Book marketing for SPA

Here's a new name - Squarespace 7 - which I will forget the moment I closed the page on screen....

The self-publishing landscape is shifting and, as ever, authors struggle with marketing.

You'e probably noticed, like me, that Facebook has been overtaken by marketing people, which explains why Fb is using more and more sophisticated algorithms to filter out what they call “less-relevant content.”

FB’s advertising options now are easier, cheaper, and often more effective for authors. An author can “boost” a post for a few dollars which helps, though does not guarantee a popular post will go viral.

Social media is a much more visual medium now. Authors may find Pinterest, Instagram, and even Snapchat can help them. Instagram is great for author visibility, but does not lead to sales the same way Pinterest does.

There are many New Marketing Tools. Email newsletters, paid advertising, a compelling author website are all very well, but an author can build on this foundation.

There are opportunities for cross-pollination between marketing platforms and tools. “For example, Squarespace 7, launched last fall, offers enhanced social media integration for cross-posting blog posts and book news, as well as an Amazon Block for authors to more easily add a link from Amazon to their site. It also offers authors new Cover Pages that allow for a splash page to promote a particular new book or offer.”

There is a move toward a “less is more” approach: basic pages on social media, viewed on a mobile device, promoting the book and its key offerings—but little else.

NewMedia keeps the message basic in order to stick out in a crowded market. It is just a “four-screen site” for the book, with a home page to capture attention, the next screen with more info about the book, a third screen about the author, and a final screen with reviews and testimonials.

Integrate SumoMe into a WordPress site and it offers plug-ins like List Builder (which promises to increase daily email list signups) and Heat Maps (which help an author see where their site visitors are clicking. BookGrabbr offers an easy way for authors to share selections from their books through social media accounts, making it easier for followers on LinkedIn and Facebook to learn more about the title. The tool also offers in-depth analytics, such as how many impressions (friends of friends or followers of followers) the book received, how many people clicked the “Buy Now” button, and the demographic and geographic information of the readers.

Email marketing gives you a direct conduit into your readers. Entice readers to your list by offering a free novella or novel, and then get as much traffic onto the page where you’re making the offer as possible.

Read the longer piece:
Marketing self-published books requires leveraging both new tools and tried-and-true strategies
By Alex Palmer |
Sep 25, 2015