Relationships are the main goal of your activities online, and the biggest reward

Too many people look without leaping and do a terrible job with blogging and social media. When their efforts don’t bear fruit they give up, blaming the medium. In this post I’ll be highlighting some best practices with regard to promoting your book or brand online.

Spend some time absorbing these tips and you’ll have a good foundation on which to build your blogging, and social media activities.

Throughout the post you’ll find links to helpful blogs such as problogger.net, copyblogger.com, and chrisbrogan.com (all of which we recommend highly).

The best practices below are organized under the following sub-headings:

• Having a blog, and blogging regularly
• Listening
• Connecting

Having a blog, and blogging regularly

If you don’t have a blog, I recommend setting one up (let us know if you need help with this). There are free options out there but I strongly recommend paying for your own domain and hosting, and using the WordPress platform.

Here are three major benefits to blogging regularly:

1. Target more keywords: the more blog posts you write, the more long-tail niche-specific keywords you’ll have a chance to rank for in the search engines (Google etc.)
2. Befriend the Google Spider:  if you blog on a regular basis, Google will get in the habit of indexing your new content faster. This will help you get found online
3. Be an industry knowledge-leader: the more unique and insightful content you add to your blog, the more of a readership you’ll gain, and you’ll be a go-to authority in your field

• Write to be useful and to position your blog (and by extension your book or brand) as a valuable resource in the lives of your readers. You will need to deliver high quality posts consistently to achieve this.

• Think hard about your audience. What are their needs/interests? Consider creating reader profiles to help you write with certain types of reader in mind. Make sure you address their needs and interests (not your own) in every post.

• Make sure you have a blog subscription feed set up. This allows your readers to opt-in to have each new post sent automatically to their email inbox. People are busy and may not remember to visit your blog again, even if they loved your content. Having readers subscribe is one way to get around that.

• It sounds obvious but ask people to subscribe to your blog. Add a line and a link at the end of each post saying “if you enjoyed this post subscribe to get updates by email” or similar. Ask people to subscribe in person, by email, and on your business card. More on asking for subscribers here.

• Take your time and write as well as you can. Remember life is busy and readers are always looking for a reason not to read the next paragraph. Click here for some great copy-writing tips. And here is a great post on the structure of persuasive content.

• Convince people to read your posts by working at your blog headlines. Here are some great headline-writing guidelines to start off with. There are some more great articles on writing headlines here.

• Use images in your blog posts. Find images that are interesting, and that deal with the main theme in your post. Images are steroids for your headline.

• Write as often as you can. Commit to a blogging schedule, but be realistic and keep your commitment. (A newspaper that’s available one week but not the next will always be light on subscriptions.) The more frequently you are able to post, the better.

• Write about the topics dealt with in your book inasmuch as they’re helpful to your readers, but don’t talk about the book too often. People are very good at detecting a cold sales-pitch and they’ll usually walk away. (If you find it hard to find a balance I suggest a maximum one “self-promoting” blog in every ten.)

• Promote other relevant and worthy blogs by mentioning and linking to them. Write posts responding to other people’s articles. Include your own unique insights. Credit other bloggers where necessary and link to the posts you’re responding to (their blog platform will likely tell them that you’ve linked to them). This gives value to your reader and increases trust by showing that you’re not just out for yourself.

Listening

• Listen. (Your mother was right all those years ago when she pointed out the significance of having two ears but only one mouth!) Subscribe to other blogs and newsletters to see what other bloggers are saying. Spend time on this. Observe how they interact with readers and other bloggers. Notice their headlines. Notice the structure of their blog posts.

How can you listen? Here are three ways to start:

1. Set up Google Alerts for your name, your company name, and your book title.
2. Use Twitter search to find people talking about subjects covered in your book, or who share your passion. If appropriate, join the conversations they’re having on their blog in the comments section. Consider introducing yourself by Twitter or email.
3. Use Google, Google blog search, and Technorati to find people who are writing on the topics your book covers. Subscribe to good quality blogs. Listen to and learn from what they’re doing. Become known to them by commenting regularly and helpfully on their blogs. (Be careful not to self-promote. It’s probably safest not to mention your book at first — demonstrate your knowledge and willingness to contribute to the discussion. Think of this as a face-to-face meeting at a social event, not a cold call.)

More on how to listen here.

Connecting

• Your social media activities (blogging/Twitter/Facebook) should be inherently social. Remember relationships are the main goal of your activities online, and the biggest reward.

