How to Use Influencer Marketing To Promote Your Book (Engaging Influencers for my Publishing Clients) PREPARED FOR GroupHigh Virtual Summit April 28, 2015 @ChrisAbraham @GroupHigh #OutreachMarketing презентация

Publishing Clients)
PREPARED FOR GroupHigh Virtual Summit

April 28, 2015
@ChrisAbraham
@GroupHigh
#OutreachMarketing

and a decrease in traditional book reading, the margins on all but the top-sellers is paper thin
First-time and niche authors have much less support and resources towards book-promotion

Marketing budgets have been slashed or preserved for top sellers and top earners (that’s assuming you can even get a book deal these days)

GLOCK: THE RISE OF AMERICA’S GUN BY PAUL M. BARRETT

entry to social media

Social media enables both intimate one-to-one relationships with online influencers

Social also enables access to one-to-many and many-to-many social media shares

Influencer marketing allows authors to identify and then engage topically-relevant online influencers and bloggers

LAW OF THE JUNGLE BY PAUL M. BARRETT

online “shadow” book launch and book tour

You can do it on the cheap using just your time and talent or you can subscribe to a dedicated blogger outreach platform like GroupHigh with a little bit of treasure

Or, you can open your wallet and either collaborate with an expert or hire a publicist to do the outreach on your behalf (I’m always happy to help)

SEARCH ENGINE MARKETING BY MIKE MORAN & BILL HUNT

everyone as if they’re a Kardashian: be excited and grateful and don’t take anyone for granted – no matter how little clout (or Klout) -- and be willing to lavish time & attention on everyone

Be responsive and follow up more than once: “no reply” doesn’t mean “no”

Provide an exceptional gift: bloggers love bound galleys, they love hardcover copies drop-shipped. They’ll take paperbacks, some prefer Amazon-compatible downloads – but nobody at all loves a PDF attachment

MINDFUL WORK BY DAVID GELLES

lavish as many books, at much attention, and as much time was as required to make a connection and honor each influencer:

Paul M. Barrett was willing to brave the gun message boards for Glock

Amy Wilkinson hosted a reddit IAmA question and answer session

Mike Moran & Bill Hunt never met an interview they weren’t willing to take

David Gelles took podcast interviews as readily as NPR interviews

THE CREATOR’S CODE BY AMY WILKINSON

sites, and high-status A-level blogs are highly competitive

Don’t forsake the crème de la crème but don’t only rely on them to fuel your book’s promotion – everyone’s fighting to go to prom with the prom King and prom Queen

If you don’t already have a brand, it’s entirely possible to build a powerful brand from the bottom up: blog by blog, influencer by influencer

Social media goes beyond blogs, Facebook, and Twitter – don’t ignore message boards and specialty sites

rule #34 - If it exists there IS porn of it

mates with both the pro-gun and anti-gun online – I helped him connect with shooting sport hobbyists on both general sports shooting and Glock-specific message boards for his book Glock

I found David Gelles hundreds of influencers connected with the mindfulness movement, both spiritual and secular

I helped Amy Wilkinson connect with both entrepreneurs and women with the goal of connecting with women entrepreneurs

Mike Moran tapped me to help him and Bill Hunt track down everyone outside of their personal SEO/SEM database of contacts

years, I did all of my blogger outreach campaigns using Excel spreadsheets and then Google Sheets

I discovered bloggers using keywords on Google and blog search engines and tracked engagements on those blasted spreadsheets

You can do it cheap and hard or spend a little money to make it easier

I currently use a combination of Google, SDL SM2, InkyBee, and GroupHigh to do my blog and blogger research

I use GroupHigh to manage my outreach campaigns, including contacts & follow-ups

HAPPEN!

– Chris Abraham

“Be kind, for everyone you meet is fighting a hard battle”
– Philo of Alexandria
(or Plato or Ian MacLaren or John Watson)

Abraham
@chrisabraham
chris@gerr.is
+1 202-352-5051