Archive | Internet Marketing
Emerging Book Trends
If you think runners on the floor of the New York Stock Exchange have it rough think again. The book writing and selling and realm is one of the most competitive industries around. Staying abreast of what’s moving off the shelves and what’s getting picked up by publishers can help you increase the likelihood that your own creation won’t become a stalemate.
To learn more about what books are selling and what books aren’t sign-up for the Publisher’s Lunch at publishersmarketplace.com. You’ll receive a weekly recap of the previous week’s top book deals which provides some great insight into what genres are gaining traction. You can use this to focus your own strategy before you put a pen to paper or fingers to a keyboard.
Another break in technology that seems to be gaining momentum is the use of digital autographs. By using a services like Long Pen, authors can virtually sign their books for fans and cut costs associated with travel and touring for book signings. Award-winning author Margaret Atwood has employed and utilized Long Pen with great success. For more information visit Syngraffi.com.
There are many outlets that are beginning to use on demand print options like the Espresso Book Machine (EBM). The equipment allows businesses to print as needed and when requested which is a huge cost saver compared to traditional book publication methods. This technology is available throughout the United States at select libraries and book stores and is anticipated to become more widely available as others integrate EBM into their list of services. A complete list of EBM publishers can be found at ondemandbooks.com.
Access online communities for authors like Redroom and BookTalk and visit the forums to learn more about how other authors and readers are discovering trends and innovative ways to market and publish their books.
Content Marketing For Authors
When people hear the word ‘content’ as it applies to the web, people immediately think that it pertains only to what’s written. However, that’s not entirely accurate. Content actually encompasses quite few things, such as webinars, podcasts, PowerPoints and other various elements. For authors and writers, all of these various pieces can come together to create a substantial marketing presence.
Authors can use content marketing to develop PDF versions of select chapters from their current work, or even upcoming and in progress pieces, and make them available on their website for fans to download. Using available social media strategies like Twitter, forums and other platforms, authors can promote the availability of new content.
Beyond promoting their current books, authors can also develop content that can be positioned as a resource for other struggling novelists and writers. If you’re an author that has had great success in getting your book published my a major firm you might consider putting together an e-book that passes on your knowledge and experience to other writers. You’ll position yourself as someone who’s willing to help and who has hands-on experience. People value and respect both of these characteristics.
As an author, try to keep your content marketing efforts sincere. In other words, don’t get caught up in sounding too much like someone with a sales pitch. Sincerity will take you much further if you introduce your content as something that you feel could actually benefit others.
When you begin creating your content, think about putting it together in much the same way that you would write a book. Get organized, create a plan and begin assembling. Make your content shareable, show that it value, optimize it with keywords and don’t forget to set-up analytics so that you can track how many people are downloading what you’re giving them.
Authors may find that building good content might take some time, but the end-result is well-worth it.
Social Media & Internet Advertising: How Can They Work Together?
So you’ve written your book and you’ve laid out out your social media marketing plan to help promote it. Things look good and you’re ready to dig in, but the one area that you’re struggling with is advertising. Should you advertise online and how can you tie it in with your book’s social media efforts? Is it even possible? Good news! These two marketing components work very well together and incorporating internet ads with your social media platform has the potential to yield solid results.
The question that many authors ask is whether social media advertising actually works? Sure it’s great to set-up your Facebook Page, but will promoting it with pay per click ads do anything for you and your novel? Actually, it can. It’s important to understand your social media channel that you’re using. This means if you’re going to advertise on Facebook, educate yourself on the process. Same thing goes for LinkedIn DirectAds. Know the channel before you dive in.
As an author, keep in mind that social media is about connecting with people who want to read your book and who enjoy what you’ve written so far. They’re your target audience. Advertising via social media should be focused on bringing more of those same potential fans to your book’s social media profile. Target these users with advertising messages that will resonate with them, not with the general populace.
You’ll also want to make sure that the social media ads that you’re creating build on the social media content that you’re creating. For instance, if you’re sharing a chapter from your upcoming book on your blog then make sure that you’re teasing readers about it through your ads. As buzz is generated don’t forget to take part in the conversations. Traditional advertising methods no longer work in new media. It requires interaction on your part so be prepared to jump in and discuss what you’re promoting.
Advertising and social media can work well together as long as you’re taking a planned approach rather than haphazardly throwing dollars into a random click campaign. Take the time to get learn about your audience and how they typically respond to ads on each channel. Your diligence will pay off.
White Papers, eBooks and Reports: Freemiums
One of the more popular business models that websites utilize is the freemium model. The freemium concept is very simple. You basically allow your basic website members to use, or access, certain areas of your website for free, but if they upgrade their membership to a paid version they unlock extra features and areas that were previously off limits. Pretty straightforward.
