Author Websites, Blog Tours and Reader Demographics: Fauzia Burke Gives the Skinny on Online Marketing for Authors
When we wrote our book, The Essential Guide To Getting Your Book Published, the first person we asked to interview on the subject of online marketing was Fauzia Burke. Fauzia founded the pioneering online marketing firm FSB Associates and has been figuring out how to promote books on the World Wide Web since before most publishers and authors had ever performed a Google search. She’s worked with everyone from Alan Alda to Sue Grafton, promoting books across categories and genres. Her new book, Online Marketing for Busy Authors, is just the primer every writer needs to understand and make the most of online marketing today.
The Book Doctors: How do you figure out who your audiences are? And how far should you reach when determining multiple audiences?
Fauzia Burke: Understanding your readers is crucial because it will help you devise the best online strategy for you. Online marketing is customized and personalized. It is essential for you to know your audience so you can serve them best. You should know their age group, gender, interests, which social media outlets they use and where they hang out online. The more you know about them, the better your marketing will be. In my book, I have a worksheet to help authors refine their audience so they can market for their readers.
Some questions include:
- Is your reader male or female?
- What is their age range?
- What TV shows might they watch?
- What are some common values or traits of your ideal readership?
- Does your audience have a problem, concern or frustration that your book seeks to solve?
The identification of your ideal readers will play a major role in the quality of your online marketing plan.
TBD: How do you figure out where your audience lives online once you determine who they are?
FB: There are many sites that give you social demographics of each social media site. I use Pew Research and Sprouts Social. For example if your audience is women, you are more likely to find them on Pinterest. Younger users tend to use Instagram. Another good place to start is to look at who is already following your social media sites or visiting your website and aiming for networks that draws a similar audience. You can use Facebook Insights, Google Analytics, Twitter Analytics, etc.
TBD: Is an author website an important part of a publicity/online marketing plan?
FB: Websites are a crucial link between you and your readers. It is the one place, the hub, of all your activities. Your website is your opportunity to connect with your readers in a personal way. It is also where you have full control (unlike other social media sites) over your brand. Not having a website could be viewed as unprofessional, out-of-date, and not connected.
Despite popular belief, your website doesn’t have to be expensive or complicated. You can keep it simple. WordPress is often recommended as a platform because it’s author friendly, easy-to-use and easy for people to find (has good search capabilities). Keep one thing in mind: It’s better not to have a website than to have an unprofessional one. If you have a website, make it good one.
TBD: Do authors have to blog?
FB: I consider blogs (like websites) the foundation of a digital strategy. Not only do blogs give authors the opportunity to stay connected with their readers, they also position the author as an expert. Blogs are also the absolute best way to drive traffic to websites. For book authors in a competitive marketplace, the need to blog couldn’t be higher. Consider the time you spend blogging as an extension of your job as a writer.
Blogging is a great way to share your knowledge, test how your content resonates, and collaborate with others. While experts may disagree on how often you need to blog, consistency is the key.
TBD: Do authors have to be on social media?
FB: I think every author has to make that decision for themselves. No one should be on social media if they don’t want to be or are only doing it to sell books. Social media gives authors an unprecedented opportunity to build a brand and create a community of readers. Here are some dos and don’ts that might help:
- You don’t have to do everything
- You don’t have to do the next shiny thing
- Look at the data for feedback (your digital footprint) and adjust accordingly
- Know your audience
- Don’t forget it’s a privilege to talk to people
- Be authentic
- Go for engagement
TBD: How important are author profiles on sites like Amazon, Goodreads and LinkedIn?
FB: I think they are all important to some degree. We should all have a completed profile on each site. Every author should grab their Amazon author profile. I think Goodreads is more important for fiction writers and LinkedIn is more important for non-fiction writers.
TBD: How should an author go about setting up a blog tour?
