Why Publicity Isn’t the Only Question Distributors Should Be Asking |
Top 5 Benefits of Using AI for Book Publishers and Authors
You'd be blind not to notice that just about every platform or software is introducing AI processes into its offering. So really, if you're a marketer and active in the digital/tech space there's really no avoiding it. It's here. It's everywhere. So let's unpack what's not so great about it by asking ChatGPT for the cons of artificial intelligence. Here's a few things to keep in mind: |
You can ask ChatGPT to provide a content strategy plan in a table format and provide a summary of each post and key takeaways. See below for inspiration and try it out today!
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- Dependence on Data Quality: AI's effectiveness depends on the quality and quantity of data available; poor data can lead to inaccurate predictions and recommendations.
- Lack of Human Touch: While AI can mimic human interactions, it may lack the emotional nuance and creativity that a human marketer can provide.
- Privacy Concerns: The use of AI in marketing often involves collecting and analysing personal data, which can raise privacy issues and require careful handling.
- Cost of Implementation: Initial setup and ongoing maintenance of AI tools can be costly, particularly for small publishers and independent authors.
- Risk of Over-Reliance: Over-relying on AI can lead to a lack of critical thinking and innovation in marketing strategies.
So while we need to be aware of the above, it seems the big key takeaways for marketers is that AI can assist with content creation and generating engaging content for various platforms. This can be especially useful for authors who may struggle with self-promotion or for busy marketers juggling multiple projects. ChatGPT can be a valuable brainstorming partner. Marketers can use it to generate ideas for book launch events, promotional campaigns, or even potential book titles. By providing diverse perspectives and creative suggestions, ChatGPT can inspire new approaches and innovative marketing strategies. However, it's essential to refine these ideas to align with the brand's voice and goals.
Embracing AI with Confidence
The thought of incorporating AI into book marketing may seem intimidating, especially for those unfamiliar with the technology. However, the benefits far outweigh the challenges. AI tools can simplify complex tasks, provide valuable insights, and enhance creativity. By leveraging these technologies, book marketers and independent authors can reach new audiences, streamline their workflows, and elevate their marketing efforts.
Remember AI is not here to replace human creativity and intuition but to complement them. It's a powerful tool that, when used wisely, can unlock new possibilities and help you stay ahead in a competitive market. So, don't be afraid to explore and experiment with AI in your book marketing journey. Embrace the potential of AI and let it help you share your stories with the world.
This blog post was written by
Rachael McDiarmid + ChatGPT
In today’s digital age, having an online presence is not just beneficial for authors - especially independently published authors - but essential.
A Central Hub for Your Work
First and foremost, a website serves as a one-stop-shop for everything related to your work. Readers, journalists, and potential collaborators can easily find information about your books, upcoming events, and media coverage. It’s your digital business card, available to anyone, anywhere, at any time. Other benefits include:
- Control Over Your Brand. With a website, you have complete control over your brand and how you present yourself to the world. Social media profiles are important, but they’re subject to changes in platform policies and algorithms. A website, however, is entirely yours. You can customise it to reflect your personality and the essence of your work.
- Improved Credibility. A professional website enhances your credibility as an author. It signals to readers and industry professionals that you’re serious about your writing career. This can be particularly important for independently published authors who are building their reputation from the ground up.
- Direct Sales and Mailing List Growth. Your website can function as a direct sales channel, allowing you to sell books and merchandise without relying solely on third-party retailers*. Additionally, it’s a prime tool for growing your mailing list, enabling you to keep in touch with your audience and inform them about new releases and events. *we’ll look at e-commerce tips and considerations in a future post
Preparing Your Website
When setting up your website make sure you’ve got these pages at a minimum:
- Home page. Your home page is the first impression visitors will have of your site. It should be visually appealing and clearly convey who you are and what you do. Include a brief introduction, your latest news or releases, and a clear call-to-action (CTA) such as “Sign Up for My Newsletter”.
