Marketing is marketing, right? Yes. The goal behind marketing a new book, regardless of the medium, is the same. You want to position a book so people will find it, buy it and read it. However, because of their format, there is a fundamental difference in the approach you should take for marketing e-books.
Your e-book is electronic, so people won’t be looking for it at the corner Barnes & Noble. But they will be looking for it online. Thus, the Internet is where you should focus e-book marketing.
While you may know how to write an e-book, marketing it online can be tricky unless you have a plan. Luckily, planning can be as simple as one, two, three.
One: Start with a Creative Brief
This is the starting point for any successful marketing plan. A creative brief helps you define several key points of your marketing strategy.
It helps define the message you want people to understand about your book. This, in marketing terms, is your unique selling point, which defines how your e-book is different from the millions of others published. Unless it differentiates your e-book, any successful marketing could be difficult.
Additionally, the creative brief should state how people should think and feel about your e-book. Because people make purchasing decisions based on these emotional responses, working to capture and connect with your audience emotionally can help you build a following and perhaps sell more books. This, I believe, is the heart of your messaging strategy, which is the purpose of drafting a creative brief.
Finally, in this planning document, describe and define your audience, or who you want to reach and build a relationship with. This is important, because without defining a group of people to reach, you’ll likely reach no one.
Two: Create a Social Media Execute Document
The second piece in an online marketing plan for an e-book online — the social media execute document — should consist of an editorial calendar and outreach documents for different social media networks to engage.
The purpose of the editorial calender is to put your ideas in writing and to assign deadlines for creating blog content. It helps you stay disciplined in your writing and keeps you on track.
It is important to identify and catalog different bloggers and others in social networks; this is the purpose of your social network outreach documents. It is also a planning tool that is executed over time so that growing a tribe doesn’t get overwhelming.
These outreach documents will help you stay organized and grow your tribe incrementally during the engagement stage of your marketing campaign.
Three: Measure, Adjust, Resume
Understanding how well your online marketing strategy performs is important — that’s why measuring your success is essential. Measuring activity will give you a better picture of what works and what doesn’t, which can reveal valuable information about how to tweak the plan. Once a plan has been properly recalibrated, it’s time to resume engagement.
Final Thoughts: Building Relationships Is Key
Traditional marketing for print books has start and end dates. But for e-books, building long-term relationships with a tribe of people online takes time, because those relationships are based on trust and content.
How will you build relationships online?