My PR Insider “Go To Girl!” – Another Helpful Article By, Marsha Friedman Owner of EMSI Public Relations.

How Can I Supercharge My Social Media Efforts?

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Now that is a great question author’s ask me all the time. And it is why I have a page here on my blog for author’s to use to know where to be on social media to promote your books effectively. But Marsha is an expert in this area and so I wanted to have her give us all that advice from a more PR perspective. So let’s get right to it!

Why You Should Use Social Media to Build Your Opt-In Email List!


By now, everyone knows that social media is a key component to any marketing campaign. At least if you’ve been reading these newsletters you do. But aside from the obvious benefits of outreach and awareness, there is something else you can be doing with your social networking campaign that can supercharge all of your efforts: build an opt-in email list.

I know from my own experience that social media marketing has enabled me to increase my email list by thousands, with those on the list continuously receiving my newsletters that carry my advice, my tips, and my message.

My newsletter helps my social media contacts remember me and what I do, not because I am actively selling and promoting myself. Like my social media strategy, I use these pieces to add value to the lives of the people on my list. My formula is simple – if some of you like what you read, when you have the need and the resources and are considering using a PR firm, you might consider my company. And that’s it. What’s more, I know it works, because I’ve used this formula to build a thriving 27-year-old business.

Adding value for my clients is the real reward I have enjoyed by combining my email and social media marketing efforts. So how can you do this? Let me share a few actions that we find are successful.

  • Join Targeted Discussions and Post Valuable Content. Within your social networks, stay abreast of trending topics and discussions that your target audience will find relevant. Become part of these discussions using valuable content, making use of trending hashtags when possible to demonstrate your professional expertise and drive people to your website. Take care to make your posts short and interesting. Making the headline a question can encourage responses, or use words that contain phrases like “tips for” or “strategies for.” If your content links back to your website, tease the information that will be available once they click through to encourage better click-through rates.
  • Make Sure Your Website is “Opt-in” Friendly. Make sure your opt-in form is prominent throughout your website, with a message telling visitors that when they sign up for your list, they will receive helpful information as opposed to junk mail. You can also include incentives to help encourage people to opt-in. E-books or whitepapers work nicely.

  • Invite Everyone – But Don’t Pester! On some networks – like Twitter and LinkedIn – you can directly message new followers or connections and invite them to become part of your newsletter. Make these messages short, but friendly and try to maintain a tone that doesn’t seem one-size-fits-all. This can help increase your signup rate significantly. On networks that don’t offer the same level of access, weave signup call-to-actions in your content calendar. Try to limit this activity, and be sure to avoid being overly promotional. Again, ensuring your site is opt-in friendly will allow you to encourage signups just by sending followers to content on your site.
  • Be Consistent in Your Social Networking! The key to making points 1 – 3 above really work is to stay active in your networks. If you are only an occasional visitor, you might as well “stay home.” In order to reap the rewards of these strategies, post often and wisely, and pay attention to your group members.

That’s how it all fits together. Social media is not the next big “thing.” It’s now part of the foundation of a good marketing campaign, as intractable as advertising and public relations.

Hope this helps!
Marsha

P.S. If you’d like professional help getting interviews with the media, we’ve been arranging interviews for our clients on radio and TV, and obtaining editorial coverage in newspapers and magazines for more than 26 years. We also offer a comprehensive social media marketing program for select clients, where we do it all for you. If you’re interested in our help, please call us at 727-443-7115 Ext. 231 or  (800) 881-7342 or send me an Email: info@emsincorporated.com We’d love to hear from you!

Please take a visit to my friends and see how they can supercharge your Public Image at EMSI Public Relations Firm!

Author, Catherine Townsend-Lyon

Pricing Your Books. Are You Over Pricing Authors? Are You Listing in The Correct Categories?

So my friends over on Book Marketing sure knows about pricing your books so that it helps you gain sales and reviews, not over price readers from not buying. We also need to make sure we are adding our books in the correct categories when we upload them on Amazon’s Create Space and KDP for kindle e-books.

