So you get a publishing deal - great!
It doesn't matter whether it's self-publishing or traditional print publishing - we'll assume that you reached your goal - as the principles of marketing online apply the same in any instance.
So, what now?
First, comes the website.
The Website
Your website is your business presence online. And that's a very important point to underline.
Of course, you may not know very much about websites or how to build one, which may present a problem. If your serious about your work, you need to solve it in a business manner.
Far too often, new published writers get their mate Dave (or Davina, whoever), to build a website for them. This is a big no-no.
Sure, we live in a world where many people can build a webpage, and that includes your mate Dave. But we're not talking about building a webpage or a website - we're talking about building a business, and anchoring it on the internet at that.
If your mate Dave isn't already managing a very successful online business, he has no place in trying to build yours for you.
You need to get professional help on setting up online.
While there are plenty of companies out there who are willing to do so by charging you your entire advance, what you need to do first is find out what actual issues you need to address.
Luckily for you, there are
business forums online where successful internet entrepreneurs who will be happy to help and provide advice - technical issues you need to watch for, the right questions you need to ask, and anything else you need to bear in mind to reach your website goals.
And just to help you get started, here's a couple of key tips:
1. Get your own domain
Why? It allows you control over your online identity, and also empowers you to host your own website. Think: brand identity. Make sure you register it yourself in your own name. For .uk domains,
register here - for .com/.net/.org,
register here.
2. Get a website built
It really doesn't have to cost the earth - there are also plenty of companies out there who will
help set you up online simply and inexpensively.
3. Decide what additional features you want
Tip: You *don't* want a guestbook - it'll get filled with links to porn, viagra, and casino sites within a month.
Tip: If you're feeling adventurous and would like a forum, *don't* opt for phpbb just because it's free - likelihood is you'll get hacked by an Arab within a year, and there goes your site. If you're on a budget, get the free
SMF forum - if you're really serious, spend money with
vBulletin.
The Marketing
Let's assume you have the website up and running, giving you a platform for your internet presence.
Now comes the marketing.
At this point, lots of writers make a big mistake, and start joining forums and newsgroups to advertise their book.
This isn't marketing on a budget - this is forum spamming. And it's liable to get you a reputation for being an annoying dumb-ass.
No argument.
Let me let you in on a little secret - the internet is not simply a string a websites - it's a massive interconnecting community of people in itself, and websites are the nodes of communication between these communities.
Scenario: you're at the bar with a couple of friends, when a complete stranger runs up to you, interrupts your conversation, and tells you that they've written this genius book - then disappear again.
That's the real-world equivalent of forum spamming. Are you buying from them?
Now consider this: you're at the bar with a couple of friends, when another friend comes over, chats, then tells you about this great book they've read.
That's
New Marketing.
If you're marketing on a budget, being able to set yourself up within communities who share an interest in the genre you've written for is a great start.
If your work is good, you start generating good referals and recommendations from people. This helps your sales platform, and for some, it can really snowball...over a couple of years.
By itself it's not going to be enough of a marketing method for most though. The painful truth is that, at some point - and if you are really serious about promoting your work - you're going to have to start parting with your cash.
There are a couple of key ways you can do this:
1. Search Engine Optimisation (SEO)
If you got a good team to work on your website, it's already search engine friendly. Which is great, because search engines are one of the major methods people use to find information online. Increasing your visibility through SEO means increasing the likelihood of capturing new readers who were looking for something you happened to be able to provide.
However, be warned - there are some SEO practices that can get you wiped out from Google, Yahoo!, MSN, etc. Make sure you know what these are before you let a single company talk you into overly-aggressive tactics.
Also, don't simply shop around on price - there are SEO companies out there who charge a fortune just because some people are stupid enough to pay that price, and there are others who charge peanuts and are only good for monkeys. Try and find a middle ground.
2. Pay Per Click (PPC)
Another way to market your site is PPC - those ads to the right of Google when you do a search.
On the one hand, it can be a great way to raise the profile of your website and book and gain yourself high-quality sales leads. PPC can be a very effective marketing process.
On the other, it can be a very fiddly process, and if you don't learn how to track sales conversions with keyword targeting, then you can end up burning money.
If you have a large enough PPC budget, it may be worth hiring a company to manage the account for you. Just ensure that if you do, you know what they're actually do for you. Some will claim to be able to halve your PPC budget - but all they do is switch your campaign on and off during the day. Seriously.
3. Advertising
Believe it or not, advertising is often a very inefficient way to generate sales. The margins are often poor, and sometimes advertising campaigns are created out of vanity than any real brand awareness exercise.
As with many above points, you're going to have to exercise some initiative here - not least in finding website with real traffic in your genre area that will actually convert to sales profitably.
It can be done, but try not to get carried away with too much too quickly - remember, you're not looking for your name on every second webpage, but an actual return on investment.
Conclusion
Forget the daydream where you simply sell on the brilliance of your talent - that's all it is - a daydream.
If you're serious about being a writer, you're going to have to treat it seriously as a business - that's if you want to aim to be as successful as possible.
That may seem daunting, but the same can be said for writing a book. You got this far - don't give up now.
So to end, here's a few simple business tips to help you with your writing business:
1. Be professional at all times - alienate your industry and readers at your peril;
2. Mind what you say in public - search engines can be your friend...or your enemy;
3. Have clear goals - what you think you can achieve, and how to achieve them;
4. Remain flexible - the internet is as changing as the sea, so learn to surf the waves;
5. Persevere - success is 10% innovation, and 90% perspiration - or something like that;
6. Track your spending - don't throw good money after bad, make sure you know what returns you're getting;
7. Keep it real - keep your imagination in storytelling, and be practical in your business dealings;
8. Good luck!