketing campaigns and measuring their effectiveness using various platform-specific metrics.
BookNet Tech Forum: Beyond Fans and Followers, Measuring the Success of Onlin...somisguided
This document summarizes a presentation about measuring online marketing campaigns. It discusses measuring things that lead to sales, like social media followers and engagement, as well as direct sales. Several example marketing campaigns are outlined, with goals and metrics defined for each. Key points include establishing a baseline, using analytics to create a timeline, overlaying sales data, and identifying patterns. Resources for data visualization, monitoring, competitive research, and audience research are also listed.
The document provides details on upcoming events and assignments for a class on social media marketing. It outlines the topics to be covered on specific dates from November 4th through December 9th, including writing for the web, individual and group assignments, case studies, presentations, measuring success, and draft due dates. Key details are provided on the content to be covered, assignments given, and deadlines for submission.
Review of The Cluetrain and The Open Brandsomisguided
Here is a 7 sentence marketing plan for Okanagan Woman magazine:
1. Okanagan Woman magazine targets busy professional women in the Okanagan region.
2. These women are always on the go and need inspiration for balancing work, family, and lifestyle.
3. Okanagan Woman is a glossy quarterly magazine focused on local stories, recipes, fashion, and events.
4. The magazine provides an escape for readers looking to learn about what's happening in their community and gain ideas for their personal and professional lives.
5. Unlike other local publications that are monthly or weekly, Okanagan Woman is a curated quarterly guide specifically for Okanagan women.
6
Principles of effective communication messages.
1. Know your audience
2. Tell an authentically true story
3. Positive in tone
4. Minimalist
5. Contrasts the status quo vs. the reward is the call to action is taken
Includes:
* How Jane Goodall became the woman who redefined Man.
* How technology changed how businesses interact online.
* What neuroscience and the study of chimps can tell us about behaviour, motivations and persuasion.
* Class dates and general overview
* Readings
* Publishing process and marketing communications touchpoints
* Assignment details
Google Analytics is a free tool that lets publishers measure website traffic, conversions, and user behavior. It provides insights into how visitors arrive on the site and what they do once there. Key metrics include acquisition, behavior, content, social, mobile, and conversions. Google Analytics tracks analytics using code that is added to website pages. It provides reports on metrics like traffic sources, user paths, and goals that can help publishers understand user behavior and improve performance.
The document discusses the Cluetrain Manifesto and the concept of the "Open Brand." [1] The Cluetrain Manifesto from 1999 argued that markets are conversations between networks of people, and companies should use a human voice. [2] The "Open Brand" concept from 2008 recognized that consumers now engage with each other and control brand messages through online communities. [3] For brands to survive, they must engage with consumers within their communities with transparency, authenticity, and dialogue rather than monologue.
My Mini Club marketing plan aims to increase Facebook fans to 1,000+ and sales by 5-10% by December 31st. It targets Stephy Chen, a 19-year-old Chinese international student in Richmond who enjoys taking selfies and uses social media daily. The plan provides an in-depth persona profile of Stephy to understand her goals, interests and online behavior. It will promote My Mini Club's new photo products and ideas on Facebook to appeal to Stephy's passion for photography and fashion.
After analyzing the data from more than half a billion dollars of ad spend, I've uncovered some incredible trends in current online marketing that you NEED to be aware of if you want to be successful in paid search.
Get the inside scoop on what you need to know to dominate your industry in this live webinar.
You’ll learn why:
Quality score is more important than ever
Negative keywords are STILL a missed opportunity in optimization
Average conversion rates are not what they used to be
Facebook Traffic + Growing Your Thought LeadershipBrian Carter
This document outlines tips for growing thought leadership and using social media effectively. It discusses positioning yourself as an expert in your field by developing compelling content, gaining credibility through results and endorsements, and associating with successful people and companies. Specific tips include regularly creating new content, public speaking, advertising, writing books, gaining publicity, and leveraging social networks to establish yourself as a thought leader in your industry.
How do you adapt to the new marketing landscape? This presentation takes a look at five winning traits of a strong economic development marketing program.
Rachel Folz is the Digital Marketing Manager at Campbell County Public Library. She has over 9 years of experience in digital content roles. The document provides information on popular social media platforms like Facebook, Pinterest, Instagram and Twitter. It discusses insights available on each platform that can help analyze audience demographics and content performance. Tips are provided on creating engaging content and using tools like Buffer to schedule posts. The document aims to help libraries effectively utilize social media for marketing and outreach.
The document discusses why social media marketing is important for real estate agents. It notes that less than 2% of people who see a social media post will engage with it. However, it argues that social media is still important because it is growing, particularly among adult users who do most of the home buying. The document provides tips on how real estate agents can use social media engagement strategies like questions, quotes and neighborhood-focused content to build connections rather than just make sales pitches. It emphasizes using social media to get people involved rather than just pushing sales.
This is the story of our little publishing company that wants to make it cheaper for people to own technical books. Our flagship title is The Complete Android Guide, which is the world'
Please refer to the slide notes to see the finer points. Otherwise, this presentation might not make sense.
