en years ago, newspaper ads, TV or radio spots, or promotional fliers posted around town were the best way to get the word out about your work, book signings and readings. You needed national spots, as well as local coverage for events.
But the marketing landscape has drastically changed over the decade. No longer do traditional media outlets do the work they used to. Why?
These outlets, while sometimes effective for certain niches, are dated. Dated materials eventually go in File 13.
Old materials online, however, have an infinite shelf life – and they can increase your long-term Search Engine Optimization.
Don't believe me? Here is a great example:
On April 16, 2008, I posted a review of Millennial Leaders: Success Stories from Today's Most Brilliant Generation Y Leaders at Pop Syndicate.
On Jan. 1, 2009, a reader found my review and commented on it.
If this review were in a magazine or other paper product, how likely would it be for someone to find it eight months after publication date? Not likely at all – especially since libraries archive older magazines and bookstores keep only new stock.
Internet marketing is longevity. Your blogs, guest blogs, reviews, interviews, excerpts and more are there for all the world to see – forever. When you least expect it, a new fan may find you by simply Googling your genre, the same last name of a different person, the same or similar book title to your tome… The possibilities are endless.
No matter what you post – blog, video, podcast, microblog – it is on the wide world of Web, just waiting for someone to find it. If you are not posting, you are loosing out on future Web traffic, fans and sales.0