Whether you are marketing online as an author or as a business professional promoting your company’s products, the principles of marketing on the Internet are the same:
First, you avoid the “hard sell.” In other words, you do not tweet on Twitter “Buy my product” nor do you post on Facebook “You must read my book.” Instead you do share a link to a review of your book or a link to a review of your product.
You share your Unique Selling Proposition with your online connections, which “encourages” them to check out your website or your Facebook Page or your Twitter profile. (Your Pinterest boards may also be of interest.)
For example, if you manufacture butter in a special process, you might share that your special process enables the butter to stay fresher for longer than other brands. (Of course you do not give away the trade secret specifics of that process.)
Second, you share the related information of other people on the web. If you are a book author, you can share other books you have really liked. And if promoting a product, maybe there is a related product you can recommend.
One of the collaborative sites online is Triberr.com — where you can become a member of a group of bloggers who tweet the links of new blog posts written by other members of the group.
What I especially like about Triberr is that I can decide on an individual basis if I want to tweet a blog post. For example, even if I like a blogger yet do not think a particular post is good for my Twitter followers, I do not have to tweet that post link.
Third, you can use your Twitter, Facebook, and other social media connections to be a news feed for you on various subject areas of interest to you.
While at first glance this activity may not seem to advance your own book or product promotion, it can keep you informed of new opportunities as well as potential sand traps.
Fourth, the more you know about online marketing, the more you can “blend” your pool of information to figure out strategies for your specific products or books and ebooks.
Getting information from multiple sources helps prevent you from taking one person’s advice as the ultimate truth. The fact is that there is NOT a one-size-fits-all online marketing strategy for everyone, especially given the range of products and books available online and offline.
The bottom line? Nowadays very few authors and business professionals can afford to ignore online marketing.
And for book authors, the corollary of this is that you cannot afford to only have your books in physical formats. Check that you own the electronic rights to previously published books of yours — and then get them converted into ebooks asap.
Thanks to the Internet, marketing has never before been so open to experimentation and control by authors and business professionals themselves. Take advantage of these opportunities now!
© 2012 Miller Mosaic LLC
Phyllis Zimbler Miller is the co-founder of Miller Mosaic LLC and the author of fiction and nonfiction books and ebooks, including the HOW TO SUCCEED series for teens and young adults. She has currently enrolled the second book in the series, HOW TO SUCCEED IN COLLEGE AND PREP FOR BEYOND COLLEGE, in Amazon’s Kindle Select option.