Online marketing can be very useful, but when does it become a time suck? Are there industries where online marketing is more likely to fail? Or are any potential failures just the result of bungled efforts?
I recently read this article about an author's problems marketing her novel online: One Author Speaks Out About The Bad Side Of Online Promotions. It was interesting to read a post that contained both missed opportunities on the part of the author as well as justified limitations to her online marketing efforts.
The author in the blog post felt as though she had largely wasted her hours of online promotion for a recently published book. I would like to offer the following advice both as a humble rebuttal as well as in hopes of helping other authors think about their online promotions.
Lessons To Be Learned
There are a lot of lessons illustrated in the author's blog post. Here are a few that jumped out at me, along with corresponding quotes from her interview:
"I blogged, guest blogged, blogged at Amazon, podcasted, was interviewed by books bloggers and book review websites, joined Facebook, and Twittered. I also joined several networking sites and writers organizations associated with my genre."
Lesson #1: Don't spread yourself too thin. I'd recommend only participating in the number of social networks where you can provide value. It sounds like the author was spreading herself across the entire internet, rather than focusing on a targeted community and fulfilling a need they had.
"I concentrated all of this effort in the month my book released and the two immediately following."
Lesson #2: Don't wait until the book is out to build community. This is possibly the biggest mistake for any author. Waiting until your book is published before starting your online community building is like waiting to buy flood insurance until after the waters recede - you should have thought of it before the big event. Work in advance to build an audience so you can all start promoting the book once it hits shelves.
"For three months, all the time I normally spent online and more was focused on Internet promotion: 3 to 8 hours a day...This interview, for example, took me 9 hours to write."
Lesson #3: Need to manage expectations and time. Authors should plan to spend a good deal of time with promotion, depending on their motivation, size of potential audience, and other factors. (Good) online promotion takes a real investment of time. That said, 9 hours on a 6 page interview seems way too long to me. If that's a regular occurrence, you should consider honing your verbal skills and complete other interviews orally.
"...I was able to track the outcomes of individual interviews. The results were shocking. After an interview posted on a website claiming thousands of unique visitors per day, exactly one person followed the link to my website."
Lesson #4: Clarify your goals. Earlier, the author stated that the goal of her online promotion was to increase name and book title recognition. If so, then don't judge your success on CTR or web traffic. Determine what you want, figure out success metrics (ask "How do I envision success"), and then execute.
"I know some will say I'm missing the point; that the objective of all this activity is to build the author's long-term [i]nternet presence and establish a brand. But to a newly published author, 'online promotion' is synonymous with 'sales.' It has to be."
Lesson #5: Community leads to sales, not necessarily vice versa. If you only go online for the sale, you will fail; if you go online to provide value/access, you will make the sale. Consider David Meerman Scott - he is active in the community and gives most of his content away for free. Crazy? Nope. He knows that he attracts fans through the free content and he makes his money selling books to this targeted, pre-engaged audience and by speaking to them at conferences. A short-sighted attitude toward sales will kill you online.
"Once content is posted, it doesn't go anywhere. It just sits for awhile, then disappears. By contrast, articles and blog posts made at the major online magazines and newspapers show up at dozens of other websites within minutes."
Lesson #6: All traffic is not the same. Besides showing a somewhat alarming naivety regarding search, this quote implies that all online traffic has roughly the same worth. For most authors, a targeted focus on niche audiences is far more likely to yield interest, buzz, and sales.
"[N]o one even knows if Twittering and social network sites sell books."
Lesson #7: Social networking sites don't sell books. You sell books. Read that sentence again and really take it in. It might be the most important thing you find in this post.
With that in mind, consider that Charlene Li and Josh Bernoff compares the traditional sales function to "energizing" in their fantastic book, Groundswell. Instead of hard-line sales tactics, social networking "[m]akes it possible for your enthusiastic customers to help sell each other" (page 69).
Or, if you're still pessimistic about the power of your online connections, consider this excellent article by David Alston called "Social Media ROI - What's the 'Return on Ignoring'?" Alston makes the convincing, even simplistic, case that doing nothing will result in...nothing.
"But what does "return on investment" really stand for in a business? Roughly translated, it means the value we expect to get out of all the effort we put into something. It's the definition of the output (return) from an input (investment).
But here's the trick: ignoring the input, or doing nothing in social media, will surely guarantee no return at all."
The Right Attitude
I don't want it to sound as though the author was clueless; that's certainly not the case. Throughout the blog post, I marked sections where I thought her concept of social networking and online marketing were correct.
For instance, as an unschooled professional, she taught herself a lot about the importance of search. Despite one or two missteps, she does present search accurately and astutely as a marketing tool. In fact, she may not give herself enough credit for the results she had (which were fairly fantastic).
Readers could also tell that the author had a long history of being online, even if she wasn't marketing herself this whole time. Familiarity with the online channel greatly decreases the learning curve for online marketing.
And finally, she seems to have a good understanding (more than me, certainly) of the relationship between author and publicist regarding online promotion. If she's to be believe - and I have no reason not to - the book publishing promotion world still seems centered on in-store and other offline promotions. On the flip side, she also understands that relying on a publicist for online connections would be a mistake.
Worth A Read
In general, I enjoyed this post because it gave me a lot to think about and showed insight into a field I know less about, though am interested in.
The point of this post is to help other authors avoid the pitfalls she went through. Was this helpful? Or did I skip over an essential lesson? Please leave your comments and suggestions for other authors below.
(Image courtesy of Pathfinder Linden via Flickr)