Tuesday, 8 May 2012

Marketing Basics Part 5: Promotion

Promotion is the third of the four P’s of marketing, after Product and Price, and it is a big issue for authors. Without promotion, no one will know to buy your books.

I have to admit that I have been struggling to write these next posts, because there is just so much information available on the ways businesses should be promoting themselves online that I was just getting lost in the detail.

Then inspiration struck: yes, there are many ways to promote. But the central question is: Why? Why do we promote?  What is the purpose of promotion?

To connect with customers and potential customers, to raise awareness of you and your product (your book) in order to influence them to purchase.

How do we connect with customers and potential customers? That depends on who they are and where they are. If they are on Facebook, connect on Facebook. If they are not, find another way to connect. If your customer is teenagers, then Facebook and Twitter are important. If your customer is middle-aged or retired people, then Twitter might be less important than a blog, an email, or even a snail mail newsletter.

Basically, the way you promote has to reflect who your customer is. You have to know your customer, and be where they are. You don’t have to be everywhere online – just be the places that your customer is, and places where potential customers are likely to see you and connect to you.

Over the next few weeks, we will look in more detail at the practical details of blogging, and the use of other social networks to build a platform.

Just don’t try and do it all at once. You’re supposed to be writing!


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  2. Always advertise where the behavior you want to create is. If you want clicks, advertise where people are clicking. If you want buyers, advertise where people buy.

    APA editor