Brief digital marketing guide for 2020 publishers

Category: Agenda

The digital revolution has also reached the publishing sector, and it is increasingly common to exchange the paper book for the digital book. Publishers must adapt to the new times, leave static websites behind and bet on a digital marketing strategy that allows them to compete with other publishers, however great they may be.

If you don’t know how to deal with this process, you can follow the instructions in the quick guide to digital marketing for publishers you’ll find below.

Affiliate Marketing and Email Marketing

The affiliate marketing It is a strategy through which we pay for positive reviews, in this case valuations of the books. Thus, we can pay critics for posting a positive comment on the books we just published on their blog.

We also have to handle e-mail marketing well, for which segmentation is essential so that a reader receives information from your books of their favorite genres: a fan of the black novel does not have the same tastes as another who likes romantic or fantasy, and if we propose the wrong books he will not buy them.

An e-commerce on your website

As we anticipated at the beginning, There is no use for a static website, where we do not offer new content to the users. But in addition to the contents, users must be offered the option of buy books directly on our website.

But beyond online books, you can take advantage of tools such as Subscription platforms for digital reading. It is a way to diversify the business and retain readers. Of course, behind you should have a good sales strategy.

The sales funnel on the web

If you are able to develop the appropriate network strategy, you can attract users to your website. It is the first step of the sales funnel, get as many visits as possible. For this, it is important to be clear that It is not sold through social networks, but they are another tool to attract public to the web, as is the strategy of e-mail marketing.

Other ways to attract users to the web would be joint digital readings or ask authors for blog posts, and then apply SEO to them to position them.

The second step of the process is get subscribers, for which it will be necessary to get emails of users and include them in our customer database or newsletter. They are not yet customers, and not everyone is going to buy us, so after segmentation you have to send to each user the information that best suits their readers tastes, not forgetting discounts or offers. The automation of this process is very important, and if we have done well it will lead to an increase in book sales thanks to a successful marketing strategy.

Metadata matters more than it seems

For most publishers, the goal is to sell on paper and in the bookstore; Digital sales are an extra that comes in handy, but it is not what we are looking for the most. However, it is an approach that can make us lose sales.

If you want your books to stand out among the virtual shelves, it’s A good use of metadata is essential. They give Google the basic information about the book, so you can show it when a search occurs. If the book does not appear on Google, it is as if it did not exist and your digital marketing strategy will not make sense.

Broadly speaking, this is the basic information for the development of your digital marketing strategy. Don’t forget to try take advantage of all the options offered by the publishing world, such as audiobooks or podcasts, video readings of the author, joint readings in groups, etc.