Chapter 6

Your Priority List

Only by carving out think-time and reflection can we actually understand, in an entirely different context, the actions we take.
Daniel Patrick Forrester

Most authors think of online marketing as a directive to “go start tweeting” or “go start blogging.” But as you can see from the work you have already done in the first few chapters, just tweeting without understanding why is not only frustrating, it’s also ineffective and unsustainable. Before you can dive in, you need to consider your priorities.

As you know by now, I believe in the value of developing an online brand, but it does not rule my life. I try to be strategic in my use of time and effort. Like you, I have other, more important priorities. So let’s just try to keep all of this in perspective. If you start to feel overwhelmed, take a break and reread your lists of goals and dreams for some encouragement.

Tip for #BusyAuthors

When you look at all the different elements of online marketing, you may feel overwhelmed. But here’s the thing: You don’t have to do it all. You can start slow and small and grow gradually.

Here’s your priority list

By now you have thought long and hard about your goals and priorities, you’ve read advice from publishing experts, and I hope you are convinced that online marketing is a must-do activity for you.

It’s time to make a priority list. To successfully market your book, you’ll need to develop a plan that works best for your readers. Digital branding works only when it is customized for you and your readers. There is no one-size-fits-all method.

Follow the steps below to develop a priority list. While you might be tempted to skip a few steps, don’t give in to that temptation. Each step can make the crucial difference between the success and failure of your online marketing.

There are six essential elements (and two others that are nice to have) for successful online branding. When used together, they make for a powerful combination. Once you have mastered these elements, you can add other options, but first make sure your foundation is solid. More details on each will follow in the upcoming chapters.

1. Website. A professional website is the single most important step toward your digital branding. Your website is your home base, so make sure it is updated regularly and is current. Use your site as a platform for all other activities. Post your blogs and photos along with links to your social networks. Always remember your audience when developing content. If a person cares enough to come to your site, you need to make sure their trip was worth the effort. Remember: It doesn’t have to be fancy or expensive to look professional.

2. Mailing List. Email is still the most powerful digital tool. You may hear people say that email is so yesterday. Don’t believe them. For many of my clients, the open rate for their newsletters is over 50 percent. No other activity will give you that kind of return. Every single author should have a mailing list. You should encourage readers to sign up for your mailing list. Over time the email addresses of your readers will become one of your biggest and most valuable assets. You can communicate with your readers through a regular email newsletter sent either once a month or once every three months. Just keep those lines of communication open. Value your subscribers, since they are your biggest fans and advocates. Remember that you must have their permission to talk with them. Don’t send a mass email message without their permission, because you will leave a bad taste in their mouth. You will be telling them that they will get your message whether they want it or not. Now what would that say about your brand?

There are also legal implications of sending emails without permission. More on that in a later chapter.

3. Blog. A blog is the best way to share your expertise and drive traffic to your site. Use your blog on your own website along with posting it on an important high-traffic website as a guest post. Everyone needs content, and it never hurts to ask a popular blog if they want to run your blog post. Blogs don’t have to be long: blogs of 700 to 1,000 words are typically most effective. Google has recently started rewarding sites with longer blogs with better search results. Long-form content (2,000 words or more) increases page authority, and Google weighs them more when providing search results. This is good news for many of my clients who like to write longer blogs.

4. LinkedIn. A LinkedIn profile is a must-have for all of us. Even if you are not very active on it, it is a good idea to fill out the profile in as much detail as possible. Most people who may want to do business with you will certainly review your LinkedIn profile. It’s a great way to break the ice and get to know someone quickly. You should start building your network long before you need it.

5. Facebook. I know Facebook is no longer the coolest network, but for most of my clients it is the most effective. Face-book is an important element of digital branding and, with more than 1 billion people on it, you can’t afford to ignore it. You may be wondering if you need both a personal profile page and an author fan page. My advice is yes—these profiles serve different audiences and purposes. In your profile page, you can engage with family and friends and readers. Most of my clients find the most support on their Facebook page. They can get 300 Likes on their author photo, for example. This is your personal network, and these people will help you in ways no one else will. So hold on to your personal profile and stay connected with your network.

Facebook pages have other benefits. Facebook has changed the algorithm so your fan page gets less traffic without spending money to boost your post. It is also true that many of your connections may never migrate to the “author” page, so you may wonder what the point is. One key benefit of having a page is that you can use the data provided in Insights and do geographically targeted advertising. This type of advertising is really helpful when you want people who are interested in your topic to come to your event. For example, you can target people who live five to twenty miles from the event location. We have used this type of advertising for many of our clients, and every time we have seen bigger turnouts than expected.

According to Facebook, “Personal profiles are for non-commercial use and represent individual people. You can follow profiles to see public updates from people you’re interested in but aren’t friends with. Pages look similar to personal profiles, but they offer unique tools for businesses, brands, and organizations. Pages are managed by people who have personal profiles. You can like a Page to see updates in News Feed. Keep in mind that each person who signs up for Facebook has one account with login information. Each account can have one personal profile and manage multiple Pages.”

6. Twitter. I know many authors are intimidated by Twitter, but it’s a fabulous way to share resources and develop a following. I think Twitter is an incredible tool for listening and for doing market research. You can listen to your readers, find out what other people are doing and saying, and build a relationship with current and future readers.

7. Goodreads. Some authors love Goodreads and the community they have built there. These authors have successful giveaways, which makes their books popular on Goodreads. I suggest that you set up a profile, plan or ask your publisher to do a galley giveaway, and participate if you are making good connections. Once a week you can check in, rate books, add books to your bookshelf and check out interesting discussions.

8. Video. If you are like me, you may not be very comfortable with seeing yourself on video. However, there is no better or easier way to show your passion and personality than on video. It can be fun or useful content for your Facebook fan page, your blog, and/or your website. So if you can get over the hesitation, it would be worth trying.

Tip for #BusyAuthors

Talking to people is a privilege: Don’t waste it. It is much better to have a small mailing list of interested people than a large one filled with people who aren’t interested.

Your personal interests and skills will determine what you do and how much time you spend on each element. For example, like many of my clients you may like to write blogs because they give you a natural avenue to express yourself. Most of my authors start off liking (and being comfortable with) one social media channel rather than another. For now, just think about where you’d like to put your time and effort. You can always change your mind or add other elements as you get more comfortable. Tomorrow there may be a shiny new digital tool that you may want to add to the mix. Just don’t lose track of the essentials.

Tip for #BusyAuthors

When your book is listed on Amazon, fill out the author profile in as much detail as possible.