Author design consultant and ALLi Partner Member Aimee Coveney makes the case for including video media, vlogging and book trailers as part of any indie author's marketing campaign, and describes some compelling benefits.
One of the challenges to indie authors in marketing their self-published books is that people simply don't have the time to browse the web like they used to. It can feel as if there is a narrowing timeframe in which to generate interest in your work.
With thousands of authors and books competing for attention, it can seem impossible to stand out from the crowd. Information needs to be delivered in a much more exciting, interactive manner, and most importantly, fast.
Different techniques are necessary to deliver information online, due to the varying ways internet browsers view material online. An ever increasing amount of people browse via their mobile phones, which means your page of text can become too daunting to read.
This is why many individuals and companies have taken to ‘vlogging’, replacing long articles of text with videos of themselves speaking about what they would have once written, conveying information in a much more graphic medium. The written word will never be replaced, but video can be a creative way of delivering information and reaping the rewards.
Videos displayed on websites can not only increase traffic, but keep visitors engaged up to 88% longer.
With that being the case, video media and book trailers have become increasingly popular, but are still viewed with some skepticism. Authors by nature perform most of their work ‘behind the scenes’ and are more often than not simply not used to such intrusive promotion.
Which Video Option Would Work for You?
There are many options for videos apart from book trailers that authors can consider creating. Website introductions, readings, interviews or announcements can create an interactive feel and convert information into sales.
An author I recently worked with created a hilarious video of spoof reviews. Some types of video media also have the added bonus of ‘meeting’ the author. Being able to put a face to the name and making your brand memorable has huge advantages for future work and tempts visitors to return.
Marketing professionals worldwide are reporting that video converts better than any other medium, and this is mainly down to its ‘sharability’. In fact up to 92% of mobile video viewers share videos with others, meaning your audience just expanded more than you could ever reach in isolation.
Where to Share Your Videos
Once you have produced your videos, there are many platforms that you can develop to reach your audience. The most obvious are your website, blog, social media, Youtube and Vimeo, where uploading is simple. Others that many don’t consider is uploading to your Amazon, Goodreads or Huffington Post profiles, as well as perhaps your publisher’s website. If you are planning to produce regular videos, uploading to the same accounts each time and creating a channel for your media is a must, so that once you have caught their attention, readers can easily find others.
Using Metadata to Broaden Your Views
Naming your videos and adding useful tags when uploading to certain platforms is also key to allowing readers to find you. Much like a blog, using tags for your particular audience and genre, as well as your author name gives you a much greater chance of appearing in their search results.
This explosive growth in popularity is allowing authors to reach a huge audience via visual means, deepening that all-important connection between author and reader and keeping your name at the forefront of their consideration.
Practising What I Preach
What better way to illustrate my argument than with a video?
OVER TO YOU How has using video impacted your book sales and visibility? What's your top tip for using video media in book marketing? Join the conversation via the comments box!Why #authors should use video to market their #selfpub books by @authordesigner #bookpromotion Click To Tweet