Expecting Fast Results: What A Mistake!

We live in a fast society. A Boeing 787 can fly around the world in 42 hours and 27 minutes. With Google Fiber, Internet connection speeds reach up to one gigabit per second. FedEx allows you to have a package delivered the very next day to almost any location in the world. China’s new Fuxing bullet trains travel at 350 km/h (over 200 m/hr).

We have become so accustomed to fast, that we expect it. Except not everything delivers fast results.

This is true of promotion and marketing efforts. Rarely, do these activities deliver fast results. After all, research shows that it takes on average:

  1. Seven to twelve exposures of a product before a person decides to purchase it.
  2. Nine months of regular blogging to develop a strong, loyal readership base.
  3. Seven contacts to secure a media interview.

I recently received a call from a woman who heard about a book that Christian Small Publishers Association (CSPA) represented at the CBA Unite International Retail Show last summer (in July 2017). The woman had recently talked with a gentleman who attended the show and told him of her need. He informed her that he had seen a book that met her need in CSPA’s booth at the trade show last summer.

The woman looked up CSPA on the Internet and gave us a call. She did not know that name of the book, but was able to tell me her need and I immediately identified which book the gentleman was referring to. I gave this woman the information on the book and the contact information for the publisher.

It has been six months since the 2017 CBA Unite show. Six months after viewing a book, a show attendee told this woman about a book he saw at the show that met her need.

Here’s the deal. Marketing activities usually don’t reap fast results. However, they do reap results for those who are patient.

Even though word spreads fast in today’s digitally-connected world, personal word-of-mouth can still take time. At the right moment, when faced with a need, a product or book is remembered and passed along.

Remember, marketing is all about exposure. It’s about introducing people to your books so that they know they exist. Your job is to get the word out. God’s job is to bring the harvest.

I have always said that promoting a book is a marathon, not a sprint. So, keep marketing. Keep spreading the word that your book meets a need that someone has. It may take months, but the people who need your book will hear and respond.

Related Posts:
Are You Expecting Fast Results?
The Rule of Seven
Are You Competing in a Marathon?

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Marketing Tips for Live Streaming

In my recent article, Five Trends Authors Should Know for 2018, one trend I mention is that video dominates engagement on the Internet. Authors who want the most engagement with fans should consider using video in their marketing strategies.

Live streaming video is growing in popularity. Check out this great infographic that provides great marketing tips for live streaming on social media.

Related Posts:
Should You Use Live-Stream Video?
Using Videos to Promote Your Book
Creating a Book Video Trailer

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Are You Using Videos in Your Marketing Efforts?

In 2017, 90% of the most shared content on social media was in video format. The increase of video online is phenomenal. Check out these statistics:

  • 55% of people watch videos online every day.
  • By 2019, global consumer Internet video traffic will account for 80% of all consumer Internet traffic.
  • 92% of mobile video consumers share videos with others.
  • Companies using video enjoy 41% more web traffic from search than non-users.

Not only are people watching videos online, businesses are finding that videos are effective in selling products. Here are some more statistics that back up this claim:

  • 90% of users say that product videos are helpful in the decision process.
  • Including a video on a landing page can increase conversion rates by 80%.
  • After watching a video, 64% of users are more likely to buy a product online.

Videos are a powerful marketing tool. Should you be using them? Yes.

Creating videos to use in your book marketing campaigns can be a challenge, especially if you write fiction. Other than creating a book trailer for your book, what type of content should you put in your videos?

Interestingly, Curata, a content creation company, found that the top three most effective types of video content are:

  1. Customer testimonials (51%)
  2. Tutorial videos (50%)
  3. Demonstration videos (49%)

Here is the good news. Every author can create the most effective videos—customer testimonials.

Customer testimonial videos don’t have to be fancy. They can just be a quick 30 to 60 second video of a reader talking about how great your book is. Just like this testimonial video for my book Your Guide to Marketing Books in the Christian Marketplace.

Getting customer testimonial videos doesn’t have to be difficult. With a Smartphone camera, you can take them and your readers can create them. Here are three quick ideas to help obtain customer testimonial videos on your book:

  1. Film your friends or family members who love your book sharing their thoughts.
  2. Ask your readers to film their review of your book and share it with you.
  3. Hold a contest with a great prize (like a gift card to a restaurant) and make the entry requirement be that readers share a video of themselves raving about your book.

Make videos a part of your marketing plan for 2018. Start today. Get one or two video testimonials from readers that you can share on your website and on all your social media channels.

