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RWA-IBPA Marketing 101 for Self-Publishers
- 1. Marketing 101 for Self-Publishers: Ten Tools & Techniques to Maximize Sales RWA Conference July 28, 2012
- 2. Tool #1: PLAN • Describe your product •Set your price • Create your bio •Determine your sales • Target your readers channels • Specify your goals •Promote your title Source: “Marketing Plan for Fiction Titles” by Brian Jud
- 3. “Fiction is the genre most significantly affected by the completeness of both basic and enhanced metadata.” TOOL #2. DATA Metadata: • Basic Metadata – ISBN, title, author, cover image, page count, binding, publisher, publication date, main category or genre • Enhanced metadata – description, review, author biography, table of contents, video • Impact on sales – Bookscan survey
- 4. DATA cont’d. How to insure accuracy: • Dedicated ISBN number for each of your books • ISBN numbers show company name as the publisher • Enter metadata correctly • Check metadata at major online retailers monthly
- 5. DATA cont’d. Sales Reports: • How many units and dollars are you selling? • Who are you selling to? • What percentages of your sales are eBooks and print?
- 6. DATA cont’d. Marketing Metrics: • Website • Social Media • Customer Demographics
- 7. TOOL #3. MATERIALS Cover, Postcards, Flyer, Bookmark, Business Cards Elements of Front Cover: • Artwork •Title and subtitle Cover: • Author/illustrator Elements of Back Cover: • Professionally designed • Promotional headline • Readable as thumb-nail • Excerpt or review excerpts • BISAC code • Effective in black and white • BRIEF author bio and small picture • Publishing company logo and contact info • Price, ISBN, Bar code (for print), QR code
- 8. Postcards Elements of a postcard: • Book cover on front MATERIALS cont’d • Title, author, promo, order info
- 9. MATERIALS cont’d. Advantages: • Cost • Inexpensive production • Open rate • Event giveaways • Splashy promo pieces • Book launches • Mailing list updates • Web-site invitations • Testing • Customer connections
- 10. MATERIALS cont’d. Flyers Uses: Elements: - Personal appearances • book title -Online & offline mailing • short excerpts from your book • one-line review(s) • book cover • author bio (short) • format, price, size, # pages, ISBN, pub date, genre, web site • ordering information! • back side – include a longer excerpt, more reviews/testimonials
- 11. MATERIALS cont’d. Bookmarks & Business Cards
- 12. TOOL #4. YOUR BACKYARD Local Marketing • Local media outlets • Convention and Tourist Bureau • State Fair (organize author’s day) • State or city historical societies • Local bookstores • Local libraries
- 13. TOOL #5. YOUR BRAND • Social Media – Facebook, Amazon, Pinterest, Twitter, LinkedIn • Signature • Google Alerts • Website • Blog • Public Speaking
- 14. TOOL #6. AMAZON • Author Central • Author Page • Check data • Customer reviews
- 15. TOOL #7. NICHE • Associations • Location • Services • Book Clubs • Re-purposing
- 16. TOOL #8. BOOK AWARDS/REVIEWS Awards • Finding contests • Deciding which one to enter • How to promote once you’ve won
- 17. REVIEWS/BOOK AWARDS cont’d. Reviews: Industry and Citizen • NetGalley • Target research • Blogs • Google alerts • Review others • Pay-for-review
- 18. TOOL #9. PIGGYBACK Don’t reinvent the wheel. Analyze the competition
- 19. TOOL #10. YOU • Events • Writing • Virtual Tours
- 20. TOOL #11. (bonus) Over-Delivery • Thank-you notes • RSVP • Return calls • Take the extra step • Keep your word
- 21. Thank You! Florrie Binford Kichler, President Independent Book Publishers Association www.ibpa-online.org