The Indie’s Guide to Researching Potential Book Promoters


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In the age of the indie author it’s pretty cool to have multiple avenues to promote our work. However not all services are created equal and sometimes it’s hard to tell who’s on the up and up when it comes to value and integrity. Today, I hope to show a few techniques that I’ve used to check out services claiming to promote books to the moon.  Whether it’s advertising, newsletters or blogtours, I’ve got you covered.

Newsletters

In my opinion newsletters are the hardest to research because many promotional sites won’t reveal their numbers. Those that do, only reveal the total sum of their subscribers however, that can be problematic if they have multiple newsletters. For example, if a site claims to have 20,000 subscribers but has 10 newsletters, then that 20,000 becomes a very small number when you divide it by 10.  Also, you have to take into consideration that not every subscriber opens every single newsletter, some are likely getting deleted.  In fact, a great deal are being deleted.

So how do you get the stats? You can obviously email the site personally and ask, or Google the name of the site as well as the words; reviews, or complaints. But if that doesn’t turn up anything, I’d type the question: Has anyone used (Insert name) Promotions? Half of the time a conversation on the Kboards or Absolute Write will pop up.  You know we authors just love to dish! 😉

Online Advertising

With advertising it’s a little easier, you can always gauge activity by looking at their rankings on Alexa, Google Analytics or Clicky. But what is a good number? Let’s try to put all of this into perspective, Google usually has an Alexa ranking of 1, while Goodreads has a ranking of 125.  A small blog like mine, has a ranking of  43,000 on a good month and 90,000 on a bad one.

Alexa Stats for Writing By The Seat of My Pants
Alexa stats for June

However, I’ve seen sites with rankings worse than mine charging hundreds of dollars for ads.  This blog gets a few hundred visitors on a good day and half of them don’t click anything.  That’s why I don’t allow advertising on this blog because it won’t work.  And  despite what you may have heard, the numbers do matter because a site needs significant traffic just to get a few clicks.  More importantly, a site needs a loyal following just to get a few conversions (buyers).

Now here’s an interesting fact, Publisher’s Weekly Select, (the indie version of the website) has a ranking of 3,087 and they seem to charge more for advertising than Goodreads. Does that make sense to you?

Social Media Promotional Sites

There are many authors who want nothing to do with social media and prefer to farm out

this aspect of their marketing to a social media promotion site and that’s totally cool. But not all sites are created equal and here’s how you can investigate whether a service is worth your money.

• Investigate their followers by clicking on their profiles and check to see if they’re all authors or spammers.  If so, run away!

• Check out the interaction on their pages, if they have 10,000 fans but there’s no conversation going on then it’s time to move on.

• Look at how their social media pages are arranged, are their header photos professionally done? Do they collect emails? Also, if they’re not actively reaching out through promoted posts and ads then they aren’t the social media superstars they would like you to believe.  In other words, if they’re not promoting their own page why would you trust them to promote your book?

Blog Touring Services

This one is super easy, if you can not find any authors who’ve worked with them previously, don’t do it.  A service like this should have some sort of testimonial to speak of.  Another way to investigate is to check out their previous tours by Googling their name and see what kind of interaction the bloggers had with their fans.  If you see no comments or shares, then this isn’t the place to put your money in.

I hope I gave you something to think about before you pay for that ad or Twitter blast.  Next week, I’ll be talking about how to get featured on Barnes and Noble.

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