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january tip of day

January 23 Book Marketing Tip: Pick the social networking vehicle your reader is driving!

If your social marketing is to be useful, it needs to be two things. Who wants to guess what the first one is? OK – I haven’t mentioned it in a while, but you seriously should not need this reminder. Social marketing needs to be SOCIAL. But all the social marketing in the world could be a waste of time (and money if you’re hiring out any aspect of it) if it’s not aimed at your target readers.

As we’ve mentioned in the past, every author needs to answer 1 question before they begin their marketing: Who is my reader?  However, if your social marketing is to do you any good, you need to take that question a step further and answer the next question: Which social network does my reader use most?

There was a funny meme that made the rounds on the social networks 12 to 18 months ago. It involved bodily fluids and how each network would report on release of said fluid. We posted a version in a blog titled How are you incorporating social media into your book marketing strategy?

Last night at the Phoenix Social Media Marketing Meetup, I heard a more useful analogy, which I want to share with you here. Thanks to Giselle Aguilar, the Meetup coordinator, for this analogy. Definitely track her down if you need help with your social media strategy.

Social Network Users Are Like Drivers

 

  car sport Twitter users are quick. They like the fast-paced nature of a busy Twitter feed, and prefer easy-to-digest short bursts of info, links, quotes, and images. They are very social themselves, the most adept sharing the tweets they like.For me, Twitter is a huge information resource. My Twitter feed keeps me up to date on marketing, publishing, and social media trends in a way no other social network can.

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 car luxury Due to its nature as a site for businesspeople, LinkedIn draws the highest net worth users of any of the social networks. Like luxury vehicle drivers, these people prefer clean, elegant, useful information. Frills are OK, as long as they have a purpose. You won’t catch LinkedIn users sharing pictures of cats or zombies or kids.

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 car mini Attracting the second-highest net worth users, Pinterest users are like minivan drivers. Pinterest is the place for women – specifically moms.Interestingly, though, photos with people are repined much less frequently than those without. Images that are longer than they are wide are more often shared.

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 car convertible Convertible drivers want to be seen – and YouTube is the social network for users who appreciate the visual. With more than a billion unique visitors each month, YouTube is the #2 search engine on the web. As much as 80 percent of YouTube’s traffic comes from outside the US, so if you’re looking for international readers, this may be the place for you. According to Nielsen, YouTube reaches more American adults ages between 18 and 34 than any cable network, which is worth noting if your readers are younger. (This one is mine – not from Giselle.)

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 car suv I love this comparison: Facebook is multipurpose, like an SUV. Facebook users are inherently social, posting everything from pictures of cats, zombies, and their kids to quotes, links, political messages, music, videos, and event listings.Facebook’s reach is vast, to be sure, but don’t assume it’s your reader’s number one online hangout. Do your research and find out for sure before you pour endless hours into it that don’t do much to boost your visibility as an author.

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 car pickup Here’s another great comparison. Like pickup drivers, Google+ users just want to get it done. Google+ has circles and hangouts and authorship. It’s got the versatility of an SUV, but its more workmanlike in its approach.With more than 540 million users in less than three years, Google+ is catching on in a huge way, because it’s so versatile – and proper integration can be an enormous boost to your blog/website traffic.

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Does this mean that you should use only one social network? Of course not! Many people/families have more than one car – or dream of having a second vehicle. Their taste is diverse. Likewise, your reader probably uses more than one social network. But if you want to see a return on your social marketing ROI, you must dedicate your time/energy/money to the networks where your reader is hanging out. If they have a Twitter account but send one tweet a year, and you’re doing lots of Tweet Chats and employing a big Click to Tweet campaign, you are probably missing each other – like two cars passing on the highway.
Have a presence on all the social networks, but focus on the one or two that will connect you with the most readers.
Here’s to identifying your readers’ favorite social networks!

Laura

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We welcome and encourage your thoughtful, courteous comments below.

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Winter Author Blog Challenge #7: Authors, jump into Google+ while you can still create a BIG splash!

