Posted in books, creative writing, marketing, publishing, self publishing, social media, writing

Marketing Primer: Creating an Author Website

Determine the purpose of your website and develop it from there.

Getting Started

Choose a domain name name is easy to type and memorable. A .com ending is more professional and credible than .host name.com.

It’s also a good idea to choose a domain name that is close to your author name/pen name. This makes it easier to remember and is usually easy to type. If you have a name that is difficult to spell, consider an alternative such as first or last name only paired with “author” or “books.”

If you plan to write a blog, incorporate it into your website so everything is in one place and easy for readers to find.

Tie-in all social your media accounts with follow buttons and auto-sharing of blog posts.

Choosing a Website Host

Look for a host that matches your technological skill. Host like WordPress.org allow for HTML coding, while many other use drag-and-drop systems. If you are not knowledgeable about coding or do not need many customized features, a simpler system will likely work better.

Look for a host with a variety of templates, customizations, and plugins. Templates can give you website a professional look with little effort. Customizing your site gives it a more unique look and functionality. Important plugins to consider are integrations with a mailing list, shopping function, contact forms, and social media integration.

Consider what other benefits are provided by the host. Options to look for include SEO optimization, customer service, mobile friendly designs, and add-ons. Some popular providers are Wix, WordPress.com, Weebly, and SquareSpace.

Essentials of the Home Page

Make the home page your “landing page” where readers can access all the basic information about you and your books.

The home page is the MOST important page on your website. The average visitor only spends 1-2 minutes on a website, so it’s important to maximize that time.

Home Page MUST HAVES include: Links to your book(s), Social Media follow buttons, a “Reader Welcome Letter” or introduction, easy to see/use navigation tabs, and a clear indication of who the owner is.

Remember that a website is not for YOU, but for your readers. Be sure to provide them with the information they are looking for, and that it is easy to access.

Important Pages to Include

Bio/about: Include a longer, “official” bio, social media links, other platforms readers can find you on, and a newsletter signup form

Books/Products: List your books IN ORDER (this is #1 reason readers comes to author website). If you have a large backlist, you may want to break your books into series pages to keep from overwhelming the reader.

Blog (optional): Make sure your blog is followable, allows comments, and autoshares to social media.

Contact: Use a form, not your email/phone, in order to protect your privacy and simplify the process. Readers are more willing to contact an author through a form than directly emailing them.

Newsletter Signup: Set up a form through your email list provider and either provide the link to that form, or integrate the form directly into your website. Make the form simple and easy to fill out. Only ask for basic information, such as name and email address.

Appearances/Events (optional): Use this page to announce events you will be attending. You can also give information on how an organization request an appearance or author talk. List any fees you charge, or what areas you are able to make appearances.

Design Tips

Choose a template or design that is clean, simple, and easy to use design.

Make sure the layout is easy to navigate and that the menu is visible, often at the top of the page or in the side bar.

Be sure your website is optimized for mobile use. This is usually something done automatically by the host software, but be sure to review it and make sure it looks the way you want it to.

Use eye-catching images. ONLY use image you own the rights to or are copyright free (www.pixabay.com).

Provide useful content and update your blog and/or website frequently.

Posted in creative writing, marketing, publishing, social media, writing

Marketing Primer: Building an Author Platform

Start with the basics and don’t overwhelm yourself by joining every author/writing platform known to man.

We’ll go into more specifics about each of these topics over the next few weeks.

Websites as part of a marketing strategy

An author website is essential to building an author platform. It serves as a one-stop platform for information about you and your books. It doesn’t have to be elaborate or expensive, but it should be aesthetically pleasing and easy to navigate.

An email list is a critical component of building your platform because it creates a ready and interested audience you can reach directly. Start building your list as early as possible, even if you aren’t published yet.

Set up 1-3 social media accounts as an author. For Facebook, this means setting up a PAGE, not using your personal PROFILE. You can get in trouble for using your personal profile to promote your business. Which social media accounts are best depend on what tends to work best for authors/artists and which ones you enjoy using and/or find easy to use.

Setting up profiles on retailer and book-related sites give you more avenues to make your work visible, participate in promotions, and collect followers. Many of these sites require little to no engagement once your are set up, but can provide exposure and promotion benefits.

Setting up the basic parts of an author profile can be time consuming, but it is important to have an online presence where readers and industry professionals can easily find and contact you. For most of these, with the exception of social media, require only occasional updates to maintain, so the time cost to get them set up pays you back over time. Social media does require regular engagement to be effective, but can also provide community and support along with advertising opportunities.

For a more detailed breakdown of each of these topics, stop back by over the next few weeks!