WHY?

Because your category placement also affects your Amazon rankings which can move every hour as does sales and book reviews. You can find a lot more about your listing categories and how rankings work here on Amazon Author Central

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More about pricing:

Many self-published authors tend to price themselves out of sales.

This happens because:
1) You know how much time you spent to write the book, time or money spent on editing, time or money spent on the cover, time spent on learning to self-publish, plus the priceless view you have of your own work (rightfully so), all which combine to make you put a higher price tag on your book.
2) Self-published authors often aren’t making many sales, so they often price their book higher to earn more per sale since their sales are infrequent. We get that… but we’ve always been a proponent of the fact that you can sell more books with a lower price, and while you’ll earn less per book, you will make more in aggregate than you would with a higher price book. Plus, until you have more books to sell, it’s all about getting more readers so when you DO have more books, it’s much easier to sell them with a built-in reader base.

Now we have proof, with numbers directly from Amazon!

Amazon is usually pretty guarded with their stats. They don’t share much, but they recently shared some numbers regarding book sales at different price ranges.
Here is the quote relevant to book pricing:

“It’s also important to understand that e-books are highly price-elastic. This means that when the price goes up, customers buy much less. We’ve quantified the price elasticity of e-books from repeated measurements across many titles. For every copy an e-book would sell at $14.99, it would sell 1.74 copies if priced at $9.99. So, for example, if customers would buy 100,000 copies of a particular e-book at $14.99, then customers would buy 174,000 copies of that same e-book at $9.99. Total revenue at $14.99 would be $1,499,000. Total revenue at $9.99 is $1,738,000. The important thing to note here is that at the lower price, total revenue increases 16%. This is good for all the parties involved.”

This is directly from the largest marketplace in the world, who specializes in e-books. How much clearer can it get?

Sure, we would all love to sell at $14.99 or even $9.99, but that’s not the reality for the self-published author. But, you can still make good money selling at $0.99, $1.99, $2.99. Especially for the new author, with so much competition out there, you don’t want your price to be the reason people aren’t willing to give you and your books a shot.
Once you have a strong following of readers who love your books and want to buy more (you are building that mailing list right?), then, you can experiment with $3.99, $4.99, even $5.99. Many self-published authors are now able to command those prices, but they were not always able to sell their books for those prices. If you try to start at that price, for whatever reason, and you have very few reviews and hardly any fans, you’re going to continue to not sell many books, and you will earn less than you would with a lower price point.

Your goal is to reach as many readers as possible and to get them to want to buy every other book you come out with in the future. The bigger fan base you are able to build now, the easier it will be to sell books in the future with every new book you write.

Get people in the door with a lower price, build a readership, get them to fall in love with you and your books, THEN price your books higher.
Here’s to Selling More Books Authors!

“Cat Lyon’s Reading Den” by Author, Catherine Lyon  🙂

My Guest Today – Marsha’s PR Insider! Get Your Brand As An Author Ready For The New Year on Social Media.

How Social Media Turns You Into A Valuable Media Commodity   by

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All I can say is I just love Marsha Friedman from The PR Insider! I have learned SO much from her through the years about PR, Social Media, Branding, and Book Marketing. She is well respected and very inspiring to many .  .  .  .

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If you’re savvy enough to be using social media as part of your branding efforts – and I know that you are – then you’re also savvy enough to want to get the most out of those efforts.

After all, when you’re using social media for personal or business branding, you’re not out to learn how many of your high school classmates have grandchildren, or “like” the photos of your niece’s wedding.

Instead, your goal – or at least one of your goals – is to build a loyal following and then leverage that following to enhance your marketing and branding efforts as an authority in your field.

Because here’s the thing: the greater your following, the more intriguing you’ll appear to the media gatekeepers you’re trying to attract to spread your message.

