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Digital Integration

September 15, 2021– Our theme is continuing education for authors this month and today, we’re talking about Integrating Press Releases with Social Media. Here’s what I learned while studying Crafting Viral and Contagious Content at Wharton Business School; let’s dig in:

I know what you’re thinking…press releases in this day and age? Yes. But let me explain:

Even though we aren’t only dealing with news outlets, radio stations, and newspaper journalists, press release distribution is still important. Influencers, bloggers, e-zine authors, editors, and online publications are essential in getting the word out about your books.

Social media is a great way to engage with your audience, be used as a public relations medium, and are relatively cost-effective when it comes to comparison pricing in traditional advertising. Have you ever heard of a Snap-Chat model? Yes, this is a real thing, and they’re pulling in over six figures a year (sometimes a month, sometimes per post). Social media has now surpassed all forms of advertising when engaging and interacting with your audience. It’s got a personal approach behind it, and there are ways to integrate it with press releases. Here’s how:

  • Brand Recognition-building brand recognition is the main goal for all businesses. Getting your name in front of an audience is essential to your success and brings you publicity at an extremely low or even free cost. Posts like your participation in community events, people seen with your book, or a link to a podcast or article you’ve been featured in are excellent tools for building your brand. Adding your social media to your press release where your images are linked will help build your brand quickly and effectively. Essentially, people will go ‘down the rabbit hole.’
  • Driving Traffic- Driving traffic to your website is imperative to your success. Online press releases will have a link to your website and social media where people can learn more about your products, what you do, why you do it, and the story behind the story.
  • Improve Rankings- When you send out a digital press release with inbound links to your site, you improve your site and social media rankings, not only by acquiring new followers/customers, but Google also heavily celebrates rich content by moving your site up their search list. Your visibility on preferred search terms will also increase especially if you include keywords in your press releases.
  • In the News- Journalists who write about you, bloggers and podcasters who interview you, and radio stations who have you on as guests boost your credibility and extend your reach. Adding all of the places you’ve been featured to your press release will encourage others to check out your work, the articles, and links.
  • Announcements/Events- Putting out a digital press release that lets the media, the public, your readers, and everyone else know where you are and what you’re doing (e.g., a book signing, vendor at a street festival etc.) while announcing your product is the most traditional use of press releases (especially when announcing a new book).

Top Tips:

  • Bloggers– Using them as a distribution channel is a genius way to get the word out. Identify the appropriate bloggers and other influencers and get them to post your news. The best way to do this is to email them (or email them a link to your press release) to see if they would share your article with their readers. You’re pitching them your book so give them all the info they require to share. Also, mention why your press release would be a good fit for their blog. E.g., A mental health for kids blog that shares your press release for your new book on emotions and techniques for kids to cope.
  • Content Matters– Interest level, content, tone and engagement are keys to a compelling press release and getting people to share. When going digital, keep it to 400 words or less!
  • Use Hashtags and Key Words– As usual, hashtags and keywords matter. Be sure that keywords and tags are included in your press release’s headline or first paragraph, and use some of your primary search terms.

Education in this space is so important as the world is digitally moving at a breakneck speed, and you don’t want to get left behind!

 

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Tag (You’re It)

January 21, 2021-As we enter the final week of our Best Seller Bootcamp, here: https://pandamoniumpublishing.com/product/best-seller-bootcamp-january-4th-31st/  we have a number of things to still cover! As an author with a platform . are you using your social media to connect ideas with readers? Did you know that there is a specific way to do that? With hashtags! Hashtags are still an effective way to get more people to see your posts when using platforms such as Instagram, and using relevant, targeted hashtags is one of the best ways to get discovered by new audiences.

Hashtags # work by organizing and categorizing videos and photos. A post with at least one Instagram hashtag averages 13% more audience engagement than posts without a hashtag. If you add a hashtag to a post on your Instagram account, the post will be visible on the matching hashtag page that acts as a directory of all the photos and videos that were tagged with the same hashtag e.g., #writersofinstagram.  Hashtags are most effectively used on Instagram although we do see them on Facebook sometimes, but not as often because people are less likely to read/care about them. Quick tips:

  1. Use a minimum of 10 hashtags on your post. This will ensure that you cover your bases and include tags that are relevant to the audience you’re trying to reach. Use a mixture of very popular tags and less popular tags to make sure that your post gets traction e.g. #authorsofinstagram (4.7 million posts) and #authorscommunity (156,000 posts). You can use up to 30 hashtags on a regular post and 10 on your Instastory.
  2. Think outside the (hashtag) box. It’s important to use relevant tags, but most people don’t get overly thoughtful when hashtagging. They use the common, most popular tags, but they’re missing out on a potential segment that could see their post by not being creative. Let’s say that you wrote a science fiction novel, some of the less obvious hashtags could include #manvsmachine, #robothero, #riseofthemachines, #machinesvsman, #newrelease, #dystopianuniverse etc.
  3. Hashtag in the comments. Don’t put hashtags directly in your post, put them into the comments section of Instagram and be sure to include your company or book hashtag e.g. #pandamoniumpublishinghouse.

There is so much more to talk about when it comes to hashtags and using them most effectively to promote your work and your posts and to connect with your audience, so check out our Best Seller Bootcamp where we dive deeper into this subject: https://pandamoniumpublishing.com/product/best-seller-bootcamp-january-4th-31st/ and more!