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Going Digital: Web Marketing Tactics for Book Publishers

by admin on June 18, 2010

Brooke Spilberg wrote an article that was recently featured in Visibility Magazine, please read the excerpt below and click through for the full article on Web Marketing Tactics for Book Publishers.

The publishing industry may be in the same position that the music industry is in if they don’t adapt and adapt quickly to the growing population of digital readers. Everything is going online and going digital so it is time book publishers and book authors think outside of their jacket covers and uncover additional options in how they can market and repurpose their material. Regardless of the device more content will be consumed at faster rates online. This could entail several different strategies but all of them are going to include investing more into web marketing, building closer relationships with their authors and their authors’ audiences.

It’s always been Google’s mission to “organize the world’s information and make it universally accessible and useful,” so it should come as no surprise that more types of content are becoming accessible on the search results page of Google. Perform a Google web search for “California hiking books” and at the top of the results page are results pulled from two vertical sources, Google’s shopping engine and Google books engine. Each has its own algorithm and way of displaying information but both offer great ways for publishers’ books to be found. Google’s shopping engine is pulling in book overview, ratings and reviews from Amazon, so it’s more important than ever to utilize and optimize this content. Beyond Amazon, Google Books also affords publishers the option of viewing various editions and reviewing and rating books. Google’s own star ratings and reviews help rank the site in their own books engine. Clicking on the “Book results for California hiking books” the books with ratings (even just 1) will bubble to the top.

Fear not, Google Books is not trying to steal publisher’s content and offer it up for free. They will not display in-print books unless the publisher requests it, but what they do offer as part of their partnership program are tools to help publishers discover their inventory and getting found is half the battle. Like a friendly Librarian, Google Books can point readers to the right shelf, allow them to ‘open’ and preview the book and easily buy it online.

See full Web Marketing Tactics for Book Publishers article in Visibility Magazine.

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