Penny Sansevieri: Promote Yourself Online

I'm so thrilled to have Penny visit my blog again with more advice about promotion. Do yourself a favor and take time to read this article. Then, if you don't have a blog, start one. It's easy.

Simple Ways to Promote Yourself Online


In as much as I’ve taught Internet marketing and publicity classes, the idea of marketing yourself online is still very confusing to a lot of people. Let’s face it; our company has a department dedicated to this. Why? Because stuff changes all the time on the Internet; if we didn’t have a dedicated department researching this and reading all the “geek stuff,” we’d never be able to keep up. But for right now I want to give you the bottom line basics because at the end of the day, we all need to start somewhere and the best place to start is online.

Blogging: If you don’t feel like you can do anything online or you don’t have the time for extensive promotion, the quickest and simplest thing you can do is have a blog. A blog is a great way to keep your site fresh (search engines love sites that are updated often) and a blog is a great way to reach your reader. If you don’t have a blog or haven’t blogged in a while, take heart: start somewhere and plan to blog a minimum of twice weekly. You’ll need at least two posts a week to keep it current. The biggest problem though with new bloggers is deciding what to blog about. Well, here are some ideas:

· Talk about trends in the industry you’re in (this works even if you write fiction, talk about the publishing industry…)

· Review other (similar) books – this is a great way to network with other people in your market

· Blog “in character” – readers love this!

· Develop your next story on your blog: you can ask for reader feedback on story direction, characters, etc.

· Lend your voice to a “hot” industry issue or controversy

· Comment on other blogs or feature them on your blog

· Interview people on your blog

· Talk about the elephant in the room: if there’s a looming issue in your market, why not offer your insight on your blog?

Feedback and blog comments: if you aren’t getting people commenting on your blog, don’t despair, it takes a while to get folks commenting and offering feedback, but the more you can tap into issues your reader cares about, the more comments you’ll see popping up on your blog.

Publishing content: The internet has really opened the door to publishing and pushing a lot of content online. Whether it’s articles, audio, or video, there’s a home for all of it on the ‘Net. Consider doing article syndication as a good place to start pushing content online. Here are some basic guidelines for article syndication:

· You don’t get paid for this syndication. This is always the first question I get when I talk to authors about syndicating their articles, book excerpts, or tip sheets. You post it online for others to use and promote you, what could be better?

· Your articles need to be helpful, not self-promotional. The more helpful they are, the more likely they are to be used. Yes you can mention your book but my recommendation is to keep any and all promotion of it to your byline.

· Article titles are important. Remember that the title of your article must be a description, don’t make people guess what you’ve written about. If you do, you’ll find your pieces aren’t as popular as you’d like them to be.

· Articles should be a minimum of 500 words, max of 2,000. Generally the most popular pieces are around 1,000 words. Don’t forget your byline and web site address. Also, and very important, get those articles edited before they go out on the ‘Net. Once you send them out, you can never get them back.

Participate: when it comes to online promotion, it’s really about participating. Think of the Internet as one big cocktail party. Go strike up a conversation with someone who you’d like to get to know better. Here’s a great way to do that. First, go to Technorati.com and find the top five blogs in your market, then watch them for a week or so and when you’re comfortable with what they’re talking about and the angle of their message, start posting comments and offering your own insight into their postings. Bloggers love comments and by participating you’re doing two things: you’re doing some virtual networking (aka cyber-schmoozing) and you’re promoting yourself via the link back to your site that’s part of your post every time you comment.

Conduct your own blog tour: after you’ve done some virtual networking and gotten to know some folks in your industry you’ll want to contact them to see about guest blogging opportunities. Guest blogging is pretty simple, you post an article on a site (sometimes it’s also a Q&A) and you respond to comments that come in during that day or week that you’re guest blogging. Be ready to host a blog tour of your own and unless the content is really off-topic from your site, I recommend that you consider it.

Blog carnivals: if you haven’t participated in a blog carnival and you’ve been blogging for a while then head on over to http://blogcarnival.com and get started. Honestly, it’s super easy. Just find a category/topic that you can speak to or have blogged on and submit those blogs for consideration. It’s a great way to virtually network and publish more content online.

Help promote the good stuff: do you get Google alerts on yourself? If you don’t, you should and here’s why: how else will you know what people are saying about you online? Google alerts is a simple way to monitor the cyber-chatter and get in touch with folks who review your book or feature you on their site. You can also go to Technorati.com, plug in your name, company name or title of your book and see what you pull up, then you can subscribe to the syndication feed of the search (just hit the RSS button and it’ll automatically subscribe you to that feed). Once you have your feeds all ready to go you’ll want to promote all the good stuff. How can you do that? Well first off offer a cyber thank-you to whoever mentioned you, reviewed your book or featured you on their site. Next, link to their site from your blog and finally, go to a few social bookmarking sites and bookmark these postings for enhanced exposure. Here’s how you do that: go to either Digg.com, Stumbledupon.com, or Delicious.com and create accounts (this takes just a few minutes). Then follow the instructions to bookmark a blog post or page on the site that’s featured you. This will help drive interest (and possibly traffic) to the site (which site owners will love you for) because you’re placing it in a public bookmarking system.

