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Kick start your online campaign

January 16, 2012

Lest you think that professional marketers in the publishing business possess all the secrets about book publicity, they don’t. Book marketing is far from being an exact science, partly because it’s in a constant state of flux.

That’s a good thing because new promotional opportunities to connect with readers are emerging every day. And today, every author has abundant access to the tools of promotion to make those all important connections.

However, if you’ve got the budget, consider hiring a professional marketer—whether a publicist or digital marketing specialist—to help you jump start your book campaign and identify the best promotional opportunties. Take advantage of his/her experience to learn the basics before you go it alone. Think of it this way: how much is your time worth? If hiring a pro will save you 80 hours of research and reaching out to leads, then is that money well spent?

It bears repeating: hiring a pro for your book’s launch is simply a kickstart to your ongoing campaign for your book. The key word here is ongoing.

In the video below you’ll see Fauzia Burke, who heads a book marketing company that specializes in online promotions, talking about the changes she sees in the marketplace. There are good lessons here for any author.

Burke describes a departure from event marketing. Rather than treating a book launch like a singular event, an author and publisher have a greater opportunity by promoting the author’s entire body of work over a longer period of time.

Novelist Ruth Ann Nordin knows this, too. See her thoughtful blog post about the marathon required in book promotion. Most interesting, she talks about how “promotion is about investing in people.”  This writer understands that successful promotion is about building relationships, it’s about earning the attention for your work.  And like almost anything worthwhile, that takes time.

We’re all in this for the long haul.  Are you wearing your comfortable shoes?

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