Let’s face it, most people in the media are inundated with requests from people who have a story to tell, a product to sell or a service to promote. If you manage to cut through all that clutter and get on the media’s radar, one of the first things they will do is Google your name or your company’s name and check out your presence on social media.

It gives your credibility a strong boost if the media find that you are widely followed on social media sites. Here are just a few ways your social media following can pay marketing dividends for you:

  • A large, built-in following makes you an asset to the media. The bigger your following the more impressive you’ll look when the media take a peek into your online world. As a result, a journalist will be more inclined to interview you, and a TV show or radio show host more likely to want to talk with you on the air. Simply put, the more popular you are, the more valuable you are as a guest or interview subject.
  • Once you’ve achieved some media coverage, your social media following is your doorway to sharing that coverage with an even wider audience. There is so much information on the internet competing for attention that it’s a challenge for any one article or interview to achieve much notice. That’s why you have to give any coverage you receive a little nudge – or maybe even a big shove!

    Let’s say, for example, that you’re interviewed for an article that appears in a national publication. If you share a link to the article on your social media sites, you have immediately broadened the potential audience for that article. But it doesn’t stop there. Many of your followers may share it with their followers, widening the reach even more. If you’re lucky, it could even lead to the article or interview with you going viral! You’ll like that and so will the media outlet you helped shine the spotlight on.

  • If you’re looking for a book deal, that social media following will be influential. Traditional publishers who are mulling the risk of taking you on will be more inclined to do so if you have a large number of people following you.
  • A large social media audience can attract sponsors interested in tapping into your audience because they’re after the same demographics. That could be a deep well of revenue for you.

Building an extensive social media following and making the best use of it is not only smart, it’s essential if you want to take advantage of the marketing and branding opportunities that social media present.

When the media start checking you out, you want them to be impressed with what they find. And at that point, the whole situation could become almost self-perpetuating. A growing audience can help lead to media attention. Media attention can help grow your audience.

What an extraordinary development that would be!

Perpetually yours,

Marsha 

(P.S. If you need professional help with your branding and social media efforts, give us a call at 727-443-7115 ext. 215.)

ABOUT MARSHA FRIEDMAN:

Marsha Friedman launched EMS Incorporated in 1990. Her firm represents corporations and experts in a wide array of fields such as business, health, food, lifestyle, politics, finance, law, sports, and entertainment. She consults individuals and businesses on a daily basis and is frequently asked to speak at conferences about how to harness the power of publicity.

 

New Featured Article & Guest on ‘Book Marketing Tools’… Best Place for Authors.

Book Marketing Tools

I am always honored to be asked by my good friends over at Book Marketing Tools.  It is the best place to be if you are an author. They have many tools to help self-published authors learn to book promote and advertise with them as well. So I was invited to write and share MY opinion on the best places for a “New Indie Author” to learn How and Where to promote their books throughout social media.  Here we go!! *Author, Catherine Townsend-Lyon*  🙂

how-and-where-to-promote-your-new-book                           ( Courtesy of Book Marketing Tools )

How and Where to Promote Your New Book

Authors, you just published your first book. Congratulations!

Now your publisher tells you they only will send out a press release announcing your new book and that’s it for book promoting.

So, now what? How and Where do you promote your book?

You could hire a book promoter like me but you have no money left after paying for publishing costs.

I am here to help you learn.

Where and How to Promote

Many authors can’t afford to pay big bucks for mainstream media advertising. And quite frankly, my book promotions business is booming all through social media! Promoting throughout social media sells books, and you receive book reviews in return. Social media has changed the landscape of promoting one’s book through places like Facebook and Twitter as they have enhanced their services for authors to promote books with cost effective ad’s. Here are my social media picks I use to promote my author client’s books with impressive results.

Goodreads

Goodreads is known for bringing authors and readers together to benefit them both! Readers can find good books, follow their favorite artists, even ask authors questions in real time! The Goodreads Author Program is a completely free feature designed to help authors reach their target audience — passionate readers. This is the perfect place for new and established authors to promote their books. Authors get a host of tools to use for promoting your books, do giveaways or promos, and you get a free blog too on Goodreads Author Program.

