Staying “Top of Mind” While Marketing Your Book

Anyone who has authored a book knows that there are a million ways to market it. Some tactics are subtle and friendly, while others are more “in your face.” A solid marketing strategy for your book includes a careful mixture of both. You have to let people know your book exists, but then gently remind them as time goes on. It’s a fine line between being enthusiastic and being nauseating. Enthusiastic is good, but don’t be a turn-off to your prospective readers by beating them over the head with it.

Today’s tip will show you one of those tactics intended more to remind people that your book exists rather than directly tell them about it. The nice thing is, if they want to learn more, they can click through and do just that! But I’m getting ahead of myself…

Watch the video below to learn how you can add the Facebook page for your book to your work history in your profile. If you don’t have a Facebook page for your book yet, give us a call and we’ll help you get one set up.

You can do the same thing for your LinkedIn profile. (Once again, if you don’t have a LinkedIn profile, we’re here to help!)

By linking to your book in both of these places, you’re leaving a subtle reminder for people connected to you that directs them to where they can find more information about your book.

Remember, one of the rules of marketing is to stay “top of mind.” You want your book to be the first thing they think of when they go to pick up a new one, and you can subtly do that by keeping the title visible wherever you interact with people.

At the same time, this additional visibility for your book title helps to grow your platform, enabling more people to be aware of what you’re working on and generating potential interest in your future projects.

What are some of the other subtle ways that you stay “top of mind” for your readers?

Getting What You Want From Your Facebook Newsfeed

A client wrote recently and said:

I’m… distressed that things I signed onto, I may not be getting. I don’t know what I need to do to be certain I always receive the feed from some of the groups I’ve “liked”.

The  Facebook newsfeed can be a bit confusing at times. For the most part, we accept what it is that Facebook shows us, and hope that it’s what we really want to be seeing.

Thankfully, I know a few rebels who like to be in control of their destinies in a variety of ways, one of which is, they’re not about ready to let a machine tell them what’s of interest to them and what’s not!  🙂

So, in response to my client’s uncertainty and my friends’ persnickety natures, I created this brief video tutorial to let you know how the newsfeed actually works within Facebook, and to offer suggestions as to how you can define what information you’re shown.

After you’ve watched it, if you have questions or any other mysteries you’d like Aleweb to shed some light on, post them in the comments below.

Facebook Timeline is Coming to Pages!

Today I sent the following e-mail to my Facebook clients. But I wanted to make sure that yougot it too!

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I wanted to make sure that you’d heard that the new Facebook Timeline format is now available for pages. The current projection is that all pages will be automatically converted to the new format at the end of March. (I say “current projection” because there were multiple projected roll-outs for the personal Timeline format, and few of them were met!)

FB cover image

 

I recommend that you go to your page, click on the Preview button so that you can familiarize yourself with the new layout, and make any changes you want or need before the roll-out takes place.

If your page is ready, you can go ahead and initiate the switch yourself, rather than waiting.

Here are some key things you’ll need to know about Timeline for businesses.

  1. Design or select a great cover image. That’s the long image that goes across the top of the page. For the rules about what you can have in a cover photo, go tohttps://www.facebook.com/help/?faq=276329115767498. Important things to note?
  2. The cover photo can be up to850px by 315px but may NOT contain the following:

    • Price or purchase information, such as “40% off” or “Download it at our website”.
    • Contact information, such as web address, email, mailing address or other information intended for your Page’sAbout section.
    • References to user interface elements, such asLikeorShare, or any other Facebook site features.
    • Calls to action, such as “Get it now” or “Tell your friends.”
  3. Default landing tabs have gone away! That’s a disappointment for many businesses who use that space to engage prospective clients. [Note:The tab still exists on your page, there’s just no way to send non-fans directly there.]
  4. You can pin a favorite post to the top of your page. This is where you could show a video, or do some of the other things that you once did with your landing page. Not a great alternative, but it takes a little bit of the sting out.
  5. All tabs are still available. But they’re wider now – 810px. So, you’ll want to make sure the content or apps you’re using fit the extra space nicely.
  6. You can now message pages using the Facebook chat feature. You can even install Facebook messenger on your desktop so that you can keep in touch with people without having Facebook open. That opens up some interesting customer service opportunities!
  7. As with your personal Timeline, business Timelines display photos, likes and apps at the top of the page. Photos will always appear in the first position, but you can change the order of everything after that. Since the first few are the only ones displayed, make sure you’ve got the most important ones first!
  8. There’s a new Admin panel for accessing your notifications, insights, likes and messages. This panel is at the top of your page, and you can hide and display it at will. Keep in mind, it’s only visible to admins of the page. So, leaving it displayed will never affect your visitors’ view of the page.