- About Page. The about page is where you tell your story. Share your background, your journey as a writer, and what inspires your work. This helps readers connect with you on a personal level. Ensure you have a photo of you that can be downloaded in high res and used for media purposes or by event organisers.
- Books Page. Create a dedicated page for your books, with each title having its own sub-page. Include book covers, synopses, purchase links, and reviews. If you have several books, consider organising them by series or genre. Ensure your covers can also be downloaded (right click) in high res and for the love of God, put the ISBN, format, page count, and price on them. You wouldn’t believe how many people don’t put basic metadata on the book pages!
- Blog. A blog is an excellent way to keep your site dynamic and engage with readers. Share writing tips, behind-the-scenes insights, book reviews, and more. Regular updates can also improve your site’s SEO.
- Contact Page. Make it easy for readers and industry professionals to reach you. Include a contact form, your email address, and links to your social media profiles.
Maximising Search Engine Optimisation
A few more things to note:
- Keywords. Research relevant keywords for your genre and incorporate them into your website content. Tools like Google Keyword Planner can help you identify high-traffic keywords.
- Quality Content. Regularly update your site with high-quality, relevant content. This could be blog posts, book excerpts, or author updates. Search engines favour sites that are frequently updated with fresh content.
- Meta Descriptions. Use meta descriptions for each page on your site. These are the snippets of text that appear under your page title in search engine results. A compelling meta description can increase click-through rates.
- Internal Linking. Link to other pages on your site within your content. This helps search engines understand the structure of your site and can improve your SEO.
- Mobile Optimisation. Ensure your site is optimised for mobile devices. Google prioritises mobile-friendly sites in its search results, so this is crucial for your SEO strategy.
Some Basic Design Tips
- Keep It Simple. A clean, uncluttered design is often the most effective. Use a cohesive colour scheme and easy-to-read fonts. Ensure your site is mobile-friendly, as many users will access it on their smartphones. Sites like Weebly, Wix, Squarespace, Shopify etc have ready-to-use templates that can also be customised. Find what you like and structure your site accordingly.
- High-Quality Images. Use high-quality images for book covers and author photos. Poor quality images can make your site look unprofessional.
- Navigation. Ensure your site is easy to navigate. A clear menu structure helps visitors find what they’re looking for without frustration. An author’s website shouldn’t be overly complicated anyway.
- Calls to Action. Include CTAs throughout your site. Encourage visitors to sign up for your newsletter (if you have one), follow you on social media, or buy your books. Some of the online sites mentioned above have integrations with Mailchimp or inbuilt marketing apps that can make newsletters relatively easy to run.
A well-designed website is a powerful tool for authors and small presses. It serves as a central hub for your work, enhances your credibility, and provides opportunities for direct sales and reader engagement. Online platforms like Squarespace, Wix, Weebly, Shopify and others make it really easy to create a professional site quickly and affordably. By focusing on key landing pages, effective design, and strong SEO practices, you can maximise the impact of your website and reach a wider audience. Embrace the digital age and let your website be a testament to your dedication and passion for your craft.
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NOTE: Here at RM Marketing Services, we do websites for authors, small presses and industry organisations. We prefer Squarespace because it has a user-friendly interface and elegant design templates. It offers a range of features including blogging tools, e-commerce functionality, and analytics. Squarespace also provides hosting and a custom domain, making it a comprehensive solution for building your author website. If you plan to sell books directly from your site, Shopify is an excellent option. It’s primarily an e-commerce platform, but it also offers a variety of website design tools. Shopify’s integration with payment processors and shipping services can streamline your sales process. We also have experience with Wix and Weebly so if you are looking to launch a new website, get in touch with us to discuss your project and our availability.
The ebook market still offers significant opportunities for publishers.
Let's discuss.
