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

Authors, Don't Be Fooled By the Recession

There's some good news in the midst of all the bad news, a single ray of sunshine. Whenever there is a recession and people are hoarding their few dollars for emergencies and the unknown, they still need a wee bit of entertainment--history has proven that they turn to books. They're seeking a ray of hope in the midst of their despair and that's when our inspirational books serve their purpose the most. 

Books are cheap compared to lots of other forms of entertainment--both print books and e-books alike. So authors, don't despair, thinking your books won't sell well in this climate. They may sell better than they would have if we were in a booming economy. People can't go anywhere, they aren't taking as many vacations, are eating out less, are spending less time at the malls and stores, are buying fewer gadgets, and that means they have more time on their hands. Eventually, they run out of movies they've seen over and over again, and they get bored with reruns on TV. There's only so much computer time one can take. A book is the next logical choice. 

These days authors also have a form of free advertising at their fingertips that authors in the past didn't have--Social Media. Word-of-mouth advertising is still over 70% effective compared to all other advertising, and according to several recent studies, Social Media has made that percentage sky-rocket. 

If you're on a tight budget, use the tools of Social Media to spread the news of your book. Use blogs, podcasts, vlogs to put out informative, consistent content and readers will find you by word-of-mouth recommendations through Social Media. 

What are some of the silver linings you've discovered in this near broken economy? How has Social Media improved your networking and promotional efforts? Please share and give others a little encouragement. 

Social Media: Stay Connected Monthly Package

Stay Connected Monthly Package ($150)

This package is for authors who have established accounts and who need to be actively promoting and growing their Social Media, but also need more free time to write and meet deadlines. This package includes the following:

Facebook

~ 50 Friend invites and/or readers targeted to your author page per month

 Twitter

~ 300 Targeted followers per month

~ Monitor return follows & unfollowers, mentions & retweets, thank retweeters & mentions

LinkedIn

~ 100 Targeted connections per month

~ Respond to friend requests

Pinterest

~ 50 Targeted connections per month

~ Respond to friend requests

YouTube

~ Upload new videos to YouTube Channel as needed

~ Manage subscribers and subscriptions

~ Respond to friend requests each month

Goodreads

~ 50 Friends per month

~ Respond to friend requests each month

~ Upload new events and books as needed

LibraryThing

~ Respond to friend requests per month

~ Upload new books each month as needed

Google+ 

~ 30 Targeted friends per month in circles

~ Respond to friend requests each month

~ Upload new events and books as needed

Note: We cannot guarantee people will accept friend requests or follow back. Therefore, targeted means we will try and target these numbers for you, but there is no guarantee.

Social Media: Get Connected Package

Get Connected Package ($500)

This is our start-up package for authors who are just beginning Social Media. If an author already has an account set up at some of these sites, we would work on optimizing what they already have and create the new ones. Please note, we can only target a number of followers/friends. We cannot guarantee a specific number. This package includes the following:

Facebook

~ Create account/profile 

~ Create an Author Page on Facebook 

~ Consult client on creating a 3^rd party App promoting books on FB

~ Create Facebook/yourname for a shortlink
~ Target up to 100 likes within the first month

~ Set RSS feeds from your blog
~ Will email html code to author for a Facebook widget or buttons to be embedded on author’s website/blog

Twitter

~ Create account/profile

~ Design a customized background and header

~ Target up to 500 followers

~ Set RSS feeds from your blog
~ Will email html code to author for a Twitter widget or button to be embedded on author’s website/blog

LinkedIn

~ Create account/profile

~ Set RSS feeds from Twitter

~ Target 100 connections
~ Will email html code to author for a LinkedIn widget or button to be embedded on author’s website/blog

Pinterest

~ Create account/profile

~ Create up to 2 story boards with at least 5 pins on each board from author’s website/blog to promote their books.

~ Will provide html code for a widget or button to place on author’s website/blog.

YouTube

~ Create account/profile

~ Upload current video book trailers if there are any

~ Target 10 subscribers/Friends
~ Will provide html code for a widget or button to place on author’s website/blog.

Goodreads Author Page

~ Create account/profile

~ Request Author page for your books (books must be available on Amazon)

~ Set RSS feeds from your blog

~ Target 100 friends
~ Will email html code to author for a widget or button to place on author’s website/blog

LibraryThing

~ Create account/profile

~ Request author page

~ List your books

Other Account Set-Ups

~ Create Twitterfeed account 

~ Link Twitterfeed to Twitter and Facebook accounts and set RSS feeds from your blog(s)

~ Create Hootsuite account/profile 

~ Link Twitter, Facebook and LinkedIn accounts for tracking 

~ Note: Hootsuite may also be used to track future social media contest/campaigns

~ Create Booktour.com account/profile

~ Note: Booktour events can be linked to your Amazon Author page

~ Create a Google Gmail account for all your social media so your main email will not be bombarded with tons of alerts.

Amazon Author Page (Optional)

~ Consult client on how to create an account/profile or optimize your current page

~ Upload video book trailers, new books

~ Set RSS feeds from your blog(s)

Google+ 
~ Create account/profile
~ 80 Targeted friends in circles

Note: We cannot guarantee people will accept friend requests or follow back. Therefore, targeted means we will try and target these numbers for you, but there is no guarantee.