Extend the Reach of Your Marketing Videos

Video has become one of the most effective ways to grow an audience. Studies show that 8 in 10 people would rather watch a video than read a blog or social media post.

Video traffic on the Internet keeps growing in popularity. Experts estimate that by 2022, video will make up 82% of all Internet traffic. Since search engines know that people prefer videos, they tend to rank video content higher in search results.

Video Tips

If you are creating videos to market your books, you may want to consider the following two steps to make your video content more accessible for everyone, and thus extend the reach of your video marketing.

1.  Add Captions to Your Video

Adding captions to your video means that the text of your script is synced with the video in real-time. Having your spoken words appear as captions in your video means that your content is available for any audience.

People who want to watch your video in a place where they may not be able to have the volume on can still do so. In fact, 85% of Facebook videos are watched without sound. Studies have found that videos with subtitles are 80% more likely to be watched in full.

You can easily add captions to your videos via your video editing software. In addition, you can also add captions to your videos using tools that Google Drive and YouTube video editor provide, or a service like Subly.

2.  Make a Transcript of the Video Content

Not everyone wants to watch videos. A smaller percentage of people still prefer to read when consuming content online. These are often people who are busy and are either great speed readers or like to scan articles for important information.

You can reach these people by providing a transcript of the words in your video on the page the video is published. The full script of the video should be written out from start to finish.

You can either write out your script yourself, or you can use a free service like Happy Scribe or oTrascribe to convert the audio in your video to text.

The Apostle Paul said, “I have become all things to all people so that by all possible means I might save some. I do all this for the sake of the gospel, that I may share in its blessings.” In a similar fashion, as an author, by adding captions to your videos and including a full-transcript of your videos, you are ensuring that your content is accessible to anyone who may be interested.

Related Posts:
Are You Using Video?
Are You Using Videos in Your Marketing Efforts?
Using Video to Promote Your Book

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Presence: It’s Essential in Selling Books

Do you know the answer to these questions?

  • Which online store nets 49% of all money spent on online shopping?
  • Where do half of all online product searches begin?
  • Who sells half of all print books in the United States?

Presence: It's Essential in Selling Books

In case you have not yet guessed, the answer to all of these questions is:

Amazon

Amazon is the behemoth of book sellers.

Here is an important marketing tip:

If you are an author trying to sell books, then you want to have a presence at the store selling the most books.

Okay”, you say. “I have my books for sale on Amazon. I’m good. I have a presence there.”

Yes, but the greater your presence, the better. So, how do you increase your presence on Amazon? I suggest you try these two strategies.

1. Complete your Amazon Author Central Page

I am still surprised at how many authors skip this important step. A recent cooperative marketing effort with Christian Indie Publishing Association (CIPA) featured four of our members’ books. I was dismayed to find that only one of those four indie published authors had taken the time to complete their Author Central page.

Amazon’s Author Central allows every author to have a greater presence on Amazon’s website. On this page, you can upload a photo of yourself, write a biography for readers to start to know+like+trust you, and make sure all the books you have penned show up on this page.

Authors who skip this vital step on Amazon are truly leaving marketing dollars on the table. Creating an Amazon Author Central Page is free! This Page allows you to expand your presence on Amazon. It’s a great marketing tool.

You can set up your Amazon Author Central Page at https://authorcentral.amazon.com.

2. Advertise on Amazon

I recently heard a marketing expert say the following:

“The first wave of advertising on the Internet was Google. The second wave of advertising on the Internet was Facebook. We are now in the third wave of advertising on the Internet and it is Amazon.”

In 2019, Amazon secured $9 billion in ad revenue. This number is expected to reach $38 billion by 2022. Since 50% of all product services start on Amazon, then advertising on Amazon is a smart move. Advertising with this online store helps increase your presence.

Amazon Marketing Services (AMS) allows any author with a book in advertise the book. These ads are pay-per-click, meaning that you only pay when someone clicks on your ad. AMS allows you to control how much you want to spend per click and per day. Setting a daily marketing budget with AMS of a few dollars shows your book to many more readers than just having your book on the site.

If you are not sure how to get started with advertising on Amazon, you can take the FREE course offered by Kindlepreneur at https://kindlepreneur.com/ams-book-advertising-course.

Related Posts:
Amazon: King of Book Sales
Three Challenges in Selling Books
Selling Books is Challenging

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Photo courtesy of justynafaliszek.

How to Turn Book Browsers into Buyers

Lookie-loos are everywhere. These viewers often look with no intention of buying. The Internet is full of these individuals.

How to turn book browsers into buyers.

According to a study by Marist College and National Public Radio (NPR):

  • 76% of U.S. consumers shop online.
  • 44% of online shoppers start at Amazon, while 33% start with a Google search.

So, whether you are attempting to convince people to buy your book on your own website or on Amazon or another online bookstore, your job is to convince the lookie-loos to buy your book. To effectively do this, the following three book elements are of primary importance. Make these count.

1. Cover

Your book cover is part of a reader’s first impression of your book. Therefore, it is your number one marketing tool. Your book cover will either draw a reader in to learn more about your book or send them on their way, looking for something else to read.

In fact, in one study, 63% of consumers said good images are more important than product descriptions. So, don’t’ skimp on your book cover. Make sure that you use a professional design.

