Online Marketing for First-Time Self-Publishers

Marketing a book follows the same basic principles as marketing any other commodity. However, while the ball game might be the same, the digital space is an entirely different stadium. There are more variables in play in the Internet which isn’t necessarily much of a factor in traditional marketing. Because of this, authors dread the term ‘self-publishing.’

Writing is a personal and intimate endeavor, while digital marketing your work can get a bit artificial and impersonal. Marketing involves opening up to a wider audience, an effort that is easier said than done. For first-time self-publishers, here are some pitfalls that writers shouldn’t fall into during the distribution process.

1. Marketing after finishing the book.

Think about it this way – people will buy the books that answer their questions. To know which questions they are asking, market research beforehand is necessary. This is especially true for writers of non-fiction books. Tailor your content to the demands of the audience. With the information that you will gather, you can see the waters more clearly and have that guide your creative process.

2. Everyone is a potential reader.

No, this is not true. There is a reason why companies devote millions of dollars into market analysis and targeting the most profitable demographic. Some internet users are more akin to reading certain types of material than others. Do not fall into the trap of lumping the whole Internet eco-system into one species. The truth is, people like certain items more than the other. After identifying which is your book’s likely readership, then follow the other steps and implement them on this demographic.

3. Social media marketing is an exercise in futility.

With the growing number of Twitter and Facebook users, social media has become a breeding ground for self-publishers to attract more interest. Online advertising firm Wise Marketing (@letsgetwise) vouched for the effectiveness of this new form of marketing, saying that “when companies and organisations utilise the widespread use of social media effectively, the results can be phenomenal.”

“You engage with customers, speak to potential new ones, use different creative methods to pull in interest and can control your image online at relatively low cost,” the firm wrote on their blog.

Additionally, LinkedIn is a goldmine for networking. Any good marketing plan benefits from good positive feedback, and LinkedIn can spiff up your reputation. Widen your network by connecting with past acquaintances, coworkers, bosses and other people that might help you in the long run.

In the past, marketing favors those with the larger budget. Now, the digital space has virtually even out the playing field.

4. Pitching the book’s contents.

Instead of mentioning how your story unfolds, create a summary or an entertaining quip about your experience in creating the book. Prepare a great three-sentence pitch or an anecdote while writing. What inspired you to write this particular piece? Why is this subject matter important to you? These are far more engaging than purely mentioning its contents.

“Think about the types of interviews you hear on the radio or see on television and the articles you've read in newspaper and magazines,” said self-publishing website iUniverse (@iuniversebooks). “Many authors make the mistake of merely telling the media that they've written a book, hoping for a book review or interview.”

5. Leave the digital marketing to the professionals.

It pays to know the ins and outs of online marketing. Some of the most basic concepts of digital marketing such as Page Rank and search allow better understanding of the patterns of online buying and traffic. Knowing which keywords to target is a great skill to have.

Don’t be one of those ‘self-publishers’ who complain about not being able to break-even after publishing hundreds of copies. Instead, do your research. These guides are here to avoid the common mistakes that first-time self-publishers commit. What are your thoughts? Tell us in the comments section below.

Kyle Albert is a former liaison for independent book publishers (mainly students). He has been continuously building his writer portfolio by providing content to numerous websites about technology, marketing, games, and so much more. Get to know him on Google Plus.