Rob wellman navagating social media tsunami - social5 - prsaprsanpd
The document discusses the rise of social media and how it has surpassed traditional media in reaching large audiences. It notes that while radio took 38 years to reach 50 million listeners, social platforms like Facebook were able to reach 100 million users within 9 months. The document advocates for businesses to embrace social strategies as most consumers now spend their time on social media. It promotes Social5 as a suite of services that provides a team of experts to deploy social, mobile, and email marketing strategies for businesses.
This document summarizes a presentation about trends in online marketing for events. It discusses optimizing websites for marketing events in real time, prioritizing social media platforms like Facebook, Twitter, Pinterest and YouTube, maximizing mobile marketing through apps and mobile-optimized websites, and using tools like email marketing, contests and multimedia to engage customers and drive traffic. Specific tactics recommended include using categories to organize information, making event pages interactive, tagging customers in Facebook photos, and giving publicity to those who engage on social media.
BookFuel presentation at AuthorU conference: Finding your SuperfansBill Van Orsdel Jr.
How can an author find and market their books to their "Superfans". A quick marketing guide for authors with actions they can take to identify, connect with and recruit Superfans for their author brand.
Understanding the 3 ways books are sold: positioning, author platform, and sales. Presented Sept 27 at WORD Vancouver by Monique Sherrett, Professor of Professional Practice at Simon Fraser University, Master of Publishing program.
GASC 2015 - Top 20 New Ideas for Online MarketingSaffire
The document provides 20 new ideas for online marketing. Some of the key ideas discussed are optimizing websites with photos and video to capture users' attention in the first 10 seconds, using social media platforms like Facebook, Twitter, Instagram and Pinterest strategically, creating interactive contests on social media, and ensuring websites and marketing strategies are optimized for mobile users. The document emphasizes testing different online marketing tactics and being responsive to feedback online.
Cassie Roberts presented on real-time online marketing strategies for rodeos and events. She discussed optimizing websites for mobile use and ease of purchasing tickets. Email marketing best practices like scheduling emails and segmenting lists were covered. The importance of social media platforms like Facebook, Twitter, Pinterest, and YouTube for engaging customers was emphasized. Strategies included posting behind-the-scenes photos on Facebook and live tweeting events. The presentation aimed to help events prioritize online tools to better market and fundraise in real-time.
Cassie Roberts presented on real-time online marketing strategies for rodeos and events. She discussed optimizing websites for mobile use and ease of purchasing tickets. Email marketing best practices like scheduling emails and segmenting lists were covered. The importance of social media presences on Facebook, Twitter, Pinterest and YouTube was explained. Attendees were encouraged to find the highest returning marketing channels and survey customers to improve online engagement.
E-commerce and social media will be important for furniture retailers' future internet marketing. As consumers search and browse online, they make a series of decisions along their journey. Retailers must strategically influence these decisions by optimizing search engine results, social media profiles, websites and more to ultimately convert visitors into customers. Tracking analytics provides insights to improve marketing efforts over time. With social media like Facebook becoming more widely used than traditional search engines, claiming business profiles and customizing pages is important for brands.
The document provides details on upcoming events and assignments for a class on social media marketing. It outlines the topics to be covered on specific dates from November 4th through December 9th, including writing for the web, individual and group assignments, case studies, presentations, measuring success, and draft due dates. Key details are provided on the content to be covered, assignments given, and deadlines for submission.
Review of The Cluetrain and The Open Brandsomisguided
Here is a 7 sentence marketing plan for Okanagan Woman magazine:
1. Okanagan Woman magazine targets busy professional women in the Okanagan region.
2. These women are always on the go and need inspiration for balancing work, family, and lifestyle.
3. Okanagan Woman is a glossy quarterly magazine focused on local stories, recipes, fashion, and events.
4. The magazine provides an escape for readers looking to learn about what's happening in their community and gain ideas for their personal and professional lives.
5. Unlike other local publications that are monthly or weekly, Okanagan Woman is a curated quarterly guide specifically for Okanagan women.
6
Principles of effective communication messages.
1. Know your audience
2. Tell an authentically true story
3. Positive in tone
4. Minimalist
5. Contrasts the status quo vs. the reward is the call to action is taken
Includes:
* How Jane Goodall became the woman who redefined Man.
* How technology changed how businesses interact online.
* What neuroscience and the study of chimps can tell us about behaviour, motivations and persuasion.
* Class dates and general overview
* Readings
* Publishing process and marketing communications touchpoints
* Assignment details
Google Analytics is a free tool that lets publishers measure website traffic, conversions, and user behavior. It provides insights into how visitors arrive on the site and what they do once there. Key metrics include acquisition, behavior, content, social, mobile, and conversions. Google Analytics tracks analytics using code that is added to website pages. It provides reports on metrics like traffic sources, user paths, and goals that can help publishers understand user behavior and improve performance.
The document discusses the Cluetrain Manifesto and the concept of the "Open Brand." [1] The Cluetrain Manifesto from 1999 argued that markets are conversations between networks of people, and companies should use a human voice. [2] The "Open Brand" concept from 2008 recognized that consumers now engage with each other and control brand messages through online communities. [3] For brands to survive, they must engage with consumers within their communities with transparency, authenticity, and dialogue rather than monologue.