The two best places to spend money on your book is on the cover and on editing. The cover will draw readers in. The editing will make your book compelling causing readers to become fans and promote your book.

2. Title

Your title, like your book cover, has the ability to draw a reader to want to learn more or send them packing. To grab attention the attention of a lookie-loo and encourage them to take the next step, be sure that your book’s title does one of the following:

  • Makes a promise to the reader about what they will get from your book.
  • Creates intrigue to draw the reader into wanting to know more.
  • States a need that the reader has in her life and your book addresses.
  • Clearly communicates that contents of the book.

3. Description

People want to know what they will get out of buying your book. This means that you must answer the “WIIFM” (what’s in it for me) question. Start your book description with a hook. A compelling statement or question that hooks the person reading it into wanting to know more.

Don’t make your book description too wordy. Remember, people scan text. To make your book description scannable:

  • Pull out points and make them a bullet list.
  • Keep your paragraphs short.
  • Highlight keywords.
  • Put your most important point first.

End your book description with a strong call to action. Tell the lookie-loo what you want him or her to do next. Use this call to action to tell them to purchase your book so that they don’t miss out on what your book will give them.

Related Posts:
Is Your Book Cover Too Cluttered?
Sell More Books with Better Descriptions
Is Your Text Causing Cognitive Overload?

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Photo courtesy of t-watanabe

The Five Steps of Effective Marketing

If only marketing were as easy as writing the book.” These words of lament were spoken by an author who was struggling to market her book.

I agree. Marketing takes work—lots of work. It also takes time and some money.

However, understanding the five steps to effective marketing, based on E.M. Rogers’ Diffusion of Innovations Theory, can help you better focus your marketing efforts.

5 Steps of effective marketing

Step 1:  Knowledge

First people have to be introduced to you and your books. They must know about the books you are offering. It’s about name recognition. It takes repeat exposures before people notice and retain information about your books. Getting known in a saturated world is not easy. If you run an online ad for a book and that ad receives 5,000 impressions (meaning it is shown to 5,000 people) only six people will remember  seeing the ad.

Step 2:  Persuasion

Just because someone knows about your books does not mean that they will buy them. You have to persuade them that doing so will improve their life. Zig Ziglar said that there are five obstacles to every sale: no need, no money, no hurry, no desire, and no trust. You must overcome these obstacles to persuade people to buy your books.

Step 3:  Decision

Once someone has the knowledge of your books and the persuasive reasons to buy them, the next step is decision. The person must decide to purchase your books. Sometimes people decide “yes”, sometimes they decide “later”, and sometimes they decide “no”. You can encourage people to make a “yes” decision by giving them the urgency to act now. One technique to create urgency is to offer a limited time sale.

Step 4:  Implementation

Implementation involves carrying out the decision to buy. Once the decision is made, the person must carry it out. Yet buying in and of itself is not the end of the marketing cycle. The second part of implementation is for the buyer to read the book.

Step 5:  Confirmation

This is the final step in effective marketing. It is an important step. Confirmation is when the buyer reads your book and becomes a fan. Because they become a fan, they help spread the word about your book to their family and friends. Remember, word of mouth sells books. Confirmation from buyers is what grows your marketing cycle. The buyers tell others who then come to knowledge of the book, increasing your marketing reach, which grows your audience.

Related Posts:
Awareness Is Always the First Step
Sticking to the Basics
Follow these Four Steps to Success

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Grow Your Audience In Spite of a Pandemic

The coronavirus has upended our world. Almost everyone across the country – and even the world – is now facing “Shelter in Place” restrictions to limit the spread of the virus. Most businesses are taking a significant financial hit.

Grow Your Audience with Radio and Podcast Interviews

As an author, you can still grow the audience for your books—right from your home—during this pandemic. The good news is life has not ground to a complete halt. While where we go in public has been restricted, where we go on the Internet is still wide open.

Online radio and podcasts are still open for business. These shows are still interviewing people. Since radio and podcasts are all recorded over the phone or the Internet, there is fear of spreading the virus. So, the shows go on.

People are still listening to radio and podcasts, and may even be listening more because they have more time to do so, as their leisure activities are restricted. Being a guest on radio shows and podcasts is a great way to grow your audience.

As an author stuck at home, you can spend time securing radio and podcast interviews. And conduct them right from your home over your phone or computer.

After all, people need to hear a message of hope during this difficult time. As a Christian author, you have that message.

Christian Indie Publishing AssociationIf you are not sure how to go about securing interviews on podcasts and radio shows, I suggest that you join Christian Indie Publishing Association (CIPA). We are running a Coronavirus Special during the month of April.

The Membership fee has been reduced to $75. With your membership fee, you will have access to the following:

  1. List of over 100 Radio and Podcast Shows actively interviewing authors – with host names and contact information. The value of this list alone is worth more than your Membership fee.
  2. Reference Guides on:
    • Creating an Author Media Kit
    • How to Pitch the Media for a Guest Interview
    • Tips for a Successful Media Interview

Being interviewed on a radio show or podcast is one of the best ways to grow your audience and expose more people to your books. Take advantage of your “Shelter in Place” time to grow your audience. It will pay off.

Related Posts:
Are You Pursuing Radio Exposure?
Are You Leaning into Your Authority?
Do You Want to Sell More Books?

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Photo courtesy of Christina Morillo.