For authors, the freemium model is a fantastic way to give loyal fans and readers incentive to become paid members of your online site. This can be accomplished by sharing a white paper, ebook or even a report. Knowing what the difference is among each of these will help you develop content accordingly and make it available to win over interested individuals.
A white paper is a great tool that can be used to sell your services. Typically, a white paper contains quite a bit of copy and a few graphics that are assembled in a persuasive way. The purpose of the white paper is to sell your point of view and usually argue from a specific position. Think of a white paper as written form of opinion that uses facts to support what it is you’re boasting about.
Sometimes, people confuse white papers with reports, but they’re not the same. A report is more along the lines of an article. It’s purpose isn’t to sell, but to convey, or educate. For many writers, a white paper or report won’t be as frequently used as an ebook. Ebooks are electronic versions of a book and they can be written on just about anything you can think of.
Now that we have a better understanding on what these three items are we can use them with the freemium website model. Consider creating a white paper, report or ebook that can be downloaded for free to entice your audience to learn more about your written body of work and you as an author. These free ‘teasers’ can demonstrate your experience, credibility and even highlight your accomplishments. All of these things are contributing factors to who you are as an author and why someone would want to read more of what you’ve written.
Once you’ve hooked your reader, turn them into paying fans and site members by providing them with access to content and material that basic members can’t receive. It’s an exclusive way to say thank you for their support.
SEO and video: get better search results for your book
If you’re an author with a video trailer you’ll want to take full advantage of search engine optimization (SEO) techniques that can be used to enhance awareness of your video with the search engines. Optimization means utilizing keywords and other elements that add terms and tags to make your video more relevant for user searches.
Let’s say that you’ve just written a publication roasting coffee beans. Your SEO efforts would include specific words, like roasting, coffee and book, so that your video would be more likely to appear in Google’s search results. In addition, there are many other SEO steps that you can take to promote your book’s video.
1. Title
Start with a catchy keyword title. Remember that catchy is different from obscure so try to avoid getting overly creative. Keep it simple and use keywords that can be directly associated with your book, subject matter and general content.
2. Video Transcript
YouTube is evolving and this is a good thing. Word on the street is that it will begin to use voice recognition to capture audio which will then be made searchable. This will bolster the likelihood of your book video appearing in related searches. This technology is coming down the pipeline so prepare for it now by creating a keyword focused transcript to accompany your video trailer.
3. Meta Data
Meta data is a fancy term of descriptive keywords, or tags, that are used to find your video book trailer. There are many free online tools available that can help you discover popular and relevant keywords that you can use in your meta data. Use single words, two-word phrases, even three-word phrases. A word of caution on meta data – try to limit your meta data collection to around 16 to 18 word, otherwise you’ll appear to ‘spammy’.
4. Sharing
Put all your hard SEO work to good use and share your book trailer video on other video sites. Beyond YouTube, there are countless other video sites and uploading to each one can be time consuming. Try using a video distribution service like TubeMogul to get your SEO video out to the masses.
5. Syndicate
Publicize your video by using RSS feeds like Blinkx. Send the URL link to your video and you’re done. Millions of people will now have instant access to your book trailer.
Authors, Books, Business & Multiple Streams of Income
As an author, selling your book should be first and foremost on your list of to dos. Selling copies leads to revenue and that’s what pays the bills. Beyond selling your book, did you know that there are other profit avenues that you can explore and expand on? Well, there are and to make things easy, we’re highlighting a few of them below.
Ebooks
These days, quick access is the name of the game. With the advent of the internet, people have become more impatient and used to clicking a button to download what they want. Fortunately, you have the ability as an author to tap into the world of instant gratification for consumers by creating an ebook. Convert your printed version into a PDF document and charge for live downloads and online purchases.
Audio
We’re a race of people on the go. From working out at the gym to extended commute times to the office, there seem to be fewer hours available to curl up and enjoy a good book. Not anymore. Authors can adapt to the fast-paced lifestyle of people by developing an audio version of their books. It can easily be downloaded and burned to a CD or MP3 player for portability and listened to while on the move.
Ecommerce
Brick and mortar retail locations are great and they’re certainly not going extinct anytime soon. However, make it more convenient for readers to purchase your book by incorporating ecommerce into your website. Customers can avoid long lines and inventory fluctuations when they buy directly from your site.
