A Guide to Book2Look
The Book2Look (B2L) service has been around for years now and is a helpful "look inside" tool for publishers and authors - it is designed to help sell books online by recreating the bookshop browsing experience. If you're not familiar with B2L, it's a URL that contains a package of marketing goodness as it contains your (online) promotional material in one central portal.
A B2L widget (biblet) allows readers to flip through a book, read more about the author, watch video or listen to audio, read reviews, order the book through shopping links and more! It also provides publishers with analytics to track views, clicks, embeds etc to work out what promotional activites and channels are creating the most engagement.
Here at RM Marketing Services we buy B2L widgets in batches for our clients as they are often part of the marketing mix for new books. We've been using them for a couple of years now and thought it was time we gave a rundown for publishers and their authors as to the best way to use the service to promote their books.
Setting up the content
Firstly, before you create a new biblet on the site, decide on what section of a book you'd like to offer up as a "look inside" for readers. It might be the first chapter, several chapters, selected pages. A fiction book, for example, might offer up the intro, set the scene, and then cut it off at the point the reader is invested in the story and wants to keep reading. A non-fiction book might provide longer chapters for viewers to get a feel of the book whereas a highly illustrated work would require selected pages to "show-off" the work. Scholarly presses would consider Table of Contents and contributor information, perhaps a chapter that provides a good overview of what the work covers without giving away the essence of it. Decide on your content and prepare the PDF. We prefer to extract the pages from the typeset file and have them in one separate file which you would mark as 100% view. Otherwise you can load the full content and select the nominated pages when you set up the widget.
What's not surprising about this particular widget is the view count. Views are very high (B2L provides a number of analytical tools) as it's been marketed in social media channels, EDMs, and websites. The book is $69.95 so the consumer can look inside and ascertain if the book is what they are looking for - either for them or as a gift for someone - before ordering online or going into a bookshop to purchase it.
One of the downsides to B2L is the rather limited number of websites they offer up as standard - particularly if you are in Australia and New Zealand. Of course they have Amazon, The Book Depository and Booktopia but we have a vibrant independent bookshop culture here who have a good online offering. As these logos don't come up automatically in B2L we endeavour to save our preferred bookshop logos, resized for B2L, and manually load them for each widget we create but this does take time, particularly if the logos are rectangle/too long for the available logo space in the platform.
We then put the shopping links in order as to the booksellers who have ordered stock or have it available to purchase. If an independent bookshop is doing a marvellous job marketing the books to their community, we put them higher up the scale to support their endeavours. If a chain bookseller has taken lots of stock, we take that into account as well. We provide readers with options - direct selling from the publisher's website, indies and chains. And yes we've had clients who don't want to list the almighty Amazon and those that want all the major sites to be listed. Find out the business philosophy and sales strategy that's right for you. Our one is to not limit sales avenues - an order is an order, make it easy for readers to buy your books, preferably with one click.
When you set up your B2L pre-publication you might not have reviews available but over time collate your URLs and add them to the widget. Another downside to the site is that you can't ATTACH a PDF of a review - it must be a URL and in the day of paywalls, that isn't a great experience for people wanting to read more about the book if the review requires a subscription to access.
Make sure you save your favourite quotes from a review and add them to your own product page - if selling directly from your site - use that URL as the primary link for the book when you set up shopping links. We always put the publisher's website first.
Over time the B2L site will pick up bits and pieces automatically to add to the reviews - it might be reader reviews from GoodReads or articles about the author in the mainstream media. You can actually use the tools on B2L to "fetch reviews" and can then manually add anything that hasn't been picked up via SEO. We try and check in our links every month or so for active titles.
Audio Files and Video Content
You can load audio files so if you've got an author reading an extract from the book, add it in the widget. Video content is also super helpful - and it's easy, grab your URL and include it in the relevant section. We put in book trailers for example.
Book2Look widgets are available through Thorpe-Bowker/My Identifiers and Nielsen. And of course RM Marketing Services offer them as part of a marketing campaign. Buying a single biblet through the bibliographic agencies can be pricey (pending special offers from time to time) so we buy in bulk for our clients to bring the cost down. Another reason to consider using RM Marketing Services for marketing, publicity and promotional campaigns. Contact us today.
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. She is known for her no bullshit approach. This is her blog.