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Most likely all of you know what inbound marketing is - it's the method of bringing traffic to your site by offering content. Today's guest post is by marketing expert Penny Sansevieri and she explains just how you can find out what your reader wants.
Inbound Marketing Rocks! Now What? By Penny SansevieriCrafting a Message Your Audience Will Care AboutSo at this point, you probably all know that Internet/inbound marketing is not only the wave of the future, but the best way to sell yourself, your book, your product, or your service. So maybe you're on Twitter, Facebook, you might even have a blog that you keep updated but if it feels like nothing seems to be meshing.
Before you plug in another tweet, take a moment to step back and really focus on who you're tweeting to. The point really of a good inbound marketing campaign is to bring consumers "in" and you can't do that if they don't care about what you're saying.
How can you determine what your reader wants? Well, ask them. If you do a lot of speaking events, or any at all, you probably get questions. I find that audience questions can really help to seed ideas, meaning that the Q&A portion of any author event is often a great resource to gather the needs of your market.
There are other ways that you can figure out what your reader wants, the first is to stay current. You can do this by subscribing to blogs, following industry leaders on Twitter or getting Google Alerts (which you should do anyway). Getting Google Alerts for your keywords is a great way to see who's writing what about your market.
Let's say that you have identified a message, maybe two, that is crucial to your market. How do you know if you've hit on your right marketing model? Well, the numbers never lie. By "numbers" I mean site hits, increased Twitter followers, etc. Here are a few ways to measure results:
1) Measure effectively: in order to know if stuff is working you'll need to measure effectively. Here are a few ways to do that: Retweets on Twitter: the best sign of success on Twitter is the amount of retweets. Are you getting them and if so, how often? If your tweets are good and your followers are active, you should see a few a week at least (depending on the amount of followers you have).
2) Site hits: are the hits to your site increasing? Are you watching your analytics to be sure? If you're not, you should be. Watch your site stats closely and monitor the increase in traffic and where it's coming from.
3) Inbound links: how many new ones are you getting? Did you do a vanity search before you started this campaign? If not, do that now. Make sure you know how many new incoming links you're getting as a result of your efforts.
4) Sign-ups to your mailing list: are they increasing? If you're doing the right stuff in your social media they should be increasing weekly.
Finally, before you launch headfirst into any marketing campaign, be sure and set some clear goals. For example, you might ask yourself, what are your goals are for Twitter? If it's just about gathering followers then you are missing a big piece of this social networking tool. For many marketing people it's all about the number but numbers don't make as much sense unless they are driving interest to you and your book. If the numbers keep growing along with traffic to your website then you're on the right track. But if you're just growing numbers for the sake of being able t
Today is the 3rd, and final part of the article from The Book Marketing Experts Newsletter. I hope you've been following along and getting all the great information this article provides. Penny Sansevieri knows her business and it's definitely worthwhile to listen to her advice. So, without further ado, here it is.
Why (Some) Authors Fail - Part 3Not Understanding How New York Publishing WorksWe may not like how the corporate publishing model works, we may find fault with it, but to understand it is to understand how the industry works. For example, knowing the publishing seasons and why Fall is the biggest time for New York publishers to launch a book and perhaps the worst time for you to send your book to market if you've self-published.
Also, know that corporate publishers don't publish to niches, or rarely do, so if you're publishing to a niche, you may have a real leg up.
As for bookstores, the big six in New York pretty much own most of the shelf space in your local Barnes & Noble, so if you're vying to get in there, you are going to have to do more than show up with a book in hand and a winning smile. You're going to have to promote yourself to that local market and gain enough interest for your book that people start asking for it in bookstores.
Understanding the corporate publishing model means knowing and researching your industry and again, not just the industry you are writing for, but the market of publishing in general. Knowing what's selling, what's not - who's buying, who's closing their doors. Knowledge is power. Arm yourself with it and you'll have a much more successful campaign.
Playing the Blame GameIf something goes wrong, own it. Unless it's really not your fault, unless you were taken for a ride somehow, swindled or whatever. Own it. Take responsibility. Here's an example. Recently an author came up to me after a class I taught and said she'd pitched 200 bloggers and only 5 of them wanted her book. What was wrong with them? Well, maybe it wasn't the bloggers at all. Bloggers are busy, busier than they've ever been so your pitch has to be strong and your book exactly right for the blogger you are pitching. If you're not getting a lot of pick up on your pitch you might need a new pitch and/or you might need a new set of bloggers. Don't assume it's someone else's fault. Investigate what happened and take a critical look at the results. If you don't feel you can be objective, hire someone to sift through the data. Assuming success eluded you because of someone else's lack of interest or follow through might be undermining your campaign and you could be missing out on important data that could really help turn your campaign around.
