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4 Book Marketing Strategies That Are Guaranteed to Keep Your Online Platform Moving Forward
Your author or writer online platform is all about numbers and reach. It’s about how many people are aware of you within your niche and how many of those people think you have authority within your niche. In other words, it’s about how many connections you have. You might equate it to a popularity contest.
Unfortunately, there are millions of contestants in the online platform arena trying, as you are, to get the golden subscriber email address and get the emails they send opened.
Because of the sheer number of marketers, people are bombarded with marketing emails on a daily basis. This in turn has caused a drop in email opt-ins and a drop in marketing email open rates.
So, what can you do to fight the odds and keep moving forward to reach your goals?
There are four strategies you can use to keep you connected to people and keep you on the visibility radar.
1. Connection frequency
You need to connect with your subscribers and target market on a regular basis.
This doesn’t mean adding to the email inbox bombardment, it means to be visible in multiple places. How many times a week are you connecting with your subscribers and your target market?
This matters.
Are you taking advantage of the different venues you can reach people? Are you being active in groups? How about social media, such as Facebook, Linkedin, GooglePlus, Twitter, and Pinterest? Are you offering valuable information on a regular basis?
Each of these connection venues is another layer of visibility and familiarity. This frequency helps establish a relationship and helps it grow.
2. Consistency
Everyone when first starting a platform is determined and motivated. You diligently keep on top of social networks, blogging, article marketing, sending out a newsletter on a regular basis, and so on. But, then, when results aren’t what was expected or don’t come quick enough, the motivation and effort slows down.
Well, being consistent is what will help you reach your goals. In fact, without being consistent you most likely will never reach your goals.
Coleman Cox says it best: "Even the woodpecker owes his success to the fact that he uses his head and keeps pecking away until he finishes the job he starts."
Create a plan of action steps and stick to them. Be consistent.
3. Authority and Usefulness
According to pro-marketer Travis Greenlee, statistics show that published authors have a 300% higher credibility rating than non-published authors.
That’s quite a difference and gives the published author a big advantage in authority. If you’re not published yet, a quick remedy is to create an ebook and get it out there. With that said, your ebook needs to be a quality product.
But, having an ebook isn’t the cure-all. In addition to this, you need to deliver quality (useful) information to your target market on a regular basis.
The point here is that you need to be perceived as a person of value to your target market. Your actions and offerings need to demonstrate that you can help them with their problem, need, or want.
If you are perceived as having high authority (knowledge and experience) and value (capability and usefulness), people will want to be connected with you.
4. Visibility
Visibility and frequency go hand-in-hand. While you need to make frequent connections, you need to know where and how to make those connections. That’s where visibility comes in.
How many different formats are you using to be visible to your connections and make new connections?
There are a number of marketing formats you can use to generate visibility, including:
• Blog posting
• Guest blogging
• Creating podcasts
• Creating videos
• Creating e/books, reports, etc.
• Sending out newsletters or ezines
• Offering webinars, teleseminars, or workshops
• Staying current on social networks, such as Facebook, Linkedin, GooglePlus, and Pinterest
You get the idea. Keep it fresh. Don’t use the same formats to bring information to your subscribers, readers, and visitors.
You need to use all four of these strategies to keep your online platform moving forward.
Karen Cioffi is an author, ghostwriter, and online marketing instructor for authors and writers. Get her weekly newsletter with must-know writing and marketing tips at: http://thewritingworld.com
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Email Marketing and Free Email Services Warning
If you’re an email marketer, and you should be, you should be paying attention to what’s going on with the free email services and your subscriber lists.
The first to play havoc on their email customers is Yahoo.
Yahoo recently made a change to its DMARC ((Domain-based Message Authentication, Reporting, and Conformance) Policy, according to iContact.
What does this mean for you?
Well, maybe nothing. But, if you send your subscriber emails through email services, such as iContact, Yahoo is bouncing the majority of them. They’ve bounced about 80% of my last four subscriber emails.
YIKES!
This in itself is a problem, but add to this that there was NO notification, unless you were looking for it, DOUBLE YIKES!
So, email marketers who found out after the fact, like me, had to resend their emails, which means about 20% of my subscribers got duplicate email content for four messages.
My sincere apologies to those who did receive duplicates. Unfortunately, 80% of those subscribing to The Writing World didn’t receive the emails, so I needed to resend them.
iContact notes that Yahoo’s purpose is to prevent suspicious or phishing attacks. So, if your ‘From Address’ is tied to yahoo.com and it’s not sent from one of their IPs, your email will be bounced.
Just the Beginning
As with everything online, there are usually no solitary acts. Yahoo may be the first to implement this anti-spam bounce policy, but be assured that the others will follow.
The Solution
If you are using free email services like Yahoo and Gmail for your email marketing, change your “From Address” to a paid service, use a domain that you control, one that’s connected to your website.
If you’re not sure how to do this, ask your email marketing service for help.
Hope this is helpful,
Karen Cioffi, the Article Writing Doctor
Prescription for Your Content Marketing Needs
Content Writing Training for Small Businesses, Solopreneurs, and Health Professionals
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Email Marketing - Your Opt-in Landing Page
Landing pages have specific purposes. One might be a sales page and another might be your email opt-in page. Whichever it is, a landing page is a specific page that is intended for a specific purpose and draws targeted traffic. The traffic is drawn to this page to take a particular action . . . to say YES to your offer or opt-in.
One of the most essential landing pages’ is your subscriber or email opt-in page, and it should be designed specifically to garner email addresses.
The reason a separate opt-in page is crucial, as with any landing page, is to eliminate distraction.
While it’s a good idea to have a subscriber opt-in box on your website’s sidebar for stray visitors and those who find your blog through a search for a particular keyword, you need a separate page to lead your targeted traffic in from your ‘outside’ article marketing endeavors. These ‘outside’ strategies include, submitting to article directories, guest posts, and participation in joint ventures. They are the strategies that need a resource box, bio, or tagline that will direct readers to a page designed to let the reader know why she should give you her valuable email address.
It’s on this email opt-in page that you can fully explain the benefits the reader will get if he opts in: relevant information, tips, tools, reviews, news, etc. You also have the space to list the title and description of the ebook you’re offering as an ethical bribe. Or maybe the free ethical bribe is a one-on-one free consultation, or an instructional webinar. This opt-in landing page allows you to fully answer the reader’s WIIFM (what’s in it for me) question.
In addition to the WIIFM information, you can include what you’re qualifications are for offering this particular information, for claiming to be an authority in this niche.
Due to its focus and lack of distractions, your email opt-in landing page allows for a higher conversion rate. This means a higher percentage of visitors will follow your directions and say YES to the action you’re asking them to take.
Just remember that simple always works better in regard to websites and landing pages. You don’t want to make it feel or look busy, or give confusing or complicated steps for the visitor to take action.
To emphasize the ‘simple is better’ strategy, Google’s company philosophy is “Simplicity is powerful.”
While it’s in a writer’s nature to usually write more than is necessary and an individual’s nature to make things more complicated than necessary, follow Google’s lead and keep it simple. Keep your email opt-in page to the essentials, and learn how to write effective copy for it.
If you're just starting out with your mailing list, you will need an email service and opt-in box. I use Get Response. I love them so much, I'm an affiliate for them. So, if you're in the market for a great email service, get started with them.
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Karen Cioffi
Award-Winning Author, Children's Ghostwriter
https://karencioffiwritingforchildren.com
Founder and Editor in Chief of Writers on the Move
Selling Your Book Before It’s in Your Hands
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