- Article:“The Six Elements of Digital Marketing Success for Authors”by Fauzia Burke
- Tips for Authors: “Things Book Publicists Do and Do NOT Have in Their Control” by Corinne Liccketto
--It was a pleasure meeting many of the brave vendors who stuck out the rainy weather last weekend in Baltimore at the Baltimore Book Festival. We hope traffic picked up for everyone as the rain slowed down!
--Smith Publicity will be exhibiting at the Collingswood Book Festival this weekend on Saturday, October 1, 2011 in Collingswood, NJ. If you’re attending and are interested in meeting, please contact us. For more information about the festival, please visit: www.collingswoodbookfestival.com/.
--Smith Publicity will be exhibiting at the Frankfurt Book Fair, October 12-16, 2011. If you’re attending and would like to hold a meeting with a Smith Publicity representative, please contact us! For more information about the Frankfurt Book Fair, please visit: www.buchmesse.de/en/fbf/.
--FREE BOOK EVENT IN NYC! Smith Publicity will be exhibiting at the Self-Publishing Book Expo on Saturday, October 22, 2011 at the Sheraton New York Hotel & Towers. The exhibit hall is FREE to all attendees! To register for admission to the panels, please visit: www.selfpubbookexpo.com/tickets. Please contact us if you’d like to confirm a meeting; otherwise, feel free to stop by our booth. We look forward to seeing you!
--It’s not too early to start thinking about your 2012 author resolutions! Take time this month to jot down five goals that you have for your book and your authorship next year. Keep awareness months/days, media lead times, and major news and date tie-ins in mind! If you’re interested in starting a publicity campaign to capitalize on resolution season, please contact us!
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The Six Elements of Digital Marketing Success for Authors
by Fauzia Burke, FSB Associates
There are six essential elements for successful digital marketing and when used together they make for a powerful combination. Each element is important on its own, but when you use all six together you will see a strategy that is effective, scalable and long term.
1) Website -- A professional website is the single most important step towards your digital marketing plan. 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 blog 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.
2) E-Newsletter -- email is still the most powerful digital tool. Every single author should have an e-newsletter. You should collect as many email addresses of your readers as you can. Overtime email addresses of your readers will be a huge asset. You can communicate with your readers through a regular e-newsletter sent either once a month or once every 3 months. Just keep those lines of communication open.
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, 500-700 words tend to be the most popular lengths.
4) Facebook -- Every author should have a Facebook fan page so they can socialize and communicate with their readers. It's an important element of digital marketing and honestly at 520 million people, you can't afford to ignore it. Along with being a great place to build community, Facebook fan pages also offer Insights a great tool for monitoring your audience and your interactions.
5) Video -- There is no better or easier way to show your passion and personality than video. It can be fun content for your Facebook fan page, your blog, and your website. Remember to post it on YouTube as well.
6) Twitter -- I know Twitter intimidates many authors, but it's a fabulous way to share resources and develop a following. I find Twitter to be an incredible tool for listening and 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.
If you choose not to participate in digital marketing and social media, you are only hurting yourself and your readers. There are millions of people on social networks; they don't miss you, but you are missing out if you ignore them.
Digital marketing is a wonderful way to connect with people who care about your work. Just remember that all six elements of digital marketing working together will produce the best results. There are no short cuts here, but it is all well worth the investment of time and attention.
Fauzia Burke is the Founder and President of FSB Associates, a publicity and social media firm specializing in creating awareness for books and authors on the web. For web publicity and social media news, follow Fauzia on a new Twitter feed: @FauzisBurke
Things Book Publicists Do and Do NOT Have in Their Control
by Corinne Liccketto
Things Book Publicists CAN Control:
Creation of quality press materials: As book publicists, part of our job is to formulate quality press releases in a format the media is accustomed to reviewing. We must tailor our materials to be concise, relevant to the target audiences, and effective in representing what makes a book and its author unique. Book releases should not exceed two pages, including the author’s biography.
Creative, effective pitching efforts: Publicists can control the proactive monitoring of ongoing news trends, social issues, and popular developments that tie into themes and topics in a book. Publicists can also continually think outside the box to create new pitching angles to encourage media attention and spark media interest.
Close client communication: Since publicity is not guaranteed, keeping clients updated on the progress of their campaign is crucial – and within a publicist’s control. Detailing the pitching efforts, media feedback, and ongoing plans not only informs authors of the direction of the campaign, it also keeps publicists focused.
Follow-up efforts: Once the media connection has been made, it is in a publicist’s control to continue following up with each contact to encourage coverage. Continued follow-ups help ensure books will not be lost in the pile. Follow ups also provide opportunities for publicists to offer new story ideas/angles that pertain to the book and author’s message.
Things Book Publicists Cannot Control:
Media coverage: A book publicist cannot force media to review a book, write an article, hold an author interview, etc. Our job is to tactfully and creatively package a book and author into timely story angles that will entice the media to take the next step. Once the book is in their hands, however, the choice to use/cover/write about the book or interview the author is up to them.
Negative or positive reviews/coverage: As book publicists, a major part of our job is to remain unbiased so media can formulate their own opinion. If a negative book review is written, it is the thoughts and feedback of the reviewer that are reflected–not the book publicist.
Book sales: Book sales are dependent upon many factors–including how the author performs in an interview, where the book is available for purchase, timing, quality, relevance and how the author maximizes his/her traditional media exposure, to name a few. It is important to keep in mind that as publicists our main goal is to solicit media placements to give the book the best possible chance to sell.
About Smith Publicity
Beginning in 1997, Smith Publicity has evolved from a one-person operation run from a bedroom office to one of the leading promotional firms in the industry. Fueled by a passion for making good things happen for clients, we’ve worked with over 1,000 individuals and companies—from authors and entrepreneurs to publicly-held companies and business— representing a wide range of industries. The Smith Publicity reach is international; we’ve effectively worked with clients throughout the United States, Canada, the U.K., and from Australia to Israel and Malta. We have offices in New Jersey, New York City, Los Angeles, London and Toronto.
While our expansion from boutique publicity agency to a multi-faceted public relations firm has greatly expanded the breadth of our services, the fundamental driving force behind everything we do is superior presentation, promotion, and positioning of our clients. Our refrain, “make good things happen for clients,” has propelled Smith Publicity from just another agency to a premier promotional firm offering outstanding, cost-effective service with unparalleled customer attention.
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