Affiliate Programs
The largest affiliate program comes from Amazon Associates and if you’re an author it’s a must that you join. Through the program, website owners feature Amazon.com ads on their sites for books and products. When site visitors click on your ad, you receive a commission for the sale of your book. There are many affiliate programs available, as well as resources that compare and contrast their features and benefits. Do your homework and find one that suits your needs and you’ll be on your way to sales and profits in no time.
There are many other ways to generate additional points of income from your book. Explore the web for inspiration and test the waters for yourself.
Sell your books online? E-Commerce advice for authors
Unless you have bottom-less pockets or access to a well of money, most authors will need to sell their books from their own websites. Dedicating a portion of your site to e-commerce is an excellent way to move inventory and collect profits. No surprise, there’s an amazing amount of e-commerce information available for anyone seeking to learn more. After combing through countless sites, blogs and articles, we discovered some standouts.
If you’re just starting out and wondering what you’ll need to include in an e-commerce site, consider reading 5 Universal Principles for Successful eCommerce Sites. Smashing Magazine has written a detailed piece that walks you through some of the core features that an e-commerce site needs in order to be effective.
Unlike a basic website or a simple blog, e-commerce sites require additional functionality in order to process financial transactions safely and securely. Depending upon what your needs are, the amount of inventory that’s being sold and what your budget parameters are, you may want to consider using Magento. As an open-source e-commerce platform, Magento has a tremendous amount of support and customization options for users. The high-level of flexibility makes it a leader in e-commerce software solutions.
Conducting research on e-commerce trends, industry changes, new technology and consumer demographics is vital to remaining competitive and staying business. Knowing that consumers are growing averse to using credit cards for online purchases or why they’re abandoning shopping cart sites can help you avoid failure before you have a chance to get started. Research can also dispel any myths or preconceived notions about e-commerce. For instance, men spend more than women online not vice versa.
Launching an e-commerce site sounds like a great idea, but if you don’t really know where to begin it can seem pretty intimidating. A quick read of E-Commerce Explained: A Research Paper will help synthesize the process and make the concept and process easier to digest.
It’s important to keep your finger on the pulse of the e-commerce industry. Knowing that e-commerce growth is slowing, but still out-pacing retail can help with profit forecasting and expenditure reduction. Digging up data that shows how Facebook and social media is influencing the buy process can be used to adjust your marketing strategy.
Take some time to get familiar with what works, before you spend your resources on implementing an ecommerce plan. If you do it right, you’ll have your e-commerce shopping cart full in no time.
Month 1 Conference Call
Here is the conference call from our first month.
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4 Top SEO Programs for Social Media Marketers
I was just listening to Susan Bratton interview Bruce Clay on Dishy Mix. It was a great interview and reminded me that most people dive into social media without understanding how much it is influenced by SEO. Any and all media, whether or not it is fed to a community on a social networking platform, must be able to be found and relevant. Obviously, the keywords in the title of any content will let folks know if it’s relevant to them or not, just for starters. The success of your social media content in creating traffic for your site is directly proportional to how much you understand SEO.
Social media marketing campaigns created and implemented without the use of top notch SEO, will under perform. So I pulled together a short list of on the ground SEO training that would benefit any Social Media Marketer.
#1: BruceClay Inc
BruceClay Inc is the undisputed leader in the SEO realm when it comes to imparting quality SEO coaching and online marketing programs. Led by Bruce Clay – the Web Marketing Tzar – BruceClay Inc is perhaps the best place for every serious webmaster looking for SEO coaching of impeccable quality. Known as SEOToolSet®, the SEO training package offered by BruceClay Inc is perhaps the most updated which exists since 1997. Scores of SEO consultants and Search Engine Marketing firms have benefited from this superlative SEO program and Certification Training which are based on time-tested search engine optimization methods.
How Much Does It Cost?
Quality comes with a price tag – the training cost for SEOToolSet® can cost you anything between 1795 USD to 1195 USD depending on the type of course you want to choose (please visit the website for details on the program), but the training empowers you with invaluable SEO expertise which will help you online business.
#2: Tampa SEO Training Academy
Officiated by Starship Computer Services of Florida, the Tampa SEO Training Academy offers customized SEO workshops for its clients. This institute stands head and shoulders above anything else in the region, with its expertise in SEO techniques. Headed by the industry veteran, Steven Scott, who has a proud association with training Fortune 1000 companies, this institution keeps pace with the brisk changes in the SEO world. Since its inception in 1998, the Tampa SEO Training Academy has found success in optimizing several new and old, but dwindling sites.
How Much Does It Cost?
