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4. Rely on both traditional and non-traditional marketing methods.
News, reviews and author interviews, both print and digital, are the fourth-most important source of new e-book discovery for all book shoppers.
5. Target niche online communities.
The latest research on online mass media like Facebook and YouTube shows that these sites are extremely limited in creating new-book discovery (accounting for less than 1 percent). Focus on communicating through highly targeted sites and communities with a shared interest in the book's topic. Reaching a few highly committed readers is far more effective than chasing a disinterested mass audience.
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Peter Hildick-Smith
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