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Very good tips and suggestions. Funny thing: I’d say the majority of traditional non-fiction book authors would do even better to follow what the article advises too!

POD, by the way, stands for Print-on-Demand. If you’re interested, two POD services to check out are Lulu and CafePress. You can read more about them and PODding in Sell Your Books Online Without a Blog or Website… for free! — EES

Book Marketing Campaign Tips for POD Published Authors
Article by V. Michael Santoro

Developing an effective book marketing campaign can be a challenge for most POD published authors. Once their book is published they try to use traditional book marketing techniques, such as:

• Contacting bookstores and libraries to see if they will carry their book
• Calling newspaper reporters to try and obtain some PR
• Sending a review copy of their book to newspaper book review editors, or
• Trying to set up a book signing event at local bookstores

Unfortunately, this approach usually generates disappointing results.

A more effective book marketing campaign for a POD published author is to identify a niche market based upon their book’s theme and then use the Internet to brand themselves as an expert within that niche market. Instead of trying to sell their books, authors need to provide top quality information to their niche audience while using their book as a credential. Having published a book and correctly posting valuable information is the fastest way to be viewed as an expert by people interested in the niche, as well as the media.

Book Marketing Campaign Blueprint

The following blueprint will help authors use the Internet to brand themselves as an expert:

1. Determine which niche market is best associated with your book’s theme. Ensure that it has people who are enthusiastic about the niche and willing to spend money on associated products and your book.
   
2. Research actual long tail keyword phrases that people are using to find information within your niche. Use them in your book marketing material to achieve a “top ten” search engine position.

FYI, “long tail keyword phrases” are the list of hundreds — maybe even thousands — of keyword phrases people actually use to search for what you’re offering, but are not among the top 10 or 20 phrases. You’ll notice when looking at counts, the top ones generate a lot of searches, and then just about every single one soon after just produces no more than a trickle each; when you graph the search counts out, it’ll look something like a flat-headed tadpole with a very long tail. If you can get a highly-ranked result with one or more of the top 10 or 20, then great! But getting there is so darned competitive (expensive!), the strategy is that maybe, you should just focus on the tail instead (or also) which, when taking all the trickles as a whole, add up to a serious amount of traffic! — EES

3. Write outstanding marketing material using this keyword research. It will help to brand you as an expert within your niche market.
   
4. Generate targeted traffic to your book’s website or blog by using free traditional and Web 2.0 Internet Marketing techniques.
   
5. Build a huge list of interested niche subscribers and keep in touch with them on a regular basis.

Using this book marketing campaign approach will help you earn an income by recommending niche products to your loyal niche audience. Many will also purchase your book after they read your quality information and see your commitment to helping them.

Additionally, you can receive calls from the media researching information for stories and shows. Why? Because they were able to find your book marketing niche material, have visited your website and realized that you’re a published author and expert who can be used as a reliable source.

V. Michael Santoro is a published author, Internet Marketer and creator of the Authorpreneur 2.0 Mentorship Program, an easy-to-follow, step-by-step turnkey program about conducting an effective online book marketing campaign.

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