Classes Conducted Course fee
5 day Mastery SEO Workshop $2095.00
3 day Advanced SEO Workshop $1595.00
2 days Beginners SEO Workshop $1095.00
Conducted by the world famous trio of Robin Nobles, John Alexander and Michael Marshall, these workshops are conducted throughout the USA and Canada. A special SEO mentoring program (6 month duration) is also carried out on a daily one hour basis, after completion of the workshop. And there are no extra charges for this special mentoring. Individual business owners, search engine marketing professionals including Webmasters and affiliate marketers can make the most of these opportunities. Participants are encouraged to bring along their own computers for better use of the skills.
How Much Does It Cost?
Classes Conducted Course fee
5-day Complete SEO Mastery Workshop $1,795.00
3-day Advanced SEO Workshop $1,195.00
2-day Basic Essentials SEO Workshop $895.00
Owned by Tracy Fredrychowski, the Search Engine Academy endeavors to provide SEO training to people throughout the USA, Canada and the UK. Majority of the classes are however, conducted in South Carolina and Atlanta, Georgia. Having been a former student of Robin Nobles and John Alexander, she is well versed in the latest SEO strategies. Her presentation skills receive accolades from her students. Special events in the calendar include a webinar at the Workshop Resource Center, TBA.
How Much Does It Cost?
The current price of the SEO program is not on the website. Fill in the contact form on the website for more details.
A Final Word…
I gain nothing from recomending these programs and I am not affiliated in any way. Also, this list is not exhaustive. I am sure there are other really valuable programs out there. I would like to hear about your thoughts on above the SEO programs. Also, feel free to respond with any other SEO training programs you might have joined in the past.
The Best Online Affordable Courses on Search Engine Optimization
Here is a short list of websites that offer online SEO programs accessible from anywhere in the world. Please note that I am not affiliated with these programs and do not gain anything from recommending them.
#1: SEOBook.com
A forerunner in teaching SEO, SEOBook.com specializes in providing modules (approximately 100) including both video and written training materials. By subscribing you get a copy of a newsletter every month which keeps you on the cutting edge of the new techniques. You also get access to the most noteworthy SEO tools in the business. These include the Duplicate content checker, the website health check, hub finder, local rank, competitive research tool, etc. You get to stay in touch with the fast progressing SEO community and share a pool of knowledge.
The moment you subscribe to learn SEO at this site, you will be provided with an e-book which is a comprehensive reference on SEO.
What’s The Damage?
There is a monthly subscription of $100 when you agree to sign up at the site. The payment transactions are carried out through Paypal with an agreement to end the deal whenever the user feels like.
#2: HWG.org
The HTML Writers Guild or HWG can be your cost-effective option, if you’re looking at learning SEO at affordable fees. The website imparts a wide range of online training courses including search engine optimization. Incorporated since 1994, HWG has over 150,000 members from 160 countries and deliver virtually every conceivable web training program online. Online SEO training program offered by this website spans across 6 weeks in easy step-by-step methods. To make sure the learners get the best from their courses, the website has two experienced course instructors: Cindy McMahen, the chief instructor and Karyn Zoldan, the co-instructor. Cindy McMahen has enviable track records in teaching Website Promotion and Search Engine Optimization programs since 1997.
The website also offers membership subscriptions so that learners can take advantage of their courses at reduced prices. While non-members can sign up for the course at standard prices, members can get the courses at special discounted prices.
What’s The Damage?
Considering the course contents, HWG.org offers perhaps one of the most irresistible online SEO training packages online. Currently, the online SEO course by HWG is offered at 250 USD for non-members and only 150 USD for members. You can log on to the website to find more details on the package.
#3: Expertrating.com
After having established itself in 60 countries in over 200 skill areas, this website needs no introduction. This online SEO training center has already churned out more than 200,000 certified professionals who are now successful businessmen in their own right. With the course structure being defined by experts in SEO, you will have the option of gaining knowledge from the best in the business. Extremely relevant scenarios and case studies are included in the course. Any questions are resolved by the experienced instructor named Robert Viers.
After completing the 6 week course and getting the certification, you can appear for an exam within the next 2 months. The course can be downloaded easily and assignments and quizzes are conducted to enable deeper understanding of SEO. The courses commence every month of the year.
What’s The Damage?
Charging a nominal $99.99 for the certificate, this site is a good one to invest your money in.
So many options to choose from…
This is just a short list and has been prepared based on the performance of the websites offering online SEO courses, their page ranks, the affordability, expert instructors and the ability to download of course materials. Since new and more advanced websites keep coming up on a regular basis, it pays to join many popular SEO forums (Warrior Forum, DigitalPoint, SEOChat et al) and ask people around for their experience with any online SEO courses.
Feel free to post your choices or comments and share your thoughts on this.
