Build your digital and marketing empire

By Debbie Elicksen

Excerpts from the book: Publishing and Marketing in the Digital Age

by Debbie Elicksen

Good content will not go viral overnight. It takes a long time to get people to come after you build it.

Organize your thoughts and your content

A publisher is not a lottery ticket.

Don’t ask the 40-year-old advertising executive what a 20-year-old will like. Don’t ask a 50-year-old golf pro where to get the best longboards. If you want to know something about a certain demographic, go to that demographic and ask them.

What is the feature benefit--the end result--that your audience will acquire from experiencing your product? That is your selling feature, and what you will use to position your message to get people to care. Sell what you deliver, not what you do.

Not everyone plays nice in the Internet sand castle. Sometimes it can get downright nasty. No one is immune.

When you see a good link, stop, slow down, highlight a couple of points from the article, and maybe add your own viewpoint. What you add and how much will depend on the platform you are sharing it in.

Once you put the campaign together and launch it that is only the beginning. It is much like creating the project itself; however, raising money is actually harder. Tell people about it and market it. There is an art and science to a successful crowdsourcing campaign.

There are many fake PayPal emails floating around the Internet and the company will be the first to tell you to log in directly its site. Like your bank, if PayPal has a message for you, the company will never email you. You’ll see the notification when you log in. Any fake PayPal emails can be forwarded to spoof@paypal.com

Find every free online business directory you can and post a detailed profile, especially local, even though businesses are no longer local when they appear on the web. Someone in Finland can just as easily place an order as someone from your own city.

Set up a Google and Gmail accounts. When you set up your Gmail account, set up a Google+ account, include as much information as you can into the “about” section, especially include a photograph of yourself. Don’t hide behind an avatar.

The longer you wait, the harder it is to find a domain name. That is the name of your web address. If you’re building a new website today, you are going to spend a lot of time and creativity in coming up with a name, and it won’t be one that completely matches your business.

Before your website goes live, it needs to be tested and viewed for look and functionality in different browsers, particularly in Google Chrome and Firefox.

Keep your website content fresh and regularly updated.

Use a blog to position yourself as an expert, to

share information about a topic, or to cull like-minded followers in a specific genre,

or do it the Seinfeld way: Make it about nothing at all.

Plagiarism and copyright issues do exist onl ine. I f you are going to borrow from someone, either get that person’s permission or make sure when you l ink to it you include the source. Images are also considered copyrighted material . Anything on the web is under copyright protection.

Google Analytics will help you track your blog’s statistics. If you are using Blogger, the analytics are right there and show everything, right down to the browser used, how it was found, where the viewer came from, and even the device it was viewed on.

For most people, if they have too much information coming at them on the Internet, it’s intimidating. Respect your reader’s time.

Develop a strategy on how you’re going to get the blog post out to the masses.

Draft a plan for the show to help you answer some key points: • Who is your audience? • What is the theme of the show? • What is the takeaway for the listeners?

You know your audio is off when your voice sounds like you’re recording from under a blanket. Ideally you want both a clear picture and great sound, but it is the audio quality that people will forgive the least.

iTunes is the Amazon of audio. If you create your own music,

have a podcast, or do anything audio, this is a platform most

people think of first.

A company can make YouTube its recruiting tool, using short clips of one to two minutes.

To get your feet wet before you schedule your own Hangout, watch and participate in other Hangouts.

Create a Spreecast any time in advance and the link is available for pre-promotion. The same link is where the recording is housed.

Before your webinar, make sure you print your PowerPoint slides and have them beside you in case the slide portion fails to work during the live event. Always prepare for technological issues and create your presentation as such that if it ended up that the slides couldn’t be shown, you can still go on with the show.

• Facebook is the number one influencer of purchases for 47 percent of Americans.

• Facebook has 1.15 billion active monthly users.

• Google+ has 359 million active users. • Twitter has 215 million active users. • 71 percent of users access social media

from mobile (Adobe 2013 Mobile Consumer Survey).

