In my previous two articles (Marketing Strategy Rules and Marketing Choreography) I described how to create marketing strategies and then organize your actions into a functional plan. The next step on your path to book-marketing success is implementation.
A good marketing strategy defines how you will enter new markets (as described in my blog "Marketing Strategy Rules"). The next step is to decide the best way to implement that strategy, and then organize your actions to facilitate implementation. That is the process of planning.
Too many independent publishers use the Christopher Columbus method of planning. They do not know where they are going. When they get there they do not know where they are. And when they return, they do not know where they have been. This is not a good way to run a business.
A slew of new web domains are dramatically changing the face of the Internet by providing more tailored domains beyond ".com" and ".net" that speak to websites specific interests. With this sudden rush of new online real estate, publishers can capitalize on the domain expansion to make their websites and products more accessible to readers.
Did you ever think about taking a long trip? If so, you probably thought about how you would get to your destination, perhaps traveling by car, plane, train, or bus. Then you planned where to stay each night, what to pack, and how much it would all cost. Finally you made a checklist so you didn't forget to do anything and spend your money wisely.
Amazon recently launched Kindle Unlimited, their all-you-can-read service for ebooks. Traditional publishers have been slow to embrace this model, partly because they fear both cannibalization and Amazon. Regardless of whether Amazon succeeds with Kindle Unlimited (they will), the all-you-can-read model is here to stay.
iFlipd, the self-proclaimed "Redbox of Books," is experimenting with an ebook rental model that lowers costs for readers while making the reading experience more social. When an iFlipd reader finishes a book before the allotted week or decides that she doesn't want to complete it, she can "flip" it back to the community.
Publishers need to take a page out of the retailer playbook. You've undoubtedly noticed how good certain online retailers are at suggesting additional products related to the one you're about to purchase. Amazon is arguably the king here with their "Frequently Bought Together" and "Customers Who Bought This Item Also Bought" recommendation sections.
Direct mail is a targeted marketing weapon that that can help you sell more books, test new titles, and generate sales leads. When you have a finite, identifiable group of people who are potential customers for your books, direct mail may be the most effective and efficient marketing tool you can use to reach them. It gives you control of the timing, delivery, and content of your promotion, a predetermined fixed cost, and the means to forecast and measure the return on your marketing investment.
A premium is an item given away to attract, retain, or reward customers. It may also be provided as an incentive to purchase a particular product. Can companies use your book as a premium? Yes, and you can earn substantial revenue that way. Can you use your book as a premium for your own business? Yes. When your book is a "freemium" it can generate a valuable source of revenue
