In the past the book advertising activities ranged from traditional print display ads, direct mail and email campaigns to online pay per click ads. These kinds of book advertising activities were expensive, so much so only the publishers could afford these expensive book advertising campaigns. Furthermore; author’s advances and royalties were never large enough to allow authors to do their own book advertising if a publisher declined to invest in these necessary book advertising campaigns. How many times in the past have we heard authors complain that their publisher had let them down regarding the book advertising of their latest release?
Worse, the old school book advertising efforts were often for naught even if a publisher was fully engaged. Why say that? Because the number of books sold by a given published author averages 2000 copies per run and if self-published that number plummets to a mere trickle at a 150 books, roughly the number of friends and family an author may have. In any case, it’s hard to argue that the old book advertising model was particularly effective in the past.
Today the marketing challenges are different and far more varied. Most of the work still revolves around the writing, editing and marketing of the work but the actual publishing/distribution aspects have been addressed by the likes of Amazon. However; the marketing piece of the puzzle is a bit of a quandary and requires the greatest flexibility on the part of the fledgling author. Worse, Internet book advertising is both time consuming and expensive. The web book advertising tasks can involve a book site or minimally a blog for the author’s various fans to turn to. What you may not have heard is the term Internet Aggregators. Aggregators pull “products” together and offer them for sale under a single domain. You know who they are, for example, iTunes aggregates music for consumers while Amazon is, of course, is a massive aggregator of music, books, ebooks and retail in general.
Google’s AdSense pay to play book advertising completes the selling cycle by pulling the publishers’ offerings together in a series of ads for a perspective reader. If you have money you could have somebody else do the AdSense campaign work but you still must monitor the ongoing mess and those services will cost you a hefty consulting bill.
How about cheaper Internet book advertising alternatives to AdSense such as Search Engine Optimization marketing? Well, everyone is aware of the dominance of Google among the search engine providers. Filtering Software such as Google completes the supply and demand cycle for many consumers but to do so keywords must connect the consumer to the corresponding URL. That URL is not just to a top-level domain such as Amazon but include a host of other pages that exist at the aggregator’s site. Of course, some of those pages link to the book you are trying to sell but good luck with any consumer finding your specific offering among the hundreds of thousands of other books and ebooks at Amazon. Targeting and directing readers to your specific URL requires intricate knowledge of Search Engine Optimization and more than just a working knowledge of keywords. All are daunting book advertising challenges for the uninitiated author.
Now add to the mix a new Web 2.0 social media world and their demanding book advertising requirements. To compete, the author must now undertake numerous book advertising efforts related to Facebook, YouTube and Twitter in order to grow and maintain a fan base. In the past that type of fan activity had been relegated to the obligatory series of author interviews and book signings. Not anymore and this brave, new book advertising world is leaving many promising authors unread and in the dust!
The solution: BookIM and its affordable proactive SEO and Web 2.0 book advertising campaigns.