Promotion, Publicity & Distribution for book self publishers Part 2 provided by Self Publisher Resources- Brisbane, Sydney, Melbourne, Adelaide, Perth, Darwin, Canberra, Hobart, & Australia-wide!

Promotion, Publicity & Distribution Part 2

Marketing is a three-syllable word that seems so simple, yet encompasses so much. Marketing is a multi-faceted approach to promoting a product or service.

Both traditional and unconventional marketing methods have a place in the small business world.

Marketing helps small businesses focus on building their brand and identity.

There are few limitations to marketing options, and the opportunities listed here are just a few that will generally result in a decent ROI (Return On Investment) for most small businesses.

That said, do not be afraid to be creative -- no one knows or understands a small business like its owner, so think outside of the box and don't be afraid to experiment.

Identity Continuity

Create continuity between an online website, logos, letterheads, business cards, and packaging.

Create an identity that will make your business stand out from the competition, and leave a good initial impression on potential customers.

A professional image associated with your company or product will remind customers of their past brand experiences, and will reinforce your product line.

Trade Publications

Niche publications are journals or magazines that focus on a specific market.

If your product or service is appropriate for a specific market, then advertising in their trade publications will allow you to immediately drill down and target that very specific audience.

Promotional Items

Branded giveaways have long been used by marketers to attract potential customers.

Products that have a long shelf life will help keep your business in the forefront of a customer's mind.

Weeks, months, and even years after a product is purchased or service is performed, promotional items will remind the customer of your brand.

Reviews

Solicit product reviews from reputable industry sources, magazine reviewers, bloggers, or industry journalists. Product reviews lend credibility to a product or company.

Keyword Advertising

In order to help your website's search engine ranking, use keyword advertising.

Focused and targeted keyword advertising will drive web traffic that has a genuine interest in your product or service.

Niche Directories

Use online niche directories to promote products or services. Visitors who frequent topical directories have a strong interest and are more likely to purchase.

Viral Marking

Once known as "word of mouth" marketing, viral marketing has taken on a life of its own. Encourage product buzz, as well as customers referring customers.

Opt-In Email Marketing

Use email as a marketing tool to notify your existing customers about specials, new products or services, or product releases and updates.

While some say email marketing is dead, others say that measured results of email marketing tell a very different story.

Opt-in, targeted email marketing works, and produces results when done correctly.

Partnerships / Strategic Relationships

We see large companies leveraging their assets every day, and small online businesses should too! Whether it be as a partner, an affiliate, or a strategic relationship, all of these relationships can benefit small businesses.

Businesses can use strategic relationships to penetrate niche markets. Affiliates can expand their reach and tap into the customer bases of similar products.

Partners can provide additional value to existing products or services. Determine what types of relationships could be beneficial to your small business.

Online Classifieds

Craigslist is likely the best known online classified system. Classified systems increase visibility and are often overlooked by small businesses.

Consider posting classifieds that relate to product or services, and monitor the results.

Sponsorship / Contests

Contests not only encourage customers to have fun, but also generate publicity and draw attention to your company and brand. Sponsor industry events, run contests, or donate prizes to industry contests in order to increase visibility and generate goodwill.

Newsletters

Communication is critical to all businesses, and small businesses are no exception. Be sure to establish a communication channel with customers and potential customers.

Newsletters are a very popular communication channel for software developers.

RSS

RSS is growing in popularity. It is an alternative communication channel that has the benefit of reaching a larger audience through syndication.

Supplement and enhance email and newsletter campaigns by providing an RSS channel for their content.

Forums / Newsgroups

Participation in newsgroups and forums will result in building credibility. Business relationships will often result from online dialogue in industry forums and newsgroups.

Actively participate and always behave in a professional manner.

Forum / Email Signatures

All forum posts and emails you send should contain a "signature" that advertises your business name, tag line, and URL.

Blogs

Blogging and posting comments on blogs can result in an increase in web links and traffic.

Socialization and engaging others with well thought out comments can establish a business reputation and generate product interest.

Videos

YouTube is a boon to business. If you are creative, consider compiling an educational or humorous video.

YouTube is a huge distribution channel and can generate product or industry interest.

Press Releases

The avenue to inexpensive press!

Write a press release to promote new products or services and reap the benefits with media attention.

Article Syndication

Writing articles can help lend credibility to your product line and improve your business reputation.

Local Newspapers

Contact local newspapers and pitch a unique story to them. Publicity is free and can generate discussions and interest.

Consider exploring alternative channels for advertising and marketing. Keep in mind that advertising need not be costly; creative marketers can often find inexpensive avenues that will result in a great return.

Create strong relationships

The founding principle behind successfully selling anything is by establishing genuine and positive human connections.

Taking the time to initiate and cultivate lasting relationships with bookstore owners and buyers will dramatically increase your chances of getting your book on their shelves.

Even if initially, they feel your work is not right, by presenting yourself as a professional and credible author and self publisher – they are significantly more likely to be open to being pitched on any subsequent projects you may develop.

Even if they do say no the first time, keep the relationship open and positive. Send a short follow-up email or letter thanking them for their time regardless. It could pay dividends in the future.

Know what the bookstores want

Referencing to your marketing plan within the sales letter is important. It indicates your proactive and professional business approach to the sale of your book.

Bookstores will want to know what you are actively doing to promote your book.

They do not like to sit on dead inventory. If they feel confident that any books they buy from you can be promoted and sold through marketing and promotional activity directly driven by you – they are more likely to purchase.

Getting your sales letter right is vital.

Keep it at two pages maximum, and ensure it contains all the core points.

Read more: Online Book Reviews

The Australian Publishing Association also has a list of book stores and distributors in Australia that authors can contact.

Small Business Marketing Strategies from Rikki Arundel.

Rikki Arundel is an international keynote speaker, trainer and writer and an expert in sales and marketing communications with an impressive track record, especially in seminar selling.

Her site is packed with tips to help you and your small business to Get Attention and Be Remembered including a free ebook, How to Get Customer Queuing up to Buy.

Using A Distributor

The biggest advantage of using a distributor or commissioned agent to sell your book for you, is that they have the expertise and resources to do the job effectively.

The biggest drawback is that you will need to supply your book to a distributor at a high discount, as they are bearing the costs of supplying your book to bookshops (including discount to booksellers).

Also consider that if you are distributing your book yourself, you can focus all of your resources on it, whereas a distributor or agent is handling many titles at once.

You need to be confident that a distributor will do justice to your book.

Be sure to ask all the questions you need to feel confident that the distributor will promote your book as effectively as possible; ask about their publicity policy, the strength of their sales representative force, what they require in terms of discount, and their accounting procedures (that is, when you receive payment for sales of your book), and compare them with others.

You will also want to establish whether you are also able to promote and sell your book yourself, as some distributors may prefer an ‘exclusive’ arrangement.

Some distributors are known for specializing in particular types of books, and are able to market your book effectively to outlets that will have a particular interest in your book. Both the Australian Publishers Association (APA) and the Australian Booksellers Association (ABA) sell lists of Australian book distributors, which will help you, establish which distributors might be interested in selling your book.

Good luck with your publishing endeavors, and maybe some time soon we’ll see your name on the bestseller’s list!

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