The Consumer Market
Ebooks provide consumers with unmatched convenience and accessibility. Significant market shifts occurred with the launch of Amazon’s Kindle in 2007 (available in Australia in 2009) and Apple’s first iPad with iBooks in 2010. The proliferation of smartphones, tablets, and dedicated e-readers enabled consumers to carry entire libraries in their pockets. This portability is especially advantageous for avid readers and travellers, reducing the need for physical space and the burden of carrying multiple books. Despite the jokes about always needing a charger, ebooks quickly became the preferred format for high-volume readers, particularly in genres like science fiction and erotica/romance. Ebooks often come with adjustable font sizes, text-to-speech capabilities, and other features that enhance accessibility for readers with disabilities. These options make reading a more inclusive activity, broadening the potential audience for publishers.
The Library Market
Libraries have long been pillars of community and education, and the integration of ebooks into their collections only strengthened this role. For publishers, making ebooks available to libraries means reaching a broader audience who may not otherwise have access to their titles. Digital borrowing is particularly beneficial when physical library access is limited, as seen during the COVID-19 pandemic. Although Australian university libraries generally prefer digital formats, the pandemic significantly accelerated the shift to digital, especially for textbook publishers.
For the larger publishers, creating their own ebook platform for libraries meant they could encourage direct relationships with their customers but they also worked with the ebook aggregators to ensure they had their content available in all possible sales channels – but saw them as competitors in many instances rather than partners or even solutions in that market. Overtime the number of aggregators decreased as they were acquired and merged into other platforms e.g. ProQuest’s Ebook Central is the platform name created by the acquisition and merger overtime of EBL, MyILibrary, ebrary.
Library Suppliers
We first saw the big shift to digital content with the reference publishers - as it was encyclopedias and dictionaries that were the first to transition to digital and impact library supplier revenue back in the mid to late 2000s. To counteract that change, library suppliers would work with publishers directly on a commission basis selling the publisher’s own platform. They also had to partner with ebook distributors so they could continue their role in the library supply chain and meet the tender requirements of their customers, especially if they worked in the academic library space. Library suppliers and ebook aggregators are more or less one entity these days with ProQuest and Ebsco prominent in academic library markets. Overdrive/Libby and Borrowbox are prominent in public library markets but there are a number of options available and publishers should ensure their content is available in all sales channels.
Challenges
Libraries expect content to made available in all available formats – print, ebook, audiobook, databases, multimedia, online platforms etc – to meet the needs of their readers, students, lecturers or researchers. Despite the clear benefits, publishers have historically faced several challenges in making their ebooks available to libraries:
- Licensing Models: Traditional one-copy-one-user models have often been at odds with the nature of digital content. Libraries and publishers have had to navigate complex licensing agreements that balance fair use with profitability. Ebook platforms now offer multiple licensing models to publishers who are able to decide what works best in terms of commercial arrangements as well as aligning it to the company's business philosophy.
- Pricing Structures: Publishers have sometimes struggled with pricing ebooks for libraries in a way that reflects the value of unlimited digital access while remaining affordable for library budgets. The fear of cannibalising print sales has also influenced pricing strategies.
- Piracy Concerns: The ease of digital distribution has raised concerns about unauthorised sharing and piracy, prompting publishers and ebook distributors to implement stringent digital rights management (DRM) measures that can sometimes hinder the user experience.
- Cost of Distribution: If the publisher does not have a distributor who handles their print and ebooks, tech systems capable of making the process easier are not affordable - so manual workflows need to be implemented. Smaller publishers do not the resources to handle ebook distribution for multiple sales channels - particularly as each distribution partner has their own way to ingest metadata (if ONIX is not an option) so data templates needs to be filled in separately, workflows documented and followed, and training available so staff – and new staff - understand the requirements of each platform.
- Content Restrictions: handling rights and restrictions in author agreements can be tricky at the best of times! It’s critical that only books with digital rights are placed library and consumer platforms.