My Mini Club marketing plan aims to increase Facebook fans to 1,000+ and sales by 5-10% by December 31st. It targets Stephy Chen, a 19-year-old Chinese international student in Richmond who enjoys taking selfies and uses social media daily. The plan provides an in-depth persona profile of Stephy to understand her goals, interests and online behavior. It will promote My Mini Club's new photo products and ideas on Facebook to appeal to Stephy's passion for photography and fashion.
After analyzing the data from more than half a billion dollars of ad spend, I've uncovered some incredible trends in current online marketing that you NEED to be aware of if you want to be successful in paid search.
Get the inside scoop on what you need to know to dominate your industry in this live webinar.
You’ll learn why:
Quality score is more important than ever
Negative keywords are STILL a missed opportunity in optimization
Average conversion rates are not what they used to be
Facebook Traffic + Growing Your Thought LeadershipBrian Carter
This document outlines tips for growing thought leadership and using social media effectively. It discusses positioning yourself as an expert in your field by developing compelling content, gaining credibility through results and endorsements, and associating with successful people and companies. Specific tips include regularly creating new content, public speaking, advertising, writing books, gaining publicity, and leveraging social networks to establish yourself as a thought leader in your industry.
How do you adapt to the new marketing landscape? This presentation takes a look at five winning traits of a strong economic development marketing program.
Rachel Folz is the Digital Marketing Manager at Campbell County Public Library. She has over 9 years of experience in digital content roles. The document provides information on popular social media platforms like Facebook, Pinterest, Instagram and Twitter. It discusses insights available on each platform that can help analyze audience demographics and content performance. Tips are provided on creating engaging content and using tools like Buffer to schedule posts. The document aims to help libraries effectively utilize social media for marketing and outreach.
The document discusses why social media marketing is important for real estate agents. It notes that less than 2% of people who see a social media post will engage with it. However, it argues that social media is still important because it is growing, particularly among adult users who do most of the home buying. The document provides tips on how real estate agents can use social media engagement strategies like questions, quotes and neighborhood-focused content to build connections rather than just make sales pitches. It emphasizes using social media to get people involved rather than just pushing sales.
This is the story of our little publishing company that wants to make it cheaper for people to own technical books. Our flagship title is The Complete Android Guide, which is the world'
Please refer to the slide notes to see the finer points. Otherwise, this presentation might not make sense.
Rob wellman navagating social media tsunami - social5 - prsaprsanpd
The document discusses the rise of social media and how it has surpassed traditional media in reaching large audiences. It notes that while radio took 38 years to reach 50 million listeners, social platforms like Facebook were able to reach 100 million users within 9 months. The document advocates for businesses to embrace social strategies as most consumers now spend their time on social media. It promotes Social5 as a suite of services that provides a team of experts to deploy social, mobile, and email marketing strategies for businesses.
This document summarizes a presentation about trends in online marketing for events. It discusses optimizing websites for marketing events in real time, prioritizing social media platforms like Facebook, Twitter, Pinterest and YouTube, maximizing mobile marketing through apps and mobile-optimized websites, and using tools like email marketing, contests and multimedia to engage customers and drive traffic. Specific tactics recommended include using categories to organize information, making event pages interactive, tagging customers in Facebook photos, and giving publicity to those who engage on social media.
BookFuel presentation at AuthorU conference: Finding your SuperfansBill Van Orsdel Jr.
How can an author find and market their books to their "Superfans". A quick marketing guide for authors with actions they can take to identify, connect with and recruit Superfans for their author brand.
Understanding the 3 ways books are sold: positioning, author platform, and sales. Presented Sept 27 at WORD Vancouver by Monique Sherrett, Professor of Professional Practice at Simon Fraser University, Master of Publishing program.
GASC 2015 - Top 20 New Ideas for Online MarketingSaffire
The document provides 20 new ideas for online marketing. Some of the key ideas discussed are optimizing websites with photos and video to capture users' attention in the first 10 seconds, using social media platforms like Facebook, Twitter, Instagram and Pinterest strategically, creating interactive contests on social media, and ensuring websites and marketing strategies are optimized for mobile users. The document emphasizes testing different online marketing tactics and being responsive to feedback online.
Cassie Roberts presented on real-time online marketing strategies for rodeos and events. She discussed optimizing websites for mobile use and ease of purchasing tickets. Email marketing best practices like scheduling emails and segmenting lists were covered. The importance of social media platforms like Facebook, Twitter, Pinterest, and YouTube for engaging customers was emphasized. Strategies included posting behind-the-scenes photos on Facebook and live tweeting events. The presentation aimed to help events prioritize online tools to better market and fundraise in real-time.
Cassie Roberts presented on real-time online marketing strategies for rodeos and events. She discussed optimizing websites for mobile use and ease of purchasing tickets. Email marketing best practices like scheduling emails and segmenting lists were covered. The importance of social media presences on Facebook, Twitter, Pinterest and YouTube was explained. Attendees were encouraged to find the highest returning marketing channels and survey customers to improve online engagement.
E-commerce and social media will be important for furniture retailers' future internet marketing. As consumers search and browse online, they make a series of decisions along their journey. Retailers must strategically influence these decisions by optimizing search engine results, social media profiles, websites and more to ultimately convert visitors into customers. Tracking analytics provides insights to improve marketing efforts over time. With social media like Facebook becoming more widely used than traditional search engines, claiming business profiles and customizing pages is important for brands.