Posted in books, creative writing, marketing, publishing, reading, self publishing, social media, writing, writing advice, writing thoughts, writing tips

Marketing Primer: Author Platform Basics

It’s never too early to start building your author platform and marketing base. This week, we’ll do a deep dive into what an author platform is and how to use it.

What is an Author Platform?

An author platform is a writers public face

An author platform brands the author, NOT the book. Set up your social media accounts and fan pages under your author name instead of your book or series name. It will save you from trying to manage multiple accounts or pages, or from being difficult to find.

An author platform presents you as an expert in your field. Many writers balk at this because most of us feel we fit the meme of an author knowing a little about everything but is a master of nothing. The truth is, you are the expert of your book and your characters. Start there and expand your expertise.

An author platform is also a means through which to share your message with your target audience. The more fans you accumulate, the more quickly and easily you can disseminate information about you and your books to an interested audience.

An author platform tells readers what makes your work unique. Your platform should reflect your personality and the aspects of your writing that set you apart from other writers.

An author platform implies a promise of quality. Always make sure you are putting out quality products, images, information, etc. Present yourself online as a professional and release professional quality work.

An author platform says something about you as an author. What keeps you writing? What fills your spare time (if you can find any)? Share more than just your books. Share your writing process and experiences in publishing. Remember that you’re building a community with your platform, not just a customer base.

What does an Author Platform do?

It gives authors an opportunity to shows their personality to their readers. In today’s interconnected world, readers want to know their favorite writers. It adds to their reading experience to have some insight into who wrote the book.

It fosters relationships with readers, turning casual fans into super fans who will help promote you and your work. Friendships are also developed which can help authors feel more engaged with the reading community.

It establishes expertise as an author, writer, and whatever other areas of knowledge you have to share. If you write police procedurals, share some of your research. If you write a character who likes to cook, share recipes. Create a world for readers to explore with you.

It builds communication with readers and opens up opportunities for feedback, help, and encouragement. Many writers get bogged down with deadlines, stuck in the middle of a manuscript, or overwhelmed by life. Open up a dialogue with readers.

It creates community with other writers and with readers. Writing can be a lonely endeavor. Use your platform to gather similarly minded book lovers to talk to and engage with.

It builds visibility and extends reach. The more you build your author platform, the more eyes you will have on your books. Engage regularly to encourage readers to do the same. The more welcome a person feels in a group, the more likely they are to invite others to join or talk about how much they enjoy participating.

Use your author platform to build an community of interested readers.
Posted in marketing, publishing, self publishing, social media, writing

Marketing Primer: Getting Started

This new series will discuss everything from building a platform and creating a plan to carrying out ongoing marketing for consistent success.

The key factors we’ll be looking at are:

  • Developing an author platform
  • Creating a marketing plan
  • Carrying out ongoing marketing
  • Developing a website
  • Using social media effectively

Other important aspects of marketing we’ll discuss in this series include:

  • Creating timelines for marketing campaigns
  • Creativity needed for marketing
  • Perseverance to learn and improve
  • Online and In-Person avenues for marketing
  • Budgeting to meet all your goals
  • Free/Paid advertising options

Next week we’ll kick off the series with a discussion on how to develop an author platform!

Posted in books, creative writing, publishing, self publishing, writing, writing advice, writing thoughts, writing tips

Indie Author Basics: Business

Making the move from hobby to business requires treating your writing like a business.

Disclaimer: I am not an accountant or business advisor. I’m simply sharing a few things I’ve learned over the past decade. Always consult industry professionals before making business decisions.

How to make Writing a Business

Schedule/consistency

Set a doable schedule and plan as far in advance as possible.

Write and market on a consistent schedule to keep readers interested. This is important to your success as a writer, and to being able to claim your writing as a business for tax purposes. U.S. Fderal tax laws have specific rules for claiming a business vs. a hobby. Talk to an accountant for more details.

Planning

Set up a doable schedule and plan releases, marketing events, newsletter schedules, and blog schedules according to the time, energy, and ability you have at this point in your life. Plan as far ahead as possible so you’re not always scrambling last minute to find content or submit deals or newsletter spots.

Expert Advice/Help

Ask for expert or professional help when you need to learn more about a topic.

Ask other writers or writing professionals about things you are unfamiliar with or don’t understand in order to avoid mistakes that could hurt your career or slow you down. Most writers are very willing to help. The indie writing community is wonderfully supportive in most cases. Research as much as possible (The Write Life, ALLi, Jane Friedman, Udemy, etc.), but then ask question about things you aren’t sure about or need help with.

Laws/Taxes

Find a professional familiar with self-employed creative arts businesses or LLCs. Royalties have specific rules that not all accountants are familiar with. If you know local authors or artists, ask for recommendations.