[Note: If you’re interested in a few more details related to the new features, check out Michael’s blog entry over at Local Band Review.]

As with the personal Timeline roll-out, you can use this time before the new format goes live to “tidy up a bit.” Get rid of posts that are no longer relevant by removing them from your wall. Remove tags for your business on photos or videos that aren’t appropriate. Sort and re-order photos, videos and apps to display the most important things first.

And if you get stuck with anything, or just need help getting ready, give us a call!

While You Were Reading…

Morning readingIf you’re like me, when you settle in at your computer in the morning, getting ready to start your work, you spend a little time checking out what the hot topics of the day are! I mean, if my newsfeed and inbox are going to be filled with this stuff, I want to know what everyone’s talking about! Is this “me” time? Well, it could be, if I don’t do anything with it. But wouldn’t my own followers and clients be interested in some of what I’m reading too? After all, they’re connected with me because they value what I have to share!

The problem is that I don’t want to bombard my readers with tweeting and posting all that content at once. They’ve got their own busy newsfeeds and inboxes to take care of.

So, here’s what I do…

First, I’m selective about what I share. I don’t simply share everything I read. I share the links that I think my audience will find useful.

Second, I use the BufferApp extension for Google Chrome in order to create a “buffer” of content that the system periodically tweets and posts for me, based on a schedule I predefine. While this currently only works with Facebook (pages as well as profiles) and Twitter, it’s still quick and easy to use. I can even highlight some of the text in the article I’m reading (including my own comments!) and click the Buffer icon in my toolbar in order to add it to the queue.

While I’m a big fan of Hootsuite and have used it almost exclusively up to this point, what I like about the BufferApp is how quick and easy it is to use. Since I define my posting schedule ahead of time, I don’t have to schedule each thing I add to the buffer. I just fill ‘er up and away she goes!

Third, I use the content I’m sharing to generate visibility for me and my business, either by commenting on the existing blog post (if my thoughts are short enough), or writing a responding blog post for my own website.

Therefore, the time I spend during my day keeping up with industry information is maximized time. I’m learning new things, my clients and followers have a great source of curated content, and I’m increasing the visibility for my website while establishing my expertise. Not a bad way to start the day, especially as I’m sipping my coffee with Peppermint Mocha creamer! (I love this time of year!)

Book Review: “likeable social media” by Dave Kerpen

Our next book review is of Dave Kerpen’s New York Times best seller “likeable social media,” subtitled “How to DELIGHT YOUR CUSTOMERS, Create an IRRESISTIBLE BRAND, and Be Generally AMAZING ON FACEBOOK (and other social networks).”

As the subtitle might convey, Dave has a lot to say about how to do social media right. He begins early in the book by sharing an analogy about being at a cocktail party. As with any party, you encounter a wide variety of people on social media networks; those who are great story tellers, and those who bore you to tears. Then, Dave boldly asks which person you want to see again, or maybe even do business with.

Since this review was first written, a revised and expanded version was released, which you can find here instead.

We all instinctively know who we want to hang out with at a party, but as businesses, we tend to ignore some of the most basic niceties of human communication. We forget to listen, to ask questions, and to engage with people.

Dave reminds us of the elements that make people likeable, and applies them to businesses as well. His first chapter looks at the importance of listening, and to never stop listening. From there, he stresses the importance of knowing your demographics, as well as where and how to find them, then putting yourself in their shoes. Ask yourself, if you were your customer, what would you want?

Each chapter focuses on another aspect of likeability and how to apply it online; things like being authentic, honest and transparent, taking responsibility, responding to comments people make (both the good and the bad), providing value to the people you engage with, inspiring people with the stories you share, and integrating social media into your customers’ experience.