Trends
Despite these challenges, the trend towards digital lending is unmistakable. Recent statistics highlight the increasing demand for library ebooks:
Global Rise in Ebook Lending:
According to OverDrive, a leading digital reading platform for libraries and schools, 2023 saw over 500 million ebook and audiobook loans globally, a significant increase from previous years.
Academic and Scholarly Libraries:
A report from the International Federation of Library Associations and Institutions (IFLA) noted that academic libraries have seen a marked increase in digital lending, with ebooks comprising a substantial portion of their collections. In Australia, for example, academic libraries reported a 25% increase in ebook borrowing in 2022 compared to the previous year.
Consumer Preferences:
A Pew Research Center survey found that 28% of American adults had read an ebook in the past year, indicating a steady shift towards digital reading habits.
The Australian Context
For Australian publishers, the ebook market presents unique opportunities and challenges. The Australian Library and Information Association (ALIA) has been proactive in advocating for better access to ebooks for library patrons. In recent years, ALIA has worked with publishers to develop fair and sustainable ebook lending models that benefit both libraries and publishers.
A notable initiative is the National E-Deposit (NED) service, a collaboration between Australia’s national, state, and territory libraries. NED enables publishers to deposit digital publications, including ebooks, ensuring long-term access and preservation. This initiative not only supports the digital infrastructure for libraries but also provides publishers with a streamlined way to meet legal deposit requirements.
The Benefits of Multi-Format Availability
For publishers still hesitant to enter the ebook market, it is essential to consider the benefits of making content available in all formats:
- Market Expansion: Offering books in multiple formats—print, digital, and audio—allows publishers to reach diverse segments of the market. This inclusivity can drive higher overall sales and reader engagement.
- Enhanced Discoverability: Digital platforms often come with sophisticated search and recommendation algorithms that can increase the visibility of titles. Ebooks can also be sampled and recommendations shared more easily, fostering word-of-mouth promotion.
- Sustainability: Ebooks contribute to a more sustainable publishing model by reducing the need for physical resources such as paper and ink. This aligns with the growing consumer demand for environmentally friendly products.
- Data Insights: Digital formats provide valuable data on reader preferences and behaviours. Publishers can use these insights to make informed decisions about marketing strategies and future acquisitions.
Summary
Ebooks offer clear benefits to both consumers and libraries, providing convenience, accessibility, and broader reach. Although publishers have faced challenges in integrating ebooks into library collections, evolving licensing models, supportive industry initiatives, and growing demand for digital content make a compelling case for embracing this format. For Australian publishers, initiatives like the National E-Deposit service exemplify the forward-thinking approach needed to succeed in the digital age. By offering content in all formats, publishers can meet the diverse needs of their audience and ensure their continued relevance and success in an ever-evolving market
Our director, Rachael McDiarmid, has been in the library ebook space since 2003 and has championed digital content for decades - particularly in academic and scholarly publishing. She works directly with ProQuest for Ebook Central as publisher relations manager for the Australian and New Zealand market and consults regularly on ebook distribution, particularly for libraries. The number of publishers who don't have ebooks available for both consumer and library markets never ceases to amaze her. It's 2024 last we checked.
Maximise your book's reach through social media and advertising on your favourite platforms.
And we can help with that.
In fact, we are always being asked about social media as part of the marketing mix! We've been invited to do multiple presentations on it - from small presses to university students through to Writers' Festivals and writing centres. And it's great to watch the audience work through their marketing strategy and determine the social media channels they want to work with.
Social media is an important channel for book marketing but many authors still don't know what to post or feel uncomfortable about what they share. For some people it is extremely important, others have very little understanding of how social media works, and there are authors who just aren't right for this form of marketing. Trust us, social media is not for everyone.
That comes down to these key points about social media platforms which are there to:
- drive engagement
- encourage discussion
- share consumer information and news
- build virtual networks and communities
- have a conversation
- build an online connection
And authors and small presses, need a content strategy in line with their overall marketing strategy.