Greater Spokane - Navigating the World of Facebook and TwitterNectar Wine and Beer
Navigate the world of Facebook and Twitter. Learn how to get noticed in a news feed, grow your following and engage through the two popular social networks!
The document provides updates on various topics including recommended blogs, social media tools and strategies, viral videos, and new technologies. It mentions niche blogs, searching clients on social networks, using keywords to find funny videos, checking if press releases are blacklisted, engagement through gaming, an Ikea cat video advertisement, measuring website sizes, Cisco's social media strategy, a Google censorship map, and tips for using Facebook Places.
Going Social: Fernie Chamber of Commerce Feb 24Aerin Guy
Going Social: a workshop designed to explore the possibilities of the web and social media for small business. Delivered to a lovely audience at the Fernie Chamber of Commerce on February 24, 2011.
Top 20 New Ideas for Online Marketing - LAFF 2015Saffire
The document provides 20 ideas for online marketing, including making the homepage enticing in 10 seconds, including photos and video, incorporating interactive elements like polls and contests, promoting through social media platforms like Facebook, Twitter, Instagram and Pinterest, using mobile optimization, and responding to all comments to stay engaged with customers. It emphasizes testing different strategies, being active year-round in posting content, and focusing on quality over quantity in social media engagement.
Similar to From Data Zero to Hero: Small Steps to Big Things (20)
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Yes, It's Your Fault Book Launch WebinarDemandbase
From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.
Tired of the perpetual tug-of-war between your sales and marketing teams? Come hear Demandbase Chief Marketing Officer, Kelly Hopping and Chief Sales Officer, John Eitel discuss key insights from their new book, “Yes, It’s Your Fault! From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.”
They’ll share their no-nonsense approach to bridging the sales and marketing divide to drive true collaboration — once and for all.
In this webinar, you’ll discover:
The underlying dynamics fueling sales and marketing misalignment
How to implement practical solutions without disrupting day-to-day operations
How to cultivate a culture of collaboration and unity for long-term success
How to align on metrics that matter
Why it’s essential to break down technology and data silos
How ABM can be a powerful unifier
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
5. What does the data say?
56% of Canadians become aware of a book
online
•“How did you become aware of this book?”
• online browsing 8%
• retailer (emails/recos) 6%
• author (blog, website) 6%
• book reviews 4%
• social media 4%
• read teaser chapters 3%
• bestseller list 2%
• publishers (email/www) 2%
• online ads 2%
• online other 2%
5www.booknetcanada.ca/storage/BNC_Coast_to_Coast.p
20. 20
The Performance Poverty Line — Monthly
Sessions
Channel Less Active Site More Active Site
Organic
Search
3500 10500
Direct 1650 4000
Social 1300 2400
Referral 900 2000
Email 500 600
Paid 400 2000
(Other) 600 1000
9,000 monthly
sessions
(300 daily sessions)
22,500 monthly
sessions
(750 daily sessions)
21. Twitter Performance
General Trade publishers range from 100s to 1000s of followers.
100s = FrontenacHouse, LorimerBooks, FierceInkPress
1000s = ReadThistledown, CoteauBooks,
2000s = BreakwaterBooks, Invisibooks, TightRopeBooks
3000s = VehiculePress, fhbooks, KidsCanPress
4000s = Dundurnpress, BrickBooks, BookThug
5000s = AnnickPress, CormorantBooks, goose_lane
7000s = ecwpress, arsenalpulp, HouseofAnansi
10-15,000s = coachhousebooks, raincoastbooks, 49thshelf
20,000s = media like npbooks, globebooks
30,000+ = the multinationals, cbcbooks
21
22. Facebook Performance
• Most Canadian publishers gain <100 followers per month
• Annick Press and House of Anansi regularly gain >100 followers per month
• They post about 20x a month. Avg 3 Post Likes per post. Every post has at
least 1 like.
• Comments and Shares are important factors in Facebook News Feed
visibility.
• Go back to Step 1. Your Website.
26. Positioning
Four distinct voices weave together
the tale of a dysfunctional Montreal
family obsessed with climbing the
Kabbalah’s Tree of Life. This
literary debut by Jewish Daily
Forward editor Sigal Samuel is
reminiscent of Nicole Krauss’ The
History of Love.
32. Focus
• Sales Handle. 1st
40 words is the copy is punchy.
• Early champions
• Goodreads giveaways, lists, customer reviews
• Amazon pre-orders and customer reviews
• Content production
• Capitalize on opportunities
Thank you for the invitation, nice to see familiar faces in person rather than online.
Agenda says we are going to look at The Ideal Way to Optimize for Discovery. This is true.
But when I was preparing for talk and looking at publisher sites and campaigns, it struck me that the traffic and engagement numbers for most Canadian publishers are low. So there are some basics you need to nail down at a press level, before you can reap the rewards of marketing individual title.
And I want to start by applauding you.
Most of you in this room have been in the business for a long time. This means that many of the decisions you make regarding what to publish and how to market it are governed largely by instinct gained through years of personal experience.
There is great value in that.
I say to my SFU students: Good judgement comes from experience. Experience comes from poor judgement.