Here are some of the benefits that come with being in ‘The Goodreads Author Program’:

  • Add a picture and bio. Share your list of favorite books and recent reads with your fans! Write a blog and generate a band of followers.
  • Publicize upcoming events, such as book signings and speaking engagements. Share book excerpts and other writing.
  • Write a quiz about your book or a related topic. Post videos.
  • Add the Goodreads Author widget to your personal website or blog to show off reviews of your books.

Here are some of the promotional tools available on Goodreads for Authors:

  • Sign up to advertise your book to the Goodreads Community—50 million readers! List a book giveaway to generate pre-launch buzz.
  • Participate in discussions on your profile, in groups, and in the book group forums for your books.

So all you do is go join free and follow the instructions for ‘The Goodreads Author Program.’ You can add friends and readers by using your Facebook account or even your Email list. So make sure you explore thoroughly.

Twitter

My next pick is Twitter. I love Twitter for book promoting. It can be a challenge as they only give you 140 characters to work with, so you have to be more creative and learn quickly on how to abbreviate. For book promoting or promoting your brand as an author, Twitter has come a long way! You can share your books, and the book covers with a tweet by using your Amazon or Barnes and Noble links to post and share. Twitter has enhanced their services to help you reach more readers. Start by opening a free account, then build a following by interacting and engaging with readers.

They follow you, and you follow back. Look for book and reader groups and book clubs, other authors and writers as they will be helpful by retweeting what you post. Your followers will retweet what you share about your book, and you get the benefit of reaching ALL their followers. “Word of mouth” promoting by one little retweet.

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Here are some new tools Twitter has rolled out to help get your new book in front of readers. Yes, some cost money, but you can set a low budget limit to try it out to see if you get good results.

How Twitter Ads Work:

Choose your target audience:

Reach the right audience by targeting based on interests, geography, gender, device, or users similar to your followers. Also, maximize the relevancy of your message by targeting by keywords in people’s Tweets.

Amplify your message and get discovered:

Get your Tweets and your account in front of more people who are interested in you.

Set a budget and pay for what works:

Only pay when users follow your account or retweet, like, reply, or click on your Promoted Tweet. You’re in complete control. There’s no minimum spend, and you can start and stop at any time. So open a free Twitter account to started. Then visit their Twitter Ads advertising to see what works best for your book promotion budget.

Facebook for Book Promoting

My last pick on social media is Facebook. Again, I read my several email newsletters from Professional PR firms, and they all say that having a social media presence is a crucial to all authors in promoting their books. I have been promoting my books since 2012, and I am a firm believer that social media is where your readers are. But engagement and interaction are what makes the “magic” happen between readers and authors. And that is how you sell books and gain book reviews.

Facebook is another fantastic place to promote your books, authors. Here you are not limited to how you can post all about your new book. I like being creative when sharing my client’s books on Facebook. I produce fun book cover photos to share; I can share book reviews of their books right from Amazon or Barnes & Noble and so much more. And just like Twitter? Facebook has rolled out some new advertising tools authors can use to help promote your book or brand as an author. And yes, you can join Facebook for free. Here are things you can do to enhance your book promoting through Facebook.
Create an Author page separate from your home Facebook page here: Facebook Advertising

Creating a separate ‘like page’ for yourself as an author allows you to use that space to promoting your book. You can schedule events—giveaways, book tours, book trailers and release dates—connect to your readers in a professional space, and use the page to link to your website or blog. If you gain enough “likes,” you can also use Facebooks ads.

Facebook Ads:

Facebook has a whole host of new advertising methods to help you promote your books or brand. You can visit Facebook Ad Products for Business to explore all your paid or free options of advertising through Facebook. And like Twitter, they have a “pay as you go” option to see if you get results before spending a lot of money for ads. They even have tips on how to write your ads and proper images to go along with them. So join today and get started.

