Blogging 101

From time to time, it is helpful to see good examples of  things you are trying to do. It helps you improve by learning from someone else. In my case, I find this particularly true in the area of social media. (They didn't have social media classes at college back in the day. Typewriters were still all the rage then.) Social media is a new medium when it comes to marketing and I am constantly looking for good examples to follow, and to share with our publishers.

A recent post on the Junior League of Tampa's blog  is worth pointing out. Written by Krista Dietrich, Cookbook Co-chairman, the post has a nice narrative and shares a delicious recipe from Capture the Coast, the League's newest cookbook. Check the post out here.

And please share any great examples of blogging that you know about. I would love to add to the "blog roll" that I follow.

Advice from the Experts - Part 2

In my last blog post I shared Internet and Social Media tips 1 and 2 from our experts Molly Hodgin and Adam Malone. Here are tips 3 and 4:

3. Target bloggers that fit the demographic for your product

• Offer a free copy of your book for review on the blog, and a free copy of your book the blogger can offer as a giveaway for extra publicity.
• Choose local bloggers whenever possible. Local bloggers can become local supporters and a good relationship can lead to future partnerships and publicity.
• Ask about ad space on their blogs as well as the chance for an entry promoting your book

4. Think Local

• Local Blogs, Local Newspaper’s Websites, Local Magazines and Online Magazines- consider online ads on these sites
• Offer free copies of your book to be reviewed by local food critics and bloggers
• Offer free copies of your book as giveaways in exchange for publicity or an article in the publication
• Local Online Events like Facebook parties for local businesses, clubs or live blogging and tweeting of local event. Offer chances for giveaways or special discount codes for folks who attend or tune-in.

These tips are not just theory--they come from individuals within the publishing world whose income is directly affected by their success. If it is good enough for the pros it's good enough for me to suggest you should follow their lead.

The Value of Early and Ongoing Marketing

These are interesting times in the publishing industry. There is a perception from some people that book publishing is dead. Nothing could be further from the truth. It isn't that consumers aren't buying books but rather how they are buying that has changed. Consumers are still buying books but they aren't walking into bookstores to make their purchases, they are turning to the Internet (e-readers, blogs, other forms of social media) to make their purchases.

To adjust to this shift, today's publishing strategy should include a number of activities even before a book is released. Once an "author" (this could include one individual or a group) has decided to publish a book they should start to develop a "community" of individuals who would be interested in knowing about the book, the purpose of the book, the target audience, etc. Facebook and Twitter are necessary tools to utilize and launch for an effort like this.

It is also important to keep this community engaged along the way with updates, photos, requests for recipes (if it is a cookbook) or short stories that might be included and are applicable.  Details such as the format, retail price, release date and how to order should be sprinkled in along the way.  In addition, you should be working to "grow" the community.  One tool to assist you would be to create a blog and ask your followers to spread the word as well as interact via comments. 

All of these strategies should continue through the life of the book because the marketing function never ceases. It is imperative for future sales that the life of the book be extended by aggressive and regular marketing efforts. I have witnessed more failed books due to a lack of marketing than due to bad content.

In my next post I'll discuss blending e-books into the mix. If you were thinking about publishing a book who is your audience and how could you reach them?