Learn about options for business setup and associated laws/taxes/liability. If your town has a local Small Business Center, set up an appointment and start learning. They have a lot of knowledge and a wide variety of contacts to help you.

Profit

The IRS has specific definitions of a business (purpose is to make a profit, it is engaged with continuity and regularity, etc.). You need to meet these requirements in order to claim your writing as a business for tax purposes. Again, consult a professional for advice on this!

If your business is reclassified as a “hobby” you will lose deductions, among other repercussions. Don’t begin claiming writing as a business until you can show at least some profit. You will be required to show a profit on a regular, yearly basis to keep from having your writing being reclassified as a hobby.

The goal of a business is to make a profit, which should be kept in mind when it comes to tax classifications.
Posted in book reviews, books, cover design, editing, giveaway, marketing, publishing, self publishing, social media, writing, writing advice, writing tips

Indie Author Basics: Marketing

Whether an author hires out marketing duties or takes them on personally, it’s important to understand the basics.

Word of Mouth

Achieving good word of mouth requires having a professional, high quality product.

Word of mouth is still the best way to sell anything because the recommendation is coming from someone the person likes and trusts.

To get good word or mouth for your books, you need a professional, high quality product. Make sure your editing is clean and the book cover does not look homemade.

You should also actively encourage readers to share your book and talk about it publicly. This can be accomplished through street teams, contests that require sharing a post or writing a review, or putting a reminder the back matter of the book.

Social Media

Post on your social media platforms regularly to keep people engaged. Utilize a mix of informational, funny, promotional, or talking point types of posts.

Utilize social media ads to sell directly to interested readers who already like/follow you. You can also target lookalike audiences of similar authors and unique to reach new customers.

Free/Paid advertising

Free advertising options including posting to book-related Facebook groups (there are tons of these), newsletter swaps, blogging, creating Pinterest boards for your books or characters, and adding books to book sites like My Book Cave and Goodreads.

Paid advertising options include social media ads (pretty much all platforms are willing to take your money in the form of ads hosting), Amazon ads, book-related paid newsletters like FreeBooksy or BookBub, print ads in literary magazines or your local newspaper or circular, sponsorships, and paid online takeovers and parties.

DON’T pay for reviews, ever! It’s against retailers’ terms of service and you can be penalized. Paying a fee to have your book listed in a review catalogue is okay because you are not paying for individual reviews, just the listing.

Networking/Collaborating

Collaborate with other authors to expand your reach.
Photo by fauxels on Pexels.com

Get involved with group promos and events with other authors. You can usually find out about these by joining online authors groups like Alessandra Torre Inkers. These types of collaborations expands your reach and allows you to share fans with and of other authors.

Copywriting

Learn to write engaging ad copy and book cover copy in order to catch the interest of readers. Blurb writing is challenging, and can be hired out if you don’t feel comfortable writing in short form.

Test different ads through A/B testing and determine what type of wording and what styles work best with your audience. Update your ads often because tastes change frequently. Study blurbs for books in your genre to learn more about the style and conventions readers will look for.

Use professional graphics (Pixabay, Canva, Deposit Photos) in all promotional material. DO NOT pull images from a Google search, because the may be copyrighted and you could end up with legal action and fines. There are plenty of free options out there, like Pixabay, if you’re on a tight budget. The same rules apply to music if you post videos.

Planning

Plan according to the amount of time you can realistically put toward marketing.

Determine how much time you REALISTICALLY have each week to put toward marketing, and build your marketing plan around that. Set daily, weekly, monthly tasks AND stick to them. Good things to include are social media posts, submitting books to newsletters, reviewing and updating ads, and engaging with readers.

Plan major campaigns (new releases, holidays, etc.) at least a month in advance, more if possible. Holidays need advanced planning more than almost anything else because newsletter slots will fill up quickly and ad costs may be higher than usual. Bloggers are also much busier and so are readers.

Ideas for major campaigns include hosting virtual parties, running giveaways, participating in takeovers or having other authors takeover your pages (especially popular on Instagram lately), running sales on your books, or hosting a live or online event to celebrate new releases or writing milestones.

Host an online or in-person event to celebrate new releases or writing milestones.
Posted in books, creative writing, marketing, publishing, self publishing, social media, writing, writing advice

Indie Author Basics: Author Platform

What is an author platform, and what is it used for?

Learn more about what an author platform is, why you need one, and how to make use of it.
Use your platform to build and engage your community and to boost your reach and visibility.

An author’s platform is their ability to market their work using their overall visibility to reach reader. This includes:

  • Reach of social media accounts
  • Connections with other authors, publishers, agents, literary people
  • Relationship with media
  • Measured by their ability to use their influence and reach to sell books and boost their career

What do you need to start building an author platform?

