Build a Platform Without Steroidal Fluff

#blogging #platform #social media

Building a platform often includes creating a blog. First time bloggers are usually overwhelmed and have no clue where to start. Let’s take a look at a few ideas that will get you successfully started on building your platform.

First, you need to ask yourself a few questions:

• Do you have time to create a blog?
• Are you committed to maintaining a blog?
• Will you bring something new to an already over-saturated market?
• Can you adapt to market trend changes?
• Do you see blogging as a burden?

Social media is booming and everyone feels like they need a platform. Blogs and podcasts are all over the web and it seems like everyone is concerned with content. People think beyond words when it comes to blogging. Content includes videos, images, and podcasts. In order for your blog to attract interest, you must provide information that people want. Merely creating steroidal fluff will get you criticized and ignored.

Your blogging content needs:

Valued Information – Share content that you have learned and are knowledgeable. Teach others what you know. Try not to sound like everyone else. This will help establish credibility, trust and likability.

Creative Mixture – Your blog must keep visitors interested and entertained. Utilize images, photos and videos to get your points across in an exciting and creative way.

Distinction – Separate yourself from others by approaching your topic from different angles. Don’t be afraid to allow other knowledgeable colleagues to guest post on your blog. This will help you gain access to new patrons that might not otherwise visit your blog.

Consistency – Blogging once a month is unacceptable as readers will forget about you or lose interest. Most readers have a reading schedule, so post a schedule for your blog and stick to it. Blogging 2 to 3 times a week should be sufficient.

Organization – Readers who find your blog for the first time will want additional information similar to what initially landed them on your blog. Creating static web pages with your best posts in various categories is an excellent way to organize an archived system. Have a search feature in the sidebar to make it easy for readers to find what they are looking for.

Search Engine Optimization (SEO) – While it is important to get your pages ranked higher on a web search, steroidal fluff stuffed with multiple keywords in your titles and posts could backfire on you. Google may drop your site in the rankings and you and your site could be labeled unreliable and untrustworthy. The best SEO is creating original content that is relevant and helpful with a few select keywords.

The Best Social Media Site for Authors

#goodreads, #reviews #authors

Without a doubt www.goodreads.com is one of the best social media sites for readers and authors to connect on the Internet. The site has over 5.6 million visitors each month and 20 million total readers overall. Unlike most reading and book communities, there are readers than authors. With more than 100,000 authors participating on Goodreads, the ratio is still 1,000 readers per author. You won't find a better site that will give you that kind of access to avid readers. 

Most Goodread readers are addicted to reading. They love to talk about books and share what they've read and are currently reading. This means reviews for authors--and lots of them. Goodreads users create favorite lists by years, topic, genre and quotes using Listopia and readers' actions are published on a newsfeed to their friends and connections. Modern readers are savvy at using social media. They upload book covers and link them to Amazon and auto post reviews to all their other social media accounts.  

Goodreads uses an algorithm similar to Netflix to recommend books to readers who have read and liked specific genres. Books can only be put on the recommendation list after receiving a few hundred ratings. After your book has been out for a while, offer the ebook version at a discount or for free or for a discounted price for a couple of days and those ratings will start rolling in on Goodreads. 

Everyone on Goodreads must first create a free basic reader account. Once you have done this, you can then contact Goodreads and ask to be listed as a Goodreads Author. Using the Author features on Goodreads provides so much more. Upon the Rock Publicist includes Goodreads as part of our social media package because we believe it is imperative to authors who are building their online platform to sell books. 

Create an Author Page

Join the Goodreads Author program to get a dedicated author page and link all your books, connect your blog to auto post on your Goodreads Author page, create giveaways, create reader groups, advertise, publicize upcoming events, post videos, post quotes from your books, list a quiz, and get a widget for your personal blog or website to showcase reviews for your books. Goodreads provides a detailed instruction page that will walk you step by step through the setup process. 

List Your Books on Goodreads Listopia

Search through the Listopia section on Goodreads and find appropriate lists for your book genre. Click the “add books to this list” tab and do a search for your book. You can also add other books to the list. Be sure to vote for your books and ask your friends and readers vote for your books on the lists. Often the difference between 30th and 10th on these lists is only a few votes. 

List Your Printed Books on Giveaway Campaigns

List your print books for a giveaway on Goodreads for a limited time. Be aware that ebooks are not allowed. On average, 825 people enter each Goodreads giveaway and over 40,000 enter book giveaways daily. This will expose your book to a huge number of readers that may otherwise not hear about your book and some of them will go ahead and list your book on their "to read" list. 

Schedule Book Discussions

Goodreads allows you to host discussions about your book. Readers can ask questions and talk with each other about your book, and authors can be as involved as they choose to be. For the steps on how to start a book discussion, visit Goodread’s Featured Books.

Link Your Blog to Goodreads

If you choose to connect your blog to the newsfeed on your Goodreads Author page, Goodreads will email your fans once a week of all your new blog posts. This is a great way to reach other readers that may not have subscribed to your regular newsletter and will remind them about your work and keep your name in front of them. This is part of the Goodreads Author Program.

