editorial

Online Branding for Authors: How it Really Works

Irene Watson

In the beginning of the Internet era it was important to have a website but then it wasn't enough. We needed to do social media and the self-acclaimed gurus jumped on the idea giving us all kinds of tips, suggestions, and ways to market through social media.  That was then.  Now experts are saying that much of social media  ends up being a one-way street  and most people want their followers to buy something from them.  Note I said "followers." As well, they are saying that Facebook Wouldn't Become an e-Commerce Force. (Wall Street Journal.)

Yes, that's right -  followers.  We all become followers but only for one reason and that is to have the person we are following to follow us so we can sell them something. In our case, as authors, it's our books.  In the end it just becomes a following game with a huge list of followers and following.  And, that's all it is - just a list.  Some think that the more followers you have the better off you are. Not.  It's just a list and having a huge list doesn't move the dial on the who-gives-a-crap meter at all.

So what really works? Branding yourself.  Branding isn't a new concept but it seems like it fell by the wayside when social media ran rampant with unfavorable results. In order to use social media successfully you need to brand yourself first.  A good example is Seth Godin, the #1 marketing blogger. He started off as a book packager and now is considered one of the top experts in the marketing industry. How did that happen?  Branding.  It then led to credibility which led to successful social media marketing.

Branding is a little different than it used to be since the Internet era took over; a cool logo,  a catchy tagline, or your book cover no longer do the trick.  There are other things that establish a brand:

1.  Conversation.  This means a dialog and not just posting a tweet in your Twitter account and hoping someone will read it.  It also doesn't mean posting a Facebook comment and then leaving it in hopes someone will read it.  It means you need to be available to respond to comments. You must participate in conversation and be on top of what people are saying, not only to you but about you. You must also participate in other people's posts and carry on the conversation with them.

2. Make Headlines.  Yikes! That could be a scary one for those of us that are introverts. Appearing in the media is extremely important in brand building.  To gain media attention, first find the media that would be applicable to your expertise and send them pitches.  It helps to give producers a sample of your talking style so give them the links to your website where you keep your audio and video clips.  This establishes your brand as well as your platform. Author Liliane Desjardins has a good example of video clips.

3. Consistency.  Once you've established your brand keep it consistent. Don't change mid-stream because you are bored.  Expand but keep consistent.  You already have a following through conversation and expertise so don't lose them.  A brand is long lasting.

4.  Be Patient. The publishing industry is flooded with books...a million new titles per year.  None the less, you have a very good chance to stand out over and above many. Let's use drinking water as an example.  At one time, and not that long ago, water was water and it came out of the tap.  Now there are at least a fifty different brands: filtered, osmosis, spring, flavored, carbonated, electrolytes added, colored, from the high mountains, from the low mountains, from France, from the Rockies, and the list goes on and on.  No different than all the water suppliers you too can create a brand for yourself but it does take patience.

5. About Me Page.  This is one of the most important pages on your website or blog. This is where the world clicks to learn about you.  Focus on connecting with your potential readers; tell them about your professional history and expertise.  Also tell them about your hobbies and favorite activities. Yes, and even tell them about your pets.  This makes you real and someone we, as visitors, want to get to know. Learn what's best on the About Me page.

I keep stressing the "About Me/Us" as being extremely important.  A couple of weeks ago I put out a call for experts in the publishing industry  to appear on the AuthorsAccess show .  The first one I received was from a person wanting to talk about SEO for authors and provided a link to the company she represents. I immediately went to the "About Us" page to find out more about the company because I wanted credibility.  There was nothing on the page to indicate there were humans involved; the only thing on a page was a bunch of content that didn't say much although there were at least 6 long paragraphs.  Two strikes against them:  no disclosure who they are, and, poor content for SEO.  No, we aren't going to interview her.

6.  Incorporate Social Media into Website.  This will not only make you look more knowledgeable but it will increase traffic to your site.  Suggestions: Facebook Like button, utilize SEO, use links, have a dynamic blog, and use a retweet button on the blog.  Ideas for driving traffic can be found here.

7. Monitor.  Be aware of what is going on and how your marketing strategies are making out. Signing up for Google Alerts will help you monitor references to you and your book. As well, you can monitor long tail  key words associated with your book that appear on blogs; you can then go to those blogs and make comments. This not only establishes your brand, and credibility, but also gives you link backs the Google likes so much.

8. Brag. Branding is all about relevancy, credibility and relationships.  Posting book reviews on your site will lend to your credibility. Include a logo of the review service or a photo of the reviewer.  Visual elements draw the visitors toward the content and give credibility at the same time.  Mention awards and recognitions you have received for your book, as well as any donations of your book you've made.  Post the photo of you giving books to a local shelter or library.

9. Be proactive.   The branding paradigm has changed and we have to change with it.  Having a website, Twitter and a Facebook page just isn't enough.  These days you have to have a total package which includes a multi-channel strategy to establish your brand on the Internet first. And, it takes time, commitment, and setting aside time everyday (yes, that means "every" day) to keep your brand in the forefront.

Did I miss any?  What are your thoughts?  I'd like to hear from you here.

