Archive for the 'Leveraging Content' Category

3 Twitter Marketing Tips for Authors

I just came back from an amazing retreat for Berrett-Koehler authors.
Note: in full disclosure, I’m not currently published by BK, but I spoke for them recently, and had such a great time that I asked to join the authors’ co-op.

At the event, we talked a lot about how to use social media for both research and marketing. Here are a few tips for using Twitter that I found useful while working on my upcoming book:

  1. Use keyword hashtags. There are a lot of folks now producing daily digests and online newspapers (using for example), who find material by looking for hashtags (e.g. “#hiring” or “#leadership”.) If you tag your tweets with suitable keywords, you stand a much better chance of being picked up and retweeted.
  2. Track your own mentions. Make sure that you have two columns in your Hootsuite or Tweetdeck that track tweets about you – one column for your twitter handle, and one for your actual name. Then you can see all the places where you get picked up or retweeted as per #1 above, and thank / connect with those folks since they’re clearly interested in your content and hopefully looking for more.
  3. Look for possible LinkedIn connections. This one takes a little more time, but used judiciously has paid off for me. When someone follows me on Twitter I quickly check their profile to see if they look interesting. If so, I check them out on LinkedIn where there’ll probably be a much more robust profile, and on a selective basis, invite them to connect on LinkedIn too. I’ve met some very worthwhile people this way.

Several people at the retreat questioned whether other authors had received actual business from participating in social media. I have, which is why I continue to follow tips such as these!

Restoring Vintage Napoleon Hill Video – But Where’s the Web Strategy?

My good friend Ed Primeau of Primeau Productions, Inc. is one of the top video production experts for speakers. He has recently been asked by the Napoleon Hill Foundation to digitally restore some films of Napoleon Hill presenting in the 1980′s. Ed describes the painstaking restoration process on his blog – it’s a fascinating read.

However, Ed doesn’t mention in his blog post that he also has a remastered 9 CD collection of Napoleon Hill’s entire “Think and Grow Rich” lecture available for purchase from his online store.

It’s funny – Ed has been designing and producing my videos since 1997, so you think he would have heard enough of me by now to know my mantra “Every page of your site should have a strategy” ;-)

In other words, it’s quite possible that folks reading about restoring Napoleon Hill videos might also be interested in restored audio materials from the master orator. So there should be a clickable link between the blog posting and the online store product description on Ed’s site to ensure that he makes the most of opportunities to leverage different aspects of his content.

We’re currently working on some new demo material that I just recorded, so Ed’s getting another daily dose of my key ideas. Meanwhile, I’ll keep encouraging him to apply for himself the messages that he’s so great at marketing for others!

Getting the Wrong (Even Though Good!) Reputation?

At the same program earlier this week, I had a great question from Gloria Metrick, of GeoMetrick  Enterprises.

Gloria provides consulting services around Laboratory Information Management Systems.  She’s very well-known in her field, publishes many articles, and is a frequent speaker at industry conferences.

She asked me: “There are so many of my articles out there that people think I’m a writer, not a service provider! What can I do?”

The answer goes to one of my favourite Web mantras: “every page of your site should have a strategy”.

The articles pages on Gloria’s Website don’t currently point back to her services or the rest of her site. I recommended that every article should include links to pages describing related consulting services, and there should be a clear call to action at the top and bottom of each article page inviting visitors to learn more or contact her directly.

One of the biggest causes of leaks in potential revenue from your Website is not leveraging all your great content to maximum advantage.  And building in some links and calls to action is not a major redesign.  So plug that leak!