Which is a way for them to feel better about their mistakes.
But when it comes to seasoned veterans it’s not that you’re making mistakes, it’s that we are in a weird in-between phase because we don’t have a lot of experience with these tools. And the reason for that is they haven’t been around that long.
Google launched in 1998.
Facebook in 2004
YouTube 2005
Twitter 2006
Goodreads 2007
iPhone in Canada 2008
iPad and instagram in 2010
The expectation from the reading public is that publishers become experts in these tools overnight. But the adoption of these tools by consumers and their use in a business context is where between 5 and 20 years old.
There’s a lot of pressure for publishers to do everything and be everywhere. With limited resources, you are spread too thin, which makes it difficult to have an impact in any one channel.
The articles and webinars and experts are geared to different industries, or much larger entitles.
And it is difficult to have a meaningful conversation about what marketing is working or not working for publishers because there’s no set plan that publishers are following. Benchmark data is difficult to come by and the products you’re selling attract people for different reasons in different sales channels in different seasons … it’s not like WestJet and AirCanada selling trips to Mexico. You have too many variables.
So what is driving us to adopt these tools, especially social media, is gut instinct, but it’s supported by data from our friends at BookNet Canada is that 56% of Canadians become aware of a book online (online ad, email, reviews, personalized results in apps or Amazon/Indigo)
Global survey data from Nielsen says that 60% of consumers say they browse products online before ultimately purchasing in store.
And in both cases, the remainder is primarily (48%) driven by in-person activities (recommendations, gift, book club, etc))
===
PATH TO PURCHASE: Points before purchase are Multi-touch, non-linear, omni channel
But really it’s Online important, stores are important (browsing)
Awareness factors (self reporting)
How did you become aware of this book?
online browsing 8%
retailer (emails/recos) 6%
author (blog, website) 6%
book reviews 4%
smm 4%
read teaser chapters 3%
bestseller list 2%
publierhs (email/www) 2%
online ads 2%
online other 2%
I want to talk about how to optimize for discovery: ways that you improve marketing at a press level, in order to be successful at a campaign or title level.
I’ll share benchmark data so that you can judge for yourself how you’re doing and where you are on the ladder.
The questions I want to answer along the way are things like what can you do on a limited budget? How do you make your titles stand out?
When we optimize for discoverability, we acquire attention through various channels.
Our preference is to own vs. rent; earn vs. buy.
A combination of Own + Rent is the best option for digital success because it puts the most factors in your control. And it’s time vs. a hard cost.
The owned channel is your website and your email lists.
And rented is social media. It’s rented space b/c you contribute content and engage with your audience here but you don’t own anything.
It’s like someone you are friendly with at the coffee shop b/c you run into each other there. You know their name and a bit about them but if the coffee shop closes you have no way to stay in touch.
Now like any ecosystem, there’s an energy flow through the system and for publishers it looks like this
You need some primary activity that creates breath and momentum for the press in order to convert that into fuel for your title-level marketing.
Left-hand side. Is all about press-level marketing. The first step is the website. You need a foundation, a home-base.
A website. This implies that you also have done some seo (search engine optimization). The site is coded in a way that search engines can crawl and index the site. You are using proper title tags for headings and subheadings, the pages load quickly, And if people search for your press name or key members of the team. That’s the base level.
2. Next step up is to ensure your site is mobile friendly. Adoption of smartphones and tablets for reading requires a website that is optimized for small-screen experiences.
3. Mobile is important when we add our next tier, which is email. Anywhere from 25-50% of your newsletter subscribers are opening the email on a mobile device, that means when they see something interesting, they are clicking through to your website. If it’s slow, if they have to pinch-zoom, if they can’t complete a form or get stimied by a pop-up, then they think negatively about that experience and avoid it in the future.
And you don’t want that. An email audience is your most prized audience. They have said “Yes, please send me your stuff.” When they come to your site via email, they spend more time than an average visitor and are more likely to buy.
Email is an incredibly important component of that OWNED channel. You own the customer relationship, you have an email, not just a username on twitter or facebook.
Plus the erosion of stores and review pages means publishers need to develop a network of email subscribers. A large enough list that you can segment into readers, media, librarians and booksellers, educators, online buyers.
Press Level Improvements: I like the functionality of BookThug.ca
Modern design, easy to navigate, mobile optimized, ecommerce.
It looks like a shopify template. This is a great option if you’re starting fresh, because you can quickly build a site that is ecommerce enabled. Even if the sales are small, you are gaining experience in a channel that is not going to go away.
Mobile is the priority and if it comes with ecommerce great.
For Publishers with a wordpress site, you have the easy option of choosing a responsive template, means it responds to the screen size and adjusts.
And if you have a custom solution, then you need to budget the time to upgrade.
===
(SimilarWeb.com suggests 6K visits in Dec, 4-6K monthly Jul-Dec 2014
1:32 on site, 1.91 pageviews, 64.71% bounce
Search 61.5%, referrasl 18.53%, social 6.95%, mail 0, display 0, direct 13.01%
If we scroll down…we have the email newsletter and social media icons.
It is important that these appear on every page. Ppl enter your site through all pages, not just the homepage.
When it comes to evaluating your own site, remember the ABCs of analytics. Acquisition, Behaviour and Conversion.
