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Viewing: Blog Posts Tagged with: target market, Most Recent at Top [Help]
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1. Ten Ways to Know if Your (Internet) Marketing is Paying Off

Ten Ways to Know if Your (Internet) Marketing is Paying Off

Reprinted from Author Marketing Experts Newsletter

So you're out there marketing. You're doing all the right things (or so you think). You're following the book marketing advice of some leaders in the industry. You've got a checklist and you're methodically checking off your goals. But how do you know you're doing everything right? The fact is, most of us don't. Yet we forge ahead, keeping pace with our marketing plan, without ever knowing if it's paying off. We don't see it in sales.
Does that mean it's not working? Not at all. You could be seeing the effects in other places but just aren't keeping track of it.

I find that especially in social media you need to keep a close eye on what's working and what's not. If you've spent *any* kind of time online you know that you can be in front of your computer for what seems like 20 minutes and yet three hours have gone by. If the three hours of marketing is paying off, then it's fine to spend the time. But you need to know the difference. Here are a few things you can review to measure the effectiveness (or ineffectiveness) of your marketing.

1. Jumping in without a plan: Set clear, measureable goals because most marketing is invisible. Let's face it, you send an email and wonder half the time if the intended recipient got it or if it ended up in a spam filter, never to be seen again. That's the power behind goals. You need them and you need to run your campaign by them. So what are your goals? And no, you may not say sell books. Yes, that factors in - but there are a million small steps along the way before you even get to sales. Consider these goals and see if any of them fit your book, topic, and future:

a. Establish yourself as an expert or get known in your particular field. Hey, maybe you just want to be known as the go-to person for everything related to paranormal romance. That's great and it's a realistic, attainable goal.

b. Increase the visibility of your brand. OK, sort of the same as the bullet before this one but more geared to the non-fiction author.

c. Increase traffic and incoming links to your website. This is a great goal. Whether you are fiction or non-fiction, it's a great focus.

d. Do what makes sense for your book: If your followers aren't on Twitter then why have you spent the last month or so promoting yourself on there? Mind you, Twitter works for most of the books we manage, but there are a few that don't make sense. Twitter skews older than most people think so don't be surprised if your YA reader isn't on there. Before you launch head first into a campaign, make sure it fits your demographic.

2. Neglecting other marketing: I know it's easy to get all a-twitter about Twitter, but what else are you doing to promote yourself and your book? If you're good at events and speaking, are you still focused on that? Don't get too myopic on doing just one thing for your marketing. The truth is, you need to do a lot of different things, balanced out over a week or a month for your marketing to really make sense.

3. Set goals - be clear on what you hope to achieve in social media: What are your goals 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 to say that you have 10,000 followers then it makes no sense. That's like buying a fancy car you can't really afford. Eventually the debt of it will drag you down. It's the same with Twitter and Facebook and any other social media site. It's not about the numbers. It's about the activity.

4. Be clear on who you are trying to reach: Many of you say you're trying to reach readers, but is that really true? We all want to sell books, but who are you really going after? In all likelihood you will have a variety of different targets you are going after. Consider these: booksellers, speaking opportunities, interviews, bulk sale targets, reviewers, and readers to name a few.

5. Measure effectively: In order to know if stuff is working you'll need to measure effectively. As I pointed out earlier on in this article you may not want to do that by fans or followers - instead consider these ideas as ways to measure your success:

a. 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). If you're curious about the amount of Tweets that get RT'd - check out retweetrank.com. Twitter Analyzer (twitteranalyzer.com) is another great tool for determining how far tweets have traveled.

b. 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.

c. 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.

d. 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.

6. Increasing the contacts in your industry: Remember that social media marketing is just like going to a networking meeting. You want to expand your reach and get to know others in your industry. If you're not increasing your reach and contact base, then you need to be. This is another great way to gauge how effective your marketing is.

We always want to make progress in our marketing but we're not always sure how to do it or if what we're doing is making a difference. Follow these steps and see if it doesn't help your marketing momentum. If it's paying off, you'll know sooner rather than later and you can keep doing the good stuff, and punt the bad.

Bonus: additional tools for tracking marketing

Bit.ly: This site serves as both a URL shortener and also as a measurement tool. Bit.ly can help get you real-time results on clicks to links you are posting to Facebook and Twitter.

Google Analytics: If you don't have any back end web analytics (and even if you do), Google gives you a lot of valuable data.