FB: If you are doing your own publicity efforts, consider developing an ongoing dialogue and relationship with the bloggers that cover your genre and niche. Share their information and be generous. Everyone appreciates a digital nod these days. Help them before you need their help.
Once you have searched the blogs that are appropriate for your book, you can pitch them a book for review or offer to do a Q&A or to write a blog that is appropriate for their audience. If you get some responses and the editors/bloggers request the book, your pitch is working. If not, you’ll have to try another pitch. Try connecting your book to something in the news or a new study. When you do get a response, pounce on it. Attention is fleeting and you don’t want to wait. If the editor/blogger asks for a book or an interview, accommodate them right away.
Then in a couple of weeks, follow up and make sure they got the book and ask if there is anything you can do to help. That’s the cycle. It’s not difficult. It’s not rocket science. However, it requires lots of time and patience. Contacts with the media are worth so much because a publicist’s relationship with an editor will cut the time and boosts your chances of getting a feature. If you are willing to put in the time, you can build the same contacts and relationships within your niche.
TBD: If an author has zero experience with publicity and marketing, what is the number one piece of advice you’d give him/her to get him/her going on the right path?
FB: I wrote my book, Online Marketing for Busy Authors, for just those authors. I hope that by giving them clear advice and priorities I have made things a bit easier on them. Here’s some advice:
Take heart and approach marketing with curiosity. If you are a overwhelmed by the rapidly changing world of online marketing, you are not alone. Remember all of us, experts and novices, are learning as we go. You don’t have to become a social media strategist to be effective.
Fauzia Burke is the founder and president of FSB Associates, an online publicity and marketing firm specializing in creating awareness for books and authors. She’s the author of Online Marketing for Busy Authors (Berrett-Koehler Publishers, April 2016). Fauzia has promoted the books of authors such as Alan Alda, Arianna Huffington, Deepak Chopra, Melissa Francis, S. C. Gwynne, Mika Brzezinski, Charles Spencer and many more. A nationally recognized speaker and online branding expert, Fauzia writes regularly for the Huffington Post. For online marketing, book publishing and social media advice, follow Fauzia on Twitter (@FauziaBurke) and Facebook (Fauzia S. Burke). For more information on the book, please visit: www.FauziaBurke.com.
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As we freeze in a winter wonderland (or a frozen wasteland depending on your point of view) and dream of spring springing, we are positively jubilant that we’ve turned in the final draft of the Third Edition of The Essential Guide to Getting Your Book Published. So we thought we’d give you a little preview. If you want to get successfully published, then this info is a must read and one of our most important updates in the new edition.
Many authors neglect to put crucial information in their author profiles on social media platforms, if they even put up profiles at all. “You only get so many owned or controlled presences online,” says Peter McCarthy, of the Logical Marketing Agency, a digital marketing company for the publishing industry. That’s why you want to make sure to have in-depth and well-thought-out profiles on Google Plus, Amazon, Goodreads, and LinkedIn. Not only do you get to decide what to put in these profiles, but you also get to take advantage of the fact that Google ranks these sites highly for searches. So let’s say, someone is looking for a book on how to get published. If I have profiles on all these sites with well-chosen keywords and phrases on this very subject, The Essential Guide to Getting Your Book Published is likely to come up higher in this person’s search than someone else’s book on the same subject. And the higher up you can get on Google searches relating to your book, the more books you’re likely to sell.
But don’t put up the exact same author profile on all four sites. Differentiate slightly among them so that you can broaden the number of searches that might find you. Within Amazon, for example: Because people visit Amazon to buy stuff, your profile should facilitate those transactions. You want to be much more specific in describing the types of books you write. On LinkedIn, which is mostly for professional networking, you want to be more focused on credentials: Why should a reader trust you on your area of expertise? On Goodreads, which is more social in nature, you can be more informal and talk about your kids, your dog, and the books (preferably within your subject area/genre) you love and admire. On Google Plus, where biographical data help Google identify you in searches, it’s just the facts ma’am.