If you need more helpful advice, tips, and some good listing book sites to share your book through just like here on “Book Marketing Tools,” then come to Lyon Book & Social Media Promotions tips and advice page today. I got authors covered!

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Catherine Townsend- Lyon  Columnist, Author
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Catherine is a best-selling TKG author of “Addicted to Dimes”, available on Amazon and Barnes & Noble. She is a freelance recovery writer/columnist for “In Recovery Magazine, and “Keys to Recovery newspaper,” and an ‘Expert blogger of Gambling Addiction Recovery on Addictionland’ recovery.

Another passion is her Book Promotions business called, “Lyon Book and Social Media Promotions.” Catherine has fast become well known in many addictions and recovery communities and book promotion & reader communities. She has a large following on social media. You connect with Catherine onTwitter, Facebook, and Goodreads. She lives in Phoenix, Arizona with her husband and 3 cats.

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Marsha Says: “Social Media Is Where It’s At For Books & Brand Marketing.”

We are happy to have a new ‘Guest Article’ by my good friend and PR Insider Marsha Friedman, CEO at EMSI Public Relations.

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Marsha Friedman


Marsha has been my PR go to girl for a long time and she knows the public relations and media business like no other. So here is a new featured article about using social media to your advantage with your brand as an author and book promoting. As social media is a must for promoting your book, find your readership, and build you social media following! I wish all authors much success!  Catherine Lyon “-)

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Are You Set Up For A Successful
Social Media Campaign?
by: Marsha Friedman


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After months – or more likely years – of hearing about how you need to include social media as a vital part of your branding strategy, you’re finally convinced.

You’ve decided to take the plunge!

But hold on there! While you want to take advantage of this up-to-date venue for promoting your personal or business brand, are you properly prepared to take on a social media campaign that will accomplish your goals?

Actually, you may not be! It’s not enough to establish Facebook, Twitter, LinkedIn, Instagram and other social media accounts and just expect good things to happen without any more effort.

First things first:  You need to lay the right groundwork. The following are necessities for properly leveraging social media for branding purposes:

  • A website is a must. On social media, you’ll tweet, you’ll post and you’ll share. But the ultimate goal is to drive your target audience to your professionally designed website – or at least a quality landing page – so they can learn even more about you and/or your business.
  • Be ready with content worth viewing. When your followers click on your links and are directed to your website, they should be rewarded with something more substantial than a sales pitch.  Share your valuable expertise with them so that hanging out on your website is worth their while. Maintain a blog or provide useful information in tips articles, video blogs, infographics or a white paper. Include a call to action.  Invite them to sign up for worthwhile information via your mailing list.  This enables you to stay in front of them whenever their need for your product or service arises.
  • Someone needs to take charge. Social media isn’t something you set and forget. Someone needs to oversee your social media; otherwise it’s likely to die on the vine. So, how will you handle this? It’s not the best idea to assign it as an additional duty for someone already slammed with responsibilities.  It needs to be handed to someone for whom the work will be a priority.  A successful social media campaign requires knowledge, skill and persistence.  Effective social media marketing simply cannot be treated as an afterthought.

That third bullet point is perhaps the most crucial because – regardless of how well the groundwork is laid – nothing is accomplished without the right person executing a smart strategy to build your brand.

And just any random person is not likely to do this well.

Sure, most of us have become at least marginally adept at liking, commenting, sharing and tweeting, but a genuine social media expert will have a formal and professional background in their craft. This is vital for ensuring that your social media channels play a legitimate role in the overall marketing strategy behind your brand or product.

Social media managers continually hone their knowledge and keep up to date with trends in both social media and marketing. Such experience and focus are vital to ensuring your social media follows a well thought out and effective strategy.

So if you haven’t already, start getting those pieces of a successful social media campaign lined up.

With your website or landing page humming, with terrific content ready to give visitors valuable information, and with a person or team in place to oversee the strategy, you’ll be ready to launch.