Trackur: This is a great monitoring site to see what's being featured on you online and off. It's not free like Google Alerts, but much more comprehensive. Their basic package is $18 a month.

Reprinted from "The Book Marketing Expert newsletter," a free ezine offering book promotion and publicity tips and techniques. http://www.amarketingexpert.com

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To keep up with writing and marketing information, along with Free webinars, join us in The Writing World (top right top sidebar).

Karen Cioffi
Multi-award Winning Author, Freelance/Ghostwriter, Editor, Online Marketing Instructor, Affiliate Marketer
Writer’s Digest Website of the Week, June 25, 2012

Online Marketing Ebooks and Ecourses:
http://karencioffi.com

Karen Cioffi Professional Writing Services
http://karencioffifreelancewriter.com/karen-cioffi-writing-services/

0 Comments on Ten Ways to Know if Your (Internet) Marketing is Paying Off as of 1/25/2013 6:46:00 AM
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2. Your Target Market

I'm writing a novel about three 15-year-old high school students who are bullied and come up with creative schemes for solving the problem. The target market is middle grade and young adult. Along with some lighter moments, the story becomes quite dark and violent (before progressing into a happy/satisfying ending). There's swearing, bashing, blood, minor knife violence and a shooting. The violence isn't gratuitous, it's integral to the storyline and assists with raising the stakes throughout each stage of the plot.

Am I writing a novel for a target market that's too young to be exposed to the material? Would the older end of the target market, say 18-25-year-olds, still be interested in reading about 15-year-olds? Have I completely ruled out both ends of my target market, and will publishers reject the book because of this?


My immediate concern when reading this question was not so much whether the market is too young but that your target market is “middle grade and young adult.” You really need to pick and choose. Certainly, I’ve represented a lot of books that have crossed genre lines, and I love books that cross genre lines, that appeal to readers of two different genres, but I think when writing a book you have to essentially choose your market so that you’ve chosen where the book will be shelved.

I also feel that crossing genre lines between middle grade and young adult is trickier than, say, fantasy and young adult or fantasy and paranormal romance. While you might have kids willing to read both, they will tend to be middle grade readers. In other words, you will likely have middle grade readers who read up, but unlikely to have young adult readers who read down.

One of the things I love most about today’s young adult market is that the books cross over to an adult market. Harry Potter and Hunger Games would not have been the huge successes they’ve become by appealing only to a young adult market. They’ve been break-out successes because everyone is reading them, everyone from kids to adults.

Without having read your book it’s difficult for me to say what target market it’s best for or if the material is too heavy for a middle grade audience. My gut tells me that you might have more success with a book like this if you raise the age of the character by a year or two. I’m not sure why exactly, but I don’t always understand my gut, I’ve just learned to trust her and, honestly, to me the book sounds better suited to the young adult market.

Jessica

14 Comments on Your Target Market, last added: 10/29/2010
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3. Keeping current, working with websites

One of my favorite things about writing for Computers in Libraries is that I now get a subscription to the magazine. All the blogs and RSS feeds and tweets in the world are really no match for being able to read “how to” stories from people working in totally different libraries than me. I feel like I pretty much get the issues involved with running rural, pre-OPAC, barely-online libraries and I hope I do a decent job showcasing them here to at least give people an idea of what’s involved and what’s at stake. However, I have never worked in a library with a self checkout system or a DVD service machine, or even a digital audiobook collection (though we’re working on one!). It’s a bit of a shame that most of CiL’s articles are locked behind a subscriber wall, but here’s a decent article about a library that is almost local to me and their experiences with their first self-checkout system.

My contract with CiL allows me to self-publish after ninety days which is what I intend to do if I remember. My first column/department about web stats came out in January and my most recent one about open source software will be out next month. In the meantime here is a tip I wish I’d known sooner… I recently set up one of my libraries with a tiny website for free. Dreamhost.com offers free webspace to qualifying nonprofits. This is real webspace with one-click installs for things like Mediawiki and Wordpress. If you have a 501c3 exemption letter and a little bit of patience, take a look at their wiki to get the rest of the details. A little more information is available on the Drupal site. I know people have had good and bad experiences with Dreamhost, but sometimes selling people on trying something new — and for my library a website was definitely something new — is all about removing as many barriers as possible and letting them see the utility in it themselves. If you’ve been waffling about webspace, or webspace costs, try it out. I have no affiliation to Dreamhost, for what it’s worth.

0 Comments on Keeping current, working with websites as of 2/3/2008 11:38:00 AM
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