Digital campaign checklist

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Staring at a blank sheet of paper, wondering where to start? Here’s a simple checklist for a digital marketing campaign — not in detail, just a mile-high view of a ‘to do’ list. But it will give you a flavor of what a digital marketing campaign entails, and give you a starting point to develop your own.

Ebook marketing campaign plan

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There are many variations in online campaigns for ebooks, just as there are for print books. Important differences include how to market fiction versus non-fiction, or sell to consumers versus business or education. And, of course, there are big differences if you’re marketing a digital-only publication rather than digital and print editions.

If you’re starting from scratch without an existing digital marketing ‘platform’, it can seem like a big mountain to climb. But it’s the ultimate democratic process. Anyone with an internet connection can succeed, and individual commitment and excellence plays a large part compared to money or organisational size.

Jobs to be done: A checklist for a start-up, digital-only campaign

So here’s a checklist of jobs to be done. It’s a start-up campaign for a digital-only edition — no print component. If you’re adding a new title to an existing marketing platform, some of these tasks will be reduced or unnecessary — showing the value of building a platform that can be used for future projects.

CHECKLIST

Platform-building: Part 1. Find the influencers in your chosen market

  • Bloggers
  • Influential social networkers
  • Influential members of reading community sites
  • Special-interest sites
  • Influential reviewers on ebookseller sites
  • Online media

Platform-building: Part 2. Connect to these influencers and build your network

  • Set up a blog
  • Set up a social-network presence – Facebook, Twitter, or LinkedIn
  • Build an email database
  • Self-promote: Market your content and make connections

Discoverability: Make your ebooks stand out online

  • Great covers that works online
  • Excellent metadata
  • Search optimisation
  • Web presence (website, blog or other online hub)

Launch: Build buzz, build demand … launch

  • Give away full copies and samples
  • Obtain advance reviews
  • Teasers, mentions in social media
  • Testimonials and endorsements
  • Generate pre-orders
  • Post articles and news releases online
  • Guest blogs and blog tours

Merchandise: Boost your ebook presence in ebookstores

  • Pick the right categories
  • Experiment with pricing and deals
  • Encourage user reviews and ratings
  • Provide samplers
  • Fine-tune metadata
  • Get on bestseller lists
  • Build and maintain author pages

Maintenance: Keep it alive

  • Work and expand your networks
  • Open new niches
  • Fresh offers
  • Competitions and incentives
  • Write articles and news tie-ins to continually revitalise your book/author profile
  • Performance-based online advertising
  • Sell directly
  • Sell through affiliate marketing
  • Produce more ebooks and cross-promote

Measure: Test, analyse and improve

  • Test — offers, prices, metadata, keywords, ads, etc.
  • Measure and compare results
  • Fine-tune and improve
  • Re-run
  • Test again

Now it’s time to put it all together and create your own digital marketing plan.

 

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