There’s not a lot that’s new in Dave’s book. Any child who has ever been taught their manners learns the same thing. Listen. Say “please” and “thank you.” Put yourself in the other guy’s shoes. Ask questions. Be nice. If you’ve done something wrong, apologize. Don’t be pushy or bossy. Play nice with others. Don’t run with scissors. (Well… That’s not really in the book, but you get the idea!)

However, Dave puts all of these simple things together in the context of developing a likeable social media presence for your business, even if you are hampered by regulations that hinder your ability to participate in social media. A significant benefit of using social media comes from listening to what people have to say, showing appreciation for their praise and concern for their frustrations, offering guidance when and how rules allow.

One thing I particularly liked is that at the end of each chapter, there are action items that help you to apply what you’ve just learned to your own unique situation. For example, Chapter 12, called “Share Stories (They’re Your Social Currency)” suggests that you write down your company’s founding story, and package it for easy consumption on social networks. This is more than writing a bio for your profile, or an “About Us” page on your website. This is about sharing the story that captures your unique “Why,” and it can be a very engaging and compelling connector between you and your audience.

It’s for this reason that I believe there’s something in this enjoyable book for everyone working with social media; both the newbie and the experienced veteran. So, if you’re looking for an engaging read that inspires you to be more likeable, I highly recommend reading Dave Kerpen’s “likeable social media.”

The new and revised edition of likeable social media is available on Amazon now.

Should I Upgrade My Facebook Page Now or Wait?

[Update: Please note that this post was originally published on February 11th, 2011, and applies to the upgrade that was applicable at that time. It is not relevant to subsequent Facebook upgrades. For other Facebook-related articles, go here.]

If you’re an admin of a Facebook page, you will soon be invited to upgrade your page to the new format. Just as profiles were recently redesigned, Facebook is redesigning pages as well. Here are some thoughts to help you make your decision.

Thankfully, Facebook offers you the opportunity to preview the upgrade on your specific page before actually making the change. I highly recommend that you do that. It will help you understand where some familiar things have been moved to (like your tabs will no longer appear at the top of the page; instead, they’ll be along the left-hand side as navigation links). It will also help you preview your landing page to make sure it still works properly. Right now, there seems to be a bug that affects some landing pages, but not all. With this bug, the content of the page is being truncated so that information on the right-hand side is cut off. The width is still supposed to be 520px, but seems to be shortened by as must as 30px for some pages.

Be aware that this preview opportunity is intended to help you discover and resolve issues before Facebook creates any problems for you. You can opt to wait to upgrade, but all pages will be upgraded in March. (I’ve read three conflicting dates so far ranging from the 1st to the 31st.) You’re only delaying the inevitable if you do wait. So, use this time wisely to review your page, make any changes you need to make, and be prepared for the new layout.

So, what are some of the pros about this redesign? The two biggest seem to be that if you improperly categorized your page when you created it, you now actually have the ability to change that. I know that’s been a huge issue for many businesses. Second is that you can now post on other pages as your page instead of as yourself. That gives great visibility to your page, and encourages people to come like your page rather than trying to connect with you as a friend, thus clarifiing the blurred lines Facebook previoulsy created between business and friendship.

And some cons? If you manage multiple pages, you can no longer access them through the Account menu. I still have not found a way around that, other than to search on each of the pages you administer, and hope you don’t forget any. Personally, I administer a couple dozen pages, so I’m not a fan of that technique at all! But for those of you that only administer one or two pages, it shouldn’t be a problem.

Another con is that the wall filter has been changed so that the most popular posts on your wall float to the top. That means newer posts with fewer interactions will be buried on your wall (which will now function more like a newsfeed), unless you change the filter from “Everyone” to just your page. But then you’re missing out on the interactivity of what others are posting on your wall. Tough call to make, and one that I need to review some more. The purpose of this change is to ensure that viewers see high quality content each time they visit the page, but that means that content editors are going to have to be even more particular about creating engaging content so that they can overcome the popularity of an older, engaging post.

For more details about the change and what specific things you’re going to see, check out: Inside Facebook’s Page Redesign Guide.

If you’re an Aleweb client (or wish to become one) and have specific questions, or want input as to whether to upgrade or wait, contact us!