Believing in the UnbelievableThere are no guarantees. No one can promise book sales, fame, or Oprah. Period. End of story. If someone is promising you these things, run, or if the offer seems too good to be true it likely is. If all else fails ask someone you trust. I get folks asking me all the time about campaigns, programs, and marketing opportunities. Feel free to do the same. Whether you are working with us or not, now or in the future, I will always give you a fair and honest answer. If you'd rather go to someone else, great - but find someone whose opinion you trust and ask before signing on the dotted line.
Success is not about hard work alone, it's also about making smart, savvy choices and not being blinded by your own ambition, creativity, or ego such that it undermines your work. To be successful you need to be relentless, believe in your work and your mission but you also need to be objective, realistic, and humble. That is a successful mix for any author and in the end, isn't it really about getting the book out there? Focus on what matters. Good luck!
Helpful Resources:
It's guest article Wednesday, and I have a very long article from an April issue of The Book Marketing Expert Newsletter. Because of its length, I'm going to span it over three posts. And, today is Part 1.
Why (Some) Authors Fail - Part 1
By Penny SansevieriSorry for the buzz kill title of this article, but instead of spreading pixie dust as many marketing articles do, I thought I'd take a hard look at the realities of self-defeating behavior and some of the things authors might buy into that will sabotage their careers. Over the years I've written a lot of articles on how to be successful, but to be successful you must first learn how to fail up, meaning that you learn from what you did wrong, take full responsibility for it and move on. Lessons in publishing are often costly, both in time and dollars. I don't presume to tell you that you should avoid making any mistakes, but many of them are avoidable. Here are a few for you to consider.
Not Learning Enough About the IndustryThe first piece of this is simple: get to know the market you are in. This is a bit of a dual message because I'm not just speaking of the market you are promoting to: your area of expertise, but also to the publishing industry at large. Who else is publishing in this area? What are they publishing? Is your area of writing hot or a fading trend? These are all good things to know before you jump headlong into your area. Getting to know your market can help you not only avoid expensive errors but also possibly incorporate trends into your book that could help to leverage its success. How to learn about the industry? Read up on it at sites like Publishersmarketplace.com, subscribe to the free or paid newsletter the site offers. This will give you a good sense of what's selling, who's buying, what's being published. Publishers Weekly is another good resource. If you can't afford a subscription try their online site at Publishersweekly.com, or check out your local library to see if they carry any copies. This is a great industry resource.
Not Accepting FeedbackA couple of weeks ago an author who has sat in on a number of my classes, both online and off, asked me numerous times how she could get onto Huffington Post as a blogger. I told her I would try to pursue a HuffPo blogger for her to get feedback on her work. I did this as a favor because, well, she was relentless in her pursuit of this and I had to admire that. So, I finally got a blogger to review her work and the critique came back not so good. In fact it was terrible. I sat on it for a day, wondering if I should share it with her. I finally decided that if she was so relentless about her career, she would be equally relentless about crafting a perfect message, right? Not so much, actually. When I forwarded her the feedback she shot me off an email saying that many other people loved it and that astrologically this was a terrible time to accept feedback so she would dismiss it. Some moon phase or something. I honestly can't recall. No, I'm not making this up. OK, listen, full confession time here. I have a friend who calls me whenever Mercury is retrograde, "don't buy anything electronic" she says, and I listen. Well, sometimes. Anyway, point being that I get that we're all driven by a different drummer, but if someone takes the time to critique your work why would you not try to learn from that? Look, I know not everyone is going to be spot-on with their feedback, but take from it what you can and move on - better yourself, better your writing.
Feedback is a crucial part to any writer's career. If someone who is more knowledgeable than you about the industry you are in is willing t
Hi Karen, thanks for sharing part three. I went and checked out the link for the free ezine and I signed up.
Have a great week!
Hey, Susanne,
That was a good move; she has great information. I'm so glad these posts were helpful.
And, you too!