August 2009

Isn’t it obvious to sell your published work to YOUR audience? Maybe not. Here is a great example.

Promote your book with relevance, enticing media and ease of purchase.

Promote your book with relevance, enticing media and ease of purchase.

Today I clicked through to an article in AdAge Online to learn more about Bing! and it’s reach into Google’s turf. First, it’s important that I share the path that got me here. It makes good marketing and sales sense to look at this path and think about how you can sell your publications to YOUR audience.

  1. Scanned IAB Smart Brief email newsletter. In the Marketing Trends and Research section, I found the article from AdAge titled Bing’s emergence could alter the SEO landscape.
  2. Intrigued, I clicked through read the article and saw the video posting next to the article appearing just as you see it above.
  3. Again, intrigued, I clicked to watch the video by Bob Garfield’s new book, The Chaos Scenario
  4. After watching the video, I clicked to the url linked in the video and landed on Bob Garfield’s blog, which included information on his book, relevant blog postings, the video, and a few sample chapters.

While I did not buy the book at that time, I did forward the information to a few colleagues who expressed interest in the book. And I will make a purchase after completing a few other books in my queue.

A few effective points to consider:

  • I found this while intending to read about something else that was relevant (the online marketing article on search).
  • The video described the contents of the book in a way that related to my thoughts on the subject the author is writing about.
  • In the video ad, were two other tabs. A link to learn more about the book and a link to purchase right away.
  • The video also included a link that was spelled out so you could click or type and land on the author’s blog and learn even more before considering a purchase. The video ad was produced by a company called Creo Productions

So, think about what you can do to to promote and sell your book to YOUR audience, using this model. And remember, these are only a few tactics to consider amongst many. See my earlier post on “6 effective tactics you can do to promote your book online.

  1. Promote your book in your blog, so it can be marketed and sold.
  2. Consider paid advertising with rich media (which shows a higher response) placed in contextually relevant publications adjacent to articles that include relevant search terms. (NOTE – to find your relevant search terms, try Google’s Keyword Tool.)
  3. When you post a new blog post, post a tweet about it.
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How paid search works.

People search to find relevant information that solves a problem or answers a question. As a paid search advertiser, you benefit from the ability to craft announcements, announce new product or services, generate leads, and communicate to searchers with relevance to what they are looking for. You can find qualified contacts because your ad is relevant to what they are looking for. Paid search also provides a tremendous amount of market research for you so you can learn more about how to support your current and potential customers.

Pay per click (PPC) search advertising can be placed on web sites, ad networks, and search engines.
Advertisers pay when a person clicks on their ad. Most PPC programs let you track impressions, clicks, and conversions To track conversions, simply embed their tracking codes on your site.
PPC ad programs allow you to set your budget, and bid for ad placement on keywords.
PPC is also called CPC (cost per click), paid search, and search engine advertising.

Marketing Objectives
Here are several marketing objectives for PPC advertising programs:

  • Build a brand online
  • Position a company, product, or service in the marketplace
  • Educate customers
  • Launch a new product or service
  • Build an opt-in customer database
  • Drive registrations for an event
  • Drive information or application downloads
  • Help people find a store, dealer, or reseller
  • Generate leads
  • Increase sales

Types of Engines to Consider
There are three engine types to consider when placing paid search ads.
Tier I search engines are the most popular search resources on the Internet. They offer flexible advertising and tracking options. Google and Bing! are examples.
Tier II engines are less popular but potentially more targeted options.  Ask.com and Business.com are two examples. Tier II engines can be very effective, depending on your audience and their online behavior. Representatives from these engines or your marketing consultant can help you understand the best opportunities.
Vertical search engines, like Lawyers.com, local engines, like Google Maps, or shopping engines, like shopping.com. Social media is another source, like Facebook.
I recommend that you start simple, pick one, like Google, and expand after you learn more about what is successful.

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Famous Quotes 2.0

Well, does anyone want to contribute to this? Send me your version of famous quotes  a la 2.0! If they are good, I’ll post them too!

You can tweet anything you want if you will give up the belief that you can’t tweet it. –”Robird” Anthony

If we blogged all the things we were capable of blogging, we would literally astound ourselves. –Thomas “Editson

The journey of a thousand tweets must begin with a single tweet. –”Tweet” Tsu

The blogosphere belongs to those who comment on the beauty of their dreams. –Eleanor “Bloggersevelt

It’s amazing what ordinary people can do if they set out without preconceived postings. –Charles “Twittering”

Only those who dare to search greatly can ever seek greatly. – “S.E.O.” Kennedy

You’ve only failed if you’ve failed to twit. –@Anon.

That which does not Digg us, makes us Delicious. –”Neat-chi”

And the day came when the risk it took to remain inside the web site was more painful than the risk it took to blog. –”A nice” Nin

Victory is what happens when ten thousand hours of postings meet up with one moment of opportunity. –Anon.

It’s not your blog critics that shape you, it’s how you react to your blog critics. –Anon

It’s hard to beat a person who never sends spam. –Babe “TRuth

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Match your objectives and available resources to marketing media.

Stop stressing about all of the marketing media available. Focus your energies on those that apply to your business objectives and the resources you have available to manage them.

I was chatting with a non-profit club that I am active with about ways to leverage our LinkedIn group. After generating some simple ideas based on what we wanted to accomplish and who would do what next, someone enthusiastically said, “We need a Facebook page too!” This club has 60 members, and my response was, “why?” My answer startled the group in the room. After all, I was the member with the eMarketing experience. Why would I discourage or question the use of an online media?

The answer, we found a tool that most of the club was willing to use. Our members are all volunteers. That which we create, we must manage and maintain. Facebook is a fantastic social media tool that is widely accepted, but we already had one — LinkedIn. The best analogy I could come up with after all the surprised looks from my fellow members was this, “If you were adding appliances to your kitchen, would you buy both a Kitchen Aid AND a Cuisinart food processor?” Maybe if you were doing a LOT of cooking!

Multiple touch points online is an excellent way to expand your reach. But before you engage in them, define what you want to accomplish and assess the resources available to manage them. For example, if you are going to implement Twitter into your marketing plan, will you use it? What do you want to accomplish? How will you measure success? How much time will it take from available resources to see success?

Remember the 5 steps to a successful marketing campaign that I facilitate at my workshops and interactive consultations with clients:

  1. Define your objectives
  2. Understand the marketing tools
  3. Chart your course.
  4. Measure success.
  5. Assess and revise.

I’ll be speaking about “Marketing Smarter” and using these 5 steps on September 15th in Denver, CO. This half day workshop will include an interactive workbook that you will complete and help you develop a brief marketing plan that you can begin to implement immediately. Visit the iDiaz Marketing registration page for more information or to register.

I’d also like to share a well written article from Harvard Business Publishing that further supports my views on implementing the latest and greatest marketing tools wisely. It’s titled, “Don’t Keep Up with Social Technology” by Alexandra Samuel

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