Leverage Email Marketing
If you aren’t yet building an email list, this should be one of the first things you do after you finish reading this report. When someone grants you the honor of sharing their email address, they give you permission to market to them. And you need to earn these subscribers by providing value.
Email subscribers need incentive to allow you into their inbox. That could be sample chapters from your book, a white paper, report, checklist, recording or series of recordings, a compelling quiz, or any other content that SERVES their needs, challenges, and interests.
An email list becomes an asset you own. When you’re on social media, you’re on borrowed real estate. Tik Tok could evaporate tomorrow and those who’ve worked hard to build a following there will have absolutely no recourse or way to stay in touch with followers.
I speak from experience since our Twitter account for the Nonfiction Authors Association disappeared into the ether a couple years back, for no reason, losing 70,000 followers in the blink of an eye. Despite many attempts to get it back, we were never able to reach anyone at Twitter to find out what happened or fix the problem. Poof! Those followers were gone forever.
Email marketing allows you to communicate directly with your audience and engage with them. This tactic should not be optional for a thought leader. It’s an essential tool to demonstrate your expertise, serve your audience, and build long-term relationships.
Answer This:
- What incentives can I provide to attract email subscribers? And don’t just stop at one. Consider a variety of strategies ranging from the options above to hosting free webinars to creating multiple reports and bonus offers.
- What content will you deliver through email and how often will you do so?
- How will you address the needs, challenges, and interests of your audience to keep them engaged?
Elevate Your Website
Your foundational content (blog, podcast, or video) should always be hosted on your own website on a domain that you own. Your domain might be your personal name, which can be helpful for establishing thought leadership. It could also be a site based on the niche you serve.
Author Jenny Levine Finke’s site is GoodforYouGlutenFree.com, and it attracts and serves her audience with valuable content about gluten-free living. Here you will find blog posts, meal plans, recipes, and a thriving email subscriber list.
I almost never recommend your domain be the title of your book unless it’s the one and only book you ever plan to write. Otherwise, you will end up creating multiple sites over the years and never have one central location to drive traffic.
Your site should clearly position you as the expert you are. Include professional photos and a bio that addresses your experience in your field. Make sure to create a media page and speaker page, which also elevate you as an expert.
Answer This:
- Do I have the right domain name or should I choose something that aligns with the needs, challenges, and interests of my audience?
- What needs to be added or changed on my site to elevate my position as a thought leader in my field?
- Do I have recent professional photos or is it time to get more taken?
- Is my site more than five years old? If so, it might be time for a complete redesign.
Get Media Coverage
Being interviewed by print publications, radio, television, and podcasts can dramatically elevate your credibility in the eyes of your audience. All media outlets need sources and contributors, so it’s a win-win when you connect with the right forms of media.
Learn what it takes to pitch and land interview opportunities, and how to deliver excellent interviews. You could use a DIY approach or hire an experienced publicity firm to assist.
Answer This:
- What media outlets reach my target audience?
- What topics can I offer that will be of interest to these outlets?
- How can I deliver interesting, content-rich interviews?
Become a Professional Speaker
I’ve said it a thousand times and I’ll say it a thousand more: Speakers sell books. Speakers also gain immediate recognition for their expertise from those who attend an event as well as those who see the pre-event promotion. It’s an excellent use of your time to locate organizations and events where your audience spends time and pitch yourself as a speaker.
Each time you speak at an event, you get a chance to connect with your target audience and establish a relationship with them. You can also sell books, collect signups for your email list, and potentially meet other influential people who could hire you for your consulting services, invite you to speak at a different event, or become a peer who you end up developing a working relationship with. Speaking is a powerful way to showcase your expertise and cultivate a community.
When researching speaking opportunities, look for speaker submission guidelines on organization websites. I recommend offering three potential topics, crafted with the audience in mind. Speaking is never about you or your book. It’s about how you SERVE the audience.
Answer This:
- What association and nonprofit meetings/events do my audience members attend?
- Where else can I reach my audience? What business organizations, schools, companies, conferences are a good match for my content?
If you like this blog post, you’ll love our Author Toolkit on how to create revenue streams for your author-publisher business. It includes checklists, templates, worksheets and more. Check it out!
