Taking the Offensive in Book Marketing
3 Ways The Publishing Industry Can Go on the Marketing Offensive
In your marketing strategy, are you thinking about how you can approach marketing offensively through innovation, creativity, tools, and execution?
Social media guru Gary Vaynerchuk just released this video. It challenged me to think about how the publishing industry could quit being defensive, but in fact, take the offensive.
TAKING THE OFFENSIVE
We all know the publishing industry is behind the bell curve when it comes to marketing, but we don’t have to be. Here are three ways we can take the offensive and be better for it:
- Don’t Be Afraid to Tell Management What You’re Doing Isn’t Working – We need to be honest with ourselves that the majority of where we as publishers are spending our marketing dollars aren’t working. The game is changing, yet we don’t want to admit it. The way people are discovering books is drastically different today than it was 1 year ago and especially 5 years ago. The problem is we’re still marketing like things are the same. You’ll be surprised how they respond!
- Build Strategies to Directly Reach Consumers – Take a portion (possibly even greater than 50%) of your annual budget to focus on building your own database of consumers. This could be focused on your email lists, social media, or a blog to gain readership in a specific category.
- Allow Your Team to Experiment & Analyze – Let’s eliminate the plug and play marketing plans. We need to unleash our teams to think outside the box. I know that I’ve done that, I’ve been impressed with the ideas that end up being unleashed.
It’s important now more than ever that we’re the experts in the publishing industry if we want to continue to add value for our authors. Sure, authors are focused on building their platform numbers, but very few of them know how to sell books to that platform effectively. I don’t have it all figured out, but if you start with these three things, you’ll be taking small steps in the right direction.