There's plenty of content ideas - share behind the scenes content, excerpts from your books, endorsements, reviews, events, launches, customer visits, industry news & awards etc. Engage with readers by consistently posting and interacting - you'll increase your book's visibility and build a community around your work. Don't forget to use hashtags and collaborate with others (booksellers, librarians, influencers) to help reach a wider audience and drive more sales.
Remember: it's not the quantity but the quality that counts. it's about having an engaged audience. Engagement figures are much more important than impressions but everyone gets lost in the higher numbers of those 'eyeballing' their posts, particularly when advertising/boosting their content.
Need help with social media? We can help you build a content plan for your social media channels. Book in an author marketing and coaching session with us and take advantage of 34 years experience in the book publishing industry. We'll guide you through the process but more than that - our services cover everything from distribution to publicity, social media to websites. Depending on availability, we can also look after your social channels as well. Our online author consulting services are reasonably priced and we offer flexible "out-of-office" hours for one hour meetings.
Self-Promotion Without Social Media: 33 Ways to Get Seen, Feel Connected, and Grow Your Business
Tess McCabe, author of Graphic Design Speak and Conversations with Creative Women, has put together a wonderful, practical book with 33 ideas to get seen, feel connected and grow your business. Here at RM Marketing Services we work with authors every day, either with our outsourcing client publishers and distributors or via author consults. We’re doing a lot more coaching and consulting with authors on all aspects of marketing and distribution. Social media is a big focus for us with training - but many authors are simply NOT social media savvy. They find it confusing. If we had a dollar for every time an author asked “How do I promote myself and my work without social media?”… This is where Self-Promotion Without Social Media fills the much-needed gap! The book is designed to be a practical resource to use and return to as needed. As you would expect from Tess, the book has a clean layout and design with Tips and Ideas (advice and strategies), Double Duty (notes on how one activity can blend in to another), Action and Remember icons (self-explanatory). She’s added some other features and checkboxes that are very nifty - she WANTS you to write in the book and use it as your guide, your notebook, your plan! Scribble, draw, make notes. As Tess says, self-promotion can be exhausting particularly for introverts. However she also markets this book to those who have spent their time promoting themselves on social media and are seeking new angles and avenues. She recognises it can be overwhelming for them too as she guides them through ideas for repurposing content for other purposes. We just wanted to mention some of our favourite sections of the book. Her pages on optimising your website is a must read for authors. RM Marketing Services can help design your website (through online sites like Weebly, Wix, Squarespace, Shopify) but you need to know the basics of what is required for a good, functional website as well as the importance of keeping it updated and relevant for visitors. Tess has some good suggestions for events and roadshows, printed marketing collateral, merchandising, branding and more. Two other short sections made us smile - the power of mentoring and the power of promoting others. Why? Because we are big believers in both of them. And for readers who like to learn from others, she includes short discussions with business owners who have found success with different self-promotion activities. These help encourage and motivate readers - which the whole book does very well. Lastly, there’s a section on packaging. Before we even saw the book, the first thing we noticed was the way the book was packaged and what it contained. Time had been spent on making sure the book looked inviting and professional. Impressive without too much fuss or expense. We were connecting with this book, before we turned to the first page. Thank you Tess. Self-Promotion Without Social Media is now added to our book recommendations for authors. |
New online coaching service for authors and small presses
We've recently we've been doing more and more book marketing and industry *coaching* work. Clients are asking for custom services, particularly around digital marketing and social media - for their authors. We already provide outsourced marketing services that include managing websites, digital marketing campaigns, social media and digital advertising so this is taking it directly to authors who want to create a brand, who want helpful advice and guidance on marketing that is specific to them. One size does not fit all, as we know only too well.
Most of the work we do here at RM Marketing Services is with professional, scholarly and university presses. We're more than happy to extend these services to publishers of all sizes who have authors who are uncomfortable with the online world, don't understand social media, and who need some hand-holding and one-on-one coaching with digital and social media marketing.
