This is where we talk a little bit about marketing, which is vital if you want to sell more books.
Build A Funnel So Readers Find You
Your most important marketing asset is a direct connection with your reader.
Your book may make you money (if that is the model you have chosen). However, whether you are publishing for revenue or not, the money is not necessarily in the book, the money is in your system (through upsells/cross-sells to your other offerings). Set up a journey, a path for your readers to take and ensure all roads lead back to you.
One effective way to do this is to have a sign up form (or opt-in) on your website. This is the conduit between you and your readers, giving you permission to stay connected with them. Once you have permission to converse with your audience, you will open up opportunities for them to connect with you in other ways (besides your book). It also presents you with an opportunity to show them what else you have to offer.
Optimisation
Optimise for Authority
- Be discoverable through professional design, look like you belong on the same bookshelf as a traditionally published title.
- Be everywhere: Amazon is not the strongest platform in all territories, have a presence on other online bookstores
- Make it easy for people to find you by categorising your book correctly (and take advantage of all categories available)
- Keywords can help get you found
Optimise for Revenue
- English is not the only language, consider translations of your books into other markets;
- People learn in different ways, think multi-media, print books, eBooks, audiobooks;
- Become an affiliate for apple, amazon, nook – link to your book from your site using your affiliate code and you will receive royalties AND affiliate commission $
- Look for distribution partners to get exposure into untapped areas
- Sell on your own your website
- Sell the book on Amazon
- Sell direct to bookstores, broker your own deal.
Note: Revenue is usually a 2-step process
I say this is a 2-step process because you will need a catalyst for the transaction. You won’t get people buying from your site or from a bookseller en masse, just by buyers stumbling upon your book, so you will need to go think of ways to drive traffic to your book so they know it’s there.
Optimise for Leads
- Place calls-to-action** inside your book leading back to your site
- Look for opportunities to joint venture with someone who has an audience for your book
** What the specific calls-to-action you put inside your book, will depend upon what job this book is to do for you. I always try and tie it strongly back to the book itself, perhaps offer them supporting materials or bonuses – but whatever the enticement is, the principle is the same. In every instance, the overarching purpose of the book is invite people into YOUR community.
Promotion
When is the right time to start promoting my book? NOW.
It’s all about getting people to find you and connect with you.
You can do this organically or you can pay for it.
Don’t push yourself on people, let people see the real you and if they are your audience they will naturally be attracted to that.
Organically:
- Blogging (on your blog or guest blog)
- Podcasting
- Participate in Groups (such as Facebook Groups)
- Start building your story on social platforms
- Niche websites (participate, comment, get involved in the conversation)
- Reviews: Host a giveaway on Goodreads (ebooks and print) in exchange for an honest review
Paid Traffic:
- Google PPC
- Facebook Ads
- Press Releases
