[Marketing] Equal Linking

Wednesday, June 22, 2011 Laura Fitzgerald

Today's post applies to authors with published works, but hopefully it will be useful to all of you in your futures.

Take a quick look at your blog or website. Are all places where you might digitally purchase your book prominently placed where readers can easily and quickly click through to the retailer of their choice? If so, good; we're done here. Go enjoy your day or this adorable youtube video.

I am always surprised by how often this information is either missing or banished to the bottom of the page where it does the author no good. Guys, you must provide a way for the consumer to buy your books, and unless you're publishing your work as an exclusive on a single platform then you really ought to be linking to more than just your Amazon page.

Think of your blog and website as your digital "home". Visitors to your blog are your guests in a sense. So in addition to creating a warm and welcoming atmosphere through the editorial voice of your content, it's important to build a page that serves their needs and interests. When they arrive at your blog and hopefully become interested in your work, give them the option to buy your book without struggle. People have difference purchasing preferences which you should be mindful and accommodating of. There is a greater probability of making a sale if they are able to click directly through to the title page of their favorite e-retailer as opposed to having to seek the book out.  These links should be positioned near the top of your sidebar where it can be found easily - never in the middle, below the blogroll, or at the bottom.

Diversity among book retailers is also a thing to be celebrated and supported. A retail environment without competition will not be a healthy environment for books and literacy. A lot of blogging authors who link-out to retailers, often link to the big ones such as Amazon and Barnes & Noble, but often missing is any reference to the Indiebound title pages where consumers can look for a book stocked at their nearest independent.

If you are self-publishing digital editions then logically it would follow that you'd link to all the e-retailers where your product is available. Honestly, I have never seen a self-published author who hasn't covered all their bases on their blog already. This tends to be more of a problem among authors who are published by traditional houses or small presses.  It's sounds like such a simple thing, but it is easily forgotten when you're one step removed from the sell-in aspect of publishing. So when you've got the time, glance over your website and make sure your representing every sales channel. Compare it to your publisher's title page.  Routine check-ups are important for humans, and they're also important for websites too.


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Anonymous said...

I believe I cover all the bases on my website. I visited several authors' websites this week and I was frustrated when etailer links, publication dates, and links to their other social media sites weren't present. Everything should be there so that readers don't have to search for the information.

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