Once you Acquire ppl to your site, what Behaviours do you need them to have (stick around, read content and engage in some way—subscribe, download, join, following ? Conversion or Buying represents 1-3% of your audience so focus on what do you want the majority of your traffic to do? What Behaviours?
Subscribe.
Second best, follow you on social.
All the articles on effective email marketing apply across industries. All the legit email marketing tools like MailChimp, CampaignMonitor, Emma have blogs with great tips AND they have starter email templates that are responsive..
If you do nothing else, improve here.
Spruce up your site to build up your subscriber lists
At minimum update the email template to be responsive
Budget and establish a plan for a responsive website
In terms of performance: Know your open rate and click through rate from email. Ensure analytics is tracking your campaigns.
Use www Audience segment reports to see how your email traffic performs in comparison to social media or referral.
Once you have the OWNED channels (website, mobile, email) in hand, then do ads for the brand.
4. Maybe that’s a small ad buy on the publisher name, press name to ensure discoverability in Search results if you’re having trouble competing. Or it’s display ads for the brand. You want to increase your brand presence with Facebook ads and YouTube ads, which is what Anansi did over the holidays with this YouTube ad that was supported with Facebook content. So you have a full campaign to raise awareness of the press, to position it in the minds of holiday purchasers. Anansi publishers very good gifts. Great tagline.
University of Regina Press got amazing attention for their press re-brand, and you should talk to Bruce about their reality tv show if you don’t know about it already.
The goal of those first 4 steps is to create awareness and interest. Do ppl see your content, think about the press, and are interested enough to stay in touch? It’s Relationship building.
This is the funnel
Attention = Acquisiton
Interest and Desire = Behaviours like download, subscribe
Action = Conversions, buy
In analytics you should look at the Acquisition of Traffic to your website (sources of traffic: who is sending you what volume of visitors and are those visitors any good).
With email analytics,l look at the number of subscribers, open rates, and click through rates.
And with ads, focus on the number of Impressions, the click through rate and cost of acquisition
It translates to this report in Analytics where you can look at the channels or sources of traffic to your website, you can better evaluate what marketing activities are working or not.
Here’s one of my custom reports. If you follow the link it will add it to your Analytics account.
I’ll make sure the slides and links are shared
http://bit.ly/customreport-acquisitionanalysis
https://www.google.com/analytics/web/template?uid=XjxrU4f3RsyVimDihKiRBQ
5. The top step in press-level marketing is beefing up the website. So you have a super website experience (this means a clean, modern design with a good search and great, shareable content like downloadable resources for teachers, librarians, author kits with great images for media reviewers and booksellers. You have a blog/news feed with author Q&As, review-style articles, video or images—all stuff that people like to share on social media, in particular Facebook, Twitter, YouTube. And your site is coded in a way that pulls in the title, cover image and perfect bit of text when someone shares a URL from your site.
From a data perspective, you want to focus on the engagement rate (Likes, comments, shares divided by impressions or reach).
Now you make the jump to title-level marketing when you have an established audience that is large enough and engaged enough to help spread and create hype about a title.
You don’t get that with without these other steps in place.
I’ll share with you in a minute some benchmark data for how well (or not) publishers are performing on Twitter and Facebook
I just want to skip down the remaining steps.
Ecommerce. It’s good to have, but doesn’t really kick into gear unless you are effectively using email, ads and social to drive sales on your own site.
Next down is Category or Title advertising (as opposed to Brand or Campaign level) advertising
In Aug 2013 Scaredy Squirrel at the Beach was an iTunes book of the week.
This is when title-specific marketing works. You have a special promotion, an award nomination, a contest.
You want People to know about the promotion and then take some action. In this case download the free book. Have People to tell their friends about it (which is the screenshot here). And then Love Scaredy enough to buy other titles in the series.
Most important, you need an existing fan base. There were 9500 Facebook followers on the official Scaredy Squirrel Page. This means you can do Facebook ads targetting the existing fans, but also that you have enough demographic and behavioural data in Facebook that you can target an audience with similar characteristics who aren’t already fans of the page.
Likewise you can run search ads on specific keywords like Scardey Squirrel or on general category phrases like ebooks for kids, best picture books on ipad
If you’re super up to speed then you can also run remarketing campaigns. These are ad campaigns where you reach out to visitors who already have visited your website. They came, looked at Scaredy Squirrel book pages, maybe even added an ebook to their cart but didn’t purchase. So as they engage with related content on other sites (maybe they are viewing a Scaredy Squirrel video on YouTube, you show them the ad about the free book of the week on iTunes.
What’s left?
9. multi-channel integrations/brand extensions (the eg. like 3-day novel, partnerships etc. BitLit) Again, the benefits of this type of marketing are seem when the previous steps are in place.
10. And when all of this is second nature, then the real innovation begins and you get into loyalty marketing (coddle and delight readers); people return to your site to buy again, it’s not just a one-off fluke. And you have enough traffic to run experiments, do A/B testing, or to offer discounts
Most publishers are doing bits of all these things, and it’s ok to put the cart before the donkey but if you want to win the race, this is the progression.
So I want to share with you some benchmark data applicable to small presses and talk about what you can do with a budget of $500-1000 per title.