The good news is that small firms can compete with the big guys. The Internet has leveled the playing field. However, it is not a passive arrangement.

No matter what platforms you choose to be in, make sure your profile is filled out in detail. Consider it like a job resume. Don’t fill out your name, maybe a company name, and have no picture then expect that to create a following.

Traditional methods of advertising and marketing do not work on the Internet. Traditional or old marketing uses interruption to reach the unreachable; new marketing is set up to reach the reachable.

Whether you develop your own content or add your insight to a curated link, one post can be spread in several unique ways.

On Google +, have a cover photo and a profile picture to give life to the profile. Use a real photograph of yourself. If you want to use an avatar or a geek shot, do it on the cover picture.

Google Search does categorize posts by topics and

the questions they answer

Both women and men get Google+ trolls. You’ll know one when you see them.

When it came time to create her CD “Cherish the Broken,” Heather Fay used the crowdfunding site Indiegogo to raise money to produce it. One of her Google+ followers created the cover.

Facebook is seemingly the main communication tool with teenagers and 20-somethings, next to texting. If you have children this age, you already know they don’t answer their cell phones or emails but you’ll get a response in real time when you Facebook or text them.

Your profile photo is the one everyone sees when you post on other people’s walls or message them. I recommend you use your picture here, mainly because it helps those who are looking to connect with you on Facebook.

There are a lot of people who whine about privacy issues. Yes, I said whine. If you are serious about marketing and want people to connect with you, if you plan on being anywhere on the Internet, privacy is out the window.

Most of the people you don’t know will turn out to be okay--even great. Think of it like going to a conference. You may not know everybody, but do you turn your back and dis people just because you don’t know them?

Erik Qualman, the author of Socialnomics, reported in his book that Gary Vaynerchuk grew a family business from $4 million to $50 million using social media. Vaynerchuck spent: • $15,000 in direct mail = 200 new customers • $7,500 in billboard ads = 300 new customers • $0 in Twitter = 1,800 new customers

Please don’t protect your tweets. What you have to say is just not that important. If you use this function, you might as well not bother setting up an account and wasting a user name for someone else.

When you follow people, think about what type of news you want showing up in your Twitter feed.

Respond to queries in a timely fashion. Twitter is in real-time so if you wait a week to respond to someone, he or she has probably moved on.

The Background section of your profile allows you to upload files, pictures, and videos.

If you can engage your audience with enthusiasm, they will spread your message willingly and you have a greater chance to capture what you want from them than through a singular communications’ channel or by traditional methods.

In 2010, the Producer’s Guild of America considered “transmedia producer” as an official title.

Get your audience involved in telling the story, this may mean rewriting the ending. Leave part of the story unsaid so the audience will get to finish it.

The 2013 Vocus State of the Media report showed: • 128 newspapers folded. • More than 900 patch sites were gutted (aggregator of local news

and sources). • 150 magazines closed, although 97 new publications were

launched (59 of them in print). • Mobile devices ruled. • Acquisitions, relaunches, and consolidations were commonplace.

A tweet unheard is much like calling your cable company for Internet support and nobody answers the phone.

As platforms and products develop, there are common denominators that will make or break their success: convenience, mobility, accessibility, and fast loading.

http://www.amazon.com/Publishing-Marketing-Digital-Self-Counsel-Reference/dp/1770401954

Where to find the book

Contact Information http://www.freelancepublishing.net/wp/ https://www.facebook.com/debbie.elicksen http://www.youtube.com/user/debbieelicksen http://www.youtube.com/user/delicksen http://about.me/debbie.elicksen http://pinterest.com/debbieelicksen/ https://plus.google.com/u/0/100541659917578195502/posts https://twitter.com/bookpublish101

Link to book: http://www.amazon.com/Publishing-Marketing-Digital-Self-Counsel-Reference/dp/1770401954