Woo-hoo! The Winter Author Blog Challenge is underway. This time around, the Challenge is just 15 days, and our focus is social media. The goal is for participants to post all 15 days, following the daily prompts provided, if they so choose. As with the inaugural Author Blog Challenge that took place last summer, I’ll be playing along with all of the posts, even though Marcie and I are the hosts!

Our regular readers who are keeping careful track may have noticed that we just leapfrogged over Day 6. Not to be too snarky, but it’s my blog and I retain the right to do so. Actually, Day 6 is on YouTube, and I want to do the post justice, which is going to take a little longer than normal. I will get back to it. For those reading a couple days behind, we may be all caught up by the time you’re reading this!

So I’ll post the DAY 6 prompt with the DAY 6 blog post. Right now, we unveil the SEVENTH prompt:

Have you jumped into Google+ yet? If you are a regular user, you are still considered an early adopter, and that’s a great place to be in order to make a name for yourself while few others are – especially if men are among your target market, as most users right now are male. As marketing pro Linda Sherman puts it, “GooglePlus can give you access to influencers (i.e., other early adopters) who might not notice you elsewhere.” This is a CHALLENGE, so here’s my challenge with this prompt: If you’re USING Goolge+, tell us about your experience. If you’re NOT using Google+, don’t just write, “Blah, blah, blah I’m not using it …” and call it a post. Do a little research. Learn one thing about Google+ that you find interesting, that might make it worth your time and effort to explore. No – I’m not suggesting you be on every social media platform, but the goal of this challenge is to explore the various social networks, so let’s do that! And if you are on Google+, be sure to give us your link.

With roughly 135 million active users, Google+ is still considered new – some even say a ghost town. The good news is that becoming a regular google+user now, while it’s still in its infancy can, as marketing pro Linda Sherman puts it, “give you access to influencers who might not notice you elsewhere. People who are ignoring it are falling behind,” she said in a recent Forbes  interview with Dori Clark.

Right now, Google+ users are predominantly male, so if your books have a large male readership, you may want to focus more attention there.

Google+ Features

You may have begun to see little +1 icons showing up around the web. These are comparable to Facebook’s  ubiquitous “Like” buttons.

Google+ Communities enables you to build new connections with active Google+ users. And unlike Facebook, which presently does not allow Brand Pages to join groups, Google+ allows Brand Pages to create and join Communities.

Google+ Local Pages gives you the opportunity to indicate your business on a local map that links to your account. It does require that you have a local business with a legitimate (i.e., findable via search engine or directory assistance). If you have a GooglePlace account but not a Google+ account (or vice-versa), be sure to use the same Google account as the first one when setting up the second.

Google Hangouts gives Google+ members the opportunity to hold video chats with up to nine other participants. This is unlike anything offered by Facebook or Twitter. NOTE: You must have a webcam and a mic to use this feature.

Use Hangouts to:

  • Host or join a writing group with people beyond your local community.
  • Hold virtual readings with your biggest fans. If you’re open to the idea, you might even read work in progress, and let the fans give you feedback.
  • Interview other author and invite a few of your followers to listen in.
  • Take a break to connect with real people with human voices.
  • Inspire other writers by holding a virtual writing workshop.
  • Hold brainstorming or collaborative writing sessions.

Use Google Authorship to link your Google+ profile to content you create. Follow these steps to do so:

  • Make sure your profile includes a photo with a recognizable head shot.
  • Check that your byline appears on each page of your content (for example, “by Marcie Brock”).
  • Confirm that your byline matches the name on your Google+ profile.

Improve your SEO. The Google search engine indexes everything posted publicly on Google+ gets almost instantly, making the “+1” feature as important as a “Like,” if not more so. The more active you are on Google+, the more likely your blog or website will be to receive +1s. Improve your odds by adding a +1 button to every page on your blog/site.

Use Google+ Sparks (essentially a reader for syndicated content) to generate ideas for blogs, articles, media releases, special reports, and your next book! Add a particular keyword and you will receive content related to that topic delivered direct to your inbox.

