Online Marketing of eBooks Presented by: Rich Fahle, Founder & CEO, Astral Road Media Your Ebook Marketing Punch List: Explore, Observe, Engage

1. Your eBook Marketing Punch List :
Explore, Observe, Engage
Ebooks for Everyone Else
Rich Fahle, Founder & CEO
Astral Road Media

2. Agenda
1. Outbound vs. Inbound Marketing
2. Identifying Key Bloggers and Influencers
3. Building Relationships Online
4. Key Book Communities Online
5. Ebook Distribution
6. Promotions, Blog Tours, Affiliates
7. Website: Home Base and Social Media Hub
8. Optimize: Be Easily Google-able

3. Outbound vs. Inbound Marketing
Actually, outbound AND inbound.
• The benefits of joining a community instead of
creating one yourself
• Marathon, not a sprint. Think months or longer,
not days or weeks.
• De-Oprahfy your expectations. Big not always
better. Think Moneyball.
• For those looking for you, control your message
with your website. Optimize!

4. Identifying Key Bloggers &
Influencers
Explore, Listen, Spelunk.
• Listen First: Where is Your Crowd Hanging Out?
• Engage, Explore, Research
• Follow Key Targets on Twitter. Who do they
follow?
• Dive into Facebook
• Read Blogs. Read More Blogs
• Build Your List of Book Bloggers
• When it is time to reach out – use their
preferred method. Likely email.

5. Building Relationships Online
Know and play by the rules. Trust takes time.
• Within your
community, listen, participate, share, add to the
conversation.
• For book bloggers and reviewers specifically, do
your research
• Read the review policy.
• Know the name of the blogger.
• Demonstrate awareness of the blog audience
• Personalize. Don’t mass email (“Dear Blogger”)
• Some may prefer paper galleys.
• Bloggers are savvy. Be transparent.
• Benefits of hiring a professional.

6. Key Book Communities Online
Use Existing Author Platform Tools
• Amazon.com Author Central
• Blog feeds, video, events, bibliography,
photos.
• Goodreads Author Program
• Blog feeds, excerpts, video posting,
advertise, book giveaways, Q&A discussions,
group forums.

7. Ebook Distribution
Reach your audience. Protect Your Work
• Electronic Ebook distribution with Word, PDF,
MOBI, JPG files. Be careful with unprotected files
• NetGalley as a means of electronic galley
distribution. 40,000 members and growing.
• Benefits of NetGalley to reach expanding
definition of reviewer (Amazon, Goodreads,
book blogger, key website). Set your own
requirements, pinpoint your target audience.
• Some agencies also use NetGalley.

8. Promotions, Blog Tours, Affiliates
Going beyond the review with relevant content.
• Free book giveaways with targeted blogs.
• Content sharing and blog tours. Create unique
content for each blog. Create long-term
partnerships.
• Video, audio powerful content for partner blogs.
• Affiliate relationships with key bloggers and
influencers.

9. Website as Home Base and Social
Media Hub
Control The Message and Grow Their Full Profile
• Many authors are more than one book (or more
than one publisher)
• Sales links to all relevant
books, products, services, and content.
• Grand Central Station of author
background, books and other services
(appearances, etc.), social media
connections, opinions, blogs.
• Email List. Start one today. Yesterday even
better.

10. Optimize: Be Easily Google-able
Raise Your Hand When They Call on You
• Be Google-able. Control the platform.
• When they’re looking for you, don’t be hard to
find.
• Search engine optimization – the key to boost
organic search
• Keywords, keywords, keywords
• Create potential for PPC campaigns through
Google Adwords etc.
• Link building and naming conventions.

11. Rich Fahle
Founder and CEO of Astral Road Media
Formerly Vice President of Digital Content &
Entertainment for Borders. Including Social
Media, Email, Entertainment Alliances, Borders
Media Video Network
Communications Director and Chief Network
Spokesperson for C-SPAN
Contributor for www.digitalbookworld.com and
www.video-commerce.org
rich@astralroad.com