Find out more about author profiles and check out the rest of the updates we made in our new edition in May!
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Self-Publishing Literary Fiction: the Good, the Bad & the Ugly: Cari Noga Reveals All to The Book Doctors
The Book Doctors met Cari Noga in 2011, when she won our National Novel Writing Month Pitchapalooza (think American Idol for books). Her pitch was spectacular, haunting and superbly crafted. Her story is about a 12-year-old boy with autism who witnesses the Miracle on the Hudson plane crash, and how he and other crash witnesses and survivors find their lives intersecting and transformed by the extraordinary event—and by each other. We worked with her on her novel Sparrow Migrations and discovered it was a richly wrought tapestry of human emotion, both beautifully plotted and a delightful read. The novel was a semifinalist in the 2011 Amazon Breakthrough Novel Award contest, and the spring 2013 winner of the ForeWord Firsts contest sponsored by ForeWord Reviews. Cari herself was already a published author (Road Biking Michigan with Globe-Pequot Press in 2005). When we sent her book out to our agent and publishing contacts, we were shocked that no one snapped it up. The problem is she’s not famous. There are no zombies or werewolves in her book. No S&M involving rich people. Just a great story with great characters about a world-famous event. So Cari decided to self-publish in April, 2013. Sparrow Migrations was just named a literary fiction category semi-finalist in the Kindle Book Review’s 2014 Kindle Book Awards. So we thought we’d pick her brain and the beauties and terrors of self-publishing literary fiction.
The Book Doctors: The general wisdom is that self-publishing literary fiction is especially difficult. Do you agree with this wisdom? If so, how have you gotten around these difficulties? If not, why not?
Cari Noga: I think publishing anything that isn’t directly aimed at a genre-specific audience is more difficult, whether you go the self-pub route or traditional. The upside is that if you do reach a literary audience, the potential is much wider. I seem to have found a niche with book clubs, starting right in my own community, and rippling outward—I just did a Skype chat with a club in Phoenix. My town has a strong sense of locavorism –people like to buy local, eat local, etc. I think that extends to reading, too. One suggestion to make locavorism work for you: Check whether your library offers book club kits – multiple copies of the same book, available for simultaneous checkout. Mine does, and when I did an appearance, I asked that they create a kit
TBD: What has been the single most difficult thing about self-publishing?
CN: Retail distribution. I was aware that I would have to offer discounts, but I did not appreciate enough the importance of offering returns. My book is available through Ingram & Baker and Taylor, but as a POD book there is no way to return it.
TBD: What has been the single best thing?
CN: Hearing from readers, especially in the book club settings. Free time is my own most prized resource, so to know that people are spending theirs reading my book is incredibly gratifying. Hearing that they like it, that the characters resonate authentically, and that they’ve learned something – whether about autism, birds, or something else – is like having my cake, icing and ice cream, too.
TBD: What marketing strategy has been most successful? What has been least successful?
CN: Most successful by a longshot: Kindle giveaways. I’ve done two (June 2013, 5,400 copies downloaded; Jan. 2014, 33,600 copies downloaded.) Paid sales increased after each and reviews soared. The January one was advertised on Bookbub, which I also recommend.
Least successful: Advertising in trade journals like PW Select. Not because the ads were bad or poorly designed, but the brick-and-mortar bookseller audience that reads them are predisposed against self-published books, especially POD like mine, due to the inability to return unsold copies and the inconvenience of dealing with an individual publisher.
Book clubs are still proving a good audience – I’m a guest at three different live discussions here in town next month and my first by Skype, with a club in Phoenix that somehow latched onto it.
TBD: How have you convinced independent bookstores to carry your book?