All set?  Come visit out website for information and tips on marketing and sign up for our free newsletter while your their!

       
Marsha

Presented By ~ Lyon Book and Social Media Promotions ~ Catherine Lyon

Authors, Meet Shawn and R.J. From Book Marketing Tools. A Must Website for Authors.

Ok authors, do you know about Book Marketing Tools?
They are a must for all authors to go join free and sign up for their newsletter. Why?
Because it has fantastic book marketing article like this one I am about to share.

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Book Marketing Tools

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Now I have known these two guys of ‘Book Marketing Tools’ for a couple years now. Shawn and R.J. have even invited me on a regular basis to write articles and share some the “magic” of book promotions with their readers. Well, they actually invite many to write articles to share on their site as they both have “Big Hearts” and genuinely care about helping authors succeed in selling and promoting their books and teaching them how to do it.

They also have many excellent tools to help authors in submitting their books on many book sites. Like the E-book submission tool. Fill out one form and your e-book gets listed on a big amount of book promo sites. Now that is a time saver!!

So, if you haven’t yet visited and signed up for their newsletter, I highly recommend you do so today right here Book Marketing Tools.  Now let’s see what they have to share with us today about book reviews. Enjoy!


Authors, 
we hope your week has gotten off to a positive start!

Recently, self-published author Jennifer-Crystal Johnson wrote a guest blog post for Book Marketing Tools entitled “How to Handle Negative Book Reviews.” In her piece, she really cut to the core of what it feels like to receive a negative review for something that you’ve spent so much time and effort creating. It sucks! But the way you handle negative reviews can set the stage for some real, significant growth as a self-published author.

But what about positive reviews?

Should you just take them for granted?

What, if anything, should you do to maximize your favorable book reviews?

As it turns out, not all authors know how to handle good reviews. Thankfully, if you’re a writer who isn’t sure what to do when the raves start coming in for your latest book, we have some great tips!

3 Tips for Maximizing Your Positive Book Reviews

Tip #1 — Be Grateful!

Whenever possible, reach out to your positive reviewers to say, “thanks,” whether they are friends, family members or complete strangers who stumbled across your book.

As a self-published author, you are running a business. And business is all about relationships. The more you can cultivate positive relationships with people who love your books, the more successful you’ll be in your career as an author.

To write a review takes time and thoughtfulness, so if you’re getting good reviews of your work, it means that people are really connecting with your writing. As an author, there really isn’t a better feeling, so be sure to show your appreciation!

Tip #2 — Start a Collection

Chances are, if you get one good review, you’ll probably get several. Keep a list of your good reviews so you can link to them, post them on your author website or pull quotes from them.

A selection of positive reviews can also be the subject of a “What Readers Are Saying” email to the people on your list.

It’s also good to have easy access to your positive reviews for those times when you’re not feeling so hot about your ability to put words on the page — who doesn’t need a confidence boost from time to time?

Tip #3 — Reflect on What You’re Doing Right

You probably have a pretty strong sense of your strengths as an author, but good reviews can reveal some things about your writing that you may not have even considered. Negative reviews can challenge you to face your flaws, but good reviews can uncover hidden strengths that you can cultivate for your future writings.

For example, maybe you’ve never thought of yourself as a gifted dialogue writer — perhaps your focus has been on plot and narrative — so when reviews appear that show appreciation for the ways in which your characters speak, it’s a chance to take notice of a talent you might not have known you have!

Good reviews give you the opportunity to reflect on and respond to the aspects of your books that really resonate with readers, which can only help you grow as you continue your journey as a self-published author.

Self-Publishing in the News: How an Airline Changed One Indie Author’s Life

If you’re a self-published author, you’ve got to be open to opportunities no matter where they might come from. And you need to be able to think outside of the box when it comes to getting your books in the hands of readers.

Indie author Stephen Holmes created The Great Hot Air Balloon Adventure as a bedtime story for his daughters. When one of his children suggested that he publish the story and turn it into a book, he realized he had the opportunity to do something special.