There’s a lot more you can do online, the possibilities are really endless but what I’ve found is that the confused mind doesn’t take action, so the simpler you keep it, the more you’ll do. If only one thing on this list appeals to you, that’s great. Keep in mind, doing one more thing this week than you did last week keeps you moving forward and helps you continue to create marketing momentum for your book!
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Penny C. Sansevieri, CEO and founder of Author Marketing Experts, Inc., is a best-selling author and internationally recognized book marketing and media relations expert. Her company is one of the leaders in the publishing industry and has developed some of the most cutting-edge book marketing campaigns. She is the author of five books, including Book to Bestseller which has been called the "road map to publishing success." AME is the first marketing and publicity firm to use Internet promotion to its full impact through The Virtual Author Tour™, which strategically works with social networking sites, blogs, Twitter, ezines, video sites, and relevant sites to push an authors message into the virtual community and connect with sites related to the book's topic, positioning the author in his or her market. In the past 15 months their creative marketing strategies have helped land 10 books on the New York Times Bestseller list. To learn more about Penny’s books or her promotional services, you can visit her web site at http://www.amarketingexpert.com.



Copyright ã 2010 Penny C. Sansevieri

Penny Sansevieri: Red Hot Internet Publicity

Penny is back to answer more questions about marketing our books online. Here's an in-depth look at how we should be networking:

Social Networking on Blogs




We all know that it’s great to hop on social networks like Facebook, Squidoo and Twitter, right? But have you ever considered that a blog is a social network, too? You bet it is, but I’m talking specifically about the comment section within each blog. We all know that it’s great to pitch bloggers for your book or product, right? But there’s more to it. Really, it’s about online networking or cyber-schmoozing. Before you even target a blog for your pitch, you should get to know them first. Here’s how.

First, you’ll want to get to know the blogs in your market. To do this you’ll want to follow them and communicate with them via the comment section on their blogs. You can find these blogs through blog search engines like Google Blog Search and Technorati.com. Once you find the blogs that are top in your market (I suggest going after the top 5-10 to start with) then you’ll want to see what they post on and comment on their blog posts. What does this do? Well, it’ll help give you a voice on your top blogs and give the bloggers a chance to get to know you. Here are some tips for commenting intelligently on blogs:

· Be interesting and thought-provoking. Save the “wow, great blog” comments for when you are really looking to not impress someone.

· Watch, then comment. I recommend following the blog for a few weeks before jumping in. You want to get a sense of the tone of the blogger and how he or she responds to comments.

· Try commenting on at least five blogs a week, this way you’re not spending all of your free time doing this and still you’re able to get a voice out there in the blog-o-sphere.

· Offer additional insight to the blog post, perhaps you’ve had a different experience than what the blogger cited. If so, politely and intelligently tell them your viewpoint and invite other ideas.

· Be entertaining, engaging, and helpful. Always. Don’t push your book, yes you can mention it - but don’t push it, that’s a big no-no.

· Try to build a rapport with the blogger by being consistent, that’s why you don’t want to follow too many bloggers. You’ll be too fragmented this way.

· Be inspiring, readers love inspiration. Don’t just gush for the sake of gushing.

Commenting on blogs posts is a sort of social networking, even better in fact because blog posts and their associated comments are searchable. Keep in mind that you’ll want to always list your URL when you log in (and most blogs require that you do log in and leave your online “footprint”).

Once you have spent sufficient time online you’ll start to get to know the bloggers that are a significant “voice” in your industry. This type of networking will help when you go back to pitch them your story, book or product. Remember that bloggers, like any other on or offline media, want the scoop. So give them what they want. Here are a few tips for pitching bloggers once you’ve networked with them:

· Know what they like: don’t pitch them a book review if they don’t review books. Just because you have become commenter-extraordinaire doesn’t mean that they’ll bend the rules for you. Well, they might, but better to let them suggest it.

· If the blogger does review books and/or products check out their submission guidelines before sending them a pitch.

· If you’re sending them a story idea be sure and tell them if you’ve pitched this idea to anyone else. If they have an exclusive, tell them and give them a (reasonable) deadline for responding if you’re going to shop this around.

· Present the unexpected: it’s OK to take chances, it really is as long as you stay on topic. Pitch the blogger, you never know what could happen.

· Make it easy: if you’re pitching them a story don’t just pitch them and expect them to do all the work. Make it easy on them by offering to co-interview (when appropriate) or offering them experts you think might work well for the piece.

The key is that as you’re getting known online, the Internet is one big networking party. Just because you can hide behind your monitor doesn’t mean that you’re invisible. Remember that everything is your resume and everything leaves a footprint. The best thing you can do is get out and cyber-schmooze, the worst thing you can do is be unprepared. Do your homework and remember, online networking (when done effectively) can benefit you enormously both in your online footprint as well as the connections you’ll make. Don’t worry about spending hours on this, it’s really about quality not quantity. Get out there and social network on blogs, you’ll be glad you did.

Thank you so much for this information, Penny.