Setting up a website is an important step in building an author platform. It provides basic information about you and your books, and is an easy way for readers and industry professionals to make contact with you.

Email list are key in developing a platform that can be used to sell books. An email list is a direct route for sharing news, sales, and updates with readers who are already interested in what you’re doing. You’ll have much better return on your time an investment than cold advertising.

Social media is necessary in today’s publishing and marketing world. Social media allows you to share updates and expand your visibility easily. Regular posts and accounts are free to setup and use. Social media also helps you start cultivating a community and building trust with your readers. It also help readers to forms bonds with other readers as well as with you.

How do you make use of your author platform?

Make the best use of your website by listing all of your books (in order if you have series!), contact info, official bio, other platforms readers can find you on, and your blog if you decide to have one.

Start building your email list as early as possible. Don’t wait until you have a book published. Send regular updates about you, your writing, and what sales or releases you have coming up in the next month.

When getting started with social media, start with one account and expand in accordance with the amount of time you have to put toward social media. Don’t go overboard and overwhelm yourself! Share regularly, and keep in mind that pictures and videos often get most engagement.

Share updates, personal info you’re comfortable sharing, news releases, sales, funny posts, informational posts, whatever else you think your readers will find interesting. Limit advertising posts to 25% of total posts. Use social media to build a community more than to push sales. Engage the community with questions, polls, giveaways, and ask for input when you need it or when you think your readers will enjoy participating in the process.

Posted in books, marketing, publishing, self publishing, writing

Indie Author Basics: Organizing Events

Organizing your own event can be intimidating, but knowing what to expect and how to prepare can make it a little easier.

Book signings are often the first type of author event that comes to mind, but don’t limit yourself to only one mode of celebrating your work. Consider setting up a reading, author talk, educational presentation, workshop, release party, themed or holiday event, or join a local arts event.

Bookstores

If you intend to approach a bookstore for your event, there are a few important factors to consider.

Many bigger, chain bookstores will only schedule events with agented authors whose books have buyback options (most POD printers do not offer this). It can be challenging for indie authors to set up book signing or author talks at these stores, but it is always worth speaking to someone in person to see if they alternate arrangements.

Smaller or independent bookstores have more flexibility to work with authors. Many will take books for a signing on consignment and offer the author a profit split for those that are sold during the event. Some may even agree to stock consigned books for a specific amount of time.

When contacting book stores, you often need to reach out to the buyer for your genre. If they aren’t listed on a website, call the store and ask to speak with the books/fiction manager about setting up an event. Do this 1-2 months in advance.

Be sure to ask: whether they will order the books or if you will nee to provide them and when they will need them by, what the profit split is for consigned books, if will they stock leftover books, what equipment they will provide and what do you need to provide, where in the store the event will be held, where you can hang posters to advertise the event, and if they have any other rules or restrictions you should be aware of.

Other Venues

Don’t limit yourself to bookstores for you events. Coffee shops and restaurants are great alternatives for release parties, readings, or speaking events. You may need to rent the space or purchase a certain amount of food/drinks. Each business will handle this differently, and it may take some negotiating and shopping around to find something that works with your budget. Hotel conference rooms tend to be more pricey, but can host larger crowds.

If your book has a specific theme or character’s job central to the storyline, you may consider approaching a related organization or business. One author posted about hosting a signing at a fire station because her main character was a firefighter. It was a great success, because kids were able to see the trucks while the adults chatted about books, making it a fun family event.

Other Events

Pay attention to what community events are available in your area. Craft fairs and makers markets are often open to a wide variety of artists, including authors. Many of these events require paying either a booth fee or a share of sales. Consider not only your potential sales, but your chance for exposure at these events.

It’s often a good idea to sell books for a rounded price to make it easier for people to pay cash and not have to worry about providing change. Also, consider having a way to take credit card payments on a device such as Square.

Art walks, festivals, Comic Cons, and holiday events are also great options for authors to sell books. Look for separate booth fee pricing for artists. Not all events will offer this, but if the option is available, the booth fee is usually significantly cheaper than those for businesses. Be ready with a tall banner sign and business cards or postcards for people to take to remember you and your books later.

Final Tips

Set up or sign up for events as early as possible. Events like this often sell out quickly and venues have a variety of events all year that you will need to schedule around.

Bring you own bags (personalized if possible) to events not at bookstores. Books are awkward to carry around all day without a bag.

Have smaller, cheaper items available for sale. Book themed bags, pens, bookmarks, jewelry, etc. make great small gifts for book lovers even if visitors aren’t particularly interested in your books.

Have a short pitch ready to tell people what your book is about and don’t be afraid to sing it’s praises!