As an added bonus, this is a flexible service which can be done out of "normal" business hours. We offer a discounted hourly rate for publishers with regular bookings as part of their author care approach. Indie authors are also welcome and we're happy to do a workshop with a small press or writing group.
There are plenty of books and websites available on how to market books and how to maximise social media and digital marketing efforts but the authors we work with, particularly those working in corporate, professional and university markets, don't have the time to read them all. They are looking for tips and tricks and how to raise their profile in the channels in which they work - and more importantly, a social media and marketing strategy that works for them.
Publishers! Get in contact with us to see how we can support the work you do with your authors. Another string to your author care bow.
#yourewelcome
Mastering conflict is a core capability for today's leaders
You can read more about them at balancedcurve.com.
With this wealth of knowledge and firsthand experience, Mark wanted to share what he's learned with others so they have the opportunity to be better communicators and handle conflict better - afterall, it's something that many of us struggle with! He did this utilising the experience of the team at Publish Central (who also told him about RM Marketing Services!) and published a book called Mastering Hard Conversations: Turning Conflict into Collaboration.
The key message of the book is simply: conflict in the workplace is inevitable. That means that as a leader - whether that's the CEO or senior management team, or a leader within your own team, or a thought leader within an organisation - being skilled in dealing with conflict and having uncomfortable conversations has enormous benefits. Mastering Hard Conversations provides a proven, practical, structured approach to help you become a better leader by improving your communication and conflict skills.
Mark came to us to talk about marketing and publicity support - as well as support and advice while he navigated the world of publishing and bookselling. Like many independently published authors, navigating the metadata minefield was the first challenge - ensuring that accurate, enhanced information on the book was sent out in data feeds to online booksellers was tricky for someone who hasn't experienced it before. For many indie authors, online booksellers are THE main sales channel due to the nature of publishing and distributing a book using the Ingram Spark platform (print to order and ebook distribution) so getting this information right was a priority.
We then discussed ways of disseminating information about the book to core booksellers and library suppliers. We also mapped out plans for content and social media posts, particularly using LinkedIn for engagement where Mark had a loyal, supportive following. We also worked with some online sites and Mark spoke to his peers who have podcasts about teams and teamwork. Our good friends at Books+Publishing included him on their #booksareessential campaign which has 10,000 followers on Instagram. We liaised with reviewers and we provided promotional and marketing support as the weeks progressed.
As icing on the cake, Mark was able to turn a profile about his house into an article about the house, his dogs Peggy Sue and Honey, and his book! The article is below however the online article had a different heading - Lockdown at home proved perfect for Mark Rosenberg to write about conflict management - which was pretty perfect! You can read it here on The Australian website.
You won't be surprised to hear, we're big fans of the book, particularly Chapter 8 - Dealing with Certifiable Assholes!
Listen to Mark speak about that chapter here.
The book is available as a paperback and ebook. Ask for it at your local bookshop or library, or order it online. | Mastering Hard Conversations |
As an executive coaching working with leaders at all levels of management I can’t recommend this book highly enough. Most of us find ‘hard conversations’ extremely difficult and none of us are born with the skills of knowing how to have them well. Mastering Hard Conversations provides a clear, practical guide: there are great tips and examples, not just for having a challenging conversation, but also how to prepare to have one. This is definitely a book that every leader should have at hand.
— FIVE STAR REVIEW, AMAZON AUSTRALIA
Author
Rachael McDiarmid has been in the Australasian book trade since 1990. Working in trade, academic and professional publishing as well as library supply and book distribution, she's worked with thousands of publishers, distributors, library vendors, and authors around the globe. She loves a belly laugh, strong coffee, wine, and good food. Venice is her favourite place in the world to visit but Sydney will always be home. She loves her office assistant Dash (also known as Dashie, Dashie Dog and the Little Shit). If you haven't already worked it out, she is known for her no bullshit approach.
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