The amazing part of the story is that Holmes — on a whim — decided that he might have a shot at making some new fans by sending the book to Virgin Atlantic Airlines. Well, the right people at the airline loved the book, and they promptly ordered 2,000 copies to be given away during night flights to parents and their children.

In addition to the initial order, Holmes is sure to make many more new fans!

One important takeaway: because Holmes wrote and published the book himself, he was able to get the ball rolling and catch the interest of the airline in a matter of days! Would this be possible in the traditional publishing world? Maybe, but it doesn’t seem likely.

Check out the full story on The Guardian website!

Have a wonderful week, authors!

-Shawn & R.J. from Book Marketing Tools
http://bookmarketingtools.com

“Lyon Book and Social Media Promotions”  *Cat*

My Guest Today is PR Expert Marsha Friedman.

I am excited and honored to have my good friend back, PR Expert Marsha Friedman from “The PR Insider.”  Marsha is CEO of http://emsincorporated.com/about-emsi/, an award-winning, top national public relations agency; EMSI has been delivering highly specialized publicity campaigns for over two decades. “Our specialty is creating angles we know the media will want to cover and will obtain quality media exposure for our clients.”  Marsha is a lot like me, as she enjoys helping others by sharing many Social Media tips and advice through her awesome newsletter which I get each week, and highly suggest all authors do on when you visit her website.

She happened to share a couple of articles this past week that I felt needed to be shared as it stress’ the importance of media and social media as part of your book promoting platform or brand. Since I book promote throughout social media, because as we all know, many authors can not afford to hire a PR Firm. So let’s see what advice Marsha has for us today  …

Marsha Friedman


Join Our Mailing List

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* When Media Opportunities Knock, Swing Your Door Wide Open! *

One piece of PR advice that I have shared with clients over the years is that they need to take advantage of every media opportunity they possibly can no matter how big or small.

Why? Because the media follow the media – or in more generic terms, one thing leads to another!

Here’s what I mean: Members of the media routinely check what topics other members of the media are reporting about and who they are using as sources. If they see that some other media outlet has made use of your expertise, they are more likely to view you as credible and someone they might want to turn to as an authority on your subject.

Just within the last week we experienced a terrific example of this phenomenon when one of our EMSI clients wrote an opinion piece we got published in the New York Daily News.

After the piece appeared, our client was sitting down to dinner with his wife when his cell phone rang.

On the line was someone from MSNBC, calling to check on whether he might be available to be interviewed for the network’s “Last Word with Lawrence O’Donnell” show.

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The reason he made their list of potential guests: Someone at MSNBC had seen that New York Daily News article. One thing had led to another!

So with that in mind, what are some steps you can take to improve the chances of getting the media to follow the media that’s following you? Here are a few:

  • Be prepared to say “Yes!” to interview requests. You’re right! I’m back to the advice I opened this piece with, but it’s an important bit of advice. The first step for a good publicity campaign is to get on the playing field. If you aren’t in the game, then nothing is going to happen. In my experience, the people who have some of the best publicity campaigns are those willing to snatch every opportunity that arises, from the local weekly newspaper to major broadcast operations. Momentum can’t build if you don’t get the ball rolling and keep it rolling.
  • Be willing to step outside your core message. Often, much to our frustration, clients turn down media interview requests because they don’t see the reporter’s angle as the right fit for them. These clients have specific messages they want to push, and though they are qualified to discuss the topic the reporter is calling about, they view doing so as getting “off message” or being outside their comfort zone. So they pass. I think that’s a mistake. Not only do they miss out on another opportunity to get their name out there, but with a little skill they can steer the interview toward what it is they really want to say.
  • Link your topic to current events. This one might be the most important of all! At EMSI, we regularly follow what’s happening in the news to see if we can tie a client’s message to something that’s trending. Is there a change in Social Security that a financial planner could discuss? Is there new medical research that a doctor could weigh in on? You can do this too by following Google Trends or other online resources that will keep you abreast of what everyone is talking about. Then you can pitch yourself to the media using a breaking news angle. One major reason our client drew the attention of MSNBC is because his New York Daily News article connected his message about branding to the current presidential election.