So let’s talk about Twitter & FB the Performance.
Why are businesses on social media? Because everyone else is. Yes, but why are they?
The ABCs Acquisition, Behaviour and Conversion.
Acquisition: acquire eyeballs – reach, Impressions (visibility, do they see our stuff)
Behaviour is about Applause & Amplification (like/favourite, share/RT)
Conversion: what are we hoping to get? More love, followers, more visitors to our website, more email subs, more sales
We want to use social media to drive people to our site so they do stuff that matters like sign up to the newsletter or buy.
Here’s a look at the benchmark data for a less active site (100-500 daily sessions) vs. a more active site (500-1000 daily sessions). Daily Sessions is visits to your website in one day. This is what the monthly figures look like.
A large magazine style site like 49thShelf is the high range 500-1000 daily sessions. And most publishers are in the 100-500 daily session, with many smaller publishers below that.
Look at your own data and compare the traffic that comes from Social, Referral, Email and Paid because those numbers are affected by your marketing activities.
Are you get 1000 sessions a month from social media, if not why? Do you have low follower numbers? Low click throughs on your tweets or facebook posts? Are you even posting links to your site? You can’t win the lottery if you haven’t bought a ticket.
So Google Analytics, along with Twitter Analytics (analytics.twitter.com) and Facebook Insights can tell you a lot if you have a statistically significant data set. In other words, you need to focus on building up your audience in order to then focus on getting them to do stuff.
So what does the audience size look like on twitter? Here are groupings of publishers by number of followers
Kids & YA pubs typically 2-4K twitter followers
Trade is a mixed bag.
What’s really important is to look at your month over month follower growth.
Most pubs gain less than 200 followers per month.
Of the sample of publishers shown here:
50% get less than 100 followers per month
50% between 100-200 per month.
Anansi, Coach House, Raincoast are the ones to watch. Once you hit a certain level, see exponential growth
Size matters.
Likewise on Facebook. Of the 50 publishing-related FB pages I track, 95% gain fewer than 100 followers per month.
Annick and Anansi are really the ones to watch. The kids publishers do well on Facebook, better than adult fiction or non-fiction.
The value of Facebook is the audience research and insights into who those people are and the types of interests they have.
The benefits of Facebook are seen when you have a steady intake of 50+ new followers per month.
So how do you improve Facebook?
Go back to your website:
Do you have Social media follow buttons consistently on every page
On news items, book pages and blog posts, do you encourage people to Share that content, not just Like it.
What does your content look like when the URL is shared on Facebook?
Do you cross promo b/w social channels? Newsletter mentions social. You can subscribe to the newsletter via Facebook.
Instead of treating each tool like a silo, think of it like an ecosystem. One thing fuels another.
Now what if you have budget to promote a title? Let’s start with something small like $500-1000.
I’ve picked one of Freehand’s Spring titles: The Mystics of Mile End
Lev and Samara Meyer have a typical childhood, other than that their father is distracted and their mother is dead. The live in Montreal’s Mile End, a mashup of hipsters and Hasidic Jews … and there’s crazy Mr Katz who’re recreating the Tree of Knowledge out of leaves, toilet paper rolls and dental floss.
Ok so what are we going to do here
If you attended my LPG webinar in December then some of this is familiar. (link to slides)
There are 3 main things you can control that have an affect across all channels.
Positioning
Platform
Sales
1st is how book is positioned in the market (what it’s about, who it’s for, why ppl should care). What is important in online marketing is the 1st 200 characters of your book description (about 40 words).
This is the amount that appears when the book pages appears in search results, when the URL is shared on social media, when people look up the title in Goodreads or Amazon or BookNet.
Think about this copy.
What is it? Literary or commercial. Commercial tends to be plot driven so emphasize the story. Literary: emphasize the characters, often the writing or the author herself, give me a comp
Who is it for? Male, female, young, old, what type of books do they like? Female, 44, urban, book lover.
So what, why should ppl care about this book? What makes it stand out from the other quarter million new books published this year?
The beauty of the thing is that it’s not hopeless. You have the answer, and that’s the sales handle. The 1-liner you tell your reps and media when you’re pitching the book. My request is that you stop writing copy for the committed, ideological reader who loves books and instead writing punchy, sales-driven copy for the bigger, wider base of people who can be romanced into reading this book when they have many, many entertainment options.
Here’s how I’d rewrite the first paragraph. In order to better position the title—to at a glance tell ppl what it is, who it’s for and why they should care.
What is it: literary fiction, debut novel
Who is it for: ppl who liked History of Love (it was a finalist for the Orange Prize for Fiction, great ratings on Goodreads and Amazon); ppl who like Jewish fiction or Jewish characters, Montreal, quirky first novels, family histories, curses, triumphs, beating the odds. This is the Jewish, Gabriel Garcia Marquez. We have mysticism, religion and secularity squaring off, which we can get to in the second paragraph.
Why should ppl care? respected writer, with a community, and she’s funny The Forward is like a Jewish Buzzfeed, there’s a good comp, it’s a first-time author but it’s worth taking a chance because the promise is that the writing is good.
2nd is Author Platform. Who is the author and how connected are they to end-readers, media and other influencers.