• This is one of the most important posts I’ve ever come across on the attitude that should under-gird all of your social media/blogging efforts. As Chris Brogan says, “Don’t be ‘that guy‘”. For a short video that gets the same invaluable lesson across click here.

• Start an email newsletter. People are often much more responsive to email than other online media. Consider building a mailing list using services like Aweber or MailChimp. For more information on what might go into a newsletter and how you might use one click here.

• Offer free products for download such as mini ebooks, reports, and white papers in exchange for email addresses. Use an online form to deliver the free product once a reader has signed up. This way readers are opting in to receive emails and offers from you. They are giving you permission to contact them in return for the value you have given them.

• Write a blog post that contains a comprehensive list of e-retailers that carry your book (with links). Try to have at least a couple of options each for buyers in Canada, the US and the UK.

• Use URL shorteners that allow you to view stats on the number of people clicking each link in your blog posts/tweets etc. These can be particularly useful in newsletters to see how many people are responding to your calls to action. bit.ly is a good option.

• Use calls to action across the board (not only to gain subscriptions). Use them in your newsletters, emails, and in some blog posts. The fact is people are much more likely to do what you want them to do if you ask them. Limit yourself to one call to action per page/post/newsletter. If you ask your reader to so more than one thing at once they might take no action at all. More on the importance of calls to action here.

• Consider experimenting with video posts.

• Turn a blog post into a video post. See how people react, and respond to any feedback you get. (Remember to ask for feedback.)

• Include the URL of your blog at the end of each video, and in the video description on Youtube and any other site you post your video on.

• Post your video blogs on multiple video websites using a tool like One Load.

• Build a Facebook Page using your own name or the title of your book. You do need a Facebook profile to create your own Page so if you don’t have a profile create one first. There are good reasons to have a Facebook Page in addition to a personal profile. For more on how to create a Facebook Page click here.

• Join Twitter under your own name, or as close to as possible. (If your name is John Smith you may have to get creative with your profile name. Just make sure it’s recognizable as you.) Be sure to upload a good head-shot of yourself.

• Use the same head-shot across all your social media platforms. This creates consistency from a branding point of view and it increases your chance of being recognized and trusted across multiple platforms.

• Take time to communicate with people. Ask questions. Answer questions. Thank people for any mention of your book. Always respond graciously, regardless of whether the mention was positive of negative. (The web has a long long memory when it comes to throw-away comments, so keep them under your hat.)

• Consider approaching bloggers you know, or at least have had positive interactions with, to do book giveaways or other promotions. Try to build a foundation with the blogger first otherwise it will feel like a cold call. BPS authors have found success doing book giveaways on blogs as a way to get people commenting. e.g. the author of the best comment/response to the post wins a free copy of the book. You might also consider creating a Goodreads author profile and running a Goodreads book giveaway.

• Build links back to your blog. Approach bloggers you know to ask if they would consider linking back to your site. Be careful with this — there must be good reason for the link on their site i.e. their readers will benefit from it. You may want to offer to link back to them if their blog will add value for your readers. Writing list posts can also be a good way to encourage other bloggers to link to your blog.

• Carry real-world momentum over onto your online platforms. When you appear in articles in traditional print media or online be sure to get the writer/interviewer to have your blog URL included in the piece. If you are interviewed mention your Twitter handle/Facebook Page. Encourage people to visit your blog and to subscribe to your blog posts.

• Attend blogger events when they come to your city. Meeting bloggers face-to-face is a great way to earn trust and carry it over to online platforms.

• Offer to write guest blog posts for blogs that cover topics addressed in your book. Consider any online magazine sites where potential readers are gathering. Pitch a guest post only if you feel it will offer exceptional value to a blogger’s existing readers. An existing connection with the host blogger (even one based on a few exchanges in the comments section or on Twitter) will make your pitch easier and more likely to be considered. Use your best material and ensure that you specifically cater to the readers of the blog you are writing for. Often guest posts will be followed by a short bio of the guest writer. Discuss this bio with the host blogger. If appropriate link to your blog and/or book from your bio.

• Use social media (Twitter/Facebook etc.) to scan the horizon for journalists/columnists/reviewers/thought-leaders in your niche. Many operate on these platforms and could be much more accessible than you’d expect. Strike up conversation. If appropriate ask about opportunities. Don’t do it out of the blue.

• Consider offering incentives to individuals and companies in exchange for bulk book orders. e.g. Offer your speaking services at a reduced rate when a company purchases 100 copies.