Ask Readers for Reviews

Since Goodreads features books based on the number of reviews, you will want to get as many reviews as possible. While it's natural to want a higher number of positive reviews than bad reviews, even the bad ones increase your overall number of reviews, which is all the algorithm takes into consideration when promoting your book on the Goodreads system. 

Advertise

Advertising is optional, but has its advantages if you can swing the budget for it. Be sure to target people who read your genre, give high ratings and reviews in your genre, and target the fans of other authors whose books compete with yours. Don't forget the reviewers who have rated your books in the past. Ads cost a minimum of $0.10 per click with a default rate of $0.50 per click, which is more affordable for those with lower budgets. 

The Dilemma of Sinking Sand Pits for Midlist Authors

"I've always wanted to write a book."

As an author or a pre-published author, how many times have you heard this statement the moment someone discovers you're a writer? My guess, is quite often, and the longer you write, the more you will hear it.

I love writing and the publishing market, but I'm witnessing lots of changes that can be seen as both positives and negatives. Even if you're a "glass half full" kind of person, you need to be able to recognize the negatives so you can brainstorm and develop ideas on how to turn them into positives. In other words, you can't find a solution if you do not first recognize that there is a problem.

The changes that are taking shape in the publishing industry is affecting all writers whether they are the million dollar writers, multi-published, award-winning, midlist, traditionally published, POD published, e-published, or self-published. No one is exempt from the paradigm shift that is taking place, not even agents, editors, publishers, publicists, or marketers and designers that work in the industry.

What am I noticing?

Almost everyone who wants to write a book IS writing a book and the publishing market is being flooded with all kinds of books--increasingly, self-published e-books. This has its advantages and disadvantages. I've listed a few below, but there are many more points not listed that we could discuss.

Advantages for authors are:

• Not having to wait years to see their books in print 
• Having full control of their manuscripts from writing, editing to cover design
• Ability to set pricing controls and adjust it to market fluctuations
• Higher royalty payments 
• Publishing niche books that may not appeal to the general audience

Disadvantages for authors are:

• No advance
• All marketing and distribution is on the author's shoulders
• May cost more of a personal financial investment
• Higher chance of releasing books before they are ready and when more edits and rewrites are needed 
• Building a platform from scratch, since even traditionally published debut authors have the publisher's platform to start from

Now, midlist authors whether they are traditionally published, POD published, or self-published via ebooks are competing in a flooded market that is either swallowing them up or leaving them on the shore mired in sinking sand. A few are doggie-paddling to a row boat. Only the million dollar authors are on the nice yachts sailing through the water on the sails of their publishers' marketing budget. The impact on them is much less than the rest of us, but a wave might flip them over every so often.

What is the solution?

It's already been identified--a solid platform.

But how does one get there without starting out as a celebrity? 

I wish I had a short, simple answer that would take care of all our worries that would launch us to the platform where we all dream of being. The truth is, there isn't one simple answer. No publicist can provide a miracle. What we can do is give you consulting advice and get you started on a marketing plan that will increase your sales as time progresses and from one book launch to the next. When deciding on a publicist, take a close look at that publicist's Social Media following and stats--most likely, that is the market to which they are able to market your book. Overall, each author will need to take advantage of every possible marketing opportunity. Do not give up. Be consistent and recognize that slow progress is still progress.

What has been your biggest challenge to building a platform?

Why Marketing Plans Are Important to Authors

Regardless of whether you're pre-published or published, writers should consider creating an annual marketing plan. Such a plan helps you evaluate where you are and prompts you to think about where you want to be at the same time next year. Otherwise, you're just floating along and hoping to make progress without really being deliberate, consistent, or strategic.

If you have new books coming out, you probably have a book launch campaign and you could incorporate that into your overall plan, but don't let your campaign be your only plan. There are some basic steps you can incorporate into your daily routine that will build your platform while you write the next book. If you're pre-published and you aren't yet doing any speaking engagements, radio talk shows or book signings, I'll bet you're online and could benefit from a marketing plan that would increase your social media platform.

It isn't necessary to hire a professional publicist to create your marketing plan unless you're published and at the stage where you need to take your platform to the next level. If you've never written a Marketing Plan, you can start out with something basic, depending on how much time, money and effort you want to put into your marketing plan. No boiler-plate marketing plan is going to work for everyone. We are all different, our schedules vary, our talents unique, and our books are in various niches. The marketing plan you create for 2012 may not be the best one for you in 2013.

Below are some basic categories I would suggest to start. 

• Book Launch Campaigns - If you have any new books coming out this year.

• Internet Presence - This is your home place on the web. It's usually your domain location whether it be a static website or a daily/weekly blog. 

• Traditional Media - TV and radio shows, newspapers and magazines, and places to distribute media releases. These days most authors are concentrating on using traditional media through local outlets unless they are a huge NY Times best seller.

• Social Media - Facebook, Twitter, LinkedIn, Pinterest, Google+ and YouTube, as well as online forums.