Another great feature of Google+ is that it allows for long conversations during which you can build relationships and readership. As with Twitter and LinkedIn, use Google+ to connect with fellow authors, bloggers and readers. If you want to see what other authors and writers – some of them very connected and/or impressive, are up to, here’s a List of Recommended Authors and Writers on Google+.

Authors on Google+

Authors you may know on Google+

I’ve got a lot of work to do to get my Google+ profile up to speed. I’ll check back with you in 6 weeks to let you know my progress!

In the meantime, come Circle me on Google+!

Laura

RESOURCES:

http://www.christophergronlund.com/blog/tjw/2011/07/19/google-plus-for-writers/

http://www.buzzom.com/2011/07/how-authors-bloggers-and-journalists-can-benefit-from-google-plus/

https://plus.google.com/authorship

http://lindasherman.me/what-you-are-missing-on-googleplus/
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We welcome and encourage your thoughtful, courteous comments below.

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56 ways to use video to promote your book and/or business

Marcie with video camera

We haven’t paid much attention to video yet – but trust me, we will! Of course we reviewed some of our favorite book trailers, which is one very important way for an author to use video. However, there are many others.

The list below, much of which is borrowed from Media Pro Productions, includes a wide variety of video uses. Some of these may or may not directly apply to you as an author. If your book is an extension of your business, many will apply. However, if you’re the author of a novel, memoir, or other less business-oriented title, you may have to stretch to find applications. The goal isn’t for you to take this list and go out and make each and every video on here. It’s to get you thinking about new ways to use video that may never have occurred to you before.

If you’ve been using video for a while, please share the link for your YouTube channel (or other website feed) below in the comments section. And if you’ve got great ideas that aren’t on this list, please share those, too!

Customer-Oriented Videos 

1.   Video testimonials
2.   Video success stories
3.   Video case studies
4.   Man-in-the-street interviews
5.   Prospecting presentations
6.   Follow-up after meeting a new prospect
7.   Thank you for the opportunity
8.   Putting a name with a face after a phone call

 

Product and Service Promotions

6.   Product presentations
7.   Service demonstrations
8.   Product reviews
9.   Mini documentaries
10. Subject matter expert commentary
11. Product comparisons

 

Corporate Videos

12. Company overview
13. Executive presentations
14. Staff presentations
15. Virtual facilities or equipment tour
16. Board of Directors updates
17. Ongoing corporate communications

 

Training and Support Videos

18. Training videos
19. Instructional videos
20. Sales support “expert” videos
21. “Brown-bag” learning
22. Post-sales support videos
23. Maintenance videos

 

Internal Communications Videos

24. Internal communications
25. Event/conference/trade show communication
26. Employee orientation and “get on board” training
27. Health, safety, and legal issues

Advertising, Marketing, and Promotions 

28. Commercials/infomercials
29. Humorous video
30. eMail video
31. Content marketing
32. Landing pages and micro sites

 

PR Support and Community Relations

33. Video media releases
34. PR support materials
35. Community relations video

36. Public service announcements

37. Cause-related promotions

 

Event Video

38. Event presentation video
39. Roundtable sessions
40. Expert Q&A sessions
41. Highlights or “red carpet” video

 

Author Uses

42. Author bios for signings/events
43. Video blogs
44. Book trailers and promotions

45. Contest and giveaway promotions

46. Partnering with other authors

47. Speaking promotions

48. Tie-ins for holidays or special events

 

Other Uses

49. Recruitment videos
50. In-store videos
51. Company lobby/waiting room videos
52. Mobile videos
53. Market research/focus groups/polls
54. Website FAQ videos
55. Video white papers
56. Video magazines

 Laura

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We welcome and encourage your thoughtful, courteous comments below.

__________________Microsoft PowerPoint - Create a Fan Page 2013 ebook

Need help creating – or updating – your Facebook Fan Page? At nearly 200 pages, this eBook is chock-full of screen shots and details about how to create or improve your Facebook Fan Page. Includes details about adding a MY BOOKS feature to your page. Grow your Fan Page and grow your list of potential readers! Get Using Facebook Fan Pages to Market Your Book and/or Build Your Business today!

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