CN: Goes back to locavorism. I have two indie stores in my town that are both eager to work with local authors. I had a relationship with one (Horizon Books) going back to a nonfiction book (Road Biking Michigan) I published traditionally ten years ago and was fortunate to have one staff member be a beta reader. They have two other stores in northern Michigan as well. The other newer store is Brilliant Books, a cozy, customer-centric place that hosted my launch. I showed them both copies while in proof stage, asked them to carry it and offered industry standard discounts. Another store contacted me after reading local media coverage. A few other stores have been receptive to cold calls.
TBD: Would you still like to see your book published by a major publisher? If so, why?
CN: I would like to see my book in more bookstores. At the book clubs I visit, more people bring paper copies than Kindle, so I’m concluding there’s more potential for the paper copy than I’m getting in my half-dozen stores and on Amazon. However, I’d be much more cautious about the deal I’d sign than I would have two years ago. More than a publisher, right now I would like an agent who could advise me about the best moves to make not only for this book, but career-wise.
TBD: Are you working on a next book? If so, what is it about? Tentatively titled Tres Vidas, my next novel is, like Sparrow Migrations, a story about relationships. The three lives that intersect are Lucy, a suddenly-orphaned 9-year-old who must leave her NYC home to live on a northern Michigan farm with her prickly aunt Jane, and Miguel, a migrant worker who becomes a bridge between the two.
CN: How did you get 180 reviews of your book on Amazon?
TBD: Reviews spiked after the giveaways. After the initial release in April 2013, when I ran into people who told me they liked the book – in person, by email, on social media –my standard reply was to ask them to write a review on Amazon or Goodreads. A surprising number actually did, and I got up to about 20 reviews that way. That doubled after the first giveaway. After the second giveaway, timed to the fifth anniversary of the Miracle on the Hudson plane crash, which is the starting incident in the book, they just came pouring in. I’ve not solicited any reviews in months.
TBD: You enrolled in Amazon’s KDP select program. Was the exclusivity they requested worth it?
CN: Yes – see the giveaway results above. I do plan to expand to other platforms (Nook, Kobo) this year.
TBD: We can’t help but ask how you view the Amazon/Hachette tug of war since you used Amazon’s publishing program. Thoughts?
CN: I think there are far more shades of gray to the situation than have emerged in the mainstream narrative (Amazon: evil corporate behemoth; Hachette, guardians and saviors of literature.)
J.A. Konrath http://jakonrath.blogspot.com/ says that in this mad, crazy publishing world of the moment, the only two people who matter are the writer and the reader. Everyone else in a middleman who has to prove their value. Right now, Amazon is connecting those two best. They also treat authors better financially (Both my books are priced at $14.95. I get about $4 per novel sold vs. 75 cents for my Road Biking book, which was taken out of print.*) More people are reading, thanks to the Kindle, which has added another revenue stream for authors.
Meanwhile, the ranks of indie bookstores are actually growing as they embrace what they do best: curation and customer service. In my town, Brilliant Books, for example, offers free shipping. At Horizon, membership program fees drop by a dollar every year, encouraging renewals. Healthy marketplaces do generally have more players vs. fewer, so I hope Hachette and the Big Five can survive. But in terms of blame for the situation they’re in, as others have said (See exhibits A was, B and C ) I’d point to the mirror as much as Amazon.
Cari Noga self-published her debut novel, Sparrow Migrations, in April 2013. The novel was a semifinalist in the 2011 Amazon Breakthrough Novel Award contest, the spring 2013 winner of the ForeWord Firsts contest sponsored by ForeWord Reviews, and was just named a literary fiction category semi-finalist in the Kindle Book Review’s 2014 Kindle Book Awards. A former journalist, she also traditionally published Road Biking Michigan with Globe-Pequot Press in 2005. Read her blog or sign up for her author newsletter at www.carinoga.com.
Arielle Eckstut and David Henry Sterry are co-founders of The Book Doctors, a company that has helped countless authors get their books published. They are also co-authors of The Essential Guide to Getting Your Book Published: How To Write It, Sell It, and Market It… Successfully (Workman, 2010).