Related Posts:
Creating a Book Video Trailer
Using Videos to Promote Your Book
How Visuals Affect Purchasing Decisions

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Enhance Your Marketing with Bonus Content

Recently, BookBub ran a compilation of New Year’s Resolutions from bestselling authors. Each of these resolutions focused on what the author is planning to do in 2018 to more effectively market her book.

One author’s resolution stood out for me. I thought it was worth sharing.

Debbie Macomber is an extremely successful American author. She writes romance novels and contemporary women’s fiction. Six of her novels have become made-for-TV movies and her Cedar Cove series of novel was adapted into the television series of the same name. Many of her books have been on the New York Times bestselling list.

I am seriously impressed by the extras she provides her readers. Here is what she said on BookBub:

“I have always been an author that wanted to do more, something extra above and beyond. In many of my books I have included a recipe used in the book, a knitting pattern or anything to enhance the reader’s experience of connecting to the story while reading the book. Something little, not a lot, but that has garnered big results. I have also built up my reading list by expanding on the experience while reading the books by providing town maps, character lists, and newspaper articles surrounding the series. In today’s digital world, I often offer themed recipe and holiday cards for readers to print and use as well as desktop wallpapers. Each book has a Pinterest page associated with it to help inspire readers to connect to the story in as many ways as possible. Since these efforts have allowed me to engage more with my readers, I’d like to create more of these types of assets in 2018.”

I think this concept of bonus content is worth exploring further. Let me break out for you the type of bonus content that Debbie Macomber gives her readers:

  • Themed recipes
  • Knitting patterns
  • Maps
  • Character lists
  • Newspaper articles related to her story
  • Desktop wallpapers
  • Dedicated Pinterest Board for each book related to topics in the book

Whether you are a fiction or a nonfiction author, you can take a lesson from Debbie Macomber. Providing your readers with bonus content is a great marketing tool. Bonus content rewards your readers and enhances a connection between you (the author) and your readers.

I encourage you to follow Debbie’s example and make one of your goal’s this year to create bonus content to enhance your marketing efforts.

Related Posts:
Sampling: An Effective Marketing Tool
Association: A Powerful Marketing Tool
Your Number One Marketing Tool

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Making Smart Use of Your Marketing Dollars

The number of books for sale every year grows exponentially. Add to that, the books previously published don’t vanish. With digital and print-on-demand technology, books remain available for sale in the cloud indefinitely.

Consider these numbers of books published independently from just four years:

  • 2016: 786,935 books
  • 2015: 727,125 books
  • 2014: 599,721 books
  • 2013: 460,064 books

This means that each year about a half-million books get added to the existing books available for sale. So, this year, there will be another half-million more books competing for readers’ attention.

Since the reading rate in America is holding steady (and has been since 2012), while the number of books is growing exponentially, this means that the ability to attract any given reader’s attention with your title diminishes exponentially each year.

Any time competition heats up, the cost to compete increases also. For example, it is becoming more expensive to reach readers with both Facebook Ads and Amazon Ads as these ads have gained in popularity. Again, thousands of Indie authors, along with traditional publishers, are using these ads and competing for readers’ attention.

The folks over at Written Word Media put it this way:

“The upshot of this increased competition is that authors will have to spend significantly more time on marketing to maintain the results they saw in 2017.”

The CMO of Reedsy, Ricardo Fayet, predicts that as Indie publishing becomes more competitive and requires more and more business and marketing skills, many Indie authors will experience marketing burnout.

I believe that it is more important than ever for Indie authors to be connected to an association or group that provides them support in their efforts. Staying on top of trends and making smart use of your marketing dollars is a must moving forward.

If you are an Independent author or small publisher producing Christian books, Christian Small Publishers Association (CSPA) is a resource for you. Membership is just $90 for the calendar year and provides you great return value including:

  1. Cutting-edge information and training on marketing your books.
  2. Cooperative marketing opportunities to save you money.
  3. Discounts on advertising and other services.
  4. Free title uploads and revisions for IngramSpark.

Here is the deal. If you are publishing a book via IngramSpark, the cost to upload your title (print and ebook) is $49. If you find mistakes and upload two revisions, that cost is another $50. So, the cost to print and distribute your book via IngramSpark ends up costing you a total of $99.

Instead, you can double the return for that money by joining Christian Small Publishers Association (CSPA). With your membership, you will get your book printed and distributed via IngramSpark for free plus get all the other great benefits of membership with CSPA.

It’s better than a two-for-one deal. Don’t miss out. Join CSPA today at http://www.christianpublishers.net.

Related Posts:
Are You Looking for a Formula?
Five Trends Authors Should Know for 2018
Your Book: A Needle in a Haystack

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