Another thing worth keeping in mind is you need to stay persistent in your efforts and not expect quick results. Unless you happen to be incredibly lucky, one article is unlikely to do the trick. The more you take advantage of opportunities, the more your name is out there and the better the odds that the larger media operations will take notice.

Of course, when that happens, you better be ready! Media opportunities don’t knock every day  ….


Now here is the other article I feel is very important to all authors when out promoting your books. Social Media is a great place to be and Marsha tells us WHY.”

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* The Key Ingredients To Developing A Social Media Strategy *

It’s hardly a secret that, if you’re promoting a brand like let’s say books, a great tool at your disposal is all the social media sites that have sprung up over the last several years and continue to flourish, such as Facebook, Twitter, LinkedIn, Google+, and others.

But, as I hope everyone also knows by now, it’s easy – much too easy – to make brand-damaging mistakes on social media if you’re not careful. Big mistakes!

In fact, if your aim is to promote your brand successfully, you shouldn’t even attempt social media without a carefully planned strategy. The willy-nilly approach won’t do it, and you even could end up in worse shape than before you started.

So how does someone go about developing a social media strategy that works?

Glad you asked!

To answer the question, as I often do in such circumstances, I turned to one of the team members here at EMSI for assistance. In this case, it was Jay York, our senior social media strategist, who understands the nuances of social media and how to make the best use of social media’s advantages while avoiding the disadvantages.

Jay says these four steps are critical as you develop your social media strategy:

  • Identify your target audience. It’s important to decide just who it is you are trying to reach because that will affect the subsequent steps in your strategy. For example, knowing the likes and needs of your target audience will help determine the type of content you share on social media. If you sell a pricey item for teenagers, for instance, your target audience might actually be their parents who have the money and the final say on purchasing decisions.
  • Choose the social media platforms you’ll use. Each social media platform appeals to a difference type of audience, though there definitely is overlap. Each attracts niche audiences that may or may not be useful to your brand. For example, Instagram might not be the right choice for you unless you’re promoting a lifestyle product to Millennials and Generation Xers. If you are in search of Baby Boomers, Facebook would be a good place to look because that’s far and away their favorite social media platform.

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  • Solidify your content strategy. Once you know your target audience and the platforms you will use to reach them, it’s time to focus on your content. You want to develop a stream of content that will be relevant and valuable to the right individuals through the right channels. Here’s where it’s important to remember that each social media platform has different ways of handling and displaying content. It’s not a one-size-fits-all approach. Twitter puts a limit on the number of characters you can use, yet there are still ways to get across a timely, interesting and valuable message. Facebook allows room for more detailed messages. Regardless of the platform, variety is important. Don’t just post links, for example. Your content should be a mixture of links, images, videos, and articles.
  • Define how you’ll network. Once your social media strategy is in place, you’ll want to attract and increase your following. Determining how and when you’ll do that is important. Will you follow like-minded people in an effort to get them to follow you back, or will you let your content do the talking to attract new followers? With Facebook, perhaps you would want to consider purchasing social media advertisements to help keep your momentum going.

    Finally, Jay emphasizes that consistency is incredibly important. You can’t post on social media once a week or once every two weeks and expect followers to start multiplying as if by magic.

    It simply won’t happen!

    Your social media platforms need tender, daily care, because once you’ve grabbed your audience’s attention, you don’t want to lose it. That doesn’t mean cluttering their news feed with an avalanche of posts, but it does mean checking in regularly to remind your followers of what you have to offer and that you’ll be there when they need you.

    Strategically yours!

    Marsha!

    You can connect with Marsha on Social Media to stay up to date on more PR Insider Tips and Advice below:

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