• Amazon reviews do have a significant impact on a reader’s final decision whether or not to buy. Ask people for Amazon reviews gently — if someone contacts you saying how much they enjoyed the book send them a note asking if they wouldn’t mind saying so on Amazon.

• Try to be positive in all online interactions — even ones that grate! There are almost always people watching and every interaction is a chance to impress and build trust.

Choosing a title:

Use the title to communicate the benefits of the video. If you don’t do this people might default to the next video in their search results that does.

Adding a description:
Be sure to add a description of your video in the description box. Use the description to add any pertinent information, or to link to relevant content on your site/blog.

Describe what you’re doing/offering clearly. People will often check the description as they watch the first few seconds of the video to help them decide whether or not to keep watching.

Choosing video length:
Try to keep your videos short. Two minutes is a good length unless it is a tutorial or educational video that requires 5 or 6 minutes. If you have longer content you might consider breaking it down into a series of videos that work independently of one another (i.e. don’t end one video and start another mid-sentence). Use music and title graphics to begin and end your videos.

You may find that, as you establish a fan base, longer videos are requested — adapt your strategy as necessary but make sure you keep catering to those who are encountering you for the first time and are looking for specific information or solutions to problems.

Customizing your youtube channel:
There are a number of ways to customize your Youtube channel. Branding your YouTube channel by adding a logo or company colours is a great way to make it look more professional and to familiarize the user with your brand.

Using Annotations:
Annotations are text boxes that pop up within the video at strategic points. You can use annotations to deliver information or calls to action at any point during a video. You can also add links to annotations. You might choose to link to other relevant videos, your youtube subscription feed to make it super-easy for the user to subscribe, or your youtube channel.

Promoting your Youtube channel
Add links to your videos to Facebook, share videos via Twitter. Embed a video on your website “about” page. Add videos to your blog. Share your videos with your email newsletter list.

There are a number of factors to take into account when creating a new site/blog. One of the most important factors is the blogging platform you use.

We recommend wordpress because it allows authors to add new content to their sites without the need for technical assistance. (Authors, if you can use Microsoft Word, then you can publish blog posts using wordpress.)

There are two ways to go if you decide to use wordpress as your blogging platform — either the hosted route, or the non-hosted route.

I will run you through several pros and cons of both options below, but first an explanation of the terms “hosted” and “non-hosted.”

The hosted route

“Hosted” simply means that your blog is hosted by wordpress. It resides on wordpress.com.

Essentially your blog is built on “Internet real estate” belonging to wordpress. With this option your web address will look something like this: http://www.johnsmith.wordpress.com.

This option is free because you don’t purchase your own domain (web address) or monthly web hosting.

The non-hosted route

“Non-hosted” means that your blog does not reside on wordpress.com. Rather it is built on Internet real estate rented by you. With this option your web address will look like this: http://www.johnsmith.com.

This option is not free. It requires you to register a unique domain name (web address), and pay monthly or annual fees to a webhosting company for the real estate on which to keep that address. You then need to download and install the wordpress software from wordpress.org (N.B. .org, not .com). This software is free, but you do need to know your way around your web host’s content management system (CMS) to be able to do this.

Once the wordpress software is installed you will be able to access the same user interface that is used for wordpress.com. It is very easy for authors to use once it is installed.

Hosted route/wordpress.com pros

• Site templates/themes are free

• Is easy to use. No expertise required

• Very fast to set up. An author can begin blogging in minutes

• Site content is automatically backed up by wordpress

• There are a large number of pre-built templates (designs) to choose from so you may well be able to find a layout and colour scheme that suits your needs

Hosted route/wordpress.com cons

• You do not own or control the real estate your blog is built on (not the ideal scenario)

• You cannot advertise on your blog, sell products via a shopping cart, or use affiliate programs [http://en.wikipedia.org/wiki/Affiliate_marketing] to generate income

• You must choose from a pre-built template (theme). You may not find a site design that you like

• Generally templates cannot be altered very much at all in terms of layout/look and feel, so your blog will probably look like many other blogs out there

• Blogs hosted on wordpress.com are often perceived as less professional looking — authors and businesses almost always obtain their own domain for this reason

• WordPress.com will sometimes place its own adds on your blog. This is how they keep the service free

Non-hosted route cons

• You pay web-hosting and domain registration fees

• Is more complex to set up. Need to be familiar with cpanel or other content management system used by your webhost in order to create databases and install wordpress plaform — you may need to hire someone to help get you up and running

