From Penny Sansevieri via Digital Book World:
One of the biggest certainties about marketing trends, including book marketing trends, is that they are always in a state of change. This has a lot to do with changing technology. In nearly every aspect of every day, someone is marketing something to each of us.
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2. Print Ads
An author recently told me he was holding off doing any marketing until his ad ran in the New York Times. He had bought a $5,000 ad in the book section and was eager to see how it worked. It ended up being a $5,000 mistake. Print ads, unless you’ve already got a platform, are best to avoid. And even if you do have a platform, they’re still sketchy unless you’re already well-known.
Instead, try ebook ads. Ads, like the kind you buy to promote your ebook, work well, but truthfully, I am beginning to see the effect of these fading; you actually have to do more ads now to get the same amount of bounce. Thankfully, most ebook ads are cheap, so you can still do a lot of them and spend far less than you would on print.
3. Generic Blog Tours
This ties back into generic anything. You used to be able to host a blog tour and see the momentum for your book kick in almost immediately. That’s not really the case anymore.
Instead, try genre-based blog tours. Blog tours that are focused on your book topic, specifically, are far more effective and a better use of your time and money. They tend to be more work, but they are absolutely worth it in the long run. Regardless of how many book blogs you get featured on, focus on the niche blogs. This is not just because you want to stay away from generalized topics, but also because you reach a more highly focused audience.
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6. Bad Blogging
Blogging is important, and many of us would blog for the sake of blogging. That said, there’s a lot of content out there, and much of it isn’t really worth our time. With all the noise in our daily lives, it needs to be really good for us to want to spend time reading it.
Instead, practice good blogging skills. Put out solid content even if it means reducing how often per month you blog. Instead of blogging every day, consider posting once a week with stronger, better content. This is a case in which less is actually more. Readers will appreciate the effort, but almost more importantly, so will Google. You may see more traffic for one great piece than for five mediocre posts that are only interesting to those closest to you.
Link to the rest at Digital Book World