In the case of Fiction—readers want to know what else have they written or what other authors are similar
In the case of Nonfiction: what credentials do they have, and is this a new take on an old subject, is it controversial, something brand new: where does this author fit
Specifically this plays out in what you write as an author bio.
With The Mystics of Mile End, Freehand has a writer and editor for The Forward. Great Buzzfeed style articles and has contributed to other publications before, which means there’s an oppty to do more, and have her by-line mentioned the novel. She’s appears
The Daily Beast, Buzzfeed, The Rumpus, The Forward, The Walrus, New York Magazine.
I would hit them all up again for a contributed article and/or a review.
And find out if she has friends or contacts in the biz so you can personalize the pitch?
She’s written and produced 6 plays in Montreal, Vancouver and New York. Do some sponsorship or advertising at Jewish festivals.
She has an MFA in Creative Writing from UBC, get them involved with a profile piece, get her former profs and mentors blogging, sharing, talking about her on twitter and facebook.
This woman obviously has spunk. Is she a festival author? Can she tell a good tale in person? If yes, pitch her. There’s no guarantee so are you going to tour her? Does the author have friends, community, network? PPL need a reason to come out.
Craft a good media kit with an Author Q&A. She has fantastic material on her blog. Behind the scenes writing, a good Q&A. As the publisher, you have to be a content producer. Don’t just send out a review copy with a press release tucked inside the cover.
Sticky note sections of the book that are worth nothing. Have print quality resources available online: A few photos of the author, the book, take the type of photo you’d want in a Vanity Fair profile piece or in The Star. Draft an article or provide 3 headlines and opening paragraphs on different angles for the book.
Romance the Media: “Writer Writes Book” is not a headline. Exclusivity (anything special), Controversy, Anniversary, Secrecy, Snobbery (will the media feel smarter if they are talking about it). Tell them why this book matters now. Make the job easier, what’s the story. Grease wheel.
#3 is sales
There’s the sales track, which you’re familiar with. Debut author means no sales history so the comps are incredibly important. They frame the buyers’ expectation and that is backed up with preorders and then customer reviews and ratings.
I’d ban together with the interntaionl publishers and do a goodreads promotion, targetting readers who like History of Love, The Bee Season. I’d research the comp titles on Amazon and see what else was bought with those titles. So Rosie Project, The Goldfinch.
I’d do a giveaway on Goodreads and track things like number of requests, number of adds to the “to read shelf”, additions of the title to the various lists, number of reviews.
All of this is about creating social proof signals that indicate if a title is worth buying or not.
And I’d look for opportunities.
Create some Buzzfeed style book lists, for Buzzfeed but also for Goodreads, 49thShelf, other bloggers.
There are bookstores, media, librarians all trying to generate engagement on social media. Look for opportunities to join the conversation. Here’s McNally asking where people take the books they buy from McNally
Take a photo of this book in a fun location and tag it with #MRBbooks
Do your own spin, partner up and offer a gift card or do something similar but get your authors to participate.
Mar 2014 Literary balderdash game played online with 5 publishers and their authors.
Game was played in 5 rounds with up to 50 people participating per round. It was fun, it generated a lot of twitter chatter and exposure to these presses and authors, and it really moved the needle in terms of follower numbers for presses like ECWhttp://houseofanansipress.wordpress.com/2014/02/26/join-us-on-twitter-friday-at-4pm-for-publidash/. And here is how the game originated: http://storify.com/HouseofAnansi/the-genesis-of-publidash
So for Brick Books’ 40th anniversary and poetry campaign, you want to create some short, intense spikes of conversation and use that to create momentum throughout the duration of the campaign.
My recommendations are to Follow the path
Get the basics in order: website, mobile, email
Focus on press-level marketing
Build up the social media audience in the core tools: twitter, facebook and youtube.
And when you have an established audience of size, then make the leap to title-specific marketing.
This is the “rising tide lifts all boats” method of marketing
As you work on the audience buiilding component:
Write copy that romances not just the diehard reader but the general entertainment seeker. Nail the sales handle.
And if you believe you have something special and make it into that. Talk to Bruce about the book Clearing the Plains.
Early reading copies to create an archipeligo of influential people outside of your publishing house who will say that this is a must read. Cynara at Arsenal says 100 ARCS 4-5months before pub.
Use Goodreads to promote fiction: track the title in advance, who’s looking at it, who’s seen a galley, GR claims to have 800K Canadian users. Find the lists and add your title, create new lists, get them picked up by bloggers. Try the giveaways, especially if you are the US publisher or can coordinate with them
If it’s Amazon, focus on pre-orders, get as many as possible, then on customer reviews, at least 10 reviews.
Produce content to romance the media, generate the contributed articles: Give your author good marketing collateral: create their Facebook and Twitter cover image, give them some cover images in various sizes, the square thumbnail, the landscape image for sharing on FB and Twitter, a good size cover image
Follow and Share what the booksellers and libraries are doing; follow the media. Look for conversations you can insert yourself into
I’m going to stop there and see if there …
And I’ll remind you that I write the Underwire Newsletter: Full Support for Non-Techies, which is full of marketing tips, google analytics help and resources for publishers.
And of course I’m on the socmeds
Boxcarmarketing for Business
Somisguided if you want to send me review copies