I am delighted to welcome back Jane Horan to share what she learned about book promotion since her book came out last October.
Last year I wrote, “I Wish I’d Known That Earlier in My Career: the power of positive workplace politics” – In the process I learned valuable lessons about book marketing particularly the value and impact of social media. I wanted to share these tips and surprises with you – one in particular, for those who don’t tweet - start now! You will be amazed how 12 Tweets a day drives awareness, recognition, and book sales!
A few years ago, I founded The Horan Group, a consultancy focusing on cross-cultural leadership, uncovering bias, navigating politics and managing career transitions and re-entry. My clients include Fortune 500 companies, NGOs, and academic institutions ranging from financial institutions, entertainment, hi-tech, and consumer products. Now living in Singapore, I have lived, worked and studied across the Asia Pacific Region for two decades, and previously worked with Disney, CNBC and Kraft in talent, leadership and organisational development.
So you’re writing a book, now what… start marketing early!
1) Build a solid and strategic marketing communications plan covering all touch points; radio, blogs, micro-blogs, television, and news articles.
2) Blogs & Blogging: six months before your book is published, start writing a blog about your topic, find ways to connect this topic to relevant news articles, give tips and tools from the book (if your publisher agrees) to build momentum and followers. Or offer to be a guest blogger for others.
3) Twitter: three months before your book is published, start tweeting, providing tips, tools and insights on your topic. Scan news articles and blogs that link to your topic and tweet regularly.
4) Develop a blog & twitter workout: Discover best times for both and be consistent, blog once a week or every other week on the same day. Tweet 12 times a day and consider spreading your message by using “bufferap” for synchronized tweeting.
5) LinkedIn: Link your blog and twitter to LinkedIn, join LinkedIn groups post links to your blog or present questions to the community about a topic from your book.
6) Facebook; One month before your book is published, set up a facebook page for your book and don’t forget to direct others to this page.
7) Public Talks: Join the speakers circuit, speak at conferences, or give talks to professional groups – Chambers of Commerce, Professional Groups and communities
8) Expand your network across social media platforms, if you’re writing on Human Resource topics; find a way to link this topic to marketing, leadership, talent or customer service. Cross post interesting articles on your topic of interest.
9) Do your homework and practice your pitch! Practice, practice, practice to ensure you are ready for media events. Have your “30 second” story down and don’t fumble – be able to answer succinctly, what is the book about and why you wrote it?
10)Learn the etiquette of social media – it’s not always about you – share and add value by providing relevant, timely, insightful information on your book, of course.
11)Plan ahead and ask for testimonials on your book early! Think broadly and diversely on endorsements; consider business leaders, academics, experts, and NGO’s,
Once published:
12)Host a book launch event; invite the press, friends, family, clients, and colleagues to thank those that helped you along the way!
13)Set up your Amazon web page and link this page to your blog
3 Comments
Excellent tips for authors, and I agree that social media shouldn’t be “all about me”. The more you give out, the more you get back. 12 Tweets a day seems quite excessive, it is hard to Tweet and keep up with everything else going on. I agree synchronised Tweesting is probably the way to go. Another tip is not to expect anything back in the short term from Tweeting. It’s hard getting Retweets and @mentions – there must be some kind of Tweetosphere ratio to this! Don’t be put off though. I agree with Jane that it will pay off in the end.
Thanks Johanna, the re-tweets and mentions are important and do take time – based on my experience with twitter, journalist and publishers follow twitter and by doing so eventually leads to interviews on books or interest on future book contracts.
The tweet- ratio you mentioned links with the 12 tweets a day and relevancy of content, while I tweet about office politics, I also tweet on Diversity specifically the gender gap – more mentions and followers comes from these tweets.
Keep tweeting!
I have found Twitter really useful for networking as I am able to find people with similar interests and follow them as they do me. I once heard that Tuesdays are the best day to tweet and that four tweets a day is a good idea – to catch each time zone. Not sure I could manage 12 either. But good on ya, Jane!