Check out previous editorials

featured this week

Fiction - History, Adventure, Young Reader

A Colonial Adventure: Fitch Tavern Tales #1

Lea Ann Knight

Stone Croft Press (2010)
ISBN 9780982835708
Reviewed by Sophia McElroy (age 8) for Reader Views (4/11)

Synopsis

A Colonial Adventure by author Lee Ann Knight focuses on Skip Conway, a ten year old redhead with a cowlick-and a problem or two. Bullies are picking on her best friend, her little sister is missing and she needs to find her way back to the twenty-first century in time for dinner. In searching for her sister Ruby, Skip makes her way to the attic of her three hundred year old house. But instead of finding Ruby she finds a painting. One wrong step and Skip is thrust into preparations for a war--the American Revolution to be exact. Her twenty-first century house has now become an eighteenth century Tavern, bustling with plans to form a militia to fight the British.

Read review of A Colonial Adventure
Visit author's website

featured this week

Fiction - Sci-Fi, Fantasy, Teen, Young Adult

Shelby & Shauna Kitt and the Dimensional Holes

P. H. C. Marchesi

Out-of-this-world Books (2011)
ISBN 9780615475448
Reviewed by Ben Weldon (age 13) for Reader Views (4/11)

Synopsis

Shelby and Shauna Kitt & the Dimensional Holes, by author P.H.C. Marchesi, tells the story of two seemingly ordinary kids whose lives change drastically when the vice consul of Miriax shows up at their tiny apartment and recruits them to seal a dimensional hole through which evil Klodians have been travelling. In order to succeed in their mission, Shelby and Shauna discover skills they never thought they possessed, make friends they never expected to have, and face enemies they never imagined existed. Most of all, they discover that it will take more than special powers for them to face - and survive - the evil that threatens the galaxy.

Read review of Shelby & Shauna Kitt and the Dimensional Holes
Visit author's website

Spotlight - reader views literary awards winner

Richard Boes Award

Sworn to Secrecy for Life by Charles Joseph Fickey

Outskirts Press (2010)
ISBN 9781432761189

 

Charles Fickey was born in Morgantown, West Virginia. He served during World War II after being trained in the German language by the Army Counter Intelligence School. After spending two years in occupied Germany, he was discharged and served on military Reserve intelligence teams, in the National Guard and in the 306th Armor Group Reserve. As a civilian he worked for the Corps of Engineers Strategic Intelligence Division. A prior member of a senior writer’s group in New Canaan, CT, Charles is currently active in the Leisure World of Maryland Writers’ Workshop and is a member of the Historical Novel Association and the Thriller Writers Association. He is working on a sequel to Sworn to Secrecy for Life.

Synopsis: “Trust no one,” Hitler’s mistress, Eva Braun, carefully warns the precocious young German hero. She has no idea that the handsome young man with the perfect German accent was born with a West Virginia twang. Or that he is now an undercover American counterintelligence agent. Trained in the German language, history and military procedure, the seventeen year old from West Virginia has quickly found himself thrust deep into enemy territory as a clandestine agent whose identity is known only to FDR himself and his senior intelligence advisor. Eva’s advice notwithstanding, he rapidly becomes trusted by leading Axis dignitaries and their top advisors and accepted into the confidence of the highest Axis leaders.

Read review of Sworn to Secrecy for Life
Enter Literary Awards Program

List of 2010 Literary Awards Winners
Richard Boes Award

Spotlight - reader views literary awards winner

Reader Views Kids Award for Best Children’s Book of the Year

The Book About Tony Chestnut (with CD) by Laurie Monopoli

Hug-A-Chug Books (2010)
ISBN 9780615311395

Laurie Monopoli, educational specialist, children's advocate and founder of The Learning Station, has written the story that will bring the characters of this much-loved song to life. As a member of The Learning Station, the quality of Laurie's work in the fields of early childhood education and children's music are beyond comparison -- rivaled only by the genuine passion she displays in the writing of The Book About Tony Chestnut.

Synopsis: As Laurie Monopoli lovingly embraced her mission of lending faces, personalities and characters to the children, Tony Chestnut, Eileen, Neil, Pat, Bob, Russell and Skip, she drew upon her own childhood experiences. The story's compassionate message of friendship, kindness and sympathy speaks to children in a language they can understand, and conveys just the right blend of entertaining, gentle humor with a meaningful, true-to-heart message.

Inspired by the song, Tony Chestnut has entered the world of children's literature. This beautifully illustrated, 48 page book, appropriately titled, The Book About Tony Chestnut, brings all of the song's much-loved characters to life. Meet Tony Chestnut and his little sister Eileen and join them on a journey in friendship and a quest towards playground unity. It's like bringing your best friend home in a book format, this interactive children's story is destined to become a treasured favorite.

Read review of The Book About Tony Chestnut
Visit author's website

Enter Literary Awards Program
List of 2010 Literary Awards Winners
Reader Views Kids Award

This week's video

Hot Issues, Cool Choices: Facing Bullies, Peer Pressure, Popularity, and Put-downs

Sandra McLeod Humphrey
Prometheus Books (2007)
ISBN 9781591025696

Synopsis

Did you know that there are kids out there who don t even want to get out of bed in the morning because they know what going to school means for them?

If you are one of the cool kids at school, this book is for you.

But if you're not one of the cool kids, this book is especially for you.

Emerson Elementary isn't a real school, but it could be your elementary school. And the students at Emerson aren't real kids, but the problems they face are real, and so are the choices they make.

The Golden Rule is an old rule, but it's still a good rule to live by, and after reading this book, you may just possibly become a kinder, more compassionate human being, someone who treats others the way you want them to treat you.

So come along and join the students at Emerson Elementary and help them make some cool choices!

Information and purchase book