What exactly is a digital book tour? How does this differ from a standard book tour, and how does an author get started?
It seems everything is digital now. Consumers cut their cable in lieu of streaming entertainment, we no longer fax but email, so many of use Facebook events instead of paper invitations and online bill pay is a standard feature almost everywhere. Even billboards have gone digital.
It makes sense in this light that a book tour the old way is out, and a digital book tour is in for authors. However… defining what that looks like is key. Does an author simply host webinars or Twitter chats about the book? Do you do Facebook lives everyday to promote the book? Do you buy an email list?
Here’s what we found, working with authors. A digital book tour is essentially a round of interviews on podcasts where your ideal readers are already engaged with a host. That host will invite you on to be the subject matter expert and talk about your journey, your experience and your book. Essentially a digital book tour is podcast interview marketing.
How do I get started on my digital book tour?
The 6 Ps of podcast interview marketing are pretty simple in design. The key is to work through each one fully in order to see the best results.
1. Prospecting: Finding the ideal shows
If your book focuses on helping entrepreneurs make the best of their leadership, you’ll want to guest on a show where entrepreneurs make up the audience. Let’s say you wrote a book about the newest sales technique and strategy for the current marketplace. You’ll want to find a show that speaks to sales people. Consider your ideal readers and their favorite podcasts; this is where you want to pitch yourself.
2. Pitching: Getting the host to say YES!
It’s time to market yourself. This is often the least favorite thing for many authors. It’s a vital step, though. Crafting a media kit with a pitch sheet, a book summary, previous interviews, video if you have it, social media links and a pitch email that speaks the language of the host – that’s the pitching process. Be consistent in your messaging and branding, but very deliberate in your pitches.
3. Preparation: Ensuring everyone is ready
Knowing all about the show, and helping the host know all about you, helps ensure a successful experience for all. Podcast hosts want quality content for their audiences. Preparing them for you helps make them look good. Preparing you for the show also makes them look good. The goal of your digital book tour is to make yourself shine. You do this by helping make the host successful through preparation on both ends.
4. Performance: Making the most of every stage
From sounding professional with the right equipment to knowing your story, making the most of every stage will help make sure you’re featured on even more stages. Rid yourself of distractions like your phone notifications and cats or dogs. Concentrate on your interview, listen to the host and bring the energy. Your performance will help make your podcast interview marketing experience a rocket ship to success.
5. Progression: Moving listeners to leads
Each stop on your digital book tour should include a way for your readers to connect with you. Your website should be your home base. Each podcast should include a show-specific URL where listeners can go to connect with you. Rather than sharing on the interview all of your social media, your email and a call to action to “find the book on Amazon or in your local book store,” you send them to your URL from that podcast. Once there, listeners should find your contact information or social media links and a few calls to action (CTA).
For listeners who want test the waters, a free chapter is a great place to start. PRO TIP: Make it a meaty chapter. The prologue or first chapter may be easy, but it may not be the best place to send them. The next step CTA might be a Facebook community where the listeners can connect with you, where you can share videos and other messages. Finally, the big CTA for authors is probably “buy my book.” For some authors, the book is a launching pad for speaking engagements or consulting business. If that’s the case, have a “talk with me” type CTA for those listeners.
6. Promotion: Ensuring maximum exposure
Once the show you’ve recorded gets published, it’s time to spread the word. Social media promotion is one way. Emails to your database is another. When sharing on social (Twitter, Instagram, Facebook, LinkedIn) be sure to tag the show or the host. And if you have the bandwidth and knowledge, use social media marketing automation software to schedule posts – podcasts are evergreen and should be promoted more than once.
If the 6 Ps of podcast interview marketing sound a bit overwhelming, don’t be afraid to start small. Pick 3-5 shows to try and go for it. Walk through the process with patience. Or if you want to skip all that, let us know. After all, this is what we do.
image source: digital book tour