• You are responsible for backing up the content on your site

Non-hosted route pros

• You own the real estate your site is built on (always best)

• You have complete control over the design of your site. If you have knowledge of html and css you can make changes to the design yourself. Alternatively you can hire someone to do this for you. You can also buy pre-built templates with much more flexibility and functionality than free templates

• It looks much more professional to have your own domain — shows you have invested in your online presence and are committed

• You are free to advertise on your blog, sell products via a shopping cart, or take part in affiliate programs as a source of income

• After the initial expense of getting set up, you can post blog articles going forward without any technical assistance or extra costs

Conclusion

The best option for you will depend on your objectives, budget, and technical ability. However, we do usually recommend the non-hosted wordpress route. With this option you are free from the constraints of a wordpress.com (wordpress-hosted) blog, and the end result is a much more professional-looking presence online.

Though the non-hosted option is more complex to set up, once the wordpress software is installed on your webhost’s server, and the site is up and running, authors have as much control as they need. They are able to log in to add content such as new pages and blog posts without needing the help of a web designer. This is the real beauty of the wordpress blogging platform.

• Generate ideas

If you’re short on ideas, start to think of blogging, not just as something you do for half an hour once every few days, but as an ongoing process — an extension of yourself.

Train yourself to watch for problems and solutions that relate to the message of your book or blog. Keep your blog in mind as you watch the news, read websites, and have conversations with people. Watch for metaphors and illustrations you can use, and practical examples you can share that demonstrate the value of your philosophy or approach.

Perhaps a friend or client approached you this week with a problem they had, and you were able to help them with that problem using one of the principles outlined in your book. Right there you’ve got a great lead-in to a blog post that may well solve the same problem for some of your blog readers.

Perhaps your blog is for fellow writers and you’ve just discovered a helpful piece of dictation software. Share your discovery, explaining how it has made your life as a writer easier, and give your readers information about where they can buy the software.

Once you start to do this you’ll find that you see opportunities for blog posts more and more frequently.

Remember, the goal behind a good blog is to help people — to give them something they want (they won’t read your blog out of the goodness of their own hearts!) — and at the same time to demonstrate your expertise in your niche.

• Record your ideas

Great ideas for posts can often vanish as quickly as they appear. The key is to record these thoughts and ideas as they occur, or as soon as you are able to. Even half a thought while writing an email to a colleague can lead to a post if you make a brief note of it there and then.

You could carry a small note pad and pen with you during the day. Or if you’re more of a technology buff, you could make use of a folder on your iPad or Blackberry. Some bloggers add notes to a single word document or a simple plain text document on their laptop or PC. Do whatever works for you.

When it comes to writing your next post, with any luck you’ll have a handful of great ideas  to flesh out and share.

Having a Twitter account is less like owning a radio station, and more like using a telephone.

Try not to broadcast all of the time. Listen. Enter into conversations. Make connections.

As the technicians install this new-fangled device, he thinks about how he’ll be able to do business with companies on the other side of the globe.

“Just imagine a world where potential clients come to you for your services without you having to leave the office,” he says.

After the technicians leave, he sits back in his office chair, gazing at the shiny new gizmo across the room.

He doesn’t get any calls that afternoon. Actually he doesn’t get any that week. After two weeks he’s starting to wonder why he’s not getting any new business opportunities via the telephone.

It isn’t long before he abandons his office, and this new-fangled technology, to drum up some new business the tried-and-tested way. Usually he generates new business by going out and about and meeting with potential new clients.

Six months later the business man is ushering the telephone company’s technicians into his office to remove the useless device. It has cost him time and money and has done nothing for him while he’s been out working hard, using good old-fashioned methods to generate new business.

“These telephones will never catch on,” he says. “There’s no return on investment.”

Now let’s assume that this businessman is a skilled salesman with quality products — products people need.

Is the problem is with the technology here? Or is it with the businessman’s approach to using it?

Yes, it’s true that the telephone didn’t get him a single sale. But this businessman failed in two key areas.

1. He made a false distinction between the “real world” and the world of telecommunication. He failed to realize that the factors that lead to sales in the “real world” would have led to sales via the telephone if only he had adapted.

His people skills; his enthusiasm; his passion for excellence; his willingness to spend time getting to know clients and their individual needs, all these would have led people to trust him and his products.