• Digital Media - Blog interviews, e-zines, podcasts, videos, and video book trailers.

• Speaking Engagements - Conferences, workshops, webinars, video conferencing, Skype and Google+ Hangouts.

• Book Signings & Readings - Some of these are just signings and others allow authors to provide a reading, offer Q & A, or give brief presentations.

• Print Publications - Graphic Design and printing of bookmarks, flyers, business cards, postcards, signs, banners, magnets, and memorabilia.

If you noticed, I've absorbed Public Relations into Traditional, Social and Digital Media. It's started taking on different forms these days, but should be utilized in all three mediums as needed. How best could you see yourself using a Marketing Plan? Do you think it would help keep you motivated and give you milestones to target?

New Publishing Trends Increases Authors' Need for Platform Building

It's true, history repeats itself.

It would be nice if society could learn from past mistakes, but we seem doomed to ignore the hard lessons previous generations have learned and make them our own challenges with a modern spin on it. While it may look a bit different with new technologies, different people, places, and time--the ultimate issues are still the same.

People are hungry for power. They work hard to build a business empire, rake in as much profit as possible, put competition out of business. They start out with excellent customer service because they have to, but once they're on top and the only game in town, they begin flexing their muscles and setting unfair prices, contracts, and percentage rates with their partners.

Who are we talking about? The publishing industry.

First, it was the small publishers who were ousted by the big six publishers in NY.

Now, it's the big six along with book stores, facing the threat of the powerhouse of Amazon.

As usual authors and agents are caught in the middle. We're still producing our stories. Agents are still submitting them, but we're all listening, trying to discern where the winds (or trends) will lead us.

Here's one thing that won't change: 

• The old publishing model depended on an author's platform and their ability to promote themselves.
• The new publishing model will still depend on an author's platform, and more so, especially their online platform. 

Do not be discouraged or deceived. Every new follower you gain on Facebook, Twitter, and to your blog--matters. Every new subscriber you receive to your email newsletter--matters. Each new connection you make on Goodreads, Google+ or Pinterest--matters. It's one more person who has the potential to hear about your books and buy them, including whoever they have the ability to influence. This is limitless. Promotion is hard and sometimes it isn't fun, but it does make a difference.

People can't buy books they've never heard of before. And even if they've heard of your books, you must give them a reason to buy your book over all the other many choices competing for their attention. Sometimes it's by allowing them a chance to get to know YOU through interviews, personal blog posts, book signings, and sharing the blessings God has given YOU to pass onto THEM. People are more willing to buy and support an author they feel like they know than from someone with whom they have no connection. 

Thus, authors not only need to network with agents and authors, but these days they MUST network with readers as well. Social Media has given authors a direct platform to readers. No longer must they work through the gate keepers of traditional media and old-fashioned PR to reach their readers.

I want to leave you with a link to a blog post that will make you think.
Amazon--Beware of Greeks Bearing Gifts by Kristen Lamb

Who's Responsible for Platform? Author or Publisher?

I came across a 5-part series blog on Death of Traditional Publishers? by Author Kris Tuella. While I don't believe traditional publishing is dead, I do believe it is changing and facing some unique challenges and competition that won't go away.

Traditional publishing won't die, but it will have to transform in order to survive. It's a business and true leaders understand that transformations like this happen in every business and industry. Innovative leaders look at this time as a great opportunity. It's a time to try new business models, be creative, and get excited!

Authors need to realize they are a business and it's an exciting time for them as much as anyone else in the industry. So many opportunities are opening up to authors that didn't exist before. Authors now have direct access to readers regardless of where they live. The Internet and social media are a new tool that Christian writers can use as a writing ministry.

After reading this series, I thought it was very informative and brought out some perspectives I haven't before considered, so I've posted links at the bottom of this post.

I've always been a staunch advocate of traditional publishers and will continue to be. Many traditional publishers have been supportive, helpful, and wonderful to work with. However, I'm also one who believes in computers, online platforms, and author marketing. That said, as an author, I'd be like an ostrich with my head buried in the sand, if I didn't take every advantage of what traditional publishers can offer and what I can do in promoting myself, my work, and building my online platform and that of my clients. I view my relationship with publishers as a partnership.

With the ever-present changing world of publishing, authors must try and survive--to do their part. It isn't the publisher's job to build an author's platform. If those days ever existed, they're over. 

One thing these articles drive home is the fact that author brands sell books not publisher brands. To borrow from a key point posted by Tuella, no one goes around saying, "I just bought a Random House book." Instead, you'll hear people saying, "I just bought a Karen Kingsbury book."

People notice when you go the extra mile or take a few additional steps to do more than you HAVE to do. They not only, notice, but they remember and appreciate it. They may even promote it to others. 

Below are the promised links to Kris Tuella's blog articles. 

Death of Traditional Publishers?

(Note: These links are to a secular blog)

Part I - A Compilation of Opinions

Part II - How to Save Themselves

Part III - Death, Thy Name is "Smashwords"

Part IV - The Game Changer by Robert W. Walker


Part V - The Game Changer by Robert W. Walker (Continued)