2. He failed to use the telephone effectively, and part of that failure was that he did not use “real-world” tools to promote the fact that he had one.

He could have used a business telephone directory, or his existing contacts, to find the phone numbers of potential business partners and clients. He could have handed out his number in the local marketplace or at the bank. He could have ended face-to-face meetings by handing over a professional-looking business card with his new office phone number on it.

Had he done these things he’d have been able to seek out, and begin conversations with, dozens of potential clients. Conversations lead to rapport, and perhaps most importantly, to trust.

But he didn’t do these things. He failed to apply everything he’d learned about selling through relationships in the “real world” to the world of telecommunication, and so the telephone didn’t work for him.

Blogs and social media are like the telephone once was. They are shiny and new, with an aura of mystery. We suspect that somehow they are going to make marketing and selling easy for us.

But we must remember that these tools are not ends in themselves. They are there to facilitate human interaction, and the building of relationships. What we have before us are new means for networking, communication, and most importantly, conversation.

Our advice is to get involved with social media, and to adapt what you do best in the “real world” to the “online world.” In fact, the ideal approach is to stop making a distinction between these two worlds. There really isn’t one.

Whatever you do make sure you transfer your “real world” skills to your online platforms. You’ll start to see things happen.

The Internet is not really a parallel universe. It’s just another way of finding your way around and functioning in this one. So use social media to make connections with individuals, to engage with them, learn from them, and offer them useful information. Meet people, get to know them, and allow them to get to know you. Don’t expect to see results if you leave your social networking accounts dormant.

The best thing that can come from social media is not “hits” or “followers” or “fans” but relationships.

“Is social media a fad? Or the biggest shift since the industrial revolution?” What do you think?

About page
It’s important to have information about yourself on the blog. Add an about page with a picture of yourself and use the page to tell people who you are. This helps build trust and a more personal connection.

Explain what you do, how you can help, and why you can be trusted. This needn’t be too formal. Feel free to be yourself.

Make sure your about page is accessible from your sidebar or main navigation menu. (This page is no good if it’s hidden.)

Contact details
Make sure readers can contact you. If you’re comfortable leaving your phone number up on your blog, do so.

Add your email address or a “mailto” link for people to contact you by email. If you don’t want to use your personal address you can use a free gmail account to collect email enquiries.

To prevent spammers harvesting your email address type the word “at” instead of using the “@” sign — “yourname [at] yoursite.com” — or use an image to display your email address. (Images cannot be read by spammer software and will not show up in search results.)

Social media
If you have a presence on Twitter or Facebook etc. make it easy for people to connect with you by adding social media buttons to your sidebar or another prominent spot. Also, make sure people can easily get to your blog from your various social media accounts.

Blog header
Your blog header is the title/graphic/logo that goes across the top of your blog. Make sure it isn’t too tall and that your content begins “above the fold” so visitors can see your content right away. If visitors have to scroll down the page before they see your content you’re more likely to lose them.

Readability
Make sure you choose fonts that are readable and that do not draw attention to themselves. Popular choices include Arial, Times New Roman, Georgia, or Calibri.

Avoid using colours that are too loud, or that contrast too sharply. A white or light-coloured background is usually best for a blog where easy to read copy is a priority.

These tips will help you on your way to a blog that’s easy to read, easy to use, and that allows your content to take centre stage.

Photo credit: francescopozzi via flickr.com

5 Reasons to Use LinkedIn:

1. Over 75 million people use LinkedIn. That means it is almost certain that professionals in your niche are already using LinkedIn. But that goes for your potential readers/customers/clients too.

2. LinkedIn affords its users opportunities to strengthen current professional connections and establish new ones. It is an easy go-to point for those interested in finding out about your book, seeking out your services or doing business with you.

3. It is a business card that updates with the click of a button. It is easy to retain connections even when you change positions by updating your profile accordingly. The nature of LinkedIn makes this possible. LinkedIn occupies the ground between a personal/informal connection and a professional connection that is tied to a particular company or position. LinkedIn connections are professional rather than personal but they stay with you even when your professional circumstances change.

4. It is easy to make connections through your existing contacts. As with the bricks and mortar world, introductions and trusted personal referrals are invaluable. LinkedIn makes them easier than ever. LinkedIn allows you to:

• Access the networks of your current connections
• See if someone you would like to meet/touch base with is already connected with one of your connections
• Request introductions/referrals through your current connections

5. Your LinkedIn profile will show up in search engines and will enable people to find you that much more easily.